ch 7 marketing
In terms of packaging functions, Tiffany & Co.'s robin egg blue boxes ________.
create immediate consumer recognition
t/f products include only tangible products
false
Which of the following is most likely a true statement about services?
service industries vary greatly
which of the following is an example of a shopping product?
television
Which of the following statements is most likely true about unsought products?
marketers use aggressive advertising to convince consumers to buy unsought products
A product line is most likely too long if managers can ________.
increase profits by dropping items
A doctor performing hip surgery on a patient illustrates how a service can be produced and consumed simultaneously. This is an example of which service characteristic?
inseparability
Zappos recognizes the importance of the buyer-seller interaction. They only hire people with an innate "passion to serve" and they go through four weeks of customer loyalty training. This is referred to as ________ marketing.
interactive
Which statement about convenience products is most likely true?
they are bought by consumers frequently and with minimal comparison
service variability means that
service quality depends on when, where, and how they are provided
Lengthening a product line beyond its current range is referred to as product line ________.
stretching
Many companies are taking a ________ approach today, viewing quality as an investment and holding quality efforts accountable for bottom-line results.
return on quality
Marque, a high-end maker of designer watches, has started making inexpensive watches to take advantage of enormous growth rates in low-end market segments. Marque is most likely engaging in ________.
downward stretching
________ occurs when a company uses its existing brand name for new forms, colors, sizes, ingredients, or flavors of an existing product category.
line extension
Cement is an example of an industrial product that is categorized under ________.
materials and parts
Sportware, a leading shoe manufacturer, markets sneakers under the brand name "Athletix" and dress shoes under the brand name "Cameo" in order to target the two different market segments. What branding strategy is most likely being used by Sportware?
multibrands
________ products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.
convenience
t/f Life insurance is an example of a convenience product.
false
Which of the following terms best describes the process of designing and producing a container or wrapper for a product?
packaging
World Skies' Flight 167 takes off at 50 percent capacity. The unoccupied seats cannot be stored for later sale or use. This is an example of which service characteristic?
parishability
Consumer products that the buyer either does not know about or knows about but does not normally consider buying are referred to as ________ products.
unsought
Consistency of a product mix refers to the ________.
ways in which the various product lines are related
Specialty products are consumer products and services that customers generally buy ________.
without making comparisons
_____ involves using an existing brand name for a new product category
brand extension
Which of the following is an example of an unsought product
life insurance
Non-Dairy Delight, a manufacturer of soy milk, attracts new customers by adding cinnamon, pumpkin, and vanilla flavors to its traditional product. In this case, the company has developed its brand with ________.
line extensions
which of the following is a pure tangible good?
shampoo
Which of the following is most likely a true statement about shopping products?
shopping products are purchased less frequently than convenience products
The use of traditional business marketing concepts and tools to create behaviors that will benefit individual and societal well-being is called ________ marketing.
social
________ products are consumer products and services with unique characteristics or brand identifications for which a significant group of buyers is willing to make more effort than usual to purchase.
speciality
Susan has been redecorating her new condo for a year. She is carefully selecting every item. Susan finds an oriental rug that matches her color scheme and décor perfectly and purchases it immediately without engaging in comparison shopping. This is an example of a(n) ________.
speciality product
Which of the following is an industrial product categorized under supplies and services?
coal
product mix length refers to
total number of products a company carries in its product lines
product mix width refers to
the number of different product lines the company carries
Product mix depth refers to the
number of versions offered for each product in the line
Which of the following is an example of licensing?
Berry, a fruit juice company, uses a well-known cartoon character to promote the company's line of children's products and pays the creator of the cartoon character a fee.
BerryBerry is a fruit juice company that has traditionally sold three varieties of mixed-fruit juices: DazzleBerry, AquaBerry, and GloBerry. The company wants to add more products to its product line. In this case, which of the following is an example of co-branding by BerryBerry?
BerryBerry teams up with SFX, a sporting goods company, to introduce a line of energy bars called BerryBerry SFX.
BerryBerry is a fruit juice company that has traditionally sold three varieties of mixed-fruit juices: DazzleBerry, AquaBerry, and GloBerry. The company wants to add more products to its product line. Which of the following is an example of brand extension for BerryBerry?
The company introduces BerryBliss, a dried berry snack mix for kids.
Howard Schultz, the founder of Starbucks, positioned his bistros as "a third place" between work and home where patrons could share and enjoy a cup of coffee with friends. This illustrates ________.
a core customer value
A ________ is defined as a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service.
brand
Which of the following is an example of a convenience product
candy
Which of the following is an industrial product categorized under materials and parts?
cement
________ occurs when two established brand names of different companies are used on the same product
co-branding
Laundry detergent, candy, magazines, and fast food are purchased frequently by customers. They are examples of ________ products
convenience
A company adding new features to a product will most likely assess each feature's value to customers relative to its ________.
cost to the company
Orienting and motivating customer-contact employees and supporting service people to work as a team to provide customer satisfaction is known as ________ marketing.
internal
Brands vary in the amount of power and value they hold in the marketplace. Iconic brands like Apple, Google, and Harley-Davidson have achieved substantial brand ________.
equity
Which of the following is an example of an industrial product grouped under capital items?
factory
t/f Consumers rarely compare shopping products before purchasing them.
false
t/f Corporate image marketing consists of activities undertaken to create, maintain, or change attitudes or behavior toward particular people
false
t/f Line extensions occur when a company extends existing brand names to new or modified products in a new category.
false
t/f Orienting and motivating customer-contact employees to work as a team to provide customer satisfaction is known as social marketing.
false
t/f Product line filling occurs when a company lengthens its product line beyond its current range.
false
t/f Service variability means that the quality of services does not depend on who provides them
false
t/f Shopping products are purchased more frequently than convenience products.
false
t/f Specialty products are primarily purchased for use in conducting a business.
false
t/f The augmented product is considered the basic level among the three levels of product.
false
t/f When buying unsought products, consumers spend considerable time and effort in gathering information and making comparisons.
false
Denta Clean's decision to add a whitening toothpaste to its current line of toothpastes is an example of product line ________.
filling
A product line is most likely too short if managers can ________.
increase profits by adding items
Which link in the service profit chain emphasizes superior employee selection and training?
internal service quality
Xenon, a leading consumer-electronics manufacturing company, markets its products under the company's own brand name. In this case, Xenon has sponsored its products by promoting them as ________ brands.
national
A&B's Smarter Planet campaign markets A&B as a company that provides innovative solutions that improve the world's IQ. This activity of A&B is an example of ________ marketing.
organizational
Fred's, a national supermarket chain, sells its own brand of items across all categories. Such items are considered ________ brands
private
Flores Fashions promotes its clothing by emphasizing the durability and quality of the fabrics it uses. The company has positioned its brand based on ________.
product attributes
Clorox sells five major product lines including cleaning, household, lifestyle, professional, and international. Together the product lines make up Clorox's ________.
product mix
________ refer to a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible
services
Major appliances, furniture, and clothing are typical examples of ________ products
shopping
________ products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.
shopping
Business advisory services such as legal or advertising are classified under which category of industrial products?
supplies and services
) Silkskin Cosmetics is advertising its newest line of eye makeup. Made from all-natural ingredients, the products are hypoallergenic. Silkskin is selling the products in specially designed tubes that make application easier. Which of the following is a core customer value for Silkskin's line of eye makeup?
the desire for having beautiful eyes
Which of the following is a desirable quality for a brand name?
the name should translate easily into foreign languages
t/f A brand extension gives a new product instant recognition and faster acceptance.
true
t/f A laptop that is purchased for a graphic design studio is considered an industrial product.
true
t/f A product is defined as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
true
t/f Branding has become so strong today that hardly anything goes unbranded.
true
t/f Consumers are generally willing to make more effort than usual to buy specialty products.
true
t/f Furniture is an example of a shopping product.
true
t/f Most major new innovations are unsought until consumers become aware of them through advertising.
true
t/f Support services are an important part of a customer's overall brand experience
true
t/f The distinction between a consumer product and an industrial product is based on the purpose for which the product is purchased.
true
t/f Total quality management is an approach in which all of the company's people are involved in constantly improving the quality of products, services, and business processes.
true
t/f Unsought products are consumer products that the consumer either does not know about or knows about but does not normally consider buying.
true
t/f When consumers react more favorably to a brand than to a generic or unbranded version of the same product, the brand is said to have positive brand equity.
true
t/f An augmented product is a product that is built around the core benefit and actual product by offering additional consumer services and benefits.
true
