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

Give examples of pure tangible goods.

Service ________ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.

Symmonds Inc., a company manufacturing breakfast cereals, has extended its special Crispo cereal brand into a full line of breakfast cereals plus protein shakes, fruit and sandwich spreads, butter, and doughnuts. This is an example of ________.

Public health campaigns designed to reduce alcoholism, drug abuse, smoking, and obesity are all examples of ________ marketing.

The advertising slogan, "We bring good things to life," used by General Electric to market itself, is an example of ________ marketing.

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

Companies frequently try to offer the highest possible performance quality level.

According to the service profit chain, superior internal service quality results in ________.

Attributes are the most desirable level for brand positioning because competitors can easily copy attributes.

When does product line stretching occur?

Advertising campaigns involving issues ranging from health care, education, and environmental sustainability to human rights and personal safety can be classified under ________ marketing.

________ occurs when two established brand names of different companies are used on the same product.

Product mix ________ refers to the number of different product lines the company carries.

Distinguish between the service profit chain and internal marketing.

Developing a product or service involves defining the benefits that it will offer. These benefits are communicated and delivered by ________.

A company should strive to build a brand name that becomes identified with the product category, as Scotch Tape did.

Which of the following is a goods-and-services combination?

Give three examples of shopping products.

Which of the following is true with regard to products?

Multibranding offers a way to establish different features that appeal to different customer segments, lock up more reseller shelf space, and capture a larger market share.