Question 1

The differential effect that knowing the brand name has on customer response to the product and its marketing is termed:

Accepted Answer

A)   Brand presence
B)   Brand positioning
C)   Brand equity
D)   Brand liability

Question 2

The action taken toward a product that may cause harm or customer dissatisfaction is called:

Accepted Answer

A)   Run out
B)   Drop
C)   Phase out
D)   None of the above

Question 3

Which of the following is NOT something to which brand can be positioned?

Accepted Answer

A)   Product attributes
B)   Product pricing
C)   Product benefits
D)   Beliefs and values

Question 4

A brand name derives its value from customer perceptions.

Accepted Answer

A) True 
 B)False

Question 5

Phase-out is the ideal way of removing a product from the market.

Accepted Answer

A) True 
 B)False  True

Question 6

A product image is a detailed version of a product idea stated in meaningful consumer terms.

Accepted Answer

A) True 
 B)False

Question 7

The additional consumer services and benefits built around the actual product are called the:

Accepted Answer

A)   Core product
B)   Augmented product
C)   Facilitating product
D)   Supportive product

Question 8

About ________ percent of new product ideas come from within the company.

Accepted Answer

A)   10
B)   28
C)   55
D)   70

Question 9

The detachment phase occurs when a customer is through using a product or service and departs.

Accepted Answer

A) True 
 B)False

Question 10

In one study, researchers found that about 50 percent of restaurant customers were willing to pay a little more for brand-name products.

Accepted Answer

A) True 
 B)False

Question 11

Those services or goods that must be present for the guest to use the core product are called:

Accepted Answer

A)   Supporting products
B)   Ancillary products
C)   Secondary products
D)   Facilitating products

Question 12

Companies can leverage an existing brand by employing co-branding and ingredient branding.

Accepted Answer

A) True 
 B)False

Question 13

The purpose of "idea screening" is:

Accepted Answer

A)   To generate a great number of ideas in a short time span
B)   To segregate ideas into categories based on brands
C)   To spot good ideas and drop poor ones as quickly as possible
D)   To differentiate between ideas based on brand presence C

Question 14

When a company envisions a possible product that company managers might offer to the market, it is called:

Accepted Answer

A)   Product idea
B)   Product concept
C)   Product image
D)   None of the above

Question 15

Atmosphere is appreciated through the senses. Sensory terms provide descriptions for the atmosphere of a particular set of surroundings. Describe the main sensory channels.

Accepted Answer

The main sensory channels through which ...

Question 16

Which of the following is NOT a desirable quality for a brand name?

Accepted Answer

A)   It should be distinctive.
B)   It should be easy to pronounce.
C)   It should not translate easily into foreign languages.
D)   It should be extendable.

Question 17

Facilitating products are those services or goods that must be present for the guest to use the core product.

Accepted Answer

A) True 
 B)False

Question 18

Hospitality managers need to think about the product on four levels. Briefly describe each level.

Accepted Answer

The four levels that hospitality manager...

Question 19

Define a hospitality industry product.

Accepted Answer

A hospitality industry product refers to...

Question 20

The dimension of atmosphere relating to volume and pitch is called:

Accepted Answer

A)   Vocal
B)   Volume
C)   Aural
D)   Visual C

Exam 9: Designing and Managing Products and Brands: Building Customer Value

The differential effect that knowing the brand name has on customer response to the product and its marketing is termed:

Correct AnswerverifiedShow Answer

The action taken toward a product that may cause harm or customer dissatisfaction is called:

Correct AnswerverifiedShow Answer

Which of the following is NOT something to which brand can be positioned?

Correct AnswerverifiedShow Answer

A brand name derives its value from customer perceptions.

Correct AnswerverifiedShow Answer

Phase-out is the ideal way of removing a product from the market.

Correct AnswerverifiedTrue

A product image is a detailed version of a product idea stated in meaningful consumer terms.

Correct AnswerverifiedShow Answer

The additional consumer services and benefits built around the actual product are called the:

Correct AnswerverifiedShow Answer

About ________ percent of new product ideas come from within the company.

Correct AnswerverifiedShow Answer

The detachment phase occurs when a customer is through using a product or service and departs.

Correct AnswerverifiedShow Answer

In one study, researchers found that about 50 percent of restaurant customers were willing to pay a little more for brand-name products.

Correct AnswerverifiedShow Answer

Those services or goods that must be present for the guest to use the core product are called:

Correct AnswerverifiedShow Answer

Companies can leverage an existing brand by employing co-branding and ingredient branding.

Correct AnswerverifiedShow Answer

The purpose of "idea screening" is:

Correct AnswerverifiedC

When a company envisions a possible product that company managers might offer to the market, it is called:

Correct AnswerverifiedShow Answer

Atmosphere is appreciated through the senses. Sensory terms provide descriptions for the atmosphere of a particular set of surroundings. Describe the main sensory channels.

Correct AnswerAnswered by ExamLex AIThe main sensory channels through which ...View AnswerShow Answer

Which of the following is NOT a desirable quality for a brand name?

Correct AnswerverifiedShow Answer

Facilitating products are those services or goods that must be present for the guest to use the core product.

Correct AnswerverifiedShow Answer

Hospitality managers need to think about the product on four levels. Briefly describe each level.

Correct AnswerAnswered by ExamLex AIThe four levels that hospitality manager...View AnswerShow Answer

Define a hospitality industry product.

Correct AnswerAnswered by ExamLex AIA hospitality industry product refers to...View AnswerShow Answer

The dimension of atmosphere relating to volume and pitch is called:

Correct AnswerverifiedC

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The main sensory channels through which ...
View Answer

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Correct Answer
Answered by ExamLex AI
The four levels that hospitality manager...
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Correct Answer
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A hospitality industry product refers to...
View Answer

Correct Answer
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