Marketing Chapter 7 Flashcards

Questions and Answers

________ refer to a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible.

Services

Which of the following is a pure tangible good?

shampoo

Which of the following would be considered part of an augmented product rather than that of an actual product or core customer value?

warranty

What is a core customer value for Silkskin's line of eye makeup?

the desire for having beautiful eyes Signup and view all the answers

Which of the following types of products are generally priced the lowest?

convenience products Signup and view all the answers

________ products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.

Convenience Signup and view all the answers

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

convenience Signup and view all the answers

Convenience products are bought by consumers frequently and with minimal comparison.

True Signup and view all the answers

Which of the following is an example of a convenience product?

candy Signup and view all the answers

________ products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.

Shopping Signup and view all the answers

A refrigerator is an example of a(n) ________ product.

shopping Signup and view all the answers

Shopping products are purchased less frequently than convenience products.

True Signup and view all the answers

Which of the following is an example of a shopping product?

television Signup and view all the answers

________ 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.

Specialty Signup and view all the answers

Specialty products are consumer products and services that customers generally buy ________.

without making comparisons Signup and view all the answers

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

unsought Signup and view all the answers

Which of the following is an example of an unsought product?

life insurance Signup and view all the answers

Marketers use aggressive advertising to convince consumers to buy unsought products.

True Signup and view all the answers

Which of the following is an industrial product categorized under materials and parts?

cement Signup and view all the answers

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

factory Signup and view all the answers

Which of the following is an industrial product categorized under supplies and services?

coal Signup and view all the answers

Iron ore is an example of an industrial product that is categorized under ________.

materials and parts Signup and view all the answers

Which category of industrial products includes repair and maintenance?

supplies and services Signup and view all the answers

A&B's Smarter Planet campaign markets A&B as a company that provides innovative solutions that improve the world's IQ. This activity of A&B is an example of ________ marketing.

organization Signup and view all the answers

The use of traditional business marketing concepts and tools to create behaviors that will create individual and societal well-being is called ________ marketing.

social Signup and view all the answers

Which of the following characteristics of a product is defined as 'freedom from defects'?

quality Signup and view all the answers

A company adding new features to a product will most likely compare each feature's value to customers with its ________.

cost to the company Signup and view all the answers

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.

brand Signup and view all the answers

Which of the following terms best describes the process of designing and producing a container or wrapper for a product?

packaging Signup and view all the answers

Which packaging component identifies the product or brand?

label Signup and view all the answers

A product line is most likely too short if managers can ________.

increase profits by adding items Signup and view all the answers

A product line is most likely too long if managers can ________.

increase profits by dropping items Signup and view all the answers

Expanding a product line by adding more items within the present range of the line is known as product line ________.

filling Signup and view all the answers

Lengthening a product line beyond its current range is referred to as product line ________.

stretching Signup and view all the answers

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 ________.

downward stretching Signup and view all the answers

A product mix is also known as a product ________.

portfolio Signup and view all the answers

Product mix length refers to the ________.

total number of items a company carries within its product lines Signup and view all the answers

Product mix width refers to the ________.

number of different product lines the company carries Signup and view all the answers

Product mix depth refers to the ________.

number of versions offered for each product in the line Signup and view all the answers

Consistency of a product mix refers to the ________.

ways in which the various product lines are related Signup and view all the answers

A service is intangible before it is purchased.

True Signup and view all the answers

Service inseparability means that ________.

services become a part of their providers, whether the providers are people or machines Signup and view all the answers

Service variability means that ________.

service quality depends on when, where, and how they are provided Signup and view all the answers

Service perishability means that ________.

services cannot be stored for later sale or use Signup and view all the answers

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

internal service quality Signup and view all the answers

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

internal Signup and view all the answers

The dependence of service quality on the quality of the buyer—seller communication during the service encounter is referred to as ________ marketing.

interactive Signup and view all the answers

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

equity Signup and view all the answers

Flores Fashions promotes its clothing by emphasizing the durability and quality of the fabrics it uses. The company has positioned its brand based on ________.

product attributes Signup and view all the answers

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

The name should translate easily into foreign languages Signup and view all the answers

Xenon, a leading consumer-electronics manufacturing company, markets its products under the company's own brand name. In this case, Xenon has sponsored its products by promoting them as ________ brands.

national Signup and view all the answers

Store brands are also known as ________ brands.

private Signup and view all the answers

Which of the following is an example of licensing?

Berry, a fruit juice company, uses a well-known cartoon character to promote the company's line of children's products and pays the creator of the cartoon character a fee. Signup and view all the answers

________ occurs when two established brand names of different companies are used on the same product.

Co-branding Signup and view all the answers

BerryBerry is a fruit juice company that has traditionally sold three varieties of mixed-fruit juices: DazzleBerry, AquaBerry, and GloBerry. The company wants to add more products to its product line. In this case, which of the following is an example of co-branding by BerryBerry?

BerryBerry teams up with SFX, a sporting goods company, to introduce a line of energy bars called BerryBerry SFX. Signup and view all the answers

________ occurs when a company uses its existing brand name for new forms, colors, sizes, ingredients, or flavors of an existing product category.

Line extension Signup and view all the answers

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 ________.

line extensions Signup and view all the answers

BerryBerry is a fruit juice company that has traditionally sold three varieties of mixed-fruit juices: DazzleBerry, AquaBerry, and GloBerry. The company wants to add more products to its product line. Which of the following is an example of brand extension for BerryBerry?

The company introduces BerryBliss, a dried berry snack mix for kids. Signup and view all the answers

________ involves using an existing brand name for a new product category.

Brand extension Signup and view all the answers

Sportware, a leading shoe manufacturer, markets sneakers under the brand name 'Athletix' and dress shoes under the brand name 'Cameo' in order to target the two different market segments. What branding strategy is most likely being used by Sportware?

multibrands Signup and view all the answers

Study Notes

Product Types and Characteristics

Services are intangible products that provide activities, benefits, or satisfaction for sale.
Convenience products, like candy and shampoo, are bought frequently with minimal comparison or effort.
Shopping products, such as televisions and refrigerators, require careful comparison on quality, price, and style.
Specialty products possess unique characteristics that lead consumers to make extra effort to purchase.
Unsought products, such as life insurance, are often not considered by consumers until marketed aggressively.

Product Structure and Strategy

An augmented product includes additional features like warranties that enhance customer value beyond the core product.
A product mix, or product portfolio, consists of all product lines offered by a company.
Product line filling expands an existing line by adding items within its range, while product line stretching extends beyond its current range.

Branding and Packaging

Brand is defined as the name, term, symbol, or design identifying a seller's product.
Labeling is crucial for identifying the product or brand within its packaging.
National brands are promoted under a company's own brand name, while private brands are known as store brands.
Co-branding combines two established brand names of different companies on the same product for enhanced appeal.

Marketing Concepts

Social marketing utilizes traditional marketing tools to encourage behaviors that benefit society.
Internal marketing focuses on employee engagement and teamwork to ensure customer satisfaction.
Interactive marketing emphasizes the quality of buyer-seller communication during service encounters.

Quality and Service Characteristics

Quality refers to freedom from defects, impacting customer perceptions and decisions.
Service inseparability highlights that services and providers are often indistinguishable.
Service perishability indicates that services cannot be stored and must be delivered in real-time.

Product Extensions and Strategies

Line extension utilizes an existing brand name for new variations of an existing product.
Brand extension introduces a new product category under an existing brand, such as BerryBliss for BerryBerry.
Downward stretching offers cheaper products in response to market demand, targeting lower segments.

Additional Insights

A product line may be too short if new items could increase profits, while a line may be too long if removing items could boost profitability.
Consistency of a product mix refers to how related the various product lines are, influencing marketing strategies.

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Test your knowledge on Marketing concepts with these flashcards focused on Chapter 7. This quiz addresses key definitions related to services, tangible goods, and augmented products. Perfect for reviewing essential marketing principles before your exam.

Marketing Chapter 7 Flashcards

Questions and Answers

________ refer to a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible.

Which of the following is a pure tangible good?

Which of the following would be considered part of an augmented product rather than that of an actual product or core customer value?

What is a core customer value for Silkskin's line of eye makeup?

Which of the following types of products are generally priced the lowest?

________ products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.

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

Convenience products are bought by consumers frequently and with minimal comparison.

Which of the following is an example of a convenience product?

________ products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.

A refrigerator is an example of a(n) ________ product.

Shopping products are purchased less frequently than convenience products.

Which of the following is an example of a shopping product?

________ 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.

Specialty products are consumer products and services that customers generally buy ________.

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

Which of the following is an example of an unsought product?

Marketers use aggressive advertising to convince consumers to buy unsought products.

Which of the following is an industrial product categorized under materials and parts?

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

Which of the following is an industrial product categorized under supplies and services?

Iron ore is an example of an industrial product that is categorized under ________.

Which category of industrial products includes repair and maintenance?

A&B's Smarter Planet campaign markets A&B as a company that provides innovative solutions that improve the world's IQ. This activity of A&B is an example of ________ marketing.

The use of traditional business marketing concepts and tools to create behaviors that will create individual and societal well-being is called ________ marketing.

Which of the following characteristics of a product is defined as 'freedom from defects'?

A company adding new features to a product will most likely compare each feature's value to customers with its ________.

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.

Which of the following terms best describes the process of designing and producing a container or wrapper for a product?

Which packaging component identifies the product or brand?

A product line is most likely too short if managers can ________.

A product line is most likely too long if managers can ________.

Expanding a product line by adding more items within the present range of the line is known as product line ________.

Lengthening a product line beyond its current range is referred to as product line ________.

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 ________.

A product mix is also known as a product ________.

Product mix length refers to the ________.

Product mix width refers to the ________.

Product mix depth refers to the ________.

Consistency of a product mix refers to the ________.

A service is intangible before it is purchased.

Service inseparability means that ________.

Service variability means that ________.

Service perishability means that ________.

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

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

The dependence of service quality on the quality of the buyer—seller communication during the service encounter is referred to as ________ marketing.

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

Flores Fashions promotes its clothing by emphasizing the durability and quality of the fabrics it uses. The company has positioned its brand based on ________.

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

Xenon, a leading consumer-electronics manufacturing company, markets its products under the company's own brand name. In this case, Xenon has sponsored its products by promoting them as ________ brands.

Store brands are also known as ________ brands.

Which of the following is an example of licensing?

________ occurs when two established brand names of different companies are used on the same product.

BerryBerry is a fruit juice company that has traditionally sold three varieties of mixed-fruit juices: DazzleBerry, AquaBerry, and GloBerry. The company wants to add more products to its product line. In this case, which of the following is an example of co-branding by BerryBerry?

________ occurs when a company uses its existing brand name for new forms, colors, sizes, ingredients, or flavors of an existing product category.

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 ________.

BerryBerry is a fruit juice company that has traditionally sold three varieties of mixed-fruit juices: DazzleBerry, AquaBerry, and GloBerry. The company wants to add more products to its product line. Which of the following is an example of brand extension for BerryBerry?

________ involves using an existing brand name for a new product category.

Sportware, a leading shoe manufacturer, markets sneakers under the brand name 'Athletix' and dress shoes under the brand name 'Cameo' in order to target the two different market segments. What branding strategy is most likely being used by Sportware?

Study Notes

Product Types and Characteristics

Product Structure and Strategy

Branding and Packaging

Marketing Concepts

Quality and Service Characteristics

Product Extensions and Strategies

Additional Insights

Studying That Suits You

Description

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