Question 1

Out of the three product levels,the "actual product" is the most basic level of a product.

Accepted Answer

A) True 
 B)False

Question 2

A product line is considered to be too long if the manager can ________.

Accepted Answer

A) decrease costs by adding items 
B) increase market share by dropping items 
C) increase profits by dropping items 
D) decrease costs by dropping items 
E) increase profits by adding items 
A) decrease costs by adding items 
B) increase market share by dropping items 
C) increase profits by dropping items 
D) decrease costs by dropping items 
E) increase profits by adding items

Question 3

Which of the following terms best describes a group of products that are closely related because they function in a similar manner,are sold to the same customer groups,are marketed through the same types of outlets,or fall within given price ranges?

Accepted Answer

A) product umbrella 
B) product assemblage 
C) product line 
D) product congregation 
E) product cluster 
A) product umbrella 
B) product assemblage 
C) product line 
D) product congregation 
E) product cluster

Question 4

Explain the concept of line extensions and brand extensions.

Accepted Answer

Line extensions occur when a company ext

Question 5

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 would indicate that BerryBerry follows a multibranding strategy?

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 6

Which of the following is an industrial product in the category of capital items?

Accepted Answer

A) factory 
B) cement 
C) crude petroleum 
D) coal 
E) paint 
A) factory 
B) cement 
C) crude petroleum 
D) coal 
E) paint

Question 7

When buying convenience products and services,consumers spend a lot of time and effort in gathering information and making comparisons.

Accepted Answer

A) True 
 B)False

Question 8

Service perishability means that ________.

Accepted Answer

A) evaluation of services is subjective and it changes from customer to customer 
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) services cannot be separated from their providers, whether the providers are people or machines 
A) evaluation of services is subjective and it changes from customer to customer 
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) services cannot be separated from their providers, whether the providers are people or machines

Question 9

A product is defined as anything that can be offered to a market for attention,acquisition,use,or consumption that might satisfy a want or need.

Accepted Answer

A) True 
 B)False

Question 10

Shopping product marketers usually distribute their products through fewer outlets but provide deeper sales support to help customers in their comparison efforts.

Accepted Answer

A) True 
 B)False

Question 11

Unsought products are consumer products that the consumer either does not know about or knows about but does not normally consider buying.

Accepted Answer

A) True 
 B)False

Question 12

Brand ________ is the differential effect that knowing the brand name has on customer response to the product and its marketing.

Accepted Answer

A) capital 
B) stake 
C) wealth 
D) credit 
E) equity 
A) capital 
B) stake 
C) wealth 
D) credit 
E) equity

Question 13

Service inseparability means that ________.

Accepted Answer

A) evaluation of services is subjective and it changes from customer to customer 
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) services cannot be separated from their providers, whether the providers are people or machines 
A) evaluation of services is subjective and it changes from customer to customer 
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) services cannot be separated from their providers, whether the providers are people or machines

Question 14

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 would be considered the augmented product for Silkskin's line of eye makeup?

Accepted Answer

A) the natural ingredients 
B) after-sales beauty advice offered by Silkskin 
C) the products revolutionary packaging 
D) the hypoallergenic properties of the products 
E) the Silkskin brand 
A) the natural ingredients 
B) after-sales beauty advice offered by Silkskin 
C) the products revolutionary packaging 
D) the hypoallergenic properties of the products 
E) the Silkskin brand

Question 15

Which of the following brands is positioned based on product attributes?

Accepted Answer

A) Trowbridge Homestays: Where you feel at home 
B) Berglee's Breakfast Cereals: Blending nutrition and great taste 
C) DMX Bikes: All performance, all the time 
D) McAdams Financial Services: Accuracy and Integrity 
E) Reed Watches: When it's Time for Business 
A) Trowbridge Homestays: Where you feel at home 
B) Berglee's Breakfast Cereals: Blending nutrition and great taste 
C) DMX Bikes: All performance, all the time 
D) McAdams Financial Services: Accuracy and Integrity 
E) Reed Watches: When it's Time for Business

Question 16

________ products are distributed exclusively in only one or a few outlets per market area and they have unique characteristics or brand identification.

Accepted Answer

A) Unsought 
B) Tertiary 
C) Transactional 
D) Convenience 
E) Specialty 
A) Unsought 
B) Tertiary 
C) Transactional 
D) Convenience 
E) Specialty

Question 17

Product line ________ involves adding more items within the present range of the line.

Accepted Answer

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

Question 18

Service variability means that ________.

Accepted Answer

A) evaluation of services is subjective and it changes from customer to customer 
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) services cannot be separated from their providers, whether the providers are people or machines 
A) evaluation of services is subjective and it changes from customer to customer 
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) services cannot be separated from their providers, whether the providers are people or machines

Question 19

In the case of industrial products in the category of materials and parts,branding and advertising tend to be more important marketing factors than price and service.

Accepted Answer

A) True 
 B)False

Question 20

Support services are an important part of the customer's overall brand experience.

Accepted Answer

A) True 
 B)False

Out of the three product levels,the "actual product" is the most basic level of a product.

A product line is considered to be too long if the manager can ________.

Which of the following terms best describes a group of products that are closely related because they function in a similar manner,are sold to the same customer groups,are marketed through the same types of outlets,or fall within given price ranges?

Explain the concept of line extensions and brand extensions.

Which of the following is an industrial product in the category of capital items?

When buying convenience products and services,consumers spend a lot of time and effort in gathering information and making comparisons.

Service perishability means that ________.

A product is defined as anything that can be offered to a market for attention,acquisition,use,or consumption that might satisfy a want or need.

Shopping product marketers usually distribute their products through fewer outlets but provide deeper sales support to help customers in their comparison efforts.

Unsought products are consumer products that the consumer either does not know about or knows about but does not normally consider buying.

Brand ________ is the differential effect that knowing the brand name has on customer response to the product and its marketing.

Service inseparability means that ________.

Which of the following brands is positioned based on product attributes?

________ products are distributed exclusively in only one or a few outlets per market area and they have unique characteristics or brand identification.

Product line ________ involves adding more items within the present range of the line.

Service variability means that ________.

In the case of industrial products in the category of materials and parts,branding and advertising tend to be more important marketing factors than price and service.

Support services are an important part of the customer's overall brand experience.

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

Out of the three product levels,the "actual product" is the most basic level of a product.

A product line is considered to be too long if the manager can ________.

Which of the following terms best describes a group of products that are closely related because they function in a similar manner,are sold to the same customer groups,are marketed through the same types of outlets,or fall within given price ranges?

Explain the concept of line extensions and brand extensions.

Which of the following is an industrial product in the category of capital items?

When buying convenience products and services,consumers spend a lot of time and effort in gathering information and making comparisons.

Service perishability means that ________.

A product is defined as anything that can be offered to a market for attention,acquisition,use,or consumption that might satisfy a want or need.

Shopping product marketers usually distribute their products through fewer outlets but provide deeper sales support to help customers in their comparison efforts.

Unsought products are consumer products that the consumer either does not know about or knows about but does not normally consider buying.

Brand ________ is the differential effect that knowing the brand name has on customer response to the product and its marketing.

Service inseparability means that ________.

Which of the following brands is positioned based on product attributes?

________ products are distributed exclusively in only one or a few outlets per market area and they have unique characteristics or brand identification.

Product line ________ involves adding more items within the present range of the line.

Service variability means that ________.

In the case of industrial products in the category of materials and parts,branding and advertising tend to be more important marketing factors than price and service.

Support services are an important part of the customer's overall brand experience.

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