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

________ consists of activities undertaken to create,maintain,or change the attitudes and behavior of target consumers toward an organization.

A ________ consists of all the product lines and items that a particular seller offers for sale.

Good service companies focus attention on both customers and employees.Describe what the service-profit chain and internal marketing are,and how they differ from each other.

Which of the following does NOT belong to the materials and parts group of industrial products?

A sensational ________ may grab attention and produce pleasing aesthetics,but it does not necessarily improve a product's performance.

Head & Shoulders began to market shampoo for normal hair.In an attempt to increase profits and use excess market capacity,Head & Shoulders then marketed shampoo for oily hair and color-treated hair.This is an example of ________.

When a company lengthens its product line beyond its current range,it is ________.

How can service providers use a differentiated offer,delivery,and image to avoid competing solely on price?

Services are characterized by four key characteristics.Name and describe these four characteristics.

________ is an approach in which all the company's people are involved in constantly improving the products,services,and business processes.