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

Lubricants, coal, paper, and pencils are examples of ________.

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

________ refers to freedom from defects and consistency in delivering a targeted level of performance.

________ occurs when two established brand names of different companies are used on the same product.

Which of the following is the lowest level on which marketers can position their brands in target customers' minds?

________ is an approach in which all the company's people are involved in constantly improving the quality of products, services, and business processes.

According to the service profit chain, superior internal service quality results in ________.

Which of the following is an example of a convenience product?

Refer to the scenario below to answer the following question(s). Ruben Delgado built his enterprise on the faithful patronage of four specialty shops and a large contract from Elmore Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his contract with Elmore ended. Ruben built a company reputation on the manufacturing and distribution of a variety of wooden writing utensils with customized engravings. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops alone were not profitable. Ruben Delgado established a brand name, known merely as Delgado, and decided to expand on it. Ruben extended his writing utensil lines to include quills, felt-tip pens, and multiple-cartridge pens that write in different colors. He even added a line of various grades of personalized stationery and business cards. Perhaps Ruben's biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Delgado, as well as nurture existing accounts. "We make an excellent product," Ruben Delgado stated, "and we honor a good guarantee on everything we sell. But let's face it-we face hundreds of competitors! We need Delgado representatives out there to help prospects understand what they should demand in something as simple as a writing tool." The Delgado brand was fast-becoming synonymous with top-notch customer service. Part of the purchase package brought personal visits from the Delgado representative, before the purchase and long after. -A product line consists of unrelated products that are sold to diverse customer groups.

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

Service companies can differentiate their service delivery by having more able and reliable customer-contact people.

Name and describe the principal decisions companies make regarding their individual products and services.

What are the different brand sponsorship options available to manufacturers?

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

________ 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 is true with regard to products?

Describe the principal functions of packaging.

A good brand name should most likely be ________.

The fundamental asset underlying brand equity is ________, the value of customer relationships that the brand creates.

Give examples of pure tangible goods.