Chapter 8

___Represents consumers perception and feelings about a product and its performance

Brands

Product planners need to consider products and services on three levels. Each level it's more customer value. The most basic level is blank, which addresses the question,What is the buyer really buying?

Core customer value

Brand___is the differential effect that knowing the brand-name has on customer response to the product and marketing

Equity

brand___refers to how consumers feel if a brand meets their needs

Esteem

Through___, a service firm Orient and motivates it customer - contact employees and support and service people to work as a team to provide customer satisfaction

Internal marketing

Which of the following strategies involve weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number one or number two marketshare position with a good growth prospects in their category?

Mega brand strategies

Consumer products refer to

Products and services bought by the final consumer for personal consumption

Advertising campaigns involving issues ranging from healthcare, education, and environmental sustainability to human rights and personal safety can be classified under___marketing.

Social

Service productivity can be increased by hiring new employees who will work harder, by giving up some quality, or by___.

Using technology more effectively

Which of the following product offerings is intangible

a taxi ride

Style simply describes the ________ of a product.

appearance

________ are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.

convenience products

Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is the ________, which addresses the question, "What is the buyer really buying?"

core customer value

The fundamental asset underlying brand equity is ___, the value of customer relationships that the brand creates

customer equity

________ are industrial products.

office supplies

________ are the major marketing factors in the sale of most manufactured materials and parts.

price and service

Developing a product or service involves defining the benefits that It will offer. These benefits are communicated and delivered by___

product attributes

Which of the following is the lowest level in which marketers can position their brands in target customers minds?

product attributes

A ________ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges.

product line

________ involves adding more items within the present range of the product line.

product line filling

___ occurs when a company lengthens its product line beyond its current range

product line stretching

A ________ consists of all the product lines and items that a particular seller offers for sale.

product mix

___ refers the characteristics of a product Or service that bear on its ability to satisfy stated or implied customer needs

product quality

________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.

specialty products

________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying. These products require a lot of advertising, personal selling, and other marketing efforts.

unsought products

Industrial products and services include raw materials, buildings, fixed equipment, supplies, services, and ____

Computers and desks

Services ___ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.

Intangibility

Product planners need to consider products and services on three levels. At the final level, product planner must build

An augmented product

A label can identify, promote, and ___ the product

Brand

A___ is a name, term, sign, symbol, design, or a combination of these, that identifies the maker or seller of a product or service

Brand

________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment.

Capital items

A good brand should most likely be

Distinctive

If a service employee provides the service, Then the employee becomes a part of the service. This is An example of service___.

Inseparability

Some companies obtain rights to use the names or symbols previously created by other manufacturers for a fee. This process is known as ___.

Licensing

___ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes

Line extensions

Which of the following is not a category of consumer products?

Luxury

___ marketing consist Of activities undertaken to create, maintain, or change attitudes toward particular people. People ranging from President, entertainers, and sports figures to professionals such as doctors, lawyers, and architects use it to build their reputation

Organization

Service___means that services cannot be stored for later sale or use.

Perishability

___ marketing involves Activities undertaken to create, maintain, or change attitudes towards particular cities, states, or regions

Place

Are a form of product that consist of activities benefit or satisfaction offered for sale that are essentially intangible and do not result in the ownership of anything

Services

Which of the following is true with regard to services

Services are a form of product that consists of activities, benefits, or satisfactions offered for sale.

________ refers to freedom from defects and consistency in delivering a targeted level of performance.

conformance quality

What are the two dimensions of product quality

consistency and level

___ contributes to a products usefulness as well as to its looks

good design

Product mix ________ refers to the total number of items a company carries within its product lines.

length