Question 1

Watsons' products are an example of a(n)________.

Accepted Answer

A)  organizational brand 
B)  support brand 
C)  private brand 
D)  sponsorship brand 
E)  manufacturer's brand 
A)  organizational brand 
B)  support brand 
C)  private brand 
D)  sponsorship brand 
E)  manufacturer's brand C

Question 2

Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability,quality,price,and style.

Accepted Answer

A) True 
 B)False  True

Question 3

Service providers must consider four special characteristics when designing marketing programs.Which is NOT one of these characteristics?

Accepted Answer

A)  intangibility 
B)  inseparability 
C)  perishability 
D)  heterogeneity 
E)  variability 
A)  intangibility 
B)  inseparability 
C)  perishability 
D)  heterogeneity 
E)  variability D

Question 4

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

Accepted Answer

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

Question 5

Which of the following is a potential drawback of multi-branding?

Accepted Answer

A)  Consumers may become confused about the image of the main brand. 
B)  An overextended brand name might lose its specific meaning for consumers. 
C)  Different product features can appeal to consumers with different buying motives. 
D)  The company's resources may be spread over too many brands. 
E)  The company can occupy more retail shelf space. 
A)  Consumers may become confused about the image of the main brand. 
B)  An overextended brand name might lose its specific meaning for consumers. 
C)  Different product features can appeal to consumers with different buying motives. 
D)  The company's resources may be spread over too many brands. 
E)  The company can occupy more retail shelf space.

Question 6

________ involves activities undertaken to create,maintain,or change attitudes toward particular cities,states,and 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 7

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 8

________ are less frequently purchased consumer products and services that customers compare carefully on suitability,quality,price,and style.Consumers spend much time and effort in gathering information and making comparisons about these products.

Accepted Answer

A)  Shopping products 
B)  Convenience products 
C)  Unsought products 
D)  Industrial products 
E)  Line extensions 
A)  Shopping products 
B)  Convenience products 
C)  Unsought products 
D)  Industrial products 
E)  Line extensions

Question 9

Most manufactured materials and parts are sold directly to ________.Price and service are the major marketing factors; branding and advertising tend to be less important.

Accepted Answer

A)  consumers 
B)  industrial users 
C)  brand extensions 
D)  co-branders 
E)  wholesalers 
A)  consumers 
B)  industrial users 
C)  brand extensions 
D)  co-branders 
E)  wholesalers

Question 10

When the Twin Six Cafe provides gourmet menu options to its customers,as well as impeccable service-which even allows customers to hand-select their own cuts of meat,________ is/are evident.

Accepted Answer

A)  only an actual product 
B)  only an augmented product 
C)  only a core benefit 
D)  both a core benefit and an actual product 
E)  a core benefit, an actual product, and an augmented product 
A)  only an actual product 
B)  only an augmented product 
C)  only a core benefit 
D)  both a core benefit and an actual product 
E)  a core benefit, an actual product, and an augmented product

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

Why is it important for a brand promise to be simple and honest?

Accepted Answer

Consumers who purchase the pro

Question 13

The total financial value of a brand is estimated through the process of brand ________.

Accepted Answer

A)  differentiation 
B)  valuation 
C)  extension 
D)  positioning 
E)  equity 
A)  differentiation 
B)  valuation 
C)  extension 
D)  positioning 
E)  equity

Question 14

Which of the following is NOT one of the links in the service-profit chain,linking service firm profits with employee and customer satisfaction?

Accepted Answer

A)  internal service quality 
B)  evidence management 
C)  satisfied and productive service employees 
D)  satisfied and loyal customers 
E)  healthy service profits and growth 
A)  internal service quality 
B)  evidence management 
C)  satisfied and productive service employees 
D)  satisfied and loyal customers 
E)  healthy service profits and growth

Question 15

List the desirable qualities for a brand name.

Accepted Answer

It should suggest something about the pr

Question 16

Developing a product or service involves defining the benefits that it will offer.These benefits are communicated and delivered by ________ such as quality,features,and style and design.

Accepted Answer

A)  package labeling 
B)  product attributes 
C)  support services 
D)  product mixes 
E)  marketing tools 
A)  package labeling 
B)  product attributes 
C)  support services 
D)  product mixes 
E)  marketing tools

Question 17

Innovative packaging can give a company an advantage over competitors and boost sales.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A)  interactive marketing 
B)  internal marketing 
C)  product attributes 
D)  strong beliefs and values 
E)  added service 
A)  interactive marketing 
B)  internal marketing 
C)  product attributes 
D)  strong beliefs and values 
E)  added service

Question 19

Customers come to know a brand through a wide range of contacts and touch points,including word of mouth,personal interactions with company people,telephone interactions,and company Web pages.

Accepted Answer

A) True 
 B)False

Question 20

Some analysts see ________ as the major enduring asset of a company,outlasting the company's specific products and facilities.

Accepted Answer

A)  brands 
B)  experiences 
C)  benefits 
D)  services 
E)  staples 
A)  brands 
B)  experiences 
C)  benefits 
D)  services 
E)  staples

Watsons' products are an example of a(n)________.

Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability,quality,price,and style.

Service providers must consider four special characteristics when designing marketing programs.Which is NOT one of these characteristics?

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

Which of the following is a potential drawback of multi-branding?

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

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

________ are less frequently purchased consumer products and services that customers compare carefully on suitability,quality,price,and style.Consumers spend much time and effort in gathering information and making comparisons about these products.

Most manufactured materials and parts are sold directly to ________.Price and service are the major marketing factors; branding and advertising tend to be less important.

When the Twin Six Cafe provides gourmet menu options to its customers,as well as impeccable service-which even allows customers to hand-select their own cuts of meat,________ is/are evident.

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

Why is it important for a brand promise to be simple and honest?

The total financial value of a brand is estimated through the process of brand ________.

Which of the following is NOT one of the links in the service-profit chain,linking service firm profits with employee and customer satisfaction?

List the desirable qualities for a brand name.

Developing a product or service involves defining the benefits that it will offer.These benefits are communicated and delivered by ________ such as quality,features,and style and design.

Innovative packaging can give a company an advantage over competitors and boost sales.

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

Customers come to know a brand through a wide range of contacts and touch points,including word of mouth,personal interactions with company people,telephone interactions,and company Web pages.

Some analysts see ________ as the major enduring asset of a company,outlasting the company's specific products and facilities.

Marketing: Managing Profitable Customer Relationships

Company and Marketing Strategy: Partnering to Build

The Marketing Environment

Managing Marketing Information

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 Products: Understanding and Capturing Customer Value

Pricing Products: Pricing Strategies

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing

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

Watsons' products are an example of a(n)________.

Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability,quality,price,and style.

Service providers must consider four special characteristics when designing marketing programs.Which is NOT one of these characteristics?

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

Which of the following is a potential drawback of multi-branding?

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

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

________ are less frequently purchased consumer products and services that customers compare carefully on suitability,quality,price,and style.Consumers spend much time and effort in gathering information and making comparisons about these products.

Most manufactured materials and parts are sold directly to ________.Price and service are the major marketing factors; branding and advertising tend to be less important.

When the Twin Six Cafe provides gourmet menu options to its customers,as well as impeccable service-which even allows customers to hand-select their own cuts of meat,________ is/are evident.

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

Why is it important for a brand promise to be simple and honest?

The total financial value of a brand is estimated through the process of brand ________.

Which of the following is NOT one of the links in the service-profit chain,linking service firm profits with employee and customer satisfaction?

List the desirable qualities for a brand name.

Developing a product or service involves defining the benefits that it will offer.These benefits are communicated and delivered by ________ such as quality,features,and style and design.

Innovative packaging can give a company an advantage over competitors and boost sales.

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

Customers come to know a brand through a wide range of contacts and touch points,including word of mouth,personal interactions with company people,telephone interactions,and company Web pages.

Some analysts see ________ as the major enduring asset of a company,outlasting the company's specific products and facilities.

Marketing: Managing Profitable Customer Relationships

Company and Marketing Strategy: Partnering to Build

The Marketing Environment

Managing Marketing Information

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 Products: Understanding and Capturing Customer Value

Pricing Products: Pricing Strategies

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing

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