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WorksheetsTUTORIAL 8 : PRODUCTS, SERVICES AND BRANDS
Total questions: 34
Worksheet time: 17mins
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.
In the competition between ________ and ________ brands, retailers have the advantages of controlling what products will be stocked, where products will be stocked, what prices will be charged, and which products will be featured in print promotions.
national; manufacturer's
store; private
national; private
store; licensed
private; distributor
________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes.
A line extension
A product mix
Interactive marketing
Service variability
Service intangibility
Which of the following is NOT a recommended method for companies to tap into their customers as sources for new-product ideas?
analyzing customer complaints and questions
relying heavily on customers to know what types of technical products they need
working alongside customers to get ideas and suggestions
turning customers into cocreators
putting products created by their customers on the market
Under what circumstances might it be wise for a company to do little or no test marketing?
when a new product requires a major investment
when management is not sure of the product
when management is not sure of the marketing program
when the product has no substitutes and is new in its category
when the costs of developing and introducing the product are low
In which stage of the PLC would promotional expenditures most likely increase as a company attempts to react to increasing competition?
product development
introduction
growth
maturity
decline
An augmented product is a product that is built around the core benefit and actual product by offering additional consumer services and benefits.
TRUE
FALSE
Style is a larger concept than design. Design describes the appearance of a product.
TRUE
FALSE
Co-branding is a form of product sponsorship that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
TRUE
FALSE
'A product' is described as ...
a thing produced by labour or effort.
a system that provides the public with something it needs.
the work or the quality of work done by somebody when servicing a customer.
Which of the following does NOT define 'a service'?
A system that provides the public with something it needs.
A thing produced by labour or effort.
The work or the quality of work done by somebody when servicing a customer.
Which of the following is considered as 'a service'?
A fast food chain
A farmers' market
An electrical appliance store
A hotel room is classified as ...
a type of food
a personal space
a type of accommodation
The length of time people continue to buy a product
product loyalty
product awareness
brand loyalty
product lifecycle
The ideas and beliefs people have about a brand
brand awareness
brand loyalty
brand name
brand image
The introduction of a product to the market
product range
product launch
product placement
product endorsememt
the tendency to always but a particular brand
brand loyalty
brand image
brand name
product lifecycle
Which effort are typically involved in service process redesign?
eliminating non-value-adding steps
levels of customers participation
service standard and target
shifting to customer service
Level of product divided into 3 which is
core, actual and augmented product
core, actual and auction product
cure, appeal and augmented product
cure actual and awkward product
Which of the following answer closely present about PRODUCT
"What is the buyer really buying". This statement closely define about
Cure product
Actual product
Core product
Augmented product
After sales service, credit service, warranties and delivery was an example of
Actual product
Augmented product
Core Product
Cost product
You and your mom going to CKS to buy some new t-shirt and pencil case before come back to PKK after mid semester break. You are buying a
Unsought product
Specialty product
Convenience product
Shopping product
Blood donation and encyclopedias was an example of
Convenience product
Specialty product
Unsought product
Shopping product
Which of the following was an appropriate example for DECLINE stage product.
