Question 1

An increasing number of retailers and wholesalers have created their own ________,also called store brands.

Accepted Answer

A)  manufacturers' brands 
B)  private brands 
C)  national brands 
D)  generic brands 
E)  multi-brands 
A)  manufacturers' brands 
B)  private brands 
C)  national brands 
D)  generic brands 
E)  multi-brands

Question 2

What do industrial supplies and consumer convenience products have in common? How do they differ?

Accepted Answer

Industrial supplies are purchased for fu

Question 3

Which strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number-one or number-two market share positions in their categories?

Accepted Answer

A)  megabrand 
B)  service inseparability 
C)  social marketing 
D)  unsought product 
E)  undifferentiated 
A)  megabrand 
B)  service inseparability 
C)  social marketing 
D)  unsought product 
E)  undifferentiated

Question 4

Gina's Nail Salon is serious about pleasing its customers.Employees are trained to immediately and pleasantly respond to any customer complaints,and they are empowered to offer discounts and free add-ons to customers who believe they have received anything less than the best service.Gina's Nail Salon focuses on ________.

Accepted Answer

A)  differentiating its offer 
B)  good service recovery 
C)  internal marketing 
D)  image marketing 
E)  productivity 
A)  differentiating its offer 
B)  good service recovery 
C)  internal marketing 
D)  image marketing 
E)  productivity

Question 5

The strongest brands go beyond attribute or benefit positioning.They are positioned on strong __________________.

Accepted Answer

A)  attributes 
B)  benefits 
C)  variation 
D)  selection 
E)  beliefs and values 
A)  attributes 
B)  benefits 
C)  variation 
D)  selection 
E)  beliefs and values

Question 6

Paper,pencils,paint,nails,and brooms are examples of ________.

Accepted Answer

A)  supplies 
B)  capital items 
C)  raw materials 
D)  specialty products 
E)  installations 
A)  supplies 
B)  capital items 
C)  raw materials 
D)  specialty products 
E)  installations

Question 7

Give an example of the second level of a product.

Accepted Answer

Examples will vary.A salon own

Question 8

"I love Singapore" is an example of ________.

Accepted Answer

A)  corporate image advertising 
B)  person marketing 
C)  organization marketing 
D)  social advertising 
E)  place marketing 
A)  corporate image advertising 
B)  person marketing 
C)  organization marketing 
D)  social advertising 
E)  place marketing

Question 9

What are the two dimensions of product quality?

Accepted Answer

A)  consistency and level 
B)  performance and resistance 
C)  design and innovation 
D)  conformance and style 
E)  feature and design 
A)  consistency and level 
B)  performance and resistance 
C)  design and innovation 
D)  conformance and style 
E)  feature and design

Question 10

Service inseparability means that the quality of services depends on who provides them,as well as when,where,and how they are provided.

Accepted Answer

A) True 
 B)False

Question 11

Product support services identify the product or brand,describe several things about the product,and promote the product through attractive graphics.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following product offerings is intangible?

Accepted Answer

A)  fish for an aquarium 
B)  refillable ink cartridges for a computer printer 
C)  a mink coat 
D)  a meal at a fast-food restaurant 
E)  a limousine ride 
A)  fish for an aquarium 
B)  refillable ink cartridges for a computer printer 
C)  a mink coat 
D)  a meal at a fast-food restaurant 
E)  a limousine ride

Question 13

Products and services fall into two broad classes based on the types of consumers that use them.Name these two broad classes and describe how they are different from each other.

Accepted Answer

The two broad classes are consumer produ

Question 14

Branding poses challenging decisions to the marketer.What four major brand strategy decision areas does a manufacturer face?

Accepted Answer

The four decision areas are: b

Question 15

A company can increase its business in four ways.Which is NOT one of these ways?

Accepted Answer

A)  It can add new product lines, thus widening its product mix. 
B)  It can lengthen its existing product lines. 
C)  It can add more versions of each product and thus deepen its product mix. 
D)  It can discontinue some of its lines. 
E)  It can increase the consistency of its product mix. 
A)  It can add new product lines, thus widening its product mix. 
B)  It can lengthen its existing product lines. 
C)  It can add more versions of each product and thus deepen its product mix. 
D)  It can discontinue some of its lines. 
E)  It can increase the consistency of its product mix.

Question 16

Branding can add consumer value to a product.

Accepted Answer

A) True 
 B)False

Question 17

Good service recovery can turn angry customers into loyal customers and can even win more customer purchasing and loyalty than if no problem had occurred in the first place.

Accepted Answer

A) True 
 B)False

Question 18

________ is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well-being and that of society.

Accepted Answer

A)  Unsought product marketing 
B)  Internal marketing 
C)  Social marketing 
D)  Product line 
E)  Interactive marketing 
A)  Unsought product marketing 
B)  Internal marketing 
C)  Social marketing 
D)  Product line 
E)  Interactive marketing

Question 19

A company can stretch its product either upward or downward,but not both directions.

Accepted Answer

A) True 
 B)False

Question 20

In a service business,the customer and front-line service employee interact to create the service.

Accepted Answer

A) True 
 B)False

An increasing number of retailers and wholesalers have created their own ________,also called store brands.

What do industrial supplies and consumer convenience products have in common? How do they differ?

Which strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number-one or number-two market share positions in their categories?

The strongest brands go beyond attribute or benefit positioning.They are positioned on strong __________________.

Paper,pencils,paint,nails,and brooms are examples of ________.

Give an example of the second level of a product.

"I love Singapore" is an example of ________.

What are the two dimensions of product quality?

Service inseparability means that the quality of services depends on who provides them,as well as when,where,and how they are provided.

Product support services identify the product or brand,describe several things about the product,and promote the product through attractive graphics.

Which of the following product offerings is intangible?

Products and services fall into two broad classes based on the types of consumers that use them.Name these two broad classes and describe how they are different from each other.

Branding poses challenging decisions to the marketer.What four major brand strategy decision areas does a manufacturer face?

A company can increase its business in four ways.Which is NOT one of these ways?

Branding can add consumer value to a product.

Good service recovery can turn angry customers into loyal customers and can even win more customer purchasing and loyalty than if no problem had occurred in the first place.

________ is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well-being and that of society.

A company can stretch its product either upward or downward,but not both directions.

In a service business,the customer and front-line service employee interact to create the service.

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

An increasing number of retailers and wholesalers have created their own ________,also called store brands.

What do industrial supplies and consumer convenience products have in common? How do they differ?

Which strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number-one or number-two market share positions in their categories?

The strongest brands go beyond attribute or benefit positioning.They are positioned on strong __________________.

Paper,pencils,paint,nails,and brooms are examples of ________.

Give an example of the second level of a product.

"I love Singapore" is an example of ________.

What are the two dimensions of product quality?

Service inseparability means that the quality of services depends on who provides them,as well as when,where,and how they are provided.

Product support services identify the product or brand,describe several things about the product,and promote the product through attractive graphics.

Which of the following product offerings is intangible?

Products and services fall into two broad classes based on the types of consumers that use them.Name these two broad classes and describe how they are different from each other.

Branding poses challenging decisions to the marketer.What four major brand strategy decision areas does a manufacturer face?

A company can increase its business in four ways.Which is NOT one of these ways?

Branding can add consumer value to a product.

Good service recovery can turn angry customers into loyal customers and can even win more customer purchasing and loyalty than if no problem had occurred in the first place.

________ is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well-being and that of society.

A company can stretch its product either upward or downward,but not both directions.

In a service business,the customer and front-line service employee interact to create the service.

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