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

Advertising campaigns involving issues ranging from health care, education, and environmental sustainability to human rights and personal safety can be classified under ________.

Branding decisions include selecting a brand name and developing a brand strategy.

________ consists of activities undertaken to create, maintain, or change attitudes toward particular people. People ranging from presidents, entertainers, and sports figures to professionals such as doctors, lawyers, and architects use it to build their reputations.

________ represent(s) consumers' perceptions and feelings about a product and its performance.

Rhodia invites tourists from all over the world to experience its pristine nature, clear skies, and beautiful summertime climate. This exemplifies ________.

What are the desirable qualities for a brand name?

As competition and costs increase, and as productivity and quality decrease, what are the three major marketing tasks facing service companies in contemporary times?

A service refers to an activity, benefit, or satisfaction offered for sale that is essentially intangible and does not result in the ownership of anything.

While advertising campaigns can help create name recognition, brand knowledge, and perhaps even some brand preference, brands are not maintained by advertising but by ________.

Gainville Inc. manufactures android phones. Each new Gainville phone launch advances the cause of democratizing technology. Gainville, an expert in fostering customer community, engages customers at a deep, emotional level, and has been ranked one of the Breakaway Brands by the brand consultancy Kendell Associates. Gainville is most likely positioned on ________.

The ________ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.

Give examples of pure tangible goods.

The advertising slogan, "We bring good things to life," used by General Electrics to market themselves, is an example of ________ marketing.

Product mix ________ refers to the number of versions offered for each product in the line.

The major product line decision involve(s) ________, the number of items in the product line.

Product mix width refers to the total number of items a company carries within its product lines.

What are the two dimensions of product quality?

A ________ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges.

Which of the following is an advantage offered by co-branding?

Product planners need to consider products and services on three levels. At the final level, product planners must build ________.