Marketing Exam 2 Chapter 7

1. Product mix ________ refers to the number of versions offered of each product in the line. Crest toothpaste comes in 13 varieties, ranging from Crest Multicare to Crest Baking Soda formulations. a. length b. depth c. height d. width e. perimeter

Depth

1. _____ contributes to a product's usefulness as well as to its looks. a. Style b. Design c. Package d. Brand e. Functionality

Design

1. Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna, even though the Kroger tuna costs $0.15 less per can. Chicken of the Sea has brand ________. a. extension b. equity c. specialty d. service e. valuation

Equity

1. Which of the following is not one of the links in the service-profit chain, linking service firm profits with employee and customer satisfaction? a. internal service quality b. evidence management c. satisfied and productive employees d. satisfied and loyal customers e. healthy service profits and growth

Evidence management

1. A company can stretch their product either upward or downward, but not both directions.

False

1. A service is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.

False

1. Co-branding is 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.

False

1. Dove marketers can go beyond the brand's cleansing cream properties and talk about the resulting benefit of softer skin. This is known as product attributes in brand positioning.

False

1. Product support services identify the product or brand, describe several things about the product, and promote the product through attractive graphics.

False

1. Retailers and wholesalers who have created their own brands—such as Wal-Mart's Sam's Choice beverages and food products—are participating in co-branding.

False

1. Service inseparability means that the quality of services depends on who provides them, as well as when, where, and how they are provided.

False

1. The service-profit chain is the set of all product lines and items that a particular seller offers for sale.

False

1. Unsought products are products that the customer buys frequently, immediately, and with a minimum of comparison and buying effort.

False

1. When a company introduces a new brand name in the same product category, it is called line extension.

False

Style is a larger concept than design. Design describes the appearance of a product.

False

1. The starting point for the product attribute of various ________ is a stripped-down model without any extras. a. co-brandings b. features c. product quality d. service variability e. markets

Features

1. Gina's Nail Salon is serious about pleasing its customers. Employees are trained to immediately and pleasantly respond to any customer complaints, and they are empowered to offer discounts and free add-ons to customers who believe they have received anything less than the best service. Gina's Nail Salon focuses on ________. a. differentiating its offer b. good service recovery c. internal marketing d. its image e. productivity

Good service recovery

1. Which type of strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number-one or number-two market share positions in their categories? a. megabrand b. service inseparability c. social marketing d. unsought product e. undifferentiated

Megabrand

1. All of the following are a manufacturer's sponsorship options for a product except ________. a. manufacturers' brand b. multibrands c. private brand d. licensed brand e. co-branding

Multibrands

1. Which of the following does not belong to the materials and parts group of industrial products? a. farm products such as wheat b. natural products such as iron ore c. repair and maintenance items d. petroleum e. lumber

Repair and maintenance items

1. _____ means that services cannot be separated from their providers, whether the providers are people or machines. a. Service intangibility b. Service inseparability c. Service variability d. Service perishability e. Service heterogeneity

Service inseparability

1. _____ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought. a. Service inseparability b. Service variability c. Service intangibility d. Service perishability Service heterogeneity

Service intangibility

1. The impossibility of a barber storing haircuts for later sale is an example of which of the following? a. service intangibility b. service inseparability c. service variability d. service perishability e. provider-customer interaction

Service perishability

1. JB Auto Detailing's customers have noticed that the quality of services depends on who provides them as well as when, where, and how they are provided. What have the customers noticed? a. service intangibility b. service inseparability c. service variability d. service perishability e. service distinction

Service variability

1. _____ 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. Line extensions b. Services c. Brands d. Consumer products e. Supplements

Services

1. Mabel Lu is planning to buy a new washing machine. She notices that they come in numerous price ranges. She wants to make sure she gets the most for her money. This product is a(n) ________ product. a. augmented b. specialty c. convenience d. shopping e. unsought

Shopping

1. _____ are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. Consumers spend much time and effort in gathering information and making comparisons about these products. a. Shopping products b. Convenience products c. Unsought products d. Industrial products e. Line extensions

Shopping products

1. The Ad Council of America has developed dozens of ________ marketing campaigns, including classics such as "Smokey the Bear," "Keep America Beautiful," and "Only You Can Prevent Forest Fires." a. social b. brand equity c. service d. product line e. extensive

Social

1. Public health campaigns to reduce smoking, alcoholism, drug abuse, and overeating are all examples of ________. a. specialty products b. social marketing c. shopping products d. consumer products e. responsibility marketing

Social Marketing

1. _____ is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well-being and that of society. a. Unsought product marketing b. Internal marketing c. Social marketing d. Product line e. Interactive marketing

Social Marketing

1. A hickory rocking chair, handmade by an Amish woodcarver in northern Indiana from locally grown wood, is an example of a(n) ________. a. convenience product b. shopping product c. specialty product d. service e. augmented product

Specialty product

1. _____ 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. Shopping products b. Unsought products c. Specialty products d. Industrial products e. Line extensions

Specialty products

1. The strongest brands go beyond attributes or benefit positioning; they are positioned on ________. a. desirable benefit b. good packaging c. service inseparability d. strong beliefs and values e. customer image

Strong Beliefs and values

1. A sensational ________ may grab consumers' attention and produce pleasing aesthetics, but it does not necessarily improve a product's performance. a. design b. style c. experience d. service-profit chain e. augmented product

Style

1. Paper, pencils, lubricants, paint, nails, and brooms are examples of ________. a. supplies b. capital items c. raw materials d. specialty products e. installations

Supplies

1. Many companies now use a combination of phone, e-mail, fax, Internet, and other technologies to provide ________ . a. labeling information b. brand equity c. support services d. packaging advantages e. product mixes

Support services

1. Sony must offer more than just a camcorder. It must provide consumers with a complete solution to their picture-taking problems. This is called an augmented product.

True

1. Successful service companies focus their attention on both their customers and their employees.

True

1. Products and services fall into two broad classes based on the types of consumers that use them. Which of the following is one of these broad classes? a. industrial products b. specialty products c. supplies and services d. materials and parts e. convenience products

industrial products

1. In the competition between ________ and ________ brands, retailers have the advantages of controlling what products will be stocked, where products will be stocked, and what prices will be charged. a. national; manufacturers' b. store; private c. national; private d. store; licensed e. private; distributor

national; private

1. _____ consists of activities undertaken to create, maintain, or change attitudes or behavior toward particular people. a. Corporate image advertising b. Organization marketing c. Person marketing d. Social marketing e. Intermarket marketing

person marketing

1. Product is a key element in ________. At one extreme, it may consist of pure tangible goods or at the other extreme, pure services. a. the market offering b. brand equity c. brand extension d. co-branding e. the market experience

the market offering

1. Which of the following is(are) examples of product line depth? a. hamburger and cheeseburger b. hamburger and fries c. Coke and Diet Coke d. A and C e. all of the above

A and C

1. Which of the following is an advantage offered by co-branding? a. Manufacturers do not have to invest in creating their own brand names. b. Retailers have exclusive products that cannot be purchased from competitors. c. A company can expand its existing brand into a category it otherwise might have difficulty entering alone. d. Advertising, sales, promotion, and marketing must be carefully coordinated. e. Brand equity is stabilized.

A company can expand its existing brand into a category it otherwise might have difficulty entering alone

1. A brand's positioning must be continuously communicated to consumers, so major brand marketers often spend huge amounts on advertising to create brand ________ and to build preference and loyalty. a. extension b. awareness c. packaging d. internal marketing e. preference

Awareness

1. A key element in a company's relationship with consumers, a ________ represents consumers' perceptions and feelings about a product and its performance. a. product line b. product experience c. brand d. service e. product attribute

Brand

1. A(n) ________ is a name, term, sign, symbol, design, or a combination of these, that identifies that maker or seller of a product or service. a. service b. brand c. co-branding d. internal marketing e. external marketing

Brand

1. A manager of a Holiday Inn said, "We have power and value in the market and people are willing to pay for it." This manager is referring to ________. a. social marketing b. brand equity c. specialty products d. line filling e. product length

Brand equity

1. Advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference. However, brands are not maintained by advertising but by the ________. a. marketing experience b. line extensions c. brand experience d. product mix e. word-of-mouth elements

Brand experience

1. A ________ involves the use of a successful brand name to launch new or modified products in a new category. a. line extension b. product line c. brand extension d. private brand e. brand symbol

Brand extension

1. An apparel marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented? a. line extension b. brand extension c. multibranding d. new brands e. rebranding

Brand extension

1. Which of the following is not one of the consumer perception dimensions used by Young & Rubicam's Brand Asset Valuator to measure brand strength? a. brand differentiation b. brand knowledge c. brand valuation d. brand esteem e. brand relevance

Brand valuation

1. Some analysts see ________ as the major enduring asset of a company, outlasting the company's specific products and facilities. a. brands b. convenience products c. specialty products d. unsought products e. staples

Brands

1. Which of the following capital items is not considered accessory equipment? a. buildings b. hand tools c. lift trucks d. desks e. chairs

Buildings

1. To achieve their social change objectives, social marketing programs ________. a. utilize only the promotional P of the marketing mix b. utilize only the promotional and product Ps of the marketing mix c. work to influence individuals' behavior to improve their well-being d. utilize all of the Ps in the marketing mix e. C and D

C and D

1. _____ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment. a. Materials b. Parts c. Capital items d. Specialty items e. Supplies

Capital Items

1. In most ________ situations, one company licenses another company's well-known brand to use in combination with its own. a. brand extension b. brand equity c. co-branding d. internal marketing e. line extension

Co-branding

1. _____ occurs when two established brand names of different companies are used on the same product. a. A brand extension b. Brand equity c. Co-branding d. Internal marketing e. Cannibalization

Co-branding

1. Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance? a. private brand b. product c. total quality management d. conformance e. adherence

Conformance

1. 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. depth b. length c. width d. consistency e. perimeter

Consistency

1. _____ are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products. a. Services b. Consumer products c. Line extensions d. Industrial products e. Straight extensions

Consumer products

1. You have an upset stomach. Your spouse rushes to the corner convenience store for a bottle of Pepto-Bismol. This product is a(n) ________ product. a. unsought b. convenience c. augmented d. shopping e. specialty

Convenience

1. Product planners need to think about products and services on three levels. The most basic level is the ________, which addresses the question, "What is the buyer really buying?" a. actual product b. augmented product c. core benefit d. co-branding e. exchange

Core benefit

1. General Electric's campaign stating, "We bring good things to life" is an example of ________. a. personal marketing b. corporate image marketing c. product quality d. product line e. Social marketing

Corporate image marketing

1. The fundamental asset underlying brand equity is ________—the value of the customer relationships that the brand creates. A powerful brand is important, but what it really represents is a set of loyal consumers. a. the customer mix b. customer equity c. line equity d. service variability e. the service encounter

Customer equity

1. Which of the following is the most important for product designers to consider as they develop a product? a. which product features can be added to create higher-level models b. how the product appears c. what the product's technical specifications are d. how customers will use and benefit from the product e. how the product is packaged to attract spontaneous purchases

How customers will use and benefit from the product

1. All of the following are methods for developing a differentiated service offer, delivery, or image except ________. a. offering innovative features b. increasing the quantity of service by giving up some quality c. having more reliable customer-contact people d. developing symbols and branding e. designing a superior delivery process

Increasing the quantity of service by giving up some quality

1. _____ are those products purchased for further processing or for use in conducting a business. a. Unsought products b. Specialty products c. Shopping products d. Industrial products e. Accessories

Industrial products

1. Most manufactured materials and parts are sold directly to ________. Price and service are the major marketing factors; branding and advertising tend to be less important. a. consumers b. industrial users c. brand extensions d. co-branders e. wholesalers

Industrial users

1. A company must consider four special service characteristics when designing marketing programs. Which is not one of these characteristics? a. intangibility b. inseparability c. perishability d. interactive marketing e. variability

Interactive marketing

1. Because service quality depends on the quality of buyer-seller interaction during the service encounter, service marketers use ________ to train employees in the art of interacting with customers to satisfy their needs. a. internal marketing b. external marketing c. interactive marketing d. service differentiation e. service productivity

Interactive marketing

1. Through ________, the service firm trains and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction. a. service inseparability b. service intangibility c. service variability d. internal marketing e. external marketing

Internal marketing

1. A company can increase its business in four ways. Which is not one of these ways? a. It can add new product lines, thus widening its product mix. b. It can lengthen its existing product lines. c. It can add more versions of each product and thus deepen its product mix. d. It can discontinue some of its lines. e. It can increase the consistency of its product mix.

It can discontinue some of its lines

1. At the very least, the ________ identifies the product or brand. It might also describe several things about the product. a. line extension b. social marketing c. label d. specialty product e. package

Label

1. _____ has been affected by the need to include unit pricing, open dating, and nutritional information. a. branding b. packaging c. labeling d. product line filling e. product mixing

Labeling

1. What are the two dimensions of product quality? a. performance and resistance b. level and consistency c. conformance and style d. design and innovation e. features and design

Level and consistency

1. For a fee, some companies ________ names or symbols previously created by other manufacturers, names of well-known celebrities, and/or characters from popular movies and books, any of which can provide an instant and proven brand name. a. service b. license c. market d. package e. brand

License

1. _____ occur(s) 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. Line extensions b. Product mix c. Interactive marketing d. Service variability e. Service intangibility

Line extensions

1. Berkowitz Piano Company can expand its product line in one of two common ways. Which of the following is one of the ways that might prove productive? a. Internal marketing b. Line filling c. Product mix d. Social marketing e. Line mixing

Line filling

1. Helene Curtis began to market shampoo for normal hair. In an attempt to increase profits and use excess market capacity, Helene Curtis then marketed shampoo for oily hair and color-treated hair. This is an example of ________. a. line filling b. social marketing c. a shopping product d. an unsought product e. people marketing

Line filling

1. The ________ requires sellers to provide detailed nutritional information on food products. a. Fair Packaging and Labeling Act of 1966 b. Nutritional Labeling and Educational Act of 1990 c. Labeling Act of 1970 d. Packaging Act of 1970 e. Federal Trade Commission Act of 1914

Nutritional labeling and educational act of 1990

1. _____ consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization. a. Person marketing b. Organization marketing c. Internal marketing d. Service variability e. Intelligence marketing

Organization marketing

1. In recent years, product safety and environmental responsibility have become major ________ concerns. a. branding b. packaging c. labeling d. service e. product line

Packaging

1. _____ involves designing and producing the container or wrapper for a product. a. Packaging b. Product line c. Service d. Branding e. Labeling

Packaging

1. _____ involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, and regions. a. Idea marketing b. Place marketing c. Social marketing d. Interactive marketing e. Organization marketing

Place marketing

1. Costco's Kirkland products are an example of a(n) ________. a. organizational brand b. support brand c. private brand d. sponsorship brand e. manufacturer's brand

Private brand

1. An increasing number of retailers and wholesalers have created their own ________, also called store brands. a. unsought products b. private brands c. specialty products d. service variability e. shopping products

Private brands

1. We define a ________ as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. a. private brand b. service variability c. service d. product e. service encounter

Product

1. Developing a product or service involves defining the benefits that it will offer. These benefits are communicated and delivered by ________ such as quality, features, and style and design. a. private brands b. product attributes c. consumer products d. product mixes e. marketing tools

Product attributes

1. Which of the following is the lowest level on which marketers can position their brands in target customers' minds? a. interactive marketing b. internal marketing c. product attributes d. strong beliefs and values e. added service

Product attributes

1. 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. product line b. line extension c. private brand d. convenience product e. product bandwidth

Product line

1. An alternative to product line stretching is ________, adding more items within the present range of the line. a. product mix b. interactive marketing c. product line filling d. co-branding e. service marketing

Product line filling

1. The major product line decision involves ________. a. line stretching b. moving the line upward or downward c. product line filling d. product line length e. product packaging

Product line length

1. When a company lengthens its product line beyond its current range, it is ________. a. product line filling b. product line stretching c. product mixing d. increasing product depth e. building brand equity

Product line stretching

1. An organization with several product lines has a ________, which consists of all the product lines and items that a particular seller offers for sale. a. product mix b. brand line c. consumer mix d. packaging mix e. line extension

Product mix

1. _____ is one of the marketer's major positioning tools because it has a direct impact on product or service performance; thus, it is closely linked to customer value and satisfaction. a. Packaging b. Product quality c. Social marketing d. Specialty marketing Position marketing

Product quality

1. Which of the following is not a desirable quality for a brand name? a. It should suggest something about the product's benefits and qualities. b. It should be easy to pronounce, recognize, and remember. c. The brand should almost always be a long word to get attention. d. The name should translate easily into foreign languages. e. It should be distinctive.

The brand should almost always be a long word to get attention

1. Which of the following is a potential drawback of multibranding? a. Consumers may become confused about the image of the main brand. b. An overextended brand name might lose its specific meaning for consumers. c. Different product features can appeal to consumers with different buying motives. d. The company's resources may be spread over too many brands. e. The company can occupy more retail shelf space.

The companys resources may be spread over too many brands

1. _____ is an approach in which all the company's people are involved in constantly improving the products, services, and business processes. a. Product quality b. Brand equity c. Total quality management d. Specialty product marketing e. Positioning

Total quality management

1. A brand name should translate easily into foreign languages.

True

1. A company might stretch their product line upward to add prestige to their current products.

True

1. A company's market offering usually includes some support services.

True

1. A company's product mix has four important dimensions: width, length, depth, and consistency.

True

1. An example of service variability is that within a given Marriott hotel, one registration-desk employee may be cheerful and efficient, whereas another may be unpleasant and slow.

True

1. Attributes are the least desirable level for brand positioning because competitors can easily copy attributes and customers are more interested in what attributes will do for them than in the attributes themselves.

True

1. Because so many purchase decisions are made in stores, a product's packaging may be a seller's last and best chance to influence consumers.

True

1. Branding can add consumer value to a product.

True

1. Cannibalization and customer confusion about product differentiation are two potential results if line filling is overdone.

True

1. Customer retention is perhaps the best measure of quality—a service firm's ability to hang on to its customers depends on how consistently it delivers value to them.

True

1. Customers come to know a brand through a wide range of contacts and touch points, including word of mouth, personal interactions with company people, telephone interactions, and company Web pages.

True

1. Good service recovery can turn angry customers into loyal customers and can even win more customer purchasing and loyalty than if no problem had occurred in the first place.

True

1. In a service business, the customer and front-line service employee interact to create the service.

True

1. One aspect of managing service differentiation is the company's service delivery.

True

1. Quaker produces a variety of cereals. This variety is called its product line.

True

1. Service productivity can be managed by increasing the quantity of service and giving up some quality.

True

1. Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.

True

1._____ 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. a. Specialty products b. Line extensions c. Unsought products d. Shopping products e. Convenience products

Unsought products

1. The total financial value of a brand is measured through the process of brand ________. a. differentiation b. valuation c. extensions d. positioning e. equity

Valuation

1. In assessing which new features to add to a product, a company must weigh each feature's ________ to customers versus its ________ to the company. a. cost; line extension b. cost; service c. value; cost d. service; line extension e. equity; cost

Value; cost

1. Product mix ________ refers to the number of different product lines the company carries. Procter & Gamble markets 250 brands organized into many product lines. a. length b. height c. width d. perimeter e. depth

Width

1. A company has four choices when it comes to developing brands. Which is not one of those choices? a. line extension b. brand extension c. multibrands d. width and depth extension e. new brands

Width and depth extension

1. When the Twin Six Cafe provides gourmet menu options to its customers, as well as impeccable service—which even allows customers to hand-select their own cuts of meat—_____ is(are) are evident. a. only an actual product b. only an augmented product c. only a core benefit d. both a core benefit and an actual product e. a core benefit, an actual product, and an augmented product

a core benefit, an actual product, and an augmented product

1. Product planners must design the actual product and find ways to ________ it in order to create the bundle of benefits that will create the most customer value. a. promote b. package c. brand d. augment e. present

augment

1. The third level of a product that product planners must build is a(n) ________ around the core benefit and actual product that offers additional consumer services and benefits. a. augmented product b. brand equity c. brand extension d. industrial product e. image

augmented product

1. To differentiate themselves, many companies are moving to a new level in creating value for their customers. Going beyond products and services, they are developing and delivering customer ________. a. quality b. experiences c. brands d. product lines e. events

experiences