Deck 8: Products, Services, and Brands: Building Customer Value

Question 1

Christopher Messenger rents storage space to college students who go home for the summer but do not want to haul all of their property home and back.The business is profitable during the summer months,but when the storage space is unoccupied in the off- season,Christopher is losing money.What characteristic of service is most likely the source of Christopher's problem?

A)inseparability
B)perishability
C)intangibility
D)personalization
E)variability

Answer 1

B

Question 2

are less frequently purchased consumer products and services that customers compare carefully on suitability,quality,price,and style.Consumers spend much time and effort in gathering information and making comparisons about these products.

A)Shopping products
B)Industrial products
C)Convenience products
D)Line extensions
E)Unsought products

Answer 2

A

Question 3

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.

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

Answer 3

E

Question 4

Gina's Nail Salon is serious about pleasing its customers.Employees are trained to immediately and pleasantly respond to any customer complaints,and they are empowered to offer discounts and free add- ons to customers who believe they have received anything less than the best service.Gina's Nail Salon focuses on .

A)good service recovery
B)differentiating its offer
C)productivity
D)image marketing
E)internal marketing

Question 5

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

A)Branding
B)Labeling
C)Packaging
D)Servicing
E)Leveling

Question 6

A product is a key element in the .At one extreme,it may consist of pure tangible goods or at the other extreme,pure services.

A)brand equity
B)brand extension
C)market offering
D)co- branding
E)value chain

Question 7

A hickory rocking chair,handmade by an Amish woodcarver in Lancaster,Pennsylvania,from locally grown wood is an example of a(n).

A)service
B)shopping product
C)product attribute
D)specialty product
E)convenience product

Question 8

Which of the following capital items is NOT considered accessory equipment?

A)lift trucks
B)buildings
C)chairs
D)hand tools
E)desks

Question 9

Product mix refers to the number of different product lines the company carries.

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

Question 10

is used when two established brand names of different companies are used on the same product.

A)A brand extension
B)Co- branding
C)Brand equity
D)Internal marketing
E)Cannibalization

Question 11

contributes to a product's usefulness as well as to its looks.

A)Brand
B)Conformance quality
C)Style
D)Functionality
E)Design

Question 12

At the very least,a product's identifies the product or brand.It might also describe several things about the product and promote the brand.

A)portfolio
B)line extension
C)label
D)copyright
E)package

Question 13

Refer to the scenario below to answer the following questions.
Herb Marks built his enterprise on the faithful patronage of four specialty shops and a large contract from Elmore Distributors.But after two years,the maker of novelty pens and pencils had to rethink his strategy when his contract with Elmore ended.
Herb built a company reputation on the manufacturing and distribution of a variety of wooden writing utensils with customized engravings.Specialty shops loved to display the products in their fancy,lighted showcases,but such specialty shops alone were not profitable.Herb Marks established a brand name,known merely as Marks,and decided to expand on it.
Herb extended his writing utensil lines to include quills,felt- tip pens,and multiple- cartridge pens that write in different colors.He even added a line of various grades of personalized stationery and business cards.Perhaps Herb's biggest added touch,however,was the addition of two salespeople who would work to explain the diverse array of products offered by Marks,as well as nurture existing accounts.
"We make an excellent product," Herb Marks stated,"and we honor a good guarantee on everything we sell.But let's face it-we face hundreds of competitors! We need Marks representatives out there to help prospects understand what they should demand in something as simple as a writing tool."
The Marks brand was fast- becoming synonymous with top- notch customer service.Part of the purchase package brought personal visits from the Marks representative,before the purchase and long after.
The new felt- tip pens,multiple- cartridge pens,and quills are all examples of .

A)multibranding
B)product line filling
C)megabranding
D)licensed brands
E)product line inconsistencies

Question 14

Product planners need to consider products and services on three levels.Each level adds more customer value.The most basic level is the ,which addresses the question,"What is the buyer really buying?"

A)core customer value
B)augmented product
C)exchange
D)actual product
E)co- branding

Question 15

A sensational may grab attention and produce pleasing aesthetics,but it does not necessarily improve a product's performance.

A)style
B)experience
C)augmented product
D)design
E)service- profit chain

Question 16

Costco's Kirkland products are an example of a(n).

A)sponsorship brand
B)private brand
C)support brand
D)organizational brand
E)manufacturer's brand

Question 17

We define a as anything that can be offered to a market for attention,acquisition,use,or consumption and that might satisfy a want or need.

A)private brand
B)service encounter
C)service variability
D)service
E)product

Question 18

Which of the following is the lowest level on which marketers can position their brands in target customers' minds?

A)strong beliefs and values
B)product attributes
C)interactive marketing
D)added service
E)internal marketing

Question 19

Product mix refers to the number of versions offered of each product in the line.Colgate toothpaste comes in 16 varieties,ranging from Colgate Total to Colgate Kids Toothpastes.

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

Question 20

Products and services fall into two broad classifications based on the types of consumers that use them.Which is one of these broad classes?

A)supplies and services
B)industrial products
C)convenience products
D)specialty products
E)materials and parts

Question 21

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

A)Product quality
B)Positioning
C)Brand equity
D)Total quality management
E)Branding

Question 22

When the Twin Six Cafe provides gourmet menu options to its customers,as well as impeccable service-which even allows customers to hand- select their own cuts of meat- is/are evident.

A)both a core benefit and an actual product
B)a core benefit,an actual product,and an augmented product
C)only an actual product
D)only a core benefit
E)only an augmented product

Question 23

Through ,the service firm trains and motivates its customer- contact employees and supporting service people to work as a team to provide customer satisfaction.

A)service intangibility
B)internal marketing
C)service inseparability
D)external marketing
E)service variability

Question 24

Some analysts see as the major enduring asset of a company,outlasting the company's specific products and facilities.

A)services
B)brands
C)staples
D)experiences
E)benefits

Question 25

are products and services bought by final consumers for personal consumption.These include convenience products,shopping products,specialty products,and unsought products.

A)Consumer products
B)Services
C)Straight extensions
D)Industrial products
E)Line extensions

Question 26

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

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

Question 27

are industrial products that aid in the buyer's production or operations,including installations and accessory equipment.

A)Materials
B)Capital items
C)Parts
D)Supplies
E)Specialty items

Question 28

A consists of all the product lines and items that a particular seller offers for sale.

A)line extension
B)product mix
C)packaging mix
D)consumer mix
E)brand line

Question 29

Product mix _ refers to the total number of items a company carries within its product lines.

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

Question 30

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.

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

Question 31

To reduce problems associated with the intangibility of the services offered by a restaurant,the restaurant owner would be most likely to do which of the following?

A)provide clean tablecloths and cloth napkins for each new customer
B)lower entree prices between 4 p.m.and 6 p.m.
C)empower employees to handle customer complaints
D)offer regular employee workshops focusing on customer service
E)offer a service guarantee to ensure customers that food quality will be consistent

Question 32

An increasing number of retailers and wholesalers have created their own ,also called store brands.

A)private brands
B)national brands
C)multibrands
D)manufacturers' brands
E)generic brands

Question 33

are consumer products that the consumer either does not know about or knows about but does not normally think about buying.These products require a lot of advertising,personal selling,and other marketing efforts.

A)Line extensions
B)Staples
C)Unsought products
D)Specialty products
E)Shopping products

Question 34

What are the two dimensions of product quality?

A)feature and design
B)consistency and level
C)conformance and style
D)performance and resistance
E)design and innovation

Question 35

means that services cannot be seen,tasted,felt,heard,or smelled before they are bought.

A)Service inseparability
B)Service intangibility
C)Service perishability
D)Service variability
E)Service heterogeneity

Question 36

The requires sellers to provide detailed nutritional information on food products.

A)Fair Packaging and Labeling Act of 1966
B)Federal Trade Commission Act of 1990
C)Labeling Act of 1970
D)Packaging Act of 1970
E)Nutritional Labeling and Educational Act of 1990

Question 37

Most manufactured materials and parts are sold directly to .Price and service are the major marketing factors;branding and advertising tend to be less important.

A)brand extensions
B)wholesalers
C)industrial users
D)co- branders
E)consumers

Question 38

A(n)represents consumers' perceptions and feelings about a product and its performance.

A)experience
B)service
C)product line
D)attribute
E)brand

Question 39

means that services cannot be separated from their providers,whether the providers are people or machines.

A)Service inseparability
B)Service variability
C)Service perishability
D)Service heterogeneity
E)Service intangibility

Question 40

General Electric's campaign stating,"We bring good things to life" is an example of .

A)product line
B)corporate image marketing
C)social marketing
D)product quality
E)personal marketing

Question 41

In recent years,product safety and environmental responsibility have become major concerns.

A)product mix
B)branding
C)product line
D)service
E)packaging

Question 42

occurs when a company introduces additional items in a given product category under the same brand name,such as new flavors,forms,colors,ingredients,or package sizes.

A)Service intangibility
B)A line extension
C)Service variability
D)Interactive marketing
E)A brand extension

Question 43

A manager of a Holiday Inn said,"We have power and value in the market and people are willing to pay for it." This manager is referring to _.

A)line filling
B)specialty products
C)product length
D)social marketing
E)brand equity

Question 44

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

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

Question 45

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

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

Question 46

Refer to the scenario below to answer the following questions.
Herb Marks built his enterprise on the faithful patronage of four specialty shops and a large contract from Elmore Distributors.But after two years,the maker of novelty pens and pencils had to rethink his strategy when his contract with Elmore ended.
Herb built a company reputation on the manufacturing and distribution of a variety of wooden writing utensils with customized engravings.Specialty shops loved to display the products in their fancy,lighted showcases,but such specialty shops alone were not profitable.Herb Marks established a brand name,known merely as Marks,and decided to expand on it.
Herb extended his writing utensil lines to include quills,felt- tip pens,and multiple- cartridge pens that write in different colors.He even added a line of various grades of personalized stationery and business cards.Perhaps Herb's biggest added touch,however,was the addition of two salespeople who would work to explain the diverse array of products offered by Marks,as well as nurture existing accounts.
"We make an excellent product," Herb Marks stated,"and we honor a good guarantee on everything we sell.But let's face it-we face hundreds of competitors! We need Marks representatives out there to help prospects understand what they should demand in something as simple as a writing tool."
The Marks brand was fast- becoming synonymous with top- notch customer service.Part of the purchase package brought personal visits from the Marks representative,before the purchase and long after.
What type of consumer products does Marks manufacture?

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

Question 47

Which of the following is the most important for product designers to consider as they develop a product?

A)how the product appears
B)what the product's technical specifications are
C)how customers will use and benefit from the product
D)how the product is packaged to attract spontaneous purchases
E)which product features can be added to create higher- level models

Question 48

Berkowitz Piano Company can expand its product line in one of two common ways.Which of the following is one of those ways?

A)internal marketing
B)line mixing
C)line filling
D)product mixing
E)social marketing

Question 49

Service providers must consider four special characteristics when designing marketing programs.Which is NOT one of these characteristics?

A)variability
B)intangibility
C)perishability
D)heterogeneity
E)inseparability

Question 50

An apparel marketer is planning to launch an existing brand name into a new product category.Which brand development strategy is being implemented?

A)line extension
B)brand extension
C)rebranding
D)new brands
E)multibranding

Question 51

Which of the following does NOT belong to the materials and parts group of industrial products?

A)lumber
B)petroleum
C)farm products such as wheat
D)natural products such as iron ore
E)repair and maintenance items

Question 52

All of the following are methods for developing a differentiated service offer,delivery,or image EXCEPT _ .

A)having more reliable customer- contact people
B)increasing the quantity of service by giving up some durability
C)designing a superior delivery process
D)offering innovative features
E)developing symbols and branding

Question 53

Public health campaigns to reduce alcoholism,drug abuse,smoking,and obesity are all examples of _.

A)social marketing
B)shopping products
C)responsibility marketing
D)consumer products
E)specialty products

Question 54

Paper,pencils,paint,nails,and brooms are examples of .

A)raw materials
B)supplies
C)installations
D)capital items
E)specialty products

Question 55

The Ad Council of America has developed dozens of marketing campaigns,including classics such as "Smokey the Bear," "Keep America Beautiful," and "Only You Can Prevent Forest Fires."

A)place
B)service
C)brand equity
D)social
E)product line

Question 56

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 _ .

A)marketing experience
B)service recovery
C)line extensions
D)brand experience
E)product mix

Question 57

The fundamental asset underlying brand equity is _ -the value of the customer relationships that the brand creates.

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

Question 58

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.

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

Question 59

means that service quality depends on the quality of buyer- seller interaction during the service encounter.

A)Internal marketing
B)Service productivity
C)Service differentiation
D)Interactive marketing
E)External marketing

Question 60

Major brand marketers often spend huge amounts on advertising to create brand _ and to build preference and loyalty.

A)packaging
B)networking
C)extension
D)internal marketing
E)awareness

Question 61

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

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

Question 62

Which of the following is a potential drawback of multibranding?

A)The company's resources may be spread over too many brands.
B)Different product features can appeal to consumers with different buying motives.
C)An overextended brand name might lose its specific meaning for consumers.
D)The company can occupy more retail shelf space.
E)Consumers may become confused about the image of the main brand.

Question 63

Developing a product or service involves defining the benefits that it will offer.These benefits are communicated and delivered by such as quality,features,and style and design.

A)support services
B)product mixes
C)package labeling
D)product attributes
E)marketing tools

Question 64

consists of activities undertaken to create,maintain,or change the attitudes and behavior of target consumers toward an organization.

A)Internal marketing
B)Intelligence marketing
C)Person marketing
D)Service variability
E)Organization marketing

Question 65

is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well- being and that of society.

A)Unsought product marketing
B)Product line
C)Interactive marketing
D)Social marketing
E)Internal marketing

Question 66

are those products purchased for further processing or for use in conducting a business.

A)Specialty products
B)Accessories
C)Shopping products
D)Industrial products
E)Unsought products

Question 67

Manor Plaza Barber's customers have noticed that the quality of a haircut depends on who provides it as well as when,where,and how it is provided.What have the customers noticed?

A)service perishability
B)service distinction
C)service intangibility
D)service inseparability
E)service variability

Question 68

Which of the following is NOT one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength?

A)brand esteem
B)brand knowledge
C)brand valuation
D)brand relevance
E)brand differentiation

Question 69

Mabel Lu is planning to buy a new washing machine.She notices that they come in numerous price ranges.She wants to make sure she gets the most for her money.This product is a(n)_ product.

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

Question 70

Which of the following is an advantage offered by co- branding?

A)A company can expand its existing brand into a category it otherwise might have difficulty entering alone.
B)Retailers have exclusive products that cannot be purchased from competitors.
C)Manufacturers do not have to invest in creating their own brand names.
D)Brand equity is stabilized.
E)Advertising,sales,promotion,and marketing must be carefully coordinated.

Question 71

Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance?

A)conformance
B)design
C)value
D)level
E)product

Question 72

A involves the use of a successful brand name to launch new or modified products in a new category.

A)product line
B)private brand
C)brand extension
D)brand symbol
E)line extension

Question 73

Helene Curtis began to market shampoo for normal hair.In an attempt to increase profits and use excess market capacity,Helene Curtis then marketed shampoo for oily hair and color- treated hair.This is an example of _.

A)social marketing
B)people marketing
C)an unsought product
D)line filling
E)a shopping product

Question 74

When a company lengthens its product line beyond its current range,it is .

A)increasing product depth
B)product mixing
C)product line stretching
D)building product equity
E)product line filling

Question 75

Which strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number- one or number- two market share positions in their categories?

A)megabrand
B)service inseparability
C)social marketing
D)undifferentiated
E)unsought product

Question 76

To achieve their social change objectives,social marketing programs .

A)utilize only the promotional and product Ps of the marketing mix
B)utilize only the promotional P of the marketing mix
C)work to influence individuals' behavior to improve their well- being
D)utilize all of the Ps in the marketing mix
E)C and D

Question 77

Which of the following product offerings is intangible?

A)a mink coat
B)a meal at a fast- food restaurant
C)a limousine ride
D)fish for an aquarium
E)refillable ink cartridges for a computer printer

Question 78

"I love New York" is an example of .

A)social advertising
B)place marketing
C)person marketing
D)corporate image advertising
E)organization marketing

Question 79

All of the following are a manufacturer's sponsorship options for a product EXCEPT .

A)multibrands
B)co- branding
C)manufacturer's brand
D)private brand
E)licensed brand

Question 80

The impossibility of a barber storing haircuts for later sale is an example of which of the following?

A)service perishability
B)service variability
C)service inseparability
D)low- context services
E)service intangibility