Marketing 350 Ch. 8

Otis elevator sells its equipment to contractors and builders to install in buildings. The firm is primarily selling what type of product? a. materials and parts b. capital items c. manufactured materials d. services e. supplies

capital items

Naming a brand is not a simple task because there are several issues the firm must address to develop a desirable name. A firm started in 1988 named the brand Twentieth Century Computer. What name factor did the firm ignore? a. able to be registered and legally protected b. able to be translated into foreign languages c. pronounceable and recognizable d. suggests some quality of the product e. able to be extended

able to be extended

Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need can be considered what? a. market offering b. tangible objects c. an acquisition d. a product e. services

a product

_____ are industrial products that aid in the buyer's production, or operations, including installations and accessory equipment a. capital items b. supplies and services c. materials and parts d. specialty products e. shopping products

capital items

A buyer purchases a new vacuum cleaner to use in his house-cleaning business. Which type of purchase is this considered? a. convenience product b. unsought product c. shopping product d. industrial product e. specialty

industrial product

A firm might engage in product line filling and stretching for several reasons including all of the following but one. Which is not a reason marketers stretch and fill product lines? a. to cannibalize the product line b. to each additional profits c. to keep competitors out of the market d. to use excess capacity e. to be the leading full-line firm in the market

to cannibalize the product line

What is the purpose of a service profit chain? a. to produce and consumer services at the same time b. to vary the quality of services based on the provider c. to link service firm profits with employee and customer satisfaction d. to store services for later sale or use

to link service firm profits with employee and customer satisfaction

What is a service? a. the activity of designing and producing the container or wrapper for a product b. a product bought by individuals and organizations for further processing or for use in conducting a business c. an activity, benefit, or satisfaction offered for sale is essentially intangible and does not result in the ownership of anything d. a product bought by final consumers for personal consumption

an activity, benefit, or satisfaction offered for sale that is essentially intangible and does not result in the ownership of anything

Which of the following is part of the process of brand positioning? a. name selection b. attributes and benefits c. line extensions, brand extensions, multi-branding, and new brands d. private brand, licensing, and co-branding

attributes and benefits

Consumers see products as complex bundles of benefits that satisfy their needs, but there are different levels of the product. For example, when a consumer buys a cup of Starbucks coffee, he is buying more than a caffeinated beverage, but also an experience in the store that often is referred to as the "third place." This is considered to be which of the three elements of the product? a. core customer value b. actual product c. services d. tangible product e. augmented product

augmented product

Consumer products include several different categories of goods that consumers buy that are classified primarily by the ways in which consumers buy the, Which of the following describes the variations of a product? a. augmented products b. unsought products c. convenience products d. shopping products e. specialty products

augmented products

A brand such as Apple, which has deep relationships with loyal customers, positions the brand on the highest level of positioning using what dimension? a. benefit b. beliefs and values c. attributes d. features e. equity

beliefs and values

Many experts say that the most distinctive skill a professional marketer might have is the ability to build and manage a _____, which can include a name, term, sign, symbol, or design, or a combination of these a. design b. brand c. copyright d. trademark e. style

brand

A brand has positive _____ when consumers react more favorably to it than to a generic or unbranded version of the same product a. brand equity b. brand knowledge c. brand positioning d. customer equity e. brand value

brand equity

Firms like Coca-Cola, Harley-Davidson, Apple, and Google measure their respective brand's ability to capture consumer preference and loyalty. What is the differential effect that knowing the brand name has on customer response to the product and its marketing called? a. brand asset b. brand value c. brand position d. brand equity e. brand score

brand equity

Starbucks' introduction of packaged supermarket coffees is an example of the concept of _____ a. brand equity b. co-branding c. brand knowledge d. brand extension e. store brands

brand extension

_____ is using an existing brand name for new product categories a. brand extension b. co-branding c. brand equity d. store branding

brand extension

Interactive marketing means that service quality depends heavily on the quality of the _____ interaction during the service encounter. a. delivery of profits b. service quality c. service delivery d. buyer-seller e. vendor-supplier

buyer-seller

Candy, laundry, detergent, and magazines are all examples of _____ products, which are consumer products and services that customers usually buy frequently., immediately, and with minimal comparison and buying effort a. specialty b. convenience c. shopping d. unsought e. industrial

convenience

Which of the following is a consumer product that customer usually buy frequently, immediately, and with minimal comparison and buying effort? a. specialty product b. convenience product c. unsought product d. shopping product

convenience product

Consumers see products as complex bundles of benefits that satisfy their needs, but there are different levels of the product. For example, when a consumer buyers an iPad, he is buying entertainment, communication, and connectivity: This is considered to be which of the three elements of the product? a. actual product b. core customer value c. augmented product d. market offering e. pure services

core customer value

After the Exxon Valdez oil spill in Alaska, Exxon spent heavily on an advertising campaign to tell the public what was being done to clean up the spill and protect the environment and Alaskan wildlife. In what type of marketing activity did Exxon engage? a. person marketing b. social marketing c. organization marketing d. place marketing e. corporate image

corporate image

Typically, the package label is used in several ways by the marketer beyond simply identifying the product. What are the other functions of the label? a. providing consumer product safety b. protection of the product c. filing and stretching the product line d. standardizing the units of measurement e. describing the product and promoting the brand

describing the product and promoting the brand

Product line _____ involves adding more items within the present range of the line a. consistency b. length c. stretching d. depth e. filling

filling

Which of the following is part of brand name selection? a. private brand, licensing, and co-branding b. targeting brands clearly in customers' minds c. line extensions, brand extensions, multi-branding, and new brands d. finding the best name for a product

finding the best name for a product

Greater than 80% of the American economy is derived from the service sector. There are several dimensions on which service marketing differs from product marketing, including four of the following. Which dimension could equally apply to services and products? a. perishability b. immeasurability c. inseparability d. variability e. intangibility

immeasurability

Patients undergoing cosmetic surgery cannot see the result before the purchase. Airline passengers have nothing but a ticket and a promise that they and their luggage will arrive safely at the intended destination, hopefully at the same time. These examples illustrate the service characteristic of _____ a. profitability b. perishability c. inseparability d. intangibility e. variability

intangibility

Successful service providers understand the elements of the service profit chain, which links service firm profits with employee and customer satisfaction. Before the Brew House restaurant opens a new facility, it sends all servers and bartenders to "beer school" to learn how different beers are made and which to recommend with different meals. Which element of the service profit chain encompasses this type of activity? a. internal service quality b. satisfied and productive service employees c. healthy service profits and growth d. satisfied and loyal customers e. greater service value

internal service quality

Brand sponsorship includes _____ a. brand name selection b. line extensions, brand extensions, multi-branding, and new brands c. attributes and benefits d. licensing and co-branding

licensing and co-branding

Packaging has increased roles it plays for marketers. From the following activities, which one would the marketing manager want to avoid in designing the packaging? a. provide safety for the consumer b. boost sales c. over pack the item d. hold and protect the product e. act as a marketing tool

over pack the item

Some doctors charge their patients when they do not show up for their appointment, reasoning that the value of the service was present at the appointment time and disappeared when the patient failed to show up. This example illustrates the service characteristic of _____ a. inseparability b. perishability c. intangibility d. variability e. profitability

perishability

The major brand strategy decisions a firm has to make in building a strong brand begins with brand _____ and is followed by brand _____. a. brand development; positioning b. brand sponsorship; name selection c. name selection; positioning d. name selection; brand sponsorship e. positioning; name selection

positioning; name selection

Goody, a company that makes hair brushes and combs, has several sponsorship options facing it. If it sells the majority of its products under the Kirkland brand name for Costco, what is the sponsorship selected? a. national branding b. manufacturer branding c. co-branding d. private branding e. licenses branding

private branding

______ refers to anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need a. product quality b. product mix c. product line d. product

product

Proctor and Gamble divides its 106 American brands into 7 categories such as laundry, detergents, shampoos and hair care and so on. Within each of those 7 categories, shampoo, for example, has multiple brands such as Pantene, Herbal Essence, and Head and Shoulders, with 5-35 varieties of sizes and scents in each brand. Pantene shampoo, conditioner and hair styling products are available in 33 different versions representing which aspect of the firm's offering? a. product depth b. product length c. product width d. product consistency e. product mix

product depth

Which term refers to a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges? a. product lines b. brand c. product mix d. social marketing

product lines

Proctor and Gamble divides its 106 American brands into 7 categories such as laundry, detergents, shampoos and hair care and so on. Within each of those 7 categories, shampoo, for example, has multiple brands such as Pantene, Herbal Essence, and Head and Shoulders, with 5-35 varieties of sizes and scents in each brand. P&G's product offering across these 7 categories is described as which of the following? a. product mix b. product length c. product consistency d. product depth e. product width

product mix

_____ is the set of all products and items that a particular seller offers for sale a. product mix b. social marketing c. product line d. brand

product mix

Which term refers to the characteristics of a product or service that bear on its ability to satisfy stated or implied customer needs? a. product mix b. product c. product quality d. product line

product quality

A firm's market offering might include a range of options from _____ such as gasoline or toasters at one end to _____ such as a haircut or a trip to the dentist a. experiences; pure tangible goods b. pure services; experiences c. pure services; pure tangible goods d. experiences; pure services e. pure tangible goods; pure services

pure tangible goods; pure services

_____ means that the quality of services may vary greatly depending on who provides them and when, where, and how they are provided a. service profit chain b. service inseparability c. service perishability d. service variability

service variability

Service inseparability means that _____. a. the quality of services may vary greatly depending on who provides them and when, where, and how they are provided b. services are produced and consumed at the same time and cannot be separated from their providers c. service firm profits are connected to employee and customer satisfaction d. services cannot be stored for later sale or use

services are produced and consumed at the same time and cannot be separated from their providers

Service perishability means that _____ a. services are produced and consumed at the same time and cannot be separated from their providers b. the quality of services may vary greatly depending on who provides them and when, where, and how they are provided c. service firm profits are linked with employee and customer satisfaction d. services cannot be store for later sale or use

services cannot be store for later sale or use

A consumer is in the market for a product that is less frequently purchased and for which she will compare carefully the dimensions such as suitability, quality, price, and style. In looking for this product, she will spend time and effort gathering information and making comparisons before making the purchase. Which type of product category is this? a. unsought b. augmented c. convenience d. specialty e. shopping

shopping

A(n) _____ is a consumer product that the customer, in the process of selecting and purchasing, usually compares on such attributes as suitability, quality, price, and style a. convenience product b. unsought product c. shopping product d. specialty product

shopping product

A man is looking to buy his wife a birthday gift and heads to the Apple store to purchase a new iPhone. Which type of consumer product category is this purchase? a. augmented b. specialty c. convenience d. unsought e. shopping

specialty

_____ is a brand created and owned by a reseller of a product or service a. brand equity b. co-branding c. brand extension d. store brand

store brand

Brand equity is ______ a. a brand created and owned by a reseller of a product or service b. extending an existing brand name to new product categories c. the practice of using the established brand names of two different companies on the same product d. the differential effect that knowing the brand name has on customer response to the product or its marketing

the differential effect that knowing the brand name has on customer response to the product or its marketing

Co-branding is ______ a. the practice of using the established brand names of two different companies on the same product b. the extension of an existing brand name to new product categories c. a brand created and owned by a reseller of a product or service d. the differential effect that knowing the brand name has on customer response to the product or its marketing

the practice of using the established brand names of two different companies on the same product

For most competitive companies, customer-driven quality has become a way of doing business. One of the most commonly used approaches, known as _____, is one in which all of the company's people are involved in constantly improving the quality of products, services, and business processes. a. return-on quality b. quality leveling c. performance quality d. conformance quality e. total quality management

total quality management

Product mix ______ refers to the number of different lines the company carries a. depth b. stretching c. length d. consistency e. width

width

With regard to consumer products, a specialty product is one _____ a. with unique characteristics of brand identification for which a significant group of buyers is willing to make a special purchase effort b. that the consumer either does not know about or knows about but does not normally consider buying c. that the customer, in the process of selecting and purchasing, usually compares on such attributes as suitability, quality, price, and style d. that customers usually buy frequently, immediately and with minimal comparison and buying effort

with unique characteristics of brand identification for which a significant group of buyers is willing to make a special purchase effort