Exam 10: Products and Services Marketing

The interactions through which a customer comes to know a company or brand and understand its values come in a variety of modes. Whether it is advertising, personal experience with employees, telephone interactions, online interactions or virtual brand experiences, each interaction has the potential to shape the consumer's relationship with the company or brand. These interactions are sometimes known as:

Following a period of unusually wet weather in far North Queensland, a group of holiday resorts banned together with assistance from the Queensland Tourist Bureau to offer prospective tourists a holiday guarantee. The terms of the guarantee stipulated that if more than 10mm of rain fell over three consecutive days, tourists would be given five nights free accommodation from their choice of any of the participating resort hotels. This promotion was attempting to address the service characteristic of:

A multibrand strategy is often used to prevent the defection of "brand switchers" to competitive offerings.

Line extensions occur when a manufacturer of condensed soups introduces a line of canned sauce mixes under the same brand name.

A downward stretch of the product line carries the risk that new low- end items may "cannibalise" the reputation and/or sales of higher- end items.

Which of the following is NOT one of the ways a company can increase its business?

Product mix depth refers to the total number of items in a product mix.

Surrounding the inner layers of a product, are supporting services and benefits, known as:

Service variability refers to the range of services on offer at any one organisation.

That services cannot be seen, tasted, felt, heard or smelled prior to purchase and consumption refers to which characteristic of services?

Industrial supplies are BEST defined as:

The application of marketing to influence people's behaviour by encouraging favourable behaviours or discouraging undesirable behaviours such as drunk- driving and smoking is known as:

How does a product line manager arrive at the optimum length for a product line? Briefly describe the strategies that can be used to create a product line with the optimum length.

Convenience goods can be classified into types, based on typical purchasing patterns. Which of the following is NOT one of the standard types of convenience good?

A cooperative marketing activity between a "for- profit" company and a "not- for profit" organisation which increases awareness and generally raises funds for a an issue is known as:

Which of the following is NOT a link in the service profit chain?

That the quality of a service encounter often depends on who provides them as well as when, where and how they are provided refers to which characteristic of a service?