Chapter 8 Study Plan Questions
__________ means that the quality of services depends on who provides them as well as when, where, and how they are provided. A.Service inseparability B.Service perishability C.Service variability D.Service intangibility E.Service profitability
service variability
Furniture, major appliances, clothing, and hotel services are classified as __________ products.
shopping
Manny is willing to exert special effort to find a valuable and rare 1960 baseball card featuring the famous New York Yankee, Mickey Mantle. This baseball card would be classified as a(n) ______ product. A.convenience B.specialty C.shopping D.unsought E.industrial
specialty
Which of the following correctly defines a product? A.A product is anything offered to a market that might satisfy a need or want. B.Products are tangible objects offered to a market to satisfy a want or need. C.A product is not a part of the overall market offering. D.Products include tangible objects and services, but not events or people. E.Products have two levels: the actual product and the augmented product.
A product is anything offered to a market that might satisfy a need or want.
Duracell is well known for manufacturing and marketing batteries. Recently they launched the Duracell Powermat, which is a wireless charger for mobile devices. Which brand development strategy did Duracell use in this example? A.Line extension B.Multibrand C.Licensing D.Brand extension E.New brand
Brand extension
Which of the following statements regarding the important decisions in the development and marketing of individual products is correct? A.How a product is branded is separate from the development and marketing of individual products. B.Determining product support services is not part of the development of individual products. C.Packaging decisions are not an important part of developing individual products. D.Product labeling is no longer subject to legal regulation. E.Product attributes that communicate and deliver benefits to the consumer include quality, features, style, and design.
Product attributes that communicate and deliver benefits to the consumer include quality, features, style, and design.
Product planners think of products on three levels. Which of the following correctly identifies the three levels? A.The branding, the packaging, and the core customer value B.The core customer value, the actual product, and the quality level C.The core customer value, the actual product, and the product's position D.The branding, the quality level, and the design E.The core customer value, the actual product, and the augmented product
The core customer value, the actual product, and the augmented product
Which of the following statements about brand positioning is correct? A.Brands cannot be positioned based on desirable benefits. B.Products are positioned, not brands. C.Establishing a mission and vision for the brand is unrelated to brand positioning. D.The strongest brands are positioned on beliefs and values. E.Positioning the brand on product attributes is the most desirable level for brand positioning.
The strongest brands are positioned on beliefs and values.
Which of the following statements about services 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.Service delivery cannot be differentiated. D.It is easier to define service quality than product quality. E.Services marketers do not need to differentiate their offerings.
Training current employees better and hiring new ones with more skills can increase service productivity.
Walmart created the Great Value brand for its food products and the Equate brand for it pharmacy, health, and beauty. Walmart does not manufacture any of these products. Which type of brand sponsorship is Walmart using? A.A manufacturer's brand B.A national brand C.A licensed brand D.A co-brand E.A private brand
a private brand
Which of the following forms of products are considered as services? A.Advice from a family doctor B.Toyota Camry C.Starbucks coffee D.Airline travel E.Apple iPhone
airline travel
__________ is a measure of the brand's ability to capture consumer preference and loyalty. A.Brand management B.Brand value C.Brand positioning D.Brand equity E.Brand sponsorship
brand equity
The SwissArmy Company markets multi-tools, clothing, watches, and travel accessories all under the SwissArmy brand name. This is an example of which brand development strategy? A.Private brand B.Multibrand C.Line extension D.Brand extension E.New brand
brand extension
The branding strategy of launching a product or service as a national or store brand is considered a __________. A.brand positioning B.brand equity C.brand value D.co-branding E.brand sponsorship
brand sponsorship
__________ helps the seller to segment markets. A.Branding B.Product design C.Packaging D.Product quality E.Product style
branding
Which of the following is not considered one of the links in the service profit chain? A.Internal service quality B.Buyer-seller interaction C.Greater service value D.Satisfied and loyal customers E.Satisfied and productive service employees
buyer-seller interaction
Freedom from defects and consistency in delivering a targeted level of performance is an attribute of product's __________. A.packaging B.conformance quality C.labeling D.branding E.support services
conformance quality
typically, consumers put in minimum time and effort when buying products such as laundry detergent, candy, and fast food. These types of goods are classified as ____________ products.
convenience
Charles Revson started Revlon. He once said "We sell hope." Revson was defining the ______ of Revlon cosmetics. A.quality level B.augmented product C.branding D.core customer value E.design
core customer value
When a company lengthens a product line by adding more items within that line's current range, it is ________. A.filling the line B.decreasing the depth of the line C.stretching the line upward D.stretching the line downward E.increasing the width of its product mix
filling the line
Materials and parts, capital items, and supplies are services or groups of _____ products. A.unsought B.convenience C.specialty D.industrial E.shopping
industrial
Services marketing requires ________. This means that the service firm must orient and motivate its customer-contact employees and supporting service people to work as a team to provide customer satisfaction. A.the service firm to focus only on the customer B.internal marketing C.interactive marketing D.image differentiation E.external marketing
internal marketing
In determining product quality, what are the two dimensions of quality marketers must decide upon? A.Consistency and conformance quality B.Level and price C.Consistency and packaging D.Level and TQM E.Level and consistency
level and consistency
When Doritos comes out with new flavors of its tortilla chips, what brand development strategy did it use? A.National brand. B.New brand C.Brand extension D.Line extension E.Multibrand
line extension
For which service characteristic do marketers need to pay close attention to fluctuations in demand? A.Variability B.Intangibility C.Tangibility D.Inseparability E.Perishability
perishability
according to the text, what are the three levels on which brands can be positioned?
product attributes, desirable benefits, and beliefs and values
The number of items in a product line represents the __________ and the total number of product lines a company carries represents the __________. A.product mix depth; product line width B.product line length; product mix width C.product line width; product mix length D.product line length; product line width E.product mix length; product mix depth
product line length; product mix width
If a company adds a new product line to its existing portfolio, it has increased its _________. A.product mix width B.product line length C.product mix depth D.product support services E.product mix consistency
product mix width
Blood donations to the Red Cross are considered __________ products. A.shopping B.unsought C.industrial D.specialty E.convenience
unsought
The quality of services depends on who provides them, and when, where, and how they are provided. Which characteristic of services does this describe? A.Tangibility B.Perishability C.Inseparability D.Intangibility E.Variability
variability
What are the four special service characteristics marketers must consider when designing marketing programs? A.Tangibility, inseparability, variability, and perishability B.Intangibility, inseparability, variability, and perishability C.Intangibility, inseparability, variability, and substitutability D.Tangibility, substitutability, variability, and conformity E.Intangibility, inseparability, conformity, and perishability
Intangibility, inseparability, variability, and perishability
