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

Question 1

A laundry detergent that consumers purchase frequently,with minimum comparisons,is an example of a(n)________ product.

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

Answer 1

C

Question 2

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.

Answer 2

B

Question 3

A refrigerator is an example of a(n)________ product.

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

Answer 3

B

Question 4

Which of the following is an industrial product categorized under materials and parts?

A) factory
B) cement
C) generator
D) lubricant
E) coal

Question 5

Which of the following is an example of a shopping product?

A) toothpaste
B) fast food
C) laundry detergent
D) television
E) candy

Question 6

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 7

Which of the following would be considered part of an augmented product rather than that of an actual product or core customer value?

A) product features
B) warranty
C) brand name
D) design
E) packaging

Question 8

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 9

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 10

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 11

________ 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 12

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 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

Question 14

Which of the following is an example of a convenience product?

A) candy
B) furniture
C) life insurance
D) automobile
E) refrigerator

Question 15

________ 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 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

Question 17

Which of the following types of products are generally priced the lowest?

A) shopping products
B) convenience products
C) specialty products
D) industrial products
E) capital products

Question 18

________ 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 19

________ 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

Question 20

Which of the following is an example of an unsought product?

A) furniture
B) laundry detergent
C) refrigerator
D) toothpaste
E) life insurance

Question 21

Iron ore 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 22

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 23

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 24

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 25

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 26

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 27

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 28

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 29

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 30

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 31

Which packaging component identifies the product or brand?

A) unit price
B) material
C) label
D) trademark
E) copyright symbol

Question 32

Expanding a product line by adding more items within the present range of the line is known as product line ________.

A) stretching
B) widening
C) strengthening
D) mixing
E) filling

Question 33

Which of the following is an industrial product categorized under supplies and services?

A) coal
B) wheat
C) lumber
D) elevator
E) generator

Question 34

A company adding new features to a product will most likely compare each feature's value to customers with 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 35

Which category of industrial products includes repair and maintenance?

A) supplies and services
B) capital items
C) raw materials
D) materials and parts
E) specialty products

Question 36

A product mix is also known as a product ________.

A) taxonomy
B) portfolio
C) aggregation
D) cluster
E) assemblage

Question 37

The use of traditional business marketing concepts and tools to create behaviors that will create individual and societal well-being is called ________ marketing.

A) person
B) green
C) non-profit
D) social
E) traditional

Question 38

Which of the following characteristics of a product is defined as "freedom from defects"?

A) quality
B) feature
C) style
D) value
E) design

Question 39

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 40

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 41

Xenon,a leading consumer-electronics manufacturing company,markets its products under the company's own brand name.In this case,Xenon has sponsored its products by promoting them as ________ brands.

A) licensed
B) private
C) store
D) national
E) distributor

Question 42

Service perishability means that ________.

A) service evaluation is highly subjective
B) the quality of services depends on the provider
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 cannot be separated from their providers in most cases

Question 43

Store brands are also known as ________ brands.

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

Question 44

Sweet & Cream,a popular frozen yogurt chain,attracts new customers by adding new flavors to its famous frozen yogurt product line.In this case,the company has developed its brand with ________.

A) brand extensions
B) line extensions
C) multibranding
D) new product lines
E) co-branding

Question 45

BerryBerry is a fruit juice company that has traditionally sold three varieties of mixed-fruit juices: DazzleBerry,AquaBerry,and GloBerry.The company wants to add more products to its product line.Which of the following is an example of brand extension for BerryBerry?

A) The company introduces BerryBliss, a dried berry snack mix for kids.
B) BerryBerry adds a new fruit juice flavor, TangyBerry.
C) The company introduces a line of flavored milk and yogurt under a new brand name.
D) The company creates a new brand, NatureFresh, for a line of cosmetics based on fruit flavors and colors.
E) BerryBerry teams up with SFX, a sporting goods company, to introduce a line of energy bars called BerryBerry SFX.

Question 46

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) A service is intangible before it is purchased.
E) Demand fluctuation has little to no impact on service providers.

Question 47

Which link in the service 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 48

BerryBerry is a fruit juice company that has traditionally sold three varieties of mixed-fruit juices: DazzleBerry,AquaBerry,and GloBerry.The company wants to add more products to its product line.In this case,which of the following is an example of co-branding by BerryBerry?

A) The company introduces BerryBliss, a dried berry snack mix for kids.
B) BerryBerry adds a new fruit juice flavor, TangyBerry.
C) The company introduces a line of flavored milk and yogurt under a new brand name.
D) The company creates a new brand, NatureFresh, for a line of cosmetics based on fruit flavors and colors.
E) BerryBerry teams up with SFX, a sporting goods company, to introduce a line of energy bars called BerryBerry SFX.

Question 49

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

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

Question 50

Service inseparability means that ________.

A) the evaluation of services is subjective and changes from customer to customer
B) service quality depends on who provides them 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 become a part of their providers, whether the providers are people or machines

Question 51

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 52

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 53

Sportware,a leading shoe manufacturer,markets sneakers under the brand name "Athletix" and dress shoes under the brand name "Cameo" in order to target the two different market segments.What branding strategy is most likely being used by Sportware?

A) brand extensions
B) line extensions
C) multibrands
D) new brands
E) co-brands

Question 54

________ occurs when a company uses its existing brand name for new forms,colors,sizes,ingredients,or flavors of an existing product category.

A) Line extension
B) Co-branding
C) Private labeling
D) Brand extension
E) Clustered branding

Question 55

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

A) Licensing
B) Co-branding
C) Private branding
D) Franchising
E) Brand positioning

Question 56

The dependence of service quality on the quality of the buyer-seller communication during the service encounter is referred to as ________ marketing.

A) horizontal
B) interactive
C) advocacy
D) social
E) internal

Question 57

________ involves using an existing brand name for a new product category.

A) Line extension
B) Co-branding
C) New branding
D) Brand extension
E) Multibranding

Question 58

Which of the following is a desirable quality for a brand name?

A) The name should be unique and difficult to pronounce to ensure legal protection.
B) The name should be a common word rather than a distinctive one.
C) The name should not suggest anything about the product quality.
D) The name should translate easily into foreign languages.
E) The name should not be extendable.

Question 59

Brand ________ is the differential effect that knowing the brand name has on customer response to the product and its marketing.

A) capital
B) loyalty
C) wealth
D) esteem
E) equity

Question 60

Which of the following is an example of licensing?

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) XLC, a sporting goods firm, sponsors a number of top athletes in various sports and also hosts the XLC Sporting Achievement Awards.
D) ZetaBike, a bicycle manufacturer, teams up with VitaWater, a sports drink producer, to introduce ZetaVita, an energy drink.
E) Mason's, a retail chain, sells a number of different products from different manufacturers under the brand name Mason's.

Question 61

Of the three levels of products and services,the most basic level is the "actual product."

Question 62

Consumers rarely compare shopping products before purchasing them.

Question 63

Consumers are generally willing to make a special purchase effort to buy specialty products.

Question 64

Branding and advertising tend to be more important marketing factors than price and service for industrial products categorized under materials and parts.

Question 65

Unsought products are consumer products that the consumer either does not know about or knows about but does not normally consider buying.

Question 66

A consumer product that is used for business purposes is referred to as an industrial product.

Question 67

Unlike shopping products,convenience products are purchased less frequently.

Question 68

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 69

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 70

When a company's market offering consists of a pure tangible good,related services are typically included for an additional charge.

Question 71

Shopping product marketers usually distribute their products through many outlets to make them readily available to customers.

Question 72

A brand is a name,term,sign,symbol,or design,or a combination of these,that identifies the maker or seller of a product or service.

Question 73

Product line stretching involves adding more items within the present range of the line.

Question 74

Most major new innovations are unsought until consumers become aware of them through advertising.

Question 75

Specialty products are those products that are primarily purchased for use in conducting a business.

Question 76

Industrial products are classified as convenience products,shopping products,specialty products,and unsought products.

Question 77

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

Question 78

Furniture is an example of a shopping product.

Question 79

An augmented product is a product that is built around the core benefit and actual product by offering additional consumer services and benefits.

Question 80

Life insurance is an example of a convenience product.