Question 1

The strongest brands do not engage customers on a deep, emotional level.

Accepted Answer

A) True 
 B)False

Question 2

What is a product?

Accepted Answer

Anything that can be offered t

Question 3

What is a private brand?

Accepted Answer

A brand created and owned by a

Question 4

Proton Corp. is an automobile manufacturer known for producing efficient, durable, and low-priced cars. Recently, the company launched a new range of luxury cars to broaden its market appeal and to add prestige to its existing line of cars. This is an example of ________.

Accepted Answer

A)  social marketing 
B)  product line filling 
C)  product line stretching 
D)  internal marketing 
E)  cannibalization 
A)  social marketing 
B)  product line filling 
C)  product line stretching 
D)  internal marketing 
E)  cannibalization

Question 5

Unsought products are products that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is true with regard to products?

Accepted Answer

A)  The quality of products is far more difficult to measure than that of services. 
B)  Products do not include experiences, organizations, persons, places, and ideas. 
C)  Products are not meant for sale in the market. 
D)  Products include services, events, persons, places, organizations, ideas, or a mixture of these. 
E)  Products refer to only those activities that are essentially intangible. 
A)  The quality of products is far more difficult to measure than that of services. 
B)  Products do not include experiences, organizations, persons, places, and ideas. 
C)  Products are not meant for sale in the market. 
D)  Products include services, events, persons, places, organizations, ideas, or a mixture of these. 
E)  Products refer to only those activities that are essentially intangible.

Question 7

________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying.

Accepted Answer

A)  Specialty products 
B)  Convenience products 
C)  Unsought products 
D)  Shopping products 
E)  Capital items 
A)  Specialty products 
B)  Convenience products 
C)  Unsought products 
D)  Shopping products 
E)  Capital items

Question 8

A company has four choices when it comes to developing brands. Describe them.

Accepted Answer

The company can introduce line extension

Question 9

Style is a larger concept than design. Design simply describes the appearance of a product.

Accepted Answer

A) True 
 B)False

Question 10

A company cannot stretch its product line downward.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A)  length 
B)  depth 
C)  height 
D)  width 
E)  consistency 
A)  length 
B)  depth 
C)  height 
D)  width 
E)  consistency

Question 12

Blue Fin canned tuna has higher sales than its unbranded rival, even though the unbranded tuna costs $0.45 less per can than BlueFin tuna. BlueFin most likely has ________.

Accepted Answer

A)  an aggressive brand personality 
B)  high brand equity 
C)  no brand commitment 
D)  negative brand equity 
E)  low brand relevance 
A)  an aggressive brand personality 
B)  high brand equity 
C)  no brand commitment 
D)  negative brand equity 
E)  low brand relevance

Question 13

An increasing number of retailers and wholesalers have created their own ________, also called store brands.

Accepted Answer

A)  manufacturers' brands 
B)  private brands 
C)  national brands 
D)  generic brands 
E)  multibrands 
A)  manufacturers' brands 
B)  private brands 
C)  national brands 
D)  generic brands 
E)  multibrands

Question 14

________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes.

Accepted Answer

A)  Line extension 
B)  Megabranding 
C)  Interactive marketing 
D)  Internal marketing 
E)  Co-branding 
A)  Line extension 
B)  Megabranding 
C)  Interactive marketing 
D)  Internal marketing 
E)  Co-branding

Question 15

Which of the following strategies involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number one or number two market share positions with good growth prospects in their categories?

Accepted Answer

A)  megabrand strategies 
B)  niche marketing strategies 
C)  social marketing strategies 
D)  co-branding 
E)  licensing 
A)  megabrand strategies 
B)  niche marketing strategies 
C)  social marketing strategies 
D)  co-branding 
E)  licensing

Question 16

The customers of Parry's Hair Salon have noticed that the quality of a haircut depends on who provides it as well as when, where, and how the service is provided. Which of the following characteristics of service is evident in this instance?

Accepted Answer

A)  service intangibility 
B)  service inseparability 
C)  service variability 
D)  service perishability 
E)  service distinction 
A)  service intangibility 
B)  service inseparability 
C)  service variability 
D)  service perishability 
E)  service distinction

Question 17

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

Accepted Answer

A)  offer additional product support and after-sale services 
B)  identify the core customer value that consumers seek from the product 
C)  turn the core benefit into an actual product 
D)  find out how they can create the most satisfying brand experience 
E)  define the problem-solving benefits or services that consumers seek 
A)  offer additional product support and after-sale services 
B)  identify the core customer value that consumers seek from the product 
C)  turn the core benefit into an actual product 
D)  find out how they can create the most satisfying brand experience 
E)  define the problem-solving benefits or services that consumers seek

Question 18

After a brief stay at a luxury hotel in Paris, Benjamin Sanders noted that the hotel had kept every promise it made when he booked the room, meeting all his needs. He added that it was a "thoroughly comfortable and opulent experience." According to Young & Rubicam's Brand Asset Valuator, this reflects ________.

Accepted Answer

A)  brand valuation 
B)  brand esteem 
C)  brand relevance 
D)  brand differentiation 
E)  brand knowledge 
A)  brand valuation 
B)  brand esteem 
C)  brand relevance 
D)  brand differentiation 
E)  brand knowledge

Question 19

Which of the following is true with regard to brand equity?

Accepted Answer

A)  Brand equity refers to how much consumers know about the brand. 
B)  High brand equity provides a company with many competitive advantages. 
C)  A brand has positive brand equity if consumers react less favorably to it than to an unbranded version. 
D)  Positive brand equity derives from low brand esteem. 
E)  The total financial value of a brand can be easily measured. 
A)  Brand equity refers to how much consumers know about the brand. 
B)  High brand equity provides a company with many competitive advantages. 
C)  A brand has positive brand equity if consumers react less favorably to it than to an unbranded version. 
D)  Positive brand equity derives from low brand esteem. 
E)  The total financial value of a brand can be easily measured.

Question 20

Through ________, a service firm orients and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.

Accepted Answer

A)  service inseparability 
B)  social marketing 
C)  service variability 
D)  internal marketing 
E)  corporate image marketing 
A)  service inseparability 
B)  social marketing 
C)  service variability 
D)  internal marketing 
E)  corporate image marketing

The strongest brands do not engage customers on a deep, emotional level.

What is a product?

What is a private brand?

Proton Corp. is an automobile manufacturer known for producing efficient, durable, and low-priced cars. Recently, the company launched a new range of luxury cars to broaden its market appeal and to add prestige to its existing line of cars. This is an example of ________.

Unsought products are products that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort.

Which of the following is true with regard to products?

________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying.

A company has four choices when it comes to developing brands. Describe them.

Style is a larger concept than design. Design simply describes the appearance of a product.

A company cannot stretch its product line downward.

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

Blue Fin canned tuna has higher sales than its unbranded rival, even though the unbranded tuna costs $0.45 less per can than BlueFin tuna. BlueFin most likely has ________.

An increasing number of retailers and wholesalers have created their own ________, also called store brands.

________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes.

Which of the following strategies involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number one or number two market share positions with good growth prospects in their categories?

The customers of Parry's Hair Salon have noticed that the quality of a haircut depends on who provides it as well as when, where, and how the service is provided. Which of the following characteristics of service is evident in this instance?

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

Which of the following is true with regard to brand equity?

Through ________, a service firm orients and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behavior

Business Markets 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

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

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

The strongest brands do not engage customers on a deep, emotional level.

What is a product?

What is a private brand?

Proton Corp. is an automobile manufacturer known for producing efficient, durable, and low-priced cars. Recently, the company launched a new range of luxury cars to broaden its market appeal and to add prestige to its existing line of cars. This is an example of ________.

Unsought products are products that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort.

Which of the following is true with regard to products?

________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying.

A company has four choices when it comes to developing brands. Describe them.

Style is a larger concept than design. Design simply describes the appearance of a product.

A company cannot stretch its product line downward.

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

Blue Fin canned tuna has higher sales than its unbranded rival, even though the unbranded tuna costs $0.45 less per can than BlueFin tuna. BlueFin most likely has ________.

An increasing number of retailers and wholesalers have created their own ________, also called store brands.

________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes.

Which of the following strategies involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number one or number two market share positions with good growth prospects in their categories?

The customers of Parry's Hair Salon have noticed that the quality of a haircut depends on who provides it as well as when, where, and how the service is provided. Which of the following characteristics of service is evident in this instance?

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

Which of the following is true with regard to brand equity?

Through ________, a service firm orients and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behavior

Business Markets 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

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters