CHAPTER 8

WHICH ONE IS INTANGIBLE PRODUCT?

• iPhone

• Car

• Pillow

• Insurance Policy

WHAT IS PERSON MARKETING?

• Activities to create, maintain, or change attitudes towards organization

• activities undertaken to create, maintain, or change attitudes or behavior toward particular places.

• activities undertaken to create, maintain, or change attitudes or behavior toward particular people

• use of commercial marketing concepts and tools in programs designed to bring about social change.

WHAT IS BRANDING?

• container or wrapper for a product

• attached tag or designed graphic that is a part of the package

• name or symbol that identifies maker of a product

• service provided by vendors of various product

HOW A COMPANY CAN INCREASE ITS BUSINESS IN TERMS OF PRODUCT MIX?

• narrow its product mix

• generalize its product mix

• shorten its existing product line

• pursue more product line consistency

These are the advantages of a strong brand equity except..

• High level of consumer brand awareness and loyalty

• less leverage in bargaining with resellers

• Defense against fierce price competition

• Forms the basis for building strong and profitable customer relationships

Marketers can position brands at any of three levels except

• place marketing

• on product attributes

• with a desirable benefit

• on beliefs and values

manufacturer has six sponsorship options

• true

• false

FOUR BRAND DEVELOPMENT STRATEGIES EXCEPT..

• LINE EXTENSIONS

• BRAND EXTENSIONS

• PRODUCT ATTRIBUTES

• MULTI-BRANDING

• NEW BRANDS

"Services cannot be stored or used for later sale"

Which service characteristics does this indicate?

• Intangibility

• Perishability

• Variability

• Inseparability

How many service profit chain exist?

• 5

• 4

• 3

• 2