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.

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 variability

C) service

D) product

E) service encounter

2) ________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.

A) Line extensions

B) Services

C) Brands

D) Consumer products

E) Supplements

3) A product is a key element in the ________. At one extreme, it may consist of pure tangible goods or at the other extreme, pure services.

A) market offering

B) brand equity

C) brand extension

D) co-branding

E) value chain

4) To differentiate themselves, many companies are going beyond products and services, they are developing and delivering customer ________.

A) quality

B) experiences

C) brands

D) product lines

E) events

5) Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is the ________, which addresses the question, “What is the buyer really buying?”

A) actual product

B) augmented product

C) core customer value

D) co-branding

E) exchange

6) Developing a product or service involves defining the benefits that it will offer. These benefits are communicated and delivered by ________ such as quality, features, and style and design.

A) private brands

B) product attributes

C) consumer products

D) product mixes

E) marketing tools

7) ________ is one of the marketer’s major positioning tools because it has a direct impact on product or service performance; it is therefore closely linked to customer value and satisfaction.

A) Packaging

B) Product quality

C) Total quality management

D) Specialty product marketing

E) Positioning

8) ________ is an approach in which all the company’s people are involved in constantly improving the products, services, and business processes.

A) Product quality

B) Brand equity

C) Total quality management

D) Specialty product marketing

E) Positioning

9) What are the two dimensions of product quality?

A) consistency and level

B) performance and resistance

C) design and innovation

D) conformance and style

E) feature and design

10) Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance?

A) private brand

B) product

C) total quality management

D) conformance

E) adherence

11) Some analysts see ________ as the major enduring asset of a company, outlasting the company’s specific products and facilities.

A) brands

B) convenience products

C) specialty products

D) unsought products

E) staples

12) A key element in a company’s relationship with consumers, a ________ represents consumers’ perceptions and feelings about a product and its performance.

A) product line

B) product experience

C) brand

D) service

E) product attribute

13) Which of the following is NOT one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength?

A) brand differentiation

B) brand knowledge

C) brand valuation

D) brand esteem

E) brand relevance

14) The total financial value of a brand is estimated through the process of brand ________.

A) differentiation

B) valuation

C) extensions

D) positioning

E) equity

15) The fundamental asset underlying brand equity is ________–-the value of the customer relationships that the brand creates. A powerful brand is important, but what it really represents is a set of loyal consumers.

A) the customer mix

B) customer equity

C) line equity

D) service variability

E) the service encounter

16) ________ means that services cannot be separated from their providers, whether the providers are people or machines.

A) Service intangibility

B) Service inseparability

C) Service variability

D) Service perishability

E) Service heterogeneity

17) Which of the following is NOT one of the links in the service-profit chain, linking service firm profits with employee and customer satisfaction?

A) internal service quality

B) evidence management

C) satisfied and productive service employees

D) satisfied and loyal customers

E) healthy service profits and growth

18) Through ________, the service firm trains and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.

A) service inseparability

B) service intangibility

C) service variability

D) internal marketing

E) external marketing

19) Because service quality depends on the quality of buyer-seller interaction during the service encounter, service marketers use ________ to train employees in the art of interacting with customers to satisfy their needs.

A) interactive marketing

B) service differentiation

C) service productivity

D) internal marketing

E) external marketing

20) All of the following are methods for developing a differentiated service offer, delivery, or image EXCEPT ________.

A) offering innovative features

B) increasing the quantity of service by giving up some quality

C) having more reliable customer-contact people

D) developing symbols and branding

E) designing a superior delivery process

21) A service is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need.

22) Sony offers consumers more than just camcorders; it provides consumers with a complete solution to their picture-taking problems. This offering is called an augmented product.

23) Unsought products are products that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort.

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24) Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.

25) Style is a larger concept than design. Design describes the appearance of a product.

26) Branding can add consumer value to a product.

27) Because so many purchase decisions are made in stores, a product’s packaging may be a seller’s last and best chance to influence consumers.

28) Product support services identify the product or brand, describe several things about the product, and promote the product through attractive graphics.

29) Quaker produces a variety of cereals. This variety is called its product line.

30) Cannibalization and customer confusion about product differentiation are two

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