Marketing

All of the following are elements of the inseparability characteristic of services except that a. services are easy to standardize and control. b. many services cannot be performed without the customer being present. c. consumers are involved in production. d. consumption and production are simultaneous. e. centralized mass production is difficult.

a. services are easy to standardize and control.

In service marketing, the most important link to the customer is a. well-trained contact employees. b. exceptional service quality. c. the tangible aspects of the service. d. effective advertising. e. good word-of-mouth communication.

a. well-trained contact employees.

Besides generic names, what other types of names are very difficult to protect? a. Arbitrarily chosen names not related to the product b. Surnames and geographic names c. Arbitrarily chosen names related closely to the product d. Names that contain shapes and colors e. Names created by the company

b. Surnames and geographic names

In product modification, three conditions must be met to improve a firm's product mix: the product must be modifiable, customers must be able to perceive that a modification has been made, and a. a modification should change customers' desires to provide greater satisfaction. b. a modification should make the product more consistent with customers' desires. c. management must perceive the modification as a reasonable and necessary action. d. competing companies should not be aware of planned product modifications. e. production costs and materials needed should be limited.

b. a modification should make the product more consistent with customers' desires.

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's ____ than an unfamiliar brand. a. preference group b. consideration set c. inept set d. loyalty set e. brand group

b. consideration set

In an attempt to attract customers, service marketers often promise great results and satisfaction to customers, but marketers should be careful not to a. deliver on these promises and risk financial losses and the success of the company. b. promise less than they can actually deliver and keep customers away. c. make the appearance of their facilities consistent with their promises to customers. d. make the quality of their services too tangible in the eyes of the customer. e. promise too much and cause customer expectations beyond what they can deliver.

e. promise too much and cause customer expectations beyond what they can deliver.

A difference between manufacturers' agents and selling agents is that a. selling agents have little control over the marketing mix of the manufacturers they represent. b. selling agents represent wholesalers. c. selling agents represent retailers. d. manufacturers' agents do not offer retailers aid in advertising or promotional material. e. selling agents do not have the territorial restrictions that manufacturers' agents do.

e. selling agents do not have the territorial restrictions that manufacturers' agents do.

Category killers compete primarily on the basis of a. one-stop shopping and product availability. b. low prices and enormous product availability. c. enormous product selection and sales expertise. d. rock-bottom prices and moderate selections. e. convenient locations and customer services.

b. low prices and enormous product availability.

Another common name for a private distributor brand is a ____ brand. a. home b. store c. generic d. manufacturer e. label

b. store

A suggested approach to deleting products, in which each product is evaluated periodically to determine its impact on the overall effectiveness of the firm's product mix, is called a(n) a. evaluation study. b. systematic review. c. reassessment examination. d. product inspection. e. formal evaluation.

b. systematic review.

If a company's products require differentiation at the point of purchase, it will most likely use​ a. ​intermediate distribution. b. ​selective distribution. c. ​extensive distribution. d. ​intensive distribution. e. ​exclusive distribution.

b. ​selective distribution.

A single leader who controls and organizes a marketing channel is called a a. distribution leader. b. marketing maverick. c. channel captain. d. channel champion. e. lead distributor.

c. channel captain.

A distinguishing factor between a brand name and a brand mark is that a brand name a. creates customer loyalty. b. identifies only one item in the product mix. c. consists of words. d. implies an organization's name. e. is registered with the U.S. Patent and Trademark Office. Feedback

c. consists of words.

A ____ brand usually requires a producer to become involved in distribution, promotion, and pricing decisions. a. store b. dealer c. manufacturer d. private distributor e. wholesaler

c. manufacturer

A specialty product a. requires minimal effort to purchase. b. is purchased frequently. c. requires purchase planning, and the buyer will not accept substitutes. d. prompts the purchaser to make comparisons among alternatives. e. is generally less expensive than other items in the same product class.

c. requires purchase planning, and the buyer will not accept substitutes.

According to the text, a product is defined as a. the service that is rendered to a customer. b. the idea that the customer receives in an exchange. c. the physical object the customer receives in an exchange. d. anything the customer receives in an exchange. e. goods and services the customer receives in an exchange.

d. anything the customer receives in an exchange.

Break-even analysis is a tool that marketers are likely to employ during the ____ stage of the new-product development process. a. test marketing b. product development c. concept testing d. business analysis e. screening

d. business analysis

A marketing channel is defined as a group of individuals and organizations that a. directs the flow of products from producers to customers. b. takes title to products and resells them. c. manages transportation and warehousing functions. d. links producers to other marketing intermediaries. e. consumes about one-half of every dollar spent on products in the United States.

a. directs the flow of products from producers to customers

Because of a service's ____, standardization and quality are difficult to control. a. heterogeneity b. homogeneity c. inseparability d. intangibility e. perishability

a. heterogeneity

A brand manager in a multiproduct firm would be responsible for a. performance of a specific brand. b. all brands made by the firm. c. branding the products of the firm. d. all products in the brand-line group. e. all brands within a product line.

a. performance of a specific brand.

Elements that help create brand equity include all of the following except brand a. recognition. b. quality. c. associations. d. loyalty. e. awareness.

a. recognition.

A limited-line wholesaler would be expected to carry a ____ product mix.​ a. ​narrow and deep b. ​wide and deep c. ​wide and shallow d. ​narrow and shallow e. ​wide

a. ​narrow and deep

Ideally, test marketing should follow which stage in the new-product development process? a. Business analysis b. Product development c. Screening d. Limited production e. Commercialization

b. Product development

As discount stores improve their services and atmosphere as well as raise their prices, the distinction between discount stores and ____ is becoming blurred. a. specialty stores b. department stores c. category killers d. superstores e. supermarkets

b. department stores

Attributes which are assessed only during the consumption of a service are called a. use benefits. b. experience qualities. c. search qualities. d. tangibles. e. credence qualities.

b. experience qualities.

Achieving greater penetration of the market is typically a business goal during the ____ stage of the product life cycle. a. maturity b. growth c. introduction d. market testing e. decline

b. growth

A service is usually offered as part of a bundled package of services with a core service and one or more ____ services. a. other core b. tangible c. basic d. supplementary e. auxiliary

d. supplementary

A channel that includes both a manufacturers' agent and an industrial distributor is appropriate under which of the following circumstances? a. When the firm wants specialized personnel to follow up the work of the sales force b. When the sales force is large and the marketer is thinking of cutting it down c. When customers are highly concentrated in one geographic area d. When only one or two channels of distribution are available for products e. When the marketer wishes to enter a new geographic market but does not wish to expand the existing sales force

e. When the marketer wishes to enter a new geographic market but does not wish to expand the existing sales force

A major advantage of using individual branding is that a. a specific brand name for each product will help the company grow during times of economic recession. b. the promotion of one of the company's brands will also promote the company's other brands. c. this branding policy will prevent the overextension of a brand name to products that are completely unrelated to the original. d. the quality of one of the company's products will help increase the perceived quality image of the company's other related products. e. a poor-quality product will not contaminate all of the company's other products with negative images.

e. a poor-quality product will not contaminate all of the company's other products with negative images.

Depending on the length of time it takes them to adopt a new product, people can be divided into five major adopter categories: early adopters, early majority, late majority, laggards, and a. middle majority. b. non-adopters. c. middle adopters. d. late adopters. e. innovators.

e. innovators.

An independent businessperson who is paid a commission to sell complementary products of different producers in an assigned territory without actually taking title of the merchandise is a(n) a. sole intermediary. b. producers' broker. c. industrial distributor. d. channel facilitator. e. manufacturers' agent.

e. manufacturers' agent.

A shopping center that contains stores owned by manufacturers who make a special effort not to conflict with traditional retailers is a(n) a. lifestyle shopping center. b. strip mall. c. neighborhood shopping center. d. off-price mall. e. outlet shopping center.

e. outlet shopping center.

Everything associated with the product, including its symbolism and experiences is the____________.​ a. ​brand mark b. ​brand name c. ​trademark d. ​product appeal e. ​brand

e. ​brand