Exam 8: Products, Services, and Brands: Building Customer Value

________ 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.

What is a product?

Which of the following is one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength?

What is the core customer value a customer might purchase when buying Urban Decay cosmetics?

What are the different brand sponsorship options available to manufacturers?

Service ________ means that services cannot be stored for later sale or use.

Product planners need to consider products and services on three levels. At the third level, product planners must build ________.

Which of the following is an example of a pure tangible good?

Branding decisions include determining a product price.

Service companies can differentiate their service delivery by ________.

Services are growing more slowly in the world economy as a percentage of gross world product than in the U.S. economy, as a percentage of gross domestic product.

Refer to the scenario below to answer the following question(s). Ruben Delgado built his enterprise on the faithful patronage of four specialty shops and a large contract from Elmore Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his contract with Elmore ended. Ruben built a company reputation on the manufacturing and distribution of a variety of wooden writing utensils with customized engravings. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops alone were not profitable. Ruben Delgado established a brand name, known merely as Delgado, and decided to expand on it. Ruben extended his writing utensil lines to include quills, felt-tip pens, and multiple-cartridge pens that write in different colors. He even added a line of various grades of personalized stationery and business cards. Perhaps Ruben's biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Delgado, as well as nurture existing accounts. "We make an excellent product," Ruben Delgado stated, "and we honor a good guarantee on everything we sell. But let's face it-we face hundreds of competitors! We need Delgado representatives out there to help prospects understand what they should demand in something as simple as a writing tool." The Delgado brand was fast-becoming synonymous with top-notch customer service. Part of the purchase package brought personal visits from the Delgado representative, before the purchase and long after. -Which type of product does Delgado manufacture?

Brand ________ refers to how consumers feel if a brand meets their needs.

Product mix ________ refers to the total number of items a company carries within its product lines.

Lubricants, coal, paper, and pencils are examples of ________.

________ marketing consists of activities undertaken to create, maintain, or change attitudes toward particular people. People ranging from presidents, entertainers, and sports figures to professionals such as doctors, lawyers, and architects use it to build their reputations.

Tourism Australia's global marketing campaign, "There's nothing like Australia" is an example of ________ marketing.

________ refers to freedom from defects and consistency in delivering a targeted level of performance.

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