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

For a fee,some companies ________ names or symbols previously created by other manufacturers,names of well-known celebrities,and/or characters from popular movies and books,any of which can provide an instant and proven brand name.

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

Sometimes marketers undertake activities to create,maintain,or change attitudes toward particular cities,provinces,and regions.This is called ______________________.

________ contributes to a product's usefulness as well as to its looks.

How might a flower shop engage in line stretching?

Supplies are considered the shopping products in the business field because they are usually purchased with a minimum of effort or comparison.

A company can stretch its product either upward or downward,but not in both directions.

When a company introduces a new brand name in the same product category,it is called line extension.

A sensational ________ may grab attention and produce pleasing aesthetics,but it does not necessarily improve a product's performance.

A key element in a company's relationship with consumers,a ________ represents consumers' perceptions and feelings about a product and its performance

Attributes are the least desirable level for brand positioning because competitors can easily copy attributes and customers are more interested in what attributes will do for them than in the attributes themselves.

________ has been affected by the need to include unit pricing,open dating,and nutritional information.

To be successful,product planners must not only design the actual product.To provide the most satisfying customer experience,they must also _______ it to create the best bundle of benefits possible.

Good service recovery can turn angry customers into loyal customers and can even win more customer purchasing and loyalty than if no problem had occurred in the first place.

Which of the following is an advantage offered by co-branding?

Products and services fall into two broad classes based on the types of consumers that use them.Name these two broad classes and describe how they are different from each other.

In most ________ situations,one company licenses another company's well-known brand to use in combination with its own.

Sony offers consumers more than just camcorders; it provides consumers with a complete solution to their picture-taking problems.This offering is called an augmented product.

Give three examples of convenience products.

Paper,pencils,lubricants,paint,nails,and brooms are examples of ________.