TUTORIAL 8 : PRODUCTS, SERVICES AND BRANDS

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.

• market offering

• brand equity

• brand extension

• co-branding

• core customer value

________ 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.

• Shopping products

• Unsought products

• Specialty products

• Industrial products

• Line extensions

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

• Materials

• Parts

• Capital items

• Specialty items

• Supplies

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

• Style

• Design

• Package

• Brand

• Functionality

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

• Branding

• Packaging

• Labeling

• Product line filling

• Product mixing

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 discontinue some of its lines.

• It can increase the consistency of its product mix.

Service providers must consider four special service characteristics when designing marketing programs. Which is NOT one of these characteristics?

• service intangibility

• service inseparability

• service perishability

• service heterogeneity

• service variability

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

• service inseparability

• service intangibility

• service variability

• internal marketing

• external marketing

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.

• internal marketing

• external marketing

• interactive marketing

• service differentiation

• service productivity

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.