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

The dependence of service quality on the quality of the buyer-seller communication during the service encounter is referred to as ________ marketing.

Orienting and motivating customer-contact employees to work as a team to provide customer satisfaction is known as social marketing.

Which packaging component identifies the product or brand?

Which of the following is an industrial product categorized under materials and parts?

Service variability means that the quality of services does not depend on who provides them.

What are the two dimensions of product quality?

What is a product mix? What are the four dimensions of a product mix?

Differentiate between line extensions and brand extensions.Provide an example of each.

A product mix is also known as a product ________.

Product mix width refers to the ________.

Consumers are generally willing to make a special purchase effort to buy specialty products.

Which of the following is an example of licensing?

Sportware,a leading shoe manufacturer,markets sneakers under the brand name "Athletix" and dress shoes under the brand name "Cameo" in order to target the two different market segments.What branding strategy is most likely being used by Sportware?

The use of traditional business marketing concepts and tools to create behaviors that will create individual and societal well-being is called ________ marketing.

A product line is most likely too short if managers can ________.

What are the two ways in which a company can extend its product line?

________ involves using an existing brand name for a new product category.

Service perishability means that ________.

An augmented product is a product that is built around the core benefit and actual product by offering additional consumer services and benefits.

Describe the various categories of industrial products with examples.