MKGT 431 Mini Test #6 – Flashcards
Unlock all answers in this set
Unlock answersquestion
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
Which of the following is NOT a functional benefit of packaging?
answer
Acting as a silent salesperson
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
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 it is too long.
question
A(n) ______________ is an organization created to provide a public or mutual benefit other than the pursuit or accumulation of profits for investors.
answer
Not-for-profit
question
A ______________ or _______________ is usually the property of the retailer that distributes and/or sells a product?
answer
Distributor's brand, Private-label brand
question
Two things to consider when developing a brand are?
answer
The brand experience and the brand expression.
question
The advantage of ________________ is that it allows you to spread the cost of developing a brand over many different products.
answer
Family branding
question
There is no such thing as a purely tangible or a purely intangible product.
answer
True
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
question
One of the dimensions customers use to evaluate service quality is _____________, or caring, individualized attention to customers?
answer
Empathy
question
Which of the following is NOT one of the levels of attributes customers use to evaluate service quality?
answer
Intangible attributes
question
An inexpensive package shows the customer that you focus on making quality products rather than making pretty packages.
answer
False
question
_____________ is when a business uses one brand name to cover a variety of products?
answer
Family 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
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
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
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
A brand is an attitude about a product
answer
True
question
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
Perceived as valuable to your customers.
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
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
question
A(n) _____________ specifically excludes things, such as damage caused by the customer, from warranty coverage?
answer
limited warranty
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
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 warranty of merchantability
question
Which of the following conditions make it favorable for a retailer to launch a store-brand?
answer
The retailer has a solid reputation for quality products
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
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
Which of these is NOT an example of an intangible product?
answer
All of these are intangible products
question
In the United States, the federal government monitors the marketplace for possible infringement on registered brand names.
answer
False
question
A successful brand adds value to a product because...?
answer
These are all expressions of the value of brand equity.
question
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?
answer
Warranty
question
A(n) ______________ is an organization created to provide a public or mutual benefit other than the pursuit or accumulation of profits for investors.
answer
Not-for-profit
question
When it comes to services, quality is measured in terms of?
answer
Meeting or exceeding the customer's expectations.
question
Which of the following is NOT one of the dimensions customers use to evaluate service quality?
answer
Price
question
A(n) ______________ 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
