HW 8
D.specialty product
A hickory rocking chair, handmade by an Amish woodcarver in Lancaster, Pennsylvania from locally grown wood, is an example of a ________. A.product attribute B.convenience product C.service D.specialty product E.capital item
D.describe
A label can identify, promote, and ________ the product. A.brand B.package C.assemble D.describe E.Sell
False
A product line consists of unrelated products that are sold to diverse customer groups.
D.label
A product's ________ identifies the product or brand, describes several things about the product, and promotes the brand. A.design B.feature C.portfolio D.label E.line extension
True
A service refers to an activity, benefit, or satisfaction offered for sale that is essentially intangible and does not result in the ownership of anything.
A.Organization
________ marketing consists of activities undertaken to create, maintain, or change the attitudes and behaviors of target consumers toward an organization. A.Organization B.Social network C.Niche D.Concentrated E.Location
False
Branding decisions include determining a product price.
A.products and services bought by final consumers for personal consumption
Consumer products refer to ________. A.products and services bought by final consumers for personal consumption B.products purchased by consumers for further processing or for use in conducting a business C.primarily intangible offerings from marketers D.raw materials as well as manufactured materials and parts E.products that aid in the consumer's production or operations, including installations and accessory equipment
False
Convenience products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.
A.private brand
Costco's Kirkland Signature products are an example of a ________. A.private brand B.generic brand C.national brand D.manufacturer's brand E.support brand
A.Place
________ marketing involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, or regions. A.Place B.Idea C.Organization D.Interactive E.Social
E.Interactive marketing
________ means that service quality depends on the quality of buyer-seller interaction during the service encounter. A.Traditional external marketing B.Service differentiation C.Corporate image marketing D.Service productivity E.Interactive marketing
E.Line extension
________ 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. A.Interactive marketing B.Internal marketing C.Co-branding D.Megabranding E.Line extension
E.Person
Elmo Inc., a Michigan-based manufacturer of athletic shoes, uses professional athletes in its ad campaigns to help sell its products. This is an example of ________ marketing. A.place B.internal C.social D.organization E.Person
E.Product line stretching
________ occurs when a company lengthens its product line beyond its current range. A.Co-branding B.Product line filling C.Market diversification D.Niche marketing E.Product line stretching
D. Conformance quality
________ refers to freedom from defects and consistency in delivering a targeted level of performance. A.Branding B.Performance quality C.Product design D.Conformance quality E.Product style
E.Brands
________ represent(s) consumers' perceptions and feelings about a product and its performance. A.Labeling B.Product lines C.Product attributes D.Design E.Brands
D.Brand equity
__________ is a measure of the brand's ability to capture consumer preference and loyalty. A.Brand sponsorship B.Brand management C.Brand positioning D.Brand equity E.Brand value
B.Service variability
__________ means that the quality of services depends on who provides them as well as when, where, and how they are provided. A.Service perishability B.Service variability C.Service intangibility D.Service inseparability E.Service profitability
B.shopping
Erica wants to replace her old washing machine with a new one. In order to get the maximum value for her money, she plans to spend substantial time and effort in gathering information and making product comparisons before making the actual purchase. In this instance, Erica is planning to buy a(n) ________ product. A.specialty B.shopping C.convenience D.unsought E.Exclusive
C.building an offering that brings value to target customers
Marketing mix planning begins with ________. A.selecting the right channel for distribution of the product B.calculating the total costs involved in manufacturing the product C.building an offering that brings value to target customers D.finding a suitable promotion strategy for the product E.setting a reasonable price for the product
E.Industrial
Materials and parts, capital items, and supplies are services or groups of _____ products. A.convenience B.shopping C.specialty D.unsought E.Industrial
B.social marketing
Mothers Against Drunk Driving (MADD) runs advertising campaigns aimed at stopping drunk driving and preventing underage drinking. This is an example of __________. A.place marketing B.social marketing C.person marketing D.organization marketing E.corporate image marketing
true
Multibranding offers a way to establish different features that appeal to different customer segments, lock up more reseller shelf space, and capture a larger market share
C.width
Product mix ________ refers to the number of different product lines the company carries. A.height B.depth C.width D.length E.Consistency
D.depth
Product mix ________ refers to the number of versions offered for each product in the line. A.height B.consistency C.length D.depth E.Width
C.length
Product mix ________ refers to the total number of items a company carries within its product lines. A.consistency B.depth C.length D.height E.Width
False
Product mix width refers to the total number of items a company carries within its product lines.
B.an augmented product
Product planners need to consider products and services on three levels. At the third level, product planners must build ________. A.core customer value B.an augmented product C.a basic product D.an actual product E.a brand personality
C. core customer value
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?" A.co-branding B.an actual product C.core customer value D.exchange value E.an augmented product
False
Product quality is harder to define and judge than service quality.
D.social
Public health campaigns designed to reduce alcoholism, drug abuse, smoking, and obesity are all examples of ________ marketing. A.person B.organizationC. internal D.social E.Place
E.place marketing
Rhodia invites tourists from all over the world to experience its pristine nature, clear skies, and beautiful summertime climate. This exemplifies ________. A.social marketing B.corporate image marketing C.social engineering D.negative brand equity E.place marketing
C.intangibility
Service ________ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought. A.heterogeneity B.inseparability C.intangibility D.perishability E.Variability
C.perishability
Service ________ means that services cannot be stored for later sale or use. A.inseparability B.variability C.perishability D.consistency E.Intangibility
B.variability
Service ________ means that the quality of services depends on who provides them as well as when, where, and how they are provided. A.perishability B.variability C.inseparability D.heterogeneity E.Intangibility
C.licensing
Some companies obtain the rights to use the names or symbols previously created by other manufacturers for a fee. This process is known as ________. A.multibranding B.segmenting C.licensing D.co-branding E.Positioning
False
Specialty products are consumer products and services that customers evaluate on suitability, quality, price, and style, by gathering information and making comparisons
False
Style is a larger concept than design. Design simply describes the appearance of a product.
E.Appearance
Style simply describes the ________ of a product. A.long-term benefits B.durability C.quality D.utility E.Appearance
B.brand extension
Symmonds Inc., a company manufacturing breakfast cereals, has extended its special Crispo cereal brand into a full line of breakfast cereals plus protein shakes, fruit and sandwich spreads, butter, and doughnuts. This is an example of ________. A.cannibalization B.brand extension C.licensing D.co-branding E.line extension
C.consistency
The ________ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way. A.width B.height C.consistency D.length E.Depth
A.Nutritional Labeling and Educational Act of 1990
The ________ requires sellers to provide detailed nutritional information on food products. A.Nutritional Labeling and Educational Act of 1990 B.Commodity Futures Modernization Act of 2000 C.Federal Trade Commission Act of 1914 D.Fair Packaging and Labeling Act of 1966 E.Glass-Steagall Act
E.corporate image
The advertising slogan, "We bring good things to life," used by General Electric to market itself, is an example of ________ marketing. E A.niche B.person C.internal D.place E.corporate image
True
The augmented product is the actual product plus the various services and benefits offered with it, such as a warranty, free delivery, installation, and maintenance
E.brand sponsorship
The branding strategy of launching a product or service as a national or store brand is considered a __________. A.co-branding B.brand equity C.brand positioning D.brand value E.brand sponsorship
A. service variability
The customers of Parry's Hair Salon have noticed that the quality of a haircut depends on who provides it as well as when, where, and how the service is provided. Which of the following characteristics of service is evident in this instance? A. service variability B.service inseparability C.service distinction D.service intangibility E.service perishability
C.survey customers to assess the value of current services and obtain ideas for new ones
The first step in designing support services is to ________. A.add new services that will both delight customers and yield profits to the company B.closely observe the product and pricing strategies of consumers C.survey customers to assess the value of current services and obtain ideas for new ones D.encourage customers to try new products E.prevent brand dilution
C.customer equity
The fundamental asset underlying brand equity is ________, the value of customer relationships that the brand creates. A.the service encounter B.the customer mix C.customer equity D.the product experience E.service variability
A.line length
The major product line decision involves product ________, the number of items in the product line. A.line length B.features C.line conformance D.packaging E.line depth
E.product line length; product mix width
The number of items in a product line represents the __________ and the total number of product lines a company carries represents the __________. A.product mix length; product mix depth B.product mix depth; product line width C.product line length; product line width D.product line width; product mix length E.product line length; product mix width
B.satisfied and loyal customers
The service profit chain includes internal service quality, satisfied and productive service employees, greater service value, healthy service profits and growth, and ________. A.higher morale B.satisfied and loyal customers C.better paid employees D.higher market share E.increased manufacturing efficiency
E.strong beliefs and values
The strongest brands are positioned on ________. A.good packaging B.service inseparability C.product attributes D.desirable benefit E.strong beliefs and values
false
The strongest brands do not engage customers on a deep, emotional level.
True
The total financial value of a brand is brand value
C.internal marketing
Through ________, a service firm orients and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction. A.service variability B.corporate image marketing C.internal marketing D.service inseparability E.social marketing
A.line filling
Titan Inc., an automobile manufacturer based in Utah, recently added two new models to its existing line of sedans in order to increase profits and satisfy dealers. This is an example of ________. A.line filling B.person marketing C.negative brand equity D.market diversification E.social marketing
C.place
Tourism Australia's global marketing campaign, "There's nothing like Australia" is an example of ________ marketing. A.internal B.organization C.place D.person E.corporate image
False
Unsought products are products that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort.
A.A private brand
Walmart created the Great Value brand for its food products and the Equate brand for it pharmacy, health, and beauty. Walmart does not manufacture any of these products. Which type of brand sponsorship is Walmart using? A.A private brand B.A co-brand C.A licensed brand D.A national brand E.A manufacturer's brand
D.Intangibility, inseparability, variability, and perishability
What are the four special service characteristics marketers must consider when designing marketing programs? A.Intangibility, inseparability, variability, and substitutability B.Tangibility, substitutability, variability, and conformity C.Intangibility, inseparability, conformity, and perishability D.Intangibility, inseparability, variability, and perishability E.Tangibility, inseparability, variability, and perishability
A.consistency and level
What are the two dimensions of product quality? A.consistency and level B.performance and conformance C.design and innovation D.feature and design E.conformance and style
D.sense of adventure
What is the core customer value a customer might purchase when buying Urban Decay cosmetics? A.unique packaging B.variety of collections C.unusual colors D.sense of adventure E.long-lasting makeup
A.Line extension
When Doritos comes out with new flavors of its tortilla chips, what brand development strategy did it use? A.Line extension B.Brand extension C.National brand. D.Multibrand E.New brand
E.Line extension
When Doritos comes out with new flavors of their tortilla chips, what brand development strategy are they using? A.New brand B.Brand extension C.Licensing D.Multibrand E.Line extension
E.filling the line
When a company lengthens a product line by adding more items within that line's current range, it is ________. A.stretching the line downward B.stretching the line upward C.decreasing the depth of the line D.increasing the width of its product mix E.filling the line
C.product mix
A ________ consists of all the product lines and items that a particular seller offers for sale. A.line extension B.supply chain C.product mix D.store brand E.value chain
E.product line
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. A.line extension B.multibrand C.new brand D.private brand E.product line
E.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. A.feature B.package C.value chain D.line extension E.Brand
False
A company cannot stretch its product line downward
True
A company should strive to build a brand name that becomes identified with the product category, as Scotch Tape did.
A.person
A company that uses well-known celebrities to help sell its products is using ________ marketing. A.person B.internal C.organization D.interactive E.Social
True
A company's product mix has four important dimensions: width, length, depth, and consistency.
C.distinctive
A good brand name should most likely be ________. A.trendy B.long C.distinctive D.conventional E.Complex
D.observing and understanding customers and shaping their product-use experience
A good design begins with ________. A.brainstorming new product ideas B.making prototypes of the planned product C.brainstorming technical product specifications D.observing and understanding customers and shaping their product-use experience E.identifying the most suitable and aesthetic packaging
D.Good design
_______ contributes to a product's usefulness as well as to its looks. A.Sensational style B.Packaging C.Quality D.Good design E.Consistency
D.Product line filling
_______ involves adding more items within the present range of the product line. A.Brand extension B.Market diversification C.Upward product line stretching D.Product line filling E.Downward product line stretching
C.Packaging
_______ involves designing and producing the container or wrapper for a product. A.Co-branding B.Servicing C.Packaging D.Labeling E.Patenting
A.Co-branding
_______ occurs when two established brand names of different companies are used on the same product. A.Co-branding B.Licensing C.Market diversification D.Cannibalization E.Niche marketing
C.Industrial
_______ products are those products purchased for further processing or for use in conducting a business. A.Convenience B.Unsought C.Industrial D.Specialty E.Shopping
D.Services
________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. A.Liabilities B.Brands C.Specialty products D.Services E.Consumer products
C.Unsought products
________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying. A.Convenience products B.Capital items C.Unsought products D.Shopping products E.Specialty products
B. Office supplies
________ are industrial products. A.Laundry detergents B.Office supplies C.Major appliances D.Legal services E.Life insurance policies
E.Branding
________ helps the seller to segment markets. A.Product style B.Packaging C.Product design D.Product quality E.Branding
D.A brand extension
________ involves the use of a successful brand name for new or modified products in a new category. A.Co-branding B.A line extension C.Cannibalization D.A brand extension E.A product line
D.strong beliefs and values
ainville Inc. manufactures Android phones. Each new Gainville phone launch advances the cause of democratizing technology. Gainville, an expert in fostering customer community, engages customers at a deep, emotional level, and has been ranked one of the Breakaway Brands by the brand consultancy Kendell Associates. Gainville is most likely positioned on ________. A.basic product attributes B.short-term benefits C.self-image enhancement D.strong beliefs and values E.service variability
E.operating supplies
lubricants, coal, paper, and pencils are examples of ________. A.capital items B.raw materials C.installations D.specialty products E.operating supplies
C.The core customer value, the actual product, and the augmented product
. Product planners think of products on three levels. Which of the following correctly identifies the three levels? A.The branding, the packaging, and the core customer value B.The branding, the quality level, and the design C.The core customer value, the actual product, and the augmented product D.The core customer value, the actual product, and the product's position E.The core customer value, the actual product, and the quality level
C.Price and service
27. ________ are the major marketing factors in the sale of most manufactured materials and parts. A.Branding and packaging B.Public relations and brand management C.Price and service D.Branding and advertising E.Sales promotion and advertising
C.widened its product mix
A well-known cosmetic company in New York City added new product lines in order to increase its business. In other words, it ________. A.engaged in market diversification B.lengthened its existing product line C.widened its product mix D.engaged in social marketing E.decreased its product line consistency
B.more satisfied, loyal, and hardworking employees
According to the service profit chain, superior internal service quality results in ________. A.negative brand equity of newly launched products B.more satisfied, loyal, and hardworking employees C.lesser service value D.increased word-of-mouth sales E.reduced after-sale services
C.Product attributes, desirable benefits, and beliefs and values
According to the text, what are the three levels on which brands can be positioned? A.Product attributes, desirable benefits, and brand equity B.Product attributes, price, and packaging C.Product attributes, desirable benefits, and beliefs and values D.Brand equity, brand value, and brand sponsorship E. Quality, features, and desirable benefits
A. social
Advertising campaigns involving issues ranging from health care, education, and environmental sustainability to human rights and personal safety can be classified under ________ marketing. A. social B.corporate image C.internal D.person E.Place
C.perishability
Alex Smith rents storage space to college students who go home for the summer but do not want to haul all of their property home and back. The business is profitable during the summer months, but when the storage space is unoccupied in the off-season, Alex loses money. Which of the following characteristics of service is most likely the source of Alex's problem? A.variability B.inconsistency C.perishability D.inseparability E.Intangibility
A.private brand
An increasing number of retailers and wholesalers have created their own ________, also called store brands. A.private brand B.national brand C.generic brand D.manufacturer's brand E.support brand
C.product differentiation
Apollo Couriers, a company providing international express mail services, has a proactive customer communications team. The primary job of this team is to identify situations that led to customer dissatisfaction, and then provide quick remedies to fix the problems. To a great extent, this has helped Apollo in winning customer loyalty. In this instance, Apollo has benefitted from ________. A.multibranding B.place marketing C.product differentiation D.good service recovery E.co-branding
False
Attributes are the most desirable level for brand positioning because competitors can easily copy attributes.
False
Companies frequently try to offer the highest possible performance quality level.
A.unsought
Blood donations to the Red Cross are considered __________ products. A.unsought B.shopping C.convenience D.specialty E.Industrial
D.high brand equity
BlueFin canned tuna has higher sales than its unbranded rival, even though the unbranded tuna costs $0.45 less per can than BlueFin tuna. BlueFin most likely has ________. A.negative brand equity B.low brand relevance C.an aggressive brand personality D.high brand equity E.no brand commitment
E.Relevance
Brand ________ refers to how consumers feel if a brand meets their needs. A.differentiation B.dilution C.equity D.esteem E.Relevance
esteem
Brand ________ refers to how highly consumers regard and respect the brand. A.esteem B.knowledge C.differentiation D.conformance E.Relevance
True
Companies stretch downward to add prestige to their current products.
D.core customer value
Charles Revson started Revlon. He once said "We sell hope." Revson was defining the ______ of Revlon cosmetics. A.quality level B.augmented product C.branding D.core customer value E.design
False
Co-branding occurs when retailers and wholesalers create their own store brands
E.product attributes
Developing a product or service involves defining the benefits that it will offer. These benefits are communicated and delivered by ________. A.product packaging B.branding C.support services D.product labels E.product attributes
B.Brand extension
Duracell is well known for manufacturing and marketing batteries. Recently they launched the Duracell Powermat, which is a wireless charger for mobile devices. Which brand development strategy did Duracell use in this example? A.Multibrand B.Brand extension C.Licensing D.New brand E.Line extension
C.How much would (a certain new feature) be worth to you?
Features are a competitive tool for differentiating a company's product from competitors' products. Which question are companies LEAST likely to ask in a survey of buyers regarding product features? A.Which specific features of the product do you like most? B.Which features could we add to improve the product? C.How much would (a certain new feature) be worth to you? D.How do you like the product? E.Which features of the product do you like the least?
False
For few companies, the package itself has become an important promotional medium
A.Perishability
For which service characteristic do marketers need to pay close attention to fluctuations in demand? A.Perishability B.Variability C.Intangibility D.Tangibility E.Inseparability
C.conformance quality
Freedom from defects and consistency in delivering a targeted level of performance is an attribute of product's __________. A.packaging B.support services C.conformance quality D.labeling E.Branding
B.shopping
Furniture, major appliances, clothing, and hotel services are classified as __________ products. A.specialty B.shopping C.industrial D.unsought E.Convenience
True
Good service recovery can turn angry customers into loyal ones
E.product mix depth
If a company adds a new product line to its existing portfolio, it has increased its _________. A.product line length B.product mix consistency C.product support services D.product mix width E.product mix depth
B.inseparability
If a service employee provides the service, then the employee becomes a part of the service. This is an example of service ________. A.heterogeneity B.inseparability C.variability D.perishability E.Intangibility
True
In a service business, the customer and the front-line service employee interact to co-create the service
B.Level and consistency
In determining product quality, what are the two dimensions of quality marketers must decide upon? A.Consistency and packaging B.Level and consistency C.Level and price D.Consistency and conformance quality E.Level and TQM
A.computers and desks
Industrial products and services include raw materials, buildings, fixed equipment, supplies, services, and ________. A.computers and desks B.groceries C.insurance D.employees E.Electricity
A.major purchases such as elevators
Installations consist of ________. A.major purchases such as elevators B.products such as insurance C.portable office equipment such as computers D.portable factory equipment such as hand tools E.highly priced luxury goods such as Rolex watches
True
Labels range from simple tags attached to products to complex graphics that are part of the packaging
False
Line extension refers to extending an existing brand name to new product categories.
A.specialty
Manny is willing to exert special effort to find a valuable and rare 1960 baseball card featuring the famous New York Yankee, Mickey Mantle. This baseball card would be classified as a(n) ______ product. A.specialty B.convenience C.unsought D.industrial E.Shopping
E.free concert
Market offering includes everything from pure tangible goods to pure services, as well as combinations of goods and services. Which of the following is NOT a product or service? A.haircut B.breakfast cereal C.shoes D.rental car E.free concert
C.Service quality depends on who provides them, as well as when, where, and how they are provided.
One characteristic of services is their variability. What is the main reason for services being variable? A.Services cannot be stored for later use. B.Services cannot be separated from their providers. C.Service quality depends on who provides them, as well as when, where, and how they are provided. D.Services cannot be seen, tasted, or felt before they are bought. E.Services are tangible, and defects are impossible to prevent.
A.price
Product attributes include all of the following EXCEPT ________. A.price B.features C.design D.quality E.Style
True
Product line filling is overdone if it results in cannibalization and customer confusion
D.developing innovative features
Service companies can differentiate their offering by ________. A.having a lower price than their competitors B.adopting a recognizable image C.offering a stellar physical environment in which the product is delivered D.developing innovative features E.designing a superior delivery process
E.having more able and reliable customer-contact people
Service companies can differentiate their service delivery by ________. A.offering innovative product features B.using symbols and logos C.de-emphasizing branding D.instituting a hierarchical organizational structure E.having more able and reliable customer-contact people
True
Service companies can differentiate their service delivery by having more able and reliable customer-contact people.
False
Service inseparability means that the quality of services depends on who provides them, as well as when, where, and how they are provided.
A.interactive marketing
Service quality greatly depends on the quality of the buyer-dashseller interaction during the service encounter. This is known as __________. A.interactive marketing B.external marketing C.the service profit chain D.internal marketing E.image differentiation
False
Services are growing more slowly in the world economy as a percentage of gross world product than in the U.S. economy, as a percentage of gross domestic product.
D.intangible
Services cannot be seen, tasted, felt, heard, or smelled before they are bought. In other words, services are __________. A.tangible B.inseparable C.perishable D.intangible E.Variable
E.provide clean tablecloths and fresh napkins for each new customer
Which of the following actions is a restaurant owner most likely to take in order to reduce problems associated with service intangibility? A.empower employees to handle customer complaints B.increase entree prices after 6:00 p.m. C.offer discounted prices for appetizers ordered during happy hour D.hold regular employee workshops focusing on customer service E.provide clean tablecloths and fresh napkins for each new customer
E.A measure of the brand's ability to capture consumer preference and loyalty
Which of the following best describes brand equity? A.The total financial value of a brand B.That the brand is legally protected from imitation C.The extent to which two different brands in the same product category are similar D.The return on investment a firm receives from a brand E.A measure of the brand's ability to capture consumer preference and loyalty
C.A product is anything offered to a market that might satisfy a need or want.
Which of the following correctly defines a product? A.Products are tangible goods only. B.Products include tangible objects and services but not events or people. C.A product is anything offered to a market that might satisfy a need or want. D.A product is the overall market offering. E.A product consists of the actual product and the augmented product. The core customer value is not part of a product.
B.A product is anything offered to a market that might satisfy a need or want.
Which of the following correctly defines a product? A.Products include tangible objects and services, but not events or people. B.A product is anything offered to a market that might satisfy a need or want. C.Products have two levels: the actual product and the augmented product. D.Products are tangible objects offered to a market to satisfy a want or need. E.A product is not a part of the overall market offering.
E.Retail
Which of the following exemplifies a service? A.car B.laptop C.candy D.laundry detergent E.Retail
A.Airline travel
Which of the following forms of products are considered as services? A.Airline travel B.Toyota Camry C.Advice from a family doctor D.Apple iPhone E.Starbucks coffee
E.product safety
Which of the following has become a major packaging concern in recent years? A.underpackaging B.durability C.legibility of print D.colors used E.product safety
C.a milk shake at an ice cream store
Which of the following is a goods-and-services combination? A.chocolate chips B.a music lesson C.a milk shake at an ice cream store D.a train ride E.a bicycle
E.Each brand might obtain only a small market share, and none may be very profitable.
Which of the following is a potential drawback of multibranding? A.Company resources are likely to be concentrated on a single brand. B.Multibranding curbs the growth opportunities of established brands. C.Multibranding causes companies to refrain from product diversification. D.Multibranding tends to decrease brand loyalty. E.Each brand might obtain only a small market share, and none may be very profitable.
C.Co-branding allows a company to expand its existing brand into a category it might otherwise have difficulty entering alone.
Which of the following is an advantage offered by co-branding? A.Co-branding allows retailers to sell exclusive products that cannot be purchased from competitors. B.Co-branding does not involve complex legal contracts and licenses. C.Co-branding allows a company to expand its existing brand into a category it might otherwise have difficulty entering alone. D.Manufacturers do not have to invest in creating their own brand names with co-branding. E.Co-branding dilutes brand equity and increases the appeal of store brands.
C.Buyer-dashseller interaction
Which of the following is not considered one of the links in the service profit chain? A.Satisfied and loyal customers B.Satisfied and productive service employees C.Buyer-dashseller interaction D.Internal service quality E.Greater service value
E.brand relevance
Which of the following is one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength? A.brand extension B.brand convenience C.brand consistency D.brand conformance E.brand relevance
D.product attributes
Which of the following is the lowest level on which marketers can position their brands in target customers' minds? A.brand equity B.product benefits C.after-sale services D.product attributes E.beliefs and values
B.High brand equity provides a company with many competitive advantages.
Which of the following is true with regard to brand equity? A.Brand equity refers to how much consumers know about the brand. B.High brand equity provides a company with many competitive advantages. C.The total financial value of a brand can be easily measured. D.Positive brand equity derives from low brand esteem. E.A brand has positive brand equity if consumers react less favorably to it than to an unbranded version.
Products include services, events, persons, places, organizations, ideas, or a mixture of these.
Which of the following is true with regard to products? A.Products refer to only those activities that are essentially intangible. B.Products do not include experiences, organizations, persons, places, and ideas. C.Products include services, events, persons, places, organizations, ideas, or a mixture of these. D.The quality of products is far more difficult to measure than that of services. E.Products are not meant for sale in the market.
D.Services are a form of product that consists of activities, benefits, or satisfactions offered for sale.
Which of the following is true with regard to services? A.Services can be stored for later use. B.Services refer to purely tangible products. C.Services are tangible product offerings whose quality can be easily measured. D.Services are a form of product that consists of activities, benefits, or satisfactions offered for sale. E.Services can be easily separated from their providers.
B.Shopping products
_______ are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. A.Capital items B.Shopping products C.Unsought products D.Convenience products E.Supplies and repair services
B.Store brands are created and owned by resellers of a product or service.
Which of the following is true with regard to store brands? A.Increasing consumer distrust toward store brands has led to a store-brand slump. B.Store brands are created and owned by resellers of a product or service. C.Store brands are also known as national brands. D.Store brands are growing far slower than manufacturer's brands. E.Store brands have been declining in popularity and strength for more than two decades.
E.a taxi ride
Which of the following product offerings is intangible? A.a wool jacket B.a gold ring C.a package of laundry detergent D.an ink cartridge for a printer E.a taxi ride
C.How would customers use and benefit from the product?
Which of the following questions is most important for product designers to consider while developing a product? A.How does the product appear to buyers? B.Which specific features of the product do customers like most? C.How would customers use and benefit from the product? D.How can the product be packaged to stimulate instant purchase? E.What are the product's technical specifications?
D.The strongest brands are positioned on beliefs and values.
Which of the following statements about brand positioning is correct? A.Positioning the brand on product attributes is the most desirable level for brand positioning. B.Establishing a mission and vision for the brand is unrelated to brand positioning. C.Products are positioned, not brands. D.The strongest brands are positioned on beliefs and values. E.Brands cannot be positioned based on desirable benefits.
E.Training current employees better and hiring new ones with more skills can increase service productivity.
Which of the following statements about services marketing is correct? A.It is easier to define service quality than product quality. B.Service delivery cannot be differentiated. C.Services marketers do not need to differentiate their offerings. D.Due to the variability of services, top service companies set modest service-quality standards. E.Training current employees better and hiring new ones with more skills can increase service productivity.
B.Customer service is an important element of product strategy.
Which of the following statements regarding individual product decisions is correct? A.Consumers see branding as separate from the product. B.Customer service is an important element of product strategy. C.Product design and product style mean the same thing. D.Quality is important but it is not used to position products. E.The sole function of packaging is to hold and protect a product.
D.Customers' engagement with brands and customers' brand experiences are the key elements in maintaining a brand's position.
Which of the following statements regarding managing brands is correct? A.Successful branding is unrelated to managing customer touchpoints. B.Brand audits are only necessary when launching a new brand. C.Once a brand's position is firmly established, further communicating that position to consumers is a waste of resources. D.Customers' engagement with brands and customers' brand experiences are the key elements in maintaining a brand's position. E.The only company departments that must truly embrace a brand are sales and marketing.
A.Product attributes that communicate and deliver benefits to the consumer include quality, features, style, and design.
Which of the following statements regarding the important decisions in the development and marketing of individual products is correct? A.Product attributes that communicate and deliver benefits to the consumer include quality, features, style, and design. B.Product labeling is no longer subject to legal regulation. C.Determining product support services is not part of the development of individual products. D.Packaging decisions are not an important part of developing individual products. E.How a product is branded is separate from the development and marketing of individual products.
C.megabrand strategies
Which of the following strategies involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number one or number two market share positions with good growth prospects in their categories? A.licensing B.social marketing strategies C.megabrand strategies D.niche marketing strategies E.co-branding
A.brand experiences
While advertising campaigns can help create name recognition, brand knowledge, and perhaps even some brand preference, brands are not maintained by advertising but by ________. A.brand experiences B.brand differentiation C.brand awareness D.line extensions E.brand sponsorships
Fasle
Within a hotel renowned for its superior service, one registration-desk employee may be cheerful and efficient, whereas another may be irritable and slow. This exemplifies service consistency.
C.Specialty products
______ 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. A.Capital items B.Unsought products C.Specialty products D.Shopping products E.Convenience products
A.Person
______ marketing consists of activities undertaken to create, maintain, or change attitudes toward particular people. People ranging from presidents, entertainers, and sports figures to professionals such as doctors, lawyers, and architects use it to build their reputations. A.Person B.Place C.Social D.Corporate image E.Organization
D.Product quality
______ refers to the characteristics of a product or service that bear on its ability to satisfy stated or implied customer needs. A.Brand equity B.Brand personality C.Brand image D.Product quality E.Product labeling
C.Convenience products
_______ are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort. A.Supplies and repair services B.Capital items C.Convenience products D.Unsought products E.Shopping products
A.Capital items
_______ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment. A.Capital items B.Convenience products C.Unsought products D.Specialty items E.Repair items
E.Relevance
fter a brief stay at a luxury hotel in Paris, Benjamin Sanders noted that the hotel had kept every promise it made when he booked the room, meeting all his needs. He added that it was a "thoroughly comfortable and opulent experience." According to Young & Rubicam's Brand Asset Valuator, this reflects brand ________. A.knowledge B.esteem C.differentiation D.valuation E.Relevance
E.using technology more effectively
service productivity can be increased by hiring new employees who will work harder, by giving up some quality, or by ________. A.outsourcing portions of the process to other firms B.creating more self-serve opportunities for customers C.increasing the price on some of the product line D.reducing the number of products offered E.using technology more effectively
