kotler chapter 8 mcq

8/20/2019 Kotler Chapter 8 MCQ

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Chapter 8 Product, Services, and Branding Strategies: Building Customer Value

1) We define a ________ as anything that can be offered to a market for attention, acquisition,use, or consumption and that might satisfy a want or need.A) private brand

B) service variabiity!) service") product#) service encounter Answer$ ""iff$ 1 %age &ef$ ''(AA!B$ !ommunicationki$ !oncept*b+ective$ -1

') ________ are a form of product that consists of activities, benefits, or satisfactions offered for

sae that are essentiay intangibe and do not resut in the ownership of anything.A) ine e/tensionsB) ervices!) Brands") !onsumer products#) uppementsAnswer$ B"iff$ 1 %age &ef$ ''(AA!B$ !ommunicationki$ !oncept*b+ective$ -1

0) A product is a key eement in the ________. At one e/treme, it may consist of pure tangibegoods or at the other e/treme, pure services.A) market offeringB) brand equity!) brand e/tension") co-branding#) vaue chainAnswer$ A"iff$ 1 %age &ef$ ''(AA!B$ !ommunicationki$ !oncept*b+ective$ -1

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() 6o differentiate themseves, many companies are going beyond products and services, they aredeveoping and deivering customer ________.A) quaityB) e/periences!) brands

") product ines#) eventsAnswer$ B"iff$ ' %age &ef$ ''(AA!B$ !ommunicationki$ !oncept*b+ective$ -1

7) %roduct panners need to consider products and services on three eves. #ach eve adds morecustomer vaue. 6he most basic eve is the ________, which addresses the question, 8What isthe buyer reay buying98

A) actua productB) augmented product!) core customer vaue") co-branding#) e/changeAnswer$ !"iff$ ' %age &ef$ ''7AA!B$ !ommunicationki$ !oncept*b+ective$ -1

:) 6he third eve of a product that product panners must consider is a;n) ________ around thecore benefit and actua product that offers additiona consumer services and benefits.A) brand equityB) augmented product!) brand e/tension") industria product#) imageAnswer$ B"iff$ ' %age &ef$ ''7AA!B$ !ommunicationki$ !oncept*b+ective$ -1

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13) ________ are ess frequenty purchased consumer products and services that customerscompare carefuy on suitabiity, quaity, price, and stye. !onsumers spend much time and effortin gathering information and making comparisons about these products.A) hopping productsB) !onvenience products

!) =nsought products") 4ndustria products#) ine e/tensionsAnswer$ A"iff$ ' %age &ef$ '':ki$ !oncept*b+ective$ -1

11) ________ are consumer products and services with unique characteristics or brandidentification for which a significant group of buyers is wiing to make a specia purchase effort.A) hopping productsB) =nsought products!) peciaty products") 4ndustria products#) ine e/tensionsAnswer$ !"iff$ 1 %age &ef$ '':ki$ !oncept*b+ective$ -1

1') ________ are consumer products that the consumer either does not know about or knowsabout but does not normay think about buying. 6hese products require a ot of advertising, persona seing, and other marketing efforts.A) peciaty productsB) ine e/tensions!) =nsought products") hopping products#) tapesAnswer$ !"iff$ 1 %age &ef$ '':ki$ !oncept*b+ective$ -1

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10) ________ are those products purchased for further processing or for use in conducting a business.A) =nsought productsB) peciaty products!) hopping products

") 4ndustria products#) AccessoriesAnswer$ ""iff$ 1 %age &ef$ ''<ki$ !oncept*b+ective$ -1

1() >ost manufactured materias and parts are sod directy to ________. %rice and service arethe ma+or marketing factors? branding and advertising tend to be ess important.A) consumersB) industria users

!) brand e/tensions") co-branders#) whoesaersAnswer$ B"iff$ ' %age &ef$ ''<ki$ !oncept*b+ective$ -1

17) ________ are industria products that aid in the buyer@s production or operations, incudinginstaations and accessory equipment.A) >ateriasB) %arts!) !apita items") peciaty items#) uppiesAnswer$ !"iff$ ' %age &ef$ ''<ki$ !oncept*b+ective$ -1



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1:) ________ consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organiation.A) %erson marketingB) *rganiation marketing!) 4nterna marketing

") ervice variabiity#) 4nteigence marketingAnswer$ B"iff$ ' %age &ef$ ''AA!B$ !ommunicationki$ !oncept*b+ective$ -1

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1) ________ is defined as the use of commercia marketing concepts and toos in programsdesigned to infuence individuas@ behavior to improve their we being and that of society.A) =nsought product marketingB) 4nterna marketing!) ocia marketing

") %roduct ine#) 4nteractive marketingAnswer$ !"iff$ 1 %age &ef$ ''AA!B$ #thica &easoningki$ !oncept*b+ective$ -1

'3) %ubic heath campaigns to reduce acohoism, drug abuse, smoking, and obesity are ae/ampes of ________.A) speciaty products

B) socia marketing!) shopping products") consumer products#) responsibiity marketingAnswer$ B"iff$ ' %age &ef$ ''AA!B$ #thica &easoningki$ !oncept*b+ective$ -1

'1) "eveoping a product or service invoves defining the benefits that it wi offer. 6hese benefits are communicated and deivered by ________ such as quaity, features, and stye anddesign.A) private brandsB) product attributes!) consumer products") product mi/es#) marketing toosAnswer$ B"iff$ 0 %age &ef$ ''AA!B$ !ommunicationki$ !oncept*b+ective$ -'



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'') ________ is one of the marketer@s ma+or positioning toos because it has a direct impact on product or service performance? it is therefore cosey inked to customer vaue and satisfaction.A) %ackagingB) %roduct quaity!) 6ota quaity management

") peciaty product marketing#) %ositioningAnswer$ B"iff$ ' %age &ef$ ''AA!B$ !ommunicationki$ !oncept*b+ective$ -'

'0) ________ is an approach in which a the company@s peope are invoved in constantyimproving the products, services, and business processes.A) %roduct quaity

B) Brand equity!) 6ota quaity management") peciaty product marketing#) %ositioningAnswer$ !"iff$ ' %age &ef$ '03ki$ !oncept*b+ective$ -'

'() What are the two dimensions of product quaity9A) consistency and eveB) performance and resistance!) design and innovation") conformance and stye#) feature and designAnswer$ A"iff$ ' %age &ef$ '03ki$ !oncept*b+ective$ -'

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'7) Which of the foowing types of quaity refers to freedom from defects and consistency indeivering a targeted eve of performance9A) private brandB) product!) tota quaity management

") conformance#) adherenceAnswer$ ""iff$ ' %age &ef$ '03ki$ !oncept*b+ective$ -'

':) A stripped-down mode without any e/tras is the starting point? a company can create ahigher-eve mode by adding ________.A) co-brandingB) features!) product quaity") service variabiity#) marketsAnswer$ B"iff$ ' %age &ef$ '03ki$ !oncept*b+ective$ -'

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') A sensationa ________ may grab attention and produce peasing aesthetics, but it does notnecessariy improve a product@s performance.A) designB) stye!) e/perience

") service-profit chain#) augmented productAnswer$ B"iff$ ' %age &ef$ '03AA!B$ !ommunicationki$ !oncept*b+ective$ -'

') ________ contributes to a product@s usefuness as we as to its ooks.A) tyeB) "esign

!) %ackage") Brand#) unctionaityAnswer$ B"iff$ ' %age &ef$ '03ki$ !oncept*b+ective$ -'

03) A;n) ________ is a name, term, sign, symbo, design, or a combination of these, thatidentifies the maker or seer of a product or service.A) serviceB) brand!) co-branding") interna marketing#) e/terna marketingAnswer$ B"iff$ 1 %age &ef$ '01AA!B$ !ommunicationki$ !oncept*b+ective$ -'



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01) ________ invoves designing and producing the container or wrapper for a product.A) %ackagingB) %roduct ine!) ervice") Branding

#) abeingAnswer$ A"iff$ 1 %age &ef$ '01ki$ !oncept*b+ective$ -'

0') 4n recent years, product safety and environmenta responsibiity have become ma+or ________ concerns.A) brandingB) packaging!) abeing

") service#) product ineAnswer$ B"iff$ ' %age &ef$ '0'AA!B$ #thica &easoningki$ !oncept*b+ective$ -'

00) At the very east, the ________ identifies the product or brand. 4t might aso describe severathings about the product and promote the brand.A) ine e/tensionB) socia marketing!) abe") speciaty product#) packageAnswer$ !"iff$ 1 %age &ef$ '0'AA!B$ !ommunicationki$ !oncept*b+ective$ -'



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0() 6he ________ requires seers to provide detaied nutritiona information on food products.A) air %ackaging and abeing Act of 1::B) Cutritiona abeing and #ducationa Act of 13!) abeing Act of 1


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(3) An aternative to product ine stretching is ________, adding more items within the presentrange of the ine.A) product mi/B) interactive marketing!) product ine fiing

") co-branding#) service marketingAnswer$ !"iff$ ' %age &ef$ '0(AA!B$ !ommunicationki$ !oncept*b+ective$ -'

(1) When a company engthens its product ine beyond its current range, it is ________.A) product ine fiingB) product ine stretching

!) product mi/ing") increasing product depth#) buiding brand equityAnswer$ B"iff$ ' %age &ef$ '0(AA!B$ !ommunicationki$ !oncept*b+ective$ -'

(') A ________ consists of a the product ines and items that a particuar seer offers for sae.A) product mi/B) brand ine!) consumer mi/") packaging mi/#) ine e/tensionAnswer$ A"iff$ 1 %age &ef$ '0(AA!B$ !ommunicationki$ !oncept*b+ective$ -'

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(0) %roduct mi/ ________ refers to the number of different product ines the company carries.%rocter D Eambe markets '73 brands organied into many product ines.A) engthB) height!) width

") perimeter #) depthAnswer$ !"iff$ ' %age &ef$ '07AA!B$ !ommunicationki$ !oncept*b+ective$ -'

(() %roduct mi/ ________ refers to the number of versions offered of each product in the ine.!rest toothpaste comes in 10 varieties, ranging from !rest >uticare to !rest Baking odaformuations.A) engthB) depth!) height") width#) perimeter Answer$ B"iff$ 0 %age &ef$ '07AA!B$ !ommunicationki$ !oncept*b+ective$ -'

(7) 6he ________ of the product mi/ refers to how cosey reated the various product ines arein end use, production requirements, distribution channes, or some other way.A) engthB) depth!) consistency") width#) perimeter Answer$ !"iff$ 0 %age &ef$ '07AA!B$ !ommunicationki$ !oncept*b+ective$ -'

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(:) A company can increase its business in four ways. Which is C*6 one of these ways9A) 4t can add new product ines, thus widening its product mi/.B) 4t can engthen its e/isting product ines.!) 4t can add more versions of each product and thus deepen its product mi/.") 4t can discontinue some of its ines.

#) 4t can increase the consistency of its product mi/.Answer$ ""iff$ 1 %age &ef$ '07AA!B$ !ommunicationki$ !oncept*b+ective$ -'

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() Which of the foowing is C*6 one of the four consumer perception dimensions used by adagency Foung D &ubicam to measure brand strength9A) brand differentiationB) brand knowedge!) brand vauation

") brand esteem#) brand reevanceAnswer$ !"iff$ 0 %age &ef$ '0:AA!B$ !ommunicationki$ !oncept*b+ective$ -0

73) 6he tota financia vaue of a brand is estimated through the process of brand ________.A) differentiationB) vauation

!) e/tensions") positioning#) equityAnswer$ B"iff$ ' %age &ef$ '0:AA!B$ !ommunicationki$ !oncept*b+ective$ -0

71) 6he fundamenta asset underying brand equity is ________G-the vaue of the customerreationships that the brand creates. A powerfu brand is important, but what it reay represents isa set of oya consumers.A) the customer mi/B) customer equity!) ine equity") service variabiity#) the service encounter Answer$ B"iff$ 0 %age &ef$ '0AA!B$ !ommunicationki$ !oncept*b+ective$ -0

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7') Which of the foowing is the owest eve on which marketers can position their brands intarget customers@ minds9A) interactive marketingB) interna marketing!) product attributes

") strong beiefs and vaues#) added serviceAnswer$ !"iff$ 0 %age &ef$ '0AA!B$ !ommunicationki$ !oncept*b+ective$ -0

70) 6he strongest brands go beyond attributes or benefit positioning? they are positioned on ________.A) desirabe benefit

B) good packaging!) service inseparabiity") strong beiefs and vaues#) customer imageAnswer$ ""iff$ ' %age &ef$ '0AA!B$ !ommunicationki$ !oncept*b+ective$ -0

7() Which of the foowing is C*6 a desirabe quaity for a brand name9A) 4t shoud suggest something about the product@s benefits and quaities.B) 4t shoud be easy to pronounce, recognie, and remember.!) 6he brand shoud amost aways be a ong word to get attention.") 6he name shoud transate easiy into foreign anguages.#) 4t shoud be distinctive.Answer$ !"iff$ ' %age &ef$ '0AA!B$ !ommunicationki$ !oncept*b+ective$ -0

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77) A of the foowing are a manufacturer@s sponsorship options for a product #H!#%6 ________.A) manufacturer@s brandB) mutibrands!) private brand

") icensed brand#) co-brandingAnswer$ B"iff$ ' %age &ef$ '(3ki$ !oncept*b+ective$ -0

7:) 4n the competition between ________ and ________ brands, retaiers have the advantages ofcontroing what products wi be stocked, where products wi be stocked, what prices wi becharged, and which products wi be featured in print promotions.A) nationa? manufacturer@s

B) store? private!) nationa? private") store? icensed#) private? distributor Answer$ !"iff$ ' %age &ef$ '(1ki$ !oncept*b+ective$ -0

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7) or a fee, some companies ________ names or symbos previousy created by othermanufacturers, names of we-known ceebrities, andIor characters from popuar movies and books, any of which can provide an instant and proven brand name.A) serviceB) market

!) package") brand#) icenseAnswer$ #"iff$ ' %age &ef$ '(1AA!B$ !ommunicationki$ !oncept*b+ective$ -0

7) ________ occurs when two estabished brand names of different companies are used on thesame product.

A) A brand e/tensionB) Brand equity!) !o-branding") 4nterna marketing#) !annibaiationAnswer$ !"iff$ ' %age &ef$ '(1AA!B$ !ommunicationki$ !oncept*b+ective$ -0

:3) 4n most ________ situations, one company icenses another company@s we-known brand touse in combination with its own.A) brand e/tensionB) brand equity!) co-branding") interna marketing#) ine e/tensionAnswer$ !"iff$ ' %age &ef$ '('ki$ !oncept*b+ective$ -0

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:1) Which of the foowing is an advantage offered by co-branding9A) >anufacturers do not have to invest in creating their own brand names.B) &etaiers have e/cusive products that cannot be purchased from competitors.!) A company can e/pand its e/isting brand into a category it otherwise might have difficutyentering aone.

") Advertising, saes, promotion, and marketing must be carefuy coordinated.#) Brand equity is stabiied.Answer$ !"iff$ ' %age &ef$ '('ki$ !oncept*b+ective$ -0

:') A company has four choices when it comes to deveoping brands. What is C*6 one of thosechoices9A) ine e/tensionB) brand e/tension!) mutibrands") width and depth e/tension#) new brandsAnswer$ ""iff$ 0 %age &ef$ '('ki$ !oncept*b+ective$ -0

:0) ________ occur;s) when a company introduces additiona items in a given product categoryunder the same brand name, such as new favors, forms, coors, ingredients, or package sies.A) ine e/tensionB) %roduct mi/!) 4nteractive marketing") ervice variabiity#) ervice intangibiityAnswer$ A"iff$ 0 %age &ef$ '('ki$ !oncept*b+ective$ -0

:() A ________ invoves the use of a successfu brand name to aunch new or modified productsin a new category.A) ine e/tension

B) product ine!) brand e/tension") private brand#) brand symboAnswer$ !"iff$ 1 %age &ef$ '(0ki$ !oncept*b+ective$ -0

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:7) Which of the foowing is a potentia drawback of mutibranding9A) !onsumers may become confused about the image of the main brand.B) An overe/tended brand name might ose its specific meaning for consumers.!) "ifferent product features can appea to consumers with different buying motives.") 6he company@s resources may be spread over too many brands.

#) 6he company can occupy more retai shef space.Answer$ ""iff$ 0 %age &ef$ '(0ki$ !oncept*b+ective$ -0

::) Which strategy invoves weeding out weaker brands and focusing marketing doars ony on brands that can achieve the number-one or number-two market share positions in theircategories9A) megabrandB) service inseparabiity!) socia marketing") unsought product#) undifferentiatedAnswer$ A"iff$ ' %age &ef$ '(0ki$ !oncept*b+ective$ -0

:a+or brand marketers often spend huge amounts on advertising to create brand ________and to buid preference and oyaty.A) e/tensionB) awareness!) packaging") interna marketing#) preferenceAnswer$ B"iff$ ' %age &ef$ '((AA!B$ !ommunicationki$ !oncept*b+ective$ -0


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:) Whie advertising campaigns can hep to create name recognition, brand knowedge, andmaybe even some brand preference, brands are not maintained by advertising but by ________.A) marketing e/perienceB) ine e/tensions!) brand e/perience

") product mi/#) word-of-mouth eementsAnswer$ !"iff$ ' %age &ef$ '((AA!B$ !ommunicationki$ !oncept*b+ective$ -0

:) ervice providers must consider four specia characteristics when designing marketing programs. Which is C*6 one of these characteristics9A) intangibiity

B) inseparabiity!) perishabiity") interactive marketing#) variabiityAnswer$ ""iff$ 0 %age &ef$ '((ki$ !oncept*b+ective$ -(


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3) Which of the foowing does C*6 beong to the materias and parts group of industria products9A) farm products such as wheatB) natura products such as iron ore!) repair and maintenance items

") petroeum#) umber Answer$ !"iff$ 1 %age &ef$ ''<AA!B$ &efective 6hinkingki$ Appication*b+ective$ -1

1) Which of the foowing capita items is C*6 considered accessory equipment9A) buidingsB) hand toos

!) ift trucks") desks#) chairsAnswer$ A"iff$ 1 %age &ef$ ''<AA!B$ &efective 6hinkingki$ Appication*b+ective$ -1

') %aper, pencis, ubricants, paint, nais, and brooms are e/ampes of ________.A) suppiesB) capita items!) raw materias") speciaty products#) instaationsAnswer$ A"iff$ 1 %age &ef$ ''<AA!B$ &efective 6hinkingki$ Appication*b+ective$ -1


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0) Eenera #ectric@s campaign stating, 8We bring good things to ife8 is an e/ampe of ________.A) persona marketingB) corporate image marketing!) product quaity

") product ine#) socia marketingAnswer$ B"iff$ ' %age &ef$ ''AA!B$ &efective 6hinkingki$ Appication*b+ective$ -1

() 84 ove Cew Fork8 is an e/ampe of ________.A) corporate image advertisingB) person marketing!) organiation marketing") socia advertising#) pace marketingAnswer$ #"iff$ ' %age &ef$ ''AA!B$ &efective 6hinkingki$ Appication*b+ective$ -1

7) 6he Ad !ounci of America has deveoped doens of ________ marketing campaigns,incuding cassics such as 8mokey the Bear,8 8Jeep America Beautifu,8 and 8*ny Fou !an%revent orest ires.8A) sociaB) brand equity!) service") product ine#) paceAnswer$ A"iff$ 1 %age &ef$ ''AA!B$ &efective 6hinkingki$ Appication*b+ective$ -1


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:) 6o achieve their socia change ob+ectives, socia marketing programs ________.A) utiie ony the promotiona % of the marketing mi/B) utiie ony the promotiona and product %s of the marketing mi/!) work to infuence individuas@ behavior to improve their we-being") utiie a of the %s in the marketing mi/

#) ! and "Answer$ #"iff$ 0 %age &ef$ ''AA!B$ Anaytic kiski$ Appication*b+ective$ -1


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) Which of the foowing is;are) e/ampes of product ine depth9A) hamburger and cheeseburger B) hamburger and fries!) !oke and "iet !oke") A and !

#) a of the aboveAnswer$ ""iff$ 0 %age &ef$ '07AA!B$ &efective 6hinkingki$ Appication*b+ective$ -'

3) !hicken of the ea brand tuna ses more than the same sie Jroger brand tuna, even thoughthe Jroger tuna costs K3.17 ess per can. !hicken of the ea has brand ________.A) e/tensionB) equity

!) speciaty") service#) vauationAnswer$ B"iff$ ' %age &ef$ '0:AA!B$ &efective 6hinkingki$ Appication*b+ective$ -0

1) A manager of a 5oiday 4nn said, 8We have power and vaue in the market and peope arewiing to pay for it.8 6his manager is referring to ________.A) socia marketingB) speciaty products!) brand equity") ine fiing#) product engthAnswer$ !"iff$ ' %age &ef$ '0:AA!B$ &efective 6hinkingki$ Appication*b+ective$ -0


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') !ostco@s Jirkand products are an e/ampe of a;n) ________.A) organiationa brandB) support brand!) private brand") sponsorship brand

#) manufacturer@s brandAnswer$ !"iff$ ' %age &ef$ '(3AA!B$ &efective 6hinkingki$ Appication*b+ective$ -0

0) An appare marketer is panning to aunch an e/isting brand name into a new productcategory. Which brand deveopment strategy is being impemented9A) ine e/tensionB) brand e/tension

!) mutibranding") new brands#) rebrandingAnswer$ B"iff$ ' %age &ef$ '(0AA!B$ &efective 6hinkingki$ Appication*b+ective$ -0

() #ach new i%od product introduction advances the causes of democratiing technoogy andapproachabe innovation. i%od, an e/pert at fostering customer community, has been ranked oneof the Breakaway Brands by the brand consutancy andor Associates. i%od is positioned on ________.A) attributesB) benefits!) variation") seection#) beiefs and vauesAnswer$ #"iff$ ' %age &ef$ '0AA!B$ &efective 6hinkingki$ Appication*b+ective$ -0


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7) >anor %aa Barber@s customers have noticed that the quaity of a haircut depends on who provides it as we as when, where, and how it is provided. What have the customers noticed9A) service intangibiityB) service inseparabiity!) service variabiity

") service perishabiity#) service distinctionAnswer$ !"iff$ ' %age &ef$ '(7AA!B$ &efective 6hinkingki$ Appication*b+ective$ -(

:) 6he impossibiity of a barber storing haircuts for ater sae is an e/ampe of which of thefoowing9A) service intangibiity

B) service inseparabiity!) service variabiity") service perishabiity#) ow-conte/t servicesAnswer$ ""iff$ ' %age &ef$ '(:AA!B$ &efective 6hinkingki$ Appication*b+ective$ -(


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Refer to the scenario below to answer the following questions

5erb >arks buit his enterprise on the faithfu patronage of four speciaty shops and aarge contract from #more "istributors. But after two years, the maker of novety pens and pencis had to rethink his strategy when his two-year contract with #more ended.

5erb buit a company reputation on the manufacture and distribution of a variety ofwooden writing utensis with customied engravings. peciaty shops oved to dispay the products in their fancy, ighted showcases, but such speciaty shops aone were not profitabe.5erb >arks estabished a brand name, known merey as >arks, and decided to e/pand on it.

5erb e/tended his writing utensi ines to incude quis, fet-tip pens, and mutipe-cartridge pens that write in different coors. 5e even added a ine of various grades of personaied stationery and business cards. %erhaps 5erb@s biggest added touch, however, wasthe addition of two saespeope who woud work to e/pain the diverse array of products offered by >arks, as we as nurture e/isting accounts.

8We make an e/ceent product,8 5erb >arks stated, 8and we honor a good guarantee oneverything we se. But et@s face itwe face hundreds of competitorsL We need >arks

representatives out there to hep prospects understand what they shoud demand in something assimpe as a writing too.86he >arks brand was fast-becoming synonymous with top-notch customer service. %art

of the purchase package brought persona visits from the >arks representative, before the purchase and ong after.

) An easier, more comfortabe, more styish transfer of thought onto paper is the ________ of5erb@s offerings.A) tangibe goodB) core customer vaue!) actua product

") augmented product#) pure serviceAnswer$ B"iff$ ' %age &ef$ ''7AA!B$ &efective 6hinkingki$ Appication*b+ective$ -1

) What type of consumer products does >arks manufacture9A) industriaB) convenience!) speciaty") shopping#) unsoughtAnswer$ !"iff$ ' %age &ef$ '':AA!B$ &efective 6hinkingki$ Appication*b+ective$ -1



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133) 6he new fet-tip pens, mutipe-cartridge pens, and quis are a e/ampes of ________.A) product ine fiingB) mutibranding!) megabranding") product ine inconsistencies

#) icensed brandsAnswer$ A"iff$ 1 %age &ef$ '0(AA!B$ &efective 6hinkingki$ Appication*b+ective$ -'

131) A service is anything that can be offered to a market for attention, acquisition, use, orconsumption and that might satisfy a want or need.Answer$ A#"iff$ 1 %age &ef$ ''(

ki$ !oncept*b+ective$ -1

13') ony offers consumers more than +ust camcorders? it provides consumers with a competesoution to their picture-taking probems. 6his offering is caed an augmented product.Answer$ 6&=#"iff$ 0 %age &ef$ ''7AA!B$ &efective 6hinkingki$ Appication*b+ective$ -1

130) =nsought products are products that the customer usuay buys frequenty, immediatey, andwith a minimum of comparison and buying effort.Answer$ A#"iff$ 1 %age &ef$ '':ki$ !oncept*b+ective$ -1

13() hopping products are ess frequenty purchased consumer products and services thatcustomers compare carefuy on suitabiity, quaity, price, and stye.Answer$ 6&=#"iff$ ' %age &ef$ '':ki$ !oncept

*b+ective$ -1

137) tye is a arger concept than design. "esign describes the appearance of a product.Answer$ A#"iff$ 0 %age &ef$ '03ki$ !oncept*b+ective$ -'

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13:) Branding can add consumer vaue to a product.Answer$ 6&=#"iff$ ' %age &ef$ '01AA!B$ !ommunicationki$ !oncept

*b+ective$ -'

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11') A company might stretch its product ine upward to add prestige to its current products.Answer$ 6&=#"iff$ ' %age &ef$ '0(ki$ !oncept*b+ective$ -'

110) A company@s product mi/ has four important dimensions$ width, ength, depth, andconsistency.Answer$ 6&=#"iff$ 1 %age &ef$ '07ki$ !oncept*b+ective$ -'

11() "ove marketers can go beyond the brand@s ceansing cream properties and tak about theresuting benefit of softer skin. 6his is known as product attributes in brand positioning.Answer$ A#

"iff$ 0 %age &ef$ '0AA!B$ &efective 6hinkingki$ Appication*b+ective$ -0

117) Attributes are the east desirabe eve for brand positioning because competitors can easiycopy attributes and customers are more interested in what attributes wi do for them than in theattributes themseves.Answer$ 6&=#"iff$ ' %age &ef$ '0ki$ !oncept*b+ective$ -0

11:) &etaiers and whoesaers who have created their own brandssuch as Wa->art@s am@s

!hoice beverages and food productsare participating in co-branding.Answer$ A#"iff$ 0 %age &ef$ '(1AA!B$ &efective 6hinkingki$ Appication*b+ective$ -0

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11) !ustomers come to know a brand through a wide range of contacts and touch points,incuding word of mouth, persona interactions with company peope, teephone interactions, andcompany Web pages.Answer$ 6&=#"iff$ 1 %age &ef$ '((

AA!B$ !ommunicationki$ !oncept*b+ective$ -0

11) An e/ampe of service variabiity is that within a given >arriott hote, one registration-desk empoyee may be cheerfu and efficient, whereas another may be unpeasant and sow.Answer$ 6&=#"iff$ 0 %age &ef$ '(7AA!B$ &efective 6hinkingki$ Appication*b+ective$ -(

1'3) ervice inseparabiity means that the quaity of services depends on who provides them, aswe as when, where, and how they are provided.Answer$ A#"iff$ ' %age &ef$ '(7ki$ !oncept*b+ective$ -(

1'1) 4n a service business, the customer and front-ine service empoyee interact to create theservice.Answer$ 6&=#"iff$ ' %age &ef$ '(:ki$ !oncept*b+ective$ -(

1'') 6he service-profit chain is the set of a product ines and items that a particuar seer offersfor sae.Answer$ A#"iff$ ' %age &ef$ '(:ki$ !oncept*b+ective$ -(

1'0) *ne aspect of managing service differentiation is the company@s service deivery.Answer$ 6&=#"iff$ ' %age &ef$ '(ki$ !oncept*b+ective$ -(



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1'() !ustomer retention is perhaps the best measure of quaitya service firm@s abiity to hang

on to its customers depends on how consistenty it deivers vaue to them.Answer$ 6&=#"iff$ ' %age &ef$ '(ki$ !oncept

*b+ective$ -(

1'7) Eood service recovery can turn angry customers into oya customers and can even winmore customer purchasing and oyaty than if no probem had occurred in the first pace.Answer$ A#"iff$ ' %age &ef$ '(ki$ !oncept*b+ective$ -(

1':) %roducts and services fa into two broad casses based on the types of consumers that usethem. Came these two broad casses and describe how they are different from each other.Answer$ 6he two broad casses are consumer products and industria products. !onsumer products and servicesthose bought by fina consumersare usuay cassified according toconsumer shopping habits. !onsumer products incude convenience products, shopping products,speciaty products, and unsought products. 4ndustria products are distinguished from consumer products by the purpose for which they were purchased. 4ndustria products are those that are purchased for further processing or for use in conducting a business. 6hese products incude thethree broad categories of materias and parts, capita items, and suppies and services."iff$ ' %age &ef$ '':-''<AA!B$ Anaytic kiski$ Appication*b+ective$ -1

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1') "escribe the roe of packaging.Answer$ %ackaging invoves designing and producing the container or wrapper for a product.%ackaging contains and protects the product, but it aso is used to attract customer attention, todescribe the product, and to make the sae. 4nnovative packaging may give a company an edgeover competitors.

"iff$ 1 %age &ef$ '01AA!B$ !ommunicationki$ Appication*b+ective$ -'

1') #/pain the history of ega concerns about packaging and abes.Answer$ 6he edera 6rade !ommission Act of 11( hed that fase, miseading, or deceptiveabes or packages constitute unfair competition. abes can misead consumers, fai to describeimportant ingredients, or fai to incude needed safety warnings. 6o address this probem, severafedera and state aws reguate abeing. 6he air %ackaging and abeing Act of 1::, fore/ampe, set mandatory abeing requirements, encouraged vountary industry packagingstandards, and aowed federa agencies to set packaging reguations in specific industries. 6he Cutritiona abeing and #ducation Act of 13 requires seers to provide detaied nutritionainformation on food products? the ood and "rug Administration reguates the use of heath-reated terms such as ow-fat, ight, and high-fiber."iff$ 0 %age &ef$ '00AA!B$ #thica &easoningki$ Appication*b+ective$ -'

103) !ompare product mi/ width, ength, consistency, and depth.Answer$ %roduct mi/ width refers to the number of different product ines the company carries? product ength refers to the tota number of products carried in a company@s product ines.!onsistency refers to how cosey reated the various product ines are in end use. %roduct depthrefers to the number of versions offered of each product in the ine."iff$ ' %age &ef$ '07AA!B$ Anaytic kiski$ Appication*b+ective$ -'

101) A manufacturer has four brand sponsorship options. "escribe what they are.Answer$ A manufacturer can aunch its own brand ;manufacturer@s brand or nationa brand). 4tcan se to reseers who give the product a private brand ;or store brand). 4t can market icensed brands, using names or symbos created by other manufacturers, names of ceebrities, or

characters from popuar movies or teevision. inay, a manufacturer can +oin forces withanother company to co-brand a product."iff$ ' %age &ef$ '(3AA!B$ !ommunicationki$ Appication*b+ective$ -0

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10') A company has four choices when it comes to deveoping brands. "escribe what they are.Answer$ 6he company can introduce ine e/tensions, brand e/tensions, mutibrands, or entireynew brands. A ine e/tension invoves e/tending a current brand name to new forms, coors,sies, favors, etc. in one of the company@s e/isting product categories. 4n contrast, a brande/tension e/tends a current brand name to a new or modified product in a new product category.

>utibranding invoves introducing severa brands within the same category. inay a companymay decide that a new brand name is needed, particuary if the power of an e/isting brand nameis decining or the company is entering a new product category."iff$ ' %age &ef$ '('AA!B$ !ommunicationki$ Appication*b+ective$ -0

100) ervices are characteried by four key characteristics. Came and describe these fourcharacteristics.Answer$ 6he four service characteristics are intangibiity, inseparabiity, variabiity, and perishabiity. ervices are intangibe$ they cannot be seen, tasted, fet, heard, or smeed beforethey are bought. ervices are inseparabe$ they are produced and consumed at the same time andcannot be separated from their providers, whether the providers are peope or machines. ervicesare variabe$ their quaity may vary greaty, depending on who provides them and when, where,and how they are provided. ervices are perishabe$ they cannot be stored for ater sae or use."iff$ ' %age &ef$ '(7AA!B$ Anaytic kiski$ Appication*b+ective$ -(

10() Eood service companies focus attention on both customers and empoyees. "escribe whatthe service-profit chain and interna marketing are, and how they differ from each other.Answer$ 6he service-profit chain inks service firm profits with empoyee and customersatisfaction. 6he inks in the service-profit chain are as foows$ interna service quaity eads tosatisfied and productive empoyees, who create greater service vaue, which eads to satisfiedand oya customers, who create heathy service profits and growth. 4nterna marketing by aservice firm refers to training and effectivey motivating its customer-contact empoyees and athe supporting service peope to work as a team to provide customer satisfaction. 6he service- profit chain deas with empoyees and customers. 4nterna marketing deas with trainingempoyees."iff$ 0 %age &ef$ '(:AA!B$ !ommunicationki$ Appication

*b+ective$ -(

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107) 5ow can service providers use a differentiated offer, deivery, and image to avoidcompeting soey on price9Answer$ A service offer can incude innovative features that differentiate the company@s offersfrom competitors. ervice deivery can be differentiated by hiring and training more reiabecustomer-contact peope, deveoping a superior physica environment in which the service is

deivered, and designing a superior deivery process. ervices can aso be differentiated throughsymbos and branding, creating an image that sets a company@s services apart from competitors@."iff$ ' %age &ef$ '(AA!B$ Anaytic kiski$ Appication*b+ective$ -(

10:) Eive an e/ampe of the most basic eve of product, the core benefit.Answer$ #/ampes are numerous. A saon owner, providing simiar services of a day spa, mayfocus on 8pampering yoursef in tota rea/ation.8"iff$ ' %age &ef$ ''7

AA!B$ &efective 6hinkingki$ Appication*b+ective$ -1

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1(3) Eive three e/ampes of shopping products.Answer$ #/ampes may incude washing machines, awn mowers, and furniture."iff$ 1 %age &ef$ '':AA!B$ &efective 6hinkingki$ Appication

*b+ective$ -1

1(1) Eive three e/ampes of speciaty products.Answer$ #/ampes may incude a &oe/ watch, a Naguar sports car, or an around-the-wordcruise."iff$ 1 %age &ef$ '':AA!B$ &efective 6hinkingki$ Appication*b+ective$ -1

1(') What do industria suppies and consumer convenience products have in common9 5ow do

they differ9Answer$ 4ndustria suppies are purchased for further use in conducting a business, whieconvenience products are purchased by fina consumers for persona consumption? both types of products are usuay purchased with a minimum of effort or comparison."iff$ 0 %age &ef$ ''<AA!B$ Anaytic kiski$ Appication*b+ective$ -1

1(0) 5ow does a brand name add vaue to a product9Answer$ Muaity and consistency can be identified through a brand? e/perience with orknowedge of another@s e/perience with a brand heps a buyer know what features, benefits, andquaity to e/pect from a product."iff$ ' %age &ef$ '01AA!B$ Anaytic kiski$ Appication*b+ective$ -'

1(() 5ow might a fower shop engage in ine stretching9Answer$ A fower shop may offer singe-stem, fresh-cut fowers, sod individuay, smaarrangements, bouquets, or arge ceremonia sprays? with ine stretching, the fower shop wioffer a wide array of products geared toward a types of fower buyers."iff$ 0 %age &ef$ '0(

AA!B$ Anaytic kiski$ Appication*b+ective$ -'



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1(7) Why might a company pursue a strategy of ess product ine consistency9Answer$ A company might want to increase its business by buiding a reputation in severa product fieds."iff$ ' %age &ef$ '07AA!B$ Anaytic kis

ki$ Appication*b+ective$ -'

1(:) !onsumers form reationships with products via brands. What might happen that aows aconsumer to move from merey recogniing a brand to preferring a brand9Answer$ A consumer has ikey tried the brand at east once in order to prefer it over others? or, perhaps the consumer prefers a brand merey because he or she has been e/posed to a catchy ador promotiona gimmick."iff$ ' %age &ef$ '0:AA!B$ Anaytic kiski$ Appication

*b+ective$ -0

1(


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173) As a service provider, why might you perceive the buyer-seer reationship in the serviceencounter to be especiay critica9Answer$ !ustomers@ perceptions are estabished during the service encounter. At this time, basedon these perceptions, customers can become oya, ong-term buyers. 4t is critica that serviceseers estabish sound reationships from the beginning.

"iff$ ' %age &ef$ '(

kotler chapter 8 mcq

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