Chapter 8 Study Plan Questions

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

service variability

Furniture, major​ appliances, clothing, and hotel services are classified as​ __________ products.

shopping

Manny is willing to exert special effort to find a valuable and rare 1960 baseball card featuring the famous New York​ Yankee, Mickey Mantle. This baseball card would be classified as​ a(n) ______ product. A.convenience B.specialty C.shopping D.unsought E.industrial

specialty

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

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

Duracell is well known for manufacturing and marketing batteries. Recently they launched the Duracell​ Powermat, which is a wireless charger for mobile devices. Which brand development strategy did Duracell use in this​ example? A.Line extension B.Multibrand C.Licensing D.Brand extension E.New brand

Brand extension

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.Determining product support services is not part of the development of individual products. C.Packaging decisions are not an important part of developing individual products. D.Product labeling is no longer subject to legal regulation. E.Product attributes that communicate and deliver benefits to the consumer include​ quality, features,​ style, and design.

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

Product planners think of products on three levels. Which of the following correctly identifies the three​ levels? A.The​ branding, the​ packaging, and the core customer value B.The core customer​ value, the actual​ product, and the quality level C.The core customer​ value, the actual​ product, and the​ product's position D.The​ branding, the quality​ level, and the design E.The core customer​ value, the actual​ product, and the augmented product

The core customer​ value, the actual​ product, and the augmented product

Which of the following statements about brand positioning is​ correct? A.Brands cannot be positioned based on desirable benefits. B.Products are​ positioned, not brands. C.Establishing a mission and vision for the brand is unrelated to brand positioning. D.The strongest brands are positioned on beliefs and values. E.Positioning the brand on product attributes is the most desirable level for brand positioning.

The strongest brands are positioned on beliefs and values.

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

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

Walmart created the Great Value brand for its food products and the Equate brand for it​ pharmacy, health, and beauty. Walmart does not manufacture any of these products. Which type of brand sponsorship is Walmart​ using? A.A​ manufacturer's brand B.A national brand C.A licensed brand D.A​ co-brand E.A private brand

a private brand

Which of the following forms of products are considered as​ services? A.Advice from a family doctor B.Toyota Camry C.Starbucks coffee D.Airline travel E.Apple iPhone

airline travel

__________ is a measure of the​ brand's ability to capture consumer preference and loyalty. A.Brand management B.Brand value C.Brand positioning D.Brand equity E.Brand sponsorship

brand equity

The SwissArmy Company markets​ multi-tools, clothing,​ watches, and travel accessories all under the SwissArmy brand name. This is an example of which brand development​ strategy? A.Private brand B.Multibrand C.Line extension D.Brand extension E.New brand

brand extension

The branding strategy of launching a product or service as a national or store brand is considered a​ __________. A.brand positioning B.brand equity C.brand value D.​co-branding E.brand sponsorship

brand sponsorship

​__________ helps the seller to segment markets. A.Branding B.Product design C.Packaging D.Product quality E.Product style

branding

Which of the following is not considered one of the links in the service profit​ chain? A.Internal service quality B.Buyer-seller interaction C.Greater service value D.Satisfied and loyal customers E.Satisfied and productive service employees

buyer-seller interaction

Freedom from defects and consistency in delivering a targeted level of performance is an attribute of​ product's __________. A.packaging B.conformance quality C.labeling D.branding E.support services

conformance quality

typically, consumers put in minimum time and effort when buying products such as laundry detergent, candy, and fast food. These types of goods are classified as ____________ products.

convenience

Charles Revson started Revlon. He once said​ "We sell​ hope." Revson was defining the​ ______ of Revlon cosmetics. A.quality level B.augmented product C.branding D.core customer value E.design

core customer value

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

filling the line

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

industrial

Services marketing requires​ ________. This means that the service firm must orient and motivate its​ customer-contact employees and supporting service people to work as a team to provide customer satisfaction. A.the service firm to focus only on the customer B.internal marketing C.interactive marketing D.image differentiation E.external marketing

internal marketing

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

level and consistency

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

line extension

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

perishability

according to the text, what are the three levels on which brands can be positioned?

product attributes, desirable benefits, and beliefs and values

The number of items in a product line represents the​ __________ and the total number of product lines a company carries represents the​ __________. A.product mix​ depth; product line width B.product line​ length; product mix width C.product line​ width; product mix length D.product line​ length; product line width E.product mix​ length; product mix depth

product line​ length; product mix width

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

product mix width

Blood donations to the Red Cross are considered​ __________ products. A.shopping B.unsought C.industrial D.specialty E.convenience

unsought

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

variability

What are the four special service characteristics marketers must consider when designing marketing​ programs? A.​Tangibility, inseparability,​ variability, and perishability B.​Intangibility, inseparability,​ variability, and perishability C.​Intangibility, inseparability,​ variability, and substitutability D.​Tangibility, substitutability,​ variability, and conformity E.​Intangibility, inseparability,​ conformity, and perishability

​Intangibility, inseparability,​ variability, and perishability


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