Service Industry Marketing and Branding Quiz

What are products with a strong sensory or emotional component that play out for the customer over time called?

Which of the following is not a classification of consumer products based on consumer shopping habits?

What are products that consist of activities, benefits, or satisfactions offered for sale that are essentially intangible called?

Which of the following is not an individual product decision?

What do industrial products include?

What do services fall into?

What are the dimensions used to describe the product mix according to the text?

What are the characteristics of services according to the text?

What is the focus of good service companies according to the text?

What are the options for brand sponsorship according to the text?

What are the options for brand development according to the text?

Where does marketing mix planning begin according to the text?

What is the primary function of packaging according to the text?

What are the dimensions of a product mix according to the text?

What are the four major lines in Colgate's product mix according to the text?

What are the four special service characteristics according to the text?

What does the service profit chain link according to the text?

What is emphasized in service businesses according to the text?

Which type of product involves activities to create, maintain, or change attitudes and behavior of target customers toward an organization?

Which type of product is classified based on consumer buying behavior into convenience products, shopping products, specialty products, and unsought products?

What are items consumers do not know about or do not normally consider buying?

What type of products are unique items for which buyers are willing to make a special purchase effort?

Which type of product uses traditional business marketing concepts and tools to encourage behaviors that create individual and societal well-being?

At what levels do marketers make product and service decisions?

What is brand equity?

How can service firms combat price competition?

What is a strategy where two or more brands are presented together to create a new product or service?

What is a key measure of service quality for service firms?

What can strong brands lead to, according to the text?

What is a valuable asset for companies, often exceeding the value of tangible assets?

Products and services fall into two broad classes based on the types of consumers who use them.

Individual product decisions involve product attributes, branding, packaging, labeling, and product support services.

Experiences are products with a strong sensory or emotional component that play out for the customer over time.

Industrial products are those purchased for further processing or for use in conducting a business.

Branding decisions include selecting a brand name and developing a brand strategy.

Services are products that consist of activities, benefits, or satisfactions offered for sale that are essentially tangible.

Companies make decisions about brand positioning, name selection, sponsorship, and development to build brands.

The product mix includes all product lines and items offered by a seller, described by dimensions: width, length, depth, and consistency.

Good service companies focus only on customers, neglecting the importance of employees.

Packaging provides only protection and promotion for products, neglecting economy and convenience.

Most companies produce a single product, rather than a product line.

Services are characterized by being tangible, separable, consistent, and non-perishable.

Convenience products are high-priced items that require minimal effort to purchase.

Shopping products are items that consumers compare carefully before purchasing.

Specialty products are commonly purchased items that consumers are familiar with.

Industrial products are purchased for further processing or for use in conducting a business.

Organization marketing involves activities to create, maintain, or change attitudes and behavior of target customers toward an organization.

Marketers make product and service decisions at four levels: individual product decisions, product line decisions, product mix decisions, and promotional decisions.

Packaging traditionally focused on holding and protecting the product, but poorly designed packages cannot lead to consumer frustration and lost sales.

Product strategy involves building a product line, which is a group of products closely related in function, customer groups, needs, marketing, or price range.

A product mix consists of all the product lines and items that a seller offers for sale, with dimensions of width, length, depth, and consistency.

Colgate's product mix is divided into three major lines: oral care, personal care, and home care, with numerous brands and items within each line.

Four special service characteristics—intangibility, inseparability, variability, and perishability—must be considered when designing marketing programs for products.

Successful service companies focus on the service profit chain, which links service customer satisfaction and firm profits with employee satisfaction through four links.

Strong brands lead to increased customer willingness to pay, bargaining leverage with resellers, and customer loyalty, serving as a barrier to potential competitors.

Co-branding involves presenting two or more brands together to create a new product or service.

Service firms do not face pressure to increase productivity through better training, improved workplace culture, and leveraging technology.

Customer satisfaction and loyalty are not crucial for service firms, leading to repeat purchases and referrals.

Brand equity is the effect of the brand name on customer emotions, attitudes, and behaviors, and it does not contribute to competitive and financial advantages.

Differentiating service offerings, delivery, and image is not essential to combat price competition and create a unique value proposition.