Question 1

A company's product mix has four important dimensions: width, length, depth, and consistency.

Accepted Answer

A) True 
 B)False

Question 2

________ means that service quality depends on the quality of buyer-seller interaction during the service encounter.

Accepted Answer

A)  Interactive marketing 
B)  Service differentiation 
C)  Service productivity 
D)  Corporate image marketing 
E)  Traditional external marketing 
A)  Interactive marketing 
B)  Service differentiation 
C)  Service productivity 
D)  Corporate image marketing 
E)  Traditional external marketing

Question 3

Brand ________ is the differential effect that knowing the brand name has on customer response to the product and its marketing.

Accepted Answer

A)  differentiation 
B)  knowledge 
C)  equity 
D)  personality 
E)  relevance 
A)  differentiation 
B)  knowledge 
C)  equity 
D)  personality 
E)  relevance

Question 4

Marketing mix planning begins with ________.

Accepted Answer

A)  building an offering that brings value to target customers 
B)  finding a suitable promotion strategy for the product 
C)  setting a reasonable price for the product 
D)  selecting the right channel for distribution of the product 
E)  calculating the total costs involved in manufacturing the product 
A)  building an offering that brings value to target customers 
B)  finding a suitable promotion strategy for the product 
C)  setting a reasonable price for the product 
D)  selecting the right channel for distribution of the product 
E)  calculating the total costs involved in manufacturing the product

Question 5

Product mix ________ refers to the number of versions offered for each product in the line.

Accepted Answer

A)  length 
B)  depth 
C)  height 
D)  width 
E)  consistency 
A)  length 
B)  depth 
C)  height 
D)  width 
E)  consistency

Question 6

________ refers to the characteristics of a product or service that bear on its ability to satisfy stated or implied customer needs.

Accepted Answer

A)  Brand equity 
B)  Product quality 
C)  Product labeling 
D)  Brand image 
E)  Brand personality 
A)  Brand equity 
B)  Product quality 
C)  Product labeling 
D)  Brand image 
E)  Brand personality

Question 7

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

Accepted Answer

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

Question 8

The ________ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.

Accepted Answer

A)  length 
B)  depth 
C)  consistency 
D)  width 
E)  height 
A)  length 
B)  depth 
C)  consistency 
D)  width 
E)  height

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

Apollo Couriers, a company providing international express mail services, has a proactive customer communications team. The primary job of this team is to identify situations that led to customer dissatisfaction, and then provide quick remedies to fix the problems. To a great extent, this has helped Apollo in winning customer loyalty. In this instance, Apollo has benefitted from ________.

Accepted Answer

A)  product differentiation 
B)  good service recovery 
C)  multibranding 
D)  place marketing 
E)  co-branding 
A)  product differentiation 
B)  good service recovery 
C)  multibranding 
D)  place marketing 
E)  co-branding

Question 11

Which of the following is NOT a category of consumer products?

Accepted Answer

A)  unsought 
B)  specialty 
C)  convenience 
D)  luxury 
E)  shopping 
A)  unsought 
B)  specialty 
C)  convenience 
D)  luxury 
E)  shopping

Question 12

A hickory rocking chair, handmade by an Amish woodcarver in Lancaster, Pennsylvania, from locally grown wood, is an example of a ________.

Accepted Answer

A)  convenience product 
B)  capital item 
C)  service 
D)  specialty product 
E)  product attribute 
A)  convenience product 
B)  capital item 
C)  service 
D)  specialty product 
E)  product attribute

Question 13

Which of the following has become a major packaging concern in recent years?

Accepted Answer

A)  underpackaging 
B)  legibility of print 
C)  colors used 
D)  product safety 
E)  durability 
A)  underpackaging 
B)  legibility of print 
C)  colors used 
D)  product safety 
E)  durability

Question 14

Which of the following questions is most important for product designers to consider while developing a product?

Accepted Answer

A)  Which specific features of the product do customers like most? 
B)  How does the product appear to buyers? 
C)  What are the product's technical specifications? 
D)  How would customers use and benefit from the product? 
E)  How can the product be packaged to stimulate instant purchase? 
A)  Which specific features of the product do customers like most? 
B)  How does the product appear to buyers? 
C)  What are the product's technical specifications? 
D)  How would customers use and benefit from the product? 
E)  How can the product be packaged to stimulate instant purchase?

Question 15

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

Accepted Answer

A)  product mix 
B)  store brand 
C)  supply chain 
D)  value chain 
E)  line extension 
A)  product mix 
B)  store brand 
C)  supply chain 
D)  value chain 
E)  line extension

Question 16

Which of the following is true with regard to brand equity?

Accepted Answer

A)  Brand equity refers to how much consumers know about the brand. 
B)  High brand equity provides a company with many competitive advantages. 
C)  A brand has positive brand equity if consumers react less favorably to it than to an unbranded version. 
D)  Positive brand equity derives from low brand esteem. 
E)  The total financial value of a brand can be easily measured. 
A)  Brand equity refers to how much consumers know about the brand. 
B)  High brand equity provides a company with many competitive advantages. 
C)  A brand has positive brand equity if consumers react less favorably to it than to an unbranded version. 
D)  Positive brand equity derives from low brand esteem. 
E)  The total financial value of a brand can be easily measured.

Question 17

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

Accepted Answer

A)  offer additional product support and after-sale services 
B)  identify the core customer value that consumers seek from the product 
C)  turn the core benefit into an actual product 
D)  find out how they can create the most satisfying brand experience 
E)  define the problem-solving benefits or services that consumers seek 
A)  offer additional product support and after-sale services 
B)  identify the core customer value that consumers seek from the product 
C)  turn the core benefit into an actual product 
D)  find out how they can create the most satisfying brand experience 
E)  define the problem-solving benefits or services that consumers seek

Question 18

Style simply describes the ________ of a product.

Accepted Answer

A)  quality 
B)  appearance 
C)  utility 
D)  durability 
E)  long-term benefits 
A)  quality 
B)  appearance 
C)  utility 
D)  durability 
E)  long-term benefits

Question 19

Good service recovery can turn angry customers into loyal ones.

Accepted Answer

A) True 
 B)False

Question 20

What is a private brand?

Accepted Answer

A brand created and owned by a

A company's product mix has four important dimensions: width, length, depth, and consistency.

________ means that service quality depends on the quality of buyer-seller interaction during the service encounter.

Brand ________ is the differential effect that knowing the brand name has on customer response to the product and its marketing.

Marketing mix planning begins with ________.

Product mix ________ refers to the number of versions offered for each product in the line.

________ refers to the characteristics of a product or service that bear on its ability to satisfy stated or implied customer needs.

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

The ________ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.

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

Which of the following is NOT a category of consumer products?

A hickory rocking chair, handmade by an Amish woodcarver in Lancaster, Pennsylvania, from locally grown wood, is an example of a ________.

Which of the following has become a major packaging concern in recent years?

Which of the following questions is most important for product designers to consider while developing a product?

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

Which of the following is true with regard to brand equity?

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

Style simply describes the ________ of a product.

Good service recovery can turn angry customers into loyal ones.

What is a private brand?

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 company's product mix has four important dimensions: width, length, depth, and consistency.

________ means that service quality depends on the quality of buyer-seller interaction during the service encounter.

Brand ________ is the differential effect that knowing the brand name has on customer response to the product and its marketing.

Marketing mix planning begins with ________.

Product mix ________ refers to the number of versions offered for each product in the line.

________ refers to the characteristics of a product or service that bear on its ability to satisfy stated or implied customer needs.

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

The ________ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.

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

Which of the following is NOT a category of consumer products?

A hickory rocking chair, handmade by an Amish woodcarver in Lancaster, Pennsylvania, from locally grown wood, is an example of a ________.

Which of the following has become a major packaging concern in recent years?

Which of the following questions is most important for product designers to consider while developing a product?

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

Which of the following is true with regard to brand equity?

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

Style simply describes the ________ of a product.

Good service recovery can turn angry customers into loyal ones.

What is a private brand?

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