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Questions and Answers
________ refer to a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible.
________ 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?
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?
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?
What is a core customer value for Silkskin's line of eye makeup?
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Which of the following types of products are generally priced the lowest?
Which of the following types of products are generally priced the lowest?
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________ products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.
________ products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.
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A laundry detergent that consumers purchase frequently, with minimum comparisons, is an example of a(n) ________ product.
A laundry detergent that consumers purchase frequently, with minimum comparisons, is an example of a(n) ________ product.
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Convenience products are bought by consumers frequently and with minimal comparison.
Convenience products are bought by consumers frequently and with minimal comparison.
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Which of the following is an example of a convenience product?
Which of the following is an example of a convenience product?
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________ products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.
________ products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.
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A refrigerator is an example of a(n) ________ product.
A refrigerator is an example of a(n) ________ product.
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Shopping products are purchased less frequently than convenience products.
Shopping products are purchased less frequently than convenience products.
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Which of the following is an example of a shopping product?
Which of the following is an example of a shopping product?
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________ 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.
________ 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.
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Specialty products are consumer products and services that customers generally buy ________.
Specialty products are consumer products and services that customers generally buy ________.
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Consumer products that the buyer either does not know about or knows about but does not normally consider buying are referred to as ________ products.
Consumer products that the buyer either does not know about or knows about but does not normally consider buying are referred to as ________ products.
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Which of the following is an example of an unsought product?
Which of the following is an example of an unsought product?
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Marketers use aggressive advertising to convince consumers to buy unsought products.
Marketers use aggressive advertising to convince consumers to buy unsought products.
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Which of the following is an industrial product categorized under materials and parts?
Which of the following is an industrial product categorized under materials and parts?
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Which of the following is an example of an industrial product grouped under capital items?
Which of the following is an example of an industrial product grouped under capital items?
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Which of the following is an industrial product categorized under supplies and services?
Which of the following is an industrial product categorized under supplies and services?
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Iron ore is an example of an industrial product that is categorized under ________.
Iron ore is an example of an industrial product that is categorized under ________.
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Which category of industrial products includes repair and maintenance?
Which category of industrial products includes repair and maintenance?
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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.
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.
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The use of traditional business marketing concepts and tools to create behaviors that will create individual and societal well-being is called ________ marketing.
The use of traditional business marketing concepts and tools to create behaviors that will create individual and societal well-being is called ________ marketing.
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Which of the following characteristics of a product is defined as 'freedom from defects'?
Which of the following characteristics of a product is defined as 'freedom from defects'?
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A company adding new features to a product will most likely compare each feature's value to customers with its ________.
A company adding new features to a product will most likely compare each feature's value to customers with its ________.
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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.
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.
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Which of the following terms best describes the process of designing and producing a container or wrapper for a product?
Which of the following terms best describes the process of designing and producing a container or wrapper for a product?
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Which packaging component identifies the product or brand?
Which packaging component identifies the product or brand?
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A product line is most likely too short if managers can ________.
A product line is most likely too short if managers can ________.
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A product line is most likely too long if managers can ________.
A product line is most likely too long if managers can ________.
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Expanding a product line by adding more items within the present range of the line is known as product line ________.
Expanding a product line by adding more items within the present range of the line is known as product line ________.
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Lengthening a product line beyond its current range is referred to as product line ________.
Lengthening a product line beyond its current range is referred to as product line ________.
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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 ________.
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 ________.
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A product mix is also known as a product ________.
A product mix is also known as a product ________.
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Product mix length refers to the ________.
Product mix length refers to the ________.
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Product mix width refers to the ________.
Product mix width refers to the ________.
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Product mix depth refers to the ________.
Product mix depth refers to the ________.
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Consistency of a product mix refers to the ________.
Consistency of a product mix refers to the ________.
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A service is intangible before it is purchased.
A service is intangible before it is purchased.
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Service inseparability means that ________.
Service inseparability means that ________.
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Service variability means that ________.
Service variability means that ________.
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Service perishability means that ________.
Service perishability means that ________.
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Which link in the service chain emphasizes superior employee selection and training?
Which link in the service chain emphasizes superior employee selection and training?
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Orienting and motivating customer-contact employees and supporting service people to work as a team to provide customer satisfaction is known as ________ marketing.
Orienting and motivating customer-contact employees and supporting service people to work as a team to provide customer satisfaction is known as ________ marketing.
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The dependence of service quality on the quality of the buyer—seller communication during the service encounter is referred to as ________ marketing.
The dependence of service quality on the quality of the buyer—seller communication during the service encounter is referred to as ________ marketing.
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Brand ________ is the differential effect that knowing the brand name has on customer response to the product and its marketing.
Brand ________ is the differential effect that knowing the brand name has on customer response to the product and its marketing.
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Flores Fashions promotes its clothing by emphasizing the durability and quality of the fabrics it uses. The company has positioned its brand based on ________.
Flores Fashions promotes its clothing by emphasizing the durability and quality of the fabrics it uses. The company has positioned its brand based on ________.
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Which of the following is a desirable quality for a brand name?
Which of the following is a desirable quality for a brand name?
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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.
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.
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Store brands are also known as ________ brands.
Store brands are also known as ________ brands.
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Which of the following is an example of licensing?
Which of the following is an example of licensing?
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________ occurs when two established brand names of different companies are used on the same product.
________ occurs when two established brand names of different companies are used on the same product.
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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 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?
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________ occurs when a company uses its existing brand name for new forms, colors, sizes, ingredients, or flavors of an existing product category.
________ occurs when a company uses its existing brand name for new forms, colors, sizes, ingredients, or flavors of an existing product category.
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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 ________.
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 ________.
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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?
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?
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________ involves using an existing brand name for a new product category.
________ involves using an existing brand name for a new product category.
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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?
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?
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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.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Description
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.
