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

________ occurs when a company introduces additional items in a given product category under the same brand name,such as new flavours,forms,colours,ingredients or package sizes.

John West brand tuna sells more than the same size competitive brand tuna,even though the other tuna costs $0.15 less per can.John West has high brand ________.

Companies should periodically use a technique,known as a brand audit,to evaluate their brands' strengths and weaknesses.

Physical goods are produced,then stored,later sold and still later consumed.In contrast,services are first sold,then ________ and ________ at the same time.

Each time the Coca Cola Company has introduced a new type of cola beverage,Coke Original lost sales.When Diet Coke was released it resulted in a loss of sales to the original.When Coke Zero was launched,it took sales away from both Coke Original and Diet Coke.This loss of sales,as a direct result of a brand extension strategy,is known as ________.

Attributes are the least desirable level for brand positioning because competitors can easily copy attributes,and customers are more interested in what attributes will do for them than in the attributes themselves.

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

Product-line length is influenced by company ________ and ________.

________ is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behaviour to improve their well-being and that of society.

Political marketing is an example of ________.

Which of the following is the MOST important for product designers to consider as they develop a product?

The fundamental asset underlying brand equity is ________- the value of the customer relationships that the brand creates.A powerful brand is important,but what it really represents is a set of loyal consumers.

Which of the following is NOT a desirable quality for a brand name?

Developing a product involves defining the benefits that it will offer.These benefits are communicated and delivered by ________ such as quality,features,and style and design.

________ means that services cannot be separated from their providers,whether the providers are people or machines.

Good ________ contributes to a product's usefulness as well as to its looks.

A ________ is 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 type of outlets or fall within given price ranges.

Discuss the environmental,market and industry factors that have contributed to the rise of private brands in Australia and New Zealand.

A manager of a Holiday Inn said,'We have power and value in the market and people are willing to pay for it'.This manager is referring to ________.

List and describe the 5 major decisions that companies make regarding their individual products and services.