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

A company's product mix has four important dimensions: width,length,depth and consistency.

Some billboards advertise that a certain service station has clean restrooms with the idea that clean restrooms imply the entire operation is devoted to customer satisfaction.Advertising a clean restroom is one method used to manage the service characteristic of ________.

Product planners consider products and services on three levels.The most basic level is the ________,which addresses the question,'What is the buyer really buying?'.

Product ________ reflects the ability of a product to perform its functions.

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

What are the two dimensions of product quality?

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

With respect to food labelling,resellers are not required to provide detailed nutritional information or regulate the use of health-related terms such as low fat,light and high fibre.This information is subject to voluntary agreements and is optional for manufacturers of packaged foods.

________ are industrial products that aid in the buyer's production or operations,including installations and accessory equipment.

An alternative to product line stretching is ________,that is,adding more items within the present range of the line.

At the very least,the ________ identifies the product or brand.It might also describe several things about the product and promote the brand.

Product mix ________ refers to the number of versions offered of each product in the line.Crest toothpaste comes in 13 varieties,ranging from Crest Multicare to Crest Baking Soda formulations.

In assessing which new features to add to a product,a company must weigh each feature's ________ to customers versus its ________ to the company.

________ involves activities undertaken to create,maintain or change attitudes toward particular cities,states and regions.

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

A stripped-down model,one without any extras,is the starting point.The company can create higher-level models by adding ________.

When a company introduces a new brand name in the same product category,it is called line extension.

Retailers and wholesalers who have created their own brands-such as Woolworths' Select brand and Coles' Smartbuy brand-are participating in co-branding.

Cadel's Bicycle Shop offers an extended warranty on the bicycles it sells,a free check-up after one month of use,and will assemble and deliver bicycles.In terms of the customer value hierarchy,the bicycle shop is offering a(n)________ product.

In most ________ situations,one company licenses another company's well-known brand to use in combination with its own.