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15 Cards in this Set
- Front
- Back
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Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need is known as which of the following? a) Brand b) Service c) Product d) Product line e) Product mix |
c) Product |
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Products that consumers either are unaware of or do not regularly consider purchasing are which of the following? a) Unsought product b) Industrial product c) Shopping product d) Specialty product e) Convenience product |
a) Unsought product |
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Just In Case, Inc. offers several different kinds of insurance, including health, life, auto, boating, RV, motorcycle, and home insurance. Which of the following best describes the insurance offerings of Just In Case, Inc.? a) Line extensions b) Product extensions c) Market offerings d) Products e) Services |
e) Services |
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The difference in products and services is based on which of the following? a) Availability b) Tangibility c) Production cost d) Promotion methods e) Customer need |
b) Tangibility |
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What is the purpose of social marketing? a) To use marketing tools in order to build relationships between people b) To increase product sales by promoting a "buyer society" c) To promote goods that contribute to the advancement of a hot button societal issue d) To influence consumer behavior in order to enhance societal well-being e) To cause the image of an unpopular product to become more palatable |
d) To influence consumer behavior in order to enhance societal well-being |
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Which of the following is NOT a consideration when creating a product mix? a) Width b) Depth c) Length d) Height e) Consistency |
d) Height |
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Kid Friendly Toothpaste wants to have a greater appeal to its target customers—namely, school aged children. After conducting a market research test, they determined that their packaging was rather dull and boring. Consequently, they changed the toothpaste container from a standard tube to a plastic holder in the shape of several different popular cartoon characters. Which of the following explains the product attribute that Kid Friendly Toothpaste changed? a) Design b) Quality c) Features d) Cost e) Style |
e) Style |
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Which of the following is NOT a reason branding is such an important part of product development? a) Brands help to identify the product b) Customers develop relationships with brands c) Branding makes it easier for companies to develop new products d) Customers attach meaning to brands e) Brands help customers remain consistent in their product purchasing |
c) Branding makes it easier for companies to develop new products |
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Which of the following is the foundation of the service profit chain? a) Customer satisfaction b) Service profits and growth c) Training and work environment d) Productive employees e) Service value |
c) Training and work environment |
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Pauline’s Pampering Spa realizes that it has a problem with its customer service. Customers are leaving the spa unhappy because of how they are treated by the employees. It seems that the employees are either dissatisfied with the job or poorly trained. Which of the following aspects of the service chain does Pauline’s Pampering Spa need to focus on in order to alleviate this situation? a) Greater service value b) Satisfied and productive service employees c) Internal service quality d) Healthy service profits and growth e) Satisfied and loyal customers |
c) Internal service quality |
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So Good Buffet understands that service quality is dependent on several factors: time of day, employee training, employee mood, food quality, etc. Consequently, So Good Buffet has a money back guarantee that is etched in stone—if you are dissatisfied with your experience for any reason; you are entitled to a full refund. Which of the following is the motivation behind So Good Buffet’s refund policy? a) Service inseparability b) Service variability c) Service perishability d) Service intangibility e) Service connectability |
b) Service variability |
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Which of the following does NOT explain why marketing strategies for services must be treated differently than the average product? a) The quality of services is largely employee dependent. b) Services cannot be examined or tried in advance. c) Services cannot be promoted effectively by branding. d) Service quality can be affected by several factors outside of the company’s control. e) Attempts to control efficiency can destroy customer satisfaction. |
c) Services cannot be promoted effectively by branding. |
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Which of the following is NOT an option for a company to use to develop brands? a) Line extensions b) Brand extensions c) Product extensions d) Multibrands e) New brands |
c) Product extensions |
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Mizzani’s Mozzarella and Paulie’s Pizza are famous brands in their own right. However, they have decided to come together to produce a new brand of frozen pizzas called MizzanPaul—pizzas that feature Mizzani’s cheese and Paulie’s signature garlic and oregano crust. Which of the following describes the new MizzanPaul pizza development? a) Multibranding b) Co-branding c) Line development d) Brand development e) Product development |
b) Co-branding |
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The key to strengthening a brand’s position lies primarily in which of the following? a) Creating a high quality product b) Reducing product cost c) Utilizing a creative marketing strategy d) Finding the perfect brand name e) Causing customers to develop an emotional bond
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e) Causing customers to develop an emotional bond |
