Marketing exam ch. 7

Orienting and motivating customer-contact employees and supporting service people to work as a team to provide customer satisfaction is known as ________ marketing.

internal

Which link in the service chain emphasizes superior employee selection and training?

internal service quality

Which packaging component identifies the product or brand?

label

________ occurs when a company uses its existing brand name for new forms, colors, sizes, ingredients, or flavors of an existing product category.

Line extension

Which of the following statements is most likely true about unsought products?

Marketers use aggressive advertising to convince consumers to buy unsought products.

________ refer to a form of product that consists of activities, benefits, or satisfactionsoffered for sale that are essentially intangible.

Services

________ products are less frequently purchased consumer products and services thatcustomers compare carefully on suitability, quality, price, and style.

Shopping

Which of the following is most likely a true statement about shopping products?

Shopping products are purchased less frequently than convenience products.

________ products are consumer products and services with unique characteristics orbrand identifications for which a significant group of buyers is willing to make more effort than usual to purchase.

Specialty

Which of the following is a desirable quality for a brand name?

The name should translate easily into foreign languages.

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

Expanding a product line by adding more items within the present range of the line is known as product line ________.

filling

A product line is most likely too short if managers can ________.

increase profits by adding items

A product line is most likely too long if managers can ________.

increase profits by dropping items

The dependence of service quality on the quality of the buyer—seller communication during the service encounter is referred to as ________ marketing.

interactive

Which of the following is an example of an unsought product?

life insurance

Sweet & Cream, a popular frozen yogurt chain, attracts new customers by adding new flavors to its famous frozen yogurt product line. In this case, the company has developed its brand with ________.

line extensions

Service variability means that ________.

service quality depends on when, where, and how they are provided

Service inseparability means that ________.

services become a part of their providers, whether the providers are people or machines

Service perishability means that ________.

services cannot be stored for later sale or use

Which of the following is a pure tangible good?

shampoo

A refrigerator is an example of a(n) ________ product.

shopping

Which of the following terms best describes the process of designing and producing acontainer or wrapper for a product?

packaging

A product mix is also known as a product ________.

portfolio

Store brands are also known as ________ 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

Which of the following characteristics of a product is defined as "freedom from defects"?

quality

The use of traditional business marketing concepts and tools to create behaviors that will create individual and societal well-being is called ________ marketing.

social

Lengthening a product line beyond its current range is referred to as product line ________.

stretching

Which category of industrial products includes repair and maintenance?

supplies and services

Which of the following is an example of a shopping product?

television

Silkskin Cosmetics is advertising its newest line of eye makeup. Made from all-naturalingredients, 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 an example of a convenience product?

candy

Which of the following is an industrial product categorized under materials and parts?

cement

Which of the following is an industrial product categorized under supplies and services?

coal

Which of the following is most likely a true statement about services?

A service is intangible before it is purchased

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

________ involves using an existing brand name for a new product category

Brand extension

________ occurs when two established brand names of different companies are used on the same product.

Co-branding

________ products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.

Convenience

A laundry detergent that consumers purchase frequently, with minimum comparisons, is an example of a(n) ________ product.

convenience

Which of the following types of products are generally priced the lowest?

convenience products

A company adding new features to a product will most likely compare each feature's value to customers with its ________.

cost to the company

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

Brand ________ is the differential effect that knowing the brand name has on customer response to the product and its marketing.

equity

Which of the following is an example of an industrial product grouped under capital items?

factory

Iron ore 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

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

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

A&B's Smarter Planet campaign markets A&B as a company that provides innovativesolutions that improve the world's IQ. This activity of A&B is an example of ________ marketing.

organization

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

Which of the following would be considered part of an augmented product rather than that of an actual product or core customer value?

warranty

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

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.

Which statement about convenience products is most likely true?

They are bought by consumers frequently and with minimal comparison.

Product mix length refers to the ________.

total number of items a company carries within its product lines