Marketing Test 3
What degree of brand loyalty is the strongest and most desired by marketers?
Insistence
Private distributor brands are owned by retailers and do not identify the manufacturer of the product. Which of the following is an example of a private distributor brand?
Sears Kenmore washers
All companies have a responsibility to ______ so they can provide a return on investment to their owners and investors, create jobs for the community, and contribute goods and services to the economy.
be profitable
Because of a service's ___, standardization and quality are difficult to control
heterogeneity
The fact the services cannot be inventoried and then sold at a later date is called
perishability
Products for which buyers are willing to spend much time comparing stores and brands for differences in prices, product features, and services are called ____ products.
shopping
If Best Western bundles its rooms with services such as free local phone calls, cable television, wireless Internet access, and complimentary breakfast, these services are known as ___________ services.
supplementary
Why are line extensions more common than new products?
they are less expensive and lower-risk
PepsiCo has a new flavor of soft drink that it wants to test to determine reactions of probable buyers. Which of the following test-market characteristics would be least useful to PepsiCo when testing the new soft drink?
tourism is a major industry in the area
Which of the following is not one of the four dimensions of social responsibility presented in your text?
Consumerism
When a product tries to capitalize on the brand equity of two separate brands, marketers are using
co-branding
An US Airways flight from Dallas to Houston was full, and the tickets were more expensive than the almost-empty US Airways flight from Chicago to Phoenix. This is an example of what kind of service pricing?
demand-based
The more __________ involved with delivering a service, the greater the degree of heterogeneity.
human labor
If the manufacturing of Cool Whip were to introduce a chocolate-flavored Cool Whip and still continue to produce all of its other Cool Whip products, this would be an example of
line extension
In marketing, family packaging means
making all of a company's or product line's packaging look similar
McDonald's supports and funds Ronald McDonald houses for the families of terminally-ill children to stay in to be near their loved ones. McDonald's action demonstrates the fulfillment of ____ responsibility.
philanthropic
Pharmaceutical companies have at times been accused unethically by taking advantage of customers in the area of
pricing
Often, a new product is launched in stages during commercialization. This gradual introduction of the product is known as
roll-out
If Hefty Bags expresses concern that its products are having too great an impact on the pollution of ground water under landfills, this concern is directly related to the firm's
social responsibility
