Exam 9: Products,services,and Brands: Building Customer Value

While advertising campaigns can help to create name recognition,brand knowledge,and maybe even some brand preference,brands are not maintained by advertising but by ________.

Free

(Short Answer)

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Question 1

Correct Answer:

Verified

brand experience

A manufacturer has four brand sponsorship options.Describe what they are.

Free

(Essay)

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Question 2

Correct Answer:

Verified

A manufacturer can launch its own brand (manufacturer's brand or national brand).It can sell to resellers who give the product a private brand (or store brand).It can market licensed brands,using names or symbols created by other manufacturers,names of celebrities,or characters from popular movies or television.Finally,a manufacturer can join forces with another company to co-brand a product.

An alternative to product line stretching is ________,adding more items within the present range of the line.

Free

(Short Answer)

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(80)

Question 3

Correct Answer:

Verified

product line filling

Because so many purchase decisions are made in stores,a product's packaging may be a seller's last and best chance to influence consumers.

(True/False)

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Question 4

________ require a lot of advertising,personal selling,and other marketing efforts.These products are consumer products that the consumer either does not know about or knows about but does not normally think about buying.

(Short Answer)

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(81)

Question 5

A _______________ may include anything from pure tangible goods to pure services and everything in between.

(Short Answer)

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Question 6

The fundamental asset underlying brand equity is ________-the value of the customer relationships that the brand creates.A powerful brand is important,but what it really represents is a set of loyal consumers.

(Short Answer)

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(75)

Question 7

Good service companies focus attention on both customers and employees.Describe what the service profit chain and internal marketing are,and how they differ from each other.

(Essay)

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Question 8

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

(Short Answer)

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Question 9

When the Twin Six Café provides gourmet menu options to its customers,as well as impeccable service-it allows customers to hand-select their own cuts of meat-________ is(are)evident.

(Short Answer)

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(77)

Question 10

________ occur(s)when a company introduces additional items in a given product category under the same brand name,such as new flavours,forms,colours,ingredients,or package sizes.

(Short Answer)

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Question 11

Services are characterized by four key characteristics.Name and describe these four characteristics.

(Essay)

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Question 12

Developing and delivering customer __________ are ways that many companies are going beyond offering products and services to try to differentiate themselves from the competition.

(Short Answer)

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Question 13

Marketers sometimes undertake activities to create,maintain,or change attitudes toward particular people.This is called _________________.

(Short Answer)

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(88)

Question 14

In recent years,product safety and environmental responsibility have become major ________ concerns.

(Short Answer)

4.9/5

(93)

Question 15

How does a brand name add value to a product?

(Essay)

4.8/5

(64)

Question 16

How can service providers use a differentiated offer,delivery,and image to avoid competing solely on price?

(Essay)

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Question 17

Many companies now use a combination of phone,email,fax,Internet,and other technologies to provide ________ .

(Short Answer)

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(71)

Question 18

Customer retention is perhaps the best measure of quality-a service firm's ability to hang on to its customers depends on how consistently it delivers value to them.

(True/False)

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(77)

Question 19

When a product is freed from defects and is consistent in delivering a targeted level of performance,we say it has _____________.

(Short Answer)

4.8/5

(73)

Question 20

Showing 1 - 20 of 146

While advertising campaigns can help to create name recognition,brand knowledge,and maybe even some brand preference,brands are not maintained by advertising but by ________.

A manufacturer has four brand sponsorship options.Describe what they are.

An alternative to product line stretching is ________,adding more items within the present range of the line.

Because so many purchase decisions are made in stores,a product's packaging may be a seller's last and best chance to influence consumers.

________ require a lot of advertising,personal selling,and other marketing efforts.These products are consumer products that the consumer either does not know about or knows about but does not normally think about buying.

A _______________ may include anything from pure tangible goods to pure services and everything in between.

The fundamental asset underlying brand equity is ________-the value of the customer relationships that the brand creates.A powerful brand is important,but what it really represents is a set of loyal consumers.

Good service companies focus attention on both customers and employees.Describe what the service profit chain and internal marketing are,and how they differ from each other.

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

When the Twin Six Café provides gourmet menu options to its customers,as well as impeccable service-it allows customers to hand-select their own cuts of meat-________ is(are)evident.

________ occur(s)when a company introduces additional items in a given product category under the same brand name,such as new flavours,forms,colours,ingredients,or package sizes.

Services are characterized by four key characteristics.Name and describe these four characteristics.

Developing and delivering customer __________ are ways that many companies are going beyond offering products and services to try to differentiate themselves from the competition.

Marketers sometimes undertake activities to create,maintain,or change attitudes toward particular people.This is called _________________.

In recent years,product safety and environmental responsibility have become major ________ concerns.

How does a brand name add value to a product?

How can service providers use a differentiated offer,delivery,and image to avoid competing solely on price?

Many companies now use a combination of phone,email,fax,Internet,and other technologies to provide ________ .

Customer retention is perhaps the best measure of quality-a service firm's ability to hang on to its customers depends on how consistently it delivers value to them.

When a product is freed from defects and is consistent in delivering a targeted level of performance,we say it has _____________.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Sustainable Marketing: Social Responsibility and Ethics

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behaviour

Business Markets and Business Buyer Behaviour

Customer-Driven Marketing Strategy: Creating Value for Target Customers

New-Product Development and Product Life-Cycle Strategies

Pricing

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

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