Question 1

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

Accepted Answer

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

Question 2

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

Accepted Answer

Acting as a silent salesperson

Question 3

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

Accepted Answer

Generic brand, no-name brand

Question 4

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?

Accepted Answer

It is not a good brand name because it is too long.

Question 5

A(n) ______________ is an organization created to provide a public or mutual benefit other than the pursuit or accumulation of profits for investors.

Accepted Answer

Not-for-profit

Question 6

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

Accepted Answer

Distributor\'s brand, Private-label brand

Question 7

Two things to consider when developing a brand are?

Accepted Answer

The brand experience and the brand expression.

Question 8

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

Accepted Answer

Family branding

Question 9

There is no such thing as a purely tangible or a purely intangible product.

Accepted Answer

True

Question 10

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?

Accepted Answer

Variability

Question 11

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

Accepted Answer

Empathy

Question 12

Which of the following is NOT one of the levels of attributes customers use to evaluate service quality?

Accepted Answer

Intangible attributes

Question 13

An inexpensive package shows the customer that you focus on making quality products rather than making pretty packages.

Accepted Answer

False

Question 14

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

Accepted Answer

Family branding

Question 15

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\'?

Accepted Answer

Physical representation

Question 16

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

Accepted Answer

Internal marketing

Question 17

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\"?

Accepted Answer

Visualization

Question 18

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

Accepted Answer

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

Question 19

A brand is an attitude about a product

Accepted Answer

True

Question 20

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 _____________?

Accepted Answer

Perceived as valuable to your customers.

Question 21

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.

Accepted Answer

Fixed costs

Question 22

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\'?

Accepted Answer

Association.

Question 23

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.

Accepted Answer

Variability

Question 24

A(n) _____________ specifically excludes things, such as damage caused by the customer, from warranty coverage?

Accepted Answer

limited warranty

Question 25

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?

Accepted Answer

Licensing

Question 26

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.

Accepted Answer

The warranty of merchantability

Question 27

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

Accepted Answer

The retailer has a solid reputation for quality products

Question 28

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

Accepted Answer

All of these are not-for-profit organizations.

Question 29

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 _____________?

Accepted Answer

Secret shoppers are used for all of these things.

Question 30

Which of these is NOT an example of an intangible product?

Accepted Answer

All of these are intangible products

Question 31

In the United States, the federal government monitors the marketplace for possible infringement on registered brand names.

Accepted Answer

False

Question 32

A successful brand adds value to a product because...?

Accepted Answer

These are all expressions of the value of brand equity.

Question 33

A _____________ is a statement that a product is fit for the purpose being claimed and describing what the seller will do if the product performs below expectations or is defective?

Accepted Answer

Warranty

Question 34

A(n) ______________ is an organization created to provide a public or mutual benefit other than the pursuit or accumulation of profits for investors.

Accepted Answer

Not-for-profit

Question 35

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

Accepted Answer

Meeting or exceeding the customer\'s expectations.

Question 36

Which of the following is NOT one of the dimensions customers use to evaluate service quality?

Accepted Answer

Price

Question 37

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

Accepted Answer

Not-for-profit

MKGT 431 Mini Test #6 – Flashcards

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