Exam 10: Products and Services Marketing

For Holden motor vehicle company, the Commodore has been a major selling product line for many years. Within the Commodore product line are a number of versions including: the Calais, Omega, Sports and Redline models. Collectively these versions are known as Holden's product mix:

Private labels are often priced lower than comparable national brands and generally receive better shelf space within the retail environment.

A company might stretch its product line downward because it:

It is usually easier to introduce a new product than to reposition an existing product.

To celebrate the Barbie Doll's 50th birthday, Fiat motor vehicles joined with toy manufacturer, Mattel, to market the 500 Barbie, a pink coloured motor car. The 500 Barbie is only available in nail polish pink colour and features a free lipstick in the glove compartment. This is an example of which type of branding?

Services now account for__________ per cent of GDP in Australia and New Zealand.

It has been said that Honda's core competency is its expertise in manufacturing highly reliable medium sized motors. This competency has allowed Honda to enter a variety of markets involving motorised products including; lawn- mowers, motor cars, sewing machines, outboard motors and motor bikes. For Honda's various corporate divisions, the medium- sized motor is BEST described as a(n):

Every time the Coca- Cola Company introduces a new type of cola beverage, Coke Original loses sales. When Diet Coke was released it resulted in a loss of sales to the original. When Coke Zero was launched, it took sales away from both Coke Original and Diet Coke. This loss of sales, as a direct result of a line extension strategy, is known as:

Which of the following functions does a product label perform?

Line filling refers to the retail practice of placing impulse goods close to counters or check- outs.

Who will win the battle of the brands? Support your position. What is the irony of this situation from the manufacturer's point of view?

Long lasting goods such as a kiln for firing bricks or ceramic pieces are known as:

Marketers consider products as having several levels. Which of the following is the most basic level?

Many people today do not know which fork to use when they are invited to a seven- course dinner. They don't know the proper way to eat a strawberry or butter a piece of bread. To provide this etiquette knowledge, many companies, especially those in the Silicon Valley, are hiring a service that teaches an eight- hour course in etiquette. Use the four characteristics of service to describe this etiquette teaching service and provide one method that can be used to reduce the problems associated with each characteristic.

Art museums provide a public service by contributing to a nation's cultural capital. Australian art museums have been mounting major art exhibitions by borrowing major artworks from international collection. Exhibitions with the largest attendances are known as "blockbusters" and by definition attract more than 300,000 visitors. Australian audiences have an ongoing love affair with works by the impressionists, post- impressionists and of course, anything by Picasso and it is these works that tend to form the basis of blockbusters. Blockbuster exhibitions are important for their local economies since they tend to generate considerable tourist activity by attracting visitors overseas, especially New Zealand and Asia, as well as interstate and intrastate. As competition between art museums in different Australian states intensifies, there has been a tendency for art museums to focus on the impressionists-guaranteed to become blockbusters-while they neglect lesser known artists of merit. These developments have led to a situation where, museums have come to measure their performance exclusively in terms of the visitor numbers. Apart from the number of visitors attracted, what other measures can be used by art museums to evaluate their performance?

Briggs and Stratten supplies engines for a wide variety of lawnmower manufacturers. The engines purchased by these producers are best classified as a component part.

A measure of a brand's ability to capture customer preference and loyalty is:

You have just met a friend for coffee and a chat but are not planning to eat. The waiter brings over a cake trolley containing the most spectacular and elaborately decorated cakes and before you know it, both you and your friend have ordered a slice of cake to enjoy with your coffee. This is an example of a(n):

Select the word that best completes the following sentence. Performance quality refers to the ability of a product to perform its functions: while conformance quality refers to the__________ in delivering a targeted performance.

Brand equity refers to the phenomenon that in the consumers' perception many brands are equivalent.