Ch 7 Exam Prep

Support services are an important part of a customer's overall brand experience.

True

Of the three levels of products and services, the most basic level is the "actual product."

False

When a company's market offering consists of a pure tangible good, related services are typically included for an additional charge.

False

Sweet & Cream, a popular frozen yogurt chain, attracts new customers by adding new flavors to its famous frozen yogurt product line. In this case, the company has developed its brand with ________.

line extensions

Which of the following terms best describes the process of designing and producing a container or wrapper for a product?

packaging

Which of the following characteristics of a product is defined as "freedom from defects"?

quality

ZetaBike, a bicycle manufacturer, teams up with VitaWater, a sports drink producer, to introduce ZetaVita, an energy drink.

Berry, a fruit juice company, uses a well-known cartoon character to promote the company's line of children's products and pays the creator of the cartoon character a fee.

________ involves using an existing brand name for a new product category.

Brand extension

Which packaging component identifies the product or brand?

label

Which of the following is an example of an unsought product?

life insurance

Lengthening a product line beyond its current range is referred to as product line ________.

stretching

Product mix length refers to the ________.

number of different product lines the company carries

Flores Fashions promotes its clothing by emphasizing the durability and quality of the fabrics it uses. The company has positioned its brand based on ________.

product attributes