Question 1

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

Accepted Answer

A) Internal marketing 
B) Service productivity 
C) Service differentiation 
D) Interactive marketing 
E) External marketing 
A) Internal marketing 
B) Service productivity 
C) Service differentiation 
D) Interactive marketing 
E) External marketing

Question 2

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

Accepted Answer

A service offer can include innovative f

Question 3

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

Accepted Answer

A) brand extension 
B) image 
C) augmented product 
D) brand equity 
E) industrial product 
A) brand extension 
B) image 
C) augmented product 
D) brand equity 
E) industrial product

Question 4

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

Accepted Answer

A) Consumer products 
B) Services 
C) Straight extensions 
D) Industrial products 
E) Line extensions 
A) Consumer products 
B) Services 
C) Straight extensions 
D) Industrial products 
E) Line extensions

Question 5

Why is it important for a brand promise to be simple and honest?

Accepted Answer

Consumers who purchase the pro

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) Specialty products 
B) Accessories 
C) Shopping products 
D) Industrial products 
E) Unsought products 
A) Specialty products 
B) Accessories 
C) Shopping products 
D) Industrial products 
E) Unsought products

Question 8

Which of the following is the lowest level on which marketers can position their brands in target customers' minds?

Accepted Answer

A) strong beliefs and values 
B) product attributes 
C) interactive marketing 
D) added service 
E) internal marketing 
A) strong beliefs and values 
B) product attributes 
C) interactive marketing 
D) added service 
E) internal marketing

Question 9

Manor Plaza Barber's customers have noticed that the quality of a haircut depends on who provides it as well as when,where,and how it is provided.What have the customers noticed?

Accepted Answer

A) service perishability 
B) service distinction 
C) service intangibility 
D) service inseparability 
E) service variability 
A) service perishability 
B) service distinction 
C) service intangibility 
D) service inseparability 
E) service variability

Question 10

Explain the history of legal concerns about packaging and labels.

Accepted Answer

The Federal Trade Commission Act of 1914

Question 11

Service providers must consider four special characteristics when designing marketing programs.Which is NOT one of these characteristics?

Accepted Answer

A) variability 
B) intangibility 
C) perishability 
D) heterogeneity 
E) inseparability 
A) variability 
B) intangibility 
C) perishability 
D) heterogeneity 
E) inseparability

Question 12

are a form of product that consists of activities,benefits,or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.

Accepted Answer

A) Consumer products 
B) Line extensions 
C) Services 
D) Supplements 
E) Brands 
A) Consumer products 
B) Line extensions 
C) Services 
D) Supplements 
E) Brands

Question 13

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

Question 14

Product mix refers to the number of versions offered of each product in the line.Colgate toothpaste comes in 16 varieties,ranging from Colgate Total to Colgate Kids Toothpastes.

Accepted Answer

A) perimeter 
B) width 
C) height 
D) length 
E) depth 
A) perimeter 
B) width 
C) height 
D) length 
E) depth

Question 15

General Electric's campaign stating,"We bring good things to life" is an example of .

Accepted Answer

A) product line 
B) corporate image marketing 
C) social marketing 
D) product quality 
E) personal marketing 
A) product line 
B) corporate image marketing 
C) social marketing 
D) product quality 
E) personal marketing

Question 16

contributes to a product's usefulness as well as to its looks.

Accepted Answer

A) Brand 
B) Conformance quality 
C) Style 
D) Functionality 
E) Design 
A) Brand 
B) Conformance quality 
C) Style 
D) Functionality 
E) Design

Question 17

An alternative to product line stretching is _ ,adding more items within the present range of the line.

Accepted Answer

A) co- branding 
B) product line filling 
C) product mixing 
D) service marketing 
E) interactive marketing 
A) co- branding 
B) product line filling 
C) product mixing 
D) service marketing 
E) interactive marketing

Question 18

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

Accepted Answer

A) service 
B) extension 
C) equity 
D) specialty 
E) endurance 
A) service 
B) extension 
C) equity 
D) specialty 
E) endurance

Question 19

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

Accepted Answer

A) A brand extension 
B) Co- branding 
C) Brand equity 
D) Internal marketing 
E) Cannibalization 
A) A brand extension 
B) Co- branding 
C) Brand equity 
D) Internal marketing 
E) Cannibalization

Question 20

Which of the following capital items is NOT considered accessory equipment?

Accepted Answer

A) lift trucks 
B) buildings 
C) chairs 
D) hand tools 
E) desks 
A) lift trucks 
B) buildings 
C) chairs 
D) hand tools 
E) desks

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

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

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

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

Why is it important for a brand promise to be simple and honest?

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

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

Which of the following is the lowest level on which marketers can position their brands in target customers' minds?

Manor Plaza Barber's customers have noticed that the quality of a haircut depends on who provides it as well as when,where,and how it is provided.What have the customers noticed?

Explain the history of legal concerns about packaging and labels.

Service providers must consider four special characteristics when designing marketing programs.Which is NOT one of these characteristics?

are a form of product that consists of activities,benefits,or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.

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.

Product mix refers to the number of versions offered of each product in the line.Colgate toothpaste comes in 16 varieties,ranging from Colgate Total to Colgate Kids Toothpastes.

General Electric's campaign stating,"We bring good things to life" is an example of .

contributes to a product's usefulness as well as to its looks.

An alternative to product line stretching is _ ,adding more items within the present range of the line.

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

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

Which of the following capital items is NOT considered accessory equipment?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Developing New Products and Managing the Product Life Cycle

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value

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

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

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

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

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

Why is it important for a brand promise to be simple and honest?

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

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

Which of the following is the lowest level on which marketers can position their brands in target customers' minds?

Manor Plaza Barber's customers have noticed that the quality of a haircut depends on who provides it as well as when,where,and how it is provided.What have the customers noticed?

Explain the history of legal concerns about packaging and labels.

Service providers must consider four special characteristics when designing marketing programs.Which is NOT one of these characteristics?

are a form of product that consists of activities,benefits,or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.

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.

Product mix refers to the number of versions offered of each product in the line.Colgate toothpaste comes in 16 varieties,ranging from Colgate Total to Colgate Kids Toothpastes.

General Electric's campaign stating,"We bring good things to life" is an example of .

contributes to a product's usefulness as well as to its looks.

An alternative to product line stretching is _ ,adding more items within the present range of the line.

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

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

Which of the following capital items is NOT considered accessory equipment?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Developing New Products and Managing the Product Life Cycle

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value

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