Marketing Warm up Ch 7
he major product line decision involves the line's ______, or the number of items in the product line. A. length B. mix C. scope D. portfolio E. depth
A. length
The four major brand strategy decisions involve brand ________. A. equity, value, name selection, and positioning B. positioning, name selection, sponsorship, and development C. equity, identity, name selection, and logo selection D. name selection, logo selection, sponsorship, and identity E. equity, name selection, sponsorship, and development
B. positioning, name selection, sponsorship, and development
Which of the following statements is true regarding the marketing of services? A. Buyer-seller interaction during the service encounter has little impact on service quality. B. Service providers do not need to differentiate their offerings. C. For service providers, a solution to price competition is to develop a differentiated offer, delivery, and image. D. Service providers do need to use segmentation and target marketing. E. Customer-facing employees are not important in the marketing of services.
C. For service providers, a solution to price competition is to develop a differentiated offer, delivery, and image.
Services are characterized by four key aspects: ______________________. A. services are intangible, variable, perishable, and inexpensive. B. services are intangible, inexpensive, easy to find, and automated. C. services are intangible, inseparable, variable, and perishable. D. services are inexpensive, easy to find, intangible, and variable. E. services are intangible, perishable, consistent, and inseparable.
C. services are intangible, inseparable, variable, and perishable.
Which of the following is the correct definition of a product? A. A product is anything that can be offered to a market for consumption that does not satisfy a want or need. B. A product is a tangible good that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. C. A product is a tangible good or a service that can be offered to a market for attention, acquisition, use, or consumption that does not satisfy a want or need. D. A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. E. A product is a tangible good or a service that can be offered to a market for consumption that might satisfy a want or need.
D. A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
What are the two broad classifications of products? A. Consumer products and business products B. Consumer products and household products C. Grocery products and luxury products D. Necessity products and luxury products E. Consumer products and industrial products
E. Consumer products and industrial products
What are the four choices a company has for developing brands? A. Line extensions, brand extensions, new brands, and brand phase out B. Line extensions, line supplements, new lines, and new brands C. Single brands, multibrands, line extensions, and licensing D. Line extensions, licensing, brand extensions, and new brands E. Line extensions, brand extensions, multibrands, and new brands
E. Line extensions, brand extensions, multibrands, and new brands
Which of the following correctly identifies the five important decisions marketers must make when developing individual products and services? A. Product attributes, branding, quality level, pricing, and distribution B. Product attributes, pricing, advertising, distribution, and promotion C. Branding, pricing, advertising, distribution, and product support services D. Quality level, pricing, advertising, distribution, and promotion E. Product attributes, branding, packaging, labeling, and product support services
E. Product attributes, branding, packaging, labeling, and product support services