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

Helene Curtis began to market shampoo for normal hair.In an attempt to increase profits and use excess market capacity,Helene Curtis then marketed shampoo for oily hair and colour-treated hair.This is an example of ________.

An example of service variability is that within a given Marriott hotel,one registration-desk employee may be cheerful and efficient,whereas another may be unpleasant and slow.

Which of the following is an example of product mix depth?

Dove marketers can go beyond the brand's cleansing cream properties and talk about the resulting benefit of softer skin.This is known as product attributes in brand positioning.

Mabel Lu is planning to buy a new washing machine.She notices that they come in numerous price ranges.She wants to make sure she gets the most for her money.This product is a(n)________ product.

Shopping products,specialty products,and unsought products are all bought by final consumers for personal consumption.These are examples of ___________.

The fact that a brand is highly differentiated means that consumers will buy it.

Installations and accessory equipment are examples of ________.These are business products that aid in the buyer's production or operations.

Which of the following is a potential drawback of multibranding?

The impossibility of a barber storing haircuts for later sale is an example of which of the following?

In 2008,the top 10 Canadian brands were BlackBerry,RBC,TD Canada Trust,Shoppers Drug Mart,Petro-Canada,Manulife,Bell,Scotiabank,Canadian Tire,and Tim Hortons.These powerful brands have high brand equity.Explain the concept of brand equity.

To achieve their social change objectives,social marketing programs ________.

Sometimes products are purchased for further processing or for use in conducting a business.These products are called________________.

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

_______ is the labelling practice of stating the expected shelf life of the product.

Gina's Nail Salon is serious about pleasing its customers.Employees are trained to immediately and pleasantly respond to any customer complaints,and they are empowered to offer discounts and free add-ons to customers who believe they have received anything less than the best service.Gina's Nail Salon focuses on ________.

Packaging involves designing and producing the container or wrapper for a product.

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

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

When a company lengthens its product line beyond its current range,it is ________.