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

One aspect of managing service differentiation is the company's service delivery.

Companies are realizing the power of good ________ to create instant consumer recognition of the company or brand.

An apparel marketer is planning to launch an existing brand name into a new product category.Which brand development strategy is being implemented?

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

StoreHUB rents storage space to college students who go home for the holidays but do not want to haul all of their property home and back.The business is profitable during the holiday months,but when the storage space is unoccupied in the off-season,StoreHUB is losing money.What characteristic of service is most likely the source of StoreHUB 's problem?

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

To differentiate themselves,many companies go beyond offering products and services; they are also creating and managing customer ________.

Many companies now use a combination of phone,email,fax,Internet,and other technologies to provide ________.

A ________ is a group of products that are closely related because they function in a similar manner,are sold to the same customer groups,are marketed through the same type of outlets,or fall within given price ranges.

To reduce uncertainty,buyers look for "_______" of service quality.They draw conclusions about quality from the place,people,price,equipment,and communications that they can see.

A company has four choices when it comes to developing brands.What is NOT one of those choices?

A company might stretch its product line upward to add prestige to its current products.

Explain augmented products for the Apple iPhone.

All of the following are methods for developing a differentiated service offer,delivery,or image EXCEPT ________.

________ are those products purchased for further processing or for use in conducting a business.

Give three examples of specialty products.

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

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

________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying.These products require a lot of advertising,personal selling,and other marketing efforts.

____________ means that the service firm must orient and motivate its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.