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

Which strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number-one or number-two market share positions in their categories?

Products that are bought frequently,immediately and with little deliberation,like soft drinks and chewing gum,are called ________ goods.

________ involves designing and producing the container or wrapper for a product.

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

A rocking chair constructed from recycled Australian timber,Jarrah,and handmade by a skilled artisan using traditional joinery methods is a(n)________.

Woolworths Select products are an example of a ________.

What are the two dimensions of product quality?

________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.

Which of the following is the lowest level on which marketers can position their brands in target customers' minds?

Companies are realising the power of good packaging to create immediate consumer recognition of a brand.For example,an average supermarket stocks ________ items.

A ________ involves the use of a successful brand name to launch new or modified products in a new category.

The factor of ________ indicates that when considering services,there is no stored inventory.

Some ski resorts promote summer vacation packages to people who like to take nature walks,go fishing and enjoy the mountain vistas.This is one way to deal with the ________ characteristic of service.

An increasing number of retailers and wholesalers have created their own ________,also called store brands.

Companies need to periodically ________ their brands' strengths and weaknesses in an effort to turn up brands that need more support,brands that need to be dropped,or brands that must be rebranded or repositioned because of changing customer preferences or new competitors.

The second level of a product is the ________,which refers to the tangible product itself,service features,design,quality level,brand name and packaging.

Products that the customer either does not know about or knows about but does not think of buying are known as ________ products.

An example of service variability is that within a given hotel,one registration-desk employee may be cheerful and efficient whereas another may be unpleasant and slow.

A company can expand its product line in one of two common ways.Which of the following is one of those ways?

All of the following are a manufacturer's sponsorship options for a product EXCEPT ________.