Question 1

Consumer products that the buyer either does not know about or knows about but does not normally consider buying are referred to as ________ products.

Accepted Answer

A)   convenience
B)   unsought
C)   specialty
D)   shopping
E)   industrialF) A) and E)
G) A) and D)

Question 2

Specialty products are those products that are primarily purchased for use in conducting a business.

Accepted Answer

A) True 
 B)False

Question 3

Support services are an important part of a customer's overall brand experience.

Accepted Answer

A) True 
 B)False

Question 4

A laundry detergent that consumers purchase frequently,with minimum comparisons,is an example of a(n) ________ product.

Accepted Answer

A)   unsought
B)   shopping
C)   convenience
D)   specialty
E)   industrialF) A) and C)
G) C) and D)

Question 5

Furniture is an example of a shopping product.

Accepted Answer

A) True 
 B)False

Question 6

A ________ is defined as a name,term,sign,symbol,or design,or a combination of these,that identifies the maker or seller of a product or service.

Accepted Answer

A)   prototype
B)   paradigm
C)   framework
D)   patent
E)   brandF) A) and E)
G) A) and D)

Question 7

Which link in the service chain emphasizes superior employee selection and training?

Accepted Answer

A)   healthy service profits and growth
B)   satisfied and loyal customers
C)   greater service value
D)   satisfied and productive service employees
E)   internal service qualityF) C) and D)
G) A) and B)

Question 8

Marque,a high-end maker of designer watches,has started making inexpensive watches to take advantage of enormous growth rates in low-end market segments.Marque is most likely engaging in ________.

Accepted Answer

A)   franchising
B)   line filling
C)   two-way stretching
D)   upward stretching
E)   downward stretchingF) A) and B)
G) A) and E)

Question 9

Which of the following is an example of an industrial product grouped under capital items?

Accepted Answer

A)   factory
B)   cement
C)   crude petroleum
D)   coal
E)   paintF) C) and E)
G) A) and C)

Question 10

________ products are consumer products and services with unique characteristics or brand identifications for which a significant group of buyers is willing to make more effort than usual to purchase.

Accepted Answer

A)   Unsought
B)   Obsolete
C)   Intangible
D)   Convenience
E)   SpecialtyF) C) and D)
G) C) and E)

Question 11

Silkskin Cosmetics is advertising its newest line of eye makeup.Made from all-natural ingredients,the products are hypoallergenic.Silkskin is selling the products in specially designed tubes that make application easier.Which of the following is a core customer value for Silkskin's line of eye makeup?

Accepted Answer

A)   the natural ingredients
B)   the Silkskin brand
C)   the products' revolutionary packaging
D)   the hypoallergenic properties of the products
E)   the desire for having beautiful eyesF) A) and B)
G) A) and E)

Question 12

Line extensions occur when a company extends existing brand names to new or modified products in a new category.

Accepted Answer

A) True 
 B)False

Question 13

Orienting and motivating customer-contact employees and supporting service people to work as a team to provide customer satisfaction is known as ________ marketing.

Accepted Answer

A)   social
B)   organizational
C)   differentiated
D)   internal
E)   interactiveF) D) and E)
G) A) and C)

Question 14

Which of the following is a desirable quality for a brand name?

Accepted Answer

A)   The name should be unique and difficult to pronounce to ensure legal protection.
B)   The name should be a common word rather than a distinctive one.
C)   The name should not suggest anything about the product quality.
D)   The name should translate easily into foreign languages.
E)   The name should not be extendable.F) A) and C)
G) C) and D)

Question 15

Life insurance is an example of a convenience product.

Accepted Answer

A) True 
 B)False

Question 16

Brand ________ is the differential effect that knowing the brand name has on customer response to the product and its marketing.

Accepted Answer

A)   capital
B)   loyalty
C)   wealth
D)   esteem
E)   equityF) A) and E)
G) A) and D)

Question 17

Total quality management is an approach in which all of the company's people are involved in constantly improving the quality of products,services,and business processes.

Accepted Answer

A) True 
 B)False

Question 18

Which statement about convenience products is most likely true?

Accepted Answer

A)   They are distributed exclusively in only one or a few outlets per market area.
B)   They are products that consumers rarely consider buying.
C)   Luxury cars and designer clothes are examples of convenience products.
D)   Consumers need to make special purchasing efforts to buy such products.
E)   They are bought by consumers frequently and with minimal comparison.F) A) and B)
G) A) and E)

Question 19

Sweet & Cream,a popular frozen yogurt chain,attracts new customers by adding new flavors to its famous frozen yogurt product line.In this case,the company has developed its brand with ________.

Accepted Answer

A)   brand extensions
B)   line extensions
C)   multibranding
D)   new product lines
E)   co-brandingF) B) and D)
G) D) and E)

Question 20

Product mix depth refers to the ________.

Accepted Answer

A)   number of versions offered for each product in the line
B)   ways in which the various product lines are related
C)   number of different product lines the company carries
D)   total number of items a company carries within its product lines
E)   total market share captured by the entire product lineF) B) and C)
G) A) and E)

Exam 7: Products,Services,and Brands: Building Customer Value

Which of the following is an example of an industrial product grouped under capital items?

Correct Answer
verified

Which link in the service chain emphasizes superior employee selection and training?

Correct Answer
verified

Consumer products that the buyer either does not know about or knows about but does not normally consider buying are referred to as ________ products.

Correct Answer
verified

Marque,a high-end maker of designer watches,has started making inexpensive watches to take advantage of enormous growth rates in low-end market segments.Marque is most likely engaging in ________.

Correct Answer
verified

Sweet & Cream,a popular frozen yogurt chain,attracts new customers by adding new flavors to its famous frozen yogurt product line.In this case,the company has developed its brand with ________.

Correct Answer
verified

Total quality management is an approach in which all of the company's people are involved in constantly improving the quality of products,services,and business processes.

Correct Answer
verified

Specialty products are those products that are primarily purchased for use in conducting a business.

Correct Answer
verified

A laundry detergent that consumers purchase frequently,with minimum comparisons,is an example of a(n) ________ product.

Correct Answer
verified

Which statement about convenience products is most likely true?

Correct Answer
verified

Product mix depth refers to the ________.

Correct Answer
verified

Line extensions occur when a company extends existing brand names to new or modified products in a new category.

Correct Answer
verified

Correct Answer
verified

Support services are an important part of a customer's overall brand experience.

Correct Answer
verified

Brand ________ is the differential effect that knowing the brand name has on customer response to the product and its marketing.

Correct Answer
verified

A ________ is defined as a name,term,sign,symbol,or design,or a combination of these,that identifies the maker or seller of a product or service.

Correct Answer
verified

Which of the following is a desirable quality for a brand name?

Correct Answer
verified

Orienting and motivating customer-contact employees and supporting service people to work as a team to provide customer satisfaction is known as ________ marketing.

Correct Answer
verified

Furniture is an example of a shopping product.

Correct Answer
verified

Life insurance is an example of a convenience product.

Correct Answer
verified

________ products are consumer products and services with unique characteristics or brand identifications for which a significant group of buyers is willing to make more effort than usual to purchase.

Correct Answer
verified

Exam 7: Products,Services,and Brands: Building Customer Value

Which of the following is an example of an industrial product grouped under capital items?

Correct AnswerverifiedShow Answer

Which link in the service chain emphasizes superior employee selection and training?

Correct AnswerverifiedShow Answer

Consumer products that the buyer either does not know about or knows about but does not normally consider buying are referred to as ________ products.

Correct AnswerverifiedShow Answer

Marque,a high-end maker of designer watches,has started making inexpensive watches to take advantage of enormous growth rates in low-end market segments.Marque is most likely engaging in ________.

Correct AnswerverifiedShow Answer

Sweet & Cream,a popular frozen yogurt chain,attracts new customers by adding new flavors to its famous frozen yogurt product line.In this case,the company has developed its brand with ________.

Correct AnswerverifiedShow Answer

Total quality management is an approach in which all of the company's people are involved in constantly improving the quality of products,services,and business processes.

Correct AnswerverifiedShow Answer

Specialty products are those products that are primarily purchased for use in conducting a business.

Correct AnswerverifiedShow Answer

A laundry detergent that consumers purchase frequently,with minimum comparisons,is an example of a(n) ________ product.

Correct AnswerverifiedShow Answer

Which statement about convenience products is most likely true?

Correct AnswerverifiedShow Answer

Product mix depth refers to the ________.

Correct AnswerverifiedShow Answer

Line extensions occur when a company extends existing brand names to new or modified products in a new category.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Support services are an important part of a customer's overall brand experience.

Correct AnswerverifiedShow Answer

Brand ________ is the differential effect that knowing the brand name has on customer response to the product and its marketing.

Correct AnswerverifiedShow Answer

A ________ is defined as a name,term,sign,symbol,or design,or a combination of these,that identifies the maker or seller of a product or service.

Correct AnswerverifiedShow Answer

Which of the following is a desirable quality for a brand name?

Correct AnswerverifiedShow Answer

Orienting and motivating customer-contact employees and supporting service people to work as a team to provide customer satisfaction is known as ________ marketing.

Correct AnswerverifiedShow Answer

Furniture is an example of a shopping product.

Correct AnswerverifiedShow Answer

Life insurance is an example of a convenience product.

Correct AnswerverifiedShow Answer

________ products are consumer products and services with unique characteristics or brand identifications for which a significant group of buyers is willing to make more effort than usual to purchase.

Correct AnswerverifiedShow Answer

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