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

Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is the ________, which addresses the question, "What is the buyer really buying?"

How does branding help buyers?

BlueFin 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 ________.

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

________ contributes to a product's usefulness as well as to its looks.

Public health campaigns designed to reduce alcoholism, drug abuse, smoking, and obesity are all examples of ________ marketing.

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

________ means that service quality depends on the quality of buyer-seller interaction during the service encounter.

Distinguish between the service profit chain and internal marketing.

What are the key service characteristics a company must consider when designing marketing programs? Briefly describe each characteristic.

Which of the following questions is most important for product designers to consider while developing a product?

________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.

A ________ is a name, term, sign, symbol, design, or a combination of these, that identifies the maker or seller of a product or service.

Developing a product or service involves defining the benefits that it will offer. These benefits are communicated and delivered by ________.

What is a private brand?

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

A ________ consists of all the product lines and items that a particular seller offers for sale.

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

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

Symmonds Inc., a company manufacturing breakfast cereals, has extended its special Crispo cereal brand into a full line of breakfast cereals plus protein shakes, fruit and sandwich spreads, butter, and doughnuts. This is an example of ________.