Question 1

A company has four choices when it comes to developing brands.Which is NOT one of those choices?

Accepted Answer

A) line extension 
B) brand extension 
C) multibrands 
D) width and depth extension 
E) new brands 
A) line extension 
B) brand extension 
C) multibrands 
D) width and depth extension 
E) new brands

Question 2

Service inseparability means that the quality of services depends on who provides them,as well as when,where and how they are provided.

Accepted Answer

A) True 
 B)False

Question 3

The total financial value of a brand is estimated through the process of brand ________.

Accepted Answer

A) differentiation 
B) valuation 
C) extensions 
D) positioning 
E) equity 
A) differentiation 
B) valuation 
C) extensions 
D) positioning 
E) equity

Question 4

The fundamental asset underlying brand equity is ________- the value of the customer relationships that the brand creates.A powerful brand is important,but what it really represents is a set of loyal consumers.

Accepted Answer

A) the customer mix 
B) customer equity 
C) line equity 
D) service variability 
E) the service encounter 
A) the customer mix 
B) customer equity 
C) line equity 
D) service variability 
E) the service encounter

Question 5

Which of the following types of quality refers to a product's ability to perform the functions for which it was intended?

Accepted Answer

A) performance 
B) positioning 
C) total quality management 
D) conformance 
E) adherence 
A) performance 
B) positioning 
C) total quality management 
D) conformance 
E) adherence

Question 6

A(n)________ is a name,term,sign,symbol,design or a combination of these that identifies the maker or seller of a product or service.

Accepted Answer

A) service 
B) brand 
C) co-branding 
D) trade-mark 
E) intellectual property 
A) service 
B) brand 
C) co-branding 
D) trade-mark 
E) intellectual property

Question 7

Companies should periodically use a technique,known as a brand audit,to evaluate their brands' strengths and weaknesses.

Accepted Answer

A) True 
 B)False

Question 8

A company can increase its business in four ways.Which is NOT one of these ways?

Accepted Answer

A) It can add new product lines,thus widening its product mix. 
B) It can lengthen its existing product lines. 
C) It can add more versions of each product and thus deepen its product mix. 
D) It can discontinue some of its lines. 
E) It can increase the consistency of its product mix. 
A) It can add new product lines,thus widening its product mix. 
B) It can lengthen its existing product lines. 
C) It can add more versions of each product and thus deepen its product mix. 
D) It can discontinue some of its lines. 
E) It can increase the consistency of its product mix.

Question 9

The ________ of the product mix refers to how closely related the various product lines are in end use,production requirements,distribution channels or some other way.

Accepted Answer

A) depth 
B) length 
C) width 
D) consistency 
E) perimeter 
A) depth 
B) length 
C) width 
D) consistency 
E) perimeter

Question 10

Labels and brand logos can support the brand's positioning and add ________ to the brand.

Accepted Answer

The answer of Labels and brand logos can support the...

Question 11

Consumer products are products bought by final consumers for ________ consumption.

Accepted Answer

The answer of Consumer products are products bought by final...

Question 12

Product mix ________ refers to the total number of items the company carries within its product lines.Sony typically carries many products within each line,e.g. ,personal audio.

Accepted Answer

A) length 
B) height 
C) width 
D) perimeter 
E) depth 
A) length 
B) height 
C) width 
D) perimeter 
E) depth

Question 13

For a fee,some companies ________ names or symbols previously created by other manufacturers,names of well-known celebrities,and\or characters from popular movies and books,any of which can provide an instant and proven brand name.

Accepted Answer

A) service 
B) license 
C) market 
D) package 
E) brand 
A) service 
B) license 
C) market 
D) package 
E) brand

Question 14

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

Accepted Answer

A) Line extensions 
B) Services 
C) Brands 
D) Consumer products 
E) Supplements 
A) Line extensions 
B) Services 
C) Brands 
D) Consumer products 
E) Supplements

Question 15

Which of the following is NOT a desirable quality for a brand name?

Accepted Answer

A) It should suggest something about the product's benefits and qualities. 
B) It should be easy to pronounce,recognise and remember. 
C) The name should be a long word to get attention. 
D) The name should translate easily into foreign languages. 
E) It should be distinctive. 
A) It should suggest something about the product's benefits and qualities. 
B) It should be easy to pronounce,recognise and remember. 
C) The name should be a long word to get attention. 
D) The name should translate easily into foreign languages. 
E) It should be distinctive.

Question 16

A(n)________ product is one that the customer usually buys frequently,immediately and with the minimum of comparison and buying effort.

Accepted Answer

The answer of A(n)________ product is one that the customer...

Question 17

________ involves designing and producing the container or wrapper for a product.

Accepted Answer

A) Packaging 
B) Product line 
C) Service 
D) Branding 
E) Labelling 
A) Packaging 
B) Product line 
C) Service 
D) Branding 
E) Labelling

Question 18

While advertising campaigns can help to create name recognition,brand knowledge and maybe even some brand preference,brands are not maintained by advertising but by ________.

Accepted Answer

A) marketing experience 
B) line extensions 
C) brand experience 
D) product mix 
E) word-of-mouth elements 
A) marketing experience 
B) line extensions 
C) brand experience 
D) product mix 
E) word-of-mouth elements

Question 19

The second level of a product is the ________,which refers to the tangible product itself,service features,design,quality level,brand name and packaging.

Accepted Answer

A) augmented product 
B) actual product 
C) core product value 
D) customer experience 
E) facilitating product 
A) augmented product 
B) actual product 
C) core product value 
D) customer experience 
E) facilitating product

Question 20

Branding can add consumer value to a product.

Accepted Answer

A) True 
 B)False

A company has four choices when it comes to developing brands.Which is NOT one of those choices?

Service inseparability means that the quality of services depends on who provides them,as well as when,where and how they are provided.

The total financial value of a brand is estimated through the process of brand ________.

The fundamental asset underlying brand equity is ________- the value of the customer relationships that the brand creates.A powerful brand is important,but what it really represents is a set of loyal consumers.

Which of the following types of quality refers to a product's ability to perform the functions for which it was intended?

A(n)________ is a name,term,sign,symbol,design or a combination of these that identifies the maker or seller of a product or service.

Companies should periodically use a technique,known as a brand audit,to evaluate their brands' strengths and weaknesses.

A company can increase its business in four ways.Which is NOT one of these ways?

The ________ of the product mix refers to how closely related the various product lines are in end use,production requirements,distribution channels or some other way.

Labels and brand logos can support the brand's positioning and add ________ to the brand.

Consumer products are products bought by final consumers for ________ consumption.

Product mix ________ refers to the total number of items the company carries within its product lines.Sony typically carries many products within each line,e.g. ,personal audio.

For a fee,some companies ________ names or symbols previously created by other manufacturers,names of well-known celebrities,and\or characters from popular movies and books,any of which can provide an instant and proven brand name.

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

Which of the following is NOT a desirable quality for a brand name?

A(n)________ product is one that the customer usually buys frequently,immediately and with the minimum of comparison and buying effort.

________ involves designing and producing the container or wrapper for a product.

While advertising campaigns can help to create name recognition,brand knowledge and maybe even some brand preference,brands are not maintained by advertising but by ________.

The second level of a product is the ________,which refers to the tangible product itself,service features,design,quality level,brand name and packaging.

Branding can add consumer value to a product.

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

A company has four choices when it comes to developing brands.Which is NOT one of those choices?

Service inseparability means that the quality of services depends on who provides them,as well as when,where and how they are provided.

The total financial value of a brand is estimated through the process of brand ________.

The fundamental asset underlying brand equity is ________- the value of the customer relationships that the brand creates.A powerful brand is important,but what it really represents is a set of loyal consumers.

Which of the following types of quality refers to a product's ability to perform the functions for which it was intended?

A(n)________ is a name,term,sign,symbol,design or a combination of these that identifies the maker or seller of a product or service.

Companies should periodically use a technique,known as a brand audit,to evaluate their brands' strengths and weaknesses.

A company can increase its business in four ways.Which is NOT one of these ways?

The ________ of the product mix refers to how closely related the various product lines are in end use,production requirements,distribution channels or some other way.

Labels and brand logos can support the brand's positioning and add ________ to the brand.

Consumer products are products bought by final consumers for ________ consumption.

Product mix ________ refers to the total number of items the company carries within its product lines.Sony typically carries many products within each line,e.g. ,personal audio.

For a fee,some companies ________ names or symbols previously created by other manufacturers,names of well-known celebrities,and\or characters from popular movies and books,any of which can provide an instant and proven brand name.

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

Which of the following is NOT a desirable quality for a brand name?

A(n)________ product is one that the customer usually buys frequently,immediately and with the minimum of comparison and buying effort.

________ involves designing and producing the container or wrapper for a product.

While advertising campaigns can help to create name recognition,brand knowledge and maybe even some brand preference,brands are not maintained by advertising but by ________.

The second level of a product is the ________,which refers to the tangible product itself,service features,design,quality level,brand name and packaging.

Branding can add consumer value to a product.

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