general business data bank

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