Exam 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers

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

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

Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability,quality,price and style.

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

Brands are not maintained by advertising,but by brand experiences.

To differentiate themselves,many companies go beyond offering products and services;they are also developing and delivering customer ________.

When a local restaurant that features barbecue sometimes delivers food fast and hot,but at other times is slow and the food arrives at the table cold,it is an example of the service characteristic of ________.

________ 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.

Which of the following is NOT one of the links in the service-profit chain,linking service firm profits with employee and customer satisfaction?

________ are those products purchased for further processing or for use in conducting a business.

Since 2009,Woolworths supermarket has launched more than 100 products in partnership with Warner Bros.targeted at kids and 'dedicated solely to a healthier eating philosophy'.Characters include Bugs Bunny,Tweety,Sylvester,Roadrunner and Daffy Duck.This is an example of a ________ strategy.

________ occurs when a company introduces additional items in a given product category under the same brand name,such as new flavours,forms,colours,ingredients or package sizes.

Public health campaigns to reduce smoking,drug abuse and obesity are all examples of ________.

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.

A company can expand its product line in two ways: by line ________ or by line ________.

A 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.The nail salon focuses on ________.

Product quality has two dimensions ________ and ________.

BOQ's campaign tackling 'bank hate' with humour and cartoons is an example of ________.

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

A company's market offering usually includes some support services.