Deck 7: Products, Services, and Brands: Building Customer Value

Question 1

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

A) Co-brands
B) Line extensions
C) Services
D) Pure products
E) Horizontal extensions

Answer 1

C

Question 2

Which statement about convenience products is most likely true?

A) They are distributed exclusively in only one or a few outlets per market area.
B) They are products that consumers rarely consider buying.
C) Luxury cars and designer clothes are examples of convenience products.
D) Consumers need to make special purchasing efforts to buy such products.
E) They are bought by consumers frequently and with minimal comparison.

Answer 2

E

Question 3

Silkskin Cosmetics is advertising its newest line of eye makeup. Made from all-natural ingredients, 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?

A) the natural ingredients
B) the Silkskin brand
C) the products' revolutionary packaging
D) the hypoallergenic properties of the products
E) the desire for having beautiful eyes

Answer 3

E

Question 4

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

A) factory
B) cement
C) generator
D) drill presses
E) coal

Question 5

Susan has been redecorating her new condo for a year. She is carefully selecting every item. Susan finds an oriental rug that matches her color scheme and décor perfectly and purchases it immediately without engaging in comparison shopping. This is an example of a(n)________.

A) shopping product
B) convenience product
C) specialty product
D) industrial product
E) capital product

Question 6

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

A) Unsought
B) Obsolete
C) Intangible
D) Convenience
E) Specialty

Question 7

Specialty products are consumer products and services that customers generally buy ________.

A) to conduct business
B) frequently and immediately
C) based on ready availability
D) without making comparisons
E) with minimal effort

Question 8

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

A) toothpaste
B) fast food
C) laundry detergent
D) television
E) candy

Question 9

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

A) candy
B) furniture
C) life insurance
D) automobile
E) refrigerator

Question 10

Howard Schultz, the founder of Starbucks, positioned his bistros as "a third place" between work and home where patrons could share and enjoy a cup of coffee with friends. This illustrates ________.

A) an actual product
B) a core customer value
C) simple bundling
D) an augmented product
E) complex bundling

Question 11

Major appliances, furniture, and clothing are typical examples of ________ products.

A) convenience
B) shopping
C) unsought
D) specialty
E) capital

Question 12

Laundry detergent, candy, magazines, and fast food are purchased frequently by customers. They are examples of ________ products.

A) unsought
B) shopping
C) convenience
D) specialty
E) industrial

Question 13

Consumer products that the buyer either does not know about or knows about but does not normally consider buying are referred to as ________ products.

A) convenience
B) unsought
C) specialty
D) shopping
E) industrial

Question 14

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

A) Shopping products tend to be less expensive than convenience products.
B) The existence of such products is generally unknown to consumers.
C) Shopping products are purchased less frequently than convenience products.
D) Consumers typically spend very little time comparing shopping products.
E) A life insurance policy is an example of a shopping product.

Question 15

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

A) factory
B) cement
C) crude petroleum
D) coal
E) paint

Question 16

Which of the following is a pure tangible good?

A) shampoo
B) a spa treatment
C) financial advice
D) a meal at a restaurant
E) a medical check-up

Question 17

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

A) furniture
B) laundry detergent
C) refrigerator
D) toothpaste
E) life insurance

Question 18

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

A) Shopping
B) Specialty
C) Capital
D) Convenience
E) Unsought

Question 19

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

A) Unsought products are consumer products and services that customers buy frequently.
B) Marketers use aggressive advertising to convince consumers to buy unsought products.
C) Unsought products are typically purchased for further processing by industrial manufacturers.
D) Compared to convenience products, unsought products are purchased more frequently.
E) Unsought products offer many unique characteristics to status-conscious consumers.

Question 20

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

A) Convenience
B) Capital
C) Unsought
D) Shopping
E) Secondary

Question 21

A product is defined as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.

Question 22

Consumers are generally willing to make more effort than usual to buy specialty products.

Question 23

Most major new innovations are unsought until consumers become aware of them through advertising.

Question 24

When buying unsought products, consumers spend considerable time and effort in gathering information and making comparisons.

Question 25

Shopping products are purchased more frequently than convenience products.

Question 26

The distinction between a consumer product and an industrial product is based on the purpose for which the product is purchased.

Question 27

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

A) segmented
B) vertical
C) organization
D) horizontal
E) diversified

Question 28

Life insurance is an example of a convenience product.

Question 29

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

A) person
B) green
C) non-profit
D) social
E) traditional

Question 30

Furniture is an example of a shopping product.

Question 31

Unsought products are consumer products that the consumer either does not know about or knows about but does not normally consider buying.

Question 32

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

A) coal
B) wheat
C) lumber
D) elevator
E) generator

Question 33

Specialty products are primarily purchased for use in conducting a business.

Question 34

A laptop that is purchased for a graphic design studio is considered an industrial product.

Question 35

Consumers rarely compare shopping products before purchasing them.

Question 36

An augmented product is a product that is built around the core benefit and actual product by offering additional consumer services and benefits.

Question 37

The augmented product is considered the basic level among the three levels of product.

Question 38

Cement is an example of an industrial product that is categorized under ________.

A) capital items
B) augmented products
C) supplies and services
D) materials and parts
E) shopping products

Question 39

Products include only tangible objects.

Question 40

Business advisory services such as legal or advertising are classified under which category of industrial products?

A) supplies and services
B) capital items
C) raw materials
D) materials and parts
E) specialty products

Question 41

Denta Clean's decision to add a whitening toothpaste to its current line of toothpastes is an example of product line ________.

A) stretching
B) widening
C) strengthening
D) mixing
E) filling

Question 42

Clorox sells five major product lines including cleaning, household, lifestyle, professional, and international. Together the product lines make up Clorox's ________.

A) product length
B) product mix
C) product depth
D) product consistency
E) product assemblage

Question 43

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

A) increase profits by dropping items
B) decrease costs by adding items
C) increase market share by dropping items
D) decrease costs by dropping items
E) increase profits by adding items

Question 44

What is a product? What are the three levels of a product?

Question 45

Corporate image marketing consists of activities undertaken to create, maintain, or change attitudes or behavior toward particular people.

Question 46

Product mix length refers to the ________.

A) number of versions offered for each product in the line
B) ways in which the various product lines are related
C) number of different product lines the company carries
D) total number of items a company carries within its product lines
E) total market share captured by the entire product line

Question 47

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

A) filling
B) strengthening
C) mixing
D) stretching
E) widening

Question 48

Product mix depth refers to the ________.

A) number of versions offered for each product in the line
B) ways in which the various product lines are related
C) number of different product lines the company carries
D) total number of items a company carries within its product lines
E) total market share captured by the entire product line

Question 49

Describe the various categories of industrial products with examples.

Question 50

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 ________.

A) franchising
B) line filling
C) two-way stretching
D) upward stretching
E) downward stretching

Question 51

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

A) labeling
B) positioning
C) licensing
D) packaging
E) branding

Question 52

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.

A) prototype
B) paradigm
C) framework
D) patent
E) brand

Question 53

Describe the various categories of consumer products with examples.

Question 54

Product mix width refers to the ________.

A) number of versions offered for each product in the line
B) ways in which the various product lines are related
C) number of different product lines the company carries
D) total number of items a company carries within its product lines
E) total market share captured by the entire product line

Question 55

Consistency of a product mix refers to the ________.

A) number of versions offered for each product in the line
B) ways in which the various product lines are related
C) number of different product lines the company carries
D) total number of items a company carries within its product lines
E) total market share captured by the entire product line

Question 56

Many companies are taking a ________ approach today, viewing quality as an investment and holding quality efforts accountable for bottom-line results.

A) return-on-quality
B) quality level
C) performance quality
D) conformance quality
E) total quality management

Question 57

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

A) decrease costs by adding items
B) increase market share by adding items
C) increase profits by dropping items
D) decrease costs by dropping items
E) increase profits by adding items

Question 58

What is organization marketing? Explain with the help of an example.

Question 59

In terms of packaging functions, Tiffany & Co.'s robin egg blue boxes ________.

A) are primarily used to hold and protect products
B) have created confusion in the marketplace
C) create immediate consumer recognition
D) deemphasize the importance of labels
E) stifle brand awareness and recognition

Question 60

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

A) cost to the company
B) performance in the market
C) benefits to the company
D) cost to the customers
E) benefits to the supplier

Question 61

What are the functions of product labels? What marketing role do labels play?

Question 62

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

A) healthy service profits and growth
B) satisfied and loyal customers
C) greater service value
D) satisfied and productive service employees
E) internal service quality

Question 63

Product line filling occurs when a company lengthens its product line beyond its current range.

Question 64

What are the two dimensions of product quality?

Question 65

World Skies' Flight 167 takes off at 50 percent capacity. The unoccupied seats cannot be stored for later sale or use. This is an example of which service characteristic?

A) tangibility
B) intangibility
C) perishability
D) variability
E) inseparability

Question 66

Service variability means that the quality of services does not depend on who provides them.

Question 67

Zappos recognizes the importance of the buyer-seller interaction. They only hire people with an innate "passion to serve" and they go through four weeks of customer loyalty training. This is referred to as ________ marketing.

A) horizontal
B) interactive
C) advocacy
D) social
E) internal

Question 68

A doctor performing hip surgery on a patient illustrates how a service can be produced and consumed simultaneously. This is an example of which service characteristic?

A) tangibility
B) intangibility
C) perishability
D) variability
E) inseparability

Question 69

Service variability means that ________.

A) the evaluation of services is subjective and changes from customer to customer
B) service quality depends on when, where, and how they are provided
C) services cannot be stored for later sale or use
D) services cannot be seen, tasted, felt, heard, or smelled before they are bought
E) services can be separated from their providers

Question 70

Branding has become so strong today that hardly anything goes unbranded.

Question 71

What are the two ways in which a company can extend its product line?

Question 72

Total quality management is an approach in which all of the company's people are involved in constantly improving the quality of products, services, and business processes.

Question 73

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

A) Services can be stored for later sale or use.
B) Service quality is not dependent on the provider.
C) Services can be easily separated from their providers.
D) Service industries vary greatly.
E) Demand fluctuation has little to no impact on service providers.

Question 74

What role does packaging play in the marketing of a product? How can packaging lead to an increase or decrease of sales? Provide examples to illustrate your response.

Question 75

Explain, with examples, the four characteristics of services that a company must consider when designing marketing programs.

Question 76

What is a brand? What are the advantages of branding?

Question 77

Orienting and motivating customer-contact employees to work as a team to provide customer satisfaction is known as social marketing.

Question 78

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

A) social
B) organizational
C) differentiated
D) internal
E) interactive

Question 79

Support services are an important part of a customer's overall brand experience.

Question 80

What is a product mix? What are the four dimensions of a product mix?