Question 1

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?

Accepted Answer

A) megabrand 
B) global brands 
C) multibranding 
D) private brands 
E) family brands

Question 2

Products that are bought frequently,immediately and with little deliberation,like soft drinks and chewing gum,are called ________ goods.

Accepted Answer

The answer of Products that are bought frequently,immediately and with...

Question 3

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

Accepted Answer

A) Packaging 
B) Product line 
C) Service 
D) Branding 
E) Labelling

Question 4

________ are a form of product that consists of activities,benefits or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.

Accepted Answer

A) Line extensions 
B) Services 
C) Brands 
D) Consumer products 
E) Supplements

Question 5

A rocking chair constructed from recycled Australian timber,Jarrah,and handmade by a skilled artisan using traditional joinery methods is a(n)________.

Accepted Answer

A) convenience product 
B) shopping product 
C) specialty product 
D) service 
E) augmented product

Question 6

Woolworths Select products are an example of a ________.

Accepted Answer

A) national brand 
B) support brand 
C) private brand 
D) sponsorship brand 
E) manufacturer's brand

Question 7

What are the two dimensions of product quality?

Accepted Answer

A) performance and resistance 
B) level and consistency 
C) conformance and style 
D) design and innovation 
E) features and design

Question 8

________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.

Accepted Answer

A) Shopping products 
B) Unsought products 
C) Specialty products 
D) Industrial products 
E) Line extensions

Question 9

Which of the following is the lowest level on which marketers can position their brands in target customers' minds?

Accepted Answer

A) interactive marketing 
B) internal marketing 
C) product attributes 
D) strong beliefs and values 
E) added service

Question 10

Companies are realising the power of good packaging to create immediate consumer recognition of a brand.For example,an average supermarket stocks ________ items.

Accepted Answer

The answer of Companies are realising the power of good...

Question 11

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

Accepted Answer

A) line extension 
B) product line 
C) brand extension 
D) private brand 
E) brand symbol

Question 12

The factor of ________ indicates that when considering services,there is no stored inventory.

Accepted Answer

The answer of The factor of ________ indicates that when...

Question 13

Some ski resorts promote summer vacation packages to people who like to take nature walks,go fishing and enjoy the mountain vistas.This is one way to deal with the ________ characteristic of service.

Accepted Answer

A) perishability 
B) variability 
C) inconsistency 
D) inseparability 
E) intangibility

Question 14

An increasing number of retailers and wholesalers have created their own ________,also called store brands.

Accepted Answer

A) unsought products 
B) private brands 
C) specialty products 
D) service variability 
E) shopping products

Question 15

Companies need to periodically ________ their brands' strengths and weaknesses in an effort to turn up brands that need more support,brands that need to be dropped,or brands that must be rebranded or repositioned because of changing customer preferences or new competitors.

Accepted Answer

The answer of Companies need to periodically ________ their brands'...

Question 16

The second level of a product is the ________,which refers to the tangible product itself,service features,design,quality level,brand name and packaging.

Accepted Answer

A) augmented product 
B) actual product 
C) core product value 
D) customer experience 
E) facilitating product

Question 17

Products that the customer either does not know about or knows about but does not think of buying are known as ________ products.

Accepted Answer

The answer of Products that the customer either does not...

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

A company can expand its product line in one of two common ways.Which of the following is one of those ways?

Accepted Answer

A) internal marketing 
B) line filling 
C) product mixing 
D) social marketing 
E) line mixing

Question 20

All of the following are a manufacturer's sponsorship options for a product EXCEPT ________.

Accepted Answer

A) manufacturer's brand 
B) multibrands 
C) private brand 
D) licensed brand 
E) co-branding

Exam 7: Products, services and Brands: Offering Customer Value