Marketing Exam 2 Chapter 7
1. _______ refer to a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible.
Services
1. Which of the following is considered part of an augmented product rather than that of an actual product or core customer value?
Warranty
1. Howard Schultz, the founder of Starbucks, positioned his bistros as "a third place" between work and home where patrons could share and enjoy a cup of coffee with friends. This illustrates ________.
a) a core customer value
1. Which of the following is an example of a convenience product?
a) candy
1. A product line is most likely too long if managers can ________.
a) increase profits by dropping items
1. A chiropractor adjusting the spine of a patient illustrates how a service can be produced and consumed simultaneously. This is an example of which service characteristic?
a) inseparability
1. Service _______ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.
a) intangibility
1. Amazon recognizes the importance of the buyer-seller interaction. They only hire people with an innate "passion to serve" and they go through weeks of customer loyalty training. This buyer-seller interaction is referred to as ________ marketing.
a) interactive
1. 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 buyer-seller interaction is referred to as ________ marketing.
a) interactive
1. 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.
a) internal marketing
1. Identifying, describing and promoting the product are three functions of ______.
a) labeling
1. Clorox sells five major product lines including cleaning, household, lifestyle, professional, and international. Together the product lines make up Clorox's ________.
a) product mix
1. Susan has been redecorating her new condo for a year and searching for the perfect rug. She is carefully selecting every item. Susan finds a rug that matches her color scheme and décor perfectly and purchases it immediately without engaging in comparison shopping. This is an example of a(n) ________.
a) specialty product
1. Which of the following is an example of a shopping product?
a) television
1. 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
1. Which of the following correctly defines a product?
a) A product is anything offered to a market that might satisfy a need or want.
1. Which type of consumer products are frequently purchased with little planning, little comparison or shopping effort, and low customer involvement?
a) Convenience products
1. In determining product quality, what are the two dimensions of quality marketers must decide upon?
a) Level and conformance.
1. 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?
a) Licensing
1. When Doritos comes out with new flavors of its tortilla chips, what brand development strategy does it employ?
a) Line extension
1. 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 anon-toxic, water-based nail polish with amazing summer colors. Which of the following is a core customer value for Nailit's line of polishes?
a) The desire to have beautiful nails
1. Which of the following statements is true regarding managing service quality?
a) Unlike product quality, service quality will always vary.
1. 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) Variability
