Question 1

A brand extension gives a new product instant recognition and faster acceptance.

Accepted Answer

A) True 
 B)False

Question 2

Discuss the concept of brand positioning.

Accepted Answer

Marketers need to position their brands

Question 3

BerryBerry is a fruit juice company that has traditionally sold five varieties of mixed-fruit juices: DazzleBerry,AquaBerry,MangoBerry,FuschiaBerry,and GloBerry.The company wants to add more products to its lineup.Which of the following is an example of co-branding?

Accepted Answer

A) The company introduces BerryBliss, a dried berry snack mix for kids. 
B) BerryBerry adds a new fruit juice flavor: TangyBerry. 
C) The company introduces a line of flavored milk and yoghurt under the Goodness brand. 
D) The company creates a new brand, NatureFresh, for a line of cosmetics based on fruit flavors and colors. 
E) BerryBerry teams up with sporting goods company SFX to introduce a line of energy bars called BerryBerry SFX. 
A) The company introduces BerryBliss, a dried berry snack mix for kids. 
B) BerryBerry adds a new fruit juice flavor: TangyBerry. 
C) The company introduces a line of flavored milk and yoghurt under the Goodness brand. 
D) The company creates a new brand, NatureFresh, for a line of cosmetics based on fruit flavors and colors. 
E) BerryBerry teams up with sporting goods company SFX to introduce a line of energy bars called BerryBerry SFX.

Question 4

Silkskin Cosmetics is advertising its newest line of eye makeup.Made from all-natural ingredients,the products are hypoallergenic.Silkskin is selling the products in specially designed tubes that make it easier to apply to the skin.Which of the following is the core product value for Silkskin's line of eye makeup?

Accepted Answer

A) the natural ingredients 
B) the Silkskin brand 
C) the products' revolutionary packaging 
D) the hypoallergenic properties of the products 
E) the possibility of having beautiful eyes 
A) the natural ingredients 
B) the Silkskin brand 
C) the products' revolutionary packaging 
D) the hypoallergenic properties of the products 
E) the possibility of having beautiful eyes

Question 5

Product mix depth refers to ________.

Accepted Answer

A) the number of versions offered for each product in the line 
B) how closely related the various product lines are in end use, production requirements, distribution channels, or some other way 
C) the number of different product lines the company carries 
D) the total number of items a company carries within its product lines 
E) the total market share captured by the entire product line 
A) the number of versions offered for each product in the line 
B) how closely related the various product lines are in end use, production requirements, distribution channels, or some other way 
C) the number of different product lines the company carries 
D) the total number of items a company carries within its product lines 
E) the total market share captured by the entire product line

Question 6

The service profit chain consists of five links.Which of the following is one of these five links?

Accepted Answer

A) increased service inseparability 
B) decreased cost 
C) broader service mix 
D) increased service variability 
E) satisfied and loyal customers 
A) increased service inseparability 
B) decreased cost 
C) broader service mix 
D) increased service variability 
E) satisfied and loyal customers

Question 7

Which of the following is a pure tangible good?

Accepted Answer

A) shampoo 
B) a spa treatment 
C) financial advice 
D) a meal at a restaurant 
E) a medical check-up 
A) shampoo 
B) a spa treatment 
C) financial advice 
D) a meal at a restaurant 
E) a medical check-up

Question 8

Total quality management (TQM)is an approach in which all of the company's people are involved in constantly improving the quality of products,services,and business processes.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

Which of the following statements is most likely to be true regarding a shopping product?

Accepted Answer

A) It tends to have a lower price than a convenience product. 
B) A toothpaste is an example of a shopping product. 
C) As compared to convenience products, shopping products are purchased less frequently. 
D) Consumers buy shopping products with minimal comparison and buying effort. 
E) A life insurance policy is an example of a shopping product. 
A) It tends to have a lower price than a convenience product. 
B) A toothpaste is an example of a shopping product. 
C) As compared to convenience products, shopping products are purchased less frequently. 
D) Consumers buy shopping products with minimal comparison and buying effort. 
E) A life insurance policy is an example of a shopping product.

Question 11

Describe the various categories of industrial products with examples.

Accepted Answer

Industrial products are those products p

Question 12

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

Accepted Answer

A) Unsought 
B) Specialty 
C) Shopping 
D) Industrial 
E) Convenience 
A) Unsought 
B) Specialty 
C) Shopping 
D) Industrial 
E) Convenience

Question 13

Which of the following is an example of an unsought product?

Accepted Answer

A) furniture 
B) laundry detergent 
C) refrigerator 
D) toothpaste 
E) life insurance 
A) furniture 
B) laundry detergent 
C) refrigerator 
D) toothpaste 
E) life insurance

Question 14

Electronics company Sony sells its products under its own brand name.Thus,Sony is a ________ brand.

Accepted Answer

A) licensed 
B) private 
C) store 
D) national 
E) distributor 
A) licensed 
B) private 
C) store 
D) national 
E) distributor

Question 15

Which of the following is a desirable quality for a brand name?

Accepted Answer

A) The name should be difficult to pronounce. 
B) The name should be a word used in day-to-day life rather than being distinctive. 
C) The name should not suggest anything about the product quality. 
D) The name should translate easily into foreign languages. 
E) The name should not be extendable. 
A) The name should be difficult to pronounce. 
B) The name should be a word used in day-to-day life rather than being distinctive. 
C) The name should not suggest anything about the product quality. 
D) The name should translate easily into foreign languages. 
E) The name should not be extendable.

Question 16

Orienting and motivating customer-contact employees and service-support people to work as a team to provide customer satisfaction is known as social marketing.

Accepted Answer

A) True 
 B)False

Question 17

An office building is an example of an industrial product that falls under the category of capital items.

Accepted Answer

A) True 
 B)False

Question 18

Orienting and motivating customer-contact employees and service-support people to work as a team to provide customer satisfaction is known as ________ marketing.

Accepted Answer

A) social 
B) organizational 
C) differentiated 
D) internal 
E) horizontal 
A) social 
B) organizational 
C) differentiated 
D) internal 
E) horizontal

Question 19

What is organization marketing? Explain with the help of an example.

Accepted Answer

Organizations often carry out activities

Question 20

A laundry detergent is most likely to be an example of a(n)________ product.

Accepted Answer

A) unsought 
B) shopping 
C) convenience 
D) specialty 
E) industrial 
A) unsought 
B) shopping 
C) convenience 
D) specialty 
E) industrial

A brand extension gives a new product instant recognition and faster acceptance.

Discuss the concept of brand positioning.

BerryBerry is a fruit juice company that has traditionally sold five varieties of mixed-fruit juices: DazzleBerry,AquaBerry,MangoBerry,FuschiaBerry,and GloBerry.The company wants to add more products to its lineup.Which of the following is an example of co-branding?

Product mix depth refers to ________.

The service profit chain consists of five links.Which of the following is one of these five links?

Which of the following is a pure tangible good?

Total quality management (TQM)is an approach in which all of the company's people are involved in constantly improving the quality of products,services,and business processes.

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

Which of the following statements is most likely to be true regarding a shopping product?

Describe the various categories of industrial products with examples.

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

Which of the following is an example of an unsought product?

Electronics company Sony sells its products under its own brand name.Thus,Sony is a ________ brand.

Which of the following is a desirable quality for a brand name?

Orienting and motivating customer-contact employees and service-support people to work as a team to provide customer satisfaction is known as social marketing.

An office building is an example of an industrial product that falls under the category of capital items.

Orienting and motivating customer-contact employees and service-support people to work as a team to provide customer satisfaction is known as ________ marketing.

What is organization marketing? Explain with the help of an example.

A laundry detergent is most likely to be an example of a(n)________ product.

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

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Marketing Channels Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 7: Product,Services,and Brands: Building Customer Value

A brand extension gives a new product instant recognition and faster acceptance.

Discuss the concept of brand positioning.

BerryBerry is a fruit juice company that has traditionally sold five varieties of mixed-fruit juices: DazzleBerry,AquaBerry,MangoBerry,FuschiaBerry,and GloBerry.The company wants to add more products to its lineup.Which of the following is an example of co-branding?

Product mix depth refers to ________.

The service profit chain consists of five links.Which of the following is one of these five links?

Which of the following is a pure tangible good?

Total quality management (TQM)is an approach in which all of the company's people are involved in constantly improving the quality of products,services,and business processes.

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

Which of the following statements is most likely to be true regarding a shopping product?

Describe the various categories of industrial products with examples.

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

Which of the following is an example of an unsought product?

Electronics company Sony sells its products under its own brand name.Thus,Sony is a ________ brand.

Which of the following is a desirable quality for a brand name?

Orienting and motivating customer-contact employees and service-support people to work as a team to provide customer satisfaction is known as social marketing.

An office building is an example of an industrial product that falls under the category of capital items.

Orienting and motivating customer-contact employees and service-support people to work as a team to provide customer satisfaction is known as ________ marketing.

What is organization marketing? Explain with the help of an example.

A laundry detergent is most likely to be an example of a(n)________ product.

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

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Marketing Channels Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters