Exam 10: Products and Services Marketing

National brands and manufacturers' brands are essentially the same.

Which of the following techniques can be used by service firms to enhance productivity?

Materials and parts are industrial goods that become part of the buyer's product.

Customer service can be an effective tool for the creation of customer satisfaction and loyalty.

Consumer products or services that the consumer either doesn't know about or knows about but doesn't normally consider buying are known as:

Political parties are some of the largest users of both mass communications and direct marketing.

The fact that service quality depends on the buyer- seller interaction during the service encounter is often termed:

A group of products, often at the retail level, which may be substituted for each other or which in some way supplement each other is known as a(n):

Manufacturers of national brands generally do not experience major difficulties obtaining the retail shelf space required to introduce new brands.

The number of different product lines offered by a company is termed the product mix's:

The process of estimating a brand's total financial worth is:

The number of the versions offered for each product in the line is termed the product mix:

Many service providers are seeking out self- service technologies such as information kiosks and automatic dispensing machines to reduce reliance on face- to- face encounters and extend the normal hours when services are delivered. These service providers are trying to address the service problem of:

Brenda is frustrated with the peaks and troughs in her business as a tailor and garment alteration service. Given that she is not producing a tangible product, she has to wait for customers to bring her work. Then, when customers do come along, they are usually in a hurry to receive their clothing. Because she cannot produce a product in slow times and inventory it for the busy seasons, she has to suffer through some extreme peak periods and slow periods. Brenda's business exemplifies the service characteristic of:

Customer service should be treated as an integral part of the firm's product strategy.

That services are produced at the same time as they are consumed refers to which characteristic of services?

Maureen considers that she has difficult hair; it is thick, curly and is very difficult to manage unless she has a good style cut. Of all the stylists at her local salon, Maureen has found that Lauren gives her a superior cut. Whenever Maureen makes a salon appointment, she always requests Lauren. In the event that Lauren is unavailable, Maureen prefers to reschedule her appointment for a day when Lauren is available rather than settle for one of the other stylists. Maureen is trying to manage the service problem of:

Melbourne band, The Cat Empire, started their musical journey as the "Jazz Cats" performing in Melbourne's jazz clubs and at interstate jazz festivals. As the band's popularity grew, the lads found the name, "Jazz Cats," was too restrictive as it only appealed to a relatively small market of jazz enthusiasts. Band members wanted to extend their musical repertoire beyond jazz to include other genres such as ska, funk, rock, fusion and Latin, hence the name change to Cat Empire, which the band members felt had a broader appeal. The change of name along with the new repertoire is an example of:

Crystal Enterprises is a clothing company that, among other things, manufactures and markets kids' clothes bearing the logo of the singing team, Hi- 5. Crystal Enterprises engaged in lengthy negotiations with Hi- 5 for the right to manufacture garments with the Hi- 5 brand. In addition, Hi- 5 receives a royalty fee on each garment sold. This is an example of which type of branding?

The__________ of the product mix refers to how closely related the various products are in terms of end use, production requirements or distribution channels.