Question 1

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

Accepted Answer

A) True 
 B)False  False

Question 2

Products that are bought frequently,immediately and with little deliberation,like soft drinks and chewing gum,are called ________ goods.

Accepted Answer

convenience

Question 3

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

Accepted Answer

A) True 
 B)False  True

Question 4

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

Accepted Answer

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

Question 5

Brands are not maintained by advertising,but by brand experiences.

Accepted Answer

A) True 
 B)False

Question 6

To differentiate themselves,many companies go beyond offering products and services;they are also developing and delivering customer ________.

Accepted Answer

A)  feedback
B)  experiences
C)  brands
D)  product lines
E)  events

Question 7

When a local restaurant that features barbecue sometimes delivers food fast and hot,but at other times is slow and the food arrives at the table cold,it is an example of the service characteristic of ________.

Accepted Answer

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

Question 8

________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.

Accepted Answer

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

Question 9

Which of the following is NOT one of the links in the service-profit chain,linking service firm profits with employee and customer satisfaction?

Accepted Answer

A)  internal service quality
B)  evidence management
C)  satisfied and productive service employees
D)  satisfied and loyal customers
E)  healthy service profits and growth

Question 10

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

Accepted Answer

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

Question 11

Since 2009,Woolworths supermarket has launched more than 100 products in partnership with Warner Bros.targeted at kids and 'dedicated solely to a healthier eating philosophy'.Characters include Bugs Bunny,Tweety,Sylvester,Roadrunner and Daffy Duck.This is an example of a ________ strategy.

Accepted Answer

The answer of Since 2009,Woolworths supermarket has launched more than...

Question 12

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

Accepted Answer

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

Question 13

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

Accepted Answer

A)  specialty programs
B)  social marketing
C)  services marketing
D)  consumer services
E)  responsibility marketing

Question 14

Companies need to periodically ________ their brands' strengths and weaknesses in an effort to turn up brands that need more support,brands that need to be dropped,or brands that must be rebranded or repositioned because of changing customer preferences or new competitors.

Accepted Answer

The answer of Companies need to periodically ________ their brands'...

Question 15

A company can expand its product line in two ways: by line ________ or by line ________.

Accepted Answer

The answer of A company can expand its product line...

Question 16

A nail salon is serious about pleasing its customers.Employees are trained to immediately and pleasantly respond to any customer complaints,and they are empowered to offer discounts and free add-ons to customers who believe they have received anything less than the best service.The nail salon focuses on ________.

Accepted Answer

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

Question 17

Product quality has two dimensions ________ and ________.

Accepted Answer

The answer of Product quality has two dimensions ________ and...

Question 18

BOQ's campaign tackling 'bank hate' with humour and cartoons is an example of ________.

Accepted Answer

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

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

A company's market offering usually includes some support services.

Accepted Answer

A) True 
 B)False

Exam 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers

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

Products that are bought frequently,immediately and with little deliberation,like soft drinks and chewing gum,are called ________ goods.

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

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

Brands are not maintained by advertising,but by brand experiences.

To differentiate themselves,many companies go beyond offering products and services;they are also developing and delivering customer ________.

When a local restaurant that features barbecue sometimes delivers food fast and hot,but at other times is slow and the food arrives at the table cold,it is an example of the service characteristic of ________.

________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.

Which of the following is NOT one of the links in the service-profit chain,linking service firm profits with employee and customer satisfaction?

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

Since 2009,Woolworths supermarket has launched more than 100 products in partnership with Warner Bros.targeted at kids and 'dedicated solely to a healthier eating philosophy'.Characters include Bugs Bunny,Tweety,Sylvester,Roadrunner and Daffy Duck.This is an example of a ________ strategy.

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

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

Companies need to periodically ________ their brands' strengths and weaknesses in an effort to turn up brands that need more support,brands that need to be dropped,or brands that must be rebranded or repositioned because of changing customer preferences or new competitors.

A company can expand its product line in two ways: by line or by line .

Product quality has two dimensions and .

BOQ's campaign tackling 'bank hate' with humour and cartoons is an example of ________.

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

A company's market offering usually includes some support services.