Marketing Test 3

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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


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