CH 7 QUIZ

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

A product is anything offered to a market that might satisfy a need or want.

Which of the following incorporates the advantage of brands operating in different categories with the combined brands creating broader consumer appeal and greater brand​ equity? A. Distributor branding B. ​Co-branding C. National branding D. Private branding E. Store branding

Co-branding

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

Convenience products

___________________ is the value of customer relationships that a brand creates. A. Customer value B. Customer equity C. Brand differentiation D. Brand equity E. Brand value

Customer equity

Which of the following statements regarding packaging is​ correct? A. Product safety is not impacted by packaging. B. Packaging should change every few months. C. Product strategy does not include packaging as an important consideration. D. Companies can say anything they want on product packaging. E. Innovative packaging can give a company an advantage over competitors and boost sales.

Innovative packaging can give a company an advantage over competitors and boost sales.

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

Level and consistency

When we see Hello Kitty on​ children's clothing, Disney characters on​ lunchboxes, and SpongeBob SquarePants on breakfast​ cereals, which form of brand sponsorship is being​ used? A. Private branding B. Licensing . C. ​Co-branding D. Store branding E. National branding

Licensing

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

Line extension

When​ Coca-Cola saw the growth of the​ bottled-water category, it launched DASANI​Ò​, its brand of bottled water. Which brand development strategy did​ Coca-Cola use in launching​ DASANI? A. Line extension B. Brand extension C. Licensing D. Multibranding E. New brand

New brand

___________ is the service characteristic to which marketers need to pay close attention when there are fluctuations in demand. A. Intangibility B. Variability C. Inseparability D. Tangibility E. Perishability

Perishability

Kroger, headquartered in​ Cincinnati, Ohio, is one of the​ nation's largest grocery chains. It owns several brands sold in its​ stores, including Private​ Selection, Heritage​ Farm, and Simple. These brands represent which type of brand​ sponsorship? A. ​Co-brands B. ​Manufacturer's brand C. Private brands D. Generic brands E. Private labels

Private brands

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

Product attributes that communicate and deliver benefits to the consumer include​ quality, features, and style and design.

Nailit Cosmetics is advertising its newest line of nail​ polishes, made from a​ nontoxic, water-based nail polish with amazing summer colors. Nailit is selling the products in specially designed bottles that make application easier. Which of the following is a core customer value for​ Nailit's line of​ polishes? A. The desire to have beautiful nails B. The​ products' revolutionary packaging C. The natural ingredients D. The Nailit brand E. The nontoxic properties of the products

The desire to have beautiful nails

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

Toothpaste

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

Training current employees better and hiring new ones with more skills can increase service productivity.

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

Unlike product​ quality, service quality will always vary.

The quality of services depends on who provides them as well as​ when, where, and how they are provided. Which characteristic of services does this​ describe? A. Inseparability B. Tangibility C. Perishability D. Variability E. Intangibility

Variability

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

Warranty

Ad agency Young​ & Rubicam's BrandAsset Valuator measures brand strength along four consumer perception dimensions. Brand​ ___________ is defined in terms of how highly consumers regard and respect the brand. A. knowledge B. esteem C. equity D. relevance E. differentiation

esteem

Adding a new product line to an existing portfolio means that the line has​ __________________. A. increased product mix width B. increased product support services C. altered its product mix consistency D. differentiated its product mix depth E. extended product line length

increased product mix width

Groups of​ __________________ products consist of materials and​ parts, capital​ items, and supplies and services. A. convenience B. shopping C. industrial D. unsought E. specialty

industrial

A service firm must orient and motivate its​ customer-contact employees and supporting service people to work as a team to provide customer satisfaction. This process is known as​ _________________________. A. interactive marketing B. external marketing C. service differentiation D. internal marketing E. supplier and vendor marketing

internal marketing

The three functions of​ __________ include​ identifying, describing, and promoting the product. A. labeling B. innovation C. product design D. product lines E. packaging

labelingQ

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

stretching the line

Service​ _______ means that the quality of services depends on who provides them as well as​ when, where, and how they are provided. A. inseparability B. perishability C. packaging D. variability E. intangibility

variability


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