chapter 8 marketing

A well-known cosmetic company in New York City added new product lines in order to increase its business. In other words, it ________.

widened its product mix

Product mix ________ refers to the number of different product lines the company carries. A) length B) height C) width D) perimeter E) depth

width

marketing mix planning begins with ____

building an offering that brings value to target customers

service _____ means that the quality of services depends on who provides them as well as when, where, and how

variability

______ represents consumers' perceptions and feelings about a product and its performance

brands

which of the following is an advantage offered by co branding

allows a company to expand its existing brand into a category it might otherwise have difficulty entering

product planners need to consider products and services on three levels. at the third level product planners must build ____-

an augmented product

a ____ is a name, term, sign, symbol, design, or combo of these, that identifies the maker or seller of a product or service

brand

While advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference, brands are not maintained by advertising but by ________. A) marketing experience B) line extensions C) brand experience D) product mix E) service recovery

brand experinces

which of the following is one of the four consumer perception dimensions used by ad agency You8ng and Rubicam to measure brand strength?

brand relevance

_____ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment

capital items

____ occurs when two established brand names of different companies are used on the same product

co branding

____ refers to freedom from defects and consistency in delievering a targeted level of performance

conformance quality

the ____ of the product mix refers to how closely related the varies product lines are in end use, production requirements, distribition channels, or some other way

consistency

what are the two dimensions of product quality?

consistency and level

the advertising slogan, "we bring good things to life," used by General Eletric to market itself, is an example of _____ marketing

corporate image

the fundamental asset underlying brad equity is ____, the value of customer relationships that the brand creates

customer equity

Product mix ________ refers to the number of versions offered of each product in the line. A) length B) depth C) height D) width E) perimeter

depth

which of the following is a potential drawback of multibranding?

each brand might obtain only a small market share

Brand ________ is the differential effect that knowing the brand name has on customer response to the product and its marketing.

equity

Brand ________ refers to how highly consumers regard and respect the brand.

esteem

service companies can differentiate their service delivery by ____

having more able and reliable customer-contact people

which of the following questions is most important for product designers to consider while developing a product?

how would customers use and benefit from the product?

Through ________, a service firm orients and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.

internal marketing

Product mix ________ refers to the total number of items a company carries within its product lines. A) length B) depth C) height D) width E) perimeter

length

some companies obtain the rights to use the names or symbols previously created by other manufactures for a fee. This process is known as ____

licensing

Titan Inc., an automobile manufacturer based in Utah, recently added two new models to its existing line of sedans in order to increase profits and satisfy dealers. This is an example of ________.

line filling

The major product line decision involves product ________. A) line equity B) product line depth C) product line conformance D) line length E) product packaging

line length

which of the following strategies involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number one market position

megabrand strategies

According to the service profit chain, superior internal service quality results in ____

more satisfied, loyal, and hardworking employees

a good design begins with ___

observing and understanding customers and shaping their product-use experience

_____ are industrial products

office supplies

Lubricants, coal, paper, and pencils are examples of ________.

operating supplies

______ marketing consists of activites undertaken to create, maintain, or change the attitudes and behaviors of target consumers toward an organization

organization

a company that uses well-known celebrities to help sell its products is using ____

person marketing

_____ are the major marketing factors in the sale of most manufactured materials and parts

price and service

Costco's Kirkland products are an example of a(n) ________. A) organizational brand B) support brand C) private brand D) sponsorship brand E) manufacturer's brand

private brand

which of the following is the lowest level on which marketers can position their brands in consumer's minds?

product attributes

Proton Corp. is an automobile manufacturer known for producing efficient, durable, and low-priced cars. Recently, the company launched a new range of luxury cars to broaden its market appeal and to add prestige to its existing line of cars. This is an example of ________.

product line stretching

which of the following actions is a resturant owner most likely to take in order to reduce problems associated with service intangibility?

provide clean tablecloths

brand ___ refers to how consumers feel if a brand meets their needs

relevance

Tristan and Juliet, a newly married couple who intend to go to Egypt for their honeymoon, bought a Europe travel package on Jizo Inc., an online travel site. As they have never seen Europe or used the services of Jizo before, they were largely dependent on other customers' feedback and signals for service quality. Which of the following characteristics of service is highlighted in this instance?

service intagibility

Erica wants to replace her old washing machine with a new one. In order to get the maximum value for her money, she plans to spend substantial time and effort in gathering information and making product comparisons before making the actual purchase. In this instance, Erica is planning to buy a(n) ________ product.

shopping

____ are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price and style

shopping products

A hickory rocking chair, handmade by an Amish woodcarver in Lancaster, Pennsylvania, from locally grown wood is an example of a(n) ________. A) convenience product B) shopping product C) specialty product D) service E) product attribute

speciality product

____ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort

speciality products

the strongest brand are positioned on _____

strong belief and values

Gainville Inc. manufactures android phones. Each new Gainville phone launch advances the cause of democratizing technology. Gainville, an expert in fostering customer community, engages customers at a deep, emotional level, and has been ranked one of the Breakaway Brands by the brand consultancy Kendell Associates. Gainville is most likely positioned on ________.

strong beliefs and values

an increasing number of retailers and wholesalers have created their own _____, also called store brands

support brand

the first step in designing support services is to ____

survey customers to assess the value of current services and obtain ideas for new ones

Product planners need to consider products and services on three levels. at the second level, product planners must _____

turn the core benefit into an actual product

_____ are consumer products that the consumer either does not know about or knows about but does not normally think about buying

unsought products