chapter 7
________ occurs when a company uses its existing brand name for new forms, colors, sizes, ingredients, or flavors of an existing product category
Line extension
Which of the following is an example of a shopping product?
television
Cement is an example of an industrial product that is categorized under ________.
materials and parts
________ involves using an existing brand name for a new product category.
Brand extension
Which of the following is a desirable quality for a brand name
The name should translate easily into foreign languages.
Which statement about convenience products is most likely true?
They are bought by consumers frequently and with minimal comparison.
A ________ is defined as a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service.
brand
A company adding new features to a product will most likely assess each feature's value to customers relative to its ________.
cost to the company
In terms of packaging functions, Tiffany & Co.'s robin egg blue boxes ________.
create immediate consumer recognition
A doctor performing hip surgery on a patient illustrates how a service can be produced and consumed simultaneously. This is an example of which service characteristic?
inseparability
Product mix width refers to the ________
number of different product lines the company carries
Product mix depth refers to the ________.
number of versions offered for each product in the line
A&B's Smarter Planet campaign markets A&B as a company that provides innovative solutions that improve the world's IQ. This activity of A&B is an example of ________ marketing.
organization
Which of the following terms best describes the process of designing and producing a container or wrapper for a product
packaging
Fred's, a national supermarket chain, sells its own brand of items across all categories. Such items are considered ________ brands
private
Clorox sells five major product lines including cleaning, household, lifestyle, professional, and international. Together the product lines make up Clorox's ________.
product mix
Major appliances, furniture, and clothing are typical examples of ________ products.
shopping
The use of traditional business marketing concepts and tools to create behaviors that will benefit individual and societal well-being is called ________ marketing
social
Lengthening a product line beyond its current range is referred to as product line ________.
stretching
Business advisory services such as legal or advertising are classified under which category of industrial products?
supplies and services
Consumer products that the buyer either does not know about or knows about but does not normally consider buying are referred to as ________ products.
unsought
Consistency of a product mix refers to the ________.
ways in which the various product lines are related
Specialty products are consumer products and services that customers generally buy ________.
without making comparisons
Which of the following is an example of a convenience product?
candy
Which of the following is an industrial product categorized under materials and parts?
cement
Which of the following is an industrial product categorized under supplies and services?
coal
Laundry detergent, candy, magazines, and fast food are purchased frequently by customers. They are examples of ________ products
convenience
Marque, a high-end maker of designer watches, has started making inexpensive watches to take advantage of enormous growth rates in low-end market segments. Marque is most likely engaging in ________.
downward stretching
Which of the following is an example of an industrial product grouped under capital items
factory
A product line is most likely too short if managers can ________.
increase profits by adding items
A product line is most likely too long if managers can ________.
increase profits by dropping items
Zappos recognizes the importance of the buyer-seller interaction. They only hire people with an innate "passion to serve" and they go through four weeks of customer loyalty training. This is referred to as ________ marketing.
interactive
Orienting and motivating customer-contact employees and supporting service people to work as a team to provide customer satisfaction is known as ________ marketing.
internal
Which link in the service profit chain emphasizes superior employee selection and training?
internal service quality
Which of the following is an example of an unsought product?
life insurance
Many companies are taking a ________ approach today, viewing quality as an investment and holding quality efforts accountable for bottom-line results
return-on-quality
Service variability means that ________.
service quality depends on when, where, and how they are provided
Which of the following is a pure tangible good?
shampoo
Product mix length refers to the ________.
total number of items a company carries within its product lines
________ occurs when two established brand names of different companies are used on the same product
Co-branding
________ products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.
Convenience
Which of the following statements is most likely true about unsought products?
Marketers use aggressive advertising to convince consumers to buy unsought products
________ refer to a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible
Services
________ products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style
Shopping
Which of the following is most likely a true statement about shopping products
Shopping products are purchased less frequently than convenience products
________ products are consumer products and services with unique characteristics or brand identifications for which a significant group of buyers is willing to make more effort than usual to purchase.
Specialty
Denta Clean's decision to add a whitening toothpaste to its current line of toothpastes is an example of product line ________.
filling
