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

Marketers of Dove,a leading brand of facial cleanser,go beyond the brand's cleansing cream properties and communicate the resulting benefit of softer skin.This is known as product attributes in brand positioning.

________ consists of activities undertaken to create,maintain or change attitudes or behaviour toward particular people.

Which of the following does NOT belong to the materials and parts group of industrial products?

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

You are planning to buy a new washing machine,and notice that they come in many price ranges.You want to make sure you get the most for your money.This product is a(n)________ product.

Sony offers consumers more than just camcorders;it provides consumers with a complete solution to their picture-taking problems.This offering is called an augmented product.

Products and services fall into two broad classifications based on the types of consumers that use them.Which of the following is one of these broad classes?

The third level of a product that product planners consider is a(n)________ around the core benefit and actual product that offers additional consumer services and benefits.

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

Because so many purchase decisions are made in stores,a product's packaging may be a seller's last and best chance to influence consumers.

Conformance quality refers to freedom from defects and ________ in delivering a targeted level of performance.

A(n)________ brand is a brand created and owned by a manufacturer or creator of a product or service.

Performance quality refers to the ability of a product to ________ its functions.

Which of the following is\are examples of product mix depth?

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

A company might stretch its product line upward to add prestige to its current products.

A manufacturer of jams,preserves and conserves offers products in re-usable jars shaped like a kitchen tumbler.This environmentally sensitive packaging is part of ________.

The strongest brands go beyond attributes or benefit positioning;they are positioned on ________.

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

Woolworths Select products are an example of a ________.