Question 1

Furniture is an example of a shopping product.

Accepted Answer

A) True 
 B)False

Question 2

Which link in the service chain emphasizes superior employee selection and training?

Accepted Answer

A)  healthy service profits and growth 
B)  satisfied and loyal customers 
C)  greater service value 
D)  satisfied and productive service employees 
E)  internal service quality 
A)  healthy service profits and growth 
B)  satisfied and loyal customers 
C)  greater service value 
D)  satisfied and productive service employees 
E)  internal service quality

Question 3

Orienting and motivating customer-contact employees and supporting service people to work as a team to provide customer satisfaction is known as ________ marketing.

Accepted Answer

A)  social 
B)  organizational 
C)  differentiated 
D)  internal 
E)  interactive 
A)  social 
B)  organizational 
C)  differentiated 
D)  internal 
E)  interactive

Question 4

Support services are an important part of a customer's overall brand experience.

Accepted Answer

A) True 
 B)False

Question 5

Marque,a high-end maker of designer watches,has started making inexpensive watches to take advantage of enormous growth rates in low-end market segments.Marque is most likely engaging in ________.

Accepted Answer

A)  franchising 
B)  line filling 
C)  two-way stretching 
D)  upward stretching 
E)  downward stretching 
A)  franchising 
B)  line filling 
C)  two-way stretching 
D)  upward stretching 
E)  downward stretching

Question 6

Specialty products are those products that are primarily purchased for use in conducting a business.

Accepted Answer

A) True 
 B)False

Question 7

Consumer products that the buyer either does not know about or knows about but does not normally consider buying are referred to as ________ products.

Accepted Answer

A)  convenience 
B)  unsought 
C)  specialty 
D)  shopping 
E)  industrial 
A)  convenience 
B)  unsought 
C)  specialty 
D)  shopping 
E)  industrial

Question 8

Line extensions occur when a company extends existing brand names to new or modified products in a new category.

Accepted Answer

A) True 
 B)False

Question 9

Life insurance is an example of a convenience product.

Accepted Answer

A) True 
 B)False

Question 10

A laundry detergent that consumers purchase frequently,with minimum comparisons,is an example of a(n)________ product.

Accepted Answer

A)  unsought 
B)  shopping 
C)  convenience 
D)  specialty 
E)  industrial 
A)  unsought 
B)  shopping 
C)  convenience 
D)  specialty 
E)  industrial

Question 11

Which of the following is an example of an industrial product grouped under capital items?

Accepted Answer

A)  factory 
B)  cement 
C)  crude petroleum 
D)  coal 
E)  paint 
A)  factory 
B)  cement 
C)  crude petroleum 
D)  coal 
E)  paint

Question 12

________ products are consumer products and services with unique characteristics or brand identifications for which a significant group of buyers is willing to make more effort than usual to purchase.

Accepted Answer

A)  Unsought 
B)  Obsolete 
C)  Intangible 
D)  Convenience 
E)  Specialty 
A)  Unsought 
B)  Obsolete 
C)  Intangible 
D)  Convenience 
E)  Specialty

Question 13

Silkskin Cosmetics is advertising its newest line of eye makeup.Made from all-natural ingredients,the products are hypoallergenic.Silkskin is selling the products in specially designed tubes that make application easier.Which of the following is a core customer value for Silkskin's line of eye makeup?

Accepted Answer

A)  the natural ingredients 
B)  the Silkskin brand 
C)  the products' revolutionary packaging 
D)  the hypoallergenic properties of the products 
E)  the desire for having beautiful eyes 
A)  the natural ingredients 
B)  the Silkskin brand 
C)  the products' revolutionary packaging 
D)  the hypoallergenic properties of the products 
E)  the desire for having beautiful eyes

Question 14

Sweet & Cream,a popular frozen yogurt chain,attracts new customers by adding new flavors to its famous frozen yogurt product line.In this case,the company has developed its brand with ________.

Accepted Answer

A)  brand extensions 
B)  line extensions 
C)  multibranding 
D)  new product lines 
E)  co-branding 
A)  brand extensions 
B)  line extensions 
C)  multibranding 
D)  new product lines 
E)  co-branding

Question 15

Brand ________ is the differential effect that knowing the brand name has on customer response to the product and its marketing.

Accepted Answer

A)  capital 
B)  loyalty 
C)  wealth 
D)  esteem 
E)  equity 
A)  capital 
B)  loyalty 
C)  wealth 
D)  esteem 
E)  equity

Question 16

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

Accepted Answer

A)  prototype 
B)  paradigm 
C)  framework 
D)  patent 
E)  brand 
A)  prototype 
B)  paradigm 
C)  framework 
D)  patent 
E)  brand

Question 17

Which statement about convenience products is most likely true?

Accepted Answer

A)  They are distributed exclusively in only one or a few outlets per market area. 
B)  They are products that consumers rarely consider buying. 
C)  Luxury cars and designer clothes are examples of convenience products. 
D)  Consumers need to make special purchasing efforts to buy such products. 
E)  They are bought by consumers frequently and with minimal comparison. 
A)  They are distributed exclusively in only one or a few outlets per market area. 
B)  They are products that consumers rarely consider buying. 
C)  Luxury cars and designer clothes are examples of convenience products. 
D)  Consumers need to make special purchasing efforts to buy such products. 
E)  They are bought by consumers frequently and with minimal comparison.

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

Product mix depth refers to the ________.

Accepted Answer

A)  number of versions offered for each product in the line 
B)  ways in which the various product lines are related 
C)  number of different product lines the company carries 
D)  total number of items a company carries within its product lines 
E)  total market share captured by the entire product line 
A)  number of versions offered for each product in the line 
B)  ways in which the various product lines are related 
C)  number of different product lines the company carries 
D)  total number of items a company carries within its product lines 
E)  total market share captured by the entire product line

Question 20

Which of the following is a desirable quality for a brand name?

Accepted Answer

A)  The name should be unique and difficult to pronounce to ensure legal protection. 
B)  The name should be a common word rather than a distinctive one. 
C)  The name should not suggest anything about the product quality. 
D)  The name should translate easily into foreign languages. 
E)  The name should not be extendable. 
A)  The name should be unique and difficult to pronounce to ensure legal protection. 
B)  The name should be a common word rather than a distinctive one. 
C)  The name should not suggest anything about the product quality. 
D)  The name should translate easily into foreign languages. 
E)  The name should not be extendable.

Furniture is an example of a shopping product.

Which link in the service chain emphasizes superior employee selection and training?

Orienting and motivating customer-contact employees and supporting service people to work as a team to provide customer satisfaction is known as ________ marketing.

Support services are an important part of a customer's overall brand experience.

Marque,a high-end maker of designer watches,has started making inexpensive watches to take advantage of enormous growth rates in low-end market segments.Marque is most likely engaging in ________.

Specialty products are those products that are primarily purchased for use in conducting a business.

Consumer products that the buyer either does not know about or knows about but does not normally consider buying are referred to as ________ products.

Line extensions occur when a company extends existing brand names to new or modified products in a new category.

Life insurance is an example of a convenience product.

A laundry detergent that consumers purchase frequently,with minimum comparisons,is an example of a(n)________ product.

Which of the following is an example of an industrial product grouped under capital items?

________ products are consumer products and services with unique characteristics or brand identifications for which a significant group of buyers is willing to make more effort than usual to purchase.

Sweet & Cream,a popular frozen yogurt chain,attracts new customers by adding new flavors to its famous frozen yogurt product line.In this case,the company has developed its brand with ________.

Brand ________ is the differential effect that knowing the brand name has on customer response to the product and its marketing.

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

Which statement about convenience products is most likely true?

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

Product mix depth refers to the ________.

Which of the following is a desirable quality for a brand name?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

New Product Development and Product Life Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Social Responsibility and Ethics

Filters

Exam 7: Products,Services,and Brands: Building Customer Value

Furniture is an example of a shopping product.

Which link in the service chain emphasizes superior employee selection and training?

Orienting and motivating customer-contact employees and supporting service people to work as a team to provide customer satisfaction is known as ________ marketing.

Support services are an important part of a customer's overall brand experience.

Marque,a high-end maker of designer watches,has started making inexpensive watches to take advantage of enormous growth rates in low-end market segments.Marque is most likely engaging in ________.

Specialty products are those products that are primarily purchased for use in conducting a business.

Consumer products that the buyer either does not know about or knows about but does not normally consider buying are referred to as ________ products.

Line extensions occur when a company extends existing brand names to new or modified products in a new category.

Life insurance is an example of a convenience product.

A laundry detergent that consumers purchase frequently,with minimum comparisons,is an example of a(n)________ product.

Which of the following is an example of an industrial product grouped under capital items?

________ products are consumer products and services with unique characteristics or brand identifications for which a significant group of buyers is willing to make more effort than usual to purchase.

Sweet & Cream,a popular frozen yogurt chain,attracts new customers by adding new flavors to its famous frozen yogurt product line.In this case,the company has developed its brand with ________.

Brand ________ is the differential effect that knowing the brand name has on customer response to the product and its marketing.

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

Which statement about convenience products is most likely true?

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

Product mix depth refers to the ________.

Which of the following is a desirable quality for a brand name?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

New Product Development and Product Life Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Social Responsibility and Ethics

Filters