Exam 8: Products, Services, and Brands: Building Customer Value

Multibranding offers a way to establish different features that appeal to different customer segments, lock up more reseller shelf space, and capture a larger market share.

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

________ involves the use of a successful brand name for new or modified products in a new category.

Briefly describe the history of legal concerns about packaging and labels.

What are the different brand sponsorship options available to manufacturers?

A good design begins with ________.

Define interactive marketing. Why is it considered an important skill for service marketers?

Marketing mix planning begins with ________.

Consumer products refer to ________.

Installations consist of ________.

Public health campaigns designed to reduce alcoholism, drug abuse, smoking, and obesity are all examples of ________ marketing.

What are the key service characteristics a company must consider when designing marketing programs? Briefly describe each characteristic.

Which of the following product offerings is intangible?

Sometimes, companies stretch upward to add prestige to their current products.

Product quality is harder to define and judge than service quality.

How are specialty products distributed?

Products and services fall into two broad classes based on the types of consumers that use them. Name these two broad classes and describe how they are different from each other.

How do consumers perceive products?

Which of the following exemplifies a service?

The ________ requires sellers to provide detailed nutritional information on food products.