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

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.

The total financial value of a brand is estimated through the process of brand .

A manager of a Holiday Inn said,"We have power and value in the market and people are willing to pay for it." This manager is referring to _.

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?

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

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.

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

Which of the following product offerings is intangible?

A service is anything that can be offered to a market for attention,acquisition,use,or consumption and that might satisfy a want or need.

Developing a product or service involves defining the benefits that it will offer.These benefits are communicated and delivered by such as quality,features,and style and design.

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.

Product planners need to consider products and services on three levels.Each level adds more customer value.The most basic level is the ,which addresses the question,"What is the buyer really buying?"

has been affected by the need to include unit pricing,open dating,and nutritional information.

How might a flower shop engage in line stretching?

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.

Customers come to know a brand through a wide range of contacts and touch points,including word of mouth,personal interactions with company people,telephone interactions,and company Web pages.

Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability,quality,price,and style.

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

Give three examples of convenience products.

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.