chapter 7 quiz

When Doritos comes out with new flavors of its tortilla​ chips, what brand development strategy does it​ employ? A. Line extension B. Brand extension C. New brand D. Store brand E. Multibranding

A. Line extension

Services cannot be stored for future use. Which characteristic of services does this​ describe? A. Perishability B. Intangibility C. Variability D. Inseparability E. Tangibility

A. Perishability

Groups of​ _________ products consist of materials and​ parts, capital​ items, and supplies and services. A. industrial B. unsought C. specialty D. shopping E. convenience

A. industrial

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? A. ​Co-branding B. Distributor branding C. National branding D. Private branding E. Store branding

A. ​Co-branding

​________ marketing means that service quality depends heavily on the quality of the buyer-seller interaction during the service encounter. A. External B. Interactive C. Inactive D. Internal E. Intangible

B. Interactive

Which link in the service profit chain involves employee selection and​ training? A. Satisfied and productive suppliers B. Internal service quality C. Healthy service profits and growth D. Satisfied and loyal customers E. Greater service value

B. Internal service quality

Which of the following offers a way to establish different features that appeal to different customer​ segments, lock up more reseller shelf​ space, and capture a larger market​ share? A. Licensing B. Multibranding C. ​Co-branding D. Brand extension E. Line extension

B. Multibranding

Ad agency Young​ & Rubicam's BrandAsset Valuator measures brand strength along four consumer perception dimensions. Brand​ ________ is defined in terms of how highly consumers feel the brand meets their needs. A. esteem B. knowledge C. relevance D. equity E. differentiation

C. relevance

Which of the following statements regarding the important decisions in the development and marketing of individual products is​ correct? A. Product labeling is no longer subject to legal regulation. B. Product attributes that communicate and deliver benefits to the consumer include​ quality, features, and style and design. C. Determining product support services is not part of the development of individual products. D. Packaging decisions are not an important part of developing individual products. E. How a product is branded is separate from the development and marketing of individual products.

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

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? A. The Nailit brand B. The desire to have beautiful nails C. The natural ingredients D. The nontoxic properties of the products E. The​ products' revolutionary packaging

B. The desire to have beautiful nails

Which of the following is a pure tangible​ good? A. A meal at a restaurant B. Toothpaste C. Financial advice D. A medical checkup E. A spa treatment

B. Toothpaste

Which of the following statements about service marketing is​ correct? A. Due to the variability of​ services, top service companies set modest​ service-quality standards. B. Training current employees better and hiring new ones with more skills can increase service productivity. C. Companies should strive to streamline services to increase efficiency. D. It is easier to define service quality than product quality. E. Service marketers do not need to differentiate their offerings.

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

Which of the following is considered part of an augmented product rather than that of an actual product or core customer​ value? A. Design B. Warranty C. Product features D. Brand name E. Packaging

B. Warranty

When a company lengthens a product line by adding more items beyond its current​ range, it is​ ________. A. increasing the width of its product mix B. stretching the line C. decreasing the width of its product mix D. decreasing the depth of the line E. filling the line

B. stretching the line

​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? A. ​Co-brands B. ​Manufacturer's brand C. Private labels D. Private brands E. Generic brands

D. Private brands

Adding a new product line to an existing portfolio means that the line has​ _________. A. increased product support services B. differentiated its product mix depth C. extended product line length D. increased product mix width E. altered its product mix consistency

D. increased product mix width

The three functions of​ __________ include​ identifying, describing, and promoting the product. A. innovation B. product lines C. product design D. labeling E. packaging

D. labeling

Which of the following correctly defines a​ product? A. Products have two​ levels: the actual product and the augmented product. B. Products are only tangible objects offered to a market to satisfy a want or need. C. Products include tangible objects and services but not events or people. D. A product is not a part of the overall market offering. E. A product is anything offered to a market that might satisfy a need or want.

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

​________ is the differential effect that knowing the brand name has on customer response to the product and its marketing. A. Customer equity B. Brand value C. Customer value D. Brand differentiation E. Brand equity

E. Brand equity

Which of the following statements regarding packaging is​ correct? A. Packaging has not yet evolved to allow brands to interact directly with customers. B. Packaging does not provide any marketing opportunities. C. Product safety is not impacted by packaging. D. Packaging has not been influenced by environmental concerns. E. Innovative packaging can give a company an advantage over competitors and boost sales.

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

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? Question content area bottom Part 1 A. National branding B. Store branding C. Private branding D. ​Co-branding E. Licensing

E. Licensing

Which type of consumer products and services are purchased less​ frequently, with consumers carefully comparing competing products in terms of​ suitability, quality,​ price, and​ style? A. Convenience products B. Specialty products C. Industrial products D. Capital products E. Shopping products

E. Shopping products

Buyers look for signals of service​ quality, drawing conclusions about quality from the​ place, people,​ price, equipment, and communications that they can see to address the issue of service​ ________. A. perishability B. inseparability C. variability D. Invariability E. intangibility

E. intangibility

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​ ___________. A. external marketing B. service differentiation C. interactive marketing D. supplier and vendor marketing E. internal marketing

E. internal marketing

Product mix width refers to​ ________. A. lengthening the product line beyond its current range B. the total number of items a company carries within all of its product lines C. adding more items within the present range of the line D. the number of items in the product line E. the number of different product lines the company carries

E. the number of different product lines the company carries