Chapter 7 My Marketing Lab

The most powerful area companies need to make decisions about their brands is brand​ _______, which builds around strong consumer beliefs and values. A. sponsorship B. name selection C. development D. positioning E. persona

D. positioning

In building​ brands, companies need to make decisions about four key powerful areas which include​ ________________________________. A. brand​ positioning, brand name​ selection, brand​ sponsorship, and brand development B. brand extension​ selection, brand name​ selection, brand​ sponsorship, and brand development C. brand name​ selection, brand​ logos, brand​ sponsorship, and brand development D. brand name​ selection, brand​ positioning, brand​ advertising, and brand sponsorship E. brand​ positioning, brand name​ selection, advertising​ sponsorship, and brand development

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

All product lines and items offered to customers by a particular seller make up the product mix. The mix can be described by four​ dimensions, which are the tools for developing the​ company's ________ strategy. A. product B. channel and distribution C. revenue and growth D. marketing E. sales

A. product

Services are characterized by four key​ aspects, with each posing problems and marketing requirements. The four key aspects are​ ________________________. A. ​tangible, inseparable,​ variable, and perishable B. ​intangible, inseparable,​ variable, and perishable C. ​intangible, inseparable,​ variable, and imperishable D. ​intangible, separable,​ variable, and perishable E. ​tangible, separable,​ invariable, and imperishable

B. ​intangible, inseparable,​ variable, and perishable

The major product line decision involves the​ line's ______, or the number of items in the product line. A. scope B. mix C. length D. depth E. portfolio

C. length

Consumer products are products and services bought by final consumers for personal consumption. Consumer products include​ _______________ and unsought products. A. ​convenience, shopping, optional B. ​convenience, shopping, seasonal C. ​shopping, specialty, sought products D. ​convenience, shopping, specialty E. ​luxury, specialty, and unsought products

D. ​convenience, shopping, specialty

Which of the following correctly identifies the five important decisions marketers must make when developing individual products and​ services? A. ​Branding, pricing,​ advertising, distribution, and product support services B. Product​ attributes, branding,​ packaging, labeling, and product support services C. Product​ attributes, pricing,​ advertising, distribution, and promotion D. Product​ attributes, branding, quality​ level, pricing, and distribution E. Quality​ level, pricing,​ advertising, distribution, and promotion

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

A product line is a group of products that are related in​ function, customer-purchase​ needs, or distribution channels. Managers need to analyze their product lines periodically to assess​ ________. A. how each item contributes to the​ line's monthly performance B. each​ item's sales and profits and understand how each item contributes to the​ line's overall performance C. ​customer-purchase needs or distribution channels D. sales and profits as well as distribution channels E. ​customer-purchase needs including sales and profits

B. each​ item's sales and profits and understand how each item contributes to the​ line's overall performance

Companies must make important decisions about their individual products and services. Individual product decisions involve​ ________________ and product support services. A. product​ attributes, product line​ decisions, branding, labeling B. product​ attributes, branding,​ packaging, labeling C. product​ mix, branding,​ packaging, labeling D. product​ characteristics, branding,​ packaging, and labeling E. product​ colors, branding,​ packaging, labeling

B. product​ attributes, branding,​ packaging, labeling

The four major brand strategy decisions involve brand​ ________. A. ​equity, value, name​ selection, and positioning B. ​positioning, name​ selection, sponsorship, and development C. ​equity, name​ selection, sponsorship, and development D. ​equity, identity, name​ selection, and logo selection E. name​ selection, logo​ selection, sponsorship, and identity

B. ​positioning, name​ selection, sponsorship, and development

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

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

What are the two broad classifications of​ products? A. Necessity products and luxury products B. Consumer products and household products C. Consumer products and industrial products D. Grocery products and luxury products E. Consumer products and business products

C. Consumer products and industrial products

Industrial products are those purchased for further processing or for use in conducting a​ business, which include materials and​ parts, ________, and supplies and services. A. supplies and services for consumer markets B. line item products selling under​ $25,000 C. capital items D. raw materials E. supplies and services for other businesses

C. capital items

At what levels do marketers make product and service decisions​ ________? A. product​ development, individual​ product, product​ line, and product mix decisions B. primarily individual product and product mix decisions C. individual​ product, product​ line, and product mix decisions D. individual​ product, product line​ extensions, and product mix decisions E. primarily individual product and product line decisions

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

The distinction between a consumer product and an industrial product is based on the​ ________ for which the product is purchased. A. customer B. industry C. purpose .D. market E. segment

C. purpose

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​ ________. A. customer support​ staff; service providers B. ​employees; supply chain members C. sales​ teams; service providers D. ​employees; customers E. ​employees; service providers

C. sales​ teams; service providers

Services are characterized by four key​ aspects: ______________________. A. services are​ inexpensive, easy to​ find, intangible, and variable. B. services are​ intangible, variable,​ perishable, and inexpensive. C. services are​ intangible, inseparable,​ variable, and perishable. D. services are​ intangible, perishable,​ consistent, and inseparable. E. services are​ intangible, inexpensive, easy to​ find, and automated.

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

Companies must periodically audit their​ brands'________, which might turn up brands that need more​ support, brands that need to be​ dropped, or brands that must be rebranded or repositioned because of changing customer preferences or new competitors A. ​strengths, weaknesses,​ opportunities, and threats B. weaknesses and threats C. strengths and weaknesses D. strengths and opportunities E. strengths and threats

C. strengths and weaknesses

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 physical objects but also​ services, events,​ persons, places,​ organizations, ideas, or mixtures of these entities. A. ​requisition, use, attention B. ​rent, acquisition, use C. ​attention, acquisition, use D. ​acquisition, trial, attention E. ​use, purchase, acquisition

C. ​attention, acquisition, use

What are the four choices a company has for developing​ brands? A. Single​ brands, multibrands, line​ extensions, and licensing B. Line​ extensions, brand​ extensions, new​ brands, and brand phase out C. Line​ extensions, line​ supplements, new​ lines, and new brands D. Line​ extensions, brand​ extensions, multibrands, and new brands E. Line​ extensions, licensing, brand​ extensions, and new brands

D. Line​ extensions, brand​ extensions, multibrands, and new brands

Which of the following statements is true regarding the marketing of​ services? A. ​Buyer-seller interaction during the service encounter has little impact on service quality. B. ​Customer-facing employees are not important in the marketing of services. C. Service providers do not need to differentiate their offerings. D. Service providers do need to use segmentation and target marketing. E. For service​ providers, a solution to price competition is to develop a differentiated​ offer, delivery, and image.

E. For service​ providers, a solution to price competition is to develop a differentiated​ offer, delivery, and image.

The​ brand's positioning must be continuously communicated to consumers. Although advertising can​ help, brands are not maintained by advertising but by​ customers' ________. A. brand preferences B. ​long-term purchases of the brand C. attitudes toward the brand D. reactions to the brand E. brand experiences

E. brand experiences

Good service companies understand the service profit​ chain, which links​ ________. A. service firm profits with customer satisfaction B. product profits with employee and customer satisfaction C. service firm profits with employee satisfaction D. product profits with​ employee, vendor, and customer satisfaction E. service firm profits with employee and customer satisfaction

E. service firm profits with employee and customer satisfaction