BUS 312: Quiz 5 (Chp. 8)

*Which of the following correctly defines a​ product?*
A. Products include tangible objects and services but not events or people.
B. A product is anything offered to a market that might satisfy a need or want.
C. A product is the overall market offering.
D.Products are tangible goods only.
E. A product consists of the actual product and the augmented product. The core customer value is not part of a product.
B. A product is anything offered to a market that might satisfy a need or want.
*Charles​ Revson, who started​ Revlon, once said​ “We sell​ hope.” Revson was defining the​ __________ of Revlon cosmetics.*
A. core customer value
B. augmented product
C. design
D. branding
E. quality level
A. core customer value
*Product planners think of products on three levels. Which of the following correctly identifies the three​ levels?*
A. The​ branding, the​ packaging, and the core customer value
B. The​ branding, the quality​ level, and the design
C. The core customer​ value, the actual​ product, and the quality level
D. The core customer​ value, the actual​ product, and the augmented product
E. The core customer​ value, the actual​ product, and the​ product’s position
D. The core customer​ value, the actual​ product, and the augmented product
*Typically, consumers put in minimum time and effort when buying products such as laundry​ detergent, candy, and fast food. These types of goods are classified as​ __________ products.*
A. convenience
B. unsought
C. shopping
D. specialty
E. augmented
A. convenience
*Materials and​ parts, capital​ items, and supplies and services are groups of​ __________products.*
A. unsought
B. convenience
C. shopping
D. specialty
E. industrial
E. industrial
*Mothers Against Drunk Driving​ (MADD) runs advertising campaigns aimed at stopping drunk driving and preventing underage drinking. This is an example of​ __________.*
A. corporate image marketing
B. social marketing
C. place marketing
D. organization marketing
E. person marketing
B. social marketing
*Furniture, major​ appliances, clothing, and hotel services are classified as​ __________ products.*
A. specialty
B. industrial
C. shopping
D. unsought
E. convenience
C. shopping
*In determining product​ quality, what are the two dimensions of quality marketers must decide​ upon?*
A. Consistency and packaging
B. Level and price
C. Level and features
D. Consistency and design
E. Level and consistency
E. Level and consistency
*Which of the following statements regarding individual product decisions is​ correct?*
A. Consumers see branding as separate from the product.
B. Product design and product style mean the same thing.
C. The sole function of packaging is to hold and protect a product.
D. Quality is important but it is not used to position products.
E. Customer service is an important element of product strategy.
E. Customer service is an important element of product strategy.
*The number of items in a product line represents the​ __________ and the total number of product lines a company carries represents the​ __________.*
A. product line​ length; product line width
B. product mix​ length; product mix depth
C. product mix​ depth; product line width
D. product line​ length; product mix width
E. product line​ width; product mix length
D. product line​ length; product mix width
*When a company lengthens a product line by adding more items within that lines current​ range, they are​ __________.*
A. stretching the line downward
B. increasing the width of their product mix
C. filling the line
D. stretching the line upward
E. decreasing the depth of the line
C. filling the line
*If a company adds a new product line to its existing​ portfolio, it has increased its​ __________.*
A. product mix width
B. product mix depth
C. product support services
D. product mix consistency
E. product line length
A. product mix width
*A group of products that are closely related because they function in a similar​ manner, are sold to the same customer​ groups, are marketed through the same types of​ outlets, or fall within given price ranges are called​ a(n) __________.*
A. product mix
B. product portfolio
C. product stretch
D. product line
E. product level
D. product line
*Services cannot be​ seen, tasted,​ felt, heard, or smelled before they are bought. In other​ words, services are​ __________.*
A. variable
B. perishable
C. tangible
D. intangible
E. inseparable
D. intangible
*What are the four special service characteristics marketers must consider when designing marketing​ programs?*
A. ​Tangibility, inseparability,​ variability, and perishability
B. ​Intangibility, inseparability,​ conformity, and perishability
C. ​Intangibility, inseparability,​ variability, and substitutability
D. ​Intangibility, inseparability,​ variability, and perishability
E. ​Tangibility, substitutability,​ variability, and conformity
D. ​Intangibility, inseparability,​ variability, and perishability
*One characteristic of services is their variability. What is the main reason for services being​ variable?*
A. Service quality depends on who provides​ them, as well as​ when, where, and how they are provided.
B. Services cannot be stored for later use.
C. Services cannot be​ seen, tasted, or felt before they are bought.
D. Services cannot be separated from their providers.
E. Services are​ tangible, and defects are impossible to prevent.
A. Service quality depends on who provides​ them, as well as​ when, where, and how they are provided.
*For which service characteristic do marketers need to pay close attention to fluctuations in​ demand?*
A. Tangibility
B. Intangibility
C. Variability
D. Perishability
E. Inseparability
D. Perishability
*Which of the following statements about service marketing is​ correct?*
A. Training current employees better and hiring new ones with more skills can increase service productivity.
B. Due to the variability of​ services, top service companies set modest​ service-quality standards.
C. Service marketers cannot differentiate their offerings.
D. Social media is not useful to service marketers.
E. It is easier to define service quality than product quality.
A. Training current employees better and hiring new ones with more skills can increase service productivity.
*Service quality greatly depends on the quality of the buyerdash-seller interaction during the service encounter. This is known as​ __________.*
A. internal marketing
B. image differentiation
C. interactive marketing
D. the service profit chain
E. external marketing
C. interactive marketing
*Walmart created the Great Value brand for their food products and the Equate brand for their​ pharmacy, health, and beauty products. Walmart does not manufacture any of these products. Which type of brand sponsorship is Walmart​ using?*
A. A​ co-brand
B. A national brand
C. A private brand
D. A licensed brand
E. A​ manufacturer’s brand
C. A private brand
*Which of the following best describes brand​ equity?*
A. The return on investment a firm receives from a brand
B. The extent to which two different brands in the same product category are similar
C. The total financial value of a brand
D. That the brand is legally protected from imitation
E. A measure of the​ brand’s ability to capture consumer preference and loyalty
E. A measure of the​ brand’s ability to capture consumer preference and loyalty
*According to the​ text, what are the three levels on which brands can be​ positioned?*
A. Product​ attributes, desirable​ benefits, and brand equity
B. Product​ attributes, desirable​ benefits, and beliefs and values
C. ​Quality, features, and desirable benefits
D. Brand​ equity, brand​ value, and brand sponsorship
E. Product​ attributes, price, and packaging
B. Product​ attributes, desirable​ benefits, and beliefs and values
*When Doritos comes out with new flavors of their tortilla​ chips, what brand development strategy are they​ using?*
A. Line extension
B. New brand
C. Multibrand
D. Brand extension
E. Licensing
A. Line extension
*Duracell is well known for manufacturing and marketing batteries. Recently they launched the Duracell​ Powermat, which is a wireless charger for mobile devices. Which brand development strategy did Duracell use in this​ example?*
A. New brand
B. Brand extension
C. Licensing
D. Line extension
E. Multibrand
B. Brand extension
*Which of the following statements regarding managing brands is​ correct?*
A. Brand audits are only necessary when launching a new brand.
B. ​Customers’ engagement with brands and​ customers’ brand experiences are the key elements in maintaining a​ brand’s position.
C. The only company departments that must truly embrace a brand are sales and marketing.
D. Once a​ brand’s position is firmly​ established, further communicating that position to consumers is a waste of resources.
E. Successful branding is unrelated to managing customer touchpoints.
B. ​Customers’ engagement with brands and​ customers’ brand experiences are the key elements in maintaining a​ brand’s position.