Marketing Chapter 7

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With the finishes for The Spa chosen, you consider other ways to overcome intangibility. You appreciate that consumers are hesitant to purchase spa services that they cannot evaluate before consumption. What is the best strategy to address the intangibility of spa services?

Frame and post positive Trip Advisor and Yelp reviews at The Spa.

Which of the following statements regarding packaging is​ correct?

Innovative packaging can give a company an advantage over competitors and boost sales.

You have identified The Spa's focus on value creation through services. Marketing services can be challenging because they are experience-based products that cannot be touched. Services share four common characteristics that differentiate them from tangible goods: intangibility, inseparability, variability, and perishability. Review each of the following spa service examples and then drag it to the appropriate service characteristic.

Intangibility Because she cannot see, touch, or smell the Thai Tok Sen treatment before the message, Audrey is unsure of the tapping massage's quality and value. Inseparability Ryan just had his first cupping treatment from his therapist, Ava, and he's pleased. Ava was professional and attentive, and the therapy alleviated his aching muscles. Variability Jose loves getting weekly massages to treat his aching muscles from his therapist, Tim. Last week he was not happy with Tim's massage because the massage pressure was too hard and it felt rushed. Perishability Every day, The Spa at Verdure can provide up to 40 treatments across its 5 luxurious treatment rooms. On average, 30 treatments are booked each day, leaving 25% of its capacity unused.

Kroger, headquartered in​ Cincinnati, Ohio, is one of the​ nation's largest grocery chains. It owns several brands sold in its​ stores, including Private​ Selection, Heritage​ Farm, and Simple. These brands represent which type of brand​ sponsorship?

Private brands

Which of the following statements regarding the important decisions in the development and marketing of individual products is​ correct?

Product attributes that communicate and deliver benefits to the consumer include​ quality, features, and style and design.

Which of the following is a pure tangible​ good?

Toothpaste

The quality of services depends on who provides them as well as​ when, where, and how they are provided. Which characteristic of services does this​ describe?

Variability

Which of the following is considered part of an augmented product rather than that of an actual product or core customer​ value?

Warranty

The founders of Life is Good started their business by hawking​ t-shirts on the street and selling them door to door in college towns. As the organization​ grew, the number of different lines of products it offered​ grew, too.​ Collectively, these assorted product lines might be described as Life is​ Good's __________.

product mix

When consumers evaluate service quality, they often do not separate the service from the provider because products are sold, produced, and consumed at the same time. Which two of the following strategies would have the most positive effect on the overall service encounter by addressing inseparability?

- Encourage customer coproduction - Design a professional dress code for employees

Which of the following correctly defines a​ product?

A product is anything offered to a market that might satisfy a need or want.

The name Plymouth Rock Assurance identifies the company as the seller of its services and​ products, which is also known as which of the​ following?

Brand

Verdure Health and Fitness customers are primarily busy working professionals. Currently 20%-30% of appointments booked by Verdure clients result in no-shows. Verdure management knows that one of the keys to profitability is maximizing therapy appointment reservations while minimizing unused appointment times and no-shows. The VP has asked you to develop a policy to address this inventory management issue. Which of the following reservation policies would benefit Verdure the most by minimizing unused appointment times?

Charge customers a fee of 50% of the service price when they miss an appointment.

Which of the following incorporates the advantage of brands operating in different categories with the combined brands creating broader consumer appeal and greater brand​ equity?

Co-branding

Which type of consumer products are frequently purchased with little​ planning, little comparison or shopping​ effort, and low customer​ involvement?

Convenience products

___________________ is the value of customer relationships that a brand creates.

Customer equity

Members of Verdure pay a premium price for their gym membership and are accustomed to professional, attentive customer service. Service quality depends not only on who provides the service, but also when, where, and how the services are provided. The Spa wants to ensure that its consumers receive the highest level of service at every interaction. What policy would most effectively reduce service variability and increase customer value?

Design a descriptive protocol for each spa service including clear delivery standards.

Perhaps the fundamental challenge in marketing services is intangibility because it limits consumers' ability to evaluate the product before purchase. One way firms can try to overcome the intangibility of services is by using quality signals. The Spa at Verdure is renovating its Spa area to increase its capacity to provide the new, Eastern-style treatments. As part of the renovation, new decor and finishes will be chosen. What quality of decor and finishes do you recommend that The Spa install?

Expensive high-end finishes: natural Carrara marble countertops, sleek Italian leather furnishings, opulent lighting

In determining product​ quality, what are the two dimensions of quality marketers must decide​ upon?

Level and consistency

When we see Hello Kitty on​ children's clothing, Disney characters on​ lunchboxes, and SpongeBob SquarePants on breakfast​ cereals, which form of brand sponsorship is being​ used?

Licensing

When Doritos comes out with new flavors of its tortilla​ chips, what brand development strategy does it​ employ?

Line extension

As you consider your task, you reflect on the customer experience you are working to develop. You understand that products can be placed on a service-goods continuum with purely tangible goods and purely services as endpoints. To choose the best marketing tactics, you evaluate The Spa at Verdure's position on the continuum. Which classification most accurately represents The Spa's position on the service-goods continuum?

Mostly a service

Prior to the merging of three distinct insurance company names into one new​ name, which of the following best describes the branding strategy​ used?

Mulitbrands

When​ Coca-Cola saw the growth of the​ bottled-water category, it launched DASANI​Ò​, its brand of bottled water. Which brand development strategy did​ Coca-Cola use in launching​ DASANI?

New brand

One of the other inventory challenges faced by The Spa is maximizing the number of reservations throughout the day and across the week. Although demand is strong for weekend and evening reservations, demand is soft for weekday, daytime reservations when most of Verdure's clients are at the office. The Spa at Verdure needs a strategy to address this capacity management issue, and the VP once again asks you for a recommendation. Which of these sales promotions would benefit The Spa the most?

Offer a 25% discount on the price of services booked during off-peak times.

___________ is the service characteristic to which marketers need to pay close attention when there are fluctuations in demand.

Perishability

The​ company's choice of its​ name, Plymouth Rock​ Assurance, and its​ motto, open double quote"More Than Just ​Insurance,close double quote" indicates the company is attempting to position itself in a particular manner. Which of the following would most likely be the intended position of the​ company?

Superior customer service through its products and services

Nailit Cosmetics is advertising its newest line of nail​ polishes, made from a​ nontoxic, water-based nail polish with amazing summer colors. Nailit is selling the products in specially designed bottles that make application easier. Which of the following is a core customer value for​ Nailit's line of​ polishes?

The desire to have beautiful nails

Prior to becoming Plymouth Rock​ Assurance, the company marketed three different insurance​ companies: High​ Point, Plymouth​ Rock, and Pallasades. Rebranding the three names into​ one, Plymouth Rock​ Assurance, was one part of the overall objective of constantly improving the quality of services and business products. This overall process is known as which of the​ following?

Total quality management

Customer service is a critical component in the service encounter. You now must decide how to train your staff to provide customer service. Choose the training option that will create the most customer value and reduce perceived variability.

Train the staff in customer delight—to understand the wants and needs of the customer and to exceed customer expectations.

Which of the following statements about service marketing is​ correct?

Training current employees better and hiring new ones with more skills can increase service productivity.

Which of the following statements regarding managing service quality is​ correct?

Unlike product​ quality, service quality will always vary.

Which of the following best describes the type of product Plymouth Rock Assurance​ offers?

Unsought product

The cartoon character​ "Jake" embodies the organizational values of Life is Good and is intended as a symbol of optimism and all that is right with the world. The​ "Jake" logo is an important symbol of the​ company's __________.

brand

Jim​ Laughlin, the director of communications for Life is​ Good, emphasized the importance of spreading awareness of the​ organization's goal of helping children through the sale of products to both customers and employees. If consumers rate Life Is Good more favorably because of these​ efforts, the company has increased its​ ____.

brand equity

For many of Life is​ Good's customers, understanding of the​ company's positive message and social role makes a significant difference in terms of their response to the​ company's products and marketing. If this improves the​ company's financial​ position, it has increased its​ _____.

brand value

Ad agency Young​ & Rubicam's BrandAsset Valuator measures brand strength along four consumer perception dimensions. Brand​ ___________ is defined in terms of how highly consumers regard and respect the brand.

esteem

Adding a new product line to an existing portfolio means that the line has​ __________________.

increased product mix width

Groups of​ __________________ products consist of materials and​ parts, capital​ items, and supplies and services.

industrial

A service firm must orient and motivate its​ customer-contact employees and supporting service people to work as a team to provide customer satisfaction. This process is known as​ _________________________.

internal marketing

The three functions of​ __________ include​ identifying, describing, and promoting the product.

labelingQ

Life is Good utilizes a percentage of its profits to support its own charitable​ foundation, whose purpose is to provide support services for frontline childcare providers. Its notion of​ "Do well by doing​ good" is encapsulated by which of the following​ concepts?

social marketing

When a company lengthens a product line by adding more items beyond its current​ range, it is​ ________.

stretching the line

Service​ _______ means that the quality of services depends on who provides them as well as​ when, where, and how they are provided.

variability


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