Question 1

When a company lengthens its product line beyond its current range,it is ________.

Accepted Answer

A) product line filling 
B) product line stretching 
C) product mixing 
D) increasing product depth 
E) building brand equity 
A) product line filling 
B) product line stretching 
C) product mixing 
D) increasing product depth 
E) building brand equity B

Question 2

Sony offers consumers more than just camcorders;it provides consumers with a complete solution to their picture-taking problems.This offering is called an augmented product.

Accepted Answer

A) True 
 B)False  True

Question 3

Co-branding is a form of product sponsorship that consists of activities,benefits or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.

Accepted Answer

A) True 
 B)False  False

Question 4

A company has four choices when it comes to developing brands.Which is NOT one of those choices?

Accepted Answer

A) line extension 
B) brand extension 
C) multibrands 
D) width and depth extension 
E) new brands 
A) line extension 
B) brand extension 
C) multibrands 
D) width and depth extension 
E) new brands

Question 5

Provide examples of the following:
•place marketing
•person marketing
•social marketing.

Accepted Answer

Student responses will vary.The importan

Question 6

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

Accepted Answer

A) A brand extension 
B) Brand equity 
C) Co-branding 
D) Internal marketing 
E) Cannibalisation 
A) A brand extension 
B) Brand equity 
C) Co-branding 
D) Internal marketing 
E) Cannibalisation

Question 7

Who will win 'the battle of the brands' between manufacturers' brands and private label brands? Support your position.

Accepted Answer

(1)The battle of the brands refers to th

Question 8

Some billboards advertise that a certain service station has clean restrooms with the idea that clean restrooms imply the entire operation is devoted to customer satisfaction.Advertising a clean restroom is one method used to manage the service characteristic of ________.

Accepted Answer

The answer of Some billboards advertise that a certain service...

Question 9

Helene Curtis began to market shampoo for normal hair.In an attempt to increase profits and use excess market capacity,Helene Curtis then marketed shampoo for oily hair and colour-treated hair.This is an example of ________.

Accepted Answer

A) line filling 
B) line stretching 
C) product penetration 
D) positioning 
E) marketing mix 
A) line filling 
B) line stretching 
C) product penetration 
D) positioning 
E) marketing mix

Question 10

________ are less frequently purchased consumer products and services that customers compare carefully on suitability,quality,price and style.Consumers spend much time and effort in gathering information and making comparisons about these products.

Accepted Answer

A) Shopping products 
B) Convenience products 
C) Unsought products 
D) Industrial products 
E) Line extensions 
A) Shopping products 
B) Convenience products 
C) Unsought products 
D) Industrial products 
E) Line extensions

Question 11

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

Accepted Answer

A) Unsought products 
B) Specialty products 
C) Shopping products 
D) Industrial products 
E) Accessories 
A) Unsought products 
B) Specialty products 
C) Shopping products 
D) Industrial products 
E) Accessories

Question 12

Carefully distinguish between a product line extension and a brand extension.Use relevant non-text book examples to illustrate your answer.

Accepted Answer

A product line extension occurs when a c

Question 13

When a brand loses the trust it has engendered,its ________ soon declines.

Accepted Answer

The answer of When a brand loses the trust it...

Question 14

________ has been affected by the need to include unit pricing,open dating and nutritional information.

Accepted Answer

A) Branding 
B) Packaging 
C) Labelling 
D) Product line filling 
E) Product mixing 
A) Branding 
B) Packaging 
C) Labelling 
D) Product line filling 
E) Product mixing

Question 15

Successful service companies focus their attention on both their customers and their employees.

Accepted Answer

A) True 
 B)False

Question 16

When a restaurant provides gourmet menu options to its customers,as well as impeccable service which even allows customers to hand-select their own cuts of meat,________ is / are evident.

Accepted Answer

A) only an actual product 
B) only an augmented product 
C) only a core benefit 
D) both a core benefit and an actual product 
E) a core benefit,an actual product and an augmented product 
A) only an actual product 
B) only an augmented product 
C) only a core benefit 
D) both a core benefit and an actual product 
E) a core benefit,an actual product and an augmented product

Question 17

A combination of a product's parts,styling,features,brand name,packaging and other attributes is known as the ________ product.

Accepted Answer

The answer of A combination of a product's parts,styling,features,brand name,packaging...

Question 18

Which of the following is / are examples of product mix depth?

Accepted Answer

A) hamburger and cheeseburger 
B) hamburger and ice cream 
C) Coke and Diet Coke 
D) A and C 
E) All of the above. 
A) hamburger and cheeseburger 
B) hamburger and ice cream 
C) Coke and Diet Coke 
D) A and C 
E) All of the above.

Question 19

________ items are industrial goods and services that aid in the buyer's production or operations,including installations and accessory equipment.

Accepted Answer

The answer of ________ items are industrial goods and services...

Question 20

In the competition between ________ and ________ brands,retailers have the advantages of controlling what products will be stocked,where products will be stocked,what prices will be charged and which products will be featured in print promotions.

Accepted Answer

A) national;manufacturer's 
B) store;private 
C) national;private 
D) store;licensed 
E) private;distributor 
A) national;manufacturer's 
B) store;private 
C) national;private 
D) store;licensed 
E) private;distributor

When a company lengthens its product line beyond its current range,it is ________.

Sony offers consumers more than just camcorders;it provides consumers with a complete solution to their picture-taking problems.This offering is called an augmented product.

Co-branding is a form of product sponsorship that consists of activities,benefits or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.

A company has four choices when it comes to developing brands.Which is NOT one of those choices?

Provide examples of the following: •place marketing •person marketing •social marketing.

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

Who will win 'the battle of the brands' between manufacturers' brands and private label brands? Support your position.

Some billboards advertise that a certain service station has clean restrooms with the idea that clean restrooms imply the entire operation is devoted to customer satisfaction.Advertising a clean restroom is one method used to manage the service characteristic of ________.

Helene Curtis began to market shampoo for normal hair.In an attempt to increase profits and use excess market capacity,Helene Curtis then marketed shampoo for oily hair and colour-treated hair.This is an example of ________.

________ are less frequently purchased consumer products and services that customers compare carefully on suitability,quality,price and style.Consumers spend much time and effort in gathering information and making comparisons about these products.

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

Carefully distinguish between a product line extension and a brand extension.Use relevant non-text book examples to illustrate your answer.

When a brand loses the trust it has engendered,its ________ soon declines.

________ has been affected by the need to include unit pricing,open dating and nutritional information.

Successful service companies focus their attention on both their customers and their employees.

When a restaurant provides gourmet menu options to its customers,as well as impeccable service which even allows customers to hand-select their own cuts of meat,________ is / are evident.

A combination of a product's parts,styling,features,brand name,packaging and other attributes is known as the ________ product.

Which of the following is / are examples of product mix depth?

________ items are industrial goods and services that aid in the buyer's production or operations,including installations and accessory equipment.

In the competition between and brands,retailers have the advantages of controlling what products will be stocked,where products will be stocked,what prices will be charged and which products will be featured in print promotions.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Engagement, value and Relationships

The Marketplace and Customers: Analysing the Environment

Marketing Analytics: Gaining Customer Insights

Buyer Behaviour: Understanding Consumer and Business Buyers

Customer-Driven Marketing Strategy: Creating Value for Target Customers

New Products: Developing and Managing Innovation

Pricing: Capturing Customer Value

Placement: Customer Value Fulfilment

Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion: Creating Value in Relationships

Direct and Digital Marketing: Interactivity and Fulfilment

Sustainable Marketing: Social Responsibility, ethics and Legal Compliance

Filters

Exam 7: Products, services and Brands: Offering Customer Value

When a company lengthens its product line beyond its current range,it is ________.

Sony offers consumers more than just camcorders;it provides consumers with a complete solution to their picture-taking problems.This offering is called an augmented product.

Co-branding is a form of product sponsorship that consists of activities,benefits or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.

A company has four choices when it comes to developing brands.Which is NOT one of those choices?

Provide examples of the following: •place marketing •person marketing •social marketing.

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

Who will win 'the battle of the brands' between manufacturers' brands and private label brands? Support your position.

Some billboards advertise that a certain service station has clean restrooms with the idea that clean restrooms imply the entire operation is devoted to customer satisfaction.Advertising a clean restroom is one method used to manage the service characteristic of ________.

Helene Curtis began to market shampoo for normal hair.In an attempt to increase profits and use excess market capacity,Helene Curtis then marketed shampoo for oily hair and colour-treated hair.This is an example of ________.

________ are less frequently purchased consumer products and services that customers compare carefully on suitability,quality,price and style.Consumers spend much time and effort in gathering information and making comparisons about these products.

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

Carefully distinguish between a product line extension and a brand extension.Use relevant non-text book examples to illustrate your answer.

When a brand loses the trust it has engendered,its ________ soon declines.

________ has been affected by the need to include unit pricing,open dating and nutritional information.

Successful service companies focus their attention on both their customers and their employees.

When a restaurant provides gourmet menu options to its customers,as well as impeccable service which even allows customers to hand-select their own cuts of meat,________ is / are evident.

A combination of a product's parts,styling,features,brand name,packaging and other attributes is known as the ________ product.

Which of the following is / are examples of product mix depth?

________ items are industrial goods and services that aid in the buyer's production or operations,including installations and accessory equipment.

In the competition between ________ and ________ brands,retailers have the advantages of controlling what products will be stocked,where products will be stocked,what prices will be charged and which products will be featured in print promotions.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Engagement, value and Relationships

The Marketplace and Customers: Analysing the Environment

Marketing Analytics: Gaining Customer Insights

Buyer Behaviour: Understanding Consumer and Business Buyers

Customer-Driven Marketing Strategy: Creating Value for Target Customers

New Products: Developing and Managing Innovation

Pricing: Capturing Customer Value

Placement: Customer Value Fulfilment

Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion: Creating Value in Relationships

Direct and Digital Marketing: Interactivity and Fulfilment

Sustainable Marketing: Social Responsibility, ethics and Legal Compliance

Filters

In the competition between and brands,retailers have the advantages of controlling what products will be stocked,where products will be stocked,what prices will be charged and which products will be featured in print promotions.