question

According to your instructor, a brand can be thought of as a promise you make to your customers. In order for the brand to be successful, the promise must be _____________?

answer

Kept.

question

Warranties can be either expressed or implied. An expressed warranty means that?

answer

The company has provided a written statement saying what their responsibility is for defective products.

question

One of the ironies in brand management is that if you are very successful at creating a branded product so that people start referring to the brand name instead of the product name, you risk losing the right to the brand name. This use of the brand name instead of the product name is called _______________?

answer

Common usage

question

Which of the following conditions make it favorable for a retailer to launch a store-brand?

answer

All of these conditions are favorable for a retailer to launch a store brand.

question

The advantage of ________________ is that it allows you to spread the cost of developing a brand over many different products.

answer

Multiproduct branding

question

My friend who works at a major airline told me that they change their fares once every 3 minutes, on average. They are always monitoring how many seats are sold and how many are available (load factor) and how many days until the flight is scheduled. Customers sometimes feel that they are being treated unfairly because no two people on the same flight have paid the same price for their tickets. The airline does this because ____________ are so high that they need to maximize the amount of revenue they can get from every seat.

answer

Fixed costs

question

Which of the following is NOT one of the components customers use to evaluate service quality according to your text?

answer

Price

question

One of the challenges we face in managing services is that both the customer and the service provider work together to create the service. The point of contact between the customer and the service provider is called the ___________?

answer

Service encounter

question

Chez Bruce is the fanciest restaurant in the city. If you want to make a reservation, you have to make it before 5:00 pm or after 10:00 pm. There is so much demand for seats at the restaurant that you have to wait in line during peak hours. Bruce is using this strategy to deal with the __________ characteristic of service provision.

answer

Perishability (Inventory)

question

Gandalf opened a tobacco shop in the Haight/Ashbury District. He wanted to create a distinctive brand personality for the store, so he insisted that all of the employees wear purple robes and long, pointed hats while they were on duty so they would all look like wizards to customers. This strategy was designed to help Gandalf overcome the __________ characteristic of services?

answer

Variability (Inconsistency)

question

A ______________ or _______________ tries to create the perception of value by eliminating the advertising expense associated with many consumer products?

answer

Generic brand, no-name brand

question

Proctor & Gamble creates a separate brand identity for each product they bring to market. This strategy is called _______________.

answer

Individual product branding

question

Anheuser Busch uses a good, better, best strategy for its line of beer products. Budweiser is the flagship brand and Busch and Michelob are ___________ brands?

answer

Flanker

question

One of the ways to leverage brand equity is to engage in ____________ where you allow others to use your brand name for a fee or other compensation?

answer

Licensing

question

Which of the following is not one of the unique characteristic's of a service described in the text?

answer

Invisibility

question

Many retail stores use "secret shoppers," people who pretend to be customers, go into a store and do all sorts of things. They take notes and are able to report back what is really happening in the stores. This technique is used for _____________?

answer

Secret shoppers are used for all of these things

question

In class we spoke of a goods-services continuum. The purpose of this concept was to help make the point that?

answer

All of these are the point we were trying to make.

question

Before you can measure the quality of a service, you need to understand?

answer

What the customer expects from the service.

question

Typically, ______________ is done by the retailer of a product rather than by the manufacturer.

answer

Private branding.

question

Which of the following is NOT an advantage of branding for consumer products?

answer

Once a brand has been established, you do not have to maintain it

question

Which of the following is NOT a functional benefit of packaging?

answer

Acting as a silent salesperson

question

Which of the following statements about creating a brand is true?

answer

Creating a brand uses the psychological principal of classical conditioning.

question

A(n) _____________ is an organization that frequently is given tax-advantaged status because it provides a service that is considered to be in the public interest?

answer

Non-government organization

question

Hermione was the office manager for a small business in the city. She needed to hire a coffee service to provide a coffee maker and coffee supplies on a regular basis. She went online and searched for several coffee services. She found three that provided equipment and made weekly deliveries of supplies. She chose the supplier that advertised the lowest price. Hermione used ___________ to evaluate the quality of this service?

answer

Search qualities

question

_________________ is when a company creates a unique brand identity for each product?

answer

Individual product branding

question

Brand equity is the value a brand name adds to a product. This value can be expressed in terms of?

answer

These are all expressions of the value of brand equity.

question

If customers purchase your product and find that it performs as well or better than they expected, they will be forming _______________ an important step in creating brand equity?

answer

Positive Brand associations

question

Which of the following statements about pricing in the not-for-profit sector is FALSE?

answer

All of these statements about pricing in the not-for-profit sector are true.

question

When it comes to managing services, some people find it helpful to think of it as a service encounter with roles for both the service provider and for the customer. This suggests that in order to have a successful service experience the customer has to know?

answer

What he or she is expected to do in order to create the service.

question

A ______________ is an organization whose business purpose has been designated as being in the public interest and may have received preferential tax status?

answer

Not-for-profit

question

Which of the following is NOT one of the three dimensions to service quality discussed in class?

answer

Intangibles

question

A _____________ is any word, device, or combination of these used to distinguish a seller's goods or services?

answer

Brand name

question

Which of the following is NOT a perceptual benefit of packaging?

answer

Protect the product from excessive heat or cold.

question

Sabrina was running a day care center for pre-school children. She decorated the walls with images from the motion picture Finding Nemo. One day she received a letter from attorneys representing Pixar and the Disney Corporation asking her to stop using images from Finding Nemo. Pixar and the Disney Corporation were defending their brand against _______________?

answer

Infringement

question

Hermione was the office manager for a small business in the city. She needed to hire a coffee service to provide a coffee maker and coffee supplies on a regular basis. Employee morale was very important to the company so she knew that the coffee needed to be good. She went online and searched for several coffee services. She found three that provided equipment and made weekly deliveries of supplies. She called all three and asked them to come in and put on a demonstration so that the employees could decide which coffee they liked best. The winner of the taste test would get the contract Hermione used ____________ to evaluate the quality of the service?

answer

Experience Qualities

question

Frodo was a massage therapist. He was very good at dealing with lower back pain. The walls of his waiting room were covered with framed documents. Some of them were diplomas from the massage schools he had attended. Others were copies of testimonial letters from well known people. Still others were reprints of favorable news articles that had been published in newspapers and magazines. Frodo was using the ___________ approach to making his service seem 'real'?

answer

Documentation

question

The basic issue when you are dealing with the __________ characteristic of services is that the time or capacity to provide services is limited and fixed?

answer

Perishability (Inventory)

question

According to your instructor, the biggest difference between a for-profit service company and a not-for-profit service company is that?

answer

Not-for-profit companies have multiple constituencies that need to be treated as customers.

question

Intel corporation created the Intel Inside campaign to make consumers aware that an important component of any computer is the quality of the microprocessor (computer chip) that makes the machine work. They negotiated with computer manufacturers to include a sticker on the outside of the computer - regardless of the brand - showing that there was an Intel chip inside. This is a classic example of _____________?

answer

Co-branding

question

Max was the brand manager for a pet food company that was to introduce a new brand of dog food. Through research, they had discovered that many dogs do not get enough exercise and this new dog food had stimulants added to give these sedate dogs energy. He thought of the brand name "Jump Start Your Fat, Lazy, Puppy" and asked your opinion. You said?

answer

It is not a good brand name because owners do not want to think of their beloved pets as fat and lazy.

question

Mordred had been sued by a former business partner. The partner was seeking $1,000,000 in damages. Mordred felt that this claim was totally unfair. He went to the law firm of Merlin, Guinevere, and Arthur, LLC. He was told that a junior associate could handle his case for $300 and hour or a senior partner could handle the case for $700 and hour. When he asked why there was such a difference in the rates, he was told that the senior partners were in such high demand that they were trying to discourage new clients. This is an example of _____________?

answer

Price rationing

question

Delilah just bought a new cell phone. She signed a contract that gave her 1,000 anytime minutes, voice mail, call forwarding, ringtones, the ability to download mp3's, and free calls to others who used the same service. The cell phone was free as long as she agreed to use the service for two years. In terms of the goods-services continuum, this is an example of a _____________?

answer

Service dominated offering

question

Frodo was a massage therapist. He was very good at dealing with lower back pain. In his waiting room, he had a framed photograph of Sylvester Stallone along with a letter from the celebrity saying that Frodo was the best massage therapist in the world. Sylvester Stallone appeared in all of Frodo's print and radio advertisements as well.. Frodo was using the ___________ approach to making his service seem 'real'?

answer

Association

question

When you are dealing with the ____________ characteristic of a service, one approach is to institute procedure manuals and training programs so that your service employees will know how they are supposed to deal with customers.

answer

Variability (Inconsistency)

question

Which of the following statements about service marketing is TRUE?

answer

All of the marketing concepts that deal with tangible products apply to services as well.

question

Many companies engage in relationship marketing to nurture and grow the _____________ developed while creating brand equity.

answer

Brand Loyalty

question

Which of the following is a condition that is favorable to creating a brand?

answer

Quality and value are easy to maintain.

question

The first stage in developing brand equity is to create _____________ with your potential market. This is frequently accomplished with advertising?

answer

Brand awareness

question

A major disadvantage of _________________ is that it can be very expensive to create a brand identity for each product.

answer

Individual product branding

question

Frodo was a massage therapist. He was very good at dealing with lower back pain. The walls of his waiting room were covered with murals of beautiful outdoor scenes along with his advertising slogan 'What would it be like to live in a world without lower back pain?. There was soft, relaxing music playing in the background. He used these same themes in his print and radio advertisements. Frodo was using the ___________ approach to making his service seem "real"?

answer

Visualization

question

When you are dealing with the ___________ characteristic of a service, one approach to marketing services is to make the service seem 'real' ?

answer

Intangibility

question

The basic issue when you are dealing with the __________ characteristic of services is that the customer and the service provider have to be together in order for the service to be produced?

answer

Inseparability

question

Campbell's soup has dozens of different flavors and packages of soup. All of them have the same distinctive red and white packaging. You have to read the label to tell the varieties of soup apart. This is an example of:

answer

Multiproduct branding

question

Frodo was a massage therapist. He was very good at dealing with lower back pain. He gave his clients a book that they could use to keep a record of their visits to his practice and record their thoughts and feelings about the therapy. In the front of the book was a beautiful picture and an inspiring poem that would remind his clients that lower back pain can be treated with a visit to Frodo. By using the book, Frodo's patients could benefit from his practice even if he wasn't with them personally. Frodo was using the ___________ approach to making his service seem 'real'?

answer

Physical representation

question

Why is it so important to take complaints about service so seriously?

answer

Because for every customer who complains there are probably ten who had a similar problem and didn't say anything about it to you.

question

Not-for-profit organizations need to use complementary positioning because...?

answer

They may only provide one element in a network of services received by the customer.

question

A ______________ is a brand name or a service mark that has been granted legal protection by the U.S. government.

answer

Trademark

question

Raul purchased a microwave oven. He brought it home, plugged it in and nothing happened. Bummer. So he immediately returned it. The customer service representative was unwilling to let Raul return the microwave saying that they did not allow returns on electronic merchandise. Raul pointed out that even though there is nothing in writing, _________________ means that if the microwave doesn't work he can return it. Period. End of story.

answer

The implied warranty of merchantability

question

Which of the following is NOT an example of a not-for-profit organization?

answer

All of these are not-for-profit organizations.

question

One of the components customers use to evaluate service quality is _____________, or caring, individualized attention to customers?

answer

Empathy

question

Sabrina is thinking of starting a new line of coffee shops. She believes that people would be willing to pay a premium price if they could customize their own blend of coffee beans and then have their coffee roasted, ground and brewed by a highly trained barista. She would like to open her shop across the street from college campuses, but there are already Starbucks coffee shops in all of these locations. Is this business a good candidate for branding?

answer

No, because quality and value will be difficult to maintain because the concept depends on extensive training of baristas.

question

Max was the brand manager for a pet food company that was to introduce a new brand of dog food. Through research, they had discovered that many dogs do not get enough exercise and this new dog food had stimulants added to give these sedate dogs energy. He thought of the brand name "Playful Puppy" and asked your opinion. You said?

answer

You said all of these things, and meant them.

question

_____________ is when a business uses one brand name to cover a variety of products?

answer

Multiproduct branding

question

A ____________ is an intangible activity or benefit that an organization provides to consumers in exchange for money or something else of value?

answer

Service

question

Warranties can be either express or implied. An implied warranty means that?

answer

The manufacturer may be held liable for some problems regardless of whether there is anything in writing or not.

question

A ______________ or _______________ is usually the property of the business that manufactures a product?

answer

National Brand, Producer brand

question

Karel is the office manager for a medium sized-firm in the city. He just made an arrangement with a coffee service for his company. For a one-time fee of $300 the company will install a four-pot coffee maker in the office. Each week the coffee service will deliver fresh coffee. Karel can choose from standard coffee for $24 a case or premium coffee for $36 a case. Creamer, sugar, stir sticks and cups are provided for a nominal fee. Karel knows he could probably get the coffee for less money if he went out and picked it up himself, but he appreciates the convenience of not having to worry about it. In terms of the goods-services continuum, this is an example of a ___________?

answer

Balanced offering.

question

Hermione was the office manager for a small business in the city. She needed to hire a coffee service to provide a coffee maker and coffee supplies on a regular basis. The social responsibility was a high priority for the company so she knew that whatever coffee company she used, it had to be socially responsible. She went online and found three coffee companies that provided equipment and made regular deliveries. The company she chose claimed to be socially responsible. All of the coffee was certified to be fair trade coffee by the Fair Trade Coffee association. Hermione was familiar with the Fair Trade Association and knew that fair trade certification meant the coffee was purchased from small farmers who were paid a fair price for their coffee. Hermione used ____________ to evaluate the quality of the service?

answer

Credence Qualities

question

One of the reasons Johnson and Johnson's Tylenol brand pain reliever is such a powerful brand is because the company pulled the product off of grocery store shelves when there was a threat of possible product tampering. They did this even though it cost them money. This is an example of defending the __________ of the brand?

answer

Quality

question

Marketers and lawyers disagree about what is the best thing to do when you make a mistake in delivering a service. Marketers are likely to?

answer

Admit to making a mistake and work with the customer to resolve the problem.

question

When it comes to services, quality is measured in terms of?

answer

Exceeding the customer's expectations.

question

_______________ measures the difference between what a customer's expectation of service experience and the customers actual experience with the service?

answer

Gap analysis

question

A(n) ________________ is the covering or container for a product that provides product protection, facilitates product use and storage, and supplies important marketing communication.

answer

Package

question

A ______________ or _______________ is usually the property of the retailer that distributes and/or sells a product?

answer

Private-label brand, middleman brand

question

Arwen wanted to open a donut shop where customers could design their own donuts and have them made to order at the time. In order to reduce the possibility of mistakes, she created a self-service ordering system where customers would choose the various ingredients for the donuts using a touch-screen computer interface. Then they would follow along the glass-enclosed production line and watch while her highly skilled workers cooked the donuts from scratch. By using a computer rather than a person to initiate the process, Arwen was using _____________ to make the best use of her highly trained donut makers?

answer

Disintermediation

question

The concept of ___________ recognizes that before an organization can effectively take care of customers' needs, it must focus on its employee's needs?

answer

Internal marketing

question

When it comes to managing services, some people find it helpful to think of it as a service encounter with roles for both the service provider and for the customer. It is the role of the service provider to?

answer

All of these are the role of the service provider.

question

When it comes to managing services, some people find it helpful to think of it as a service encounter with roles for both the service provider and for the customer. It is the role of the service provider to?

answer

All of these are the role of the service provider.

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