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

Question 1

________ are 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 of the following statements is true of specialty products?

A)Specialty products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.
B)Typically, specialty products are more frequently purchased than convenience products.
C)Specialty products generally have lower prices than convenience products.
D)Buyers normally do not compare specialty products.
E)A life insurance policy is an example of a specialty product.

Answer 2

D

Question 3

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

A)Convenience
B)Unsought
C)Transactional
D)Shopping
E)Peripheral

Answer 3

B

Question 4

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

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

Question 5

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

A)product quality
B)warranty
C)brand name
D)design
E)packaging

Question 6

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

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

Question 7

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 it easier to apply to the skin.Which of the following is the core product 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 possibility of having beautiful eyes

Question 8

A laundry detergent is most likely to be an example of a(n)________ product.

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

Question 9

Which of the following statements is true of unsought products?

A)Unsought products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.
B)A life insurance policy is an example of an unsought product.
C)Unsought products have strong brand identification for which a significant group of buyers is willing to make a special purchase effort.
D)As compared to convenience products, unsought products are purchased more frequently.
E)Unsought products are those products purchased for further processing or for use in conducting a business.

Question 10

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 11

________ products are distributed exclusively in only one or a few outlets per market area and they have unique characteristics or brand identification.

A)Unsought
B)Tertiary
C)Transactional
D)Convenience
E)Specialty

Question 12

Which of the following statements is most likely to be true of convenience product?

A)A convenience product is distributed exclusively in only one or a few outlets per market area.
B)A convenience product is a product about which a consumer knows but does not normally consider buying it.
C)A Lamborghini automobile is an example of a convenience product.
D)A convenience product usually has a higher price than a specialty product.
E)It is bought by consumers with minimal comparison and buying effort.

Question 13

A refrigerator is most likely to be an example of a(n)________ product.

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

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 it easier to apply to the skin.Which of the following would be considered the augmented product for Silkskin's line of eye makeup?

A)the natural ingredients
B)after-sales beauty advice offered by Silkskin
C)the products revolutionary packaging
D)the hypoallergenic properties of the products
E)the Silkskin brand

Question 15

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

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

Question 16

Which of the following is most likely to be an example of a convenience product?

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

Question 17

Which of the following types of products is likely to the priced the lowest?

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

Question 18

Which of the following is most likely to be an example of a shopping product?

A)toothpaste
B)life insurance
C)laundry detergent
D)television
E)candy

Question 19

Which of the following statements is most likely to be true regarding a shopping product?

A)It tends to have a lower price than a convenience product.
B)A toothpaste is an example of a shopping product.
C)As compared to convenience products, shopping products are purchased less frequently.
D)Consumers buy shopping products with minimal comparison and buying effort.
E)A life insurance policy is an example of a shopping product.

Question 20

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

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

Question 21

Which of the following is an industrial product in the category of supplies and services?

A)coal
B)computer
C)fax machine
D)elevator
E)generator

Question 22

Product mix length refers to ________.

A)the number of versions offered for each product in the line
B)how closely related the various product lines are in end use, production requirements, distribution channels, or some other way
C)the number of different product lines the company carries
D)the total number of items a company carries within its product lines
E)the total market share captured by the entire product line

Question 23

A product mix is also known as a product ________.

A)umbrella
B)portfolio
C)aggregation
D)cluster
E)assemblage

Question 24

A company lengthening its product line by adding low-end products is an example of product line ________.

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

Question 25

A(n)________ 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)attribute
E)brand

Question 26

Product line ________ involves adding more items within the present range of the line.

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

Question 27

The use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well-being and that of their community is called ________ marketing.

A)advocacy
B)associative
C)organizational
D)social
E)integrative

Question 28

The paint used to paint an office is an example of an industrial product that is most likely to fall in the category of ________.

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

Question 29

Which of the following is true of convenience products?

A)Convenience products are distributed extensively, in as many locations as possible.
B)Convenience products are primarily sold through personal selling and direct marketing rather than advertising.
C)Convenience products are generally more expensive than shopping or specialty products.
D)Convenience products follow the exclusive distribution format.
E)Convenience products include appliances such as computers or washing machines.

Question 30

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

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

Question 31

Product mix depth refers to ________.

A)the number of versions offered for each product in the line
B)how closely related the various product lines are in end use, production requirements, distribution channels, or some other way
C)the number of different product lines the company carries
D)the total number of items a company carries within its product lines
E)the total market share captured by the entire product line

Question 32

Product mix width refers to ________.

A)the number of versions offered for each product in the line
B)how closely related the various product lines are in end use, production requirements, distribution channels, or some other way
C)the number of different product lines the company carries
D)the total number of items a company carries within its product lines
E)the total market share captured by the entire product line

Question 33

Which of the following is an industrial product in the category of capital items?

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

Question 34

The consistency of the product mix refers to ________.

A)the number of versions offered for each product in the line
B)how closely related the various product lines are in end use, production requirements, distribution channels, or some other way
C)the number of different product lines the company carries
D)the total number of items a company carries within its product lines
E)the total market share captured by the entire product line

Question 35

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

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

Question 36

Which of the following terms best describes 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 types of outlets,or fall within given price ranges?

A)product umbrella
B)product assemblage
C)product line
D)product congregation
E)product cluster

Question 37

A product line is considered to be too long if the manager can ________.

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

Question 38

Which of the following is an industrial product that falls under the category of materials and parts?

A)factory
B)cement
C)generator
D)lubricant
E)coal

Question 39

A product line is considered to be too short if the manager 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 40

Iron ore is an example of an industrial product that is most likely to come in the category of ________.

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

Question 41

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

A)The name should be difficult to pronounce.
B)The name should be a word used in day-to-day life rather than being distinctive.
C)The name should not suggest anything about the product quality.
D)The name should translate easily into foreign languages.
E)The name should not be extendable.

Question 42

Electronics company Sony sells its products under its own brand name.Thus,Sony is a ________ brand.

A)licensed
B)private
C)store
D)national
E)distributor

Question 43

Service perishability means that ________.

A)evaluation of services is subjective and it changes from customer to customer
B)the quality of services depends on who provides them as well as 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 cannot be separated from their providers, whether the providers are people or machines

Question 44

Store brands are also known as ________ brands.

A)national
B)manufacturer's
C)private
D)extended
E)licensed

Question 45

BerryBerry is a fruit juice company that has traditionally sold five varieties of mixed-fruit juices: DazzleBerry,AquaBerry,MangoBerry,FuschiaBerry,and GloBerry.The company wants to add more products to its lineup.Which of the following is an example of co-branding?

A)The company introduces BerryBliss, a dried berry snack mix for kids.
B)BerryBerry adds a new fruit juice flavor: TangyBerry.
C)The company introduces a line of flavored milk and yoghurt under the Goodness brand.
D)The company creates a new brand, NatureFresh, for a line of cosmetics based on fruit flavors and colors.
E)BerryBerry teams up with sporting goods company SFX to introduce a line of energy bars called BerryBerry SFX.

Question 46

The service profit chain consists of five links.Which of the following is one of these five links?

A)increased service inseparability
B)decreased cost
C)broader service mix
D)increased service variability
E)satisfied and loyal customers

Question 47

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

A)capital
B)stake
C)wealth
D)credit
E)equity

Question 48

Service inseparability means that ________.

A)evaluation of services is subjective and it changes from customer to customer
B)the quality of services depends on who provides them as well as 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 cannot be separated from their providers, whether the providers are people or machines

Question 49

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

A)Aggregated branding
B)Co-branding
C)Private branding
D)Multibranding
E)Clustered branding

Question 50

BerryBerry is a fruit juice company that has traditionally sold five varieties of mixed-fruit juices: DazzleBerry,AquaBerry,MangoBerry,FuschiaBerry,and GloBerry.The company wants to add more products to its lineup.Which of the following would be a brand extension for BerryBerry?

A)The company introduces BerryBliss, a dried berry snack mix for kids.
B)BerryBerry adds a new fruit juice flavor: TangyBerry.
C)The company introduces a line of flavored milk and yoghurt under the Goodness brand.
D)The company creates a new brand, NatureFresh, for a line of cosmetics based on fruit flavors and colors.
E)BerryBerry teams up with sporting goods company SFX to introduce a line of energy bars called BerryBerry SFX.

Question 51

Service variability means that ________.

A)evaluation of services is subjective and it changes from customer to customer
B)the quality of services depends on who provides them as well as 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 cannot be separated from their providers, whether the providers are people or machines

Question 52

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

A)Line extension
B)Co-branding
C)Private labeling
D)Brand extension
E)Clustered branding

Question 53

Service intangibility means that ________.

A)services cannot be separated from their providers, whether the providers are people or machines
B)the quality of services depends on who provides them as well as 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)evaluation of services is subjective and it changes from customer to customer

Question 54

Which of the following brands is positioned based on product attributes?

A)Trowbridge Homestays: Where you feel at home
B)Berglee's Breakfast Cereals: Blending nutrition and great taste
C)DMX Bikes: All performance, all the time
D)McAdams Financial Services: Accuracy and Integrity
E)Reed Watches: When it's Time for Business

Question 55

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

A)Line extension
B)Co-branding
C)Private labeling
D)Brand extension
E)Clustered branding

Question 56

Training service employees in the fine art of communicating with customers to satisfy their needs is known as ________ marketing.

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

Question 57

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

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

Question 58

Which of the following is an example of licensing?

A)Electronics company DMX acquires a smaller company and begins to sell all its products under the DMX brand.
B)Fruit juice company BerryBerry uses a cartoon character to market its line of children's products, paying the creator of the character a fee.
C)Sporting goods company XLC sponsors a number of top athletes in various sports, and also hosts the XLC Sporting Achievement Awards.
D)Bicycle manufacturer ZetaBike teams up with sports drink producer VitaWater to introduce ZetaVita, an energy drink.
E)Retail chain Mason's sells a number of different products from different manufacturers under its store brand, Mason's.

Question 59

BerryBerry is a fruit juice company that has traditionally sold five varieties of mixed-fruit juices: DazzleBerry,AquaBerry,MangoBerry,FuschiaBerry,and GloBerry.The company wants to add more products to its lineup.Which of the following would be a line extension for BerryBerry?

A)The company introduces BerryBliss, a dried berry snack mix for kids.
B)BerryBerry adds a new fruit juice flavor: TangyBerry.
C)The company introduces a line of flavored milk and yoghurt under the Goodness brand.
D)The company creates a new brand for a line of cosmetics based on fruit flavors and colors.
E)BerryBerry teams up with sporting goods company SFX to introduce a line of energy bars called BerryBerry SFX.

Question 60

BerryBerry is a fruit juice company that has traditionally sold five varieties of mixed-fruit juices: DazzleBerry,AquaBerry,MangoBerry,FuschiaBerry,and GloBerry.The company wants to add more products to its lineup.Which of the following would indicate that BerryBerry follows a multibranding strategy?

A)The company introduces BerryBliss, a dried berry snack mix for kids.
B)BerryBerry adds a new fruit juice flavor: TangyBerry.
C)The company introduces a line of flavored milk and yoghurt under the Goodness brand.
D)The company creates a new brand, NatureFresh, for a line of cosmetics based on fruit flavors and colors.
E)BerryBerry teams up with sporting goods company SFX to introduce a line of energy bars called BerryBerry SFX.

Question 61

A preplanned funeral service is an example of an unsought product.

Question 62

Industrial products are classified as convenience products,shopping products,specialty products,and unsought products.

Question 63

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

Question 64

When buying convenience products and services,consumers spend a lot of time and effort in gathering information and making comparisons.

Question 65

In the case of industrial products in the category of materials and parts,branding and advertising tend to be more important marketing factors than price and service.

Question 66

Shopping product marketers usually distribute their products through fewer outlets but provide deeper sales support to help customers in their comparison efforts.

Question 67

A brand is a name,term,sign,symbol,or design,or a combination of these,that identifies the maker or seller of a product or service.

Question 68

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

Question 69

Life insurance is an example of a convenience product.

Question 70

Services 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.

Question 71

Furniture is an example of a shopping product.

Question 72

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

Question 73

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 74

As compared to shopping products,convenience products are purchased less frequently.

Question 75

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

Question 76

Shopping products tend to have lower prices than convenience products.

Question 77

Out of the three product levels,the "actual product" is the most basic level of a product.

Question 78

An office building is an example of an industrial product that falls under the category of capital items.

Question 79

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

Question 80

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