Question 1

A product's ________ identifies the product or brand, describes several things about the product, and promotes the brand.

Accepted Answer

A)  line extension 
B)  portfolio 
C)  label 
D)  design 
E)  feature 
A)  line extension 
B)  portfolio 
C)  label 
D)  design 
E)  feature

Question 2

________ involves adding more items within the present range of the product line.

Accepted Answer

A)  Market diversification 
B)  Brand extension 
C)  Product line filling 
D)  Upward product line stretching 
E)  Downward product line stretching 
A)  Market diversification 
B)  Brand extension 
C)  Product line filling 
D)  Upward product line stretching 
E)  Downward product line stretching

Question 3

________ refers to how consumers feel if a brand meets their needs.

Accepted Answer

A)  Brand differentiation 
B)  Brand equity 
C)  Brand dilution 
D)  Brand esteem 
E)  Brand relevance 
A)  Brand differentiation 
B)  Brand equity 
C)  Brand dilution 
D)  Brand esteem 
E)  Brand relevance

Question 4

Tourism Australia's global marketing campaign, "There's nothing like Australia" is an example of ________.

Accepted Answer

A)  corporate image marketing 
B)  person marketing 
C)  organization marketing 
D)  internal marketing 
E)  place marketing 
A)  corporate image marketing 
B)  person marketing 
C)  organization marketing 
D)  internal marketing 
E)  place marketing

Question 5

Distinguish between the service-profit chain and internal marketing.

Accepted Answer

The service-profit chain links service f

Question 6

________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment.

Accepted Answer

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

Question 7

Some companies obtain the rights to use the names or symbols previously created by other manufacturers for a fee. This process is known as ________.

Accepted Answer

A)  multibranding 
B)  positioning 
C)  segmenting 
D)  co-branding 
E)  licensing 
A)  multibranding 
B)  positioning 
C)  segmenting 
D)  co-branding 
E)  licensing

Question 8

________ contribute(s) to a product's usefulness as well as to its looks.

Accepted Answer

A)  Sensational style 
B)  Good design 
C)  Trait 
D)  Consistency 
E)  Multiple features 
A)  Sensational style 
B)  Good design 
C)  Trait 
D)  Consistency 
E)  Multiple features

Question 9

________ are industrial products.

Accepted Answer

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

Question 10

Apollo Couriers, a company providing international express mail services, has a proactive customer communications team. The primary job of this team is to identify situations that led to customer dissatisfaction, and then provide quick remedies to fix the problems. This has helped Apollo in winning customer loyalty to a great extent. In this instance, Apollo has benefitted from ________.

Accepted Answer

A)  product differentiation 
B)  good service recovery 
C)  multibranding 
D)  place marketing 
E)  co-branding 
A)  product differentiation 
B)  good service recovery 
C)  multibranding 
D)  place marketing 
E)  co-branding

Question 11

When does product line stretching occur?

Accepted Answer

Product line stretch

Question 12

________ involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, or regions.

Accepted Answer

A)  Idea marketing 
B)  Place marketing 
C)  Organization marketing 
D)  Social marketing 
E)  Interactive marketing 
A)  Idea marketing 
B)  Place marketing 
C)  Organization marketing 
D)  Social marketing 
E)  Interactive marketing

Question 13

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

Accepted Answer

A)  Product line filling 
B)  Product line stretching 
C)  Co-branding 
D)  Niche marketing 
E)  Market diversification 
A)  Product line filling 
B)  Product line stretching 
C)  Co-branding 
D)  Niche marketing 
E)  Market diversification

Question 14

Which of the following is a potential drawback of multibranding?

Accepted Answer

A)  Multibranding tends to decrease brand loyalty. 
B)  Company resources are likely to be concentrated on a single brand. 
C)  Multibranding curbs the growth opportunities of established brands. 
D)  Each brand might obtain only a small market share, and none may be very profitable. 
E)  Multibranding causes companies to refrain from product diversification. 
A)  Multibranding tends to decrease brand loyalty. 
B)  Company resources are likely to be concentrated on a single brand. 
C)  Multibranding curbs the growth opportunities of established brands. 
D)  Each brand might obtain only a small market share, and none may be very profitable. 
E)  Multibranding causes companies to refrain from product diversification.

Question 15

Which of the following actions is a restaurant owner most likely to take in order to reduce problems associated with service intangibility?

Accepted Answer

A)  increase entree prices after 6 p.m. 
B)  provide clean tablecloths and fresh napkins for each new customer 
C)  empower employees to handle customer complaints 
D)  offer discounted prices for appetizers ordered during happy hour 
E)  hold regular employee workshops focusing on customer service 
A)  increase entree prices after 6 p.m. 
B)  provide clean tablecloths and fresh napkins for each new customer 
C)  empower employees to handle customer complaints 
D)  offer discounted prices for appetizers ordered during happy hour 
E)  hold regular employee workshops focusing on customer service

Question 16

Costco's Kirkland Signature products are an example of a ________.

Accepted Answer

A)  national brand 
B)  support brand 
C)  private brand 
D)  generic brand 
E)  manufacturer's brand 
A)  national brand 
B)  support brand 
C)  private brand 
D)  generic brand 
E)  manufacturer's brand

Question 17

________ involves designing and producing the container or wrapper for a product.

Accepted Answer

A)  Packaging 
B)  Patenting 
C)  Servicing 
D)  Co-branding 
E)  Labeling 
A)  Packaging 
B)  Patenting 
C)  Servicing 
D)  Co-branding 
E)  Labeling

Question 18

________ refers to how highly consumers regard and respect the brand.

Accepted Answer

A)  Brand esteem 
B)  Brand conformance 
C)  Brand differentiation 
D)  Brand relevance 
E)  Brand knowledge 
A)  Brand esteem 
B)  Brand conformance 
C)  Brand differentiation 
D)  Brand relevance 
E)  Brand knowledge

Question 19

Product mix ________ refers to the number of different product lines the company carries.

Accepted Answer

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

Question 20

How can service providers use a differentiated offer, delivery, and image to avoid competing solely on price?

Accepted Answer

A service offer can include innovative f

A product's ________ identifies the product or brand, describes several things about the product, and promotes the brand.

________ involves adding more items within the present range of the product line.

________ refers to how consumers feel if a brand meets their needs.

Tourism Australia's global marketing campaign, "There's nothing like Australia" is an example of ________.

Distinguish between the service-profit chain and internal marketing.

________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment.

Some companies obtain the rights to use the names or symbols previously created by other manufacturers for a fee. This process is known as ________.

________ contribute(s) to a product's usefulness as well as to its looks.

________ are industrial products.

When does product line stretching occur?

________ involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, or regions.

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

Which of the following is a potential drawback of multibranding?

Which of the following actions is a restaurant owner most likely to take in order to reduce problems associated with service intangibility?

Costco's Kirkland Signature products are an example of a ________.

________ involves designing and producing the container or wrapper for a product.

________ refers to how highly consumers regard and respect the brand.

Product mix ________ refers to the number of different product lines the company carries.

How can service providers use a differentiated offer, delivery, and image to avoid competing solely on price?

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

A product's ________ identifies the product or brand, describes several things about the product, and promotes the brand.

________ involves adding more items within the present range of the product line.

________ refers to how consumers feel if a brand meets their needs.

Tourism Australia's global marketing campaign, "There's nothing like Australia" is an example of ________.

Distinguish between the service-profit chain and internal marketing.

________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment.

Some companies obtain the rights to use the names or symbols previously created by other manufacturers for a fee. This process is known as ________.

________ contribute(s) to a product's usefulness as well as to its looks.

________ are industrial products.

When does product line stretching occur?

________ involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, or regions.

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

Which of the following is a potential drawback of multibranding?

Which of the following actions is a restaurant owner most likely to take in order to reduce problems associated with service intangibility?

Costco's Kirkland Signature products are an example of a ________.

________ involves designing and producing the container or wrapper for a product.

________ refers to how highly consumers regard and respect the brand.

Product mix ________ refers to the number of different product lines the company carries.

How can service providers use a differentiated offer, delivery, and image to avoid competing solely on price?

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