Question 1

Define consistency of the product mix.

Accepted Answer

The consistency of the product

Question 2

How are specialty products distributed?

Accepted Answer

Specialty products are distrib

Question 3

________ represent(s) consumers' perceptions and feelings about a product and its performance.

Accepted Answer

A)  Product lines 
B)  Labeling 
C)  Brands 
D)  Design 
E)  Product attributes 
A)  Product lines 
B)  Labeling 
C)  Brands 
D)  Design 
E)  Product attributes

Question 4

________ involves adding more items within the present range of the product line.

Accepted Answer

A)  Market diversification 
B)  Brand extension 
C)  Product line filling 
D)  Upward product line stretching 
E)  Downward product line stretching 
A)  Market diversification 
B)  Brand extension 
C)  Product line filling 
D)  Upward product line stretching 
E)  Downward product line stretching

Question 5

The customers of Parry's Hair Salon have noticed that the quality of a haircut depends on who provides it as well as when, where, and how the service is provided. Which of the following characteristics of service is evident in this instance?

Accepted Answer

A)  service intangibility 
B)  service inseparability 
C)  service perishability 
D)  service variability 
E)  service distinction 
A)  service intangibility 
B)  service inseparability 
C)  service perishability 
D)  service variability 
E)  service distinction

Question 6

The augmented product is the actual product plus the various services and benefits offered with it, such as a warranty, free delivery, installation, and maintenance.

Accepted Answer

A) True 
 B)False

Question 7

Proton Corp. is an automobile manufacturer known for producing efficient, durable, and low-priced cars. Recently, the company launched a new range of luxury cars to broaden its market appeal and to add prestige to its existing line of cars. This is an example of ________.

Accepted Answer

A)  social marketing 
B)  product line filling 
C)  product line stretching 
D)  internal marketing 
E)  cannibalization 
A)  social marketing 
B)  product line filling 
C)  product line stretching 
D)  internal marketing 
E)  cannibalization

Question 8

________ are industrial products.

Accepted Answer

A)  Major appliances 
B)  Laundry detergents 
C)  Life insurance policies 
D)  Office supplies 
E)  Legal services 
A)  Major appliances 
B)  Laundry detergents 
C)  Life insurance policies 
D)  Office supplies 
E)  Legal services

Question 9

Which of the following product offerings is intangible?

Accepted Answer

A)  a package of laundry detergent 
B)  an ink cartridge for a printer 
C)  a wool jacket 
D)  a gold ring 
E)  a taxi ride 
A)  a package of laundry detergent 
B)  an ink cartridge for a printer 
C)  a wool jacket 
D)  a gold ring 
E)  a taxi ride

Question 10

________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes.

Accepted Answer

A)  Line extension 
B)  Megabranding 
C)  Interactive marketing 
D)  Internal marketing 
E)  Co-branding 
A)  Line extension 
B)  Megabranding 
C)  Interactive marketing 
D)  Internal marketing 
E)  Co-branding

Question 11

Which of the following is the lowest level on which marketers can position their brands in target customers' minds?

Accepted Answer

A)  beliefs and values 
B)  product benefits 
C)  product attributes 
D)  after-sale services 
E)  brand equity 
A)  beliefs and values 
B)  product benefits 
C)  product attributes 
D)  after-sale services 
E)  brand equity

Question 12

Explain the difference between a consumer product and an industrial product. Include an example.

Accepted Answer

The distinction between a consumer produ

Question 13

What are the different dimensions of a company's product mix? Briefly describe each dimension.

Accepted Answer

A company's product mix has four importa

Question 14

Tristan and Juliet, a newly married couple who intend to go to Egypt for their honeymoon, bought a Europe travel package on Jizo Inc., an online travel site. As they have never seen Europe or used the services of Jizo before, they were largely dependent on other customers' feedback and signals for service quality. Which of the following characteristics of service is highlighted in this instance?

Accepted Answer

A)  service intangibility 
B)  service inseparability 
C)  service variability 
D)  service perishability 
E)  service distinction 
A)  service intangibility 
B)  service inseparability 
C)  service variability 
D)  service perishability 
E)  service distinction

Question 15

A company that uses well-known celebrities to help sell its products is using ________ marketing.

Accepted Answer

A)  interactive 
B)  internal 
C)  social 
D)  person 
E)  organization 
A)  interactive 
B)  internal 
C)  social 
D)  person 
E)  organization

Question 16

For few companies, the package itself has become an important promotional medium.

Accepted Answer

A) True 
 B)False

Question 17

Name and describe the principal decisions companies make regarding their individual products and services.

Accepted Answer

Individual product decisions involve: 1)

Question 18

Companies stretch downward to add prestige to their current products.

Accepted Answer

A) True 
 B)False

Question 19

Through ________, a service firm orients and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.

Accepted Answer

A)  service inseparability 
B)  social marketing 
C)  service variability 
D)  internal marketing 
E)  corporate image marketing 
A)  service inseparability 
B)  social marketing 
C)  service variability 
D)  internal marketing 
E)  corporate image marketing

Question 20

Product attributes include all of the following EXCEPT ________.

Accepted Answer

A)  style 
B)  design 
C)  price 
D)  features 
E)  quality 
A)  style 
B)  design 
C)  price 
D)  features 
E)  quality

Define consistency of the product mix.

How are specialty products distributed?

________ represent(s) consumers' perceptions and feelings about a product and its performance.

________ involves adding more items within the present range of the product line.

The customers of Parry's Hair Salon have noticed that the quality of a haircut depends on who provides it as well as when, where, and how the service is provided. Which of the following characteristics of service is evident in this instance?

The augmented product is the actual product plus the various services and benefits offered with it, such as a warranty, free delivery, installation, and maintenance.

Proton Corp. is an automobile manufacturer known for producing efficient, durable, and low-priced cars. Recently, the company launched a new range of luxury cars to broaden its market appeal and to add prestige to its existing line of cars. This is an example of ________.

________ are industrial products.

Which of the following product offerings is intangible?

________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes.

Which of the following is the lowest level on which marketers can position their brands in target customers' minds?

Explain the difference between a consumer product and an industrial product. Include an example.

What are the different dimensions of a company's product mix? Briefly describe each dimension.

A company that uses well-known celebrities to help sell its products is using ________ marketing.

For few companies, the package itself has become an important promotional medium.

Name and describe the principal decisions companies make regarding their individual products and services.

Companies stretch downward to add prestige to their current products.

Through ________, a service firm orients and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.

Product attributes include all of the following EXCEPT ________.

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

Define consistency of the product mix.

How are specialty products distributed?

________ represent(s) consumers' perceptions and feelings about a product and its performance.

________ involves adding more items within the present range of the product line.

The customers of Parry's Hair Salon have noticed that the quality of a haircut depends on who provides it as well as when, where, and how the service is provided. Which of the following characteristics of service is evident in this instance?

The augmented product is the actual product plus the various services and benefits offered with it, such as a warranty, free delivery, installation, and maintenance.

Proton Corp. is an automobile manufacturer known for producing efficient, durable, and low-priced cars. Recently, the company launched a new range of luxury cars to broaden its market appeal and to add prestige to its existing line of cars. This is an example of ________.

________ are industrial products.

Which of the following product offerings is intangible?

________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes.

Which of the following is the lowest level on which marketers can position their brands in target customers' minds?

Explain the difference between a consumer product and an industrial product. Include an example.

What are the different dimensions of a company's product mix? Briefly describe each dimension.

A company that uses well-known celebrities to help sell its products is using ________ marketing.

For few companies, the package itself has become an important promotional medium.

Name and describe the principal decisions companies make regarding their individual products and services.

Companies stretch downward to add prestige to their current products.

Through ________, a service firm orients and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.

Product attributes include all of the following EXCEPT ________.

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