MKTG Test 2
From Class: Distribution Decisions
From the point of manufacturer to the point of use
Which of the following statements about customer contact in services marketing is false?
High-contact services are less expensive to deliver because they are typically equipment-based
From Class: Services Marketing
Intangibility, Variability, Inseparability, Perishability
From Class:Product Life Cycle
Intro- why do you need this? Growth- why my product? Maturity- more of the bells and whistles Decline- unprofitable, new products are out there
From Class: Brand Development
Line extensions, brand extensions, multi-brands, new brands
From Class: Individual Product Decisions
Product Attributes-Branding-Packaging-Labeling-Product Support Services
As Justin works on the prototype of a new action-oriented computer game, he is engaging in which phase of the new-product development process?
Product Development
From Class: Why do we need stores?
Store as a destination becomes and experience- a place to augment the brand, limitless range, empowered store employees to connect with customers, tech. as an enabler of the store experience
With respect to retailing, what is the "party plan"?
a consumer acts as a host and invites friends to view merchandise in a group setting where a salesperson demonstrates the products
The three major ways to modify a product include
aesthetic, quality, and functional changes
From Class: What is a Product?
anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need
Client-based relationships are least likely to be developed by
appliance repairmen
From Class: Brand Positoning
attributes, benefits
From Class: Intangibility
billboard with doctor on it for healthcare
From Class: Marketing Channels
businesses and people moving products
A university's student body would be considered its _____ public and parents, alumni, and trustees would be included as its ______ public.
client, general
Many services base their success on building a group of satisfied customers who use their services on a regular basis over a long period of time. This critical component of success is referred to as
client-based relationship
The ability of a product to provide the same level of quality over time is called
consistency
The intangibility aspect of a service means that
consumers may have a problem evaluating service offerings
The necessary interaction between service provider and customer that allows a service to be delivered is called
customer contact
From Class: Augmented Product
delivery and credit, product support, warranty, after sale service
Client-based relationships are most likely to be developed by
doctors
From Class: Store as a destination becomes an experience
example: Burberry, everything that is online is in the store as well, amazon
Julianne is planning her upcoming wedding later this year. She had made a list of all the expenses which will be required for the wedding she had planned. Which of the following is not one of the service products associated with Julianne's wedding?
flowers for the church
When Conair adds an electrical component that automatically shuts off its curling irons when they have been left on for more than an hour. This improvement would best be classified as a
functional modification
From Class: Value of Branding to Sellers
identifies and differentiates products, helps in the introduction of new products, facilitates promotion, fosters the development of brand loyalty
From Class: Convenience Consumer Products
inexpensive, frequently purchased, batteries, chips
Personal trainers cannot complete their work without their clients present because of the _____ feature of services.
inseparability
Symbols such as the Travelers' Financial Services umbrella are designed to help customers overcome the _____ of services.
intangibility
From Class: Limitless Range
local fulfillment orders, inventory of actual store bought online, pick up today in store, ikea and whole foods expanding like this
From Class: Brand Sponsorship
manufacturers brand, private brand, licensing, co-branding
From Class: Industrial Products
material and parts, capital items, supplies and services
Product deletion can best be described as the process of deleting a product from the product mix when it
no longer satisfies a sufficient number of customers
From Class: Speciality Consumer Products
only avaliable few places, Rolex
Any service provider that offers time-sensitive services receives most of its revenue during
peak demand
A brand manager in a multiproduct firm would be responsible for
performance of a specific brand
Kate, owner of K's Tanning Salon, looks at the day's appointment schedule and notices that it is completely full. She wishes some of the empty tanning beds from earlier in the week were avaliable on this Saturday afternoon. Kate's problem deals with the _____ characteristic of services.
perishability
From Class: Four Simple Steps to Any Sale from the Mulitview guy
say hello, what do you need, tell them what you have, ask them if they want it
Jack gets a shopping list from his wife. On the list are a potted plant, fresh salmon, motor oil, bread, milk, and a birthday cake. To make just one stop to save time, Jack should go to a
supermarket
A suggested approach to deleting products, in which each product is evaluated periodically to determine its impact on the overall effectiveness of the firm's product mix, is called
systematic review
Although it has a strong customer base, Sato Japanese Restaurant rarely attracts customers by methods other than word-of-mouth communication. The manager believes this can be explained by the restaurant's location in a rough area in the city and its run-down appearance. In other words, potential customers are most concerned about
tangibles
When products are presented to television viewers, who can purchase them by calling a toll-free number and paying with a credit card, ______ is being used.
television home shopping
Tutors, attorney's, and consultants are most likely to price their services based on ____, while auto repair, hair styles, and house painters are likely to price their services based on _____.
time, functions performed
From Class: Actual Product
brand name, quality level, packaging, design, features, core customer value
Karen has been a buyer for Ocean Mist, a large cranberry processor, for several years. Believing that she knows a great deal about cranberries, their growers, and processors, she decided to go into business for herself, Karen wants to assume no risks of spoilage or price fluctuations. She sees herself as simply bringing the growers and processors together. Her new company would be a
broker
From Class: Brand Name
selection, protection
From Class: Strategy Insight
Exemplary out-of-the-box customer service, innovative cutting-edge services, value-added (revenue producing) services, service culture that differentiates (disney)
Josh tells the loan officer at First Bank and Trust that Clarksville really needs a store that offers high-quality fishing gear to enthusiasts and provides the service and advice that many people want. No other store in the area seems to provide this combination, Josh is trying to use _____ to support his request for a loan to start such a retail operation.
Retail Positioning
From Class: Unsought Consumer Products
dont think about purchasing these goods until you need to, emergency services, house payments
From Class: Value of Branding to Buyers
helps speed consumer purchases, provides a form of self expression, reduces the risk of purchase
Production and consumption of services must simultaneously occur due to the ____ characteristic of services.
heterogeneity
Services have six basic characteristics, intangibility, inseparability of production and consumption, perishability, client-based relationships, customer contact, and _____.
heterogenelty
Outback Steakhouse wants to expand its line of food products. The managers sent surveys to customers to determine which food items would appeal to them. Outback is currently in the ____ phase of new-product development.
idea generation
The primary advantage of automatic vending as a form of retailing is that
it eliminates the need for sales personnel
Victor thinks that a Lexus coupe is a quality vehicle, yet compared to Mercedes Benz, he feels the quality of Lexus is not as high. This demonstrates that the dimensions of _____ is relative or difficult to describe without a basis of comparison.
level of quality
If the manufacturer of Cool Whip were to introduce a chocolate flavored Cool Whip and still continue to produce all of its other Cool Whip products, this would be an example of
line extension
Category killers compete primarily on the basis of
low prices and enormous product availability
From Class: Shopping Consumer Products
more effort, more brand loyalty, levis blue jeans, more money
When a theater entices customers to see movies during the daytime by offering tickets at a reduced price, it is trying to solve the services marketing problem of
off-peak demand
A shopping center containing a Macy's, Sears, and JCPenney as well as dozens of specialty shops, restaurants, and entertainment is most likely a
regional shopping center
From Class: How to Handle Objections from the Mulitview guy
repeat the objection, ask if you can answer that objection then would they change their choice
When service companies change high-contact services into low-contact services, the
service becomes less personalized
The continuum of tangibility goes from _____ on one end to _____ on the other end.
service-dominant products, good-dominant products
From Class: ALDI
started in germany, 9th largest retailer in the world, #1 discount grocery retailer, people first, want people with experience, 80k for district manager, 1400 items, way less than HEB/Walmart, they are a retailer and distributor, Just-in-time deliveries, cash and debit only
From Class: Empowered Store Employees to connect with customers
the companys #1 asset are their employees to help serve their customers
Which of the following is not a factor used to classify wholesalers?
the price range of the products carried by the wholesaler
From Class: Buzz Marketing
things that blow up on social media almost randomly.....the blue/black gold/white dress
From Class: We ask questions for two reasons from the Mulitview guy
to find out information, to get the consumer invested
From Class: Variability
want zero defects need quality standards
From Class: Six things that taught Rudyard Kipling everything he Knew from the Mulitview guy
who, what, when, where, how, and why
A functional and psychological picture in the consumer's mind of a retail store is called
store image
From Class: Supply Chain Management
supply to the manufacturing process, critical for customer satisfaction, distribution is about 1/2 of marketing costs
From Class: Technology as an enabler of the store experience
tablet as POS device, visual style ordering boards like Mc Donalds
From Class: What does "omnichannel" mean?
the seamless coverage of digital and store, 1 cohesive, unified experience within a brand, 89% of retailers have not synchronized their shipping experience because of the cost and skills gap with older employees