Chapter 8
31. ________ involves designing and producing the container or wrapper for a product. A) Servicing B) Labeling C) Leveling D) Branding E) Packaging
E) Packaging
70. ________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes. A) Interactive marketing B) A brand extension C) A line extension D) Service variability E) Service intangibility
C) A line extension
8. ________ are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products. A) Consumer products B) Straight extensions C) Line extensions D) Services E) Industrial products
A) Consumer products
53. ________ means that service quality depends on the quality of buyer-seller interaction during the service encounter. A) Interactive marketing B) Service productivity C) Service differentiation D) External marketing E) Internal marketing
A) Interactive marketing
35. ________ has been affected by the need to include unit pricing, open dating, and nutritional information. A) Labeling B) Branding C) Product line filling D) Packaging E) Product mixing
A) Labeling
20. ________ involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, and regions. A) Place marketing B) Idea marketing C) Interactive marketing D) Social marketing E) Organization marketing
A) Place marketing
62. Which of the following is NOT a desirable quality for a brand name? A) The brand should almost always be a long word to get attention. B) It should be easy to pronounce, recognize, and remember. C) It should be distinctive. D) The name should translate easily into foreign languages. E) It should suggest something about the product's benefits and qualities.
A) The brand should almost always be a long word to get attention.
72. Which of the following is a potential drawback of multibranding? A) The company's resources may be spread over too many brands. B) An overextended brand name might lose its specific meaning for consumers. C) Different product features can appeal to consumers with different buying motives. D) The company can occupy more retail shelf space. E) Consumers may become confused about the image of the main brand.
A) The company's resources may be spread over too many brands.
25. ________ is an approach in which all the company's people are involved in constantly improving the products, services, and business processes. A) Total quality management B) Brand equity C) Positioning D) Branding E) Product quality
A) Total quality management
11. ________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying. These products require a lot of advertising, personal selling, and other marketing efforts. A) Unsought products B) Shopping products C) Line extensions D) Staples E) Specialty products
A) Unsought products
77. When the Twin Six Cafe provides gourmet menu options to its customers, as well as impeccable servicewhich even allows customers to hand-select their own cuts of meat________ is/are evident. A) a core benefit, an actual product, and an augmented product B) only an actual product C) both a core benefit and an actual product D) only an augmented product E) only a core benefit
A) a core benefit, an actual product, and an augmented product
6. The third level of a product that product planners must consider is a(n) ________ that offers additional consumer services and benefits. A) augmented product B) industrial product C) image D) brand extension E) brand equity
A) augmented product
74. Major brand marketers often spend huge amounts on advertising to create brand ________ and to build preference and loyalty. A) awareness B) networking C) extension D) packaging E) internal marketing
A) awareness
94. An apparel marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented? A) brand extension B) multibranding C) rebranding D) line extension E) new brands
A) brand extension
27. Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance? A) conformance B) value C) level D) product E) design
A) conformance
46. The ________ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way. A) consistency B) width C) perimeter D) depth E) length
A) consistency
98. An easier, more comfortable, more stylish transfer of thought onto paper is the ________ of Herb's offerings. A) core customer value B) pure service C) actual product D) augmented product E) tangible good
A) core customer value
90. Gina's Nail Salon is serious about pleasing its customers. Employees are trained to immediately and pleasantly respond to any customer complaints, and they are empowered to offer discounts and free add-ons to customers who believe they have received anything less than the best service. Gina's Nail Salon focuses on ________. A) good service recovery B) differentiating its offer C) productivity D) image marketing E) internal marketing
A) good service recovery
39. Berkowitz Piano Company can expand its product line in one of two common ways. Which of the following is one of those ways? A) line filling B) internal marketing C) social marketing D) line mixing E) product mixing
A) line filling
64. In the competition between ________ and ________ brands, retailers have the advantages of controlling what products will be stocked, where products will be stocked, what prices will be charged, and which products will be featured in print promotions. A) national; private B) store; licensed C) store; private D) private; distributor E) national; manufacturer's
A) national; private
37. A ________ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges. A) product line B) line extension C) private brand D) product bandwidth E) convenience product
A) product line
41. When a company lengthens its product line beyond its current range, it is ________. A) product line stretching B) product line filling C) product mixing D) building product equity E) increasing product depth
A) product line stretching
87. Manor Plaza Barber's customers have noticed that the quality of a haircut depends on who provides it as well as when, where, and how it is provided. What have the customers noticed? A) service variability B) service perishability C) service inseparability D) service intangibility E) service distinction
A) service variability
80. Mabel Lu is planning to buy a new washing machine. She notices that they come in numerous price ranges. She wants to make sure she gets the most for her money. This product is a(n) ________ product. A) shopping B) augmented C) convenience D) specialty E) unsought
A) shopping
99. What type of consumer products does Marks manufacture? A) specialty B) shopping C) industrial D) unsought E) convenience
A) specialty
36. Many companies now use a combination of phone, e-mail, fax, Internet, and other technologies to provide ________ . A) support services B) product mixes C) brand equity D) packaging advantages E) labeling information
A) support services
29. ________ contributes to a product's usefulness as well as to its looks. A) Functionality B) Style C) Brand D) Conformance quality E) Design
E) Design
14. ________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment. A) Materials B) Capital items C) Supplies D) Specialty items E) Parts
B) Capital items
18. ________ consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization. A) Person marketing B) Organization marketing C) Service variability D) Intelligence marketing E) Internal marketing
B) Organization marketing
19. ________ consists of activities undertaken to create, maintain, or change attitudes toward particular people. A) Organization marketing B) Person marketing C) Corporate image marketing D) Intermarket marketing E) Social marketing
B) Person marketing
49. ________ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought. A) Service variability B) Service intangibility C) Service inseparability D) Service perishability E) Service heterogeneity
B) Service intangibility
2. ________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. A) Brands B) Services C) Consumer products D) Line extensions E) Supplements
B) Services
76. Which of the following product offerings is intangible? A) a meal at a fast-food restaurant B) a limousine ride C) fish for an aquarium D) refillable ink cartridges for a computer printer E) a mink coat
B) a limousine ride
56. A(n) ________ represents consumers' perceptions and feelings about a product and its performance. A) product line B) brand C) attribute D) experience E) service
B) brand
75. While advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference, brands are not maintained by advertising but by ________. A) line extensions B) brand experience C) service recovery D) marketing experience E) product mix
B) brand experience
55. Some analysts see ________ as the major enduring asset of a company, outlasting the company's specific products and facilities. A) experiences B) brands C) staples D) services E) benefits
B) brands
15. Which of the following capital items is NOT considered accessory equipment? A) lift trucks B) buildings C) chairs D) desks E) hand tools
B) buildings
26. What are the two dimensions of product quality? A) feature and design B) consistency and level C) design and innovation D) performance and resistance E) conformance and style
B) consistency and level
79. You have an upset stomach. Your spouse rushes to the corner convenience store for a bottle of Pepto-Bismol. This product is a(n) ________ product. A) specialty B) convenience C) unsought D) shopping E) augmented
B) convenience
45. Product mix ________ refers to the number of versions offered of each product in the line. Colgate toothpaste comes in 16 varieties, ranging from Colgate Total to Colgate Kids Toothpastes. A) perimeter B) depth C) height D) width E) length
B) depth
4. To differentiate themselves, many companies go beyond offering products and services; they are also developing and delivering customer ________. A) events B) experiences C) product lines D) brands E) feedback
B) experiences
54. All of the following are methods for developing a differentiated service offer, delivery, or image EXCEPT ________. A) designing a superior delivery process B) increasing the quantity of service by giving up some durability C) having more reliable customer-contact people D) offering innovative features E) developing symbols and branding
B) increasing the quantity of service by giving up some durability
44. Product mix ________ refers to the total number of items a company carries within its product lines. A) height B) length C) depth D) width E) perimeter
B) length
85. Helene Curtis began to market shampoo for normal hair. In an attempt to increase profits and use excess market capacity, Helene Curtis then marketed shampoo for oily hair and color-treated hair. This is an example of ________. A) an unsought product B) line filling C) people marketing D) social marketing E) a shopping product
B) line filling
63. All of the following are a manufacturer's sponsorship options for a product EXCEPT ________. A) licensed brand B) multibrands C) manufacturer's brand D) co-branding E) private brand
B) multibrands
65. An increasing number of retailers and wholesalers have created their own ________, also called store brands. A) national brands B) private brands C) generic brands D) manufacturers' brands E) multibrands
B) private brands
23. Developing a product or service involves defining the benefits that it will offer. These benefits are communicated and delivered by ________ such as quality, features, and style and design. A) product mixes B) product attributes C) package labeling D) marketing tools E) support services
B) product attributes
78. A hickory rocking chair, handmade by an Amish woodcarver in Lancaster, Pennsylvania, from locally grown wood is an example of a(n) ________. A) shopping product B) specialty product C) service D) convenience product E) product attribute
B) specialty product
69. A company has four choices when it comes to developing brands. What is NOT one of those choices? A) multibrands B) width and depth extension C) new brands D) brand extension E) line extension
B) width and depth extension
47. A company can increase its business in four ways. Which is NOT one of these ways? A) It can increase the consistency of its product mix. B) It can lengthen its existing product lines. C) It can discontinue some of its lines. D) It can add new product lines, thus widening its product mix. E) It can add more versions of each product and thus deepen its product mix.
C) It can discontinue some of its lines.
34. The ________ requires sellers to provide detailed nutritional information on food products. A) Labeling Act of 1970 B) Fair Packaging and Labeling Act of 1966 C) Nutritional Labeling and Educational Act of 1990 D) Federal Trade Commission Act of 1990 E) Packaging Act of 1970
C) Nutritional Labeling and Educational Act of 1990
50. ________ means that services cannot be separated from their providers, whether the providers are people or machines. A) Service perishability B) Service heterogeneity C) Service inseparability D) Service variability E) Service intangibility
C) Service inseparability
30. A(n) ________ is a name, term, sign, symbol, design, or a combination of these, that identifies the maker or seller of a product or service. A) co-branding B) external marketing C) brand D) internal marketing E) service
C) brand
71. A ________ involves the use of a successful brand name to launch new or modified products in a new category. A) line extension B) private brand C) brand extension D) brand symbol E) product line
C) brand extension
81. General Electric's campaign stating, "We bring good things to life" is an example of ________. A) product quality B) product line C) corporate image marketing D) social marketing E) personal marketing
C) corporate image marketing
59. The fundamental asset underlying brand equity is ________--the value of the customer relationships that the brand creates. A) the service encounter B) the customer mix C) customer equity D) service variability E) the product experience
C) customer equity
91. Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna, even though the Kroger tuna costs $0.15 less per can. Chicken of the Sea has brand ________. A) extension B) specialty C) equity D) endurance E) service
C) equity
89. Christopher Messenger rents storage space to college students who go home for the summer but do not want to haul all of their property home and back. The business is profitable during the summer months, but when the storage space is unoccupied in the off-season, Christopher is losing money. What characteristic of service is most likely the source of Christopher's problem? A) intangibility B) inseparability C) perishability D) personalization E) variability
C) perishability
93. Costco's Kirkland products are an example of a(n) ________. A) sponsorship brand B) organizational brand C) private brand D) support brand E) manufacturer's brand
C) private brand
1. We define a ________ as anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. A) service encounter B) service variability C) product D) private brand E) service
C) product
42. A ________ consists of all the product lines and items that a particular seller offers for sale. A) brand line B) consumer mix C) product mix D) line extension E) packaging mix
C) product mix
17. Paper, pencils, paint, nails, and brooms are examples of ________. A) specialty products B) capital items C) supplies D) raw materials E) installations
C) supplies
43. Product mix ________ refers to the number of different product lines the company carries. A) height B) depth C) width D) perimeter E) length
C) width
86. Which of the following is(are) examples of product line length? A) hamburger and cheeseburger B) hamburger and apple pie C) Coke and Diet Coke D) A and C E) all of the above
D) A and C
12. ________ are those products purchased for further processing or for use in conducting a business. A) Shopping products B) Accessories C) Unsought products D) Industrial products E) Specialty products
D) Industrial products
9. ________ are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. Consumers spend much time and effort in gathering information and making comparisons about these products. A) Line extensions B) Convenience products C) Industrial products D) Shopping products E) Unsought products
D) Shopping products
21. ________ is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well being and that of society. A) Interactive marketing B) Internal marketing C) Unsought product marketing D) Social marketing E) Product line
D) Social marketing
10. ________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. A) Shopping products B) Line extensions C) Industrial products D) Specialty products E) Unsought products
D) Specialty products
95. Each new iPod product introduction advances the causes of democratizing technology and approachable innovation. iPod, an expert at fostering customer community, has been ranked one of the Breakaway Brands by the brand consultancy Landor Associates. iPod is positioned on ________. A) attributes B) selection C) benefits D) beliefs and values E) variation
D) beliefs and values
92. A manager of a Holiday Inn said, "We have power and value in the market and people are willing to pay for it." This manager is referring to ________. A) line filling B) social marketing C) specialty products D) brand equity E) product length
D) brand equity
5. Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is the ________, which addresses the question, "What is the buyer really buying?" A) augmented product B) exchange C) co-branding D) core customer value E) actual product
D) core customer value
97. Which of the following is the most important for product designers to consider as they develop a product? A) how the product is packaged to attract spontaneous purchases B) how the product appears C) which product features can be added to create higher-level models D) how customers will use and benefit from the product E) what the product's technical specifications are
D) how customers will use and benefit from the product
7. Products and services fall into two broad classifications based on the types of consumers that use them. Which is one of these broad classes? A) convenience products B) specialty products C) supplies and services D) industrial products E) materials and parts
D) industrial products
13. Most manufactured materials and parts are sold directly to ________. Price and service are the major marketing factors; branding and advertising tend to be less important. A) brand extensions B) co-branders C) wholesalers D) industrial users E) consumers
D) industrial users
33. At the very least, a product's ________ identifies the product or brand. It might also describe several things about the product and promote the brand. A) package B) portfolio C) line extension D) label E) copyright
D) label
3. A product is a key element in the ________. At one extreme, it may consist of pure tangible goods or at the other extreme, pure services. A) co-branding B) value chain C) brand equity D) market offering E) brand extension
D) market offering
73. Which strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number-one or number-two market share positions in their categories? A) undifferentiated B) social marketing C) unsought product D) megabrand E) service inseparability
D) megabrand
82. "I love New York" is an example of ________. A) organization marketing B) person marketing C) corporate image advertising D) place marketing E) social advertising
D) place marketing
60. Which of the following is the lowest level on which marketers can position their brands in target customers' minds? A) added service B) internal marketing C) interactive marketing D) product attributes E) strong beliefs and values
D) product attributes
100. The new felt-tip pens, multiple-cartridge pens, and quills are all examples of ________. A) megabranding B) multibranding C) licensed brands D) product line filling E) product line inconsistencies
D) product line filling
38. The major product line decision involves ________. A) product line depth B) line equity C) product line conformance D) product line length E) product packaging
D) product line length
16. Which of the following does NOT belong to the materials and parts group of industrial products? A) petroleum B) farm products such as wheat C) natural products such as iron ore D) repair and maintenance items E) lumber
D) repair and maintenance items
88. The impossibility of a barber storing haircuts for later sale is an example of which of the following? A) service variability B) service inseparability C) low-context services D) service perishability E) service intangibility
D) service perishability
83. The Ad Council of America has developed dozens of ________ marketing campaigns, including classics such as "Smokey the Bear," "Keep America Beautiful," and "Only You Can Prevent Forest Fires." A) brand equity B) product line C) place D) social E) service
D) social
22. Public health campaigns to reduce alcoholism, drug abuse, smoking, and obesity are all examples of ________. A) responsibility marketing B) consumer products C) specialty products D) social marketing E) shopping products
D) social marketing
61. The strongest brands go beyond attributes or benefit positioning; they are positioned on ________. A) customer image B) desirable benefit C) service inseparability D) strong beliefs and values E) good packaging
D) strong beliefs and values
28. A sensational ________ may grab attention and produce pleasing aesthetics, but it does not necessarily improve a product's performance. A) service-profit chain B) augmented product C) experience D) style E) design
D) style
68. Which of the following is an advantage offered by co-branding? A) Brand equity is stabilized. B) Manufacturers do not have to invest in creating their own brand names. C) Retailers have exclusive products that cannot be purchased from competitors. D) Advertising, sales, promotion, and marketing must be carefully coordinated. E) A company can expand its existing brand into a category it otherwise might have difficulty entering alone.
E) A company can expand its existing brand into a category it otherwise might have difficulty entering alone.
84. To achieve their social change objectives, social marketing programs ________. A) utilize only the promotional P of the marketing mix B) utilize only the promotional and product Ps of the marketing mix C) work to influence individuals' behavior to improve their well-being D) utilize all of the Ps in the marketing mix E) C and D
E) C and D
67. ________ is used when two established brand names of different companies are used on the same product. A) Brand equity B) A brand extension C) Internal marketing D) Cannibalization E) Co-branding
E) Co-branding
24. ________ is one of the marketer's major positioning tools because it has a direct impact on product or service performance; it is therefore closely linked to customer value and satisfaction. A) Total quality management B) Specialty product marketing C) Packaging D) Positioning E) Product quality
E) Product quality
57. Which of the following is NOT one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength? A) brand differentiation B) brand knowledge C) brand relevance D) brand esteem E) brand valuation
E) brand valuation
51. Which of the following is NOT one of the links in the service-profit chain, linking service firm profits with employee and customer satisfaction? A) satisfied and loyal customers B) healthy service profits and growth C) satisfied and productive service employees D) internal service quality E) evidence management
E) evidence management
48. Service providers must consider four special characteristics when designing marketing programs. Which is NOT one of these characteristics? A) inseparability B) variability C) perishability D) intangibility E) heterogeneity
E) heterogeneity
52. Through ________, the service firm trains and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction. A) external marketing B) service variability C) service intangibility D) service inseparability E) internal marketing
E) internal marketing
66. For a fee, some companies ________ names or symbols previously created by other manufacturers, names of well-known celebrities, and/or characters from popular movies and books, any of which can provide an instant and proven brand name. A) service B) brand C) market D) package E) license
E) license
32. In recent years, product safety and environmental responsibility have become major ________ concerns. A) product line B) product mix C) branding D) service E) packaging
E) packaging
40. An alternative to product line stretching is ________, adding more items within the present range of the line. A) co-branding B) interactive marketing C) product mixing D) service marketing E) product line filling
E) product line filling
96. To reduce problems associated with the intangibility of the services offered by a restaurant, the restaurant owner would be most likely to do which of the following? A) empower employees to handle customer complaints B) lower entree prices between 4 p.m. and 6 p.m. C) offer regular employee workshops focusing on customer service D) offer a service guarantee to ensure customers that food quality will be consistent E) provide clean tablecloths and cloth napkins for each new customer
E) provide clean tablecloths and cloth napkins for each new customer
58. The total financial value of a brand is estimated through the process of brand ________. A) extension B) positioning C) differentiation D) equity E) valuation
E) valuation