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

Product mix ________ refers to the number of different product lines the company carries.Procter & Gamble markets 250 brands organized into many product lines.

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

A(n)________ is a name,term,sign,symbol,design,or a combination of these,that identifies the maker or seller of a product or service.

Some buyers are willing to make a special purchase effort for________.These are consumer products and services with unique characteristics or brand identification.

Describe the role of packaging.

Intangibles that do not result in the ownership of anything are called ________.Examples include activities,benefits,or satisfactions offered for sale

The Ad Council of America has developed dozens of ________ marketing campaigns,including classics such as "Smokey the Bear," "Keep America Beautiful," and "Only You Can Prevent Forest Fires."

A ________ is a group of products that are closely related because they function in a similar manner,are sold to the same customer groups,are marketed through the same type of outlets,or fall within given price ranges.

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

The major product line decision involves ________.

Compare product mix width,length,consistency,and depth.

Style is a larger concept than design.Design describes the appearance of a product.

The total financial value of a brand is estimated through the process of brand ________.

Give three examples of shopping products.

Product support services identify the product or brand,describe several things about the product,and promote the product through attractive graphics.

Costco's Kirkland products are an example of a(n)________.

A service is anything that can be offered to a market for attention,acquisition,use,or consumption and that might satisfy a want or need.

A company has four choices when it comes to developing brands.Describe what they are.

Each new iPod product introduction advances the causes of democratizing technology and approachable innovation.An expert at fostering customer community,iPod has been ranked one of the Breakaway Brands by the brand consultancy Landor Associates; iPod is positioned on ________.

Product quality has two dimensions-level and consistency.