Exam 9: Designing and Managing Products and Brands: Building Customer Value

The dimension of atmosphere relating to volume and pitch is called:

Phase-out is the ideal way of removing a product from the market.

The purpose of "idea screening" is:

About ________ percent of new product ideas come from within the company.

In one study, researchers found that about 50 percent of restaurant customers were willing to pay a little more for brand-name products.

Facilitating products are those services or goods that must be present for the guest to use the core product.

The detachment phase occurs when a customer is through using a product or service and departs.

A product image is a detailed version of a product idea stated in meaningful consumer terms.

Companies can leverage an existing brand by employing co-branding and ingredient branding.

Atmosphere is appreciated through the senses. Sensory terms provide descriptions for the atmosphere of a particular set of surroundings. Describe the main sensory channels.

Which of the following is NOT something to which brand can be positioned?

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

When a company envisions a possible product that company managers might offer to the market, it is called:

The action taken toward a product that may cause harm or customer dissatisfaction is called:

The differential effect that knowing the brand name has on customer response to the product and its marketing is termed:

A brand name derives its value from customer perceptions.

The additional consumer services and benefits built around the actual product are called the:

Those services or goods that must be present for the guest to use the core product are called:

Hospitality managers need to think about the product on four levels. Briefly describe each level.

Define a hospitality industry product.