mkt ch. 7 quiz

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? A. New brand This is the correct answer.B. Licensing C. Brand extension D. Multibranding E. Line extension

a

When Doritos comes out with new flavors of its tortilla​ chips, what brand development strategy does it​ employ? A. Line extension B. Multibrand C. Brand extension D. New brand E. Store brand.

a

Which type of consumer products are frequently purchased with little​ planning, little comparison or shopping​ effort, and low customer​ involvement? A. Shopping products B. Convenience products C. Industrial products D. Capital products E. Specialty products

b

In determining product​ quality, what are the two dimensions of quality marketers must decide​ upon? A. Level and price B. Consistency and packaging. C. Level and consistency D. Level and conformance. E. Consistency and conformance.

c

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. A​ co-brand B. A national brand C. A private brand D. A licensed brand E. A​ manufacturer's brand

c

The value of customer relationships that a brand creates is called​ _______. A. brand value B. customer value C. customer equity D. brand equity Your answer is not correct.E. brand differentiation

c

Which brand dimension is defined as how consumers feel a brand meets their​ needs? A. Differentiation B. Esteem C. Relevance D. Equity Your answer is not correct.E. Knowledge

c

Which of the following is a pure tangible​ good? A. Financial advice B. A meal at a restaurant C. A medical checkup D. Toothpaste E. A spa treatment

d

Which of the following is considered part of an augmented product rather than that of an actual product or core customer​ value? A. Packaging B. Brand name C. Product features D. Warranty .E. Design

d

Which of the following statements is true regarding managing service​ quality? A. Service quality is easier to define and judge than product quality. B. Setting standards is not important in delivering service quality. C. Service recovery is unimportant in managing service quality. D. Unlike product​ quality, service quality will always vary. E.. Customer retention is not related to service quality.

d

Which of the following statements is true regarding​ packaging? A. Packaging does not influence the consumer buying decision. B. Packaging does not impact product safety. C. Packaging is not an important consideration in product strategy. D. Packaging can be an important part of a​ brand's identity. E. Packaging is not used to gain a competitive advantage.

d

Which of the following statements regarding the important decisions in the development and marketing of individual products is​ correct? A. Packaging decisions are not an important part of developing individual products. B. Product labelling is no longer subject to legal regulation. Your answer is not correct.C. How a product is branded is separate from the development and marketing of individual products. D. Product attributes that communicate and deliver benefits to the consumer include​ quality, features, and style and design. E. Determining product support services is not part of the development of individual products.

d

For which service characteristic do marketers need to pay close attention to fluctuations in​ demand? A. Tangibility B. Variability C. Inseparability D. Intangibility E. Perishability

e

Materials and​ parts, capital​ items, and supplies and services are groups of​ _____ products. A. specialty B. shopping C. unsought D. convenience E. industrial

e

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? A. The​ non-toxic properties of the products B. The​ products' revolutionary packaging C. The Nailit brand D. The natural ingredients E. The desire to have beautiful nails

e

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. external marketing B. image differentiation C. the service firm to focus only on the customer D. interactive marketing E. internal marketing

e

When manufacturers launch products using their own brand​ names, which sponsorship option are they​ using? A. Store branding Your answer is not correct.B. Distributor branding C. Private branding D. ​Co-branding E. National branding

e

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. Private branding B. Store branding C. ​Co-branding D. National branding E. Licensing

e

Which of the following correctly defines a​ product? A. Products include tangible objects and services but not events or people. B. A product is not a part of the overall market offering. C. Products are only tangible objects offered to a market to satisfy a want or need. D. Products have two levels dash- the actual product and the augmented product. E. A product is anything offered to a market that might satisfy a need or want.

e

Which of the following statements about service marketing is​ correct? A. Service marketers do not need to differentiate their offerings. B. Companies should strive to streamline services to increase efficiency. C. Training current employees better and hiring new ones with more skills can increase service productivity. D. It is easier to define service quality than product quality. E. Due to the variability of​ services, top service companies set modest​ service-quality standards.

c

he 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. Perishability B. Intangibility C. Variability .D. Inseparability E. Tangibility

c

​Identifying, describing and promoting the product are three functions of​ ______. A. support services B. design C. labeling D. product lines E. packaging

c

If a company adds a new product line to its existing​ portfolio, it has increased its​ _________. A. product mix depth B. product support services C. product mix consistency D. product mix width E. product line length

d

Service​ _______ means that services cannot be​ seen, tasted,​ felt, heard, or smelled before they are bought. A. packaging B. perishability Your answer is not correct.C. variability D. intangibility E. inseparability

d

When a company lengthens a product line by adding more items beyond its current​ range, they are​ ________. A. filling the line B. decreasing the depth of the line C. decreasing the width of their product mix D. stretching the line E. increasing the width of their product mix

d