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

When all the company's people are involved in constantly improving the products,services,and business processes,it called a ________ approach.

If an item can be offered to a market for use,attention,acquisition,or consumption and that might satisfy a want or need we call it a __________________.

Give three examples of specialty products.

The service-profit chain is the set of all product lines and items that a particular seller offers for sale.

Cannibalization and customer confusion about product differentiation are two potential results if line filling is overdone.

The ________ of the product mix refers to how closely related the various product lines are in end use,production requirements,distribution channels,or some other way.

Berkowitz Piano Company can expand its product line in one of two common ways.Which of the following is one of those ways?

Which of the following is the most important for product designers to consider as they develop a product?

Some analysts see ________ as the major enduring asset of a company,outlasting the company's specific products and facilities.

Unsought products are products that the customer usually buys frequently,immediately,and with a minimum of comparison and buying effort.

General Electric's campaign stating "We bring good things to life" is an example of ________.

Give an example of an augmented product.

A stripped-down model without any extras is the starting point; a company can create a higher-level model by adding ________.

Give examples of the second level of product,the actual product.

The Saskatchewan government used a $320 000 humorous advertising campaign based on quality of life to attract workers to the province using promises like the lack of a rush hour.What type of marketing does this represent and what does it involve?

How might measuring service quality be more difficult than measuring product quality?

You have an upset stomach.Your spouse rushes to the corner store for a bottle of Pepto-Bismol.This product is a(n)________ product.

Manor Plaza Barber's customers have noticed that the quality of a haircut depends on who provides it as well as when,where,and how it is provided.What have the customers noticed?

A ________ involves the use of a successful brand name to launch new or modified products in a new category.

Price and service are the major marketing factors for _________.Branding and advertising tend to be less important.