Question 1

Training service employees in the fine art of communicating with customers to satisfy their needs is known as ________ marketing.

Accepted Answer

A) horizontal 
B) interactive 
C) advocacy 
D) social 
E) internal 
A) horizontal 
B) interactive 
C) advocacy 
D) social 
E) internal

Question 2

What are the two ways in which a company can extend its product line?

Accepted Answer

A product line is a group of products th

Question 3

Describe the significance of labeling.

Accepted Answer

Labels range from simple tags attached t

Question 4

Describe the significance of packaging.

Accepted Answer

Packaging involves designing and produci

Question 5

What is brand equity?

Accepted Answer

Brand equity is the differential effect

Question 6

Industrial products are classified as convenience products,shopping products,specialty products,and unsought products.

Accepted Answer

A) True 
 B)False

Question 7

Furniture is an example of a shopping product.

Accepted Answer

A) True 
 B)False

Question 8

What is a product? What are the three levels of a product?

Accepted Answer

A product is anything that can be offere

Question 9

Service intangibility means that ________.

Accepted Answer

A) services cannot be separated from their providers, whether the providers are people or machines 
B) the quality of services depends on who provides them as well as when, where, and how they are provided 
C) services cannot be stored for later sale or use 
D) services cannot be seen, tasted, felt, heard, or smelled before they are bought 
E) evaluation of services is subjective and it changes from customer to customer 
A) services cannot be separated from their providers, whether the providers are people or machines 
B) the quality of services depends on who provides them as well as when, where, and how they are provided 
C) services cannot be stored for later sale or use 
D) services cannot be seen, tasted, felt, heard, or smelled before they are bought 
E) evaluation of services is subjective and it changes from customer to customer

Question 10

Product mix width 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 11

A company lengthening its product line by adding low-end products is an example of product line ________.

Accepted Answer

A) filling 
B) strengthening 
C) mixing 
D) stretching 
E) widening 
A) filling 
B) strengthening 
C) mixing 
D) stretching 
E) widening

Question 12

Which of the following would be considered part of the augmented product rather than the actual product or core customer value?

Accepted Answer

A) product quality 
B) warranty 
C) brand name 
D) design 
E) packaging 
A) product quality 
B) warranty 
C) brand name 
D) design 
E) packaging

Question 13

Describe the various categories of consumer products.

Accepted Answer

Consumer products are products and servi

Question 14

Shopping products tend to have lower prices than convenience products.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A) Aggregated branding 
B) Co-branding 
C) Private branding 
D) Multibranding 
E) Clustered branding 
A) Aggregated branding 
B) Co-branding 
C) Private branding 
D) Multibranding 
E) Clustered branding

Question 16

High brand equity provides a company with many competitive advantages.

Accepted Answer

A) True 
 B)False

Question 17

An augmented product is a product that is built around the core benefit and actual product by offering additional consumer services and benefits.

Accepted Answer

A) True 
 B)False

Question 18

________ occurs when a company uses its existing brand name for new forms,colors,sizes,ingredients,or flavors of an existing product category.

Accepted Answer

A) Line extension 
B) Co-branding 
C) Private labeling 
D) Brand extension 
E) Clustered branding 
A) Line extension 
B) Co-branding 
C) Private labeling 
D) Brand extension 
E) Clustered branding

Question 19

As compared to shopping products,convenience products are purchased less frequently.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

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

Training service employees in the fine art of communicating with customers to satisfy their needs is known as ________ marketing.

What are the two ways in which a company can extend its product line?

Describe the significance of labeling.

Describe the significance of packaging.

What is brand equity?

Industrial products are classified as convenience products,shopping products,specialty products,and unsought products.

Furniture is an example of a shopping product.

What is a product? What are the three levels of a product?

Service intangibility means that ________.

Product mix width refers to ________.

A company lengthening its product line by adding low-end products is an example of product line ________.

Which of the following would be considered part of the augmented product rather than the actual product or core customer value?

Describe the various categories of consumer products.

Shopping products tend to have lower prices than convenience products.

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

High brand equity provides a company with many competitive advantages.

An augmented product is a product that is built around the core benefit and actual product by offering additional consumer services and benefits.

________ occurs when a company uses its existing brand name for new forms,colors,sizes,ingredients,or flavors of an existing product category.

As compared to shopping products,convenience products are purchased less frequently.

A refrigerator 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

Training service employees in the fine art of communicating with customers to satisfy their needs is known as ________ marketing.

What are the two ways in which a company can extend its product line?

Describe the significance of labeling.

Describe the significance of packaging.

What is brand equity?

Industrial products are classified as convenience products,shopping products,specialty products,and unsought products.

Furniture is an example of a shopping product.

What is a product? What are the three levels of a product?

Service intangibility means that ________.

Product mix width refers to ________.

A company lengthening its product line by adding low-end products is an example of product line ________.

Which of the following would be considered part of the augmented product rather than the actual product or core customer value?

Describe the various categories of consumer products.

Shopping products tend to have lower prices than convenience products.

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

High brand equity provides a company with many competitive advantages.

An augmented product is a product that is built around the core benefit and actual product by offering additional consumer services and benefits.

________ occurs when a company uses its existing brand name for new forms,colors,sizes,ingredients,or flavors of an existing product category.

As compared to shopping products,convenience products are purchased less frequently.

A refrigerator 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