Question 1

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

Accepted Answer

A brand is a name, term, sign, symbol, o

Question 2

Sportware, a leading shoe manufacturer, markets sneakers under the brand name "Athletix" and dress shoes under the brand name "Cameo" in order to target the two different market segments. What branding strategy is most likely being used by Sportware?

Accepted Answer

A)  brand extensions 
B)  line extensions 
C)  multibrands 
D)  new brands 
E)  co-brands 
A)  brand extensions 
B)  line extensions 
C)  multibrands 
D)  new brands 
E)  co-brands

Question 3

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.

Accepted Answer

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

Question 4

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.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

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

Question 6

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

Accepted Answer

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

Question 7

Product mix depth refers to the ________.

Accepted Answer

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 
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 8

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

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

Service variability means that ________.

Accepted Answer

A)  the evaluation of services is subjective and changes from customer to customer 
B)  service quality depends on 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 can be separated from their providers 
A)  the evaluation of services is subjective and changes from customer to customer 
B)  service quality depends on 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 can be separated from their providers

Question 11

Clorox sells five major product lines including cleaning, household, lifestyle, professional, and international. Together the product lines make up Clorox's ________.

Accepted Answer

A)  product length 
B)  product mix 
C)  product depth 
D)  product consistency 
E)  product assemblage 
A)  product length 
B)  product mix 
C)  product depth 
D)  product consistency 
E)  product assemblage

Question 12

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

Accepted Answer

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 
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 13

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

Accepted Answer

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

Question 14

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

Accepted Answer

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

Question 15

Discuss the concept of brand positioning.

Accepted Answer

Marketers need to position their brands

Question 16

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 ________.

Accepted Answer

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

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

Organizations often carry out activities

Question 19

Lengthening a product line beyond its current range is referred to as product line ________.

Accepted Answer

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

Question 20

Products include only tangible objects.

Accepted Answer

A) True 
 B)False

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

Sportware, a leading shoe manufacturer, markets sneakers under the brand name "Athletix" and dress shoes under the brand name "Cameo" in order to target the two different market segments. What branding strategy is most likely being used by Sportware?

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 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.

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

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

Product mix depth refers to the ________.

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

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

Service variability means that ________.

Clorox sells five major product lines including cleaning, household, lifestyle, professional, and international. Together the product lines make up Clorox's ________.

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

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

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

Discuss the concept of brand positioning.

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 ________.

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

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

Lengthening a product line beyond its current range is referred to as product line ________.

Products include only tangible objects.

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

New Product Development and Product Life-Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Social Responsibility and Ethics

Filters

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

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

Sportware, a leading shoe manufacturer, markets sneakers under the brand name "Athletix" and dress shoes under the brand name "Cameo" in order to target the two different market segments. What branding strategy is most likely being used by Sportware?

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 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.

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

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

Product mix depth refers to the ________.

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

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

Service variability means that ________.

Clorox sells five major product lines including cleaning, household, lifestyle, professional, and international. Together the product lines make up Clorox's ________.

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

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

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

Discuss the concept of brand positioning.

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 ________.

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

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

Lengthening a product line beyond its current range is referred to as product line ________.

Products include only tangible objects.

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

New Product Development and Product Life-Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Social Responsibility and Ethics

Filters