BUS 312: Quiz 5 (Chp. 8) – Flashcards

*Which of the following correctly defines a​ product?* A. Products include tangible objects and services but not events or people. B. A product is anything offered to a market that might satisfy a need or want. C. A product is the overall market offering. D.Products are tangible goods only. E. A product consists of the actual product and the augmented product. The core customer value is not part of a product.

*Charles​ Revson, who started​ Revlon, once said​ "We sell​ hope." Revson was defining the​ __________ of Revlon cosmetics.* A. core customer value B. augmented product C. design D. branding E. quality level

*Product planners think of products on three levels. Which of the following correctly identifies the three​ levels?* A. The​ branding, the​ packaging, and the core customer value B. The​ branding, the quality​ level, and the design C. The core customer​ value, the actual​ product, and the quality level D. The core customer​ value, the actual​ product, and the augmented product E. The core customer​ value, the actual​ product, and the​ product's position

*Typically, consumers put in minimum time and effort when buying products such as laundry​ detergent, candy, and fast food. These types of goods are classified as​ __________ products.* A. convenience B. unsought C. shopping D. specialty E. augmented

*Materials and​ parts, capital​ items, and supplies and services are groups of​ __________products.* A. unsought B. convenience C. shopping D. specialty E. industrial

*Mothers Against Drunk Driving​ (MADD) runs advertising campaigns aimed at stopping drunk driving and preventing underage drinking. This is an example of​ __________.* A. corporate image marketing B. social marketing C. place marketing D. organization marketing E. person marketing

*Furniture, major​ appliances, clothing, and hotel services are classified as​ __________ products.* A. specialty B. industrial C. shopping D. unsought E. convenience

*In determining product​ quality, what are the two dimensions of quality marketers must decide​ upon?* A. Consistency and packaging B. Level and price C. Level and features D. Consistency and design E. Level and consistency

*Which of the following statements regarding individual product decisions is​ correct?* A. Consumers see branding as separate from the product. B. Product design and product style mean the same thing. C. The sole function of packaging is to hold and protect a product. D. Quality is important but it is not used to position products. E. Customer service is an important element of product strategy.

*The number of items in a product line represents the​ __________ and the total number of product lines a company carries represents the​ __________.* A. product line​ length; product line width B. product mix​ length; product mix depth C. product mix​ depth; product line width D. product line​ length; product mix width E. product line​ width; product mix length

*When a company lengthens a product line by adding more items within that lines current​ range, they are​ __________.* A. stretching the line downward B. increasing the width of their product mix C. filling the line D. stretching the line upward E. decreasing the depth of the line

*If a company adds a new product line to its existing​ portfolio, it has increased its​ __________.* A. product mix width B. product mix depth C. product support services D. product mix consistency E. product line length

*A group of products that are closely related because they function in a similar​ manner, are sold to the same customer​ groups, are marketed through the same types of​ outlets, or fall within given price ranges are called​ a(n) __________.* A. product mix B. product portfolio C. product stretch D. product line E. product level

*Services cannot be​ seen, tasted,​ felt, heard, or smelled before they are bought. In other​ words, services are​ __________.* A. variable B. perishable C. tangible D. intangible E. inseparable

*What are the four special service characteristics marketers must consider when designing marketing​ programs?* A. ​Tangibility, inseparability,​ variability, and perishability B. ​Intangibility, inseparability,​ conformity, and perishability C. ​Intangibility, inseparability,​ variability, and substitutability D. ​Intangibility, inseparability,​ variability, and perishability E. ​Tangibility, substitutability,​ variability, and conformity

*One characteristic of services is their variability. What is the main reason for services being​ variable?* A. Service quality depends on who provides​ them, as well as​ when, where, and how they are provided. B. Services cannot be stored for later use. C. Services cannot be​ seen, tasted, or felt before they are bought. D. Services cannot be separated from their providers. E. Services are​ tangible, and defects are impossible to prevent.

*For which service characteristic do marketers need to pay close attention to fluctuations in​ demand?* A. Tangibility B. Intangibility C. Variability D. Perishability E. Inseparability

*Which of the following statements about service marketing is​ correct?* A. Training current employees better and hiring new ones with more skills can increase service productivity. B. Due to the variability of​ services, top service companies set modest​ service-quality standards. C. Service marketers cannot differentiate their offerings. D. Social media is not useful to service marketers. E. It is easier to define service quality than product quality.

*Service quality greatly depends on the quality of the buyerdash-seller interaction during the service encounter. This is known as​ __________.* A. internal marketing B. image differentiation C. interactive marketing D. the service profit chain E. external marketing

*Walmart created the Great Value brand for their food products and the Equate brand for their​ pharmacy, health, and beauty products. Walmart does not manufacture any of these products. Which type of brand sponsorship is Walmart​ using?* A. A​ co-brand B. A national brand C. A private brand D. A licensed brand E. A​ manufacturer's brand

*Which of the following best describes brand​ equity?* A. The return on investment a firm receives from a brand B. The extent to which two different brands in the same product category are similar C. The total financial value of a brand D. That the brand is legally protected from imitation E. A measure of the​ brand's ability to capture consumer preference and loyalty

*According to the​ text, what are the three levels on which brands can be​ positioned?* A. Product​ attributes, desirable​ benefits, and brand equity B. Product​ attributes, desirable​ benefits, and beliefs and values C. ​Quality, features, and desirable benefits D. Brand​ equity, brand​ value, and brand sponsorship E. Product​ attributes, price, and packaging

*When Doritos comes out with new flavors of their tortilla​ chips, what brand development strategy are they​ using?* A. Line extension B. New brand C. Multibrand D. Brand extension E. Licensing

*Duracell is well known for manufacturing and marketing batteries. Recently they launched the Duracell​ Powermat, which is a wireless charger for mobile devices. Which brand development strategy did Duracell use in this​ example?* A. New brand B. Brand extension C. Licensing D. Line extension E. Multibrand

*Which of the following statements regarding managing brands is​ correct?* A. Brand audits are only necessary when launching a new brand. B. ​Customers' engagement with brands and​ customers' brand experiences are the key elements in maintaining a​ brand's position. C. The only company departments that must truly embrace a brand are sales and marketing. D. Once a​ brand's position is firmly​ established, further communicating that position to consumers is a waste of resources. E. Successful branding is unrelated to managing customer touchpoints.