ch 7 Marketing study plan (Pearson)

Service providers often face price competition. As a solution to​ this, service providers can further differentiate themselves based on which three​ characteristics?

The service offer, delivery, image

Consumer products are products and services bought by final consumers for personal consumption. Consumer product classifications include​ _______________, and unsought products.

Convenience, shopping, specialty

Services marketing strategy calls not only for external​ marketing, but also for internal marketing to motivate​ ________ and interactive marketing to create service delivery skills among​ ________.

employees; service providers

When a company lengthens a product line by adding more items within that​ line's current​ range, the company is​ ________.

filling the line

Which of the following correctly identifies the levels for which marketers make product and service​ decisions?

individual​ product, product​ line, and product mix decisions

Companies must make important decisions about their individual products and services. Individual product decisions involve​ ________________, and product support services.

product​ attributes, branding,​ packaging, labeling

Good service companies understand the service profit​ chain, which links​ ________.

service firm profits with employee and customer satisfaction

Services are characterized by four key​ aspects: ______________________.

services are​ intangible, inseparable,​ variable, and perishable

Broadly​ defined, a product is anything that can be offered to a market for​ ___________, or consumption that might satisfy a want or need. Products include not only physical​ objects, but also​ services, events,​ persons, places,​ organizations, ideas, or mixtures of these entities.

​attention, acquisition, use

Services are characterized by four key​ aspects, with each posing problems and marketing requirements. The four key aspects are​ ________________________.

​intangible, inseparable,​ variable, and perishable

The number of product lines a company manages is the product mix​ ______. The total number of items a company carries within its product line is the product mix​ _____.

​width; length

Which of the following correctly describes the classifications into which products and services​ fall? A. Luxury products and​ non-luxury products B. Consumer products and business products C. Technology products and​ non-technology products D. Wholesale products and retail products E. Consumer products and industrial products

E. Consumer products and industrial products

When marketers create services marketing​ strategy, they understand they must execute on external marketing but also develop​ _______________________________.

internal strategies to motivate employees and interactive marketing to create service delivery skills among service providers

Which of the following terms correctly describes the positive differential effect that knowing the brand name has on customer response to the product or the​ service?

Brand equity

When a company builds a​ brand, it needs to make important decisions regarding the brand. Of the​ following, which is NOT one of those​ decisions?

Brand licensing opportunities

in building​ brands, companies need to make decisions about four key powerful​ areas: ________________________________.

brand​ positioning, brand name​ selection, brand​ sponsorship, and brand development

Which of the following is the correct definition of a​ product? A. product is a tangible good that can be offered to a market for​ attention, acquisition,​ use, or consumption that might satisfy a want or need. B. A product is a tangible good or a service that can be offered to a market for consumption that might satisfy a want or need. C. A product is anything that can be offered to a market for consumption that does not satisfy a want or need. D. A product is a tangible good or a service that can be offered to a market for​ attention, acquisition,​ use, or consumption that does not satisfy a want or need. E. A product is anything that can be offered to a market for​ attention, acquisition,​ use, or consumption that might satisfy a want or need.

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

Marketers must make important decisions when developing individual products and services. Which of the following correctly identifies those important​ decisions?

Product​ attributes, branding,​ packaging, labeling, and product support services

The distinction between a consumer product and an industrial product is based on the​ ________ for which the product is purchased.

purpose

The strongest brands are positioned on​ ______.

beliefs and values

A​ brand's positioning must be continuously communicated to consumers. Although advertising can​ help, brands are maintained not by​ advertising, but by​ customers' ________.

brand engagement and brand experiences

Charles Revson of Revlon once​ said, "In the factory we make​ cosmetics; in the store we sell​ hope." Which product level is Revson referring​ to?

core customer value

Firms have four brand development choices. These are​ _____________.

line​ extensions, brand​ extensions, multibrands, and new brands

The totality of a​ company's product lines and items offered to customers is known as its​ _________________.

product mix