Chapter 7 Questions
The totality of a company's product lines and items offered to customers is known as its _________________. A. product line length B. product line width C. product line depth D. product mix E. product lines
D
Services are characterized by four key aspects: ______________________. A. services are intangible, inseparable, variable, and perishable B. services are inexpensive, easy to find, intangible, and variable C. services are intangible, inexpensive, easy to find, and automated D. services are intangible, variable, perishable, and inexpensive E. services are intangible, perishable, consistent, and inseparable
A
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? A Brand equity B. Brand personality C. Brand name D. Brand positioning E. Brand voice
A. Some analysts see brands as the major enduring asset of a company. Brands are more than just names and symbols; they embody everything that the product or the service means to consumers. Brand equity is the positive differential effect that knowing the brand name has on customer response to the product or the service
Marketers must make important decisions when developing individual products and services. Which of the following correctly identifies those important decisions? A. Quality level, pricing, advertising, distribution, and promotion B. Product attributes, pricing, advertising, distribution, and promotion C. Product attributes, branding, packaging, labeling, and product support services D. Branding, pricing, advertising, distribution, and product support services E. Product attributes, branding, quality level, pricing, and distribution
C
When marketers create services marketing strategy, they understand they must execute on external marketing but also develop _______________________________. A. employee and customer-facing marketing strategies as well B. create strategies that enhance buyer-seller interaction C. interactive marketing strategies for service providers and vendors D. internal strategies to motivate employees and interactive marketing to create service delivery skills among service providers E. internal marketing programs for customer service representatives
D
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? A. Brand development B. Brand name selection C. Brand sponsorship options D. Brand positioning E. Brand licensing opportunitie
E