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

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

Explain the difference between a consumer product and an industrial product. Include an example.

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.

Which of the following product offerings is intangible?

What is a product?

Service ________ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.

What are the different dimensions of a company's product mix? Briefly describe each dimension.

Within a hotel renowned for its superior service, one registration-desk employee may be cheerful and efficient, whereas another may be irritable and slow. This exemplifies service consistency.

When does product line stretching occur?

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

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

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

________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.

________ marketing 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.

How do consumers perceive products?

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

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 brand ________.

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

What are the two dimensions of product quality?

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. -Which type of product does Delgado manufacture?