TUTORIAL 8 : PRODUCTS, SERVICES AND BRANDS

Front

Product is a key element in a company's ________, which may, at one extreme, consist of pure tangible goods or, at the other extreme, pure services.

Back

market offering

Front

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

Back

Specialty products

Front

________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment.

Back

Capital items

Front

________ contributes to a product's usefulness as well as to its looks.

Back

Design

Front

________ has been affected by the need to include unit pricing, open dating, and nutritional information.

Back

Labeling

Front

A company can increase its business in four ways. Which is NOT one of these ways? It can add new product lines, thus widening its product mix. It can lengthen its existing product lines. It can add more versions of each product and thus deepen its product mix. It can increase the consistency of its product mix.

Back

It can discontinue some of its lines.

Front

Service providers must consider four special service characteristics when designing marketing programs. Which is NOT one of these characteristics? Options: service intangibility, service inseparability, service perishability, service variability.

Back

service heterogeneity

Front

Through ________, the service firm trains and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.

Back

internal marketing

Front

Because service quality depends on the quality of buyer-seller interaction during the service encounter, service marketers use ________ to train employees in the art of interacting with customers to satisfy their needs.

Back

interactive marketing

Front

Which of the following is NOT a desirable quality for a brand name?
It should suggest something about the product's benefits and qualities.
It should be easy to pronounce, recognize, and remember.
The name should be a long word to get attention.
The name should translate easily into foreign languages.
It should be distinctive.

Back

The name should be a long word to get attention.