Chapter 8 Product, Services, and Branding Strategies: Building Customer Value
1) We define a ________ as anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. A) private brand B) service variabiity !) service ") product #) service encounter Answer$ " "iff$ 1 %age &ef$ ''( AA!B$ !ommunication ki$ !oncept *b+ective$ -1 ') ________ are a form of product that consists of activities, benefits, or satisfactions offered for sae that are essentiay intangibe and do not n ot resut in the ownership of anything. A) ine e/tensions B) ervices !) Brands ") !onsumer products #) uppements Answer$ B "iff$ 1 %age &ef$ ''( AA!B$ !ommunication ki$ !oncept *b+ective$ -1 0) A product is a key eement in the ________. At one e/treme, it may consist of pure tangibe goods or at the other e/treme, pure services. A) market offering B) brand equity !) brand e/tension ") co-branding #) vaue chain Answer$ A "iff$ 1 %age &ef$ ''( AA!B$ !ommunication ki$ !oncept *b+ective$ -1
( !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
() 6o differentiate themseves, many companies are going beyond products and a nd services, they are deveoping and deivering customer ________. A) quaity B) e/periences !) brands ") product ines #) events Answer$ B "iff$ ' %age &ef$ ''( AA!B$ !ommunication ki$ !oncept *b+ective$ -1 7) %roduct panners need to consider co nsider products and services on three eves. #ach eve adds more customer vaue. 6he most basic eve is the ________, _____ ___, which addresses the question, 8What is the buyer reay buying98 A) actua product B) augmented product !) core customer vaue ") co-branding #) e/change Answer$ ! "iff$ ' %age &ef$ ''7 AA!B$ !ommunication ki$ !oncept *b+ective$ -1 :) 6he third eve of a product that product p roduct panners must consider is a;n) ________ around the core benefit and actua product that offers additiona consumer services and benefits. A) brand equity B) augmented product !) brand e/tension ") industria product #) image Answer$ B "iff$ ' %age &ef$ ''7 AA!B$ !ommunication ki$ !oncept *b+ective$ -1
73 !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
() 6o differentiate themseves, many companies are going beyond products and a nd services, they are deveoping and deivering customer ________. A) quaity B) e/periences !) brands ") product ines #) events Answer$ B "iff$ ' %age &ef$ ''( AA!B$ !ommunication ki$ !oncept *b+ective$ -1 7) %roduct panners need to consider co nsider products and services on three eves. #ach eve adds more customer vaue. 6he most basic eve is the ________, _____ ___, which addresses the question, 8What is the buyer reay buying98 A) actua product B) augmented product !) core customer vaue ") co-branding #) e/change Answer$ ! "iff$ ' %age &ef$ ''7 AA!B$ !ommunication ki$ !oncept *b+ective$ -1 :) 6he third eve of a product that product p roduct panners must consider is a;n) ________ around the core benefit and actua product that offers additiona consumer services and benefits. A) brand equity B) augmented product !) brand e/tension ") industria product #) image Answer$ B "iff$ ' %age &ef$ ''7 AA!B$ !ommunication ki$ !oncept *b+ective$ -1
73 !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
<) %roduct panners must design the actua product and find ways to ________ _____ ___ it in order to create the bunde of benefits that wi provide the most satisfying customer e/perience. A) promote B) package !) brand ") augment #) present Answer$ " "iff$ 0 %age &ef$ ''7 AA!B$ !ommunication ki$ !oncept *b+ective$ -1 ) %roducts and services fa into two broad cassifications c assifications based on the types of consumers that use them. Which is one of these broad casses9 A) industria products B) speciaty products !) suppies and services ") materias and parts #) convenience products Answer$ A "iff$ ' %age &ef$ '': ki$ !oncept *b+ective$ -1 ) ________ are products and services bought by fina consumers for persona consumption. 6hese incude convenience products, shopping products, speciaty products, and unsought products. A) ervices B) !onsumer products !) ine e/tensions ") 4ndustria products #) traight e/tensions Answer$ B "iff$ 1 %age &ef$ '': ki$ !oncept *b+ective$ -1
71 !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
13) ________ are ess frequenty purchased consumer products and services that customers compare carefuy on suitabiity, suitabiity, quaity, price, and stye. !onsumers spend much time and effort in gathering information and making comparisons about these products. A) hopping products B) !onvenience products !) =nsought products ") 4ndustria products #) ine e/tensions Answer$ A "iff$ ' %age &ef$ '': ki$ !oncept *b+ective$ -1 11) ________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is wiing to make a specia purchase effort. A) hopping products B) =nsought products !) peciaty products ") 4ndustria products #) ine e/tensions Answer$ ! "iff$ 1 %age &ef$ '': ki$ !oncept *b+ective$ -1 1') ________ are consumer products that the consumer either does not know about or knows about but does not normay think about buying. 6hese products require a ot of advertising, persona seing, and other marketing efforts. A) peciaty products B) ine e/tensions !) =nsought products ") hopping products #) tapes Answer$ ! "iff$ 1 %age &ef$ '': ki$ !oncept *b+ective$ -1
7' !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
10) ________ are those products purchased for further processing or for use in conducting a business. A) =nsought products B) peciaty products !) hopping products ") 4ndustria products #) Accessories Answer$ " "iff$ 1 %age &ef$ ''< ki$ !oncept *b+ective$ -1 1() >ost manufactured materias and parts are sod directy to ___ _____. %rice and service are the ma+or marketing factors? branding and advertising tend to be ess important. A) consumers B) industria users !) brand e/tensions ") co-branders #) whoesaers Answer$ B "iff$ ' %age &ef$ ''< ki$ !oncept *b+ective$ -1 17) ________ are industria products that aid in the buyer@s production or operations, incuding instaations and accessory equipment. A) >aterias B) %arts !) !apita items ") peciaty items #) uppies Answer$ ! "iff$ ' %age &ef$ ''< ki$ !oncept *b+ective$ -1
70 !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
1:) ________ consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organiation. A) %erson marketing B) *rganiation marketing !) 4nterna marketing ") ervice variabiity #) 4nteigence marketing Answer$ B "iff$ ' %age &ef$ '' AA!B$ !ommunication ki$ !oncept *b+ective$ -1 1<) ________ consists of activities undertaken to create, maintain, or change attitudes toward particuar peope. A) !orporate image marketing B) %erson marketing !) ocia marketing ") *rganiation marketing #) 4ntermarket marketing Answer$ B "iff$ 1 %age &ef$ '' AA!B$ !ommunication ki$ !oncept *b+ective$ -1 1) ________ invoves activities undertaken to create, maintain, or change attitudes toward particuar cities, states, and regions. A) 4dea marketing B) %ace marketing !) *rganiation marketing ") ocia marketing #) 4nteractive marketing Answer$ B "iff$ 1 %age &ef$ '' AA!B$ !ommunication ki$ !oncept *b+ective$ -1
7( !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
1) ________ is defined as the use of commercia marketing concepts and toos in programs designed to infuence individuas@ behavior to improve their we being and that of society. A) =nsought product marketing B) 4nterna marketing !) ocia marketing ") %roduct ine #) 4nteractive marketing Answer$ ! "iff$ 1 %age &ef$ '' AA!B$ #thica &easoning ki$ !oncept *b+ective$ -1 '3) %ubic heath campaigns to reduce acohoism, drug abuse, smoking, and obesity are a e/ampes of ________. A) speciaty products B) socia marketing !) shopping products ") consumer products #) responsibiity marketing Answer$ B "iff$ ' %age &ef$ '' AA!B$ #thica &easoning ki$ !oncept *b+ective$ -1 '1) "eveoping a product or service invoves defining the benefits that it wi offer. 6hese benefits are communicated and deivered by ________ such as quaity, features, and stye and design. A) private brands B) product attributes !) consumer products ") product mi/es #) marketing toos Answer$ B "iff$ 0 %age &ef$ '' AA!B$ !ommunication ki$ !oncept *b+ective$ -'
77 !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
'') ________ is one of the marketer@s ma+or positioning toos because it has a direct impact on product or service performance? it is therefore cosey inked to customer vaue and satisfaction. A) %ackaging B) %roduct quaity !) 6ota quaity management ") peciaty product marketing #) %ositioning Answer$ B "iff$ ' %age &ef$ '' AA!B$ !ommunication ki$ !oncept *b+ective$ -' '0) ________ is an approach in which a the company@s peope are invoved in constanty improving the products, services, and business processes. A) %roduct quaity B) Brand equity !) 6ota quaity management ") peciaty product marketing #) %ositioning Answer$ ! "iff$ ' %age &ef$ '03 ki$ !oncept *b+ective$ -' '() What are the two dimensions of product quaity9 A) consistency and eve B) performance and resistance !) design and innovation ") conformance and stye #) feature and design Answer$ A "iff$ ' %age &ef$ '03 ki$ !oncept *b+ective$ -'
7: !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
'7) Which of the foowing types of quaity refers to freedom from defects and consistency in deivering a targeted eve of performance9 A) private brand B) product !) tota quaity management ") conformance #) adherence Answer$ " "iff$ ' %age &ef$ '03 ki$ !oncept *b+ective$ -' ':) A stripped-down mode without any e/tras is the starting point? a company can create a higher-eve mode by adding ________. A) co-branding B) features !) product quaity ") service variabiity #) markets Answer$ B "iff$ ' %age &ef$ '03 ki$ !oncept *b+ective$ -' '<) 4n assessing which new features to add to a product, a company must weigh each feature@s ________ to customers versus its ________ to the company. A) cost? ine e/tension B) cost? service !) vaue? cost ") service? ine e/tension #) equity? cost Answer$ ! "iff$ 0 %age &ef$ '03 ki$ !oncept *b+ective$ -'
7< !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
') A sensationa ________ may grab attention and produce peasing aesthetics, but it does not necessariy improve a product@s performance. A) design B) stye !) e/perience ") service-profit chain #) augmented product Answer$ B "iff$ ' %age &ef$ '03 AA!B$ !ommunication ki$ !oncept *b+ective$ -' ') ________ contributes to a product@s usefuness as we as to its ooks. A) tye B) "esign !) %ackage ") Brand #) unctionaity Answer$ B "iff$ ' %age &ef$ '03 ki$ !oncept *b+ective$ -' 03) A;n) ________ is a name, term, sign, symbo, design, or a combination of these, that identifies the maker or seer of a product or service. A) service B) brand !) co-branding ") interna marketing #) e/terna marketing Answer$ B "iff$ 1 %age &ef$ '01 AA!B$ !ommunication ki$ !oncept *b+ective$ -'
7 !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
01) ________ invoves designing and producing the container or wrapper for a product. A) %ackaging B) %roduct ine !) ervice ") Branding #) abeing Answer$ A "iff$ 1 %age &ef$ '01 ki$ !oncept *b+ective$ -' 0') 4n recent years, product safety and environmenta responsibiity have become ma+or ________ concerns. A) branding B) packaging !) abeing ") service #) product ine Answer$ B "iff$ ' %age &ef$ '0' AA!B$ #thica &easoning ki$ !oncept *b+ective$ -' 00) At the very east, the ________ identifies the product or b rand. 4t might aso describe severa things about the product and promote the brand. A) ine e/tension B) socia marketing !) abe ") speciaty product #) package Answer$ ! "iff$ 1 %age &ef$ '0' AA!B$ !ommunication ki$ !oncept *b+ective$ -'
7 !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
0() 6he ________ requires seers to provide detaied nutritiona information on food products. A) air %ackaging and abeing Act of 1:: B) Cutritiona abeing and #ducationa Act of 13 !) abeing Act of 1<3 ") %ackaging Act of 1<3 #) edera 6rade !ommission Act of 13 Answer$ B "iff$ 0 %age &ef$ '00 AA!B$ #thica &easoning ki$ !oncept *b+ective$ -' 07) ________ has been affected by the need to incude unit pricing, open dating, and nutritiona information. A) Branding B) %ackaging !) abeing ") %roduct ine fiing #) %roduct mi/ing Answer$ ! "iff$ ' %age &ef$ '00 AA!B$ !ommunication ki$ !oncept *b+ective$ -' 0:) >any companies now use a combination of phone, e-mai, fa/, 4nternet, and other technoogies to provide ________ . A) abeing information B) brand equity !) support services ") packaging advantages #) product mi/es Answer$ ! "iff$ ' %age &ef$ '00 AA!B$ =se of 46 ki$ !oncept *b+ective$ -'
:3 !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
0<) A ________ is a group of products that are cosey reated because they function in a simiar manner, are sod to the same customer groups, are marketed through the same type of outets, or fa within given price ranges. A) product ine B) ine e/tension !) private brand ") convenience product #) product bandwidth Answer$ A "iff$ ' %age &ef$ '0( AA!B$ !ommunication ki$ !oncept *b+ective$ -' 0) 6he ma+or product ine decision invoves ________. A) ine stretching B) moving the ine upward or downward !) product ine fiing ") product ine ength #) product packaging Answer$ " "iff$ 0 %age &ef$ '0( AA!B$ !ommunication ki$ !oncept *b+ective$ -' 0) Berkowit %iano !ompany can e/pand its product ine in one of two common ways. Which of the foowing is one of those ways9 A) interna marketing B) ine fiing !) product mi/ ") socia marketing #) ine mi/ing Answer$ B "iff$ ' %age &ef$ '0( AA!B$ !ommunication ki$ !oncept *b+ective$ -'
:1 !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
(3) An aternative to product ine stretching is ________, adding more items within the present range of the ine. A) product mi/ B) interactive marketing !) product ine fiing ") co-branding #) service marketing Answer$ ! "iff$ ' %age &ef$ '0( AA!B$ !ommunication ki$ !oncept *b+ective$ -' (1) When a company engthens its product ine beyond its current range, it is ________. A) product ine fiing B) product ine stretching !) product mi/ing ") increasing product depth #) buiding brand equity Answer$ B "iff$ ' %age &ef$ '0( AA!B$ !ommunication ki$ !oncept *b+ective$ -' (') A ________ consists of a the product ines and items that a particuar seer offers for sae. A) product mi/ B) brand ine !) consumer mi/ ") packaging mi/ #) ine e/tension Answer$ A "iff$ 1 %age &ef$ '0( AA!B$ !ommunication ki$ !oncept *b+ective$ -'
:' !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
(0) %roduct mi/ ________ refers to the number of different product ines the company carries. %rocter D Eambe markets '73 brands organied into many product ines. A) ength B) height !) width ") perimeter #) depth Answer$ ! "iff$ ' %age &ef$ '07 AA!B$ !ommunication ki$ !oncept *b+ective$ -' (() %roduct mi/ ________ refers to the number of versions offered of each product in the ine. !rest toothpaste comes in 10 varieties, ranging from !rest >uticare to !rest Baking oda formuations. A) ength B) depth !) height ") width #) perimeter Answer$ B "iff$ 0 %age &ef$ '07 AA!B$ !ommunication ki$ !oncept *b+ective$ -' (7) 6he ________ of the product mi/ refers to how cosey reated the various product ines are in end use, production requirements, distribution channes, or some other way. A) ength B) depth !) consistency ") width #) perimeter Answer$ ! "iff$ 0 %age &ef$ '07 AA!B$ !ommunication ki$ !oncept *b+ective$ -'
:0 !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
(:) A company can increase its business in four ways. Which is C*6 one of these ways9 A) 4t can add new product ines, thus widening its product mi/. B) 4t can engthen its e/isting product ines. !) 4t can add more versions of each product and thus deepen its product mi/. ") 4t can discontinue some of its ines. #) 4t can increase the consistency of its product mi/. Answer$ " "iff$ 1 %age &ef$ '07 AA!B$ !ommunication ki$ !oncept *b+ective$ -' (<) ome anaysts see ________ as the ma+or enduring asset of a company, outasting the company@s specific products and faciities. A) brands B) convenience products !) speciaty products ") unsought products #) stapes Answer$ A "iff$ 1 %age &ef$ '07 AA!B$ !ommunication ki$ !oncept *b+ective$ -0 () A key eement in a company@s reationship with consumers, a ________ represents consumers@ perceptions and feeings about a product and its performance. A) product ine B) product e/perience !) brand ") service #) product attribute Answer$ ! "iff$ ' %age &ef$ '0: AA!B$ !ommunication ki$ !oncept *b+ective$ -0
:( !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
() Which of the foowing is C*6 one of the four consumer perception dimensions used by ad agency Foung D &ubicam to measure brand strength9 A) brand differentiation B) brand knowedge !) brand vauation ") brand esteem #) brand reevance Answer$ ! "iff$ 0 %age &ef$ '0: AA!B$ !ommunication ki$ !oncept *b+ective$ -0 73) 6he tota financia vaue of a brand is estimated through the process of brand ________. A) differentiation B) vauation !) e/tensions ") positioning #) equity Answer$ B "iff$ ' %age &ef$ '0: AA!B$ !ommunication ki$ !oncept *b+ective$ -0 71) 6he fundamenta asset underying brand equity is ________G-the vaue of the customer reationships that the brand creates. A powerfu brand is important, but what it reay represents is a set of oya consumers. A) the customer mi/ B) customer equity !) ine equity ") service variabiity #) the service encounter Answer$ B "iff$ 0 %age &ef$ '0 AA!B$ !ommunication ki$ !oncept *b+ective$ -0
:7 !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
7') Which of the foowing is the owest eve on which marketers can position their brands in target customers@ minds9 A) interactive marketing B) interna marketing !) product attributes ") strong beiefs and vaues #) added service Answer$ ! "iff$ 0 %age &ef$ '0 AA!B$ !ommunication ki$ !oncept *b+ective$ -0 70) 6he strongest brands go beyond attributes or benefit positioning? they are positioned on ________. A) desirabe benefit B) good packaging !) service inseparabiity ") strong beiefs and vaues #) customer image Answer$ " "iff$ ' %age &ef$ '0 AA!B$ !ommunication ki$ !oncept *b+ective$ -0 7() Which of the foowing is C*6 a desirabe quaity for a brand name9 A) 4t shoud suggest something about the product@s benefits and quaities. B) 4t shoud be easy to pronounce, recognie, and remember. !) 6he brand shoud amost aways be a ong word to get attention. ") 6he name shoud transate easiy into foreign anguages. #) 4t shoud be distinctive. Answer$ ! "iff$ ' %age &ef$ '0 AA!B$ !ommunication ki$ !oncept *b+ective$ -0
:: !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
77) A of the foowing are a manufacturer@s sponsorship options for a product #H!#%6 ________. A) manufacturer@s brand B) mutibrands !) private brand ") icensed brand #) co-branding Answer$ B "iff$ ' %age &ef$ '(3 ki$ !oncept *b+ective$ -0 7:) 4n the competition between ________ and ________ brands, retaiers have the advantages of controing what products wi be stocked, where products wi be stocked, what prices wi be charged, and which products wi be featured in print promotions. A) nationa? manufacturer@s B) store? private !) nationa? private ") store? icensed #) private? distributor Answer$ ! "iff$ ' %age &ef$ '(1 ki$ !oncept *b+ective$ -0 7<) An increasing number of retaiers and whoesaers have created their own ________, aso caed store brands. A) unsought products B) private brands !) speciaty products ") service variabiity #) shopping products Answer$ B "iff$ 1 %age &ef$ '(3 ki$ !oncept *b+ective$ -0
:< !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
7) or a fee, some companies ________ names or symbos previousy created by other manufacturers, names of we-known ceebrities, andIor characters from popuar movies and books, any of which can provide an instant and proven brand name. A) service B) market !) package ") brand #) icense Answer$ # "iff$ ' %age &ef$ '(1 AA!B$ !ommunication ki$ !oncept *b+ective$ -0 7) ________ occurs when two estabished brand names of different companies are used on the same product. A) A brand e/tension B) Brand equity !) !o-branding ") 4nterna marketing #) !annibaiation Answer$ ! "iff$ ' %age &ef$ '(1 AA!B$ !ommunication ki$ !oncept *b+ective$ -0 :3) 4n most ________ situations, one company icenses another company@s we-known brand to use in combination with its own. A) brand e/tension B) brand equity !) co-branding ") interna marketing #) ine e/tension Answer$ ! "iff$ ' %age &ef$ '(' ki$ !oncept *b+ective$ -0
: !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
:1) Which of the foowing is an advantage offered by co-branding9 A) >anufacturers do not have to invest in creating their own brand names. B) &etaiers have e/cusive products that cannot be purchased from competitors. !) A company can e/pand its e/isting brand into a category it otherwise might have difficuty entering aone. ") Advertising, saes, promotion, and marketing must be carefuy coordinated. #) Brand equity is stabiied. Answer$ ! "iff$ ' %age &ef$ '(' ki$ !oncept *b+ective$ -0 :') A company has four choices when it comes to deveoping brands. What is C*6 one of those choices9 A) ine e/tension B) brand e/tension !) mutibrands ") width and depth e/tension #) new brands Answer$ " "iff$ 0 %age &ef$ '(' ki$ !oncept *b+ective$ -0 :0) ________ occur;s) when a company introduces additiona items in a given product category under the same brand name, such as new favors, forms, coors, ingredients, or package sies. A) ine e/tension B) %roduct mi/ !) 4nteractive marketing ") ervice variabiity #) ervice intangibiity Answer$ A "iff$ 0 %age &ef$ '(' ki$ !oncept *b+ective$ -0 :() A ________ invoves the use of a successfu brand name to aunch new or modified products in a new category. A) ine e/tension B) product ine !) brand e/tension ") private brand #) brand symbo Answer$ ! "iff$ 1 %age &ef$ '(0 ki$ !oncept *b+ective$ -0 : !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
:7) Which of the foowing is a potentia drawback of mutibranding9 A) !onsumers may become confused about the image of the main brand. B) An overe/tended brand name might ose its specific meaning for consumers. !) "ifferent product features can appea to consumers with different buying motives. ") 6he company@s resources may be spread over too many brands. #) 6he company can occupy more retai shef space. Answer$ " "iff$ 0 %age &ef$ '(0 ki$ !oncept *b+ective$ -0 ::) Which strategy invoves weeding out weaker brands and focusing marketing doars ony on brands that can achieve the number-one or number-two market share positions in their categories9 A) megabrand B) service inseparabiity !) socia marketing ") unsought product #) undifferentiated Answer$ A "iff$ ' %age &ef$ '(0 ki$ !oncept *b+ective$ -0 :<) >a+or brand marketers often spend huge amounts on advertising to create brand ________ and to buid preference and oyaty. A) e/tension B) awareness !) packaging ") interna marketing #) preference Answer$ B "iff$ ' %age &ef$ '(( AA!B$ !ommunication ki$ !oncept *b+ective$ -0
<3 !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
:) Whie advertising campaigns can hep to create name recognition, brand knowedge, and maybe even some brand preference, brands are not maintained by advertising but by ________. A) marketing e/perience B) ine e/tensions !) brand e/perience ") product mi/ #) word-of-mouth eements Answer$ ! "iff$ ' %age &ef$ '(( AA!B$ !ommunication ki$ !oncept *b+ective$ -0 :) ervice providers must consider four specia characteristics when designing marketing programs. Which is C*6 one of these characteristics9 A) intangibiity B) inseparabiity !) perishabiity ") interactive marketing #) variabiity Answer$ " "iff$ 0 %age &ef$ '(( ki$ !oncept *b+ective$ -( <3) ________ means that services cannot be seen, tasted, fet, heard, or smeed before they are bought. A) ervice inseparabiity B) ervice variabiity !) ervice intangibiity ") ervice perishabiity #) ervice heterogeneity Answer$ ! "iff$ ' %age &ef$ '(7 ki$ !oncept *b+ective$ -(
<1 !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
<1) ________ means that services cannot be separated from their providers, whether the providers are peope or machines. A) ervice intangibiity B) ervice inseparabiity !) ervice variabiity ") ervice perishabiity #) ervice heterogeneity Answer$ B "iff$ 1 %age &ef$ '(7 ki$ !oncept *b+ective$ -( <') Which of the foowing is C*6 one of the inks in the service-profit chain, inking service firm profits with empoyee and customer satisfaction9 A) interna service quaity B) evidence management !) satisfied and productive service empoyees ") satisfied and oya customers #) heathy service profits and growth Answer$ B "iff$ 0 %age &ef$ '(: ki$ !oncept *b+ective$ -( <0) 6hrough ________, the service firm trains and motivates its customer-contact empoyees and supporting service peope to work as a team to provide customer satisfaction. A) service inseparabiity B) service intangibiity !) service variabiity ") interna marketing #) e/terna marketing Answer$ " "iff$ ' %age &ef$ '(< ki$ !oncept *b+ective$ -(
<' !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
<() Because service quaity depends on the quaity of buyer-seer interaction during the service encounter, service marketers use ________ to train empoyees in the art of interacting with customers to satisfy their needs. A) interactive marketing B) service differentiation !) service productivity ") interna marketing #) e/terna marketing Answer$ A "iff$ ' %age &ef$ '(< ki$ !oncept *b+ective$ -( <7) A of the foowing are methods for deveoping a differentiated service offer, deivery, or image #H!#%6 ________. A) offering innovative features B) increasing the quantity of service by giving up some quaity !) having more reiabe customer-contact peope ") deveoping symbos and branding #) designing a superior deivery process Answer$ B "iff$ ' %age &ef$ '( ki$ !oncept *b+ective$ -( <:) When the 6win i/ !afe provides gourmet menu options to its customers, as we as impeccabe service which even aows customers to hand-seect their own cuts of meat ________ is;are) are evident. A) ony an actua product B) ony an augmented product !) ony a core benefit ") both a core benefit and an actua product #) a core benefit, an actua product, and an augmented product Answer$ # "iff$ 0 %age &ef$ ''7 AA!B$ &efective 6hinking ki$ Appication *b+ective$ -1
<0 !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
<<) A hickory rocking chair, handmade by an Amish woodcarver in ancaster, %ennsyvania, from ocay grown wood is an e/ampe of a;n) ________. A) convenience product B) shopping product !) speciaty product ") service #) augmented product Answer$ ! "iff$ ' %age &ef$ '': AA!B$ &efective 6hinking ki$ Appication *b+ective$ -1 <) Fou have an upset stomach. Four spouse rushes to the corner convenience store for a botte of %epto-Bismo. 6his product is a;n) ________ product. A) convenience B) unsought !) speciaty ") shopping #) augmented Answer$ A "iff$ ' %age &ef$ '': AA!B$ &efective 6hinking ki$ Appication *b+ective$ -1 <) >abe u is panning to buy a new washing machine. he notices that they come in numerous price ranges. he wants to make sure she gets the most for her money. 6his product is a;n) ________ product. A) convenience B) unsought !) speciaty ") shopping #) augmented Answer$ " "iff$ ' %age &ef$ '': AA!B$ &efective 6hinking ki$ Appication *b+ective$ -1
<( !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
3) Which of the foowing does C*6 beong to the materias and parts group of industria products9 A) farm products such as wheat B) natura products such as iron ore !) repair and maintenance items ") petroeum #) umber Answer$ ! "iff$ 1 %age &ef$ ''< AA!B$ &efective 6hinking ki$ Appication *b+ective$ -1 1) Which of the foowing capita items is C*6 considered accessory equipment9 A) buidings B) hand toos !) ift trucks ") desks #) chairs Answer$ A "iff$ 1 %age &ef$ ''< AA!B$ &efective 6hinking ki$ Appication *b+ective$ -1 ') %aper, pencis, ubricants, paint, nais, and brooms are e/ampes of __ ______. A) suppies B) capita items !) raw materias ") speciaty products #) instaations Answer$ A "iff$ 1 %age &ef$ ''< AA!B$ &efective 6hinking ki$ Appication *b+ective$ -1
<7 !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
0) Eenera #ectric@s campaign stating, 8We bring good things to ife8 is an e/ampe of ________. A) persona marketing B) corporate image marketing !) product quaity ") product ine #) socia marketing Answer$ B "iff$ ' %age &ef$ '' AA!B$ &efective 6hinking ki$ Appication *b+ective$ -1 () 84 ove Cew Fork8 is an e/ampe of ________. A) corporate image advertising B) person marketing !) organiation marketing ") socia advertising #) pace marketing Answer$ # "iff$ ' %age &ef$ '' AA!B$ &efective 6hinking ki$ Appication *b+ective$ -1 7) 6he Ad !ounci of America has deveoped doens of ________ marketing campaigns, incuding cassics such as 8mokey the Bear,8 8Jeep America Beautifu,8 and 8*ny Fou !an %revent orest ires.8 A) socia B) brand equity !) service ") product ine #) pace Answer$ A "iff$ 1 %age &ef$ '' AA!B$ &efective 6hinking ki$ Appication *b+ective$ -1
<: !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
:) 6o achieve their socia change ob+ectives, socia marketing programs ________. A) utiie ony the promotiona % of the marketing mi/ B) utiie ony the promotiona and product %s of the marketing mi/ !) work to infuence individuas@ behavior to improve their we-being ") utiie a of the %s in the marketing mi/ #) ! and " Answer$ # "iff$ 0 %age &ef$ '' AA!B$ Anaytic kis ki$ Appication *b+ective$ -1 <) Which of the foowing is the most important for product designers to consider as they deveop a product9 A) which product features can be added to create higher-eve modes B) how the product appears !) what the product@s technica specifications are ") how customers wi use and benefit from the product #) how the product is packaged to attract spontaneous purchases Answer$ " "iff$ 0 %age &ef$ '01 AA!B$ Anaytic kis ki$ Appication *b+ective$ -' ) 5eene !urtis began to market shampoo for norma hair. 4n an attempt to increase profits and use e/cess market capacity, 5eene !urtis then marketed shampoo for oiy hair and co or-treated hair. 6his is an e/ampe of ________. A) ine fiing B) socia marketing !) a shopping product ") an unsought product #) peope marketing Answer$ A "iff$ 0 %age &ef$ '0( AA!B$ &efective 6hinking ki$ Appication *b+ective$ -'
<< !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
) Which of the foowing is;are) e/ampes of product ine depth9 A) hamburger and cheeseburger B) hamburger and fries !) !oke and "iet !oke ") A and ! #) a of the above Answer$ " "iff$ 0 %age &ef$ '07 AA!B$ &efective 6hinking ki$ Appication *b+ective$ -' 3) !hicken of the ea brand tuna ses more than the same sie Jroger brand tuna, even though the Jroger tuna costs K3.17 ess per can. !hicken of the ea has brand ________. A) e/tension B) equity !) speciaty ") service #) vauation Answer$ B "iff$ ' %age &ef$ '0: AA!B$ &efective 6hinking ki$ Appication *b+ective$ -0 1) A manager of a 5oiday 4nn said, 8We have power and vaue in the market and peope are wiing to pay for it.8 6his manager is referring to ________. A) socia marketing B) speciaty products !) brand equity ") ine fiing #) product ength Answer$ ! "iff$ ' %age &ef$ '0: AA!B$ &efective 6hinking ki$ Appication *b+ective$ -0
< !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
') !ostco@s Jirkand products are an e/ampe of a;n) ________. A) organiationa brand B) support brand !) private brand ") sponsorship brand #) manufacturer@s brand Answer$ ! "iff$ ' %age &ef$ '(3 AA!B$ &efective 6hinking ki$ Appication *b+ective$ -0 0) An appare marketer is panning to aunch an e/isting brand name into a new product category. Which brand deveopment strategy is being impemented9 A) ine e/tension B) brand e/tension !) mutibranding ") new brands #) rebranding Answer$ B "iff$ ' %age &ef$ '(0 AA!B$ &efective 6hinking ki$ Appication *b+ective$ -0 () #ach new i%od product introduction advances the causes of democratiing technoogy and approachabe innovation. i%od, an e/pert at fostering customer community, has been ranked one of the Breakaway Brands by the brand consutancy andor Associates. i%od is positioned on ________. A) attributes B) benefits !) variation ") seection #) beiefs and vaues Answer$ # "iff$ ' %age &ef$ '0 AA!B$ &efective 6hinking ki$ Appication *b+ective$ -0
< !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
7) >anor %aa Barber@s customers have noticed that the quaity of a haircut depends on who provides it as we as when, where, and how it is provided. What have the customers noticed9 A) service intangibiity B) service inseparabiity !) service variabiity ") service perishabiity #) service distinction Answer$ ! "iff$ ' %age &ef$ '(7 AA!B$ &efective 6hinking ki$ Appication *b+ective$ -( :) 6he impossibiity of a barber storing haircuts for ater sae is an e/ampe of which of the foowing9 A) service intangibiity B) service inseparabiity !) service variabiity ") service perishabiity #) ow-conte/t services Answer$ " "iff$ ' %age &ef$ '(: AA!B$ &efective 6hinking ki$ Appication *b+ective$ -( <) Eina@s Cai aon is serious about peasing its customers. #mpoyees are trained to immediatey and peasanty respond to any customer compaints, and they are empowered to offer discounts and free add-ons to customers who beieve they have received anything ess than the best service. Eina@s Cai aon focuses on ________. A) differentiating its offer B) good service recovery !) interna marketing ") image marketing #) productivity Answer$ B "iff$ 1 %age &ef$ '( AA!B$ &efective 6hinking ki$ Appication *b+ective$ -(
3 !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
Refer to the scenario below to answer the following questions
5erb >arks buit his enterprise on the faithfu patronage of four speciaty shops and a arge contract from #more "istributors. But after two years, the maker of novety pens and pencis had to rethink his strategy when his two-year contract with #more ended. 5erb buit a company reputation on the manufacture and distribution of a variety of wooden writing utensis with customied engravings. peciaty shops oved to dispay the products in their fancy, ighted showcases, but such speciaty shops aone were not profitabe. 5erb >arks estabished a brand name, known merey as >arks, and decided to e/pand on it. 5erb e/tended his writing utensi ines to incude quis, fet-tip pens, and mutipecartridge pens that write in different coors. 5e even added a ine of various grades of personaied stationery and business cards. %erhaps 5erb@s biggest added touch, however, was the addition of two saespeope who woud work to e/pain the diverse array of products offered by >arks, as we as nurture e/isting accounts. 8We make an e/ceent product,8 5erb >arks stated, 8and we honor a good guarantee on everything we se. But et@s face it we face hundreds of competitorsL We need >arks representatives out there to hep prospects understand what they shoud demand in something as simpe as a writing too.8 6he >arks brand was fast-becoming synonymous with top-notch customer service. %art of the purchase package brought persona visits from the >arks representative, before the purchase and ong after.
) An easier, more comfortabe, more styish transfer of thought onto paper is the _ _______ of 5erb@s offerings. A) tangibe good B) core customer vaue !) actua product ") augmented product #) pure service Answer$ B "iff$ ' %age &ef$ ''7 AA!B$ &efective 6hinking ki$ Appication *b+ective$ -1 ) What type of consumer products does >arks manufacture9 A) industria B) convenience !) speciaty ") shopping #) unsought Answer$ ! "iff$ ' %age &ef$ '': AA!B$ &efective 6hinking ki$ Appication *b+ective$ -1
1 !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
133) 6he new fet-tip pens, mutipe-cartridge pens, and quis are a e/ampes of ________. A) product ine fiing B) mutibranding !) megabranding ") product ine inconsistencies #) icensed brands Answer$ A "iff$ 1 %age &ef$ '0( AA!B$ &efective 6hinking ki$ Appication *b+ective$ -' 131) 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. Answer$ A# "iff$ 1 %age &ef$ ''( ki$ !oncept *b+ective$ -1 13') ony offers consumers more than +ust camcorders? it provides consumers with a compete soution to their picture-taking probems. 6his offering is caed an augmented product. Answer$ 6&=# "iff$ 0 %age &ef$ ''7 AA!B$ &efective 6hinking ki$ Appication *b+ective$ -1 130) =nsought products are products that the customer usuay buys frequenty, immediatey, and with a minimum of comparison and buying effort. Answer$ A# "iff$ 1 %age &ef$ '': ki$ !oncept *b+ective$ -1 13() hopping products are ess frequenty purchased consumer products and services that customers compare carefuy on suitabiity, quaity, price, and stye. Answer$ 6&=# "iff$ ' %age &ef$ '': ki$ !oncept *b+ective$ -1 137) tye is a arger concept than design. "esign describes the appearance of a product. Answer$ A# "iff$ 0 %age &ef$ '03 ki$ !oncept *b+ective$ -'
' !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
13:) Branding can add consumer vaue to a product. Answer$ 6&=# "iff$ ' %age &ef$ '01 AA!B$ !ommunication ki$ !oncept *b+ective$ -' 13<) Because so many purchase decisions are made in stores, a product@s packaging may be a seer@s ast and best chance to infuence consumers. Answer$ 6&=# "iff$ ' %age &ef$ '0' AA!B$ !ommunication ki$ !oncept *b+ective$ -' 13) %roduct support services identify the product or brand, describe severa things about the product, and promote the product through attractive graphics. Answer$ A# "iff$ ' %age &ef$ '00 AA!B$ !ommunication ki$ !oncept *b+ective$ -' 13) Muaker produces a variety of cereas. 6his variety is caed its product ine. Answer$ 6&=# "iff$ ' %age &ef$ '0( AA!B$ &efective 6hinking ki$ Appication *b+ective$ -' 113) !annibaiation and customer confusion about product differentiation are two potentia resuts if ine fiing is overdone. Answer$ 6&=# "iff$ 0 %age &ef$ '0( ki$ !oncept *b+ective$ -' 111) A company can stretch its product either upward or downward, but not both directions. Answer$ A# "iff$ 1 %age &ef$ '0( ki$ !oncept *b+ective$ -'
0 !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
11') A company might stretch its product ine upward to add prestige to its current products. Answer$ 6&=# "iff$ ' %age &ef$ '0( ki$ !oncept *b+ective$ -' 110) A company@s product mi/ has four important dimensions$ width, ength, depth, and consistency. Answer$ 6&=# "iff$ 1 %age &ef$ '07 ki$ !oncept *b+ective$ -' 11() "ove marketers can go beyond the brand@s ceansing cream properties and tak about the resuting benefit of softer skin. 6his is known as product attributes in brand positioning. Answer$ A# "iff$ 0 %age &ef$ '0 AA!B$ &efective 6hinking ki$ Appication *b+ective$ -0 117) Attributes are the east desirabe eve for brand positioning because competitors can easiy copy attributes and customers are more interested in what attributes wi do for them than in the attributes themseves. Answer$ 6&=# "iff$ ' %age &ef$ '0 ki$ !oncept *b+ective$ -0 11:) &etaiers and whoesaers who have created their own brands such as Wa->art@s am@s !hoice beverages and food products are participating in co-branding. Answer$ A# "iff$ 0 %age &ef$ '(1 AA!B$ &efective 6hinking ki$ Appication *b+ective$ -0
11<) When a company introduces a new brand name in the same product category, it is caed ine e/tension. Answer$ A# "iff$ ' %age &ef$ '(' ki$ !oncept *b+ective$ -0
( !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
11) !ustomers come to know a brand through a wide range of contacts and touch points, incuding word of mouth, persona interactions with company peope, teephone interactions, and company Web pages. Answer$ 6&=# "iff$ 1 %age &ef$ '(( AA!B$ !ommunication ki$ !oncept *b+ective$ -0 11) An e/ampe of service variabiity is that within a given >arriott hote, one registration-desk empoyee may be cheerfu and efficient, whereas another may be unpeasant and sow. Answer$ 6&=# "iff$ 0 %age &ef$ '(7 AA!B$ &efective 6hinking ki$ Appication *b+ective$ -( 1'3) ervice inseparabiity means that the quaity of services d epends on who provides them, as we as when, where, and how they are provided. Answer$ A# "iff$ ' %age &ef$ '(7 ki$ !oncept *b+ective$ -( 1'1) 4n a service business, the customer and front-ine service empoyee interact to create the service. Answer$ 6&=# "iff$ ' %age &ef$ '(: ki$ !oncept *b+ective$ -( 1'') 6he service-profit chain is the set of a product ines and items that a particuar seer offers for sae. Answer$ A# "iff$ ' %age &ef$ '(: ki$ !oncept *b+ective$ -( 1'0) *ne aspect of managing service differentiation is the company@s service deivery. Answer$ 6&=# "iff$ ' %age &ef$ '( ki$ !oncept *b+ective$ -(
7 !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
1'() !ustomer retention is perhaps the best measure of quaity a service firm@s abiity to hang on to its customers depends on how consistenty it deivers vaue to them. Answer$ 6&=# "iff$ ' %age &ef$ '( ki$ !oncept *b+ective$ -(
1'7) Eood service recovery can turn angry customers into oya customers and can even win more customer purchasing and oyaty than if no probem had occurred in the first pace. Answer$ A# "iff$ ' %age &ef$ '( ki$ !oncept *b+ective$ -( 1':) %roducts and services fa into two broad casses based on the types of consumers that use them. Came these two broad casses and describe how they are different from each other. Answer$ 6he two broad casses are consumer products and industria products. !onsumer products and services those bought by fina consumers are usuay cassified according to consumer shopping habits. !onsumer products incude convenience products, shopping products, speciaty products, and unsought products. 4ndustria products are distinguished from consumer products by the purpose for which they were purchased. 4ndustria products are those that are purchased for further processing or for use in conducting a business. 6hese products incude the three broad categories of materias and parts, capita items, and suppies and services. "iff$ ' %age &ef$ '':-''< AA!B$ Anaytic kis ki$ Appication *b+ective$ -1
1'<) Came and describe three decisions that companies make regarding their individua products and services. Answer$ "ecisions to be made in the deveopment and marketing of individua products and services incude 1) product attributes, ') branding, 0) packaging, () abeing, and 7) product support services. %roduct attribute decisions invove product quaity, features, and stye and design. Branding decisions incude seecting a brand name and deveoping a brand strategy. %ackaging invoves designing and producing a product@s container? packaging provides many key benefits, such as protection, economy, convenience, and promotion. abeing identifies the product and may describe and promote the product and brand. !ompanies must aso make a decision about product support services, which are usuay a minor or ma+or part of a market offering. "iff$ 1 %age &ef$ '' AA!B$ !ommunication ki$ Appication *b+ective$ -'
: !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
1') "escribe the roe of packaging. Answer$ %ackaging invoves designing and producing the container or wrapper for a product. %ackaging contains and protects the product, but it aso is used to attract customer attention, to describe the product, and to make the sae. 4nnovative packaging may give a company an edge over competitors. "iff$ 1 %age &ef$ '01 AA!B$ !ommunication ki$ Appication *b+ective$ -' 1') #/pain the history of ega concerns about packaging and abes. Answer$ 6he edera 6rade !ommission Act of 11( hed that fase, miseading, or deceptive abes or packages constitute unfair competition. abes can misead consumers, fai to describe important ingredients, or fai to incude needed safety warnings. 6o address this probem, severa federa and state aws reguate abeing. 6he air %ackaging and abeing Act of 1::, for e/ampe, set mandatory abeing requirements, encouraged vountary industry packaging standards, and aowed federa agencies to set packaging reguations in specific industries. 6he Cutritiona abeing and #ducation Act of 13 requires seers to provide detaied nutritiona information on food products? the ood and "rug Administration reguates the use of heathreated terms such as ow-fat, ight, and high-fiber. "iff$ 0 %age &ef$ '00 AA!B$ #thica &easoning ki$ Appication *b+ective$ -' 103) !ompare product mi/ width, ength, consistency, and depth. Answer$ %roduct mi/ width refers to the number of different product ines the company carries? product ength refers to the tota number of products carried in a company@s product ines. !onsistency refers to how cosey reated the various product ines are in end use. %roduct depth refers to the number of versions offered of each product in the ine. "iff$ ' %age &ef$ '07 AA!B$ Anaytic kis ki$ Appication *b+ective$ -' 101) A manufacturer has four brand sponsorship options. "escribe what they are. Answer$ A manufacturer can aunch its own brand ;manufacturer@s brand or nationa brand). 4t can se to reseers who give the product a private brand ;or store brand). 4t can market icensed brands, using names or symbos created by other manufacturers, names of ceebrities, or characters from popuar movies or teevision. inay, a manufacturer can +oin forces with another company to co-brand a product. "iff$ ' %age &ef$ '(3 AA!B$ !ommunication ki$ Appication *b+ective$ -0
< !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
10') A company has four choices when it comes to deveoping brands. "escribe what they are. Answer$ 6he company can introduce ine e/tensions, brand e/tensions, mutibrands, or entirey new brands. A ine e/tension invoves e/tending a current brand name to new forms, coors, sies, favors, etc. in one of the company@s e/isting product categories. 4n contrast, a brand e/tension e/tends a current brand name to a new or modified product in a new product category. >utibranding invoves introducing severa brands within the same category. inay a company may decide that a new brand name is needed, particuary if the power of an e/isting brand name is decining or the company is entering a new product category. "iff$ ' %age &ef$ '(' AA!B$ !ommunication ki$ Appication *b+ective$ -0 100) ervices are characteried by four key characteristics. Came and describe these four characteristics. Answer$ 6he four service characteristics are intangibiity, inseparabiity, variabiity, and perishabiity. ervices are intangibe$ they cannot be seen, tasted, fet, heard, or smeed before they are bought. ervices are inseparabe$ they are produced and consumed at the same time and cannot be separated from their providers, whether the providers are peope or machines. ervices are variabe$ their quaity may vary greaty, depending on who provides them and when, where, and how they are provided. ervices are perishabe$ they cannot be stored for ater sae or use. "iff$ ' %age &ef$ '(7 AA!B$ Anaytic kis ki$ Appication *b+ective$ -( 10() Eood service companies focus attention on both customers and empoyees. "escribe what the service-profit chain and interna marketing are, and how they differ from each other. Answer$ 6he service-profit chain inks service firm profits with empoyee and customer satisfaction. 6he inks in the service-profit chain are as foows$ interna service quaity eads to satisfied and productive empoyees, who create greater service vaue, which eads to satisfied and oya customers, who create heathy service profits and growth. 4nterna marketing by a service firm refers to training and effectivey motivating its customer-contact empoyees and a the supporting service peope to work as a team to provide customer satisfaction. 6he service profit chain deas with empoyees and customers. 4nterna marketing deas with training empoyees. "iff$ 0 %age &ef$ '(: AA!B$ !ommunication ki$ Appication *b+ective$ -(
!opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
107) 5ow can service providers use a differentiated offer, deivery, and image to avoid competing soey on price9 Answer$ A service offer can incude innovative features that differentiate the company@s offers from competitors. ervice deivery can be differentiated by hiring and training more reiabe customer-contact peope, deveoping a superior physica environment in wh ich the service is deivered, and designing a superior deivery process. ervices can aso be differentiated through symbos and branding, creating an image that sets a company@s services apart from competitors@. "iff$ ' %age &ef$ '( AA!B$ Anaytic kis ki$ Appication *b+ective$ -( 10:) Eive an e/ampe of the most basic eve of product, the core benefit. Answer$ #/ampes are numerous. A saon owner, providing simiar services of a day spa, may focus on 8pampering yoursef in tota rea/ation.8 "iff$ ' %age &ef$ ''7 AA!B$ &efective 6hinking ki$ Appication *b+ective$ -1 10<) Eive e/ampes of the second eve of product, the actua product. Answer$ A saon owner may market hair- and nai-care products and services, fu- and partia body massages, workout equipment and training, and socia activities, and so forth. "iff$ 1 %age &ef$ ''7 AA!B$ Anaytic kis ki$ Appication *b+ective$ -1 10) Eive an e/ampe of an augmented product. Answer$ #/ampes wi vary. An augmented product may incude the customer of a saon having the option of having most of the services performed in the privacy and soitude of his or her home. "iff$ ' %age &ef$ ''7 AA!B$ &efective 6hinking ki$ Appication *b+ective$ -1 10) Eive three e/ampes of convenience products. Answer$ #/ampes may incude soft drinks, mik, and candy. "iff$ 1 %age &ef$ '': AA!B$ &efective 6hinking ki$ Appication *b+ective$ -1
!opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
1(3) Eive three e/ampes of shopping products. Answer$ #/ampes may incude washing machines, awn mowers, and furniture. "iff$ 1 %age &ef$ '': AA!B$ &efective 6hinking ki$ Appication *b+ective$ -1 1(1) Eive three e/ampes of speciaty products. Answer$ #/ampes may incude a &oe/ watch, a Naguar sports car, or an around-the-word cruise. "iff$ 1 %age &ef$ '': AA!B$ &efective 6hinking ki$ Appication *b+ective$ -1 1(') What do industria suppies and consumer convenience products have in common9 5ow do they differ9 Answer$ 4ndustria suppies are purchased for further use in conducting a business, whie convenience products are purchased by fina consumers for persona consumption? both types of products are usuay purchased with a minimum of effort or comparison. "iff$ 0 %age &ef$ ''< AA!B$ Anaytic kis ki$ Appication *b+ective$ -1 1(0) 5ow does a brand name add vaue to a product9 Answer$ Muaity and consistency can be identified through a brand? e/perience with or knowedge of another@s e/perience with a brand heps a buyer know what features, benefits, and quaity to e/pect from a product. "iff$ ' %age &ef$ '01 AA!B$ Anaytic kis ki$ Appication *b+ective$ -' 1(() 5ow might a fower shop engage in ine stretching9 Answer$ A fower shop may offer singe-stem, fresh-cut fowers, sod individuay, sma arrangements, bouquets, or arge ceremonia sprays? with ine stretching, the fower shop wi offer a wide array of products geared toward a types of fower buyers. "iff$ 0 %age &ef$ '0( AA!B$ Anaytic kis ki$ Appication *b+ective$ -'
3 !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a
1(7) Why might a company pursue a strategy of ess product ine consistency9 Answer$ A company might want to increase its business by buiding a reputation in severa product fieds. "iff$ ' %age &ef$ '07 AA!B$ Anaytic kis ki$ Appication *b+ective$ -' 1(:) !onsumers form reationships with products via brands. What might happen that aows a consumer to move from merey recogniing a brand to preferring a brand9 Answer$ A consumer has ikey tried the brand at east once in order to prefer it over others? or, perhaps the consumer prefers a brand merey because he or she has been e/posed to a catchy ad or promotiona gimmick. "iff$ ' %age &ef$ '0: AA!B$ Anaytic kis ki$ Appication *b+ective$ -0 1(<) Why is it important for a brand promise to be simpe and honest9 Answer$ !onsumers who purchase the product and beieve it does not ive up to the promise wi deveop a negative image of the brand? they wi be ess ikey to become oya customers. "iff$ ' %age &ef$ '0 AA!B$ Anaytic kis ki$ Appication *b+ective$ -0 1() !onsider such brand names as A1 teak auce, (3, A D " *intment, A D W &oot Beer, and uper . Why might such names with aphanumeric characters aid in brand name seection9 Answer$ uch brands are easy to pronounce, easy to recognie, and easy to remember. "iff$ ' %age &ef$ '0 AA!B$ !ommunication ki$ Appication *b+ective$ -0 1() 5ow might measuring service quaity be more difficut than measuring product quaity9 Answer$ %roducts are tangibe? therefore, measuring quaity across severa dimensions such as durabiity, functionaity, and so on may be easier or performed more consistenty than when measuring service quaity. "iff$ 0 %age &ef$ '(7 AA!B$ Anaytic kis ki$ Appication *b+ective$ -(
1 !opyright 2 '313 %earson #ducation, 4nc. %ubishing as %rentice 5a