CHAPTER 7
Which of the following is the correct definition of a product?
A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
All product lines and items offered to customers by a particular seller make up the product mix. The mix can be described by four dimensions, which are the tools for developing the company's ________ strategy.
product
If a company adds a new product line to its existing portfolio, it has increased its _________.
product mix width
Companies must make important decisions about their individual products and services. Individual product decisions involve ________________ and product support services.
product attributes, branding, packaging, labeling
The distinction between a consumer product and an industrial product is based on the ________ for which the product is purchased.
purpose
Good service companies understand the service profit chain, which links ________.
service firm profits with employee and customer satisfaction
Services are characterized by four key aspects: ______________________.
services are intangible, inseparable, variable, and perishable.
Companies must periodically audit their brands'________, which might turn up brands that need more support, brands that need to be dropped, or brands that must be rebranded or repositioned because of changing customer preferences or new competitors.
strengths and weaknesses
When a company lengthens a product line by adding more items beyond its current range, they are ________.
stretching the line
Which of the following statements regarding the important decisions in the development and marketing of individual products is correct?
Product attributes that communicate and deliver benefits to the consumer include quality, features, and style and design.
Which of the following correctly identifies the five important decisions marketers must make when developing individual products and services?
Product attributes, branding, packaging, labeling, and product support services
Which brand dimension is defined as how consumers feel a brand meets their needs?
Relevance
Nailit Cosmetics is advertising its newest line of nail polishes. Nailit is selling the products in specially designed bottles that make application easier, made from a non-toxic, water-based nail polish with amazing summer colors. Which of the following is a core customer value for Nailit's line of polishes?
The desire to have beautiful nails
Which of the following is a pure tangible good?
Toothpaste
Which of the following statements about service marketing is correct?
Training current employees better and hiring new ones with more skills can increase service productivity.
Which of the following statements is true regarding managing 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?
Variability
Which of the following is considered part of an augmented product rather than that of an actual product or core customer value?
Warranty
Broadly defined, a product is anything that can be offered to a market for ___________ or consumption that might satisfy a want or need. Products include physical objects but also services, events, persons, places, organizations, ideas, or mixtures of these entities.
attention, acquisition, use
The brand's positioning must be continuously communicated to consumers. Although advertising can help, brands are not maintained by advertising but by customers' ________.
brand experiences
In building brands, companies need to make decisions about four key powerful areas which include ________________________________.
brand positioning, brand name selection, brand sponsorship, and brand development
Kroger sponsors such brands as Private Selection, Heritage Farm, and Simple Truth. Kroger does not manufacture any of these products. Which type of brand sponsorship is Kroger using?
A private brand
Which of the following correctly defines a product?
A product is anything offered to a market that might satisfy a need or want.
What are the two broad classifications of products?
Consumer products and industrial products
Which type of consumer products are frequently purchased with little planning, little comparison or shopping effort, and low customer involvement?
Convenience products
When Coca-Cola saw the growth of the bottled water category, they launched Dasani, its brand of bottled water. Which brand development strategy did Coca-Cola use in launching Disani?
New brand
Which of the following statements is true regarding packaging?
Packaging can be an important part of a brand's identity.
For which service characteristic do marketers need to pay close attention to fluctuations in demand?
Perishability
Which of the following statements is true regarding the marketing of services?
For service providers, a solution to price competition is to develop a differentiated offer, delivery, and image.
What are the four choices a company has for developing brands?
LINE EXTENSION BRAND EXTENSION MULTIBRANDS AND NEW BRANDS
In determining product quality, what are the two dimensions of quality marketers must decide upon?
Level and consistency
When we see Hello Kitty on children's clothing, Disney characters on lunchboxes, and Sponge Bob Squarepants on breakfast cereals, which form of brand sponsorship is being used?
Licensing
When Doritos comes out with new flavors of its tortilla chips, what brand development strategy does it employ?
Line extension
When manufacturers launch products using their own brand names, which sponsorship option are they using?
National branding
Industrial products are those purchased for further processing or for use in conducting a business, which include materials and parts, ________, and supplies and services.
capital items
Service marketers must create ________, offer high ________, and find ways to increase ________ to succeed.
competitive differentiation; service quality; service productivity
Consumer products are products and services bought by final consumers for personal consumption. Consumer products include _______________ and unsought products.
convenience, shopping, specialty
The value of customer relationships that a brand creates is called _______.
customer equity
The most powerful area companies need to make decisions about their brands is brand _______, which builds around strong consumer beliefs and values.
positioning
A product line is a group of products that are related in function, customer-purchase needs, or distribution channels. Managers need to analyze their product lines periodically to assess ________.
each item's sales and profits and understand how each item contributes to the line's overall performance
Services marketing strategy calls not only for external marketing but also for internal marketing to motivate ________ and interactive marketing to create service delivery skills among ________.
employees; service providers
At what levels do marketers make product and service decisions ________?
individual product, product line, and product mix decisions
Materials and parts, capital items, and supplies and services are groups of _____ products.
industrial
Service _______ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.
intangibility
Services are characterized by four key aspects, with each posing problems and marketing requirements. The four key aspects are ________________________.
intangible, inseparable, variable, and perishable
Service 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.
internal marketing
Identifying, describing and promoting the product are three functions of ______.
labeling
The major product line decision involves the line's ______, or the number of items in the product line.
length
The four major brand strategy decisions involve brand ________.
positioning, name selection, sponsorship, and development
