Question 1

What are the two dimensions of product quality?

Accepted Answer

Product quality is one of the marketer's major positioning tools. Quality affects product or service performance; thus, it is closely linked to customer value and satisfaction. Product quality has two dimensions: level and consistency. In developing a product, the marketer must first choose a quality level that will support the product's positioning. Here, product quality means performance quality - the product's ability to perform its functions. Beyond quality level, high quality also can mean high levels of quality consistency. Here, product quality means conformance quality - freedom from defects and consistency in delivering a targeted level of performance.

Question 2

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

Question 3

In terms of packaging functions, Tiffany & Co.'s robin egg blue boxes .

Accepted Answer

A)  stifle brand awareness and recognition 
B)  have created confusion in the marketplace 
C)  are primarily used to hold and protect products 
D)  create immediate consumer recognition 
E)  deemphasize the importance of labels 
A)  stifle brand awareness and recognition 
B)  have created confusion in the marketplace 
C)  are primarily used to hold and protect products 
D)  create immediate consumer recognition 
E)  deemphasize the importance of labels D

Question 4

Which of the following statements is most likely true about unsought products?

Accepted Answer

A)  Unsought products are consumer products and services that customers buy frequently. 
B)  Unsought products offer many unique characteristics to status-conscious consumers. 
C)  Compared to convenience products, unsought products are purchased more frequently. 
D)  Unsought products are typically purchased for further processing by industrial manufacturers. 
E)  Marketers use aggressive advertising to convince consumers to buy unsought products. 
A)  Unsought products are consumer products and services that customers buy frequently. 
B)  Unsought products offer many unique characteristics to status-conscious consumers. 
C)  Compared to convenience products, unsought products are purchased more frequently. 
D)  Unsought products are typically purchased for further processing by industrial manufacturers. 
E)  Marketers use aggressive advertising to convince consumers to buy unsought products.

Question 5

Laundry detergent, candy, magazines, and fast food are purchased frequently by customers. They are examples of products.

Accepted Answer

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

Question 6

Consumers view a brand as an important part of a product, and branding can add value to a consumer's purchase.

Accepted Answer

A) True 
 B)False

Question 7

Product mix length 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 8

What is a product? What are the three levels of a product?

Accepted Answer

A product is anything that can be offere

Question 9

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

Question 10

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 11

products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.

Accepted Answer

A)  Capital 
B)  Shopping 
C)  Unsought 
D)  Specialty 
E)  Convenience 
A)  Capital 
B)  Shopping 
C)  Unsought 
D)  Specialty 
E)  Convenience

Question 12

The province of Newfoundland-Labrador has run very successful advertisements which draw attention to the province as a unique and vibrant tourist destination. This is an example of .

Accepted Answer

A)  ideas marketing 
B)  in person marketing 
C)  benefits marketing 
D)  place marketing 
E)  organization marketing 
A)  ideas marketing 
B)  in person marketing 
C)  benefits marketing 
D)  place marketing 
E)  organization marketing

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

Loblaws has enjoyed great success with the many PC (President's Choice) products. Such items are considered _ brands.

Accepted Answer

A)  licensed 
B)  extended 
C)  private 
D)  manufacturer's 
E)  national 
A)  licensed 
B)  extended 
C)  private 
D)  manufacturer's 
E)  national

Question 15

Explain, with examples, the four characteristics of services that a company must consider when designing marketing programs.

Accepted Answer

A company must consider four special ser

Question 16

A brand can be better positioned by associating its name with a desirable benefit.

Accepted Answer

A) True 
 B)False

Question 17

Flores Fashions promotes its clothing by emphasizing the durability and quality of the fabrics it uses. The company has positioned its brand based on .

Accepted Answer

A)  beliefs and values 
B)  product benefits 
C)  brand loyalty 
D)  market share 
E)  product attributes 
A)  beliefs and values 
B)  product benefits 
C)  brand loyalty 
D)  market share 
E)  product attributes

Question 18

Which of the following is an example of licensing?

Accepted Answer

A)  DMX, an electronics manufacturer, acquires Z-Elex, a start-up firm, and sells all Z-Elex's products under the DMX brand name. 
B)  Berry, a fruit juice company, uses a well-known cartoon character to promote the company's line of children's products and pays the creator of the cartoon character a fee. 
C)  ZetaBike, a bicycle manufacturer, teams up with VitaWater, a sports drink producer, to introduce ZetaVita, an energy drink. 
D)  Mason's, a retail chain, sells a number of different products from different manufacturers under the brand name Mason's. 
E)  XLC, a sporting goods firm, sponsors a number of top athletes in various sports and also hosts the XLC Sporting Achievement Awards. 
A)  DMX, an electronics manufacturer, acquires Z-Elex, a start-up firm, and sells all Z-Elex's products under the DMX brand name. 
B)  Berry, a fruit juice company, uses a well-known cartoon character to promote the company's line of children's products and pays the creator of the cartoon character a fee. 
C)  ZetaBike, a bicycle manufacturer, teams up with VitaWater, a sports drink producer, to introduce ZetaVita, an energy drink. 
D)  Mason's, a retail chain, sells a number of different products from different manufacturers under the brand name Mason's. 
E)  XLC, a sporting goods firm, sponsors a number of top athletes in various sports and also hosts the XLC Sporting Achievement Awards.

Question 19

While brand management has been a key competency, has always been a cornerstone of Nike's success.

Accepted Answer

A)  its catchy slogan, "Just Do It" 
B)  product innovation 
C)  a strong presence in all sports 
D)  player endorsements 
E)  exceptional advertising 
A)  its catchy slogan, "Just Do It" 
B)  product innovation 
C)  a strong presence in all sports 
D)  player endorsements 
E)  exceptional advertising

Question 20

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

What are the two dimensions of product quality?

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

In terms of packaging functions, Tiffany & Co.'s robin egg blue boxes .

Which of the following statements is most likely true about unsought products?

Laundry detergent, candy, magazines, and fast food are purchased frequently by customers. They are examples of products.

Consumers view a brand as an important part of a product, and branding can add value to a consumer's purchase.

Product mix length refers to the .

What is a product? What are the three levels of a product?

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.

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.

products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.

The province of Newfoundland-Labrador has run very successful advertisements which draw attention to the province as a unique and vibrant tourist destination. This is an example of .

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

Loblaws has enjoyed great success with the many PC (President's Choice) products. Such items are considered _ brands.

Explain, with examples, the four characteristics of services that a company must consider when designing marketing programs.

A brand can be better positioned by associating its name with a desirable benefit.

Flores Fashions promotes its clothing by emphasizing the durability and quality of the fabrics it uses. The company has positioned its brand based on .

Which of the following is an example of licensing?

While brand management has been a key competency, has always been a cornerstone of Nike's success.

Product mix depth refers to the _ .

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behaviour

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

Developing New Products and Managing the Product Life Cycle

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

Sustainable Marketing: Social Responsibility and Ethics

Filters

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

What are the two dimensions of product quality?

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

In terms of packaging functions, Tiffany & Co.'s robin egg blue boxes .

Which of the following statements is most likely true about unsought products?

Laundry detergent, candy, magazines, and fast food are purchased frequently by customers. They are examples of products.

Consumers view a brand as an important part of a product, and branding can add value to a consumer's purchase.

Product mix length refers to the .

What is a product? What are the three levels of a product?

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.

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.

products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.

The province of Newfoundland-Labrador has run very successful advertisements which draw attention to the province as a unique and vibrant tourist destination. This is an example of .

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

Loblaws has enjoyed great success with the many PC (President's Choice) products. Such items are considered _ brands.

Explain, with examples, the four characteristics of services that a company must consider when designing marketing programs.

A brand can be better positioned by associating its name with a desirable benefit.

Flores Fashions promotes its clothing by emphasizing the durability and quality of the fabrics it uses. The company has positioned its brand based on .

Which of the following is an example of licensing?

While brand management has been a key competency, has always been a cornerstone of Nike's success.

Product mix depth refers to the _ .

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behaviour

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

Developing New Products and Managing the Product Life Cycle

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

Sustainable Marketing: Social Responsibility and Ethics

Filters