Question 1

A product's ________ identifies the product or brand, describes several things about the product, and promotes the brand.

Accepted Answer

A)  line extension 
B)  portfolio 
C)  label 
D)  design 
E)  feature 
A)  line extension 
B)  portfolio 
C)  label 
D)  design 
E)  feature

Question 2

________ are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.

Accepted Answer

A)  Unsought products 
B)  Capital items 
C)  Shopping products 
D)  Convenience products 
E)  Supplies and repair services 
A)  Unsought products 
B)  Capital items 
C)  Shopping products 
D)  Convenience products 
E)  Supplies and repair services

Question 3

Service inseparability means that the quality of services depends on who provides them, as well as when, where, and how they are provided.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is true with regard to services?

Accepted Answer

A)  Services refer to purely tangible products. 
B)  Services are a form of product that consists of activities, benefits, or satisfactions offered for sale. 
C)  Services can be stored for later use. 
D)  Services can be easily separated from their providers. 
E)  Services are tangible product offerings whose quality can be easily measured. 
A)  Services refer to purely tangible products. 
B)  Services are a form of product that consists of activities, benefits, or satisfactions offered for sale. 
C)  Services can be stored for later use. 
D)  Services can be easily separated from their providers. 
E)  Services are tangible product offerings whose quality can be easily measured.

Question 5

Which of the following actions is a restaurant owner most likely to take in order to reduce problems associated with service intangibility?

Accepted Answer

A)  increase entree prices after 6:00 p.m. 
B)  provide clean tablecloths and fresh napkins for each new customer 
C)  empower employees to handle customer complaints 
D)  offer discounted prices for appetizers ordered during happy hour 
E)  hold regular employee workshops focusing on customer service 
A)  increase entree prices after 6:00 p.m. 
B)  provide clean tablecloths and fresh napkins for each new customer 
C)  empower employees to handle customer complaints 
D)  offer discounted prices for appetizers ordered during happy hour 
E)  hold regular employee workshops focusing on customer service

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying.

Accepted Answer

A)  Specialty products 
B)  Convenience products 
C)  Unsought products 
D)  Shopping products 
E)  Capital items 
A)  Specialty products 
B)  Convenience products 
C)  Unsought products 
D)  Shopping products 
E)  Capital items

Question 8

A good brand name should most likely be ________.

Accepted Answer

A)  trendy 
B)  complex 
C)  long 
D)  conventional 
E)  distinctive 
A)  trendy 
B)  complex 
C)  long 
D)  conventional 
E)  distinctive

Question 9

A good design begins with ________.

Accepted Answer

A)  brainstorming new product ideas 
B)  making prototypes of the planned product 
C)  identifying the most suitable and aesthetic packaging 
D)  brainstorming technical product specifications 
E)  observing and understanding customers and shaping their product-use experience 
A)  brainstorming new product ideas 
B)  making prototypes of the planned product 
C)  identifying the most suitable and aesthetic packaging 
D)  brainstorming technical product specifications 
E)  observing and understanding customers and shaping their product-use experience

Question 10

Alex Smith rents storage space to college students who go home for the summer but do not want to haul all of their property home and back. The business is profitable during the summer months, but when the storage space is unoccupied in the off-season, Alex loses money. Which of the following characteristics of service is most likely the source of Alex's problem?

Accepted Answer

A)  intangibility 
B)  perishability 
C)  inconsistency 
D)  variability 
E)  inseparability 
A)  intangibility 
B)  perishability 
C)  inconsistency 
D)  variability 
E)  inseparability

Question 11

Which of the following exemplifies a service?

Accepted Answer

A)  candy 
B)  laptop 
C)  hair salon 
D)  car 
E)  laundry detergent 
A)  candy 
B)  laptop 
C)  hair salon 
D)  car 
E)  laundry detergent

Question 12

Service companies can differentiate their service delivery by having more able and reliable customer-contact people.

Accepted Answer

A) True 
 B)False

Question 13

What are the desirable qualities for a brand name?

Accepted Answer

Desirable qualities for a brand name inc

Question 14

Product line filling is overdone if it results in cannibalization and customer confusion.

Accepted Answer

A) True 
 B)False

Question 15

Describe the principal functions of packaging.

Accepted Answer

Packaging involves designing and produci

Question 16

Gainville Inc. manufactures Android phones. Each new Gainville phone launch advances the cause of democratizing technology. Gainville, an expert in fostering customer community, engages customers at a deep, emotional level, and has been ranked one of the Breakaway Brands by the brand consultancy, Kendell Associates. Gainville is most likely positioned on ________.

Accepted Answer

A)  basic product attributes 
B)  short-term benefits 
C)  service variability 
D)  self-image enhancement 
E)  strong beliefs and values 
A)  basic product attributes 
B)  short-term benefits 
C)  service variability 
D)  self-image enhancement 
E)  strong beliefs and values

Question 17

Convenience products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.

Accepted Answer

A) True 
 B)False

Question 18

The major product line decision involves product ________, the number of items in the product line.

Accepted Answer

A)  features 
B)  line depth 
C)  line conformance 
D)  line length 
E)  packaging 
A)  features 
B)  line depth 
C)  line conformance 
D)  line length 
E)  packaging

Question 19

The service profit chain includes internal service quality, satisfied and productive service employees, greater service value, healthy service profits and growth, and ________.

Accepted Answer

A)  higher market share 
B)  better paid employees 
C)  satisfied and loyal customers 
D)  increased manufacturing efficiency 
E)  higher morale 
A)  higher market share 
B)  better paid employees 
C)  satisfied and loyal customers 
D)  increased manufacturing efficiency 
E)  higher morale

Question 20

Market offering includes everything from pure tangible goods to pure services, as well as combinations of goods and services. Which of the following is NOT a product or service?

Accepted Answer

A)  breakfast cereal 
B)  rental car 
C)  free concert 
D)  shoes 
E)  haircut 
A)  breakfast cereal 
B)  rental car 
C)  free concert 
D)  shoes 
E)  haircut

A product's ________ identifies the product or brand, describes several things about the product, and promotes the brand.

________ are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.

Service inseparability means that the quality of services depends on who provides them, as well as when, where, and how they are provided.

Which of the following is true with regard to services?

Which of the following actions is a restaurant owner most likely to take in order to reduce problems associated with service intangibility?

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

________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying.

A good brand name should most likely be ________.

A good design begins with ________.

Which of the following exemplifies a service?

Service companies can differentiate their service delivery by having more able and reliable customer-contact people.

What are the desirable qualities for a brand name?

Product line filling is overdone if it results in cannibalization and customer confusion.

Describe the principal functions of packaging.

Convenience products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.

The major product line decision involves product ________, the number of items in the product line.

The service profit chain includes internal service quality, satisfied and productive service employees, greater service value, healthy service profits and growth, and ________.

Market offering includes everything from pure tangible goods to pure services, as well as combinations of goods and services. Which of the following is NOT a product or service?

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Buyer Behavior

Business Markets and Business Buyer Behavior

Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

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

A product's ________ identifies the product or brand, describes several things about the product, and promotes the brand.

________ are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.

Service inseparability means that the quality of services depends on who provides them, as well as when, where, and how they are provided.

Which of the following is true with regard to services?

Which of the following actions is a restaurant owner most likely to take in order to reduce problems associated with service intangibility?

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

________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying.

A good brand name should most likely be ________.

A good design begins with ________.

Which of the following exemplifies a service?

Service companies can differentiate their service delivery by having more able and reliable customer-contact people.

What are the desirable qualities for a brand name?

Product line filling is overdone if it results in cannibalization and customer confusion.

Describe the principal functions of packaging.

Convenience products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.

The major product line decision involves product ________, the number of items in the product line.

The service profit chain includes internal service quality, satisfied and productive service employees, greater service value, healthy service profits and growth, and ________.

Market offering includes everything from pure tangible goods to pure services, as well as combinations of goods and services. Which of the following is NOT a product or service?

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Buyer Behavior

Business Markets and Business Buyer Behavior

Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters