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

Question 1

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

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

Answer 1

D

Question 2

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

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

Answer 2

A

Question 3

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

A) Sun Life life insurance
B) Ford Mustang automobile
C) M&M's Candy
D) LG refrigerator
E) Sklar Peppler furniture

Answer 3

C

Question 4

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) Specialty
C) Obsolete
D) Intangible
E) Convenience

Question 5

Product planners must build a(n) product around the core benefit and actual product by offering additional consumer services and benefits.

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

Question 6

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

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

Question 7

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

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

Question 8

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

Question 9

Which statement about convenience products is most likely true?

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

Question 10

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

A) Colgate toothpaste
B) Tide laundry detergent
C) A&W fast food
D) Samsung television
E) Yummy brand candy

Question 11

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

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

Question 12

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

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

Question 13

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

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

Question 14

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 desire for having beautiful eyes
D) the products' revolutionary packaging
E) the hypoallergenic properties of the products

Question 15

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

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

Question 16

Which of the following is a pure tangible good?

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

Question 17

Harley-Davidson disciples share a common, deeply held attraction to the brand. Harley appeals include: freedom, independence, power, and authenticity. Harley-Davidson doesn't just sell motorcycles. It sells self-expression, lifestyles, aspirations, and dreams. This illustrates .

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

Question 18

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

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

Question 19

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

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

Question 20

Kuka Robotics Canada manufactures and sells robots to be used on assembly lines. This is an example of .

A) unsought products
B) industrial products as capital items
C) industrial products as supplies
D) industrial products as materials and parts
E) intangible goods

Question 21

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

Question 22

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

Question 23

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

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

Question 24

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

Question 25

Products include only tangible objects.

Question 26

Place marketing involves activities undertaken to create, maintain, or change attitudes or behavior toward particular places.

Question 27

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

Question 28

The province of Newfoundland-Labrador has run very successful advertisements which draw attention to the province as a unique and vibrant tourist destination. This is an example of .

A) ideas marketing
B) in person marketing
C) benefits marketing
D) place marketing
E) organization marketing

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

Question 30

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

Question 31

Consumers rarely compare shopping products before purchasing them.

Question 32

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

Question 33

Life insurance is an example of a convenience product.

Question 34

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 35

Shopping products are purchased more frequently than convenience products.

Question 36

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

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

Question 37

Ideas can't be marketed.

Question 38

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

Question 39

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

Question 40

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

Question 41

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

Question 42

Which of the following is NOT an example of a product line?

A) Lexus models IS 300, ES 350, LC 500 automobiles
B) Tide Concentrate, Tide HE, Tide Power pods laundry detergent
C) McDonalds Big Mac, Quarter Pounder, Fillet-O-Fish
D) Colgate toothpaste, Irish spring soap, Speed stick deodarant
E) They are all examples of product lines

Question 43

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

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

Question 44

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 45

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 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

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

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

Question 48

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

Question 49

In 2020, Tim Horton's announced that it was going back to basics, backing away from an increasingly long menu that confused customers and slowed production and output. This product line reduction is being pursued
Because managers can .

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

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

Question 51

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

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

Question 52

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

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

Question 53

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

Question 54

Describe the various categories of industrial products with examples.

Question 55

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

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

Question 56

Describe the various categories of consumer products with examples.

Question 57

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 58

simply describes the appearance of a product.

A) Style
B) Filling
C) Widening
D) Strengthening
E) Mixing

Question 59

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

Question 60

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

Question 61

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

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

Question 62

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

Question 63

A product label gives information about the product but does not can promote the brand and engage customers.

Question 64

At Four Seasons Hotels and Resorts, creating delighted customers involves much more than just crafting a lofty customer-focused marketing strategy. At Four Seasons, it all starts with .

A) easy check in
B) satisfied employees
C) comfortable beds
D) world class restaurants
E) low prices

Question 65

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

Question 66

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 67

Consumers view a brand as an important part of a product, and branding can add value to a consumer's purchase.

Question 68

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 69

Service variability means that _ _.

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

Question 70

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

Question 71

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

Question 72

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

Question 73

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

Question 74

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

Question 75

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

Question 76

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

Question 77

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

Question 78

What are the two dimensions of product quality?

Question 79

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

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

Question 80

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