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

Refer to the scenario below to answer the following questions. Steven Ma had built his enterprise on the faithful patronage of four specialty shops and a large contract from Sincere Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his two-year contract with Elmore ended. Steven had built a company reputation on the manufacture 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. Steven had established a brand name, known merely as Marks, and decided to expound on it. Steven 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 Steven's biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Marks, as well as nurture existing accounts. "We make an excellent product," Steven stated, "and we honor a good guarantee on everything we sell. But let's face it-we face hundreds of competitors! We need Marks representatives out there to help prospects understand what they should demand in something so simple as a writing tool." The Marks brand was fast-becoming synonymous with top-notch customer service. Part of the purchase package brought personal visits from the Marks representative, before the purchase and long after. -The new felt-tip pens,multiple-cartridge pens,and quills are all examples of ________.

Dove marketers can go beyond the brand's cleansing cream properties and talk about the resulting benefit of softer skin.This is known as product attributes in brand positioning.

Describe the role of packaging.

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

How might a flower shop engage in line stretching?

Mabel Lu is planning to buy a new washing machine.She notices that they come in numerous price ranges.She wants to make sure she gets the most for her money.This product is a(n)________ product.

Quaker produces a variety of cereals.This variety is called its product line.

We define a ________ as anything that can be offered to a market for attention,acquisition,use,or consumption and that might satisfy a want or need.

Why might a company pursue a strategy of less product line consistency?

Which of the following is NOT a desirable quality for a brand name?

The third level of a product that product planners must consider is a(n)________ that offers additional consumer services and benefits.

Compare product mix width,length,consistency,and depth.

To reduce problems associated with the intangibility of the services offered by a restaurant,the restaurant owner would be most likely to do which of the following?

The Singapore government has developed dozens of ________ marketing campaigns,including classics such as "Keep Singapore Clean,Green,and Mosquito Free," "Have Three or More (Children)If You Can Afford It."

________ is one of the marketer's major positioning tools because it has a direct impact on product or service performance; it is therefore closely linked to customer value and satisfaction.

What is brand equity?

Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance?

The major product line decision involves ________.

________ consists of activities undertaken to create,maintain,or change attitudes toward particular people.

Cannibalization and customer confusion about product differentiation are two potential results if line filling is overdone.