Question 1

Within the dimensions of product performance,which of the following is a product performance enhancement factor?

Accepted Answer

The answer of Within the dimensions of product performance,which of...

Question 2

S.K.Group of Manufacturers produces and distributes mattresses and pillows under the brand name SoftComfort.In this example,S.K.Group of Manufacturers uses which of the following types of brand names?

Accepted Answer

The brand name "SoftComfort" suggests an experience or benefit of using the product (i.e., softness and comfort), making it an experiential name.

Question 3

Functional names differ from evocative names in that functional names ________.

Accepted Answer

Functional names are derived from the basic benefit provided by the product, while evocative names are more poetic and aim to evoke positive feelings or associations.

Question 4

Microsoft Office 2010 allows buyers and users to quickly identify the Microsoft product and its newness to older versions of the same brand.This is an example of using a ________ branding strategy.

Accepted Answer

The use of a company and brand name, along with a number (in this case, 2010), helps users quickly identify the product and its version, indicating a strategy of using company and brand name, and number for differentiation and recognition.

Question 5

Unilever has over 10 personal care brands,each with a unique focus and product positioning strategy.Buyers would not know that Unilever is the manufacturer of a specific brand unless they looked closely at the small print on the package.This is an example of using a ________ branding strategy.

Accepted Answer

This is an example of a "brand name only" strategy, where the focus is on the individual brand rather than the parent company (Unilever). Each brand operates under its own identity, and the connection to Unilever is not prominently displayed.

Question 6

Without defining the desired product positioning and value proposition for a specific target market,the ________ process would quickly deteriorate into an internal process that was built around product features rather than customer benefits.

Accepted Answer

Brand identification involves identifying the target market, desired product positioning, and value proposition. Without this step, the branding process can become internally focused rather than customer-focused. The other options are not directly related to this step.

Question 7

Church & Dwight,Co.is a U.S.manufacturer of household products.The firm owns a line of toothpastes under the brand name Arm & Hammer Peroxicare.The firm also sells other products under the brand name Arm & Hammer.Arm & Hammer Peroxicare is an example of which of the following encoding strategies?

Accepted Answer

Arm & Hammer is the brand name, and Peroxicare is the subbrand name. Therefore, Arm & Hammer Peroxicare is an example of brand and subbrand name encoding strategy.

Question 8

When automakers include air bags,cruise control,satellite radio,and GPS systems in their consumer products,these features are considered to be quality ________.

Accepted Answer

Quality enhancers improve the overall quality and value of the product, making it more attractive to potential buyers. The listed features are all considered as quality enhancements.

Question 9

Ford sells the Ford Fiesta automobile.This is an example of using a ________ branding strategy.

Accepted Answer

The answer of Ford sells the Ford Fiesta automobile.This is...

Question 10

In which of the following ways of creating a new company,brand,or subbrand name,the names are derived from the basic benefit provided by the product?

Accepted Answer

Functional names are derived from the basic benefit provided by the product or service, emphasizing its function or purpose. Examples include General Electric, International Business Machines, and Federal Express.

Question 11

Red Hot Mexican Grill,a chain of Mexican-style casual dining restaurants in America,has traditional Mexican décor throughout the restaurant and the waiters are dressed in Mexican hats.This is best an example of ________.

Accepted Answer

The traditional Mexican décor and the waiters dressed in Mexican hats represent the appearance aspect of service quality, which focuses on the physical features of the service environment and the appearance of service providers.

Question 12

In the context of brand name development,________ names are either built from root words and morphemes or are poetic constructions based on the rhythm or experience of saying them.

Accepted Answer

Invented names are those that are created from scratch and are not derived from existing words or languages. They may be constructed using a combination of sounds, letters, and/or syllables. This type of naming is often used for creating unique and distinctive brand names.

Question 13

Within the dimensions of service quality,which of the following is a "quality enhancer"?

Accepted Answer

Quality enhancers are factors that go beyond basic customer expectations and create a positive emotional response. Customer empathy refers to the ability of the service provider to understand and anticipate the needs and feelings of the customer, and respond appropriately. This can greatly enhance the customer's perception of the quality of the service. The other options listed (service reliability, performance, appearance, and reputation) are all important components of service quality, but they are not necessarily quality enhancers on their own.

Question 14

Which of the following service quality dimensions refers to employee competency with respect to knowledge and courtesy?

Accepted Answer

Service assurance refers to the competence and courtesy of employees, as well as their ability to convey trust and confidence to customers. It includes factors such as employee knowledge, helpfulness, and communication skills.

Question 15

Within the dimensions of product performance,which of the following is a "quality driver"?

Accepted Answer

The answer of Within the dimensions of product performance,which of...

Question 16

Which of the following service quality dimensions refers to a service obsession to get it right when things go wrong?

Accepted Answer

Responsiveness refers to the willingness and ability of a service provider to address issues and correct problems promptly when things go wrong.

Question 17

Within the dimensions of product performance,a poor performance in which of the following would be a "quality killer"?

Accepted Answer

Conformance refers to how closely a product meets its intended design and specifications. Poor conformance can lead to product failures, recalls, and damage to the company's reputation, which can ultimately be a "quality killer". Serviceability, features, appearance, and reputation are also important aspects of product performance, but a decline in any of these areas may not necessarily lead to a complete failure of the product or damage to the company's reputation to the same extent as poor conformance.

Question 18

Dairy Products Inc.is a manufacturing firm that produces and sells a line of butter packs under the brand name Melt Butter.The firm created Melt Tasty Butter and Melt Low-Fat Butter so that health-conscious customers can quickly differentiate its benefits.In this example,Dairy Products Inc.is using which of the following brand encoding strategies?

Accepted Answer

The answer of Dairy Products Inc.is a manufacturing firm that...

Question 19

Which of the following statements is true about branding?

Accepted Answer

A brand name is a way for customers to quickly understand a brand's primary benefits. A brand identity should focus on customer benefits rather than just product features. An externally focused business is better prepared to build a brand identity that would be meaningful to target customers. A brand-encoding system refers to the measures taken to protect a brand from being copied or imitated. Functional names refer to brand names that are descriptive of what a product or service does.

Question 20

Which of the following refers to expenses other than the purchase price that are associated with the acquisition and use of a product?

Accepted Answer

Ownership costs refer to expenses other than the purchase price that are associated with the acquisition and use of a product. This includes costs such as maintenance, repairs, insurance, and operating expenses. Fixed costs are expenses that do not vary with the level of production or sales, while variable costs do vary with production or sales. Differentiation costs are expenses associated with making a product unique or different from competitors, and opportunity costs refer to the cost of forgoing an alternative option when making a decision.

Quiz 7: Product Positioning, branding, and Product Line Strategies