Exam 9: Services the Intangible Product

Many of the elements on the label are required by laws and regulations; subsequently, the other elements of the label also remain outside the control of the manufacturer.

Free

(True/False)

4.8/5

(44)

Question 1

Correct Answer:

Verified

False

Explain how packaging could be used as a marketing tool.

Free

(Essay)

4.8/5

(38)

Question 2

Correct Answer:

Verified

Packaging can be used as an important marketing tool for manufacturers if it is used to convey the brand's positioning.Cosmetics giant Estée Lauder considers packaging to be primarily about brand image, so its packages portray a modern, sophisticated look that is immediately recognizable.Packaging is considered by many marketers to be the last frontier in advertising because of its role in promoting products to consumers on the floor of the store at the point of purchase.Some packaging choices can drive users to a company's website.Packaging may also affect consumers' emotions and drive impulse buying.The shapes of fragrance, perfume, and deodorant bottles and containers are good examples of marketers extending the use of packaging beyond a distribution function to encourage purchase and differentiation.Many children also pressure their parents to buy products, such as breakfast cereal, more because
of the packaging than for the product.In these instances, packaging acts as a point of differentiation and makes consumers feel proud to own the brand.

The set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service is called:

Free

(Multiple Choice)

4.8/5

(38)

Question 3

Correct Answer:

Verified

Stock keeping unit refers to the:

(Multiple Choice)

4.8/5

(34)

Question 4

A farm markets meat products.It has acquired the right to use the brand name of Homestead Hotels.This is an example of:

(Multiple Choice)

4.9/5

(35)

Question 5

Which of the following holds true for the term perceived value?

(Multiple Choice)

4.9/5

(36)

Question 6

Cobranding is a contractual arrangement between firms, whereby one firm allows another to use its brand name, logo, symbols, and/or characters in exchange for a negotiated fee.

(True/False)

4.9/5

(45)

Question 7

When shopping for diamonds, buyers typically do a great deal of research on what they should be looking for in a diamond as well as viewing different diamonds (loose or in settings) to choose the one they want to buy.Diamonds are an example of a(n):

(Multiple Choice)

4.7/5

(40)

Question 8

When developing or changing a product, marketers start with the core customer value to determine what their potential customers are seeking.

(True/False)

4.7/5

(33)

Question 9

Explain the advantages of using the same brand name for new products.

(Essay)

4.9/5

(38)

Question 10

The term for the smallest unit available for inventory control is a(n):

(Multiple Choice)

4.8/5

(42)

Question 11

Sports International's agreement with the small manufacturers who will manufacture sports apparel under the Sports International brand is an example of:

(Multiple Choice)

4.9/5

(32)

Question 12

A product sold without a brand name, typically in a commodities market, is called a:

(Multiple Choice)

5.0/5

(41)

Question 13

Brands owned and managed by the manufacturer are called:

(Multiple Choice)

5.0/5

(35)

Question 14

Many consumers experience "wrap rage"-a great frustration with packaging that makes it seemingly impossible to get at the actual products.

(True/False)

4.7/5

(30)

Question 15

Jim loves eating at a Chinese restaurant, Canton Delight.Although three other Chinese restaurants in the neighbourhood are cheaper, Jim continues to visit Canton Delight.This is an example of:

(Multiple Choice)

4.8/5

(29)

Question 16

Makeover is a chain of cosmetic stores.God's Charity is a not-for-profit medical service organization.Makeover markets a product carrying the logo of the charity; the consumer is encouraged to associate the two brands, and a portion of the proceeds benefit the charity.This is an example of:

(Multiple Choice)

4.8/5

(28)

Question 17

Perfume makers usually use elaborate and expensive advertising campaigns to create strong brand imagery for their perfumes.The cost of producing perfumes is relatively low, but customers are ready to pay high prices because they believe that the perfume is worth having.This is an example of:

(Multiple Choice)

4.7/5

(34)

Question 18

Time Warner has brands such as Time, Fortune, Business2, People, Money magazines, America Online, Warner Music, and CNN.Each of the brands has an independent identity and an independent target audience.These are examples of:

(Multiple Choice)

4.9/5

(35)

Question 19

Those products or services for which the consumer is not willing to spend any effort to evaluate prior to purchase are called:

(Multiple Choice)

4.8/5

(33)

Question 20

Showing 1 - 20 of 119

Many of the elements on the label are required by laws and regulations; subsequently, the other elements of the label also remain outside the control of the manufacturer.

Explain how packaging could be used as a marketing tool.

The set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service is called:

Stock keeping unit refers to the:

A farm markets meat products.It has acquired the right to use the brand name of Homestead Hotels.This is an example of:

Which of the following holds true for the term perceived value?

Cobranding is a contractual arrangement between firms, whereby one firm allows another to use its brand name, logo, symbols, and/or characters in exchange for a negotiated fee.

When shopping for diamonds, buyers typically do a great deal of research on what they should be looking for in a diamond as well as viewing different diamonds (loose or in settings) to choose the one they want to buy.Diamonds are an example of a(n):

When developing or changing a product, marketers start with the core customer value to determine what their potential customers are seeking.

Explain the advantages of using the same brand name for new products.

The term for the smallest unit available for inventory control is a(n):

Sports International's agreement with the small manufacturers who will manufacture sports apparel under the Sports International brand is an example of:

A product sold without a brand name, typically in a commodities market, is called a:

Brands owned and managed by the manufacturer are called:

Many consumers experience "wrap rage"-a great frustration with packaging that makes it seemingly impossible to get at the actual products.

Jim loves eating at a Chinese restaurant, Canton Delight.Although three other Chinese restaurants in the neighbourhood are cheaper, Jim continues to visit Canton Delight.This is an example of:

Makeover is a chain of cosmetic stores.God's Charity is a not-for-profit medical service organization.Makeover markets a product carrying the logo of the charity; the consumer is encouraged to associate the two brands, and a portion of the proceeds benefit the charity.This is an example of:

Perfume makers usually use elaborate and expensive advertising campaigns to create strong brand imagery for their perfumes.The cost of producing perfumes is relatively low, but customers are ready to pay high prices because they believe that the perfume is worth having.This is an example of:

Time Warner has brands such as Time, Fortune, Business2, People, Money magazines, America Online, Warner Music, and CNN.Each of the brands has an independent identity and an independent target audience.These are examples of:

Those products or services for which the consumer is not willing to spend any effort to evaluate prior to purchase are called:

Developing a Marketing Strategies and a Marketing Plan

Analyzing the Marketing Environment

Understanding the Marketplace Consumer Behaviour

Business-To-Business Marketing

Targeting the Marketplace Segmentation, Targeting, and Positioning

Marketing Research

Value Creation Developing New Products

Product, Branding, and Packaging Decisions

Transacting Value Pricing Concepts and Strategies : Establishing Value

Value Delivery : Designing the Distribution Channel and Supply Chain Marketing Channels

Retailing and Multichanneled Marketing

Value Communication Integrated Marketing Communications

Advertising, Sales Promotions, and Personal Selling

Social and Mobile Marketing

Marketing in the Global Environment Global Marketing

Ethics and Socially Responsible Marketing

Filters