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Product, services, and brands: buiding customer value Flashcards | StudBud
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Product, services, and brands: buiding customer value
Product, services, and brands: buiding customer value
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Answers
1
What is an example of a product line?
high school, college, elementary
nike, great value, gucci
chicago, georgia, miami
walmart, kroger, target
2
How many
Branding Strategies
?
5
3
6
4
3
Product line
length
is the number of items in the product line: line stretching and line filling
False
True
4
Internal marketing must precede external marketing.
True
False
5
What is
Product features?
involves designing and producing the container or wrapper for a product
are a competitive tool for differentiating a product
is the level of quality that supports the product’s positioning
is the product’s freedom from defects and consistency
6
Product or service attributes
communicate and deliver the benefits: quality; features; style and design
True
False
7
Brand strategy decisions include
Product attributes
Product beliefs and values
Product benefits
All are correct
8
How many
Personal Product and Service Decisions
?
5
6
4
3
9
What is
Product Quality Level?
is the level of quality that supports the product’s positioning
is a group of products that are closely related
involves designing and producing the container or wrapper for a product
is the product’s freedom from defects and consistency
10
Interactive marketing includes
Service differentiation
Service quality
Service productivity
All are côrrect
11
Interactive marketing
means that
the service firm must orient and motivate its customer contact employees
service quality depends on the quality of the buyer-seller interaction
12
Packaging
involves designing and producing the container or wrapper for a product
True
False
13
Managing service productivity
refers to
Service quantity and quality strategies
Employee recruiting, hiring
All are correct
Training strategies
14
What does
social marketing
use?
marketing tools
social media
commercial marketing concepts and tools
commercial marketing cocpets
15
What is
Brand equity?
is the level of quality that supports the product’s positioning
is the product’s freedom from defects and consistency
competitive tool for differentiating a product from competitors’ products
differential effect that knowing the brand name has on customer response
16
Types of services industries
Government
All are correct
Private not-for-profit organizations
Business services
17
A business can have only one product line
False
True
18
Managing service quality
provides
the cost side of marketing strategies for service firms
a competitive advantage by delivering consistently higher quality
19
....... describes the appearance of the product
Appearance
Design
Style
Look
20
What is the definition of Product Mix?
The total number of product lines a business carries
Goods and services that are similar to one another
the goods and services
all the products and items that a particular seller offers for sale
