Chp 7

Which of the following is the lowest level on which marketers can position their brands in target customers' minds? A) product attributes B) product benefits C) beliefs and values D) after-sale services E) brand equity

A

________ is the differential effect that knowing the brand name has on customer response to the product and its marketing. A) Brand equity B) Brand differentiation C) Brand personality D) Brand knowledge E) Brand relevance

A

________ means that services cannot be stored for later sale or use. A) Service perishability B) Service intangibility C) Service inseparability D) Service variability E) Service consistency

A

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

A

________ occurs when two established brand names of different companies are used on the same product. A) Co-branding B) Market diversification C) Licensing D) Niche marketing E) Cannibalization

A

Costco's Kirkland Signature products are an example of a ________. A) generic brand B) private brand C) manufacturer's brand D) national brand E) support brand

B

________ 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) Megabranding B) Line extension C) Co-branding D) Internal marketing E) Interactive marketing

B

A good brand name should most likely be ________. A) conventional B) trendy C) distinctive D) long E) complex

C

A reputed cosmetic company in New York City added new product lines in order to increase its business. In other words, it ________. A) widened its product mix B) decreased its product line consistency C) engaged in market diversification D) engaged in social marketing E) lengthened its existing product line

A

Product mix ________ refers to the total number of items a company carries within its product lines. A) length B) consistency C) height D) width E) depth

A

Proton Corp. is an automobile manufacturer known for producing efficient, durable, and low-priced cars. Recently, the company launched a new range of luxury cars to broaden its market appeal and to add prestige to its existing line of cars. This is an example of ________. A) product line stretching B) social marketing C) product line filling D) internal marketing E) cannibalization

A

The major product line decision involve(s) ________, the number of items in the product line. A) product line length B) product line depth C) product features D) product line conformance E) product packaging

A

The strongest brands are positioned on ________. A) strong beliefs and values B) service inseparability C) product attributes D) good packaging E) desirable benefit

A

Which of the following strategies involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number one or number two market share positions with good growth prospects in their categories? A) megabrand strategies B) niche marketing strategies C) co-branding D) licensing E) social marketing strategies

A

________ involves the use of a successful brand name for new or modified products in a new category. A) A brand extension B) Co-branding C) A product line D) Cannibalization E) A line extension

A

________ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought. A) Service intangibility B) Service heterogeneity C) Service perishability D) Service variability E) Service inseparability

A

Alex Smith 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, Alex loses money. Which of the following characteristics of service is most likely the source of Alex's problem? A) variability B) perishability C) intangibility D) inconsistency E) inseparability

B

Service companies can differentiate their service delivery by ________. A) offering innovative product features B) having more able and reliable customer-contact people C) using symbols and logos D) instituting a hierarchical organizational structure E) de-emphasizing branding

B

Symmonds Inc., a company manufacturing breakfast cereals, has extended its special Crispo cereal brand into a full line of breakfast cereals plus protein shakes, fruit and sandwich spreads, butter, and doughnuts. This is an example of ________. A) co-branding B) brand extension C) cannibalization D) licensing E) line extension

B

Product mix ________ refers to the number of versions offered for each product in the line. A) width B) length C) depth D) height E) consistency

C

Which of the following actions is a restaurant owner most likely to take in order to reduce problems associated with service intangibility? A) increase entree prices after 6 p.m. B) provide clean tablecloths and fresh napkins for each new customer C) offer discounted prices for appetizers ordered during happy hour D) hold regular employee workshops focusing on customer service E) empower employees to handle customer complaints

B

Which of the following is a potential drawback of multibranding? A) Company resources are likely to be concentrated on a single brand. B) Each brand might obtain only a small market share, and none may be very profitable. C) Multibranding causes companies to refrain from product diversification. D) Multibranding tends to decrease brand loyalty. E) Multibranding curbs the growth opportunities of established brands.

B

Which of the following is true with regard to brand equity? A) The total financial value of a brand can be easily measured. B) High brand equity provides a company with many competitive advantages. C) Brand equity refers to how much consumers know about the brand. D) Positive brand equity derives from low brand esteem. E) A brand has positive brand equity if consumers react less favorably to it than to an unbranded version.

B

________ occurs when a company lengthens its product line beyond its current range. A) Co-branding B) Product line stretching C) Market diversification D) Niche marketing E) Product line filling

B

Product mix ________ refers to the number of different product lines the company carries. A) depth B) length C) width D) consistency E) height

C

Some companies obtain the rights to use the names or symbols previously created by other manufacturers for a fee. This process is known as ________. A) multibranding B) co-branding C) licensing D) positioning E) segmenting

C

The ________ requires sellers to provide detailed nutritional information on food products. A) Glass-Steagall Act B) Sherman Antitrust Act C) Nutritional Labeling and Educational Act of 1990 D) Commodity Futures Modernization Act of 2000 E) Federal Trade Commission Act of 1914

C

Through ________, a service firm orients and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction. A) corporate image marketing B) social marketing C) internal marketing D) service variability E) service inseparability

C

While advertising campaigns can help create name recognition, brand knowledge, and perhaps even some brand preference, brands are not maintained by advertising but by ________. A) brand sponsorships B) brand differentiation C) brand experiences D) brand awareness E) line extensions

C

________ means that service quality depends on the quality of buyer-seller interaction during the service encounter. A) Service differentiation B) Traditional external marketing C) Interactive marketing D) Service productivity E) Corporate image marketing

C

________ refers to how highly consumers regard and respect the brand. A) Brand relevance B) Brand conformance C) Brand esteem D) Brand differentiation E) Brand knowledge

C

According to the service profit chain, superior internal service quality results in ________. A) reduced after-sale services B) increased word-of-mouth sales C) negative brand equity of newly launched products D) more satisfied, loyal, and hardworking employees E) lesser service value

D

An increasing number of retailers and wholesalers have created their own ________, also called store brands. A) national brands B) generic brands C) multibrands D) private brands E) manufacturers' brands

D

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) depth B) length C) height D) consistency E) width

D

The customers of Parry's Hair Salon have noticed that the quality of a haircut depends on who provides it as well as when, where, and how the service is provided. Which of the following characteristics of service is evident in this instance? A) service distinction B) service perishability C) service inseparability D) service variability E) service intangibility

D

Tristan and Juliet, a newly married couple who intend to go to Egypt for their honeymoon, bought a Europe travel package on Jizo Inc., an online travel site. As they have never seen Europe or used the services of Jizo before, they were largely dependent on other customers' feedback and signals for service quality. Which of the following characteristics of service is highlighted in this instance? A) service distinction B) service inseparability C) service perishability D) service intangibility E) service variability

D

A ________ consists of all the product lines and items that a particular seller offers for sale. A) line extension B) value chain C) supply chain D) store brand E) product mix

E

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) multibrand B) new brand C) line extension D) private brand E) product line

E

After a brief stay at a luxury hotel in Paris, Benjamin Sanders noted that the hotel had kept every promise it made when he booked the room, meeting all his needs. He added that it was a "thoroughly comfortable and opulent experience." According to Young & Rubicam's Brand Asset Valuator, this reflects ________. A) brand differentiation B) brand valuation C) brand knowledge D) brand esteem E) brand relevance

E

Apollo Couriers, a company providing international express mail services, has a proactive customer communications team. The primary job of this team is to identify situations that led to customer dissatisfaction, and then provide quick remedies to fix the problems. This has helped Apollo in winning customer loyalty to a great extent. In this instance, Apollo has benefitted from ________. A) place marketing B) multibranding C) co-branding D) product differentiation E) good service recovery

E

Blue Fin canned tuna has higher sales than its unbranded rival, even though the unbranded tuna costs $0.45 less per can than BlueFin tuna. BlueFin most likely has ________. A) low brand relevance B) an aggressive brand personality C) negative brand equity D) no brand commitment E) high brand equity

E

Gainville Inc. manufactures android phones. Each new Gainville phone launch advances the cause of democratizing technology. Gainville, an expert in fostering customer community, engages customers at a deep, emotional level, and has been ranked one of the Breakaway Brands by the brand consultancy Kendell Associates. Gainville is most likely positioned on ________. A) basic product attributes B) Service variability C) short-term benefits D) self-image enhancement E) strong beliefs and values

E

The first step in designing support services is to ________. A) closely observe the product and pricing strategies of consumers B) encourage customers to try new products C) add new services that will both delight customers and yield profits to the company D) prevent brand dilution E) survey customers to assess the value of current services and obtain ideas for new ones

E

The fundamental asset underlying brand equity is ________, the value of customer relationships that the brand creates. A) the product experience B) Service variability C) the customer mix D) the service encounter E) customer equity

E

Titan Inc., an automobile manufacturer based in Utah, recently added two new models to its existing line of sedans in order to increase profits and satisfy dealers. This is an example of ________. A) person marketing B) market diversification C) negative brand equity D) social marketing E) line filling

E

Which of the following is an advantage offered by co-branding? A) Co-branding dilutes brand equity and increases the appeal of store brands. B) Manufacturers do not have to invest in creating their own brand names with co-branding. C) Co-branding does not involve complex legal contracts and licenses. D) Co-branding allows retailers to sell exclusive products that cannot be purchased from competitors. E) Co-branding allows a company to expand its existing brand into a category it might otherwise have difficulty entering alone.

E

Which of the following is one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength? A) brand conformance B) brand convenience C) brand extension D) brand consistency E) brand relevance

E

Which of the following is true with regard to store brands? A) Store brands have been declining in popularity and strength for more than two decades. B) Store brands are also known as national brands. C) Store brands are growing far slower than manufacturer's brands. D) Increasing consumer distrust toward store brands has led to a store-brand slump. E) Store brands are created and owned by resellers of a product or service.

E

________ involves adding more items within the present range of the product line. A) Downward product line stretching B) Brand extension C) Upward product line stretching D) Market diversification E) Product line filling

E

________ refers to how consumers feel if a brand meets their needs. A) Brand esteem B) Brand dilution C) Brand differentiation D) Brand equity E) Brand relevance

E

________ represent(s) consumers' perceptions and feelings about a product and its performance. A) Design B) Labeling C) Product attributes D) Product lines E) Brands

E