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 variabiity
!) service
") product
#) service encounter 
Answer$ "
"iff$ 1 %age &ef$ ''(
AA!B$ !ommunication
ki$ !oncept
*b+ective$ -1

') ________ are a form of product that consists of activities, benefits, or satisfactions offered for
sae that are essentiay intangibe and do not resut in the ownership of anything.
A) ine e/tensions
B) ervices
!) Brands
") !onsumer products
#) uppements
Answer$ B
"iff$ 1 %age &ef$ ''(
AA!B$ !ommunication
ki$ !oncept
*b+ective$ -1

0) A product is a key eement in the ________. At one e/treme, it may consist of pure tangibe
goods or at the other e/treme, pure services.
A) market offering
B) brand equity
!) brand e/tension
") co-branding
#) vaue chain
Answer$ A
"iff$ 1 %age &ef$ ''(
AA!B$ !ommunication
ki$ !oncept
*b+ective$ -1

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() 6o differentiate themseves, many companies are going beyond products and services, they are
deveoping and deivering customer ________.
A) quaity
B) e/periences
!) brands
") product ines
#) events
Answer$ B
"iff$ ' %age &ef$ ''(
AA!B$ !ommunication
ki$ !oncept
*b+ective$ -1

7) %roduct panners need to consider products and services on three eves. #ach eve adds more
customer vaue. 6he most basic eve is the ________, which addresses the question, 8What is
the buyer reay buying98
A) actua product
B) augmented product
!) core customer vaue
") co-branding
#) e/change
Answer$ !
"iff$ ' %age &ef$ ''7
AA!B$ !ommunication
ki$ !oncept
*b+ective$ -1

:) 6he third eve of a product that product panners must consider is a;n) ________ around the
core benefit and actua product that offers additiona consumer services and benefits.
A) brand equity
B) augmented product
!) brand e/tension
") industria product
#) image
Answer$ B
"iff$ ' %age &ef$ ''7
AA!B$ !ommunication
ki$ !oncept
*b+ective$ -1

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<) %roduct panners must design the actua product and find ways to ________ it in order to
create the bunde of benefits that wi provide the most satisfying customer e/perience.
A) promote
B) package
!) brand
") augment
#) present
Answer$ "
"iff$ 0 %age &ef$ ''7
AA!B$ !ommunication
ki$ !oncept
*b+ective$ -1

) %roducts and services fa into two broad cassifications based on the types of consumers that
use them. Which is one of these broad casses9
A) industria products
B) speciaty products
!) suppies and services
") materias and parts
#) convenience products
Answer$ A
"iff$ ' %age &ef$ '':
ki$ !oncept
*b+ective$ -1

) ________ are products and services bought by fina consumers for persona consumption.
6hese incude convenience products, shopping products, speciaty products, and unsought
 products.
A) ervices
B) !onsumer products
!) ine e/tensions
") 4ndustria products
#) traight e/tensions
Answer$ B
"iff$ 1 %age &ef$ '':
ki$ !oncept
*b+ective$ -1

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13) ________ are ess frequenty purchased consumer products and services that customers
compare carefuy on suitabiity, quaity, price, and stye. !onsumers spend much time and effort
in gathering information and making comparisons about these products.
A) hopping products
B) !onvenience products
!) =nsought products
") 4ndustria products
#) ine e/tensions
Answer$ A
"iff$ ' %age &ef$ '':
ki$ !oncept
*b+ective$ -1

11) ________ are consumer products and services with unique characteristics or brand
identification for which a significant group of buyers is wiing to make a specia purchase effort.
A) hopping products
B) =nsought products
!) peciaty products
") 4ndustria products
#) ine e/tensions
Answer$ !
"iff$ 1 %age &ef$ '':
ki$ !oncept
*b+ective$ -1

1') ________ are consumer products that the consumer either does not know about or knows
about but does not normay think about buying. 6hese products require a ot of advertising,
 persona seing, and other marketing efforts.
A) peciaty products
B) ine e/tensions
!) =nsought products
") hopping products
#) tapes
Answer$ !
"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 products
B) peciaty products
!) hopping products
") 4ndustria products
#) Accessories
Answer$ "
"iff$ 1 %age &ef$ ''<
ki$ !oncept
*b+ective$ -1

1() >ost manufactured materias and parts are sod directy to ________. %rice and service are
the ma+or marketing factors? branding and advertising tend to be ess important.
A) consumers
B) industria users
!) brand e/tensions
") co-branders
#) whoesaers
Answer$ B
"iff$ ' %age &ef$ ''<
ki$ !oncept
*b+ective$ -1

17) ________ are industria products that aid in the buyer@s production or operations, incuding
instaations and accessory equipment.
A) >aterias
B) %arts
!) !apita items
") peciaty items
#) uppies
Answer$ !
"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 organiation.
A) %erson marketing
B) *rganiation marketing
!) 4nterna marketing
") ervice variabiity
#) 4nteigence marketing
Answer$ B
"iff$ ' %age &ef$ ''
AA!B$ !ommunication
ki$ !oncept
*b+ective$ -1

1<) ________ consists of activities undertaken to create, maintain, or change attitudes toward
 particuar peope.
A) !orporate image marketing
B) %erson marketing
!) ocia marketing
") *rganiation marketing
#) 4ntermarket marketing
Answer$ B
"iff$ 1 %age &ef$ ''
AA!B$ !ommunication
ki$ !oncept
*b+ective$ -1

1) ________ invoves activities undertaken to create, maintain, or change attitudes toward
 particuar cities, states, and regions.
A) 4dea marketing
B) %ace marketing
!) *rganiation marketing
") ocia marketing
#) 4nteractive marketing
Answer$ B
"iff$ 1 %age &ef$ ''
AA!B$ !ommunication
ki$ !oncept
*b+ective$ -1

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1) ________ is defined as the use of commercia marketing concepts and toos in programs
designed to infuence individuas@ behavior to improve their we being and that of society.
A) =nsought product marketing
B) 4nterna marketing
!) ocia marketing
") %roduct ine
#) 4nteractive marketing
Answer$ !
"iff$ 1 %age &ef$ ''
AA!B$ #thica &easoning
ki$ !oncept
*b+ective$ -1

'3) %ubic heath campaigns to reduce acohoism, drug abuse, smoking, and obesity are a
e/ampes of ________.
A) speciaty products
B) socia marketing
!) shopping products
") consumer products
#) responsibiity marketing
Answer$ B
"iff$ ' %age &ef$ ''
AA!B$ #thica &easoning
ki$ !oncept
*b+ective$ -1

'1) "eveoping a product or service invoves defining the benefits that it wi offer. 6hese
 benefits are communicated and deivered by ________ such as quaity, features, and stye and
design.
A) private brands
B) product attributes
!) consumer products
") product mi/es
#) marketing toos
Answer$ B
"iff$ 0 %age &ef$ ''
AA!B$ !ommunication
ki$ !oncept
*b+ective$ -'

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0() 6he ________ requires seers to provide detaied nutritiona information on food products.
A) air %ackaging and abeing Act of 1::
B) Cutritiona abeing and #ducationa Act of 13
!) abeing Act of 1<3
") %ackaging Act of 1<3
#) edera 6rade !ommission Act of 13
Answer$ B
"iff$ 0 %age &ef$ '00
AA!B$ #thica &easoning
ki$ !oncept
*b+ective$ -'

07) ________ has been affected by the need to incude unit pricing, open dating, and nutritiona
information.
A) Branding
B) %ackaging
!) abeing
") %roduct ine fiing
#) %roduct mi/ing
Answer$ !
"iff$ ' %age &ef$ '00
AA!B$ !ommunication
ki$ !oncept
*b+ective$ -'

0:) >any companies now use a combination of phone, e-mai, fa/, 4nternet, and other
technoogies to provide ________ .
A) abeing information
B) brand equity
!) support services
") packaging advantages
#) product mi/es
Answer$ !
"iff$ ' %age &ef$ '00
AA!B$ =se of 46
ki$ !oncept
*b+ective$ -'

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0<) A ________ is a group of products that are cosey reated because they function in a simiar
manner, are sod to the same customer groups, are marketed through the same type of outets, or
fa within given price ranges.
A) product ine
B) ine e/tension
!) private brand
") convenience product
#) product bandwidth
Answer$ A
"iff$ ' %age &ef$ '0(
AA!B$ !ommunication
ki$ !oncept
*b+ective$ -'

0) 6he ma+or product ine decision invoves ________.

0) Berkowit %iano !ompany can e/pand its product ine in one of two common ways. Which
of the foowing is one of those ways9
A) interna marketing
B) ine fiing
!) product mi/
") socia marketing
#) ine mi/ing
Answer$ B
"iff$ ' %age &ef$ '0(
AA!B$ !ommunication
ki$ !oncept
*b+ective$ -'

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(3) An aternative to product ine stretching is ________, adding more items within the present
range of the ine.
A) product mi/
B) interactive marketing
!) product ine fiing
") co-branding
#) service marketing
Answer$ !
"iff$ ' %age &ef$ '0(
AA!B$ !ommunication
ki$ !oncept
*b+ective$ -'

(1) When a company engthens its product ine beyond its current range, it is ________.
A) product ine fiing
B) product ine stretching
!) product mi/ing
") increasing product depth
#) buiding brand equity
Answer$ B
"iff$ ' %age &ef$ '0(
AA!B$ !ommunication
ki$ !oncept
*b+ective$ -'

(') A ________ consists of a the product ines and items that a particuar seer offers for sae.
A) product mi/
B) brand ine
!) consumer mi/
") packaging mi/
#) ine e/tension
Answer$ A
"iff$ 1 %age &ef$ '0(
AA!B$ !ommunication
ki$ !oncept
*b+ective$ -'

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