mktg 2

Surveys, focus groups, and customer comment cards are all methods used by service companies to a) understand customer needs and expectations. b) set service quality specifications. c) establish guidelines for employee performance. d) manage service expectations. e) control service intangibility.

A

intangibility

Because of the ________ of services, customers rely more heavily on price as an indicator of quality.

Tangibility Continuum

Depicts pure goods from pure services and it is essential to understand it in creating marketing strategies for service dominant products

what top ten service complaint is ( Red Alert, Lights on no one Home, Misplaced priorities, True lies, Broken Promises, Dont ask, Suffering in silence, I just work here, The big wait, Automatic pilot) Employees unwilling to make any extra effort to help

Dont ask

Which of the following products would probably require extended problem solving before a purchase? Products purchased frequently Products to be purchased in the future Products that are purchased routinely Expensive products Products purchased as a result of social influences

Expensive products

Beth Hines is buying furniture for her apartment for the first time. She is spending considerable time and effort comparing the products that different stores offer. Which type of problem-solving process is she using? Selective Intensive Extended Shopping Routinized

Extended

Jose and Teresa are searching for a new cellular phone. They will most likely engage in which one of the following forms of problem solving? Extended problem solving Limited problem solving Impulse buying Routinized response behavior Intensive response behavior

Extended problem solving

Mark is shopping for a new suit to wear to an important interview. He really wants to impress his prospective employer and is shopping at many stores to find the right outfit. Martin is using which type of consumer problem-solving process? Routinized response behavior Habitual response Information search Extended problem solving Intensive problem solving

Extended problem solving

Intangibility

Flo, the spokesperson in Progressive Insurance TV commercials, is used to symbolize friendliness, reliability, and knowledge of the company's products. The part Flo plays in the promotion is designed to address the ____ characteristic of services.

Inseparability

Frank went on a tour of NASA headquarters. All guests of the tour were asked to turn off their cell phones. However, sometime during the tour Frank noticed someone off to the side loudly talking on the cell phone. Frank is annoyed, not only because the man disobeyed directions but also because his rude conduct was impacting everyone else's enjoyment. He felt that everyone, including the tour attendees, has the shared responsibility to be courteous to others and the tour guide. This problem is a challenge involving

For which of the following products would a consumer most likely use limited problem solving? Detergent Toothpaste Automobile Hair dryer Washing machine

Hair dryer

Tangibles

Hershey Foods Corp. offers a line of candy that includes Kit Kat, Mr. Goodbar, Krackel, Hershey's Kisses, Reese's Peanut Butter Cups, Rolo, and Twizzlers. These candies best illustrate Hershey's product mix

Which of the following is false?

High-contact services are less expensive to deliver because they are typically equipment based.

What are the three ways you can cultivate service leadership?

Hire the right people Emphasize the trust factor Invest in employee sucess

what top ten service complaint is ( Red Alert, Lights on no one Home, Misplaced priorities, True lies, Broken Promises, Dont ask, Suffering in silence, I just work here, The big wait, Automatic pilot) Powerless employees who lack the authority to solve the problem.

I just work here

Changing people's attitudes toward a firm and its marketing program is a) simple when advertisements are used. b) impossible, even if the firm uses advertisements. c) a long, expensive, and difficult task that may require extensive advertising campaigns. d) unnecessary, since consumer attitudes are of little importance. e) rarely attempted through the use of marketing practice.

c) a long, expensive, and difficult task that may require extensive advertising campaigns.

Perishabiliy

The unused service capacity of one time period cannot be stored for future use.

what are the three essential components of building a service quality information system?

Transactional surverys total market surveys employee surveys

distribution decisions

_____ in nonprofit relate to how ideas and services will be made available to clients

Customer-contact

_________ employees in most service industries are often the least-trained and lowest-paid members of the organization.

service quality specifications

_________ must be tied to needs expressed by customers.

A change in package size is a strategy that can help boost sales in the ___________ stage of the product life cycle. a) maturity b) growth c) introduction d) market reduction e) decline

a

A common business objective of the ___________ stage of the product life cycle is to generate cash flow. a) maturity b) growth c) introduction d) market reduction e) decline

a

A company wanting to maintain market share during the maturity stage requires moderate to large a) advertising expenditures. b) distribution expenditures. c) production expenditures. d) price increases. e) packaging modifications.

a

A firm with a product in the decline stage of the product life cycle may decide to gradually reduce marketing expenditures and realign its marketing mix to one that requires fewer resources. This approach is called a) harvesting. b) investing. c) realigning. d) divesting. e) mixing.

a

A product mix is best described as a) all products offered by a firm. b) product, distribution, promotion, and price. c) many products sold by one firm. d) all products of a particular type. e) a group of closely related products that are considered a unit because of market, technical, or end-use considerations.

a

A set of Bose car speakers sold to Ford for use in the production of a hybrid Escape, would be an example of a(n) a) component part. b) specialty item. c) accessory equipment. d) raw material. e) process material.

a

A trademark signifies a. that the owner has exclusive use of a brand and others are prohibited from using it. b. that a product was manufactured by a particular company. c. the full and legal name of an organization. d. the level of quality of a product based on its legally protected rights. e. the inventive use of a brand name or brand mark to identify a company's products.

a

A trademark signifies a) that the owner has exclusive use of a brand and others are prohibited from using it. b) that a product was manufactured by a particular company. c) the full and legal name of an organization. d) the level of quality of a product based on its legally protected rights. e) the inventive use of a brand name or brand mark to identify a company's products.

a

According to the text, a product is defined as a) anything the customer receives in an exchange. b) the physical object the customer receives in an exchange. c) the service that is rendered to a customer. d) the idea that the customer receives in an exchange. e) goods and services the customer receives in an exchange.

a

Although they become part of a larger product, _______ can often be easily identified and distinguished on the larger product. a) component parts b) accessory parts c) raw materials d) process materials e) MRO supplies

a

An accountant buys a supply of pencils to be used in calculating the taxes of other business firms. Based on this information, pencils in this case would be considered what type of product? a) Business b) Process materials c) Raw material d) Convenience e) Consumer

a

Any service provider that offers time-sensitive services receives most of its revenue during a) peak demand. b) heavy use time. c) the off-season. d) preferred demand. e) customer contact time

a

As Jessica enters Best Buy's car electronics department, she is asked by the salesperson if she has seen the new plug-in cell phones with TV display. She answers that she didn't know that this type of phone accessory for cars was available. Based on this information, she is now in what stage of the product adoption process for this item? a) Awareness b) Interest c) Evaluation d) Trial e) Adoption

a

At one time, generic brands represented about 10 percent of all retail grocery sales. Today they account for a) considerably less. b) about 35 percent. c) about the same. d) up to 20 percent. e) approximately 25 percent.

a

Because practically all marketers provide some services, ___________ typically do not exist in today's business environment. a) pure goods b) pure services c) customer services d) service products e) tangible-dominant products

a

Brand ___________ is a customer's favorable attitude toward a specific brand and, depending on its strength, some likelihood of the consistent purchase of this brand. a. loyalty b. equity c. awareness d. personality e. quality

a

Brand ___________ is a customer's favorable attitude toward a specific brand and, depending on its strength, some likelihood of the consistent purchase of this brand. a) loyalty b) equity c) awareness d) personality e) quality

a

Brands provide all of the following benefits for buyers except that they do not a) foster brand loyalty. b) help identify specific products. c) help buyers evaluate the quality of products. d) offer psychological rewards. e) reduce perceived risk of purchase.

a

Clean, sharp looking employees with appropriate uniforms help assure customers about service quality and therefore address the _____ of services. a) intangibility b) perishability c) tangibility d) inseparability e) heterogeneity

a

Client-based relationships are least likely to be developed by a) towing services. b) accountants. c) beauticians. d) orthodontists. e) psychiatrists.

a

Convenience products are a) relatively inexpensive, frequently purchased items for which buyers exert only minimal purchasing effort. b) frequently purchased items for which buyers are willing to exert considerable effort. c) frequently purchased items that are found in certain retail outlets. d) items that are expensive but are easy to purchase. e) items that require some purchase planning and for which the buyer often will not accept substitutes.

a

Dannon Yogurt represents what type of product for most consumers? a) Convenience b) Business c) Shopping d) Specialty e) Durable

a

Demand-based pricing most closely relates to the _____ of services. a) perishability b) intangibility c) heterogeneity d) customer contact aspect e) inseparability

a

During the decline stage of the product life cycle, a) sales rapidly decrease. b) market share is maintained. c) competition is at a peak. d) profits begin to fall. e) profits peak and then begin to decline.

a

During the growth stage of the product life cycle, marketers must a) fortify the product position. b) move to exclusive distribution. c) raise the price. d) increase promotion as a percentage of sales. e) introduce private brands.

a

Energizer batteries would be classified as which type of product? a) Convenience b) Shopping c) Specialty d) Unsought e) Industrial service

a

Gorton's sells Gorton's Fish Sticks, Gorton's Fish Fillets, and Gorton Grilled Fish. This is an example of a. family branding. b. shared naming. c. individual branding. d. brand extension. e. single branding.

a

Gorton's sells Gorton's Fish Sticks, Gorton's Fish Fillets, and Gorton Grilled Fish. This is an example of a) family branding. b) shared naming. c) individual branding. d) brand extension. e) single branding

a

Joe is an athlete who plays a variety of sports that all require various athletic shoes. He has a favorable attitude toward Nike shoes. This favorable attitude is called brand a) loyalty. b) recognition. c) preference. d) insistence. e) equity.

a

Large tools and machines used in a production process for a considerable length of time are classified as a) installations. b) accessory equipment. c) component parts. d) raw materials. e) MRO supplies.

a

Maria asks Glenda what housecleaning service she would recommend in Oakview. Glenda responds that Pristine Cleaning is great if you can be assured that Janice will be the person assigned to your house. Glenda's recommendation addresses which of the following service features? a) Heterogeneity b) Intangibility c) Perishability d) Inseparability e) Homogeneity

a

Marvel Comics allowed various organizations to use its Spiderman and Incredible Hulk characters to market a wide variety of toys and clothing items. Marvel Comics received a percentage of the gross revenues. This is a) brand licensing. b) character exploiting. c) co-branding. d) family branding. e) trademark leasing.

a

Multiple packaging encourages a. the consumer to try the product several times. b. higher consumption of all products. c. infrequent purchases. d. easier handling and storing of all products. e. environmentally responsible behavior.

a

Of the following choices, which would be the easiest brand name to legally protect? a) Tarzink Yogurt b) Learn and Grow Daycare c) Scout Camping Supplies d) Sullivan Water Filtering Systems e) Western County Distributors

a

One company markets such diverse products as Rosarita Mexican foods, Max Factor cosmetics, and Samsonite luggage. These various offerings exhibit this firm's product mix a) width. b) depth. c) length. d) volume. e) dimension.

a

Packaging is most important, as a strategic tool, for a. consumer convenience products. b. consumer shopping products. c. industrial products. d. consumer specialty products. e. services.

a

Products for which buyers are willing to spend much time comparing stores and brands for differences in prices, product features, and services are called ______ products. a) shopping b) specialty c) service d) convenience e) unsought

a

Prudential Insurance uses "the rock" symbol to communicate stability and security to customers. This is Prudential's attempt to help customers better understand its services by a) emphasizing tangible cues in promoting the service. b) using word association. c) personalizing the selling of the service. d) utilizing publicity techniques to enhance the service.

a

Service activities are time-dependent, meaning that the service must be provided at a point in time when customers want to use it. This point in time is also known as a) peak demand. b) preferred demand. c) off-peak demand. d) high-contact time. e) high intensity time.

a

Shannon Hill needed to buy an airline ticket to visit her parents. She called several airlines to compare rates and chose a flight on Southwest Air Lines because, for comparable prices, it had a better reputation for service. For Shannon, this flight is an example of which type of product? a) Shopping b) Convenience c) Specialty d) Unsought e) Industrial

a

The continuum of tangibility goes from _____ on one end to _____ on the other end. a) service-dominant products; good-dominant products b) pure products; pure services c) rational products; irrational products d) mostly service goods; mostly product goods e) easy to see; not easy to see

a

The fact that the first massage Gretchen gives each day is better than the last massage demonstrates the ______ of services. a) heterogeneity b) customer contact aspect c) intangibility d) inseparability e) perishability

a

The heterogeneity characteristic of services provides marketers with tremendous opportunity to a) customize their services to meet unique individual needs. b) hold down the cost of providing services to customers. c) create standardized packages that will appeal to many customers. d) offer the same service as all of their competitors. e) develop relationship marketing with their customers.

a

The necessary interaction between service provider and customer that allows a service to be delivered is called a) customer contact. b) service exchange. c) marketing. d) relationship marketing. e) service contact.

a

The talking gecko used by Geico Insurance facilitates the development of a) brand associations. b) perceived brand quality. c) product preference. d) manufacturer brands. e) product equity.

a

The weakest level of brand loyalty is brand a. recognition. b. insistence. c. equity. d. trial. e. preference.

a

The weakest level of brand loyalty is brand a) recognition. b) insistence. c) equity. d) trial. e) preference.

a

Traditionally, the main advantage of a private brand over a manufacturer brand was the _____, but this advantage is gradually diminishing. a) better price b) higher quality c) more accessible distribution d) straightforward labeling e) friendlier customer service

a

Transamerica's pyramid-shaped building in San Francisco is used to symbolize strength, security, and reliability. This type of promotion is designed to address the ___________ characteristic of services. a) intangibility b) perishability c) heterogeneity d) inseparability e) customer service

a

Trying to link a motorcycle brand like Harley-Davidson to a food brand like Healthy Choice would be considered a poor decision in this type of branding. a) Co-branding b) Individual branding c) Family branding d) Product branding e) Wholesaler branding

a

Using appointments or reservations for scheduling delivery of services is an attempt to address the ___________ characteristic of services. a) perishability b) intangibility c) heterogeneity d) inseparability e) homogeneity

a

When Anheuser-Busch added Michelob Light to the line of Michelob beers, the firm was using ___________ branding. a. brand-extension b. individual c. exclusive d. selective e. existing

a

When Anheuser-Busch added Michelob Light to the line of Michelob beers, the firm was using ___________ branding. a) brand-extension b) individual c) exclusive d) selective e) existing

a

When Jones' Soda launched its Turkey Gravy flavored soda, it was hoping to take advantage of the short-lived clear-products fad. By the time it launched the soda, the fad for quirky soda flavors had already waned, and customers were no longer clamoring for these type of products. The reason this product failed is a) poor timing. b) the company's failure to match product offerings to customer needs. c) ineffective branding. d) design problems. e) overestimation of market size.

a

When a business finds itself squeezed out of a market for a product or loses interest in that product, it is a sign of being in the ___________ stage of the product life cycle. a) maturity b) growth c) introduction d) market reduction e) decline

a

When a firm uses an existing brand name as part of a brand name for a new product, this is called ___________ branding. a. brand-extension b. licensed c. family d. individual e. new-product

a

When a firm uses an existing brand name as part of a brand name for a new product, this is called ___________ branding. a) brand-extension b) licensed c) family d) individual e) new-product

a

When designing a package, which characteristic is least important? a. An association with the company's brand mark b. Cost-effectiveness c. Environmental responsiveness d. Safety e. The value it has as a promotional tool

a

Which of the following is a primary factor specific to services in choosing a brand name? a. The service brand is usually the same as the company name so it must be flexible enough to fit several services. b. The name must convey an image of great customer service because this is more important for services than for goods. c. The name should be distinctive and set the company apart from potential competitors. d. Shortness and conciseness are extremely important when choosing brand names for services so that they can easily be remembered. e. Service brands are much more difficult to protect legally, so marketers must focus on creating brands with made-up words or a combination of letters and numbers.

a

Which of the following is a primary factor specific to services in choosing a brand name? a) The service brand is usually the same as the company name so it must be flexible enough to fit several services. b) The name must convey an image of great customer service because this is more important for services than for goods. c) The name should be distinctive and set the company apart from potential competitors. d) Shortness and conciseness are extremely important when choosing brand names for services so that they can easily be remembered. e) Service brands are much more difficult to protect legally, so marketers must focus on creating brands

a

Which of the following is always used to determine the classification of a good? a) Buyer's intent for using the product b) Amount of shopping required by the buyer to obtain the product c) Price of the product d) Specific product features e) Industry competitors

a

Which of the following is the most typical example of a new product introduction? a) Pringles sold in snack-sized containers b) A brand-new nut discovered in Africa c) A car that uses no oil or gasoline d) Shoes that literally make you run faster e) A device that cools your car while parked outside

a

Which of the following service providers are most likely to bundle-price their services? a) Cable television companies b) Retail stores c) Airlines d) Theaters e) Doctors

a

Which of the following stages of the product life cycle is likely to see dealers offered promotional assistance from the producer? a) Maturity b) Growth c) Introduction d) Market reduction e) Decline

a

Which of the following statements does not apply to convenience goods? a) Consumers are brand loyal to convenience products and are not likely to substitute other brands. b) Convenience products require minimal shopping effort. c) Marketing of convenience products requires intensive exposure of these goods in as many stores as possible. d) Consumers tend to feel that the most desirable retail facility for convenience products is the closest one. e) Colas, gasoline, and bread are good examples of convenience goods.

a

Which of the following tactics would typically be employed when a product is in the growth stage of its life cycle? a) Lowering prices after developmental costs have been recovered b) Raising promotion expenditures as a percentage of total sales c) Moving from intensive to selective distribution d) Raising prices to encourage competitors to enter the market e) Reducing the number of product models in the product line

a

Which of the following types of products would be the most difficult to brand? a. Wheat b. Soap c. DVD players d. Automobiles e. Tax preparation services

a

Which of the following types of products would be the most difficult to brand? a) Wheat b) Soap c) DVD players d) Automobiles e) Tax preparation services

a

___________ packaging means that the product is packaged in line with the packaging practices associated with a particular product category. a. Category-consistent b. Category-specific c. Innovative d. Multiple-category e. Selective

a

iPod is the ___________ of the MP3 player made by Apple, Inc. a) trade name b) brand mark c) trade label d) brand e) identifier

a

Jennifer is interested in joining Kappa Lambda Iota sorority. She begins to shop at Sarah's, a local store where the Kappas buy their clothes. She also asks her family for a new car because all the sorority members have new cars. In these instances, Jennifer is influenced by personality. a reference group. a consideration set. a knowledge base. a role conflict.

a reference group.

The actions and activities associated with a position one holds within a group, organization, or institution constitute personality. a role. a motive. perception. an attitude.

a role.

Service

an intangible product that involves a deed, a performance, or an effort that cannot be physically possessed.

The three major types of reference groups are: membership, aspirational, and advocacy. advocacy, avoidance, and approach. aspirational, disassociative, and membership. actual, implied, and desired. family, peer group, and media

aspirational, disassociative, and membership.

Having used both Secret and Sure deodorants, Annette feels that Secret is a good product and the one that best meets her needs. She has formed a(n) ___________ about Secret. motive consideration set cognition attitude self-concept

attitude

Cognitive, affective, and behavioral are the three major components of self-concept. motives. lifestyles. consumer socialization. attitudes.

attitudes.

credence qualities

attributes that customers may be unable to evaluate even after purchasing and consuming a service. Ex: surgery, car repair.

what top ten service compaint is ( Red Alert, Lights on no one Home, Misplaced priorities, True lies, Broken Promises, Dont ask, Suffering in silence, I just work here, The big wait, Automatic pilot) Impersonal, emotionless, no-eye-contact, going - through- the-motions, non-service.

automatic piliot

what are the 2 things that we think the NACS preforms well at

availability-selection friendly, knowledgable staff

A ___________ brand usually requires a producer to become involved in distribution, promotion, and pricing decisions. a. dealer b. manufacturer c. private distributor d. store e. wholesaler

b

A ___________ brand usually requires a producer to become involved in distribution, promotion, and pricing decisions. a) dealer b) manufacturer c) private distributor d) store e) wholesaler

b

A co-branded product from Ruffles potato chips and Chiquita bananas would likely fail because a. neither of these brands is very well known to consumers. b. their products are not complementary. c. they are both food products. d. this co-branding will not provide product differentiation. e. the market segment for this product is too vast

b

A co-branded product from Ruffles potato chips and Chiquita bananas would likely fail because a) neither of these brands is very well known to consumers. b) their products are not complementary. c) they are both food products. d) this co-branding will not provide product differentiation. e) the market segment for this product is too vast

b

A distinguishing factor between a brand name and a brand mark is that a brand name a. creates customer loyalty. b. consists of words. c. identifies only one item in the product mix. d. is registered with the U.S. Patent and Trademark Office. e. implies an organization's name.

b

A distinguishing factor between a brand name and a brand mark is that a brand name a) creates customer loyalty. b) consists of words. c) identifies only one item in the product mix. d) is registered with the U.S. Patent and Trademark Office. e) implies an organization's name.

b

A firm may decide that all packages should be similar and include one major element of the same design. This approach to promote an overall company image is called a. family extension. b. family packaging. c. overall packaging. d. package extension. e. selective packaging.

b

A first class airline ticket offers a ____ service of transportation as well as _______ services of drink and food service, special boarding rights, and extra customer service. a) primary; secondary b) core; supplementary c) bundled; extra d) complementary; main e) major; minor

b

A secondary-use package is defined as one that a. can be used as a promotional tool. b. can be reused for purposes other than its initial use. c. facilitates transportation, storage, and handling for middlemen. d. is recyclable and environmentally safe. e. promotes an overall company image.

b

Achieving greater penetration of the market is typically a business goal during the ___________ stage of the product life cycle. a) maturity b) growth c) introduction d) market testing e) decline

b

Aggressive pricing is typical during the ___________ stage of the product life cycle. a) decline b) growth c) introduction d) plateau e) stabilization

b

All of the following are reasons why new products fail except a) overestimated market size. b) followed a systematic plan. c) distributed insufficiently. d) had poor timing. e) promoted poorly.

b

An American West Airlines flight from Dallas to Houston was full, and the tickets were more expensive than the almost-empty American West flight from Chicago to Phoenix. This is an example of what kind of service pricing? a) Bundled b) Demand-based c) Supply-based d) Upfront e) Customer-based

b

An ad that stresses "Get the real Proactiv Solution; accept no substitutes!" is best geared for which stage of the product life cycle? a) Introduction b) Growth c) Stabilization d) Expansion e) Decline

b

An individual moves into the adoption stage of the adoption process at the point when he or she a) is self-motivated to get information about the product. b) begins using that specific product. c) seriously considers whether the product will satisfy his or her needs. d) experiences the product for the first time. e) becomes aware that the product exists.

b

Besides generic names, what other types of names are very difficult to protect? a. Names created by the company b. Surnames and geographic names c. Arbitrarily chosen names not related to the product d. Arbitrarily chosen names related closely to the product e. Names that contain shapes and colors

b

Besides generic names, what other types of names are very difficult to protect? a) Names created by the company b) Surnames and geographic names c) Arbitrarily chosen names not related to the product d) Arbitrarily chosen names related closely to the product e) Names that contain shapes and colors

b

Buyers do not compare alternatives when shopping for ______ products. a) convenience b) specialty c) shopping d) unique e) unsought

b

Gap clothing stores sell primarily what type of products? a) Convenience b) Shopping c) Unsought d) Nondurable e) Specialty

b

Hair stylists find it challenging to market their service because the customer must be involved in production (i.e., the haircut). This illustrates which of the following unique features of services? a) Intangibility b) Inseparability c) Perishability d) Heterogeneity e) Homogeneity

b

Healthy Choice is a ____ manufactured by ConAgra Foods, which is a ____. a) brand mark; trade name b) brand name; trade name c) trade name; brand d) brand name; trademark e) brand mark; trademark

b

Hershey Foods Corp. offers a line of candy that includes Kit Kat, Mr. Goodbar, Krackel, Hershey's Kisses, Reese's Peanut Butter Cups, Rolo, and Twizzlers. These candies best illustrate Hershey's product mix a) width. b) depth. c) length. d) volume. e) life cycle.

b

If Best Western bundles its rooms with services such as free local phone calls, cable television, wireless Internet access, and complimentary breakfast, these services are known as ___________ services. a) core b) supplementary c) bundled d) business e) complimentary

b

If Ralph Lauren, a designer of fine clothing, authorized Dan River Mills to market a line of sheets under the Ralph Lauren name - this arrangement is an example of a) brand extension. b) brand licensing. c) product continuation. d) private branding. e) individual branding.

b

If a nonsmoker dines in a restaurant without a no-smoking section, then the overall quality of service experienced by the nonsmoking customer probably declines. This is an example of which of the following service characteristics? a) Perishability b) Inseparability c) Heterogeneity d) Intangibility e) Homogeneity

b

In which stage of the product life cycle do profits begin to decrease? a) Introduction b) Growth c) Maturity d) Decline e) Recovery

b

In which stage of the product life cycle do profits peak? a) Introduction b) Growth c) Decline d) Termination e) Maturity

b

Janet sets up her new interior decorating business and advertises her expertise in high-quality draperies and other window treatments. One of her first customers is extremely dissatisfied with Janet's work, so Janet redoes the job at her own expense because she knows how powerful _____ is (are) for services and wants to stay in business. a) service expectations b) word-of-mouth communication c) zones of tolerance d) customer perceptions e) experience qualities

b

Kellogg's Rice Krispies, a _____ brand, is likely to be found next to Crispy Rice, a _____ brand that has very similar coloring and styling for its package. a) generic; store b) manufacturer; private c) dealer; private distributor d) producer; house e) distributor; store

b

MADD (Mothers Against Drunk Driving) is a nonprofit organization that primarily markets a) services. b) ideas. c) goods. d) tangible products. e) features.

b

Nick Arnold's Auto Towing Service would best be described as a(n) __________ product. a) convenience b) unsought c) specialty d) durable e) shopping

b

Piano teachers, tutors, attorneys, and consultants are most likely to price their services based on a) functions performed. b) time. c) objectives accomplished. d) demand. e) combination pricing.

b

Private distributor, generic, and manufacturer are the three types of a. equity. b. brands. c. producers. d. packaging. e. trade names.

b

Private distributor, generic, and manufacturer are the three types of a) equity. b) brands. c) producers. d) packaging. e) trade names.

b

Production and consumption of services must simultaneously occur due to the _____ characteristic of services. a) intangibility b) heterogeneity c) customer contact d) perishability e) inseparability

b

Products are classified as being business or consumer products according to the a) goals of the organization. b) buyer's intended use of the product. c) seller's intended use of the product. d) location of use. e) types of outlets from which they are purchased.

b

Products which are relatively inexpensive and frequently purchased with minimal effort are classified as ___________ products. a) shopping b) convenience c) industrial d) specialty e) unsought

b

The last group to adopt a new product, _________, is oriented toward the past and is suspicious of new products. a) non-adopters b) laggards c) innovators d) late adopters e) late majority

b

The major characteristic of a private brand is that a. only retailers initiate and own the brand. b. manufacturers are not identified on the product. c. producers become involved with the marketing mix. d. producers price the product. e. wholesalers encourage producers to make the product available.

b

The major characteristic of a private brand is that a) only retailers initiate and own the brand. b) manufacturers are not identified on the product. c) producers become involved with the marketing mix. d) producers price the product. e) wholesalers encourage producers to make the product available.

b

The most important function of packaging is a. offering convenience to customers. b. protecting the product and maintaining its functionality. c. covering the product. d. communicating information to the customer. e. attracting the attention of the customer.

b

The most recent act passed by Congress that addresses the protection of trademarks is the a. Lanham Act. b. Trademark Law Revision Act. c. Counterfeit Protection Act. d. U.S. Patent and Trademark Act. e. Fair Trademark and Brand Name Usage Act.

b

The most recent act passed by Congress that addresses the protection of trademarks is the a) Lanham Act. b) Trademark Law Revision Act. c) Counterfeit Protection Act. d) U.S. Patent and Trademark Act. e) Fair Trademark and Brand Name Usage Act.

b

The overall challenge for marketers when developing packaging is to a. make it as attractive as possible to the target market of the product. b. create effective, convenient packaging that appeals to customers and keeps costs low. c. find ways to reduce costs as much as possible for packaging without letting safety suffer. d. always be more innovative than the competitors in order to make a product stand out. e. ensure that product damage is minimized during distribution.

b

The stage of the product life cycle when marketers consider eliminating products that are not contributing to profitability or the overall effectiveness of a product mix is the ____ stage. a) maturity b) decline c) growth d) introduction e) reorganization

b

To make intangible products more tangible or real to the consumer, marketers often a) use low prices on intangible goods. b) use symbols or cues to help symbolize product benefits. c) use external reference prices. d) use multiple channels of distribution. e) offer more support services with such products.

b

Tojitos Mexican Restaurant purchased several large ovens for use in remodeling its kitchens. These ovens are an example of which type of business product? a) Raw materials b) Installations c) Accessory equipment d) Component parts e) Process materials

b

What should marketers do to promote the consistency and reliability of their services most effectively? a) Limit the number of employees in their organization b) Train employees and develop standard procedures for dealing with customers c) Encourage employees to be creative in solving customer issues and complaints d) Perform as much of the service as possible before the customer arrives e) Require employees to be shining, happy people all day long

b

When Sony realized its CD players were in the decline stage, it decided to immediately withdraw all of its marketing support from these declining products, an approach known as a) harvesting. b) divesting. c) investing. d) realigning. e) squashing.

b

Which of the following countries was the world's first service economy? a) England b) United States c) Sweden d) Canada e) Germany

b

Which of the following is a low-contact service? a) Childcare b) Website design c) Health care d) Manicure e) Legal services

b

Which of the following is most likely to be considered a business service? a) Housecleaning b) Consulting c) Haircutting d) Personal training e) Alaskan cruise

b

Which of the following services falls closest to the middle of the tangibility continuum? a) College education b) Dinner at the Olive Garden c) A new Ford Escape d) A custom built yacht e) A trip to Brazil

b

Which of the following statements about customer contact in services marketing is false? a) Service employees are important in creating satisfied customers. b) High-contact services are less expensive to deliver because they are typically equipment-based. c) The main principle of customer contact is that satisfied employees lead to satisfied customers. d) Service companies can minimize customer dissatisfaction by changing high-contact services into low-contact services. e) Employee training programs are an effective way to ensure good customer contact and reduce problems.

b

Which stage of the product life cycle begins when a business reaches the breakeven point with the product? a) Maturity b) Growth c) Introduction d) Market testing e) Decline

b

While grocery shopping at Albertson's grocery store, Janna sees a box that is plain in color and labeled cotton swabs. This is an example of a) streamline packaging. b) generic branding. c) store branding. d) individual branding. e) category-consistent packaging.

b

Selective exposure refers to a) targeting only certain parts of the total market. b) admitting only certain inputs into consciousness. c) the circumstances or conditions that exist when a consumer is making a purchase decision. d) the process of selecting, organizing, and interpreting information inputs to produce meaning. e) remembering inputs that support personal feelings and beliefs and forgetting those that do not.

b) admitting only certain inputs into consciousness.

Abercrombie & Fitch is developing a program to get to know its customers. Which of the following is not a reason why A&F needs to understand consumer buying behavior? a) customer's reactions to marketing strategy can impact the firm's success b) all customers are the same when it comes to buying behavior c) a firm should create a marketing mix that satisfies customers d) it helps the marketer predict how consumers will respond to marketing strategies e) the marketing concept stresses that a firm should know its customers

b) all customers are the same when it comes to buying behavior

Problem recognition occurs when a consumer a) searches for information to resolve a problem. b) becomes aware that there is a difference between a desired state and an actual condition. c) recognizes a need. d) evaluates her or his purchase. e) is exposed to a television advertisement.

b) becomes aware that there is a difference between a desired state and an actual condition.

Routinized response behavior is what a consumer does when a) purchasing an unfamiliar product. b) buying frequently purchased, low-cost items that need little effort. c) an information search is extensive and may involve consulting with friends and family. d) buying products that require a moderate amount of time for information gathering and deliberation. e) he or she enters the problem recognition stage of the consumer buying decision process.

b) buying frequently purchased, low-cost items that need little effort.

A salesperson at Best Buy tells Patrick Dunnavan that the Sony Notebook is one of the most reliable computer notebooks ever made. Patrick, however, has just heard about a second Sony recall for this model because of overheating. His most likely response will be to a) buy the Sony. b) forget the information from the salesperson. c) ignore the recall as a fluke. d) focus on positive aspects of the Sony. e) cease shopping for a computer notebook at this time.

b) forget the information from the salesperson.

Extended problem solving is the type of consumer problem-solving process that a) involves no conscious planning but rather a powerful and persistent urge to buy something. b) is the most complex problem-solving behavior, which comes into play when a purchase involves unfamiliar, expensive, or infrequently bought products. c) requires a moderate amount of time for information gathering and search. d) is the creation and maintenance of a collection of products that satisfy a person's needs and wants. e) requires very little search-and-decision effort and is practiced when buying lowcost and frequently purchased products.

b) is the most complex problem-solving behavior, which comes into play when a purchase involves unfamiliar, expensive, or infrequently bought products.

In contrast to extended problem solving, routinized response behavior requires a) careful deliberation before making a choice. b) less information about products. c) more time. d) considerable thought. e) more money.

b) less information about products.

The five major stages of the consumer buying decision process, in order, are a) information search, establishment of product criteria, evaluation of alternatives, purchase, and postpurchase evaluation b) problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation. c) problem recognition, information search, evaluation of alternatives, postpurchase evaluation and purchase. d) information search, evaluation of alternatives, purchase, trial adoption period, and postpurchase evaluation. e) problem recognition, purchase, evaluation of alternatives, postpurchase evaluation, and rebuy.

b) problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation.

core service

basic service experience or commodity that a customer expects to receive.

fairness is particulary important for "_ _ " services

black box

what top ten service compaint is ( Red Alert, Lights on no one Home, Misplaced priorities, True lies, Broken Promises, Dont ask, Suffering in silence, I just work here, The big wait, Automatic pilot) a Careless, mistake-prone service. Service providers who do not show up as promised.

broken promise

96. When are marketers least likely to change a product's design, style, or other attributes? a) Introduction b) Maturity c) Decline d) Growth e) Removal

c

A ___________ brand type is considered the least protectable under existing trademark regulations. a) descriptive b) fanciful c) generic d) symbolic e) suggestive

c

A customer must have a particular brand and will accept no substitutes. This is termed brand a. preference. b. loyalty. c. insistence. d. recognition. e. requirement.

c

A customer must have a particular brand and will accept no substitutes. This is termed brand a) preference. b) loyalty. c) insistence. d) recognition. e) requirement.

c

A customer who really wants to buy a certain brand but will settle for others if her first choice is unavailable displays brand a. recognition. b. acceptance. c. preference. d. insistence. e. acknowledgement.

c

A customer who really wants to buy a certain brand but will settle for others if her first choice is unavailable displays brand a) recognition. b) acceptance. c) preference. d) insistence. e) acknowledgement.

c

A distributor of plumbing supplies purchases a desktop computer to aid in inventory control. This computer is an example of which type of business product? a) Raw material b) Installations c) Accessory equipment d) Component part e) Process material

c

A major advantage of using individual branding is that a. the promotion of one of the company's brands will also promote the company's other brands. b. this branding policy will prevent the overextension of a brand name to products that are completely unrelated to the original. c. a poor quality product will not contaminate all of the company's other products with negative images. d. a specific brand name for each product will help the company grow during times of economic recession. e. the quality of one of the company's products will help increase the perceived quality image of the company's other related products.

c

A product line is defined as a) products that can be designated as a unique offering among the organization's products. b) products that an organization makes available to consumers. c) a group of closely related products that are considered a unit because of marketing, technical, or end-use considerations. d) a specific group of products that are offered to the market. e) products that are sold by the same firm or a division of a firm.

c

A product that is simply labeled with the product category is considered a a. private brand. b. no-name product. c. generic brand. d. poor quality item. e. lean manufacturer brand.

c

A product that is simply labeled with the product category is considered a a) private brand. b) no-name product. c) generic brand. d) poor quality item. e) lean manufacturer brand.

c

A service is usually offered as part of a bundled package of services with a core service and one or more ________ services. a) basic b) tangible c) supplementary d) auxiliary e) other core

c

A sign in a doctor's office waiting room says "Please be courteous of the others waiting with you." The doctor's office is trying to positively influence the _______ aspect of services. a) tangibility b) perishability c) inseparability d) customer contact e) heterogeneity

c

A specialty product a) requires minimal effort to purchase. b) is purchased frequently. c) requires purchase planning, and the buyer will not accept substitutes. d) is generally less expensive than other items in the same product class. e) prompts the purchaser to make comparisons among alternatives.

c

A(n) _____ is a concept, philosophy, or image. a) product b) good c) idea d) service e) issue

c

An agreement in which one company allows another to use its brand on other products for a fee is called a. co-branding. b. brand extension. c. brand licensing. d. trademark licensing. e. cooperative branding.

c

An agreement in which one company allows another to use its brand on other products for a fee is called a) co-branding. b) brand extension. c) brand licensing. d) trademark licensing. e) cooperative branding.

c

Betty Crocker Brownie mix that contains real Hershey's syrup is an example of a. brand extension. b. brand licensing. c. co-branding. d. individual branding. e. line family branding.

c

Betty Crocker Brownie mix that contains real Hershey's syrup is an example of a) brand extension. b) brand licensing. c) co-branding. d) individual branding. e) line family branding.

c

Brand licensing agreements can fail for many reasons but usually not because of a) poor timing in the marketplace. b) a lack of manufacturing control of the licensed product. c) a strong match between the product and the licensed brand. d) using the wrong types of distribution channels to market the product. e) licensing the brand to too many unrelated products.

c

Brunswick's bowling balls, bowling bags, and shoes are individual product ___________ for this sporting goods manufacturer. a) menus b) mixes c) lines d) life cycles e) ensembles

c

Business products that are purchased routinely, do not become part of finished goods, and are expense items rather than capital goods are called a) raw materials. b) installations. c) accessory equipment. d) component parts. e) process materials.

c

By installing ATMs, banks have increased production capacity and reduced the number of personnel. This results in a decrease in a) perishability. b) intangibility. c) customer contact. d) inseparability. e) customer service.

c

Customers will more easily recognize a new product as belonging to a particular product category if the marketers use a. family branding. b. innovative packaging. c. category-consistent packaging. d. category labeling. e. product category packaging.

c

David Wilson is an avid collector of Major League Baseball memorabilia. He greatly desires to own the "special" bat that got the slugger Sammy Sosa a seven-game suspension due to its illegal contents. This is an example of a(n) ______ product. a) shopping b) unique c) specialty d) historical e) unsought

c

Depending on the length of time it takes them to adopt a new product, people can be divided into five major adopter categories: early adopters, early majority, late majority, laggards, and a) late adopters. b) nonadopters. c) innovators. d) middle adopters. e) middle majority.

c

During the introduction stage of a successful product, profits are usually a) at their highest point. b) negative and decreasing. c) negative and increasing. d) positive and increasing. e) declining.

c

Facilities, factories, and production lines with very large equipment are all classified as a) accessory equipment. b) permanents. c) installations. d) component parts. e) MRO facilities.

c

In general, differences between goods and services are determined by the a) degree of labor intensiveness. b) type of target market. c) degree of tangibility. d) type of provider. e) degree of consumer contact.

c

In marketing, family packaging means a. packaging products in a quantity suitable for use for an average-sized family. b. putting a set of related products all in the same package. c. making all of a company's or product line's packaging look similar. d. putting the same brand name on all a company's products. e. designing and selling only products that are related.

c

In most service industries, customer-contact employees are a) valued as the most important employees in the organization. b) the best trained employees in the organization. c) the lowest-paid and least-trained employees. d) managers and other supervisory level employees. e) moderately paid personnel confined to strict dress codes.

c

In service marketing, the most important link to the customer is a) effective advertising. b) good word-of-mouth communication. c) well-trained contact employees. d) the tangible aspects of the service. e) exceptional service quality.

c

Just Relax Massage Therapists have a large customer base although they do very little advertising. Their promotion strategy relies mostly on a) news stories. b) a webpage. c) word of mouth. d) newspaper ads. e) television ads.

c

Kathy Adkins, owner of Adkins Styling Salon, looks at the day's appointment schedule and notices that it is completely full. She wishes some of the empty slots from earlier in the week were available on this Saturday afternoon. Her thoughts deal with the ___________ characteristic of services. a) credence b) heterogeneity c) perishability d) search e) inseparability

c

Kleenex Boutique is a brand ___________ of tissues made by the Kimberly-Clark Corporation. a) mark b) identification c) name d) guarantee e) type

c

Lysol Basin, Tub, and Tile Cleaner and Lysol Disinfectant Spray exemplify a. private branding. b. product brand marks. c. family branding. d. individual branding. e. wholesaler branding.

c

Lysol Basin, Tub, and Tile Cleaner and Lysol Disinfectant Spray exemplify a) private branding. b) product brand marks. c) family branding. d) individual branding. e) wholesaler branding.

c

Many cellular phone plans contain a certain number of anytime minutes and then either significantly more or even unlimited night and weekend minutes. This is an example of a) time-based pricing. b) off-peak demand. c) demand-based pricing. d) time dependence pricing. e) bundled costing.

c

Marketers of services must deal with the challenges of balancing supply and demand and planning for peak and off-peak times. What characteristic of services creates these challenges? a) Inseparability b) Customer contact c) Perishability d) Heterogeneity e) Intangibility

c

Multiple packaging is a. likely to decrease serving size. b. the same as family packaging. c. likely to increase demand. d. the most effective type of packaging for decreasing demand. e. the most expensive type of packaging.

c

Offering pet owners who recommend Prize Pet Grooming to a friend $10 off their next grooming bill is a program designed primarily to a) increase perceptions of service quality. b) elevate expectations. c) encourage word-of-mouth communication. d) standardize the service offering. e) increase advertising effectiveness.

c

Personal trainers cannot complete their work without their clients present because of the _______ feature of services. a) perishability b) intangibility c) inseparability d) heterogeneity e) tangibility

c

Private distributor brands are owned by retailers and do not identify the manufacturer of the product. Which of the following is an example of a private distributor brand? a) Green Giant corn b) IBM computers c) Sears Kenmore washers d) Little Debbie snack cakes e) Nike Air Jordan basketball shoes

c

Procter & Gamble makes at least eight different laundry detergents. This is most relevant to the issue of a) width of product mix. b) product mix consistency. c) depth of product mix. d) a market mix. e) a promotion mix.

c

R. J. Reynolds markets several brands of cigarettes, including Vantage, Camel, Winston, and Salem. This is an example of which type of branding policy? a) Generic b) Individual c) Family d) Line family e) Brand extension

c

Sara Lee Corporation manufactures desserts, breads, pantyhose, meats, and a variety of other products. These products make up Sara Lee's product a) line. b) item. c) mix. d) width. e) depth.

c

Services are usually provided through the application of _______ directed at people or objects. a) tangible and intangible products b) physical labor c) human or mechanical efforts d) ideas and other intangible efforts e) knowledge and technology

c

The Carsons are going on a vacation back to Texas. When they lived there, Gwen Carson loved Blue Bell Cookies. Blue Bell is sold only in Texas. She plans to buy two boxes at the first store she visits after they arrive. For Gwen, Blue Bell represents a(n) ___________ product. a) convenience b) shopping c) specialty d) unsought e) durable

c

The brand name Hamburger Helper would most likely be considered a. arbitrary. b. generic. c. suggestive. d. descriptive. e. fanciful.

c

The brand name Hamburger Helper would most likely be considered a) arbitrary. b) generic. c) suggestive. d) descriptive. e) fanciful.

c

The depth of a product mix is measured by the average number of a) convenience products as compared with the number of specialty products. b) different product lines offered by the company. c) different products offered in each product line. d) specialty products as compared with the number of convenience products. e) product features that the company offers.

c

The intangibility aspect of a service means that a) there is a lack of perceived quality compared to a tangible good. b) unused capacity cannot be stockpiled or inventoried for later use. c) consumers may have a problem evaluating service offerings. d) services are not produced at the same time they are consumed. e) services are not labor-intensive.

c

The level of interaction necessary between a customer and service provider in order to complete a service is called a) tangibility. b) client-based relationships. c) customer contact. d) consumer interaction. e) heterogeneity.

c

The part of a brand that can be spoken including letters, numbers, and words is the a. brand. b. brand mark. c. brand name. d. trade name. e. trademark.

c

The part of a brand that can be spoken including letters, numbers, and words is the a) brand. b) brand mark. c) brand name. d) trade name. e) trademark.

c

The series of thick and thin lines that electronically identify many products is called a(n) a. stock keeping unit. b. brand name identifier. c. universal product code. d. price bar. e. inventory control symbol.

c

The three levels of brand loyalty from strongest to weakest are a. preference, insistence, recognition. b. insistence, recognition, preference. c. insistence, preference, recognition. d. recognition, preference, insistence. e. insistence, preference, indifference.

c

The three levels of brand loyalty from strongest to weakest are a) preference, insistence, recognition. b) insistence, recognition, preference. c) insistence, preference, recognition. d) recognition, preference, insistence. e) insistence, preference, indifference.

c

The well-known brand AT&T (American Telephone and Telegraph) would most likely be classified as a. fanciful. b. generic. c. descriptive. d. suggestive. e. arbitrary.

c

The well-known brand AT&T (American Telephone and Telegraph) would most likely be classified as a) fanciful. b) generic. c) descriptive. d) suggestive. e) arbitrary.

c

To use co-branding effectively, which one of the following is probably least important? a) The brands involved should represent a complementary fit in a customer's mind. b) The brands that are teamed together should not lose their individual identities. c) The brands involved should be owned by two or more organizations. d) To avoid confusion on the part of customers, co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. e) The co-branded product should be able to benefit from the distribution system of both brands involved.

c

What are a marketing manager's two options during the decline stage? a) Reintroduce the product to new markets or stop sales immediately b) Speed up the product's decline or increase advertising c) Attempt to postpone the decline or accept its inevitability d) Divesting the brand or reinvesting in the brand e) Accept the decline or phase the product out

c

When ___________ branding is used, each of a firm's products is branded with at least part of the same name. a. individual b. trademark c. family d. selective e. brand-extension

c

When ___________ branding is used, each of a firm's products is branded with at least part of the same name. a) individual b) trademark c) family d) selective e) brand-extension

c

When a sudden problem confronts a consumer, such as emergency automobile repair, he or she is likely going to view solutions to that problem as a) specialty products. b) installations. c) unsought products. d) shopping products.

c

When an individual considers whether a product will meet certain criteria that are critical for meeting his or her needs, in what stage of the product adoption process is this individual? a) Interest b) Awareness c) Evaluation d) Trial e) Adoption

c

When service companies change high-contact services into low-contact services, the a) service becomes more expensive to deliver. b) quality of the service declines. c) service becomes less personalized. d) time required to deliver the service increases. e) service becomes less standardized.

c

Which of the following is not a service product? a) Maroon 5 concert b) Flight on Southwest Airlines c) A 100 percent service satisfaction guarantee d) Overnight stay at Holiday Inn e) Dry cleaning of a suit

c

Which of the following issues is least important in using co-branding effectively? a. The brands involved should represent a complementary fit in a customer's mind. b. The brands that are teamed together should not lose their individual identities. c. The brands involved should be owned by different companies. d. Co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. e. Co-branding should take advantage of the distribution capabilities of the brands involved.

c

Which of the following issues is least important in using co-branding effectively? a) The brands involved should represent a complementary fit in a customer's mind. b) The brands that are teamed together should not lose their individual identities. c) The brands involved should be owned by different companies. d) Co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. e) Co-branding should take advantage of the distribution capabilities of the brands involved.

c

Which of the following service providers would typically call their customers "clients"? a) High school teachers b) Waiters c) Lawyers d) Dry cleaners e) Nurses

c

Which stage in the product life cycle is critical to a product's survival because competitive reactions to the product's success during this period will affect the product's life expectancy? a) Decline b) Expansion c) Growth d) Introduction e) Stabilization

c

After doing considerable shopping, Eric has just decided what brand and type of athletic shoes to buy and where he's going to buy them. In what stage of the consumer buying decision process is Eric? Problem recognition Information search Evaluation of alternatives Purchase Postpurchase evaluation

Purchase

Be prepared to do the job right the first time, be prepared to do it VERY right the second

Recovery

Which of the following consumer problem-solving processes will probably be used in purchasing toothpaste? Extended problem solving Routinized response behavior Intensive problem solving Limited problem solving Perceptual scanning

Routinized response behavior

The U.S. Army recruits soldiers based on the slogan, "An army of one," implying that people can reach their full personal potential in the U.S. Army. This is an appeal to what need according to Maslow's hierarchy of needs? Safety Esteem Self-actualization Physiological Social

Self-actualization

Intangibility

Service marketers make promises to customers, suggesting that the customer place some degree of trust in the service provider. In this way, service marketers are trying to address the challenge of the service characteristic of

The application of human or mechanical efforts

Services are usually provided through _______ directed at people or objects

___________ are situational influences that include the characteristics and interactions of others who are present when a purchase decision is being made, such as friends, relatives, and salespeople. Physical surroundings Social surroundings Purchase reasons Buyer's momentary mood and condition Pressures created by time factors

Social surroundings

peak demand

Some services are very time-sensitive in that a significant number of customers desire the service at a particular time. This is the _________

Which of the following statements regarding social class is true? a) A social class is a closed aggregate of people with similar social ranking. b) The criteria used to group people into social classes do not vary from one culture to another. c) A social class is an open aggregate of people with similar social ranking. d) A social class is a ranking of people by other members of society into positions of social respect. e) A social class is an open aggregate of people with different social rankings

c) A social class is an open aggregate of people with similar social ranking.

A major advantage of using individual branding is that a) the promotion of one of the company's brands will also promote the company's other brands. b) this branding policy will prevent the overextension of a brand name to products that are completely unrelated to the original. c) a poor quality product will not contaminate all of the company's other products with negative images. d) a specific brand name for each product will help the company grow during times of economic recession. e) the quality of one of the company's products will help increase the perceived quality image of the company's other related products.

c) a poor quality product will not contaminate all of the company's other products with negative images.

A culture can be divided into subcultures according to a) personality characteristics of individuals in that culture. b) motives that members of that cultural group have for their behavior. c) geographic regions or human characteristics, such as age or ethnic background. d) income levels. e) information to which consumers allow themselves to be exposed.

c) geographic regions or human characteristics, such as age or ethnic background.

Market researchers for a local bakery determined that Jewish people consume 63 percent of the portion of bagels sold in New York City. This is an example of ___________ influence on consumer buying decision processes. a) demographic b) situational c) subcultural d) role e) social class

c) subcultural

When shopping for detergent, Josh looks at Tide, Fresh Start, Surf, and All and chooses the one that is on sale. These four brands make up his _________ set. alternate purchase consideration problem imposed

consideration

In shopping for a new laptop computer for her master degree program, the alternatives Jocelyn is considering include Dell, Toshiba, Sony, and Hewlett-Packard. These four brands make up Jocelyn's dissonance group. evaluative group. framing set. external search results. consideration set.

consideration set.

Purchasers who intend to use or benefit from the purchased product and do not buy products to make profits are part of the consumer market. end-use consumption group. business market. household purchasing group. organizational market.

consumer market

Children often achieve ______ by observing parents and older siblings in purchase situations and then through their own purchase experiences. consumer socialization personality role identification social class attitude formation

consumer socialization

Shaun is going shopping with his dad to buy his first baseball glove for Little League. He listens to his dad talk to the salesperson at the sporting goods store, watches him examine the stitching in the glove and then rub his finger over the leather palm. Shaun's observations are part of his consumer development. attitude development. purchasing evaluation. consumer socialization. consumer attitude.

consumer socialization.

fairness is defined by the

customer

what are the three outcomes of dissatisfaction?

customer complains and is statisfied with recovery, complains and is not satisfied, does not complain and remains unsatisfied.

service quality

customers' perception of how well a service meets or exceeds their expectations; may be the only way that customers can choose one service over another.

A package of aluminum foil at Kroger grocery store has no brand name on the package. This product is an example of a _________ brand. a) manufacturer's b) private distributor's c) no-name d) generic e) no-frills

d

A package that can be used again for a different purpose than its original function is called a a. reusable container. b. innovative package. c. second-round package. d. secondary-use package. e. dual purpose package.

d

A product item is best described as a a) component of a marketing mix. b) particular brand. c) specific characteristic of a product. d) specific version of a product. e) unit of measure for the product.

d

According to your text, one perspective from which to view services is as a ______ targeted at a(n) ________. a) sporting event; spectators b) concert; audience c) play; actors d) performance; audience e) presentation; spectators

d

All packaging must at a minimum a. protect and preserve the contents in the package. b. clearly communicate the contents and the product's benefits. c. be tamper-proof and safe for children. d. comply with the FDA's packaging regulations. e. be made out of the most cost-effective materials available.

d

An individual knows that a product exists, but has little information regarding the product and does not seek additional information. In what stage of the product adoption process is that person? a) Trial b) Adoption c) Interest d) Awareness e) Evaluation

d

Another common name for a private distributor brand is a ______ brand. a. home b. manufacturer c. generic d. store e. label

d

Another common name for a private distributor brand is a ______ brand. a) home b) manufacturer c) generic d) store e) label

d

Any human or mechanical effort that adds value to a product is called a) a service. b) an intangible. c) overhead. d) customer service. e) service marketing.

d

Brittany recently moved to a new city and is trying to find a new mechanic to do maintenance and repair on her car. She visits several places to judge their overall appearance, cleanliness, and organization and finally chooses a mechanic. Brittany was trying to overcome the ______ aspect of services. a) heterogeneity b) perishability c) customer contact d) intangibility e) inseparability

d

Business products are a) purchased for personal consumption. b) chosen on the basis of preferences expressed by a business procurement department. c) purchased for both their functional aspects and their psychological rewards. d) classified according to their characteristics and intended uses. e) not purchased by nonbusiness organizations.

d

Client-based relationships are most likely to be developed by a) funeral directors. b) electricians. c) installers. d) doctors. e) brick layers

d

Compared to goods marketers, services providers are more likely to promote performance documentation, availability, guarantees, and a) distribution. b) tangible elements. c) management expectations. d) price. e) customer expectations.

d

Craftsman tools, sold and branded by Sears, is an example of a ___________ brand. a) manufacturer b) generic c) wholesaler d) private distributor e) regional

d

During the maturity stage a) product modifications are unnecessary. b) there is less emphasis on changing a product's price. c) marketing strategies are rarely altered. d) some competitors are forced out. e) limited advertising expenditures are required to maintain market share.

d

Elements that help create brand equity include all of the following except brand a. quality. b. associations. c. loyalty. d. recognition. e. awareness.

d

Elements that help create brand equity include all of the following except brand a) quality. b) associations. c) loyalty. d) recognition. e) awareness.

d

Ford Explorer vehicles that are Eddie Bauer versions exemplify a) brand licensing. b) brand extensions. c) dual-branding. d) co-branding. e) cooperative branding.

d

Heinz promoting its vinegar as an effective cleaner for wall, glass, and kitchen and bathroom surfaces would most likely be a strategy for the _____ stage of the product life cycle. a) introduction b) decline c) growth d) maturity e) competitive

d

In an attempt to attract customers, service marketers often promise great results and satisfaction to customers, but marketers should be careful not to a) deliver on these promises and risk financial losses and the success of the company. b) promise less than they can actually deliver and keep customers away. c) make the appearance of their facilities consistent with their promises to customers. d) promise too much and cause customer expectations beyond what they can deliver. e) make the quality of their services too tangible in the eyes of the customer.

d

Jason Robinson, a dentist, finds that he is not bringing in enough revenue to cover his expenses. He would like to schedule more patients, but he finds that in almost every time slot, he is seeing an existing patient. Jim's difficulty in expanding his practice involves the aspect of service called a) slotting. b) perishability. c) credence. d) inseparability. e) heterogeneity.

d

Lauren is a concert promoter who works for pop star Justin Timberlake. She works very hard to make sure most of Justin's concerts are sold out because she understands the concept of perishability, which means a) because the concert is not tangible, customers will have a difficult time judging its quality in advance. b) the production of the concert and the consumption of the concert by the fans cannot be separated so tickets must be sold. c) a high level of interaction will exist between the customers and the musicians, which makes the customers' presence necessary. d) that if the tickets are not sold, seats will remain empty and they can never be sold to anyone again. e) that each concert is different and customers will miss a unique experience if they are not present at the

d

Machinery such as ATMs and online customer services can reduce the ______ that comes from increased contact with human employees. a) intangibility b) perishability c) inseparability d) heterogeneity e) tangibility

d

McDonald's golden arches are a classic example of a a) brand. b) brand symbol. c) brand name. d) brand mark. e) trademark.

d

Megan Avakian, who works as a purchasing agent for Greyhound Transport, buys carpeting for use in an office area at Greyhound. What determines whether this carpeting is a consumer or a business product? a) Price b) Selling organization c) Terms of the sale d) Buyer's intended use of the product e) Benefits the product provides

d

Melissa needs some spaghetti sauce and always buy Ragu. However, her local supermarket is out of Ragu and since Melissa wants to get home to cook dinner she settles for Prego. Melissa has brand _____ for Ragu and brand _____ for Prego. a) insistence; recognition b) insistence; preference c) loyalty; preference d) preference; recognition e) preference; loyalty

d

Of the different types of brands, the one that has experienced the most steady growth is a. manufacturer. b. producer. c. generic. d. private distributor. e. imitator.

d

Of the different types of brands, the one that has experienced the steadiest growth is a) manufacturer. b) producer. c) generic. d) private distributor. e) imitator.

d

Packaging that is designed to flow through the distribution channel easily is called ____ packaging. a. category-consistent b. multiple c. innovative d. handling-improved e. logistic

d

Recently Jose went to a neighborhood grocery store to pick up a few items. When he looked for Old Spice Ultra deodorant, it was unavailable. Although there were a number of deodorant brands available, he did not buy any deodorant. Jose's behavior indicates that he most likely has what level of brand loyalty toward Old Spice Ultra deodorant? a) Recognition b) Resistance c) Preference d) Insistence e) No brand loyalty

d

Regarding the factors that marketers consider when selecting a brand name, which one does the toilet bowl sanitizer 2000 Flushes best fulfill? a) Compatibility with other products in the line b) Flexibility to be used in various types of media c) Using fabricated names that cannot be duplicated d) Indicating the product's major benefits e) Keeping the brand name as short as possible

d

Service marketers make promises to customers, suggesting that the customer place some degree of trust in the service provider. In this way, service marketers are trying to address the challenge of the service characteristic of a) perishability. b) heterogeneity. c) inseparability. d) intangibility. e) customer contact. d

d

Services have six basic characteristics: intangibility, inseparability of production and consumption, perishability, client-based relationships, customer contact, and a) labor-intensiveness. b) orientation toward value. c) homogeneity. d) heterogeneity. e) specialization.

d

Symbols such as the Travellers' Financial Services umbrella are designed to help customers overcome the ________ of services. a) heterogeneity b) unpredictability c) inseparability d) intangibility e) perishability

d

The amount of annual losses companies suffer from counterfeit products is estimated to be a) $500-$800 million. b) $3-$5 billion. c) $30-$50 billion. d) $250-$350 billion. e) $600-$800 billion.

d

The development of a container and graphic design for a product is called a. licensing. b. labeling. c. preparing. d. packaging. e. distributing.

d

The fact the services cannot be inventoried and then sold at a later date is called a) intangibility. b) heterogeneity. c) inseparability. d) perishability. e) nonstorability.

d

The four major stages of a product life cycle include a) prosperity, recession, depression, and recovery. b) specialty, convenience, shopping, and unsought goods. c) decline, stabilization, exposure, and growth. d) introduction, growth, maturity, and decline. e) awareness, interest, trial, and adoption.

d

The growth of business services is largely attributed to a) increases in incomes and living standards. b) decreases in the consumption of products. c) increases in governmental expenditures. d) increases in the complexity and competitiveness of business environments. e) increases in population.

d

The intangible products that most organizations use in their operations are called a) component parts. b) MRO supplies. c) process ideas. d) business services. e) installations.

d

The owner of the Lords and Ladies hair salon has difficulty in standardizing and controlling the quality of service that the customers in his salon receive. This problem illustrates which of the following unique features of service? a) Intangibility b) Inseparability c) Perishability d) Heterogeneity e) Marketability

d

The two levels of expectations that consumers generally have about services are a) acceptable and unacceptable. b) desired and undesired. c) reliable and unreliable. d) acceptable and desired. e) tolerable and desired.

d

The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand a. loyalty. b. value. c. share. d. equity. e. association.

d

The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand a) loyalty. b) value. c) share. d) equity. e) association.

d

The width of a product mix is measured by the number of product a) dimensions in the product line. b) features in each brand. c) items in the product line. d) lines a company offers. e) specialties a company offers.

d

To promote overall company image, packages of Pillsbury cake and cookie mixes have similar designs and colors. This approach is known as a. family branding. b. brand managing. c. line consistency. d. family packaging. e. product grouping.

d

What degree of brand loyalty is the strongest and most desired by marketers? a. Preference b. Requirement c. Awareness d. Insistence e. Recognition

d

What degree of brand loyalty is the strongest and most desired by marketers? a) Preference b) Requirement c) Awareness d) Insistence e) Recognition

d

What measure of the product mix involves the number of product lines a company offers? a) Quality b) Consistency c) Depth d) Width e) Size

d

When Clorox introduced bleach in a no-drip bottle, the firm was taking action consistent with its product being in the ___________ stage of the product life cycle. a) introduction b) growth c) stabilization d) maturity e) decline

d

When Minute Maid mailed out free samples of its new instant drink mix, it was trying to move prospective customers into the ___________ stage of the product adoption process. a) awareness b) interest c) evaluation d) trial e) adoption

d

When Saturn offers to let qualified buyers test drive the new Saturn SKY roadster, the dealer is trying to stimulate which stage of the product adoption process? a) Awareness b) Interest c) Evaluation d) Trial e) Adoption

d

When a firm uses a policy of naming each product differently, this strategy is called ___________ branding. a. brand-extension b. family c. differentiated d. individual e. new-product

d

When a firm uses a policy of naming each product differently, this strategy is called ___________ branding. a) brand-extension b) family c) differentiated d) individual e) new-product

d

When a theater entices customers to see movies during the daytime by offering tickets at a reduced price, it is trying to solve the services marketing problem of a) inseparability. b) intangibility. c) customer contact. d) off-peak demand. e) heterogeneity.

d

Which of the following best defines the interest stage in the product adoption process? a) The buyer tries to find the product in a retail store. b) The buyer considers the benefits and determines whether to try the product. c) The buyer tries the product to determine its usefulness. d) The buyer seeks information and is receptive to learning about the product. e) The buyer uses objective sources to learn about the product.

d

Which of the following best illustrates how a firm can use a symbol to make an intangible product more tangible? a) McDonald's arches b) Mercedes Benz emblem c) Nike swoosh d) Traveler's Insurance umbrella e) Arrows on Wrigley gum packages

d

Which of the following is most likely to be considered a convenience good? a) A lamp b) A haircut c) Running shoes d) Gatorade e) Concert tickets purchased online

d

Which of the following is not a stage in the buyer's product adoption process? a) Awareness b) Adoption c) Trial d) Exploration e) Interest

d

Which of the following laws was enacted by Congress in 1988 to strengthen trademark protection? a. Brand Protection Act b. Lanham Act c. Trademark Infringement Act d. Trademark Law Revision Act e. U.S. Patent and Trademark Act

d

Which of the following laws was enacted by Congress in 1988 to strengthen trademark protection? a) Brand Protection Act b) Lanham Act c) Trademark Infringement Act d) Trademark Law Revision Act e) U.S. Patent and Trademark Act

d

Which of the following products is an example of a manufacturer brand? a) Sears Kenmore washing machines b) JC Penney jeans c) Kmart tires d) Pioneer stereos e) Safeway tomato sauce

d

Which of the following should be the least important concern for marketers when selecting a brand name? a) Choosing a name that is easy to say and recall b) Positively suggesting the product's major benefits c) Designing a name that can be used in all different types of media d) Developing an advertising campaign to introduce the name e) Checking to see if the name is already trademarked by another company

d

Which stage of the product life cycle is characterized by intense competition? a) Decline b) Plateau c) Introduction d) Maturity e) Stabilization

d

___________ occurs when two or more brands are placed on a single product. a. Brand extension b. Brand licensing c. Line family branding d. Co-branding e. Cohort branding

d

___________ occurs when two or more brands are placed on a single product. a) Brand extension b) Brand licensing c) Line family branding d) Co-branding e) Cohort branding

d

Within the information search step of the consumer buying decision process, what two primary aspects exist? a) Consideration sets and evoked sets b) Personal information and non-personal information c) Selective retention and selective distortion d) Internal search and external search e) Company-produced information and internal information

d) Internal search and external search

Which of the following buying situations is most consistent with routinized response behavior? a) Ian buying his first pair of basketball shoes b) Molly buying a new set of tires for her car c) Aaron buying a new fishing rod and reel d) Stephanie buying bottled water e) Bryan buying a new software program

d) Stephanie buying bottled water

An attitude scale measures the a) strength of a buyer's need for a product. b) buyer's level of information about a product. c) amount of experience the buyer has had with the product. d) intensity of a buyer's feelings toward a certain object. e) intensity of a buyer's desire for the product.

d) intensity of a buyer's feelings toward a certain object.

Consumers use information from many sources when making purchasing decisions, including information from friends and family members. One of the most dissatisfying consumer experiences is with auto repair. Aware of this, Karla has asked several of her friends and family members where they have their cars repaired, since she has been experiencing a problem with her car starting when the weather is cold. Karla has heard that Skola's Auto Repair has reasonable prices, but it can be difficult to get an appointment. However, one of her friends, Steve, had a very poor experience with Skola's. Once he complained to them, they fixed the situation and now he prefers their auto shop over others. The change in Steve's behavior toward Skola's Auto Repair, caused by the company's response to his complaint, is a function of a) perception. b) motivation. c) attitudes. d) learning. e) influence.

d) learning.

Maslow's hierarchy of needs refers to the five levels of needs that humans seek to satisfy, from most to least important. These needs, in order from most to least important are a) psychological, physiological, safety, social, and esteem. b) physiological, safety, esteem, social, and self-actualization. c) physiological, psychological, safety, social, and esteem. d) physiological, safety, social, and esteem, self-actualization. e) physiological, esteem, safety, self-actualization, and psychological.

d) physiological, safety, social, and esteem, self-actualization.

The five categories of situational influences are: a) product involvement level, physical surroundings, social surroundings, time perspective, and purchase reason. b) antecedent states, physical surroundings, social surroundings, time perspective, and space dimensions. c) social surroundings, physical surroundings, time pressures, purchase reason, and lifestyles. d) purchase reason, time perspective, social surroundings, physical surroundings, and buyer's momentary mood. e) store atmosphere, location, aromas, sounds, and lighting.

d) purchase reason, time perspective, social surroundings, physical surroundings, and buyer's momentary mood.

Perception is a three-step process that involves a) motivation, personality, and attitudes. b) classifying, recording, and eliminating information received through the senses. c) collecting, eliminating, and organizing information inputs. d) selecting, organizing, and interpreting information inputs. e) anticipating, classifying, and discarding information inputs.

d) selecting, organizing, and interpreting information inputs.

The three major categories of influences on the consumer buying decision process are: a) situational influences, demographic influences, and psychological influences. b) social influences, situational influences, and marketer-dominated influences. c) demographic influences, situational influences, and marketer-dominated influences. d) situational influences, social influences, and psychological influences. e) marketer-dominated influences, psychological influences, and person-specific influences.

d) situational influences, social influences, and psychological influences.

zone of tolerance

difference between the desired and acceptable level of expectations.

Great dervice ____ your business

differentiates

If a consumer receives information that is inconsistent with her or his beliefs, the consumer may alter this information. This perceptual process is known as selective exposure. distortion. retention. information. organization.

distortion.

A light bulb can be considered all of the following except a) a consumer product. b) a business product. c) either a consumer product or a business product. d) a business product if it is used to light an assembly line in a factory. e) a consumer product if it is used to light the office of the board of directors.

e

All of the following are elements of the inseparability characteristic of services except that a) consumers are involved in production. b) centralized mass production is difficult. c) consumption and production are simultaneous. d) many services cannot be performed without the customer being present. e) services are easy to standardize and control.

e

As Beth and Rob Barker search for a new home, they are interested only in houses built by a particular builder. This purchase is characteristic of a(n) ___________ product. a) convenience b) unsought c) disposable d) shopping e) specialty

e

As the production manager of an engineering firm, you went out and bought a metal cutting machine. What you have purchased can best be classified as a a) raw material. b) processed component. c) component part. d) service. e) business product.

e

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's _____ than an unfamiliar brand. a. inept set b. loyalty set c. preference group d. brand group e. consideration set

e

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's _____ than an unfamiliar brand. a) inept set b) loyalty set c) preference group d) brand group e) consideration set

e

Business products are classified into the following seven categories according to characteristics and intended uses: raw materials, installations, accessory equipment, component parts, process materials, business services, and a) production activities. b) service assistance. c) specialty industrial products. d) computer programming and operation services. e) MRO supplies.

e

Cadillac recognized it needed to revitalize its brand and attract different market segments. These are indications that Cadillac's products were primarily in the ______ stage of the product life cycle. a) maturity b) growth c) introduction d) market testing e) decline

e

Choosing appropriate colors for packaging best serves to enhance the _____ function of packaging. a. convenience b. safety c. cost effectiveness d. protection e. promotional

e

Compared to creating and developing a brand from scratch, a firm sometimes buys a brand from another company at a premium price because outright purchase is a) more challenging strategically. b) less time consuming. c) less risky. d) less expensive. e) less expensive and less risky.

e

Dish Network satellite TV cut back advertising expenditures to minimum levels and reduced the number of channel members for its industrial satellite product. These actions indicate that its product is in the ___________ stage of its life cycle. a) introduction b) growth c) maturity d) early e) decline

e

Frito-Lay, which is widely known for producing chips and other snack products, tried to introduce Frito-Lay lemonade. The reason this new product failed is likely because of a) poor timing. b) the failure to match product offerings to customer needs. c) technical problems. d) overestimation of market size. e) ineffective branding.

e

H&R Block, a major tax preparation firm, reported having a problem with its employees being inconsistent in the filing of returns. The firm is experiencing a problem with which of the following characteristics of the service offering? a) Tangibility b) Intangibility c) Perishability d) Inseparability e) Heterogeneity

e

In a brand licensing arrangement, the licensee is responsible for a. providing the brand name to another organization for use in promoting products. b. collecting the royalties from sales of the licensed products. c. half of the financial losses in the event that the licensed brand is a failure. d. the production, but not the marketing of the licensed product. e. the manufacturing, marketing, and financing of the licensed product.

e

In a brand licensing arrangement, the licensee is responsible for a) providing the brand name to another organization for use in promoting products. b) collecting the royalties from sales of the licensed products. c) half of the financial losses in the event that the licensed brand is a failure. d) the production, but not the marketing of the licensed product. e) the manufacturing, marketing, and financing of the licensed product.

e

Individual-sized boxes and packages that do not require refrigeration are both benefits of the ____ function of packaging. a. protection b. reusability c. cost effectiveness d. safety e. convenience

e

Many brand names have become so common that they are now generic terms for a particular product category. Which of the following is the best example of this? a) Aunt Jemima Pancake mix b) Dell computers c) Puffs d) Crispix e) Jell-O

e

Many manufacturers that produce their own brand a) also produce generic versions of their products. b) sell only to outlets bearing their brand name. c) receive most of their profits from service work. d) use low prices to build their perceived brand quality. e) also produce products for private distributor brands.

e

Many services base their success on building a group of satisfied customers who use their services on a regular basis over long periods of time. This critical component of success is referred to as a) partnerships. b) repeated customer contact. c) inseparable clientele. d) long-term customers. e) client-based relationships.

e

Minerals, chemicals, timber, and agricultural products are considered a) process materials. b) accessory materials. c) MRO supplies. d) component parts. e) raw materials.

e

Old Navy sells only Old Navy labeled clothing in its retail stores. The Old Navy brand is not sold in any other outlet. Old Navy is a _____ brand. a) generic b) reseller c) manufacturer d) distribution e) private distributor

e

Private distributor brands are owned by a. manufacturers only. b. manufacturers and retailers. c. wholesalers only. d. manufacturers and wholesalers. e. wholesalers or retailers.

e

Private distributor brands are owned by a) manufacturers only. b) manufacturers and retailers. c) wholesalers only. d) manufacturers and wholesalers. e) wholesalers or retailers.

e

Products used directly in the production of a final product but are not easily identifiable are categorized as a) accessory products. b) component parts. c) MRO supplies. d) assembly components. e) process materials.

e

Registration of a trademark with the U.S. Patent and Trademark Office protects trademarks domestically for ____ years with indefinite renewals. a. two b. thirty c. eighteen d. five e. ten

e

Registration of a trademark with the U.S. Patent and Trademark Office protects trademarks domestically for ____ years with indefinite renewals. a) two b) thirty c) eighteen d) five e) ten

e

Safe Auto Insurance advertises "minimum coverage for minimum budgets" for its automobile insurance. Which of the following best describes Safe Auto's approach? a) Customers often use price as an indicator of quality, and Safe wants to be seen as a low-quality provider. b) This type of advertising makes insurance more tangible to the customer. c) Safe wants to reassure customers that they provide the highest level of service quality available. d) Because market conditions limit prices on auto insurance, Safe uses this approach to gain customers. e) For some services, customers look for the low-cost provider, which is what Safe claims to be.

e

Sales start at zero and profits are negative during the ____ stage of the product life cycle. a) decline b) growth c) initial d) maturity e) introduction

e

Sales usually start to decline during the __________ stage of the product life cycle. a) beginning of the termination b) end of the growth c) beginning of the decline d) beginning of the growth e) end of the maturity

e

Service industries account for ____ of the gross domestic product of most developed nations. a) more than half b) a small portion c) approximately 25 percent d) nearly all e) nearly three-quarters

e

Shopping products have a _____ inventory turnover and need _____ distribution outlets than convenience goods. a) similar; more b) higher; fewer c) higher; more d) lower; more e) lower; fewer

e

The difference between absolute and relative product failure is a) absolute product failure can be fixed by repositioning or improving the product, whereas relative product failure is permanent. b) relative product failure loses money on its investment, whereas absolute product failure returns a small profit. c) relative product failure is the result of poor timing, whereas absolute product failure is the result of the lack of the ability to provide benefits that satisfy customers' desires. d) absolute product failure is caused by design problems, whereas relative product failure is caused by poor promotion or distribution. e) absolute product failure results in a loss on the investment and is deleted from the product mix, whereas relative product failure results in a small profit, and improvements or repositioning can create success later.

e

The full and legal name of an organization is called the a. trademark. b. legal title. c. organizational name. d. brand name. e. trade name.

e

The full and legal name of an organization is called the a) trademark. b) legal title. c) organizational name. d) brand name. e) trade name.

e

The main characteristic of a ___________ is that customers are satisfied to the point that they use a service repeatedly over a period of time. a) service relationship b) professional marketer c) high-contact service d) heterogeneous service e) client-based relationship

e

The marketing channels for services are usually a) complex and multifaceted. b) characterized by two to three intermediaries. c) dependent on the geographical location of the consumer. d) determined by the customer. e) direct from provider to customer.

e

The more __________ involved with delivering a service, the greater the degree of heterogeneity. a) mechanical efforts b) phone contact c) perishability d) tangibility e) human labor

e

The producers of Schick razor blades use a marketing strategy that includes large advertising expenditures and more price flexibility for the various types of blades offered. Based on this example, razor blades are in the ___________ stage of the product life cycle. a) decline b) evaluation c) growth d) introduction e) maturity

e

Through a series of court decisions, a hierarchy of brand protection based on brand type has been created. These brand types include all but which of the following? a. Arbitrary b. Descriptive c. Fanciful d. Generic e. Symbolic

e

Through a series of court decisions, a hierarchy of brand protection based on brand type has been created. These brand types include all but which of the following? a) Arbitrary b) Descriptive c) Fanciful d) Generic e) Symbolic

e

Twin-packs and six-packs are examples of a. family packaging. b. group packaging. c. package bundling. d. family branding. e. multiple packaging.

e

Weyerhaeuser is evaluating its complete product mix. It wishes to decrease some of its marketing expenditures and streamline its product offerings. Weyerhaeuser will most likely look at products in the _____ stage of the product life cycle as possibilities for elimination. a) not yet developed b) growth c) introduction d) maturity e) decline

e

What are the three primary ways that marketers deliver services? a) Over the phone, online, or in-person b) Continuously, periodically, or on demand c) At the customer's home, in-person, or by telecommunications d) Through service centers, delivery vehicles, or the mail e) Service facilities, customer's home, or from a distance

e

What is the most protectable brand type as determined by a series of court decisions? a. Generic b. Suggestive c. Descriptive d. Arbitrary e. Fanciful

e

What is the most protectable brand type as determined by a series of court decisions? a) Generic b) Suggestive c) Descriptive d) Arbitrary e) Fanciful

e

When a customer is aware that a brand exists and considers it a possibility if his preferred brand is out, he exhibits brand a. loyalty. b. insistence. c. preference. d. acknowledgement. e. recognition.

e

When a customer is aware that a brand exists and considers it a possibility if his preferred brand is out, he exhibits brand a) loyalty. b) insistence. c) preference. d) acknowledgement. e) recognition.

e

When a product tries to capitalize on the brand equity of two separate brands, marketers are using a. licensing. b. dual-branding. c. partnerships. d. brand extension. e. co-branding.

e

When banks add new services during the maturity stage, the objective they are most likely trying to achieve is a) pruning items from the product line. b) generating cash flow. c) maintaining their market share. d) filling geographic gaps. e) increasing their share of the customer.

e

Which of the following factors have contributed the least to the growth of services in the U.S. economy? a) Increased interest in travel and entertainment b) Increased number of women in the workforce c) Increased proportion of older people in the United States d) Increased interest of Americans in fitness and recreation e) Increased number of high-tech goods

e

Which of the following is not a business product? a) Oil to be refined into fuel b) Chips to be integrated into components for personal computers c) Paper, pens, and tape to be used in an office d) Marketing consulting services to aid a company in marketing a new product e) Calculators bought to help individuals complete their personal federal income tax forms

e

Which of the following is the best example of a high-contact service? a) Appliance repair b) Newspaper delivery c) Dog training d) Interior decorating e) Plastic surgery

e

Which of the following products associated with weddings is most likely to be considered a service? a) Wedding cake b) Floral arrangements c) Bridal gown d) Reception hall e) String quartet music

e

Which of the following service providers are most likely to use demand-based pricing? a) Dentists b) Lawyers c) Doctors d) Hair stylists e) Cruise ships

e

hen a product tries to capitalize on the brand equity of two separate brands, marketers are using a) licensing. b) dual-branding. c) partnerships. d) brand extension. e) co-branding.

e

Which of the following statements about the consumer buying decision process is true? a) Consumers progress through the five stages of this process for all limited problem-solving decisions. b) Although all of the steps in the process are used in all decision processes, the order tends to depend on the customer's level of involvement. c) The key element of the process that exists in all consumer buying decision processes is the purchase of the product. d) Once the purchase of a product has been made, the consumer buying decision process is complete. e) Consumers making limited problem-solving decisions may not go through all five steps of the process.

e) Consumers making limited problem-solving decisions may not go through all five steps of the process.

Which of the following statements about how a consumer organizes inputs that reach awareness is most accurate? a) Inputs are organized by individuals to produce meaning, and this organizational process is usually a slow one. b) Organization of information inputs is not always needed to produce meaning. c) Inputs that reach awareness are organized and interpreted in much the same way by all consumers. d) Because a person interprets information in terms of what is familiar, only one interpretation of organized inputs is possible. e) Inputs that reach awareness are organized to produce meaning, and this meaning is interpreted in light of what is familiar to the individual.

e) Inputs that reach awareness are organized to produce meaning, and this meaning is interpreted in light of what is familiar to the individual.

Consumers use information from many sources when making purchasing decisions, including information from friends and family members. One of the most dissatisfying consumer experiences is with auto repair. Aware of this, Karla has asked several of her friends and family members where they have their cars repaired, since she has been experiencing a problem with her car starting when the weather is cold. Karla has heard that Skola's Auto Repair has reasonable prices, but it can be difficult to get an appointment. However, one of her friends, Steve, had a very poor experience with Skola's. Once he complained to them, they fixed the situation and now he prefers their auto shop over others. Positive feelings generated by satisfaction with Skola's response will become part of Steve's a) personality. b) motives. c) social class. d) role. e) attitude.

e) attitude.

After purchasing a product, postpurchase evaluation may result in cognitive dissonance. Cognitive dissonance is a) the congruence between external and internal searches for product information. b) a function of the manner in which the manufacturer of the product describes its attributes. c) satisfaction with the purchase. d) the establishment of criteria for comparing products. e) doubts that occur because the buyer questions whether the decision to purchase the product was right

e) doubts that occur because the buyer questions whether the decision to purchase the product was right

An opinion leader is likely to be most effective under all of the following conditions except when the a) follower has high product involvement. b) follower has low product knowledge. c) follower has values and attitudes similar to the opinion leader. d) product details are numerous and complicated. e) follower has attitudes and values that are different from those of the opinion leader.

e) follower has attitudes and values that are different from those of the opinion leader.

According to Maslow's hierarchy of needs, a) individuals simultaneously try to satisfy all five levels of needs. b) self-actualization needs are the most important needs to be met for most individuals. c) individuals first address needs at the top of the pyramid and then move down to the lower level needs. d) levels of needs are different for everyone, and we all try to satisfy them in a different order. e) individuals first satisfy the most basic needs and then try to fulfill needs at the next level up.

e) individuals first satisfy the most basic needs and then try to fulfill needs at the next level up.

Consumers use information from many sources when making purchasing decisions, including information from friends and family members. One of the most dissatisfying consumer experiences is with auto repair. Aware of this, Karla has asked several of her friends and family members where they have their cars repaired, since she has been experiencing a problem with her car starting when the weather is cold. Karla has heard that Skola's Auto Repair has reasonable prices, but it can be difficult to get an appointment. However, one of her friends, Steve, had a very poor experience with Skola's. Once he complained to them, they fixed the situation and now he prefers their auto shop over others. The type of problem solving that consumers use to select an auto repair shop would normally be a) intensive problem solving. b) extended problem solving. c) routinized response behavior. d) selective problem solving. e) limited problem solving.

e) limited problem solving.

An attitude is a) an internal trait that makes a person unique. b) a set of actions that a person in a particular position is supposed to perform. c) a competence in performing activities. d) a person's behavior caused by information and experience. e) one's evaluation, feelings, and behavioral tendencies toward an object or idea.

e) one's evaluation, feelings, and behavioral tendencies toward an object or idea.

Both the Toyota Sienna and the Nissan Quest were very popular choices for family vans. Toyota noticed that the majority of its customers were families with 3 or more children, and so they developed commercials that featured larger families. They also produced commercials that featured Hispanic-looking actors and for some markets, in Spanish. Alicia Desario and her husband were currently shopping for a van for their family. As Alicia listened to an advertisement on the television about the Nissan Quest, she noticed that the Nissan cost about $27,000 and had gas mileage of about 17 mpg. She recalled an earlier ad for the Toyota Sienna, that also cost about $27,000, but had gas mileage of about 21 mpg. She also liked the way the family was portrayed in the Toyota ad, showing the children in the back seats having plenty of room, watching the DVD players, and having their own sound controls. When she spoke to Carlos, her husband, about how much she liked the Toyota van, he replied that it had too low of gas mileage at only 16 mpg. Since Alicia didn't agree with that number, he produced a magazine ad that supported his claim of the 16 mpg for the Toyota. Alicia couldn't believe that she had made such an error in hearing what the gas mileage was for the Toyota and the Nissan. The fact that Alicia had remembered the gas mileage of the Toyota Sienna incorrectly is most likely an example of a) selective expression. b) selective retention. c) perceptual extension. d) perceptual bias. e) selective distortion.

e) selective distortion.

Consumers use information from many sources when making purchasing decisions, including information from friends and family members. One of the most dissatisfying consumer experiences is with auto repair. Aware of this, Karla has asked several of her friends and family members where they have their cars repaired, since she has been experiencing a problem with her car starting when the weather is cold. Karla has heard that Skola's Auto Repair has reasonable prices, but it can be difficult to get an appointment. However, one of her friends, Steve, had a very poor experience with Skola's. Once he complained to them, they fixed the situation and now he prefers their auto shop over others. A dissatisfied Skola's Auto Repair customer told a friend about his experience. The friend has been a long-time Skola's customer and the next day, didn't remember what her friend told her. This is an example of a) perceptive perception. b) selective exposure. c) selective distortion. d) receptive exposure. e) selective retention.

e) selective retention.

Chloe and Max are searching for a health club to join. This purchase will likely be affected by ___________ involvement. low internal enduring evoked perceived

enduring

Justin is purchasing his third car in the past five years. He has been a car enthusiast ever since he was a little boy. He likes to spend his free time looking at car magazines, going to car shows, and watching NASCAR. Justin's interest in cars is referred to as situational involvement. dynamic involvement. enduring involvement. dynamic buying behavior. situational buying behavior

enduring involvement.

The forces that other people exert on one's buying behavior are called social influences. These come from reference groups and opinion leaders, social classes, culture and subcultures, roles, and ethnic heritage. personality. attitudes. perception. family.

family.

All of the following are marketer-dominated sources of information except salespeople. advertising. packaging. friends. displays.

friends.

Value= What I __/ What I __

get/pay

why is service leadership required?

high discretionary content of most service jobs

An unplanned buying behavior resulting from a powerful urge to buy something immediately is called impulse buying. habitual buying. compulsive response behavior. non-problem solving. cognitive dissonance.

impulse buying.

Marissa goes to Target to purchase school supplies for her two children. As she is approaching the check-out counter, she sees a vase she just has to have and buys it immediately. Marissa's purchase of the vase is an example of limited problem solving. impulse buying. routinized response behavior. addictive consumption. situational involvement.

impulse buying.

Promotion of services

includes tangible cues which symbolize the service.

During the evaluation of alternatives stage of the consumer buying decision process, framing most likely influences the decision process of ___________ buyers. younger older wealthier veteran inexperienced

inexperienced

In the process of perception, individuals receive sensations through sight, sound, taste, smell, and hearing. These sensations are called selective inputs. olfactory receptors. information inputs. perceptual motives. psychological influences

information inputs.

Client-Based relationships

interactions that result in satisfied customers who use a service repeatedly over time.

As Jeff runs out of shaving cream, he immediately tries to remember what he did the last time this happened. He is engaging in external search. consideration set development. internal search. cognitive dissonance. alternative evaluation.

internal search.

When Trevor realizes his liquor cabinet supply was devastated by last weekend's party, he first retrieves information from his memory about what types of liquor he and his friends like most and then asks the attractive clerk at the liquor store what she would recommend. Trevor started with a(n) _____ search and then progressed to a(n) _____ search. consideration; evaluative focused; broad internal; external routinized; extended self; inclusive

internal; external

Assignment of meaning to organized information inputs is called motivation. redefinition. learning. interpretation. selection.

interpretation.

Customer Service

involves any human, mechanical, or electronic activity that adds value to the product.

All skill is in vain when an angel pees in the touchhole of your musket. is an example of?

law of divine intervention

Changes in an individual's thought processes and behavior caused by information and experience is called learning. attitude formation. patronage motives. personality. motivation.

learning.

Marketers often provide consumers with experience to their products, including free samples and trial offers, to facilitate consumer patronage motives. attitudes. perception. distortion. learning.

learning.

fairness is not the same as

legality

desired

level of expectation is what the customer really wants. Very satisfied customer.

acceptable

level of expectations is what the customer views as adequate

A major determining factor in deciding which type of problem-solving process should be used depends on the individual's intensity of interest in a product and the importance of the product for that person. This is known as an individual's motivational structure. routinized response behavior. level of involvement. cognitive dissonance. evaluative criteria.

level of involvement.

Shane spends most of his free time participating in extreme sports and traveling to exotic locations with a group of close friends who share his interests and opinions about most things. This is a description of Shane's self-concept. lifestyle. personality. attitudes. role.

lifestyle.

what top ten service compaint is ( Red Alert, Lights on no one Home, Misplaced priorities, True lies, Broken Promises, Dont ask, Suffering in silence, I just work here, The big wait, Automatic pilot) -Clueless employees who do not know the answers to customers' common questions.

light on, no one home

When a new variety of Kashi whole-grain breakfast cereals is first introduced, consumers will most likely engage in______ when deciding whether or not to purchase this new product. extended problem solving limited problem solving situational solving behavior routinized response behavior automatic processing behavior

limited problem solving

Jenny plans to buy a new swimsuit for her spring break cruise. She has not seen this year's styles and thus will do some comparison shopping before making a purchase decision. Jenny is engaging in routinized response behavior. extended problem solving. limited problem solving. impulse buying. intensive problem solving.

limited problem solving.

When a consumer purchases products occasionally or needs information about an unfamiliar brand in a familiar product category, he or she will most likely engage in enduring purchase behavior. routinized response behavior. extended problem solving. impulse searching. limited problem solving.

limited problem solving.

nonprofit marketing

marketing activities conducted by individuals and organizations to achieve some goal other than ordinary business goals of profit, market share, or return on investment

short and direct

marketing channels for services are usually __________ and ________

Intangability

means that a service is not physical and therefore cannot be perceived by the senses. this is the major characteristic that distinguishes a service from a good.

what top ten service complain is ( Red Alert, Lights on no one Home, Misplaced priorities, True lies, Broken Promises, Dont ask, Suffering in silence, I just work here, The big wait, Automatic pilot) Employees visit with each other or conduct personal business while the customer waits.

misplaced priorities

Buyers' actions are affected by one or more internal energizing forces geared toward satisfying needs, which are called motives. lifestyles. perceptions. attitudes. traits.

motives.

what are the 6 principles of recovery

never argue with a customer make it easy to complain resolve at the point of contact resolve quickly emphasize a fair solution repair the system

client publics

non profit marketing direct consumers of the product are called Ex: students

general publics

nonprofit marketing indirect consumers Ex: former students

Evaluative criteria for brands within the consideration set are both selective and expansive. objective and subjective. internal and external. extended and routinized. perceptive and selective.

objective and subjective.

After certain inputs have been selected to reach an individual's awareness, the next step in the perceptual process is perceptual organization. attention. retention. interpretation. redefinition.

organization.

Heterogeneity

p rovides the advantage to marketers of allowing them to customize services to match the specific needs of individual customers.

Luis likes shopping at Stein Mart, a discount department store, because he likes the prices, products, and services the store provides. His selection of this store as a regular stop when shopping is influenced by ___________ motives. self-concept self-image projective depth patronage

patronage

Melanie prefers to shop at Target for most of her household needs even though the same products and brands are available at KMart. She prefers the service, location, and friendliness of the employees at Target. Melanie's reasons that influence her decision to shop at Target are called social needs. learning processes. patronage motives. product attitudes. retailer attitudes.

patronage motives.

Psychological influences that determine where a person purchases products on a regular basis are called convenience responses. patronage motives. shopping motives. pattern responses. routine decisions.

patronage motives.

when the bell rings, there had better be some supper is ___ principle

pavlovs

As Brianna walks to classes, she selects, organizes, and interprets the sensations she is receiving through her sense organs. Brianna is experiencing the process of exposure. motivation. learning. attitude formation. perception.

perception.

When, in their information search, consumers focus on communication with friends and relatives, they are utilizing ______ sources. internal personal marketer-dominated direct organizational

personal

Hereditary characteristics combined with personal experiences that together make an individual unique form one's self-concept. attitudes. lifestyle. personality. role.

personality.

The results of many studies have been inconclusive regarding the association between buyer behavior and personality. perception. motives. social class. learning.

personality.

Jana now feels that her teeth are not white enough after seeing advertisements for whitening toothpaste. Marketers promote these brands based on ___________ needs, appealing to sex appeal. physiological esteem self-actualization psychological social

physiological

Doubts in a buyer's mind about whether the purchase decision made was the right one may occur during the cognitive dissonance. purchase. evaluation of alternatives. internal search. postpurchase evaluation.

postpurchase evaluation.

direct mail

primary means of fundraising for social services.

As Steve is shopping for groceries, he notices a product on the shelf and remembers that he is about to run out of it at home. In terms of the consumer buying decision process, Steve just experienced problem recognition. high involvement. postpurchase evaluation. information search. evaluation of alternatives

problem recognition.

Reliability in service business means that customers are buying a?

promise

social marketing

promotes social causes such as aids research and recycling

The development of a person's self-concept is a function of learning. psychological and social factors. reference groups and opinion leaders. roles and family influences. subcultures.

psychological and social factors.

The customer defines service ___

quality

Value - _+_+_/ _+_

quality, entertainment,intangibles/price,time

great service solidifes customer ____

realtionships

strategy defines the company's "_ _ _"

reason for being

what is the second essential componenet of service?

recovery

what top ten complaint is ( Red Alert, Lights on no one Home, Misplaced priorities, True lies, Broken Promises, Dont ask, Suffering in silence, I just work here, The big wait, Automatic pilot) Assuming customers are stupid or cheaters and treating them harshly, or disrespectfully.

red alert

service ___ is an attitude

reliability

what are the three table stakes for any business

reliability recovery fairness

intangibility

requires service marketers to market promises to customers, although they should be wary of raising customer expectations beyond what they can provide.

what are the two objectives of recovery

restore the customers confidence improve the service system

Consumers tend to remember information inputs that support their feelings and beliefs and forget inputs that do not. This is known as selective exposure. distortion. retention. information. organization.

retention.

Maria reads through the newspaper fashion flyers containing advertisements for sweaters from Polo, purses from JC Penney, and tennis shoes from Foot Locker. She remembers only the shoe ad, thanks to the recent tear in her own Reeboks. Maria has engaged in selective distortion. decision making. analysis. retention. reading.

retention.

Service reliability happens through the __ ___

right systems

Jonathan is torn between buying a new swing set for his kids and buying a new set of Ping golf clubs for himself. Jonathan is experiencing attitude formation. belief assessment. role inconsistency. cognitive dissonance. personality.

role inconsistency.

Stacy is going to the store to buy a gallon of milk. She will most likely use ___________ in her consumer decision-making process. routinized response behavior limited problem solving extended problem solving perceptual scanning evaluation of alternatives

routinized response behavior

While shopping at a Kroger grocery store, Tom sees a display of his favorite brand of diet cola. He buys a six-pack to take home for the weekend. This purchase process would be described as routinized response behavior. extended problem solving. limited problem solving. situational perception. enduring involvement.

routinized response behavior.

When individuals choose which information inputs will reach their awareness and ignore other inputs, they are using perception. selective distortion. selective exposure. cognitive dissonance. selective retention.

selective exposure.

People's needs to grow, develop, and achieve their full potential are referred to by Maslow as ______ needs. ego esteem self-actualization social safety

self-actualization

Temporary and dynamic factors that result from a particular set of circumstance a consumer is facing when making purchase decisions characterize enduring involvement. extended problem solving. selective exposure. situational involvement. selective retention.

situational involvement.

Human requirements for love, affection, and a sense of belonging would be classified by Maslow as _____ needs. safety esteem social physiological self-actualization

social

An open aggregate of people with similar social ranking is referred to as a reference group. social class. role. caste. subculture.

social class

Our society uses many factors, including occupation, educational level, income, wealth, religion, race, ethnic group, and possessions, to group people into family types. geographic regions. reference groups. social classes. attitudinal segments.

social classes.

A consumer's buying decisions are affected in part by the people around him or her. Such people and the forces they exert on an individual buyer are called motivational influences. social influences. roles. personality influences. cultural influences.

social influences.

Which product listed would most likely be purchased through routinized response behavior? Car Desk Shirt Soft drink Television set

soft drink

standardized packages

solves cost problem customized services have: how to provide service at an acceptable level of quality in an efficient and economic manner and still satisfy individual customer needs.

what top ten service complaint is ( Red Alert, Lights on no one Home, Misplaced priorities, True lies, Broken Promises, Dont ask, Suffering in silence, I just work here, The big wait, Automatic pilot) Failing to communicate with customers who are anxious to hear how a service problem will be resolved.

suffereing in silence

supplementary service

supportive one related to the core service and is used to differentiate the service bundle from competitors

T F "The people to check with" are the early adopters.

t

T F A Jeep leather jacket is an example of brand licensing.

t

T F A brand name is the part of the brand that is spoken.

t

T F A brand name should indicate the product's major benefits.

t

T F A business can justify keeping a product as long as it contributes to profits or enhances the effectiveness of a product mix.

t

T F A generic brand indicates only the product category.

t

T F A product line includes a group of closely related product items that are considered to be a unit because of marketing, technical, or end-use considerations.

t

T F A product mix is the composite or total group of products that an organization makes available to customers.

t

T F A product need not be a physical product.

t

T F A product's classification can influence its price, distribution, and promotion.

t

T F A service brand name must be flexible enough to encompass not only current services offered, but possible future ones as well.

t

T F A service is intangible and is the result of the application of human or mechanical efforts to people or objects.

t

T F Advertising used in the decline stage may prolong the life of the product.

t

T F Apple Computer is an example of a manufacturer brand.

t

T F Brand equity helps give a brand the power to capture and maintain a consistent market share, which provides stability to an organization's sales volume.

t

T F Brand insistence is the degree of brand loyalty in which a customer strongly prefers a specific brand, will accept no substitute, and is willing to spend a great deal of time and effort to acquire that brand.

t

T F Brand insistence is the strongest degree of brand loyalty but the least common type of brand loyalty.

t

T F Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional exposure.

t

T F Brand preference is a degree of brand loyalty in which a customer definitely prefers one brand over competitive offerings and will purchase this brand if available.

t

T F Brand recognition exists when a customer is aware that the brand exists and views it as an alternative to purchase if the preferred brand is unavailable or if the other available brands are unfamiliar to the customer.

t

T F Bread is usually a convenience product.

t

T F Changing the product's quality is a distinct alternative in the maturity stage of the product life cycle.

t

T F Co-branding capitalizes on the trust that customers have in both companies involved, especially when the brands complement one another in the mind of the buyer.

t

T F Communicating product benefits to consumers is very important in the introduction stage.

t

T F Compared to an unfamiliar brand, a familiar brand is more likely to be selected by a customer because it often is viewed as reliable and of acceptable quality.

t

T F Competition between manufacturer brands and private distributor brands is becoming more intense in several major categories.

t

T F Customers use brands to help judge product quality.

t

T F Distribution capabilities can increase as a result of co-branding, which is an advantage for participating partners.

t

T F Family branding occurs when all of a firm's products are branded with all or part of the same name.

t

T F Four major elements underlie brand equity including brand name awareness, brand loyalty, perceived brand quality, and brand associations

t

T F If a company repositions a relative product failure, that product might become a successful member of the product line.

t

T F Individual branding facilitates market segmentation.

t

T F Intense price wars are likely to occur during the growth stage of the product life cycle as competitors attempt to gain market share.

t

T F Laggards are the last to adopt a new product and usually distrust new products.

t

T F Many products are in the maturity stage of the product life cycle.

t

T F Many products never get beyond the introduction stage.

t

T F Marketers may use brand names that have absolutely no meaning to avoid negative connotations.

t

T F New products seldom generate enough sales to bring immediate profits.

t

T F One of the most common reasons new products fail is because of a company's failure to match product offerings to customer needs.

t

T F Price cuts are typical in a product's growth stage.

t

T F Process materials are used directly in the production of products.

t

T F Procter & Gamble has a wider product mix than does Baskin Robbins.

t

T F Profits decline in the maturity stage, largely because of increased competition.

t

T F Promotion decreases in importance during a product's decline stage.

t

T F Sales peak in a product's maturity stage.

t

T F Sellers can sometimes prolong a product's life cycle.

t

T F Service marketers frequently use symbols in combination with brand names.

t

T F Service, repair work, and accessories may be important considerations in a consumer's decision to purchase a particular shopping product.

t

T F Sometimes new marketing channels open up in the decline stage.

t

T F Strategies relating to price become more mixed during a product's maturity stage.

t

T F Supporting services, such as installation and guarantees, are part of a product.

t

T F The atmosphere and décor of a retail store, the variety and depth of product choices, the customer support, even the sounds and smells all contribute to the experiential element of its total product.

t

T F The brand name "Minute Rice" would be more difficult to protect legally than "Exxon."

t

T F The buyer's intent can determine whether an item is classified as a consumer or a business product.

t

T F The depth of a product mix is measured by the average number of product types in a product line.

t

T F The first adopters of a product are the innovators.

t

T F The production of private distributor brands for resellers may allow a manufacturer to use excess capacity efficiently.

t

T F The term "cultural branding" describes how a brand conveys a powerful myth that consumers find useful in cementing their identities.

t

T F To gain customer acceptance, the two brands involved in co-branding must represent a complementary fit in the minds of buyers

t

T F Use of the product is the most important means of distinguishing consumer products from business products.

t

T F When an organization introduces a new product, people do not all begin the adoption process at the same time, nor do they move through the process at the same speed.

t

search quality

tangible attributes such as color, size, feel, or feel that can be evaluated prior to purchasing GOODS not services.

desired response from target market

the basic aim of nonprofit organizations is to obtain a

what top ten service complaint is ( Red Alert, Lights on no one Home, Misplaced priorities, True lies, Broken Promises, Dont ask, Suffering in silence, I just work here, The big wait, Automatic pilot) Waiting to be served in lines made longer because some of the checkout lanes or service counters are closed.

the big wait

Inseparability

the fact that production of a service and consumption of a service occur simultaneously and is impossible to split apart. Ex: receiving massage

Customer Contact

the level of interaction between the service provider and the customer necessary to deliver the service.

Opportunity cost

the value of the benefit given up by selecting one alternative over another.

what top ten compaint is ( Red Alert, Lights on no one Home, Misplaced priorities, True lies, Broken Promises, Dont ask, Suffering in silence, I just work here, The big wait, Automatic pilot) blantant unfairness, such as selling unneeded service or purposley providing fake, low ball cost estimates

true lies

According to Coleman's major social class categories, the social class in our society that favors prestigious schooling, neighborhoods, and brands is the upper class. middle class. upper-lower class. working class. lower class.

upper class.

nonprofit organization marketing

use of marketing concepts and techniques by organizations whose goals do not include making profits

Katie is buying her first car and has narrowed her choices down to a Honda Civic, a Toyota Prius, or a Volkswagen Jetta. Katie goes on-line and posts questions to others who have experience with any of these cars, asking for reviews. Katie is most likely using a blog. an opinion leader. using her reference groups for information. experiencing enduring involvement. exerting social influence.

using a blog.

Great service allows you to compete o ___ rather than price

value

what are the 4 things that you like least about NACS

value for money speed of checkout convinent hours used books-liberal buy back

Service delivery is subject to?

variability

Heterigeneity

variation in the quality of service delivered by people. Automation/ use of machines reduces inconsistencies.

what are the four qualites of service leadership

vision- focus belief in other (coach rather than boss) Love of the business Integrity

demand based pricing

when demand for a service is high, the price is also high; when demand for a service is low, so is the price

perishability

when demand is low, the unused capacity cannot be stored and is lost forever.

According to Coleman's social class categories, the social class that includes approximately 40 percent of the population, shops for bargains, and buys sports and recreational equipment is the upper class. middle class. first class. working class. lower class.

working class.

Homesourcing

​Ximena works from her place of residence. She is employed by a call center and usually answers marketing-related questions for customers who call in. This practice is known as

T F Store brands appeal mainly to lower-income, price-conscious customers.

f

T F Suggestive brand names are easier to protect legally than fanciful names.

f

T F The brands used for co-branding cannot be owned by the same company.

f

T F The core product element of the total product can include installation, delivery, training, and financing.

f

T F The gross margin percentage on convenience goods is usually fairly high because they are low-priced items.

f

T F The marketing mix should be left alone during the maturity stage of the product life cycle; tampering with it may bring an early death to the product.

f

T F The original marketing strategy should not be altered in any way as a product travels through the stages of the product life cycle because consumers can become confused.

f

T F The success of launching a new product is based primarily on luck.

f

T F The two major product categories are business and institutional.

f

T F The width of a product mix refers to the number of generic products offered by a company.

f

T F Trial is the first stage of the product adoption process.

f

T F Unfinished furniture is considered to be a convenience product because it is relatively inexpensive.

f

T F When a successful brand such as Frito-Lay develops a new product, it will always succeed.

f

experience qualities

Attributes that can be assessed only during purchase and consumption of a service. nfluenced by past experiences with the service, word-of-mouth communication from other customers, and the service company's own advertising. Ex: restaurants and vacations

Which of the following purchases would most likely require a consumer to use extended problem solving? Audio equipment Shaving cream Cereal Kitchen napkins Gasoline

Audio equipment

package

A service offered by an organization is generally a _____

Employee Performance

Aaron works as a salesperson at an auto dealership. His annual bonus has been calculated based on the volume of cars sold during the year. Next year, however, the calculation for the bonus will also include information from customer comments. The new bonus calculation is most likely designed to improve Aaron's

Which American subculture spends the highest proportion of its income on utilities, footwear, children's apparel, groceries, and housing? Native Americans Hispanics African Americans Asian Americans Americans over 65 years of age

African Americans

Which of the following is the fastest growing, most affluent subculture in the United States? African Americans Hispanics Asian Americans Native Americans Italian Americans

Asian Americans

What consumer research method consists of a series of adjectives, phrases, or sentences regarding an object, with subjects indicating the intensity of their feelings toward this object by reacting to these adjectives, phrases, or sentences? Projective specification Patronage clarification Group interview Attitude scale Depth interview

Attitude scale

Which one of the following is most likely to be a product for which both the purchasing decision and the brand decision are strongly influenced by reference groups? Canned peaches Instant coffee Jeans Furniture Soap

Jeans

Kellogg's is introducing a new bran waffle for toasters. Television commercials will be a key element in communicating the benefits associated with this product. Based on that decision, Kellogg's is expecting consumers to engage in what form of problem solving? Routinized response behavior Limited problem solving Extended problem solving Impulse buying Extensive response behavior

Limited problem solving

Heterogeneity

Maria asks Glenda what housecleaning service she would recommend in Oakview. Glenda responds that Pristine Cleaning is great if you can be assured that Janice will be the person assigned to your house. Glenda's recommendation addresses which of the following service features?

According to Coleman's major social class categories, which of the following social classes in our culture has these characteristics: lives in well-kept neighborhoods, likes fashionable items, and is often found in management positions? Lower class Upper class Middle class Working class First class

Middle class

If you perceive that there are four possible ways which a procedure can go wrong and circumvent these, then a fifth way, unprepared for, will promptly develop is?

Murphys Sixth law

When Julia goes to the first class of her Operations Management course, she finds out that in addition to the textbook she already purchased, she also needs a copy of the book The Goal. At which stage of the consumer buying decision process is Julia? Purchase Evaluation of alternatives Problem recognition Information search Prepurchase evaluation

Problem recognition

Bob Turner makes an appointment to visit with a new dermatologist in town to determine whether he should have several moles on his neck removed. When he arrives at the dermatologist's office, Bob notices a foul odor in the air, worn floor coverings, cluttered rooms that have paint peeling from the walls, and poor lighting. While Bob viewed the dermatologist as competent, Bob decided not to have the moles removed even though the dermatologist recommended removal. Which situational influences are most likely to have affected Bob's decision? Social surroundings Customer's momentary mood and condition Time pressures Purchase reasons Physical surroundings

Physical surroundings

Heterogeneity

You are considering hiring an outside consultant to help you improve your services business. You believe your most pressing issue is how to maintain consistent quality in the delivery of your services. Your customer surveys suggest you need to work on this very important issue. Based on this, you should be looking for a consultant who has experience in dealing with the _______________ issue related to services.​

Both the Toyota Sienna and the Nissan Quest were very popular choices for family vans. Toyota noticed that the majority of its customers were families with 3 or more children, and so they developed commercials that featured larger families. They also produced commercials that featured Hispanic-looking actors and for some markets, in Spanish. Alicia Desario and her husband were currently shopping for a van for their family. As Alicia listened to an advertisement on the television about the Nissan Quest, she noticed that the Nissan cost about $27,000 and had gas mileage of about 17 mpg. She recalled an earlier ad for the Toyota Sienna, that also cost about $27,000, but had gas mileage of about 21 mpg. She also liked the way the family was portrayed in the Toyota ad, showing the children in the back seats having plenty of room, watching the DVD players, and having their own sound controls. When she spoke to Carlos, her husband, about how much she liked the Toyota van, he replied that it had too low of gas mileage at only 16 mpg. Since Alicia didn't agree with that number, he produced a magazine ad that supported his claim of the 16 mpg for the Toyota. Alicia couldn't believe that she had made such an error in hearing what the gas mileage was for the Toyota and the Nissan. Carlos' knowledge of the correct gas mileage is an example of the ____ component of his attitude toward the Toyota, while Alicia's feelings about the children in the commercial being happy in the Toyota van were an example of the _____ component of her attitude. a) cognitive; affective b) cognitive; behavioral c) affective; cognitive d) affective; behavioral e) behavioral; affective

a) cognitive; affective

The three most widely recognized types of consumer problem solving are: a) limited problem solving, extended problem solving, and routinized response behavior. b) extended problem solving, enduring problem solving, and situational problem solving. c) planned problem solving, impulse buying, and limited problem solving. d) internal problem solving, external problem solving, situational behavior. e) responsive behavior, planned behavior, and impulsive problem solving.

a) limited problem solving, extended problem solving, and routinized response behavior.

Marketers who attempt to use reference-group influence in advertisements are most likely to succeed when messages indicate that a) people in a specific group buy the product and are highly satisfied by it. b) reference groups should be of little concern to the consumer. c) reference groups are "in" and everyone should belong to at least one. d) all products and brands are influenced by reference groups. e) people in a specific group have tried the product and dislike it.

a) people in a specific group buy the product and are highly satisfied by it.

The primary psychological influences on consumer behavior are: a) perception, motives, learning, attitudes, personality, and lifestyles. b) attitudes, perception, retention, exposure, roles, and lifestyles. c) attitudes, perception, social class, culture, and learning. d) perception, motives, reference groups, social class, and personality. e) lifestyles, personality, perception, motives, attitudes, and culture.

a) perception, motives, learning, attitudes, personality, and lifestyles.

A group becomes a reference group for an individual when that person identifies with this group so strongly that he or she a) takes on many of the values, attitudes, or behaviors of group members. b) becomes a formal member of the group. c) becomes familiar with the group's activities. d) seeks information from members of the group regarding buying decisions. e) cannot control the strength of his or her involvement with the group.

a) takes on many of the values, attitudes, or behaviors of group members.

Many aspects of consumer buying decisions are affected by the individual's level of involvement. Level of involvement is a) the importance and intensity of interest in a product in a particular situation. b) the buyer's perception, motives, and abilities. c) the amount of external search that an individual puts into the decision-making process. d) the particular circumstance or environment in which consumers find themselves. e) a combination of an individual's demographic factors.

a) the importance and intensity of interest in a product in a particular situation.

In the consumer buying decision process, the information search stage a) yields a group of brands that a buyer views as possible alternatives. b) involves a buyer becoming aware of the need for a product. c) is not necessary when the buyer is involved in extensive decision making. d) occurs immediately after evaluation of alternatives. e) is lengthy for routine response buying behavior.

a) yields a group of brands that a buyer views as possible alternatives.

Both the Toyota Sienna and the Nissan Quest were very popular choices for family vans. Toyota noticed that the majority of its customers were families with 3 or more children, and so they developed commercials that featured larger families. They also produced commercials that featured Hispanic-looking actors and for some markets, in Spanish. Alicia Desario and her husband were currently shopping for a van for their family. As Alicia listened to an advertisement on the television about the Nissan Quest, she noticed that the Nissan cost about $27,000 and had gas mileage of about 17 mpg. She recalled an earlier ad for the Toyota Sienna, that also cost about $27,000, but had gas mileage of about 21 mpg. She also liked the way the family was portrayed in the Toyota ad, showing the children in the back seats having plenty of room, watching the DVD players, and having their own sound controls. When she spoke to Carlos, her husband, about how much she liked the Toyota van, he replied that it had too low of gas mileage at only 16 mpg. Since Alicia didn't agree with that number, he produced a magazine ad that supported his claim of the 16 mpg for the Toyota. Alicia couldn't believe that she had made such an error in hearing what the gas mileage was for the Toyota and the Nissan. Toyota's production of commercials that featured Hispanic actors and the Spanish language is an example of marketing to a) cultural self-concepts. b) social classes. c) subcultures. d) roles. e) social strata.

c) subcultures.

When organizing perceptual inputs, people tend to mentally fill in missing elements in a pattern or statement. This principle is called interpretation. completion. distortion. closure. linking.

closure.

After purchasing a new Lexus, Pablo sees an Infinity pass by on the street and begins to wonder if he made the right choice. Pablo is experiencing problem recognition. cognitive dissonance. internal search. alternative evaluation. framing.

cognitive dissonance.

target public

collective of individuals who have an interest in or concern about an organization, product, or social cause

Both the Toyota Sienna and the Nissan Quest were very popular choices for family vans. Toyota noticed that the majority of its customers were families with 3 or more children, and so they developed commercials that featured larger families. They also produced commercials that featured Hispanic-looking actors and for some markets, in Spanish. Alicia Desario and her husband were currently shopping for a van for their family. As Alicia listened to an advertisement on the television about the Nissan Quest, she noticed that the Nissan cost about $27,000 and had gas mileage of about 17 mpg. She recalled an earlier ad for the Toyota Sienna, that also cost about $27,000, but had gas mileage of about 21 mpg. She also liked the way the family was portrayed in the Toyota ad, showing the children in the back seats having plenty of room, watching the DVD players, and having their own sound controls. When she spoke to Carlos, her husband, about how much she liked the Toyota van, he replied that it had too low of gas mileage at only 16 mpg. Since Alicia didn't agree with that number, he produced a magazine ad that supported his claim of the 16 mpg for the Toyota. Alicia couldn't believe that she had made such an error in hearing what the gas mileage was for the Toyota and the Nissan. Since Alicia and Carlos were using gas mileage as one of their evaluative criteria, they are most likely in the ______ phase of the consumer buying process. a) problem recognition b) external search c) evaluation of alternatives d) purchase e) post-purchase

evaluation of alternatives

A customer shopping for a fax machine tells a salesperson that it is important for the fax machine to have several attributes. It must use plain paper, be able to make copies, be compatible with all other fax machines, and not require a separate phone line. The buyer has expressed his or her framing characteristics. service characteristics. consideration set. evaluative criteria. information search criteria.

evaluative criteria.

A group of brands that a consumer views as alternatives for possible purchase is called a(n) evoked set. acceptance group. brand preference. selective retention group. evaluation criteria.

evoked set.

A publication such as Consumer Reports may be initially used during a(n) product recognition. evaluation of alternatives. internal information search. external information search. purchase decision.

external information search.

Component parts usually need to be processed significantly before they are used in production.

f

T F "Business Services" is not a category or type of business product.

f

T F A brand name like "Northwest Airlines" provides greater flexibility than the brand name "Humana."

f

T F A brand name used for a product line should be compatible with most of the products in the line.

f

T F A buyer becomes aware of the product during the evaluation phase of the product adoption process.

f

T F A product line is a particular version of a product that can be designated as a distinct offering on the organization's list of products.

f

T F A seller's profits peak in the maturity stage of a product's life cycle.

f

T F Accessory equipment becomes a part of the finished product.

f

T F Although difficult to measure, brand loyalty represents the value of a brand to an organization.

f

T F Being a product pioneer guarantees a product's success.

f

T F Brand equity is a customer's favorable attitude toward a specific brand and, depending on strength, some likelihood of consistent purchase of the brand when needs for a product in this product category arise.

f

T F Brand names should be different from the company name to avoid confusion.

f

T F Brand preference is the strongest form or degree of brand loyalty.

f

T F Buyers want to exert only minimal effort to obtain shopping products.

f

T F By law, manufacturers must be identified on the labels of private brands.

f

T F Consumers are reluctant to purchase substitute brands if a desired brand of a convenience product is unattainable.

f

T F Distribution outlets become more difficult to secure during the growth stage of a product's life cycle because of aggressive competition.

f

T F During a product's maturity stage, all sales promotion efforts are focused on consumers.

f

T F During the growth stage, promotion costs rise as a percentage of total sales.

f

T F Early adopters are the first group of consumers to adopt a new product.

f

T F Every aspect of a brand is subject to a marketer's control.

f

T F Failure of a new product is always absolute.

f

T F Following a consistent customer-focused plan does not help new products become successful.

f

T F Green Giant is an example of a private distributor brand.

f

T F In the awareness stage of the product adoption process, the buyer seeks information about the product.

f

T F Intensive competition causes price increases during the growth stage of the product life cycle.

f

T F Kenmore is an example of a manufacturer brand.

f

T F Obtaining a specialty product involves a considerable amount of comparison activity.

f

T F Per-unit gross margins on convenience products are relatively high.

f

T F Product mix refers to a related group of products in the product line

f

T F Registration of a brand with the U.S. Patent and Trademark Office provides a firm with worldwide rights to use that brand for a specified time period.

f