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Exam 7: Products, services and Brands: Offering Customer Value

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Question 51

Multiple Choice

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Some cinemas offer serious discounts on slow days,such as half price or 'Cheapy' Tuesday.This is an example of a service firm managing the ________ characteristic of services.

A) perishability
B) variability
C) inconsistency
D) inseparability
E) intangibility

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Question 52

Multiple Choice

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You have an upset stomach after overindulging last night.Your partner rushes to the corner convenience store for a bottle of Gavascon,an antacid tablet.This product is a(n) ________ product.

A) unsought
B) convenience
C) augmented
D) shopping
E) specialty

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Question 53

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One aspect of managing service differentiation is the company's service delivery.

A campaign designed to promote a wide range of cultural,sporting or arts-based events is an example of ________.

Customers come to know a brand through a wide range of contacts and touch points,including word of mouth,personal interactions with company employees,telephone interactions and company web pages.

Retailers and wholesalers who have created their own brands-such as Woolworths' Select brand and Coles' Smartbuy brand-are participating in co-branding.

An apparel marketer is planning to launch an existing brand name into a new product category.Which brand development strategy is being implemented?

Differentiate between the core product,the actual product and the augmented product as these concepts apply in the motorcar industry.

Readings Bookstores,an independent small chain based in Melbourne,go beyond mere retail sale of books,CDs and DVDs.Their stores are meeting places and hubs of activities as they host a diverse range of events throughout the year-including book launches,book readings,author signings,seminars,special events and live in-store music performances.Readings seeks to differentiate itself by offering customer experiences with the brand.

Which of the following does NOT belong to the materials and parts group of industrial products?

Good service recovery can turn angry customers into loyal customers and can even win more customer purchasing and loyalty than if no problem had occurred in the first place.

The typical shopper makes ________ purchase decisions in stores and passes by some 300 items per minute.

A company can stretch its product either upward or downward,but not in both directions.

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

The service-profit chain is the set of all product lines and items that a particular seller offers for sale.

The major product line decision involves ________.

In most ________ situations,one company licenses another company's well-known brand to use in combination with its own.

The strongest brands go beyond attributes or benefit positioning;they are positioned on ________.

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

________ consists of activities undertaken to create,maintain or change attitudes or behaviour toward particular people.