CH 7 QUIZ
Which of the following correctly defines a product? A. A product is not a part of the overall market offering. 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. Products have two levels: the actual product and the augmented product. E. A product is anything offered to a market that might satisfy a need or want.
A product is anything offered to a market that might satisfy a need or want.
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. Distributor branding B. Co-branding C. National branding D. Private branding E. Store branding
Co-branding
Which type of consumer products are frequently purchased with little planning, little comparison or shopping effort, and low customer involvement? A. Industrial products B. Specialty products C. Convenience products D. Shopping products E. Capital products
Convenience products
___________________ is the value of customer relationships that a brand creates. A. Customer value B. Customer equity C. Brand differentiation D. Brand equity E. Brand value
Customer equity
Which of the following statements regarding packaging is correct? A. Product safety is not impacted by packaging. B. Packaging should change every few months. C. Product strategy does not include packaging as an important consideration. D. Companies can say anything they want on product packaging. E. Innovative packaging can give a company an advantage over competitors and boost sales.
Innovative packaging can give a company an advantage over competitors and boost sales.
In determining product quality, what are the two dimensions of quality marketers must decide upon? A. Consistency and conformance B. Level and price C. Level and conformance D. Consistency and packaging E. Level and consistency
Level and consistency
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? A. Private branding B. Licensing . C. Co-branding D. Store branding E. National branding
Licensing
When Doritos comes out with new flavors of its tortilla chips, what brand development strategy does it employ? A. Store brand B. Brand extension C. New brand D. Line extension E. Multibrand
Line extension
When Coca-Cola saw the growth of the bottled-water category, it launched DASANIÒ, its brand of bottled water. Which brand development strategy did Coca-Cola use in launching DASANI? A. Line extension B. Brand extension C. Licensing D. Multibranding E. New brand
New brand
___________ is the service characteristic to which marketers need to pay close attention when there are fluctuations in demand. A. Intangibility B. Variability C. Inseparability D. Tangibility E. Perishability
Perishability
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 brands D. Generic brands E. Private labels
Private brands
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. Product attributes that communicate and deliver benefits to the consumer include quality, features, and style and design. C. Product labeling is no longer subject to legal regulation. D. Determining product support services is not part of the development of individual products. E. Packaging decisions are not an important part of developing individual products.
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 desire to have beautiful nails B. The products' revolutionary packaging C. The natural ingredients D. The Nailit brand E. The nontoxic properties of the products
The desire to have beautiful nails
Which of the following is a pure tangible good? A. Toothpaste B. A spa treatment C. A medical checkup D. A meal at a restaurant E. Financial advice
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. Companies should strive to streamline services to increase efficiency. C. Service marketers do not need to differentiate their offerings. D. Training current employees better and hiring new ones with more skills can increase service productivity. E. It is easier to define service quality than product quality.
Training current employees better and hiring new ones with more skills can increase service productivity.
Which of the following statements regarding managing service quality is correct? A. Customer retention is not related to service quality. B. Service quality is easier to define and judge than product quality. C. Service recovery is unimportant in managing service quality. D. Unlike product quality, service quality will always vary. E. Setting standards is not important in delivering service quality.
Unlike product quality, service quality will always vary.
The quality of services depends on who provides them as well as when, where, and how they are provided. Which characteristic of services does this describe? A. Inseparability B. Tangibility C. Perishability D. Variability E. Intangibility
Variability
Which of the following is considered part of an augmented product rather than that of an actual product or core customer value? A. Brand name B. Product features C. Packaging D. Warranty E. Design
Warranty
Ad agency Young & Rubicam's BrandAsset Valuator measures brand strength along four consumer perception dimensions. Brand ___________ is defined in terms of how highly consumers regard and respect the brand. A. knowledge B. esteem C. equity D. relevance E. differentiation
esteem
Adding a new product line to an existing portfolio means that the line has __________________. A. increased product mix width B. increased product support services C. altered its product mix consistency D. differentiated its product mix depth E. extended product line length
increased product mix width
Groups of __________________ products consist of materials and parts, capital items, and supplies and services. A. convenience B. shopping C. industrial D. unsought E. specialty
industrial
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. interactive marketing B. external marketing C. service differentiation D. internal marketing E. supplier and vendor marketing
internal marketing
The three functions of __________ include identifying, describing, and promoting the product. A. labeling B. innovation C. product design D. product lines E. packaging
labelingQ
When a company lengthens a product line by adding more items beyond its current range, it is ________. A. decreasing the depth of the line B. increasing the width of its product mix C. decreasing the width of its product mix D. filling the line E. stretching the line
stretching the line
Service _______ means that the quality of services depends on who provides them as well as when, where, and how they are provided. A. inseparability B. perishability C. packaging D. variability E. intangibility
variability
