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

Products and services fall into two broad classifications based on the types of consumers that use them.Which is one of these broad classes?

Give three examples of shopping products.

A ________ involves the use of a successful brand name to launch new or modified products in a new category.

________ means that services cannot be separated from their providers,whether the providers are people or machines.

While advertising campaigns can help to create name recognition,brand knowledge,and maybe even some brand preference,brands are not maintained by advertising but by ________.

Attributes are the least desirable level for brand positioning because competitors can easily copy attributes and customers are more interested in what attributes will do for them than in the attributes themselves.

A company has four choices when it comes to developing brands.Describe what they are.

The service-profit chain is the set of all product lines and items that a particular seller offers for sale.

A product is a key element in the ________.At one extreme,it may consist of pure tangible goods or at the other extreme,pure services.

All of the following are a manufacturer's sponsorship options for a product EXCEPT ________.

Major brand marketers often spend huge amounts on advertising to create brand ________ and to build preference and loyalty.

Which of the following is/are examples of product line length?

Although most manufacturers create their own _____ names,others market _______ brands.

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

________ are products and services bought by final consumers for personal consumption.These include convenience products,shopping products,specialty products,and unsought products.

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

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

________ 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.

Chicken of the Sea brand tuna sells more than the same size Dolphin brand tuna,even though the Dolphin tuna costs $0.15 less per can.Chicken of the Sea has brand ________.

When a company introduces a new brand name in the same product category,it is called line extension.