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

The ____________ is the third level of a product that product planners must consider.This level offers additional consumer services and benefits.

A company's product mix has four important dimensions: width,length,depth,and consistency.

Branding can add consumer value to a product.

Retailers and wholesalers who have created their own brands-such as Walmart's Sam's Choice beverages and food products-are participating in co-branding.

In the competition between ________ and ________ brands,retailers have the advantages of controlling what products will be stocked,where products will be stocked,what prices will be charged,and which products will be featured in print promotions.

Because service quality depends on the quality of buyer-seller interaction during the service encounter,service marketers use ________ to train employees in the art of interacting with customers to satisfy their needs.

Quaker produces a variety of cereals.This variety is called its product line.

Explain how ad agency Young & Rubicam's Brand Asset Valuator measures brand strength.

A store brand is a brand created and owned by a reseller of a product or service.

A major drawback of multibranding is that each brand might obtain only a small market share,and none may be very profitable.

"I love New York" is an example of ________.

In assessing which new features to add to a product,a company must weigh each feature's ________ to customers versus its ________ to the company.

Give an example of the most basic level of product,the core customer value.

An apparel marketer is planning to launch an existing brand name into a new product category.Which brand development strategy is being implemented?

Customers come to know a brand through a wide range of contacts and touch points,including word of mouth,personal interactions with company people,telephone interactions,and company webpages.

Which strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number-one or number-two market share positions in their categories?

In a service business,the customer and front-line service employee interact to create the service.

A company might stretch its product line upward to add prestige to its current products.

Sometimes marketers use commercial marketing concepts and tools in programs designed to influence individuals' behaviour to improve their well-being and that of society.This is called ____________.

Examples of ___________ include public health campaigns to promote fitness and active living.