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

A ________ consists of all the product lines and items that a particular seller offers for sale.

The factor of ________ indicates that services lack a physical element.

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

Physical goods are produced,then stored,later sold and still later consumed.In contrast,services are first sold,then ________ and ________ at the same time.

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

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.

________ has been affected by the need to include unit pricing,open dating and nutritional information.

________ is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behaviour to improve their well-being and that of society.

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

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.

The fact that services are produced and consumed simultaneously is an example of ________.

Product planners must design the actual product and also find ways to ________ it in order to create the bundle of benefits that will create the most customer value.

Product mix ________ refers to the number of different product lines the company carries.Sony markets a wide range of consumer and industrial products around the world,from TVs to semiconductors.

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

________ occurs when two established brand names of different companies are used on the same product.

________ are products and services bought by final consumers for personal consumption.These include convenience products,shopping products,specialty products and unsought products.

Helene Curtis began to market shampoo for normal hair.In an attempt to increase profits and use excess market capacity,Helene Curtis then marketed shampoo for oily hair and colour-treated hair.This is an example of ________.

Which of the following is NOT one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength?

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

Which of the following is most likely to be seen as the major enduring asset of a company,outlasting the company's specific products and facilities?