Deck 9: Services the Intangible Product

Question 1

A company markets a fairly wide variety of products that includes paper, food, household cleaning supplies, medicine, cosmetics, and oral-care products.The products constitute the company's:

A)augmented product.
B)product mix.
C)customer lifetime value.
D)brand quality.
E)core customer value.

Answer 1

B

Question 2

The complete set of all products offered by a firm are called the:

A)augmented product.
B)product mix.
C)customer lifetime value.
D)brand equity.
E)core customer value.

Answer 2

B

Question 3

Refrigerators and washing machines are examples of:

A)shopping products.
B)unsought products.
C)extended products.
D)specialty products.
E)convenience products.

Answer 3

A

Question 4

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

A)shopping products/services.
B)unsought products/services.
C)a product category.
D)specialty products/services.
E)convenience products/services.

Question 5

Products and services used by people for their personal use are called:

A)personal products.
B)consumer products.
C)private products.
D)personalized products.
E)consumable products.

Question 6

Products or services toward which customers show such a strong preference that they will expend considerable effort to search for the best suppliers are called:

A)shopping products/services.
B)unsought products/services.
C)a product category.
D)specialty products/services.
E)convenience products/services.

Question 7

The basic problem-solving benefits that consumers are seeking are called the:

A)augmented product.
B)product mix.
C)customer lifetime value.
D)brand strategy.
E)core customer value.

Question 8

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):

A)shopping product.
B)unsought product.
C)extended product.
D)specialty product.
E)convenience product.

Question 9

A product line refers to:

A)the products in the shopping basket of a customer.
B)the benefits offered with a single product.
C)groups of associated items, such as those that consumers use together.
D)the additional free items that a customer receives with a product.
E)the number of features offered with a product.

Question 10

An assortment of items that the customer sees as reasonable substitutes for one another are called:

A)shopping products.
B)unsought products.
C)product categories.
D)specialty products.
E)convenience products.

Question 11

Products consumers either do not normally think of buying or do not know about are called:

A)shopping products.
B)unsought products.
C)a product category.
D)specialty products.
E)convenience products.

Question 12

The Apple logo, which is an apple with a bite taken out of it, identifies Apple's goods as distinct from those of other sellers.The Apple logo is an example of a(n):

A)augmented product.
B)product mix.
C)customer lifetime value.
D)brand.
E)core customer value.

Question 13

Milk and eggs are inexpensive items that are frequently purchased.They are examples of:

A)shopping products.
B)unsought products.
C)extended products.
D)specialty products.
E)convenience products.

Question 14

A new car entered the market with great success.Positioned as a sports car with supercar performance, it has shattered the lap times of the fastest cars in the world.Customers primarily looking for speed and excitement are the target market.Speed and excitement constitute the:

A)augmented product.
B)product mix.
C)customer lifetime value.
D)brand.
E)core customer value.

Question 15

Joss bought a refrigerator.The refrigerator came with a warranty, free delivery, and free after- sales service.The warranty, free delivery, and after-sales service constitute the:

A)augmented product.
B)product mix.
C)customer lifetime value.
D)brand quality.
E)core customer value.

Question 16

Any feature in a product that identifies one seller's good or service as distinct from those of other sellers is called a(n):

A)augmented product.
B)product mix.
C)customer lifetime value.
D)brand.
E)core customer value.

Question 17

Products or services, such as furniture, apparel, fragrances, appliances, and travel alternatives, for which consumers will spend a fair amount of time comparing alternatives are called:

A)shopping products/services.
B)unsought products/services.
C)a product category.
D)specialty products/services.
E)convenience products/services.

Question 18

Cemetery plots are examples of:

A)shopping products.
B)unsought products.
C)extended products.
D)specialty products.
E)convenience products.

Question 19

The nonphysical attributes of the product, including product warranties, financing, product support, and after-sale service are called the:

A)augmented product.
B)product mix.
C)customer lifetime value.
D)brand services.
E)core customer value.

Question 20

A company markets paper, food, household cleaning supplies, medicine, cosmetics, and oral- care products.Under oral-care products, the company markets a brand of toothpaste available in three sizes and two formulations (paste and gel).Paper, food, household cleaning supplies, medicine, cosmetics, and oral-care products constitute the:

A)product mix breadth.
B)product line depth.
C)product mix spread.
D)product line spread.
E)product line offer.

Question 21

Fresh Food offers fresh, high-quality foods.It emphasizes that its foods are a healthy choice because they are free of pesticides.Customers are very familiar with the brand and what it stands for, and have an opinion about it.This is an example of:

A)brand association.
B)brand awareness.
C)brand loyalty.
D)brand personality.
E)perceived value.

Question 22

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:

A)cobranding.
B)brand equity.
C)brand licensing.
D)brand extension.
E)brand dilution.

Question 23

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:

A)brand association.
B)brand awareness.
C)brand loyalty.
D)brand personality.
E)perceived value.

Question 24

Pearly and Waves are two teeth whitening brands.Both use the same "magical" ingredient (peroxide) and produce the same result.Pearly charges more than Waves.Typically, customers would choose the cheaper product because the is higher.

A)brand association
B)brand awareness
C)brand loyalty
D)brand personality
E)perceived value

Question 25

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

A)It refers to the mental links that consumers make between a brand and its key product attributes.
B)It refers to a set of human characteristics associated with a brand, which has symbolic or self-expressive meanings for consumers.
C)It refers to the relationship between a product or service's benefits and its cost.
D)It refers to a situation that occurs when a consumer buys the same brand's product or service repeatedly over time rather than buying from multiple suppliers within the same category.
E)It refers to the measurement of the number of customers in a market who are familiar with a
Brand and what it stands for.

Question 26

Which of the following holds true for the term brand awareness?

A)It refers to the mental links that consumers make between a brand and its key product attributes.
B)It refers to a set of human characteristics associated with a brand, which has symbolic or self-expressive meanings for consumers.
C)It refers to the relationship between a product or service's benefits and its cost.
D)It refers to a situation that occurs when a consumer buys the same brand's product or service repeatedly over time rather than buying from multiple suppliers within the same category.
E)It refers to the measurement of the number of customers in a market who are familiar with a
Brand and what it stands for.

Question 27

A company markets paper, food, household cleaning supplies, medicine, cosmetics, and oral- care products.Under the oral-care product section, the company markets a brand of toothpaste available in three sizes and two formulations (paste and gel).The toothpaste is an example of:

A)product mix breadth.
B)product line depth.
C)product mix spread.
D)product line spread.
E)product line offer.

Question 28

A car company uses the tagline "Suite on roads." This is an example of a:

A)slogan.
B)character.
C)logo.
D)brand name.
E)jingle.

Question 29

One particular cigarette brand is considered a "masculine" brand, while another is considered "feminine." This is an example of:

A)brand association.
B)brand awareness.
C)brand loyalty.
D)brand personality.
E)perceived value.

Question 30

A dairy farm launched a catchy new singing commercial.The lines were: Milk for health, Milk for fun,
Milk for the young, Milk for everyone.This is an example of a:

A)slogan.
B)character.
C)logo.
D)brand name.
E)jingle.

Question 31

Product line depth refers to the number of:

A)products in the shopping basket of a customer.
B)products within a group of associated items offered by a firm.
C)additional free items that a customer receives with a product.
D)benefits offered with a single product.
E)features offered with a product.

Question 32

A celebrity sportsperson endorses a particular product.A customer equates the product with physical fitness and sports.This is an example of:

A)brand association.
B)brand awareness.
C)brand loyalty.
D)brand personality.
E)perceived value.

Question 33

Which of the following holds true for the term brand loyalty?

A)It refers to the mental links that consumers make between a brand and its key product attributes.
B)It refers to a set of human characteristics associated with a brand, which has symbolic or self-expressive meanings for consumers.
C)It refers to the relationship between a product or service's benefits and its cost.
D)It refers to a situation that occurs when a consumer buys the same brand's product or service repeatedly over time rather than buying from multiple suppliers within the same category.
E)It refers to the measurement of the number of customers in a market who are familiar with a
Brand and what it stands for.

Question 34

Cinderella is a store that designs high-end footwear for women, which is stylish, sophisticated, and exclusive.Endorsed by celebrities, the store is considered one-of-a-kind, which makes target consumers value it more.This is an example of:

A)cobranding.
B)brand equity.
C)brand licensing.
D)brand extension.
E)brand dilution.

Question 35

Many consumers are familiar with the brands Pepsi and Coca-Cola and what they stand for.This is an example of:

A)brand association.
B)brand awareness.
C)brand loyalty.
D)brand personality.
E)perceived value.

Question 36

Which of the following holds true for the term brand personality?

A)It refers to the mental links that consumers make between a brand and its key product attributes.
B)It refers to a set of human characteristics associated with a brand, which has symbolic or self-expressive meanings for consumers.
C)It refers to the relationship between a product or service's benefits and its cost.
D)It refers to a situation that occurs when a consumer buys the same brand's product or service repeatedly over time rather than buying from multiple suppliers within the same category.
E)It refers to the measurement of the number of customers in a market who are familiar with a
Brand and what it stands for.

Question 37

A coffee shop has differentiated itself from its competitors by allowing customers to sit in the restaurant for endless hours without ordering coffee every 20 minutes.Additionally, it has done a great job in attracting celebrities to endorse the brand, which has added valuable points in the eyes of target consumers.This is an example of:

A)cobranding.
B)brand equity.
C)brand licensing.
D)brand extension.
E)brand dilution.

Question 38

Product mix breadth refers to the number of:

A)products in the shopping basket of a customer.
B)benefits offered with a single product.
C)additional free items that a customer receives with a product.
D)product lines, or variety, offered by the firm.
E)features offered with a product.

Question 39

Stock keeping unit refers to the:

A)products in the shopping basket of a customer.
B)benefits offered with a single product.
C)individual items within each product category.
D)additional free items that a customer receives with a product.
E)number of features offered with a product.

Question 40

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

A)inventory unit.
B)stock up unit.
C)product control unit.
D)stock keeping unit.
E)marginal unit.

Question 41

High Flier clothing and Troughs appliances are brands that are owned and managed by the manufacturer.They are examples of:

A)national brands.
B)generic brands.
C)private-label brands.
D)home brands.
E)public brands.

Question 42

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

A)national brand.
B)generic brand.
C)store brand.
D)home brand.
E)public brand.

Question 43

Which of the following holds true for brand-loyal customers?

A)They are less sensitive to product quality.
B)The marketing costs of reaching loyal consumers are very high.
C)They need an extra push to buy the firm's brands.
D)A high level of brand loyalty insulates the firm from competition.
E)They are a drain on a firm's finances as they need to be constantly rewarded.

Question 44

The Nike Swoosh would be an example of:

A)brand association.
B)brand awareness.
C)brand loyalty.
D)brand personality.
E)perceived value.

Question 45

Microsoft's Microsoft XP and Microsoft Office combine family and individual brands.They are examples of:

A)corporate and product line brands.
B)individual brands.
C)family brands.
D)home brands.
E)public brands.

Question 46

Brad loves playing video games.He is a Sony customer and used PlayStation 2 for a long time until PlayStation 3 came out.He bought a PlayStation 3 the day it came out.He loves Sony's video game products so much that he now buys only Sony products.This is an example of:

A)brand association.
B)brand awareness.
C)brand loyalty.
D)brand personality.
E)perceived value.

Question 47

Beaumont is a retailer that owns and manages a brand called Queen's Choice.The Queen's Choice brand includes grocery products, financial services, and even mobile phone services.Beaumont's Queen's Choice is an example of a:

A)national brand.
B)generic brand.
C)private-label brand.
D)home brand.
E)public brand.

Question 48

Which of the following holds true for the term brand association?

A)It refers to the mental links that consumers make between a brand and its key product attributes.
B)It refers to a set of human characteristics associated with a brand, which has symbolic or self-expressive meanings for consumers.
C)It refers to the relationship between a product or service's benefits and its cost.
D)It refers to a situation that occurs when a consumer buys the same brand's product or service repeatedly over time rather than buying from multiple suppliers within the same category.
E)It refers to the measurement of the number of customers in a market who are familiar with a
Brand and what it stands for.

Question 49

Apple uses one brand name and the recognizable Apple logo.The corporation sells computers, phones, accessories, music players, and tablets under a single brand name and logo.This is an example of a(n):

A)corporate and product line brand.
B)individual brand.
C)family brand.
D)home brand.
E)public brand.

Question 50

The strategy of naming a product by using a firm's own corporate name to brand all its product lines and products is called a:

A)corporate and product line brand.
B)individual brand.
C)family brand.
D)home brand.
E)public brand.

Question 51

A grocery store sells unbranded barbeque sauces, spices, and seasonings.These are examples of:

A)national brands.
B)generic brands.
C)private-label brands.
D)home brands.
E)public brands.

Question 52

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:

A)brand association.
B)brand awareness.
C)brand loyalty.
D)brand personality.
E)perceived value.

Question 53

Tempmart is a chain of discount stores.It owns and manages brands such as Street Wear and Big Fellas.These are examples of:

A)national brands.
B)generic brands.
C)private-label brands.
D)home brands.
E)public brands.

Question 54

IBM and Kellogg are brands that are owned and managed by the manufacturer.They are examples of:

A)national brands.
B)generic brands.
C)private-label brands.
D)home brands.
E)public brands.

Question 55

Brands owned and managed by the manufacturer are called:

A)national brands.
B)generic brands.
C)store brands.
D)home brands.
E)public brands.

Question 56

The strategy of naming a product by using a combination of a corporate name and an individual brand name to distinguish a firm's products is called a:

A)corporate and product line brand.
B)individual brand.
C)family brand.
D)home brand.
E)public brand.

Question 57

Which of the following are developed and marketed by a retailer and available only from that retailer?

A)national brands
B)generic brands
C)store brands
D)home brands
E)public brands

Question 58

Childcare Solutions sells its baby care products, Childcare Baby Powder and Childcare Baby Soap, under the Childcare brand name.This is an example of a(n):

A)corporate and product line brand.
B)individual brand.
C)family brand.
D)home brand.
E)public brand.

Question 59

A set of human characteristics associated with a brand that has symbolic or self-expressive meanings for consumers is known as:

A)brand association.
B)brand awareness.
C)brand loyalty.
D)brand personality.
E)perceived value.

Question 60

A supermarket sells unbranded dairy products, salt, grains, and meat.These are examples of:

A)national brands.
B)generic brands.
C)private-label brands.
D)home brands.
E)public brands.

Question 61

Cool Deal, a soft-drink company extended its brand name to include soaps.Cool Deal did not succeed in selling its soaps and, as a result, sales of its core brand also declined.It took Cool Deal considerable effort to regain customers who had turned to other soft drinks.This is an example of:

A)cobranding.
B)brand equity.
C)brand licensing.
D)brand extension.
E)brand dilution.

Question 62

A soft-drink company, Cool Deal, has a number of local and regional soft-drink brands such as Peppy and Mild.They are examples of:

A)corporate and product line brands.
B)individual brands.
C)family brands.
D)home brands.
E)public brands.

Question 63

Which of the following is a contractual arrangement between firms, whereby one firm allows another to use its brand name, logo, symbols, or characters in exchange for a negotiated fee?

A)cobranding
B)brand equity
C)brand licensing
D)brand extension
E)brand dilution

Question 64

Sports International's failure in the health drinks market also affected its sales of sports goods.This is an example of:

A)cobranding.
B)brand equity.
C)brand licensing.
D)brand extension.
E)brand dilution.

Question 65

Palates is a food manufacturer.It has different brand names for products in different categories, including Babys (baby food), Vegan (vegetarian meals), and Slim Foods (diet meals and supplements).These are examples of:

A)corporate and product line brands.
B)individual brands.
C)family brands.
D)home brands.
E)public brands.

Question 66

Sports International is an organization that manufactures sports goods.Now it also plans to go into the sports apparel business.This is an example of:

A)cobranding.
B)brand equity.
C)brand licensing.
D)brand extension.
E)brand dilution.

Question 67

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

A)cobranding.
B)brand equity.
C)brand licensing.
D)brand extension.
E)brand dilution.

Question 68

Which of the following occurs when a brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold?

A)cobranding
B)brand equity
C)brand licensing
D)brand extension
E)brand dilution

Question 69

Adidas and Polar Electro created Project Fusion, which integrates heart rate, speed, and distance monitoring equipment into sports apparel.This is an example of:

A)cobranding.
B)brand equity.
C)brand licensing.
D)brand extension.
E)brand dilution.

Question 70

Which of the following allow a company to compete within one category?

A)corporate and product line brands
B)individual brands
C)family brands
D)home brands
E)public brands

Question 71

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:

A)corporate and product line brands.
B)individual brands.
C)family brands.
D)home brands.
E)public brands.

Question 72

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:

A)cobranding.
B)brand equity.
C)brand licensing.
D)brand extension.
E)brand dilution.

Question 73

A company that specializes in making sports bikes decides to create its own brand of perfume.Customers did not take kindly to the perfume and let the company know about it.The company's attempt adversely affected consumer perceptions about the company's bikes.The company was forced to admit its mistake and stopped producing the perfume.This is an example of:

A)cobranding.
B)brand equity.
C)brand licensing.
D)brand extension.
E)brand dilution.

Question 74

Which of the following refers to the great frustration with packaging that makes it seemingly impossible to get at the actual product?

A)mouse rage
B)technostress
C)air rage
D)wrap rage
E)roid rage

Question 75

High Flier, a clothing company, started manufacturing sunglasses.It marketed its sunglasses under the same brand name as its clothing.This is an example of:

A)cobranding.
B)brand equity.
C)brand licensing.
D)brand extension.
E)brand dilution.

Question 76

The practice of marketing two or more brands together, on the same package or promotion, is called:

A)cobranding.
B)brand equity.
C)brand licensing.
D)brand extension.
E)brand dilution.

Question 77

When Sports International partners with Booster to sell health drinks, this is an example of:

A)cobranding.
B)brand equity.
C)brand licensing.
D)brand extension.
E)brand dilution.

Question 78

High Flier, a clothing line, acquired a music company and entered the music retail industry.Since High Flier was known in the market for its high quality, it hoped that perception would carry over to its new product as well.This is an example of:

A)cobranding.
B)brand equity.
C)brand licensing.
D)brand extension.
E)brand dilution.

Question 79

A company selling jogging strollers under the Tracks brand name now wants to move into the child bicycle trailer category.It enters into an agreement with a child bicycle trailer manufacturer.The manufacturer will produce child bicycle trailers integrated with the Tracks brand and sell them in the mid-tier market.In return for the rights to use the Tracks brand, the manufacturer will pay Tracks a percentage of the sales.This is an example of:

A)cobranding.
B)brand equity.
C)brand licensing.
D)brand extension.
E)brand dilution.

Question 80

Which of the following refers to the use of the same brand name for new products being introduced to the same or new markets?

A)cobranding
B)brand equity
C)brand licensing
D)brand extension
E)brand dilution