Hospitality Marketing Chapter 9

A brand name derives its value from customer perceptions.
a. True
b. False
a. True
A detailed version of an idea stated in meaningful consumer terms is defined as:
a. Product idea
b. Product concept
c. Product image
d. None of the above
b. Product concept
A high-load environment creates a relaxing mood.
a. True
b. False
b. False
A product image is a detailed version of a product idea stated in meaningful consumer terms.
a. True
b. False
b. False
About ________ percent of all new product ideas come from consumers.
a. 10
b. 28
c. 55
d. 70
b. 28
About ________ percent of new product ideas come from within the company.
a. 10
b. 28
c. 55
d. 70
c. 55
Brand equity is a function of brand loyalty, name awareness, and other factors.
a. True
b. False
a. True
Facilitating products are services or goods that must be present for the guest to use the core product.
a. True
b. False
a. True
In one study, researchers found that about 50 percent of restaurant customers were willing to pay a little more for brand-name products.
a. True
b. False
a. True
In the ________ of the product life cycle, sales decrease and supplies start to exceed demand.
a. Introduction
b. Growth
c. Decline
d. Maturity
d. Maturity
In the ________ phase of the new product development process, prototypes appear for the first time.
a. Idea generation
b. Concept development
c. Test marketing
d. Product development
d. Product development
In the joining phase of the customer delivery system:
a. The customer arrives at the service location
b. The customer consumes the service
c. The customer refers new customers to the service
d. The customer makes the initial inquiry contact
d. The customer makes the initial inquiry contact
It is a commonly accepted fact that some products can avoid ever entering a decline phase.
a. True
b. False
b. False
Market testing is a concept that:
a. Applies to each new product equally
b. Varies with each new product
c. Must be implemented uniformly to each new product
d. May be waived for products that are deemed cleared by the board
b. Varies with each new product
Marketing tests give management the information it needs to make a final decision about:
a. Shelving a product
b. Launching a new product
c. Allocating priority of launch to a product
d. Allocating budget to an existing product
b. Launching a new product
Phase-out is the ideal way of removing a product from the market.
a. True
b. False
a. True
Removing a product after existing stock has been depleted; used when sales for an item are low and costs exceed revenues, such as when a restaurant serves a crabmeat cocktail with sales of only one or two items per week.
a. Phase-out
b. Run-out
c. Exit phase
d. Maturity
b. Run-out
SSTs are a rapidly growing means for increasing customer coproduction in food-service experiences. SST stands for:
a. Self-serving technique
b. Self-service technology
c. Sure selling technique
d. Sure shot technology
b. Self-service technology
The ________ product level answers the question of what is really being bought.
a. Core
b. Supportive
c. Facilitating
d. Augmented
a. Core
The action taken toward a product that may cause harm or customer dissatisfaction.
a. Run-out
b. Drop
c. Phase-out
d. None of the above
b. Drop
The added value endowed on products and services is the:
a. Brand equity
b. Brand mark
c. Brand name
d. Trademark
a. Brand equity
The additional consumer services and benefits built around the actual product are called the:
a. Core product
b. Augmented product
c. Facilitating product
d. Supportive product
b. Augmented product
The detachment phase occurs when a customer is through using a product or service and departs.
a. True
b. False
a. True
The differential effect that knowing the brand name has on customer response to the product and its marketing is termed:
a. Brand presence
b. Brand positioning
c. Brand equity
d. Brand liability
c. Brand equity
The dimension of atmosphere relating to volume and pitch is called:
a. Vocal
b. Volume
c. Aural
d. Visual
c. Aural
The final stage in the new product development process is:
a. Test marketing
b. Commercialization
c. Idea screening
d. Concept testing
b. Commercialization
The main aural dimensions of atmosphere are scent and freshness.
a. True
b. False
b. False
The most important source of new product ideas is:
a. Employees
b. Board members
c. Customers
d. Stockholders
c. Customers
The process of sourcing ideas by inviting broad communities of people is called:
a. External idea sourcing
b. Crowdsourcing
c. Outsourcing
d. None of the above
b. Crowdsourcing
The purpose of “idea screening” is:
a. To generate a great number of ideas in a short time span
b. To segregate ideas into categories based on brands
c. To spot good ideas and drop poor ones as quickly as possible
d. To differentiate between ideas based on brand presence
c. To spot good ideas and drop poor ones as quickly as possible
The services or goods that must be present for the guest to use the core product are called:
a. Supporting products
b. Ancillary products
c. Secondary products
d. Facilitating products
d. Facilitating products
The stage in a product life cycle when sales growth slows or levels off is called:
a. Phase-out
b. Out phase
c. Exit phase
d. Maturity
d. Maturity
The stage of the new product development process where the number of new product ideas is reduced is called:
a. Idea screening
b. Business analysis
c. Concept testing
d. Test marketing
a. Idea screening
When a company envisions a possible product that company managers might offer to the market, it is called:
a. Product idea
b. Product concept
c. Product image
d. None of the above
a. Product idea
Which of the following is not something to which brand can be positioned?
a. Product attributes
b. Product pricing
c. Product benefits
d. Beliefs and values
b. Product pricing