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general business data bank




Question;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 brandB);service variabilityC);serviceD);productE);service encounter2);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 extensionsB);ServicesC);BrandsD);Consumer productsE);Supplements3);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 offeringB);brand equityC);brand extensionD);co-brandingE);value chain;4);To differentiate themselves, many companies are going beyond products and;services, they are developing and delivering customer ________. A);qualityB);experiencesC);brandsD);product linesE);events5);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 productB);augmented productC);core customer valueD);co-brandingE);exchange6) 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 brandsB);product attributesC);consumer productsD);product mixesE);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);PackagingB);Product qualityC);Total quality managementD);Specialty product marketingE);Positioning8) ________ is an approach in which all;the company's people are involved in constantly improving the products;services, and business processes.A);Product qualityB);Brand equityC);Total quality managementD);Specialty product marketingE);Positioning9) What are the two dimensions of product;quality?A);consistency and levelB);performance and resistanceC);design and innovationD);conformance and styleE);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 brandB);productC);total quality managementD);conformance E);adherence11) Some analysts see ________ as the major enduring asset of a;company, outlasting the company's specific products and facilities.A);brandsB);convenience productsC);specialty productsD);unsought productsE);staples12) A key element in a company's;relationship with consumers, a ________ represents consumers' perceptions and;feelings about a product and its performance.A);product lineB);product experienceC);brandD);serviceE);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 differentiationB);brand knowledgeC);brand valuationD);brand esteemE);brand relevance14) The total financial value of a brand;is estimated through the process of;brand ________.A);differentiationB);valuationC);extensionsD);positioningE);equity15) 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 mixB);customer equityC);line equityD);service variabilityE);the service encounter16) ________ means that services cannot be;separated from their providers, whether the providers are people or machines.A);Service intangibilityB);Service inseparabilityC);Service variabilityD);Service perishabilityE);Service heterogeneity17) 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 qualityB);evidence managementC);satisfied and productive service employeesD);satisfied and loyal customersE);healthy service profits and growth18) 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 inseparabilityB);service intangibilityC);service variabilityD);internal marketingE);external marketing19);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 marketingB);service differentiationC);service productivityD);internal marketingE);external marketing20) All of the following are methods for;developing a differentiated service offer, delivery, or image EXCEPT ________.A);offering innovative featuresB);increasing the quantity of service by giving up some qualityC);having more reliable customer-contact peopleD);developing symbols and brandingE);designing a superior delivery process21) 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.124) 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="normaltext">


Paper#47209 | Written in 18-Jul-2015

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