Question 1

One aspect of managing service differentiation is the company's service delivery.

Accepted Answer

A) True 
 B)False

Question 2

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

Question 3

Which of the following is the MOST important for product designers to consider as they develop a product?

Accepted Answer

A) which product features can be added to create higher-level models 
B) how the product appears 
C) the product's technical specifications 
D) how customers will use and benefit from the product 
E) how the product is packaged to attract spontaneous purchases 
A) which product features can be added to create higher-level models 
B) how the product appears 
C) the product's technical specifications 
D) how customers will use and benefit from the product 
E) how the product is packaged to attract spontaneous purchases

Question 4

When a company lengthens its product line beyond its current range,it is ________.

Accepted Answer

A) product line filling 
B) product line stretching 
C) product mixing 
D) increasing product depth 
E) building brand equity 
A) product line filling 
B) product line stretching 
C) product mixing 
D) increasing product depth 
E) building brand equity

Question 5

A replacement diet meal with the brand name of Quik-Loss is a desirable brand name because it exhibits which of the following brand name characteristics?

Accepted Answer

A) The brand name suggests something about the product's benefit. 
B) The brand name sounds like a lot of other similar weight loss products. 
C) The brand name will travel to other categories. 
D) The brand name promises success. 
E) The brand name emphasises the product's features. 
A) The brand name suggests something about the product's benefit. 
B) The brand name sounds like a lot of other similar weight loss products. 
C) The brand name will travel to other categories. 
D) The brand name promises success. 
E) The brand name emphasises the product's features.

Question 6

The singer and entertainer,Madonna,has carefully cultivated an image for herself as an entertainer.Her 'brand essence' has variously been described as one of a sex kitten,irreverence,rebel,representative of female empowerment,savvy businesswomen,earth mother,spiritual honesty and philanthropist.Madonna has cleverly combined these sometimes contradictory personas into a single,coherent,highly marketable brand identity.When Madonna engages in activities to build and position her brand,she is engaged in ________.

Accepted Answer

A) person marketing 
B) organisation marketing 
C) ideas marketing 
D) services marketing 
E) events and experiences marketing 
A) person marketing 
B) organisation marketing 
C) ideas marketing 
D) services marketing 
E) events and experiences marketing

Question 7

A combination of a product's parts,styling,features,brand name,packaging and other attributes is known as the ________ product.

Accepted Answer

The answer of A combination of a product's parts,styling,features,brand name,packaging...

Question 8

________ is an approach in which all the company's people are involved in constantly improving the quality of products,services and business processes.

Accepted Answer

A) Product quality 
B) Brand equity 
C) Total quality management 
D) Specialty product marketing 
E) Positioning 
A) Product quality 
B) Brand equity 
C) Total quality management 
D) Specialty product marketing 
E) Positioning

Question 9

Which of the following is an advantage offered by co-branding?

Accepted Answer

A) Manufacturers do not have to invest in creating their own brand names. 
B) Retailers have exclusive products that cannot be purchased from competitors. 
C) A company can expand its existing brand into a category it otherwise might have difficulty entering alone. 
D) Advertising,sales,promotion and marketing must be carefully coordinated. 
E) Brand equity is stabilised. 
A) Manufacturers do not have to invest in creating their own brand names. 
B) Retailers have exclusive products that cannot be purchased from competitors. 
C) A company can expand its existing brand into a category it otherwise might have difficulty entering alone. 
D) Advertising,sales,promotion and marketing must be carefully coordinated. 
E) Brand equity is stabilised.

Question 10

John West brand tuna sells more than the same size competitive brand tuna,even though the other tuna costs $0.15 less per can.John West has high brand ________.

Accepted Answer

A) extension 
B) equity 
C) licensing 
D) service 
E) evidence 
A) extension 
B) equity 
C) licensing 
D) service 
E) evidence

Question 11

Most manufactured materials and parts are sold directly to ________.Price and service are the major marketing factors;branding and advertising tend to be less important.

Accepted Answer

A) consumers 
B) industrial users 
C) government buyers 
D) co-branders 
E) wholesalers 
A) consumers 
B) industrial users 
C) government buyers 
D) co-branders 
E) wholesalers

Question 12

Paper,pencils,lubricants,paint,nails and brooms are examples of ________.

Accepted Answer

A) supplies 
B) capital items 
C) raw materials 
D) specialty products 
E) installations 
A) supplies 
B) capital items 
C) raw materials 
D) specialty products 
E) installations

Question 13

Each time the Coca Cola Company introduced a new type of cola beverage,Coke Original lost sales.When Diet Coke was released it resulted in a loss of sales to the original.When Coke Zero was launched,it took sales away from both Coke Original and Diet Coke.This loss of sales,as a direct result of a brand extension strategy,is known as ________.

Accepted Answer

A) brand cannibalisation 
B) fighting brands 
C) product obsolescence 
D) derived demand 
E) portfolio planning 
A) brand cannibalisation 
B) fighting brands 
C) product obsolescence 
D) derived demand 
E) portfolio planning

Question 14

A ________ is a group of products that are closely related because they function in a similar manner,are sold to the same customer groups,are marketed through the same type of outlets or fall within given price ranges.

Accepted Answer

A) product line 
B) line extension 
C) private brand 
D) convenience product 
E) product bandwidth 
A) product line 
B) line extension 
C) private brand 
D) convenience product 
E) product bandwidth

Question 15

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

Question 16

In recent years,product safety and environmental responsibility have become major ________ concerns.

Accepted Answer

A) branding 
B) packaging 
C) product mix 
D) service 
E) product line 
A) branding 
B) packaging 
C) product mix 
D) service 
E) product line

Question 17

Service productivity can be managed by increasing the quantity of service and giving up some quality.

Accepted Answer

A) True 
 B)False

Question 18

Political marketing is an example of ________.

Accepted Answer

A) ideas marketing 
B) social marketing 
C) services marketing 
D) events and experiences marketing 
E) responsibility marketing 
A) ideas marketing 
B) social marketing 
C) services marketing 
D) events and experiences marketing 
E) responsibility marketing

Question 19

When a restaurant provides gourmet menu options to its customers,as well as impeccable service which even allows customers to hand-select their own cuts of meat,________ is\are evident.

Accepted Answer

A) only an actual product 
B) only an augmented product 
C) only a core benefit 
D) both a core benefit and an actual product 
E) a core benefit,an actual product and an augmented product 
A) only an actual product 
B) only an augmented product 
C) only a core benefit 
D) both a core benefit and an actual product 
E) a core benefit,an actual product and an augmented product

Question 20

Developing a product involves defining the benefits that it will offer.These benefits are communicated and delivered by ________ such as quality,features,and style and design.

Accepted Answer

A) private brands 
B) product attributes 
C) consumer products 
D) product mixes 
E) marketing tools 
A) private brands 
B) product attributes 
C) consumer products 
D) product mixes 
E) marketing tools

One aspect of managing service differentiation is the company's service delivery.

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.

Which of the following is the MOST important for product designers to consider as they develop a product?

When a company lengthens its product line beyond its current range,it is ________.

A replacement diet meal with the brand name of Quik-Loss is a desirable brand name because it exhibits which of the following brand name characteristics?

A combination of a product's parts,styling,features,brand name,packaging and other attributes is known as the ________ product.

________ is an approach in which all the company's people are involved in constantly improving the quality of products,services and business processes.

Which of the following is an advantage offered by co-branding?

John West brand tuna sells more than the same size competitive brand tuna,even though the other tuna costs $0.15 less per can.John West has high brand ________.

Most manufactured materials and parts are sold directly to ________.Price and service are the major marketing factors;branding and advertising tend to be less important.

Paper,pencils,lubricants,paint,nails and brooms are examples of ________.

A ________ is a group of products that are closely related because they function in a similar manner,are sold to the same customer groups,are marketed through the same type of outlets or fall within given price ranges.

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

In recent years,product safety and environmental responsibility have become major ________ concerns.

Service productivity can be managed by increasing the quantity of service and giving up some quality.

Political marketing is an example of ________.

When a restaurant provides gourmet menu options to its customers,as well as impeccable service which even allows customers to hand-select their own cuts of meat,________ is\are evident.

Developing a product involves defining the benefits that it will offer.These benefits are communicated and delivered by ________ such as quality,features,and style and design.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analysing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behaviour

Business Markets and Business Buyer Behaviour

Products, Services and Brands: Building Customer Value

Developing New Products and Managing the Product

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Filters

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

One aspect of managing service differentiation is the company's service delivery.

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.

Which of the following is the MOST important for product designers to consider as they develop a product?

When a company lengthens its product line beyond its current range,it is ________.

A replacement diet meal with the brand name of Quik-Loss is a desirable brand name because it exhibits which of the following brand name characteristics?

A combination of a product's parts,styling,features,brand name,packaging and other attributes is known as the ________ product.

________ is an approach in which all the company's people are involved in constantly improving the quality of products,services and business processes.

Which of the following is an advantage offered by co-branding?

John West brand tuna sells more than the same size competitive brand tuna,even though the other tuna costs $0.15 less per can.John West has high brand ________.

Most manufactured materials and parts are sold directly to ________.Price and service are the major marketing factors;branding and advertising tend to be less important.

Paper,pencils,lubricants,paint,nails and brooms are examples of ________.

A ________ is a group of products that are closely related because they function in a similar manner,are sold to the same customer groups,are marketed through the same type of outlets or fall within given price ranges.

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

In recent years,product safety and environmental responsibility have become major ________ concerns.

Service productivity can be managed by increasing the quantity of service and giving up some quality.

Political marketing is an example of ________.

When a restaurant provides gourmet menu options to its customers,as well as impeccable service which even allows customers to hand-select their own cuts of meat,________ is\are evident.

Developing a product involves defining the benefits that it will offer.These benefits are communicated and delivered by ________ such as quality,features,and style and design.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analysing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behaviour

Business Markets and Business Buyer Behaviour

Products, Services and Brands: Building Customer Value

Developing New Products and Managing the Product

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Filters