Chapter 8
________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes.
A line extension
________ are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products.
Consumer products
When the Twin Six Cafe provides gourmet menu options to its customers, as well as impeccable service-which even allows customers to hand-select their own cuts of meat ________ is/are evident.
a core benefit, an actual product, and an augmented product
________ means that service quality depends on the quality of buyer-seller interaction during the service encounter.
Interactive marketing
________ is one of the marketer's major positioning tools because it has a direct impact on product or service performance; it is therefore closely linked to customer value and satisfaction.
Product quality
Which of the following product offerings is intangible?
a limousine ride
________ is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well-being and that of society.
Social marketing
________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.
Specialty products
Which of the following is NOT a desirable quality for a brand name?
The brand should almost always be a long word to get attention.
Which of the following is a potential drawback of multibranding?
The company's resources may be spread over too many brands.
Through ________, the service firm trains and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.
Through ________, the service firm trains and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.
________ is an approach in which all the company's people are involved in constantly improving the products, services, and business processes.
Total quality management
________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying. These products require a lot of advertising, personal selling, and other marketing efforts.
Unsought products
Which of the following is an advantage offered by co-branding?
A company can expand its existing brand into a category it otherwise might have difficulty entering alone.
The third level of a product that product planners must consider is a(n) ________ that offers additional consumer services and benefits.
augmented product
Major brand marketers often spend huge amounts on advertising to create brand ________ and to build preference and loyalty.
awareness
Each new iPod product introduction advances the causes of democratizing technology and approachable innovation. iPod, an expert at fostering customer community, has been ranked one of the Breakaway Brands by the brand consultancy Landor Associates. iPod is positioned on ________.
beliefs and values
A(n) ________ is a name, term, sign, symbol, design, or a combination of these, that identifies the maker or seller of a product or service.
brand
A(n) ________ represents consumers' perceptions and feelings about a product and its performance.
brand
A manager of a Holiday Inn said, "We have power and value in the market and people are willing to pay for it." This manager is referring to ________.
brand equity
While advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference, brands are not maintained by advertising but by ________.
brand experience
A ________ involves the use of a successful brand name to launch new or modified products in a new category.
brand extension
An apparel marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented?
brand extension
Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is the ________, which addresses the question, "What is the buyer really buying?"
core customer value
General Electric's campaign stating, "We bring good things to life" is an example of ________.
corporate image marketing
The fundamental asset underlying brand equity is ________ the value of the customer relationships that the brand creates.
customer equity
Product mix ________ refers to the number of versions offered of each product in the line. Colgate toothpaste comes in 16 varieties, ranging from Colgate Total to Colgate Kids Toothpastes.
depth
Helene Curtis began to market shampoo for normal hair. In an attempt to increase profits and use excess market capacity, Helene Curtis then marketed shampoo for oily hair and color-treated hair. This is an example of ________.
line filling
A product is a key element in the ________. At one extreme, it may consist of pure tangible goods or at the other extreme, pure services.
market offering
Which strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number-one or number-two market share positions in their categories?
megabrand
All of the following are a manufacturer's sponsorship options for a product EXCEPT ________.
multibrands
In the competition between ________ and ________ brands, retailers have the advantages of controlling what products will be stocked, where products will be stocked, what prices will be charged, and which products will be featured in print promotions.
national; private
In recent years, product safety and environmental responsibility have become major ________ concerns.
packaging
"I love New York" is an example of ________.
place marketing
Costco's Kirkland products are an example of a(n) ________.
private brand
An increasing number of retailers and wholesalers have created their own ________, also called store brands.
private brands
We define a ________ as anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need.
product
Developing a product or service involves defining the benefits that it will offer. These benefits are communicated and delivered by ________ such as quality, features, and style and design.
product attributes
Which of the following is the lowest level on which marketers can position their brands in target customers' minds?
product attributes
A ________ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges.
product line
An alternative to product line stretching is ________, adding more items within the present range of the line.
product line filling
The major product line decision involves ________.
product line length
When a company lengthens its product line beyond its current range, it is ________.
product line stretching
A ________ consists of all the product lines and items that a particular seller offers for sale.
product mix
To reduce problems associated with the intangibility of the services offered by a restaurant, the restaurant owner would be most likely to do which of the following?
provide clean tablecloths and cloth napkins for each new customer
Mabel Lu is planning to buy a new washing machine. She notices that they come in numerous price ranges. She wants to make sure she gets the most for her money. This product is a(n) ________ product.
shopping
The Ad Council of America has developed dozens of ________ marketing campaigns, including classics such as "Smokey the Bear," "Keep America Beautiful," and "Only You Can Prevent Forest Fires."
social
Public health campaigns to reduce alcoholism, drug abuse, smoking, and obesity are all examples of ________.
social marketing
A hickory rocking chair, handmade by an Amish woodcarver in Lancaster, Pennsylvania, from locally grown wood is an example of a(n) ________.
specialty product
The strongest brands go beyond attributes or benefit positioning; they are positioned on ________.
strong beliefs and values
A sensational ________ may grab attention and produce pleasing aesthetics, but it does not necessarily improve a product's performance.
style
Paper, pencils, paint, nails, and brooms are examples of ________.
supplies
Many companies now use a combination of phone, e-mail, fax, Internet, and other technologies to provide ________.
support services
The total financial value of a brand is estimated through the process of brand ________.
valuation
Product mix ________ refers to the number of different product lines the company carries.
width
A company has four choices when it comes to developing brands. What is NOT one of those choices?
width and depth extension
________ contributes to a product's usefulness as well as to its looks.
Design
The ________ requires sellers to provide detailed nutritional information on food products.
) Nutritional Labeling and Educational Act of 1990
Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance?
) conformance
Christopher Messenger rents storage space to college students who go home for the summer but do not want to haul all of their property home and back. The business is profitable during the summer months, but when the storage space is unoccupied in the off-season, Christopher is losing money. What characteristic of service is most likely the source of Christopher's problem?
) perishability
Which of the following is/are examples of product line length?
A) hamburger and cheeseburger C) Coke and Diet Coke
To achieve their social change objectives, social marketing programs ________.
C) work to influence individuals' behavior to improve their well-being D) utilize all of the Ps in the marketing mix
________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment.
Capital items
________ is used when two established brand names of different companies are used on the same product.
Co-branding
________ are those products purchased for further processing or for use in conducting a business.
Industrial products
A company can increase its business in four ways. Which is NOT one of these ways? A) It can add new product lines, thus widening its product mix. B) It can lengthen its existing product lines. C) It can add more versions of each product and thus deepen its product mix. D) It can discontinue some of its lines. E) It can increase the consistency of its product mix.
It can discontinue some of its lines.
________ has been affected by the need to include unit pricing, open dating, and nutritional information.
Labeling
________ consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization.
Organization marketing
) ________ involves designing and producing the container or wrapper for a product.
Packaging
________ consists of activities undertaken to create, maintain, or change attitudes toward particular people.
Person marketing
________ involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, and regions.
Place marketing
________ means that services cannot be separated from their providers, whether the providers are people or machines.
Service inseparability
________ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.
Service intangibility
________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
Services
________ are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. Consumers spend much time and effort in gathering information and making comparisons about these products.
Shopping products
Which of the following is NOT one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength?
brand valuation
Some analysts see ________ as the major enduring asset of a company, outlasting the company's specific products and facilities.
brands
Which of the following capital items is NOT considered accessory equipment?
buildings
The ________ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.
consistency
What are the two dimensions of product quality?
consistency and level
You have an upset stomach. Your spouse rushes to the corner convenience store for a bottle of Pepto-Bismol. This product is a(n) ________ product.
convenience
Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna, even though the Kroger tuna costs $0.15 less per can. Chicken of the Sea has brand ________.
equity
Which of the following is NOT one of the links in the service-profit chain, linking service firm profits with employee and customer satisfaction?
evidence management
To differentiate themselves, many companies go beyond offering products and services; they are also developing and delivering customer ________.
experiences
Gina's Nail Salon is serious about pleasing its customers. Employees are trained to immediately and pleasantly respond to any customer complaints, and they are empowered to offer discounts and free add-ons to customers who believe they have received anything less than the best service. Gina's Nail Salon focuses on ________.
good service recovery
Service providers must consider four special characteristics when designing marketing programs. Which is NOT one of these characteristics?
heterogeneity
Which of the following is the most important for product designers to consider as they develop a product?
how customers will use and benefit from the product
All of the following are methods for developing a differentiated service offer, delivery, or image EXCEPT ________. A) offering innovative features B) increasing the quantity of service by giving up some durability C) having more reliable customer-contact people D) developing symbols and branding E) designing a superior delivery process
increasing the quantity of service by giving up some durability
Products and services fall into two broad classifications based on the types of consumers that use them. Which is one of these broad classes?
industrial products
Most manufactured materials and parts are sold directly to ________. Price and service are the major marketing factors; branding and advertising tend to be less important.
industrial users
At the very least, a product's ________ identifies the product or brand. It might also describe several things about the product and promote the brand.
label
Product mix ________ refers to the total number of items a company carries within its product lines.
length
For a fee, some companies ________ names or symbols previously created by other manufacturers, names of well-known celebrities, and/or characters from popular movies and books, any of which can provide an instant and proven brand name.
license
Berkowitz Piano Company can expand its product line in one of two common ways. Which of the following is one of those ways?
line filling
Which of the following does NOT belong to the materials and parts group of industrial products?
repair and maintenance items
The impossibility of a barber storing haircuts for later sale is an example of which of the following?
service perishability
Manor Plaza Barber's customers have noticed that the quality of a haircut depends on who provides it as well as when, where, and how it is provided. What have the customers noticed?
service variability