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

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Question
________ refer to a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible.

A) Co-brands
B) Line extensions
C) Services
D) Pure products
E) Horizontal extensions
Use Space or
up arrow
down arrow
to flip the card.
Question
Which statement about convenience products is most likely true?

A) They are distributed exclusively in only one or a few outlets per market area.
B) They are products that consumers rarely consider buying.
C) Luxury cars and designer clothes are examples of convenience products.
D) Consumers need to make special purchasing efforts to buy such products.
E) They are bought by consumers frequently and with minimal comparison.
Question
Silkskin Cosmetics is advertising its newest line of eye makeup. Made from all-natural ingredients, the products are hypoallergenic. Silkskin is selling the products in specially designed tubes that make application easier. Which of the following is a core customer value for Silkskin's line of eye makeup?

A) the natural ingredients
B) the Silkskin brand
C) the products' revolutionary packaging
D) the hypoallergenic properties of the products
E) the desire for having beautiful eyes
Question
Which of the following is an industrial product categorized under materials and parts?

A) factory
B) cement
C) generator
D) drill presses
E) coal
Question
Susan has been redecorating her new condo for a year. She is carefully selecting every item. Susan finds an oriental rug that matches her color scheme and décor perfectly and purchases it immediately without engaging in comparison shopping. This is an example of a(n)________.

A) shopping product
B) convenience product
C) specialty product
D) industrial product
E) capital product
Question
________ 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.

A) Unsought
B) Obsolete
C) Intangible
D) Convenience
E) Specialty
Question
Specialty products are consumer products and services that customers generally buy ________.

A) to conduct business
B) frequently and immediately
C) based on ready availability
D) without making comparisons
E) with minimal effort
Question
Which of the following is an example of a shopping product?

A) toothpaste
B) fast food
C) laundry detergent
D) television
E) candy
Question
Which of the following is an example of a convenience product?

A) candy
B) furniture
C) life insurance
D) automobile
E) refrigerator
Question
Howard Schultz, the founder of Starbucks, positioned his bistros as "a third place" between work and home where patrons could share and enjoy a cup of coffee with friends. This illustrates ________.

A) an actual product
B) a core customer value
C) simple bundling
D) an augmented product
E) complex bundling
Question
Major appliances, furniture, and clothing are typical examples of ________ products.

A) convenience
B) shopping
C) unsought
D) specialty
E) capital
Question
Laundry detergent, candy, magazines, and fast food are purchased frequently by customers. They are examples of ________ products.

A) unsought
B) shopping
C) convenience
D) specialty
E) industrial
Question
Consumer products that the buyer either does not know about or knows about but does not normally consider buying are referred to as ________ products.

A) convenience
B) unsought
C) specialty
D) shopping
E) industrial
Question
Which of the following is most likely a true statement about shopping products?

A) Shopping products tend to be less expensive than convenience products.
B) The existence of such products is generally unknown to consumers.
C) Shopping products are purchased less frequently than convenience products.
D) Consumers typically spend very little time comparing shopping products.
E) A life insurance policy is an example of a shopping product.
Question
Which of the following is an example of an industrial product grouped under capital items?

A) factory
B) cement
C) crude petroleum
D) coal
E) paint
Question
Which of the following is a pure tangible good?

A) shampoo
B) a spa treatment
C) financial advice
D) a meal at a restaurant
E) a medical check-up
Question
Which of the following is an example of an unsought product?

A) furniture
B) laundry detergent
C) refrigerator
D) toothpaste
E) life insurance
Question
________ products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.

A) Shopping
B) Specialty
C) Capital
D) Convenience
E) Unsought
Question
Which of the following statements is most likely true about unsought products?

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

A) Convenience
B) Capital
C) Unsought
D) Shopping
E) Secondary
Question
A product is defined as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
Question
Consumers are generally willing to make more effort than usual to buy specialty products.
Question
Most major new innovations are unsought until consumers become aware of them through advertising.
Question
When buying unsought products, consumers spend considerable time and effort in gathering information and making comparisons.
Question
Shopping products are purchased more frequently than convenience products.
Question
The distinction between a consumer product and an industrial product is based on the purpose for which the product is purchased.
Question
A&B's Smarter Planet campaign markets A&B as a company that provides innovative solutions that improve the world's IQ. This activity of A&B is an example of ________ marketing.

A) segmented
B) vertical
C) organization
D) horizontal
E) diversified
Question
Life insurance is an example of a convenience product.
Question
The use of traditional business marketing concepts and tools to create behaviors that will benefit individual and societal well-being is called ________ marketing.

A) person
B) green
C) non-profit
D) social
E) traditional
Question
Furniture is an example of a shopping product.
Question
Unsought products are consumer products that the consumer either does not know about or knows about but does not normally consider buying.
Question
Which of the following is an industrial product categorized under supplies and services?

A) coal
B) wheat
C) lumber
D) elevator
E) generator
Question
Specialty products are primarily purchased for use in conducting a business.
Question
A laptop that is purchased for a graphic design studio is considered an industrial product.
Question
Consumers rarely compare shopping products before purchasing them.
Question
An augmented product is a product that is built around the core benefit and actual product by offering additional consumer services and benefits.
Question
The augmented product is considered the basic level among the three levels of product.
Question
Cement is an example of an industrial product that is categorized under ________.

A) capital items
B) augmented products
C) supplies and services
D) materials and parts
E) shopping products
Question
Products include only tangible objects.
Question
Business advisory services such as legal or advertising are classified under which category of industrial products?

A) supplies and services
B) capital items
C) raw materials
D) materials and parts
E) specialty products
Question
Denta Clean's decision to add a whitening toothpaste to its current line of toothpastes is an example of product line ________.

A) stretching
B) widening
C) strengthening
D) mixing
E) filling
Question
Clorox sells five major product lines including cleaning, household, lifestyle, professional, and international. Together the product lines make up Clorox's ________.

A) product length
B) product mix
C) product depth
D) product consistency
E) product assemblage
Question
A product line is most likely too short if managers can ________.

A) increase profits by dropping items
B) decrease costs by adding items
C) increase market share by dropping items
D) decrease costs by dropping items
E) increase profits by adding items
Question
What is a product? What are the three levels of a product?
Question
Corporate image marketing consists of activities undertaken to create, maintain, or change attitudes or behavior toward particular people.
Question
Product mix length refers to the ________.

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
Lengthening a product line beyond its current range is referred to as product line ________.

A) filling
B) strengthening
C) mixing
D) stretching
E) widening
Question
Product mix depth refers to the ________.

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
Describe the various categories of industrial products with examples.
Question
Marque, a high-end maker of designer watches, has started making inexpensive watches to take advantage of enormous growth rates in low-end market segments. Marque is most likely engaging in ________.

A) franchising
B) line filling
C) two-way stretching
D) upward stretching
E) downward stretching
Question
Which of the following terms best describes the process of designing and producing a container or wrapper for a product?

A) labeling
B) positioning
C) licensing
D) packaging
E) branding
Question
A ________ is defined as a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service.

A) prototype
B) paradigm
C) framework
D) patent
E) brand
Question
Describe the various categories of consumer products with examples.
Question
Product mix width refers to the ________.

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
Consistency of a product mix refers to the ________.

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
Many companies are taking a ________ approach today, viewing quality as an investment and holding quality efforts accountable for bottom-line results.

A) return-on-quality
B) quality level
C) performance quality
D) conformance quality
E) total quality management
Question
A product line is most likely too long if managers can ________.

A) decrease costs by adding items
B) increase market share by adding items
C) increase profits by dropping items
D) decrease costs by dropping items
E) increase profits by adding items
Question
What is organization marketing? Explain with the help of an example.
Question
In terms of packaging functions, Tiffany & Co.'s robin egg blue boxes ________.

A) are primarily used to hold and protect products
B) have created confusion in the marketplace
C) create immediate consumer recognition
D) deemphasize the importance of labels
E) stifle brand awareness and recognition
Question
A company adding new features to a product will most likely assess each feature's value to customers relative to its ________.

A) cost to the company
B) performance in the market
C) benefits to the company
D) cost to the customers
E) benefits to the supplier
Question
What are the functions of product labels? What marketing role do labels play?
Question
Which link in the service profit chain emphasizes superior employee selection and training?

A) healthy service profits and growth
B) satisfied and loyal customers
C) greater service value
D) satisfied and productive service employees
E) internal service quality
Question
Product line filling occurs when a company lengthens its product line beyond its current range.
Question
What are the two dimensions of product quality?
Question
World Skies' Flight 167 takes off at 50 percent capacity. The unoccupied seats cannot be stored for later sale or use. This is an example of which service characteristic?

A) tangibility
B) intangibility
C) perishability
D) variability
E) inseparability
Question
Service variability means that the quality of services does not depend on who provides them.
Question
Zappos recognizes the importance of the buyer-seller interaction. They only hire people with an innate "passion to serve" and they go through four weeks of customer loyalty training. This is referred to as ________ marketing.

A) horizontal
B) interactive
C) advocacy
D) social
E) internal
Question
A doctor performing hip surgery on a patient illustrates how a service can be produced and consumed simultaneously. This is an example of which service characteristic?

A) tangibility
B) intangibility
C) perishability
D) variability
E) inseparability
Question
Service variability means that ________.

A) the evaluation of services is subjective and changes from customer to customer
B) service quality depends on when, where, and how they are provided
C) services cannot be stored for later sale or use
D) services cannot be seen, tasted, felt, heard, or smelled before they are bought
E) services can be separated from their providers
Question
Branding has become so strong today that hardly anything goes unbranded.
Question
What are the two ways in which a company can extend its product line?
Question
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.
Question
Which of the following is most likely a true statement about services?

A) Services can be stored for later sale or use.
B) Service quality is not dependent on the provider.
C) Services can be easily separated from their providers.
D) Service industries vary greatly.
E) Demand fluctuation has little to no impact on service providers.
Question
What role does packaging play in the marketing of a product? How can packaging lead to an increase or decrease of sales? Provide examples to illustrate your response.
Question
Explain, with examples, the four characteristics of services that a company must consider when designing marketing programs.
Question
What is a brand? What are the advantages of branding?
Question
Orienting and motivating customer-contact employees to work as a team to provide customer satisfaction is known as social marketing.
Question
Orienting and motivating customer-contact employees and supporting service people to work as a team to provide customer satisfaction is known as ________ marketing.

A) social
B) organizational
C) differentiated
D) internal
E) interactive
Question
Support services are an important part of a customer's overall brand experience.
Question
What is a product mix? What are the four dimensions of a product mix?
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Deck 7: Products, Services, and Brands: Building Customer Value
1
________ refer to a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible.

A) Co-brands
B) Line extensions
C) Services
D) Pure products
E) Horizontal extensions
C
2
Which statement about convenience products is most likely true?

A) They are distributed exclusively in only one or a few outlets per market area.
B) They are products that consumers rarely consider buying.
C) Luxury cars and designer clothes are examples of convenience products.
D) Consumers need to make special purchasing efforts to buy such products.
E) They are bought by consumers frequently and with minimal comparison.
E
3
Silkskin Cosmetics is advertising its newest line of eye makeup. Made from all-natural ingredients, the products are hypoallergenic. Silkskin is selling the products in specially designed tubes that make application easier. Which of the following is a core customer value for Silkskin's line of eye makeup?

A) the natural ingredients
B) the Silkskin brand
C) the products' revolutionary packaging
D) the hypoallergenic properties of the products
E) the desire for having beautiful eyes
E
4
Which of the following is an industrial product categorized under materials and parts?

A) factory
B) cement
C) generator
D) drill presses
E) coal
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
5
Susan has been redecorating her new condo for a year. She is carefully selecting every item. Susan finds an oriental rug that matches her color scheme and décor perfectly and purchases it immediately without engaging in comparison shopping. This is an example of a(n)________.

A) shopping product
B) convenience product
C) specialty product
D) industrial product
E) capital product
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
6
________ 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.

A) Unsought
B) Obsolete
C) Intangible
D) Convenience
E) Specialty
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
7
Specialty products are consumer products and services that customers generally buy ________.

A) to conduct business
B) frequently and immediately
C) based on ready availability
D) without making comparisons
E) with minimal effort
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
8
Which of the following is an example of a shopping product?

A) toothpaste
B) fast food
C) laundry detergent
D) television
E) candy
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
9
Which of the following is an example of a convenience product?

A) candy
B) furniture
C) life insurance
D) automobile
E) refrigerator
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
10
Howard Schultz, the founder of Starbucks, positioned his bistros as "a third place" between work and home where patrons could share and enjoy a cup of coffee with friends. This illustrates ________.

A) an actual product
B) a core customer value
C) simple bundling
D) an augmented product
E) complex bundling
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
11
Major appliances, furniture, and clothing are typical examples of ________ products.

A) convenience
B) shopping
C) unsought
D) specialty
E) capital
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
12
Laundry detergent, candy, magazines, and fast food are purchased frequently by customers. They are examples of ________ products.

A) unsought
B) shopping
C) convenience
D) specialty
E) industrial
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
13
Consumer products that the buyer either does not know about or knows about but does not normally consider buying are referred to as ________ products.

A) convenience
B) unsought
C) specialty
D) shopping
E) industrial
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
14
Which of the following is most likely a true statement about shopping products?

A) Shopping products tend to be less expensive than convenience products.
B) The existence of such products is generally unknown to consumers.
C) Shopping products are purchased less frequently than convenience products.
D) Consumers typically spend very little time comparing shopping products.
E) A life insurance policy is an example of a shopping product.
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
15
Which of the following is an example of an industrial product grouped under capital items?

A) factory
B) cement
C) crude petroleum
D) coal
E) paint
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
16
Which of the following is a pure tangible good?

A) shampoo
B) a spa treatment
C) financial advice
D) a meal at a restaurant
E) a medical check-up
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
17
Which of the following is an example of an unsought product?

A) furniture
B) laundry detergent
C) refrigerator
D) toothpaste
E) life insurance
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
18
________ products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.

A) Shopping
B) Specialty
C) Capital
D) Convenience
E) Unsought
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
19
Which of the following statements is most likely true about unsought products?

A) Unsought products are consumer products and services that customers buy frequently.
B) Marketers use aggressive advertising to convince consumers to buy unsought products.
C) Unsought products are typically purchased for further processing by industrial manufacturers.
D) Compared to convenience products, unsought products are purchased more frequently.
E) Unsought products offer many unique characteristics to status-conscious consumers.
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
20
________ products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.

A) Convenience
B) Capital
C) Unsought
D) Shopping
E) Secondary
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
21
A product is defined as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
22
Consumers are generally willing to make more effort than usual to buy specialty products.
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
23
Most major new innovations are unsought until consumers become aware of them through advertising.
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
24
When buying unsought products, consumers spend considerable time and effort in gathering information and making comparisons.
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
25
Shopping products are purchased more frequently than convenience products.
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
26
The distinction between a consumer product and an industrial product is based on the purpose for which the product is purchased.
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
27
A&B's Smarter Planet campaign markets A&B as a company that provides innovative solutions that improve the world's IQ. This activity of A&B is an example of ________ marketing.

A) segmented
B) vertical
C) organization
D) horizontal
E) diversified
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
28
Life insurance is an example of a convenience product.
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
29
The use of traditional business marketing concepts and tools to create behaviors that will benefit individual and societal well-being is called ________ marketing.

A) person
B) green
C) non-profit
D) social
E) traditional
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
30
Furniture is an example of a shopping product.
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
31
Unsought products are consumer products that the consumer either does not know about or knows about but does not normally consider buying.
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
32
Which of the following is an industrial product categorized under supplies and services?

A) coal
B) wheat
C) lumber
D) elevator
E) generator
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
33
Specialty products are primarily purchased for use in conducting a business.
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
34
A laptop that is purchased for a graphic design studio is considered an industrial product.
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
35
Consumers rarely compare shopping products before purchasing them.
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
36
An augmented product is a product that is built around the core benefit and actual product by offering additional consumer services and benefits.
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
37
The augmented product is considered the basic level among the three levels of product.
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
38
Cement is an example of an industrial product that is categorized under ________.

A) capital items
B) augmented products
C) supplies and services
D) materials and parts
E) shopping products
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
39
Products include only tangible objects.
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
40
Business advisory services such as legal or advertising are classified under which category of industrial products?

A) supplies and services
B) capital items
C) raw materials
D) materials and parts
E) specialty products
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
41
Denta Clean's decision to add a whitening toothpaste to its current line of toothpastes is an example of product line ________.

A) stretching
B) widening
C) strengthening
D) mixing
E) filling
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
42
Clorox sells five major product lines including cleaning, household, lifestyle, professional, and international. Together the product lines make up Clorox's ________.

A) product length
B) product mix
C) product depth
D) product consistency
E) product assemblage
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
43
A product line is most likely too short if managers can ________.

A) increase profits by dropping items
B) decrease costs by adding items
C) increase market share by dropping items
D) decrease costs by dropping items
E) increase profits by adding items
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
44
What is a product? What are the three levels of a product?
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
45
Corporate image marketing consists of activities undertaken to create, maintain, or change attitudes or behavior toward particular people.
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
46
Product mix length refers to the ________.

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
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
47
Lengthening a product line beyond its current range is referred to as product line ________.

A) filling
B) strengthening
C) mixing
D) stretching
E) widening
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
48
Product mix depth refers to the ________.

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
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
49
Describe the various categories of industrial products with examples.
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
50
Marque, a high-end maker of designer watches, has started making inexpensive watches to take advantage of enormous growth rates in low-end market segments. Marque is most likely engaging in ________.

A) franchising
B) line filling
C) two-way stretching
D) upward stretching
E) downward stretching
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
51
Which of the following terms best describes the process of designing and producing a container or wrapper for a product?

A) labeling
B) positioning
C) licensing
D) packaging
E) branding
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
52
A ________ is defined as a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service.

A) prototype
B) paradigm
C) framework
D) patent
E) brand
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
53
Describe the various categories of consumer products with examples.
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
Unlock Deck
k this deck
54
Product mix width refers to the ________.

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
Unlock Deck
Unlock for access to all 100 flashcards in this deck.
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55
Consistency of a product mix refers to the ________.

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
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56
Many companies are taking a ________ approach today, viewing quality as an investment and holding quality efforts accountable for bottom-line results.

A) return-on-quality
B) quality level
C) performance quality
D) conformance quality
E) total quality management
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57
A product line is most likely too long if managers can ________.

A) decrease costs by adding items
B) increase market share by adding items
C) increase profits by dropping items
D) decrease costs by dropping items
E) increase profits by adding items
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58
What is organization marketing? Explain with the help of an example.
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59
In terms of packaging functions, Tiffany & Co.'s robin egg blue boxes ________.

A) are primarily used to hold and protect products
B) have created confusion in the marketplace
C) create immediate consumer recognition
D) deemphasize the importance of labels
E) stifle brand awareness and recognition
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60
A company adding new features to a product will most likely assess each feature's value to customers relative to its ________.

A) cost to the company
B) performance in the market
C) benefits to the company
D) cost to the customers
E) benefits to the supplier
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61
What are the functions of product labels? What marketing role do labels play?
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62
Which link in the service profit chain emphasizes superior employee selection and training?

A) healthy service profits and growth
B) satisfied and loyal customers
C) greater service value
D) satisfied and productive service employees
E) internal service quality
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63
Product line filling occurs when a company lengthens its product line beyond its current range.
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64
What are the two dimensions of product quality?
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65
World Skies' Flight 167 takes off at 50 percent capacity. The unoccupied seats cannot be stored for later sale or use. This is an example of which service characteristic?

A) tangibility
B) intangibility
C) perishability
D) variability
E) inseparability
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66
Service variability means that the quality of services does not depend on who provides them.
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67
Zappos recognizes the importance of the buyer-seller interaction. They only hire people with an innate "passion to serve" and they go through four weeks of customer loyalty training. This is referred to as ________ marketing.

A) horizontal
B) interactive
C) advocacy
D) social
E) internal
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68
A doctor performing hip surgery on a patient illustrates how a service can be produced and consumed simultaneously. This is an example of which service characteristic?

A) tangibility
B) intangibility
C) perishability
D) variability
E) inseparability
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69
Service variability means that ________.

A) the evaluation of services is subjective and changes from customer to customer
B) service quality depends on when, where, and how they are provided
C) services cannot be stored for later sale or use
D) services cannot be seen, tasted, felt, heard, or smelled before they are bought
E) services can be separated from their providers
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70
Branding has become so strong today that hardly anything goes unbranded.
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71
What are the two ways in which a company can extend its product line?
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72
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.
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73
Which of the following is most likely a true statement about services?

A) Services can be stored for later sale or use.
B) Service quality is not dependent on the provider.
C) Services can be easily separated from their providers.
D) Service industries vary greatly.
E) Demand fluctuation has little to no impact on service providers.
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74
What role does packaging play in the marketing of a product? How can packaging lead to an increase or decrease of sales? Provide examples to illustrate your response.
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75
Explain, with examples, the four characteristics of services that a company must consider when designing marketing programs.
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76
What is a brand? What are the advantages of branding?
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77
Orienting and motivating customer-contact employees to work as a team to provide customer satisfaction is known as social marketing.
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78
Orienting and motivating customer-contact employees and supporting service people to work as a team to provide customer satisfaction is known as ________ marketing.

A) social
B) organizational
C) differentiated
D) internal
E) interactive
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79
Support services are an important part of a customer's overall brand experience.
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80
What is a product mix? What are the four dimensions of a product mix?
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