Deck 9: Products,services,and Brands: Building Customer Value

Question 1

Style is a larger concept than design.Design describes the appearance of a product.

Answer 1

False

Question 2

Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability,quality,price,and style.

Answer 2

True

Question 3

Unsought products are products that the customer usually buys frequently,immediately,and with a minimum of comparison and buying effort.

Answer 3

False

Question 4

Cannibalization and customer confusion about product differentiation are two potential results if line filling is overdone.

Question 5

Service inseparability means that the quality of services depends on who provides them,as well as when,where,and how they are provided.

Question 6

Supplies are considered the shopping products in the business field because they are usually purchased with a minimum of effort or comparison.

Question 7

A company can stretch its product either upward or downward,but not in both directions.

Question 8

Because so many purchase decisions are made in stores,a product's packaging may be a seller's last and best chance to influence consumers.

Question 9

In a service business,the customer and front-line service employee interact to create the service.

Question 10

A service is anything that can be offered to a market for attention,acquisition,use,or consumption and that might satisfy a want or need.

Question 11

Product quality has two dimensions-level and consistency.

Question 12

Sony offers consumers more than just camcorders; it provides consumers with a complete solution to their picture-taking problems.This offering is called an augmented product.

Question 13

An example of service variability is that within a given Marriott hotel,one registration-desk employee may be cheerful and efficient,whereas another may be unpleasant and slow.

Question 14

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

Question 15

In one sense,all marketing is the marketing of an idea.

Question 16

A company's product mix has four important dimensions: width,length,depth,and consistency.

Question 17

Product support services identify the product or brand,describe several things about the product,and promote the product through attractive graphics.

Question 18

A company might stretch its product line upward to add prestige to its current products.

Question 19

Branding can add consumer value to a product.

Question 20

Quaker produces a variety of cereals.This variety is called its product line.

Question 21

A store brand is a brand created and owned by a reseller of a product or service.

Question 22

The fact is that brands are maintained by advertising rather than by customers' experiences.

Question 23

To be successful,product planners must not only design the actual product.To provide the most satisfying customer experience,they must also _______ it to create the best bundle of benefits possible.

Question 24

When a company introduces a new brand name in the same product category,it is called line extension.

Question 25

One aspect of managing service differentiation is the company's service delivery.

Question 26

The ____________ is the third level of a product that product planners must consider.This level offers additional consumer services and benefits.

Question 27

Attributes are the least desirable level for brand positioning because competitors can easily copy attributes and customers are more interested in what attributes will do for them than in the attributes themselves.

Question 28

Customers come to know a brand through a wide range of contacts and touch points,including word of mouth,personal interactions with company people,telephone interactions,and company webpages.

Question 29

Customer retention is perhaps the best measure of quality-a service firm's ability to hang on to its customers depends on how consistently it delivers value to them.

Question 30

A _______________ may include anything from pure tangible goods to pure services and everything in between.

Question 31

Good service recovery can turn angry customers into loyal customers and can even win more customer purchasing and loyalty than if no problem had occurred in the first place.

Question 32

The most basic level of products and services that product planners must consider is the ________,which addresses the question,"What is the buyer really buying?"

Question 33

In the so-called battle of brands between national and private brands,retailers have many advantages.

Question 34

The fact that a brand is highly differentiated means that consumers will buy it.

Question 35

Retailers and wholesalers who have created their own brands-such as Walmart's Sam's Choice beverages and food products-are participating in co-branding.

Question 36

The service-profit chain is the set of all product lines and items that a particular seller offers for sale.

Question 37

If an item can be offered to a market for use,attention,acquisition,or consumption and that might satisfy a want or need we call it a __________________.

Question 38

A major drawback of multibranding is that each brand might obtain only a small market share,and none may be very profitable.

Question 39

Intangibles that do not result in the ownership of anything are called ________.Examples include activities,benefits,or satisfactions offered for sale

Question 40

Dove marketers can go beyond the brand's cleansing cream properties and talk about the resulting benefit of softer skin.This is known as product attributes in brand positioning.

Question 41

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

Question 42

Products and services fall into two broad classifications based on the types of consumers that use them.One of these broad classes is known as _______________.

Question 43

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

Question 44

Sometimes products are purchased for further processing or for use in conducting a business.These products are called________________.

Question 45

Sometimes marketers use commercial marketing concepts and tools in programs designed to influence individuals' behaviour to improve their well-being and that of society.This is called ____________.

Question 46

Examples of ___________ include public health campaigns to promote fitness and active living.

Question 47

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

Question 48

Marketers sometimes undertake activities to create,maintain,or change attitudes toward particular people.This is called _________________.

Question 49

Some marketers undertake activities to create,maintain,or change the attitudes and behaviour of target customers toward an organization.This is called__________________

Question 50

When the Twin Six Café provides gourmet menu options to its customers,as well as impeccable service-it allows customers to hand-select their own cuts of meat-________ is(are)evident.

Question 51

Price and service are the major marketing factors for _________.Branding and advertising tend to be less important.

Question 52

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

Question 53

Installations and accessory equipment are examples of ________.These are business products that aid in the buyer's production or operations.

Question 54

Sometimes marketers undertake activities to create,maintain,or change attitudes toward particular cities,provinces,and regions.This is called ______________________.

Question 55

Developing and delivering customer __________ are ways that many companies are going beyond offering products and services to try to differentiate themselves from the competition.

Question 56

Shopping products,specialty products,and unsought products are all bought by final consumers for personal consumption.These are examples of ___________.

Question 57

You have an upset stomach.Your spouse rushes to the corner store for a bottle of Pepto-Bismol.This product is a(n)________ product.

Question 58

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.

Question 59

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

Question 60

Some buyers are willing to make a special purchase effort for________.These are consumer products and services with unique characteristics or brand identification.

Question 61

Many companies now use a combination of phone,email,fax,Internet,and other technologies to provide ________ .

Question 62

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

Question 63

To achieve their social change objectives,social marketing programs ________.

Question 64

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

Question 65

A stripped-down model without any extras is the starting point; a company can create a higher-level model by adding ________.

Question 66

When a product is freed from defects and is consistent in delivering a targeted level of performance,we say it has _____________.

Question 67

Product quality consists of two dimensions.What are they?

A) Feature and design
B) Performance and resistance
C) Design and innovation
D) Conformance and style
E) Consistency and level

Question 68

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."

Question 69

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

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

Question 70

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

Question 71

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

Question 72

When all the company's people are involved in constantly improving the products,services,and business processes,it called a ________ approach.

Question 73

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

Question 74

"I love New York" is an example of ________.

Question 75

_______ is the labelling practice of stating the expected shelf life of the product.

Question 76

________ has been affected by the need to include unit pricing,open dating,and nutritional information.

Question 77

Quality,features,and style and design are all examples of _____________.These are important when developing a product or service to show the benefits that it will offer.

Question 78

In assessing which new features to add to a product,a company must weigh each feature's ________ to customers versus its ________ to the company.

Question 79

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

Question 80

________ is closely linked to customer value and satisfaction.It is one of the marketer's major positioning tools because it has a direct impact on product or service performance.