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

Product mix ________ refers to the number of different product lines the company carries.Sony markets a wide range of consumer and industrial products around the world,from TVs to semiconductors.

Many companies now use a combination of phone,email,fax,internet,and other technologies to provide ________ that were not possible previously.

While advertising campaigns can help to create name recognition,brand knowledge and maybe even some brand preference,brands are not maintained by advertising but by ________.

Most manufactured materials and parts are sold directly to ________.Price and service are the major marketing factors;branding and advertising tend to be less important.

Because so many purchase decisions are made in stores,a product's packaging may be a seller's last and best chance to influence consumers.

Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance?

Many people today do not understand dining-out etiquette-that is,which piece of cutlery to use in a multiple course banquet,how to eat special foods such as whole fish or strawberries,or how to butter a dinner roll.To provide this etiquette knowledge for business professionals,many companies are hiring a service that offers short,one-day courses in table etiquette.Use the four characteristics of service to describe this service and provide one method that can be used to reduce the problems associated with each characteristic.

Product support services identify the product or brand,describe several things about the product and promote the product through attractive graphics.

Product planners must design the actual product and also find ways to ________ it in order to create the bundle of benefits that will create the most customer value.

For a fee,some companies ________ names or symbols previously created by other manufacturers,names of well-known celebrities,and / or characters from popular movies and books,any of which can provide an instant and proven brand name.

The third level of a product that product planners consider is a(n)________ around the core benefit and actual product that offers additional consumer services and benefits.

Service providers must consider four special service characteristics when designing marketing programs.Which is NOT one of these characteristics?

Cadel's Bicycle Shop offers an extended warranty on the bicycles it sells,a free check-up after one month of use,and will assemble and deliver bicycles.In terms of the customer value hierarchy,the bicycle shop is offering a(n)________ product.