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

Xenon, a leading consumer-electronics manufacturing company, markets its products under the company's own brand name. In this case, Xenon has sponsored its products by promoting them as ________ brands.

Product mix length refers to the ________.

Product line filling occurs when a company lengthens its product line beyond its current range.

Branding has become so strong today that hardly anything goes unbranded.

Which of the following statements is most likely true about unsought products?

Differentiate between line extensions and brand extensions. Provide an example of each.

Consumers rarely compare shopping products before purchasing them.

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

Which statement about convenience products is most likely true?

Non-Dairy Delight, a manufacturer of soy milk, attracts new customers by adding cinnamon, pumpkin, and vanilla flavors to its traditional product. In this case, the company has developed its brand with ________.

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.

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

BerryBerry is a fruit juice company that has traditionally sold three varieties of mixed-fruit juices: DazzleBerry, AquaBerry, and GloBerry. The company wants to add more products to its product line. In this case, which of the following is an example of co-branding by BerryBerry?

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.

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

Which of the following is an example of licensing?

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

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?

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

What is brand equity?