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

________ is an approach in which all the company's people are involved in constantly improving the quality of products,services and business processes.

In a service business,the customer and front-line service employee interact to create the service.

A replacement diet meal with the brand name of Quik-Loss is a desirable brand name because it exhibits which of the following brand name characteristics?

Kellogg's produces a variety of cereals.This variety is called its product line.

A stripped-down model,one without any extras,is the starting point.The company can create higher-level models by adding ________.

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

A(n)________ brand is a brand created and owned by a manufacturer or creator of a product or service.

Which of the following capital items is NOT considered accessory equipment?

Major brand marketers often spend huge amounts on advertising to create brand ________ and to build preference and loyalty.

Product planners consider products and services on three levels.The most basic level is the ________,which addresses the question,'What is the buyer really buying?'

Product quality has two dimensions ________ and ________.

A ________ consists of all the product lines and items that a particular seller offers for sale.

You have just flown first-class from Auckland to Sydney.Last month you flew economy-class on the same route.When evaluating the quality of service you received on both flights,you admit that you preferred the economy-class flight.List and describe three possible factors that may have led to that variability.

A company can increase its business in four ways.Which is NOT one of these ways?

Performance quality refers to the ability of a product to ________ its functions.

It is harder to judge ________ quality than product quality.

The characteristics of convenience,shopping,specialty and unsought goods play a major role in determining the marketing mix for products in each of these categories.Briefly describe the distribution and pricing ramifications of each type of product.Which channel member(s)is / are most likely to bear the brunt of the promotional burden for each?

Which of the following is NOT one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength?

At the very least,the ________ identifies the product or brand.It might also describe several things about the product and promote the brand.

Service productivity can be managed by increasing the quantity of service and giving up some quality.