Deck 8: Products,Services,and Brands: Building Customer Value

Question 1

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) actual product
B) augmented product
C) core customer value
D) co-branding
E) exchange

Answer 1

core customer value

Question 2

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) market offering
B) brand equity
C) brand extension
D) co-branding
E) value chain

Answer 2

market offering

Question 3

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) private brand
B) service variability
C) service
D) product
E) service encounter

Answer 3

product

Question 4

To differentiate themselves,many companies go beyond offering products and services; they are also creating and managing customer ________.

A) feedback
B) experiences
C) brands
D) product lines
E) events

Question 5

________ are those products purchased for further processing or for use in conducting a business.

A) Unsought products
B) Specialty products
C) Shopping products
D) Industrial products
E) Accessories

Question 6

________ 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) Line extensions
B) Services
C) Brands
D) Consumer products
E) Supplements

Question 7

________ involves activities undertaken to create,maintain,or change attitudes toward particular cities,states,and regions.

A) Idea marketing
B) Place marketing
C) Organization marketing
D) Social marketing
E) Interactive marketing

Question 8

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) industrial products
B) specialty products
C) supplies and services
D) materials and parts
E) convenience products

Question 9

________ are products and services bought by final consumers for personal consumption.These include convenience products,shopping products,specialty products,and unsought products.

A) Services
B) Consumer products
C) Line extensions
D) Industrial products
E) Straight extensions

Question 10

Paper,pencils,paint,nails,and brooms are examples of ________.

A) supplies
B) capital items
C) raw materials
D) specialty products
E) installations

Question 11

The third level of a product that product planners must consider is a(n)________ that offers additional consumer services and benefits.

A) brand equity
B) augmented product
C) brand extension
D) industrial product
E) image

Question 12

________ 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) Specialty products
B) Line extensions
C) Unsought products
D) Shopping products
E) Staples

Question 13

________ are industrial products that aid in the buyer's production or operations,including installations and accessory equipment.

A) Materials
B) Parts
C) Capital items
D) Specialty items
E) Supplies

Question 14

________ 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) Shopping products
B) Convenience products
C) Unsought products
D) Industrial products
E) Line extensions

Question 15

________ consists of activities undertaken to create,maintain,or change attitudes toward particular people.

A) Corporate image marketing
B) Person marketing
C) Social marketing
D) Organization marketing
E) Intermarket marketing

Question 16

Which of the following capital items is NOT considered accessory equipment?

A) buildings
B) hand tools
C) lift trucks
D) desks
E) chairs

Question 17

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) consumers
B) industrial users
C) brand extensions
D) co-branders
E) wholesalers

Question 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) Internal marketing
D) Service variability
E) Intelligence marketing

Question 19

Which of the following does NOT belong to the materials and parts group of industrial products?

A) farm products such as wheat
B) natural products such as iron ore
C) repair and maintenance items
D) petroleum
E) lumber

Question 20

________ 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) Unsought products
C) Specialty products
D) Industrial products
E) Line extensions

Question 21

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) convenience product
E) product bandwidth

Question 22

________ also describe several things about the product-who made it,where it was made,when it was made,its contents,how it is to be used,and how to use it safely.

A) Branding
B) Packaging
C) Labeling
D) Product line filling
E) Product mixing

Question 23

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

A) Product quality
B) Brand equity
C) Total quality management
D) Branding
E) Positioning

Question 24

Many companies now use a combination of phone,email,fax,Internet,and other technologies to provide ________.

A) labeling information
B) brand equity
C) support services
D) packaging advantages
E) product mixes

Question 25

Companies are realizing the power of good ________ to create instant consumer recognition of the company or brand.

A) branding
B) packaging
C) product mix
D) service
E) product line

Question 26

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) service
B) brand
C) co-branding
D) internal marketing
E) external marketing

Question 27

Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance?

A) value
B) product
C) level
D) conformance
E) design

Question 28

________ involves designing and producing the container or wrapper for a product.

A) Packaging
B) Leveling
C) Servicing
D) Branding
E) Labeling

Question 29

A company can expand its product line in one of two common ways.Which of the following is one of those ways?

A) internal marketing
B) line filling
C) product mixing
D) social marketing
E) line mixing

Question 30

An alternative to product line stretching is ________,adding more items within the present range of the line.

A) product mixing
B) interactive marketing
C) product line filling
D) co-branding
E) service marketing

Question 31

Public health campaigns to reduce alcoholism,drug abuse,smoking,and obesity are all examples of ________.

A) specialty products
B) social marketing
C) shopping products
D) consumer products
E) responsibility marketing

Question 32

_____ stands for Lifestyle Of Health And Sustainability.

A) LIHAS
B) LOHAS
C) LIOHAS
D) LSOHAS
E) LHS

Question 33

What are the two dimensions of product quality?

A) consistency and level
B) performance and resistance
C) design and innovation
D) conformance and style
E) feature and design

Question 34

________ contributes to a product's usefulness as well as to its looks.

A) Style
B) Design
C) Conformance quality
D) Brand
E) Functionality

Question 35

A sensational ________ may grab attention and produce pleasing aesthetics,but it does not necessarily improve a product's performance.

A) design
B) style
C) experience
D) service-profit chain
E) augmented product

Question 36

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) line extension
B) portfolio
C) label
D) copyright
E) package

Question 37

________ 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) Packaging
B) Product quality
C) Total quality management
D) Specialty product marketing
E) Positioning

Question 38

________ 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) Unsought product marketing
B) Internal marketing
C) Social marketing
D) Product line
E) Interactive marketing

Question 39

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) package labeling
B) product attributes
C) support services
D) product mixes
E) marketing tools

Question 40

The major product line decision involves ________.

A) line equity
B) product line depth
C) product line conformance
D) product line length
E) product packaging

Question 41

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) service inseparability
B) service intangibility
C) service variability
D) internal marketing
E) external marketing

Question 42

Brands are not maintained by advertising,but by the brand __________.

A) brand differentiation
B) brand knowledge
C) brand experience
D) brand esteem
E) brand relevance

Question 43

A company can increase its business in four ways.Which is NOT one of these ways?

A) It can add new product lines, thus widening its product mix.
B) It can lengthen its existing product lines.
C) It can add more versions of each product and thus deepen its product mix.
D) It can discontinue some of its lines.
E) It can increase the consistency of its product mix.

Question 44

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

Question 45

A(n)________ represents consumers' perceptions and feelings about a product and its performance.

A) product line
B) experience
C) brand
D) service
E) attribute

Question 46

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) internal service quality
B) evidence management
C) satisfied and productive service employees
D) satisfied and loyal customers
E) healthy service profits and growth

Question 47

________ means that service quality depends on the quality of buyer-seller interaction during the service encounter.

A) Interactive marketing
B) Service differentiation
C) Service productivity
D) Internal marketing
E) External marketing

Question 48

Some analysts see ________ as the major enduring asset of a company,outlasting the company's specific products and facilities.

A) brands
B) experiences
C) benefits
D) services
E) staples

Question 49

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

Question 50

The fundamental asset underlying brand equity is ________ ,the value of the customer relationships that the brand creates.

A) the customer mix
B) customer equity
C) the product experience
D) service variability
E) the service encounter

Question 51

Service providers must consider four special characteristics when designing marketing programs.Which is NOT one of these characteristics?

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

Question 52

A ________ consists of all the product lines and items that a particular seller offers for sale.

A) product mix
B) brand line
C) consumer mix
D) packaging mix
E) line extension

Question 53

________ means that services cannot be separated from their providers,whether the providers are people or machines.

A) Service intangibility
B) Service inseparability
C) Service variability
D) Service perishability
E) Service heterogeneity

Question 54

________ means that services cannot be seen,tasted,felt,heard,or smelled before they are bought.

A) Service inseparability
B) Service variability
C) Service intangibility
D) Service perishability
E) Service heterogeneity

Question 55

Product mix ________ refers to the total number of items a company carries within its product lines.

A) length
B) depth
C) height
D) width
E) perimeter

Question 56

The total financial value of a brand is estimated through the process of brand ________.

A) differentiation
B) valuation
C) extension
D) positioning
E) equity

Question 57

Product mix ________ refers to the number of different product lines the company carries.

A) length
B) height
C) width
D) perimeter
E) depth

Question 58

Which of the following is the lowest level on which marketers can position their brands in target customers' minds?

A) interactive marketing
B) internal marketing
C) product attributes
D) strong beliefs and values
E) added service

Question 59

All of the following are methods for developing a differentiated service offer,delivery,or image EXCEPT ________.

A) offering innovative features
B) increasing the quantity of service by giving up some durability
C) having more reliable customer-contact people
D) developing symbols and branding
E) designing a superior delivery process

Question 60

When a company lengthens its product line beyond its current range,it is ________.

A) product line filling
B) product line stretching
C) product mixing
D) increasing product depth
E) building product equity

Question 61

Which of the following is NOT a desirable quality for a brand name?

A) It should suggest something about the product's benefits and qualities.
B) It should be easy to pronounce, recognize, and remember.
C) The brand should almost always be a long word to get attention.
D) The name should translate easily into foreign languages.
E) It should be distinctive.

Question 62

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) megabrand
B) service inseparability
C) social marketing
D) unsought product
E) undifferentiated

Question 63

A ________ involves the use of a successful brand name to launch new or modified products in a new category.

A) line extension
B) product line
C) brand extension
D) private brand
E) brand symbol

Question 64

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) convenience
B) unsought
C) specialty
D) shopping
E) augmented

Question 65

________ 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) A line extension
B) A brand extension
C) Interactive marketing
D) Service variability
E) Service intangibility

Question 66

Which of the following is a potential drawback of multi-branding?

A) Consumers may become confused about the image of the main brand.
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's resources may be spread over too many brands.
E) The company can occupy more retail shelf space.

Question 67

The strongest brands go beyond attributes or benefit positioning; they are positioned on ________.

A) desirable benefit
B) good packaging
C) service inseparability
D) strong beliefs and values
E) customer image

Question 68

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

A) A brand extension
B) Brand equity
C) Co-branding
D) Internal marketing
E) Cannibalization

Question 69

A company has four choices when it comes to developing brands.What is NOT one of those choices?

A) line extension
B) brand extension
C) multi-brands
D) width and depth extension
E) new brands

Question 70

Although most manufacturers create their own _____ names,others market _______ brands.

A) national; manufacturer's
B) store; private
C) national; private
D) brand; licensed
E) private; distributor

Question 71

When the Twin Six Cafe provides gourmet menu options to its customers,as well as impeccable service-which even allows customers to hand-select their own cuts of meat,________ is/are evident.

A) only an actual product
B) only an augmented product
C) only a core benefit
D) both a core benefit and an actual product
E) a core benefit, an actual product, and an augmented product

Question 72

Which of the following product offerings is intangible?

A) fish for an aquarium
B) refillable ink cartridges for a computer printer
C) a mink coat
D) a meal at a fast-food restaurant
E) a limousine ride

Question 73

Major brand marketers often spend huge amounts on advertising to create brand ________ and to build preference and loyalty.

A) extension
B) awareness
C) packaging
D) internal marketing
E) networking

Question 74

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) market
C) package
D) brand
E) license

Question 75

An increasing number of retailers and wholesalers have created their own ________,also called store brands.

A) manufacturers' brands
B) private brands
C) national brands
D) generic brands
E) multi-brands

Question 76

Which of the following is an advantage offered by co-branding?

A) Manufacturers do not have to invest in creating their own brand names.
B) Retailers have exclusive products that cannot be purchased from competitors.
C) A company can expand its existing brand into a category it otherwise might have difficulty entering alone.
D) Advertising, sales, promotion, and marketing must be carefully coordinated.
E) Brand equity is stabilized.

Question 77

A Lamborghini automobile,for example,is a ______________ because buyers are usually willing to travel great distances to buy one.

A) convenience product
B) shopping product
C) specialty product
D) service
E) product attribute

Question 78

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) marketing experience
B) line extensions
C) brand experience
D) product mix
E) service recovery

Question 79

You have an upset stomach.Your spouse rushes to the corner convenience store for a bottle of Eno.This product is a(n)________ product.

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

Question 80

All of the following are a manufacturer's sponsorship options for a product EXCEPT ________.

A) manufacturer's brand
B) multi-brands
C) private brand
D) licensed brand
E) co-branding