Chapter 9 Product, Services, and Branding Strategies Multiple Choice 1.

If you are looking for enlightenment in all the wrong places, _____ companies are eager to help. Feeling good is the new religion. These companies are the newest of the new prophets, turning the old notion of hope in a jar on its head. a. auto b. cosmetics c. toy d. food (b !oderate p. "#$% ". Tony and Tiny ha&e a _____ company with a mission statement' (To aid in the e&olution of human consciousness.) *e think color therapy is going to be the new medicine,) said Tony. a. auto b. cosmetic c. toy d. food (b !oderate p. "#+% ,. -t the $. store in .o/o, you buy things that are (energi0ing,) (nurturing,) or (adoring.) /ere are products that are not intended to make you look better, but to make you act better, feel better, and be a better person. *hat kind of a store is this1 a. food b. toy c. electronics d. cosmetics (d 2asy p. "#+% 3. _____, the 4eneral !otors of the cosmetics world, has a passionately held belief that the appeal is first the spirituality, and then the products. a. -&on 5ompany b. /ea&en .ent 5ompany c. 2stee 6auder 5ompanies d. 7roctor and 4amble (c 5hallenging p. "#+%

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The cosmetic9s image, its promises and positioning, its ingredients, its name and package, the company that makes it, the stores that sell it:all become a part of the total cosmetic product. *hat is one thing they do not try to sell1 a. lifestyle b. self;e<pression c. ser&ice;profit chain d. achie&ement (c 2asy p."#+% +. *e define a _____ as anything that can be offered to a market for attention, ac=uisition, use, or consumption and that might satisfy a want or need. a. pri&ate brand b. ser&ice &ariability c. ser&ice d. product (d 2asy p. "#+% #. _____ are a form of product that consists of acti&ities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. a. 6ine e<tensions b. .er&ices c. >rands d. 5onsumer products (b 2asy p. "#+% 8. 7roduct is a key element in _____. -t one e<treme, it may consist of pure tangible goods or at the other e<treme pure ser&ices. a. market offering b. brand e=uity c. brand e<tension d. co;branding (a 2asy p. "##% ?. !any companies are mo&ing to a new le&el in creating &alue for their customers. They are de&eloping and deli&ering total customer e<periences. *hereas products are tangible and ser&ices are intangible, e<periences are _____. a. product =uality b. memorable c. unsought product d. internal marketing (b !oderate p. "##%

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1@. 7roduct planners need to think about products and ser&ices on three le&els. 2ach le&el adds more customer &alue. The most basic le&el is the _____, which addresses the =uestion, (*hat is the buyer really buying1) a. actual product b. augmented product c. core benefit d. co;branding (c 5hallenging p. "#?% 11. 7roduct planners need to think about products and ser&ices on three le&els. The third le&el is that the product planners must build on a(n% _____ around the core benefit and actual product by offering additional consumer ser&ices and benefits. a. augmented product b. brand e=uity c. brand e<tension d. industrial product (a 5hallenging p. "#?% 1". 7roduct planners must design the actual product and find ways to _____ it in order to create the bundle of benefits that will pro&ide the most satisfying customer e<perience. a. core benefit b. package c. brand d. augment (d 5hallenging p. "#?% 1,. 7roducts and ser&ices fall into two broad classes based on the types of consumers that use them. *hich is one of these broad classes1 a. industrial products b. brand e=uity c. co;branding d. brand e<tension (a !oderate p. "81% 13. _____ are products and ser&ices bought by final consumers for personal consumption. These include con&enience products, shopping products, specialty products, and unsought products. a. .er&ices b. 5onsumer products c. 6ine e<tensions d. Industrial products (b 2asy p. "8@%

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1$. _____ are less fre=uently purchased consumer products and ser&ices that customers compare carefully on suitability, =uality, price, and style. 5onsumers spend much time and effort in gathering information and making comparisons. a. .hopping products b. >rands c. .er&ices d. Industrial 7roducts (a !oderately p. "8@% 1+. _____ are consumer products and ser&ices with uni=ue characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. a. .hopping products b. Ansought products c. .pecialty products d. Industrial 7roducts (c !oderate p. "8@% 1#. _____ are consumer products that the consumer either does not know about or knows about but does not normally think about buying. These products re=uire a lot of ad&ertising, personal selling, and other marketing efforts. a. .pecialty products b. 6ine e<tensions c. Ansought products d. .hopping products (c 2asy p. "81% 18. _____ are those products purchased for further processing or for use in conducting a business. a. Ansought products b. .pecialty products c. .hopping products d. Industrial products (d 2asy p. "81% 1?. The three groups of industrial products and ser&ices include all of the following e<cept _____. a. materials and parts b. capital items c. maintenance and operations d. supplies and ser&ices (c !oderate p. "81%

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"@. Bne of the three groups of industrial products includes materials and parts. *hich is not one of the material parts1 a. farm products such as wheat b. natural products such as iron ore c. nonraw materials d. petroleum (c 2asy p. "81% "1. !anufactured materials and parts are sold directly to _____. 7rice and ser&ice are the major marketing factors branding and ad&ertising tend to be less important. a. consumers b. industrial users c. brand e<tensions d. co;branders (b 5hallenging p. "81% "". _____ are industrial products that aid in the buyer9s production or operations, including installations and accessory e=uipment. a. !aterials b. 7arts c. 5apital items d. .pecialty products (c !oderate p. "81% ",. *hich of the following capital items is not considered an accessory part of e=uipment1 The billing department needs to know so they can be classified correctly. a. buildings b. hand tools c. lift trucks d. desks (a !oderate p. "81% "3. The final group of business products is _____ and _____. These include paper, pencils, lubricants, paint, nails, and brooms. a. supplies ser&ices b. capitals installations c. raw materials farm products d. specialty products unsought products (a 2asy p. "8"%

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"$. _____ consists of acti&ities undertaken to create, maintain, or change the attitudes and beha&ior of target consumers toward an organi0ation. a. 7erson marketing b. Brgani0ation marketing c. Internal marketing d. .er&ice &ariability (b 5hallenging p. "8"% "+. *hat is a major tool companies use to market themsel&es to &arious publics : such as 4eneral 2lectric states, (*e bring good things to life)1 a. person marketing b. corporate image ad&ertising c. product =uality d. product line (b 5hallenging p. "8"% "#. _____ consists of acti&ities undertaken to create, maintain, or change attitudes or beha&ior toward particular people. a. 5orporate image ad&ertising b. Brgani0ation marketing c. 7erson marketing d. .ocial marketing (a !oderate p. "8"% "8. _____ in&ol&es acti&ities undertaken to create, maintain, or change attitudes towards particular cities, states, and regions. Te<as ad&ertises (it9s like a whole other country.) a. Idea marketing b. 7lace marketing c. .ocial marketing d. Interacti&e marketing (b 2asy p. "8"% "?. _____ can also be marketed. In one sense, all marketing is the marketing of this. It can be specific such as 5rest toothpastes (create smiles e&ery day.) a. 5o;branding b. Internal marketing c. Ideas d. Ansought products (c !oderate p. "8,%

188

,@. _____ is defined as the use of commercial marketing concepts and tools in programs designed to influence indi&idual9s beha&ior to impro&e their well;being and that of society. a. Ansought product b. Internal marketing c. .ocial marketing d. 7roduct line (c 2asy p. "8,% ,1. !arketing efforts, which include public health campaigns to reduce smoking, alcoholism, drug abuse, and o&ereating are called _____. a. specialty product b. social marketing c. shopping product d. consumer product (b !oderate p. "8,% ,". The -d 5ouncil of -merica has de&eloped do0ens of _____ ad&ertising campaigns, including classics such as (.moky >ear,) (Ceep -merica >eautiful,) and (Bnly Dou 5an 7re&ent Forest Fires.) a. social b. brand e=uity c. ser&ice d. product line (a !oderate p. "8"% ,,. Ee&eloping a product or ser&ice in&ol&es defining the benefits that it will offer. These benefits are communicated and deli&ered by _____ such as =uality, features, and style and design. a. pri&ate brand b. product attributes c. consumer product d. product mi< (b 5hallenging p. "8,% ,3. _____ is one of the marketer9s major positioning tools. It has a direct impact on product or ser&ice performance thus, it is closely linked to customer &alue and satisfaction. a. 7ackaging b. 7roduct =uality c. .ocial marketing d. .pecialty product (b 2asy p. "8,%

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,$. _____ is an approach in which all the company9s people are in&ol&ed in constantly impro&ing the products, ser&ices, and business processes. a. 7roduct =uality b. >rand e=uity c. Total =uality management d. .pecialty product (c 2asy p. "83% ,+. Dou ha&e just read an article on the latest research about product =uality. Dou want to tell your super&isor that product =uality has two dimensions. *hat is one of these dimensions1 a. consistency b. brand c. con&enience product d. specialty product (a 2asy p. "83% ,#. >eyond =uality le&el, high =uality also can mean high le&els of =uality consistency. /ere, product =uality means _____ : freedom from defects and consistency in deli&ering a targeted le&el of performance. a. pri&ate brand b. product =uality c. total =uality management d. conformance =uality (d 5hallenging p. "83% ,8. - product can be offered with &arying _____. - stripped;down model, one without any e<tras, is the starting point. a. co;branding b. features c. product =uality d. ser&ice &ariability (b 2asy p. "83% ,?. The company periodically sur&eys buyers who ha&e used a product and ask =uestions such as, (*hich specific features of the product do you like the most1) The company can then assess each feature9s _____ to customers &ersus its _____ to the company. a. cost line e<tension b. cost ser&ice c. &alue cost d. ser&ice line e<tension (c 5hallenging p. "83%

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3@. - sensational _____ may grab attention and produce pleasing aesthetics, but it does not necessarily make the product perform better. a. design b. style c. &ariable d. ser&ice;profit chain (b !oderate p. "83% 31. _____ is more than skin deep:it goes to the &ery heart of the product. It contributes to a product9s usefulness as well as to its looks. a. .tyle b. Eesign c. 7acking d. >rand (b 2asy p. "83% 3". 4ood style and design can do many things. *hat is one thing it cannot do1 a. attract attention b. impro&e product performance c. cut production costs d. cause unsought product reputation (d 2asy p. "83% 3,. -(n% _____ is a name, term, sign, symbol, design, or a combination of these, that identifies the maker or seller of a product or ser&ice. a. ser&ice b. brand c. co;branding d. internal marketing (b 2asy p. "8$% 33. _____ in&ol&es designing and producing the container or wrapper for a product. a. 7ackaging b. 7roduct line c. .er&ice d. >randing (a 2asy p. "8+% 3$. 6ike Few 7roducts wants to impro&e its packaging after reading customer responses to its customer opinion poll. *hich is not a function of packaging1 a. Its purpose is to contain and protect the product. b. It contains the brand mark. c. It protects children. d. It determines product =uality. (d !oderate p. "8+%

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3+. -t the &ery least, the _____ identifies the product or brand. It might also describe se&eral things about the product. a. line e<tension b. social marketing c. label d. specialty product (c 2asy p."88% 3#. 6abels may mislead customers, fail to describe important ingredients, or fail to include needed safety warnings. -s a result, se&eral federal and state laws regulate labeling. The most prominent is the _____. a. 5o;branding -ct of 1?#" b. 6abeling -ct of 1?#@ c. 7ackaging -ct of 1?+8 d. Fair 7ackaging and 6abeling -ct (d 2asy p. "88% 38. _____ re=uires sellers to pro&ide detailed nutritional information on food products, and recent sweeping acts by the Food and Erug -dministration regulate the use of health;related terms such as low;fat, light, and high fiber. a. Fair 7ackaging and 6abeling -ct of 1?++ b. The Futritional 6abeling and 2ducational -ct of 1??@ c. 6abeling -ct of 1?#@ d. 7ackaging -ct of 1?#@ (b !oderate p. "88% 3?. 5ustomer ser&ice is another element of product strategy. The first step is to sur&ey customers periodically to asses the &alue of current ser&ices and to obtain ideas for new ones. From this careful monitoring, 5adillac has learned that buyers are &ery upset by repairs that are not done correctly the first time. *hat is the name of these types of ser&ices1 a. brand e=uity ser&ices b. product support ser&ices c. social marketing ser&ices d. unsought product ser&ices (b 5hallenging p. "88% $@. - _____ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within gi&en price ranges. a. product line b. line e<tension c. pri&ate brand d. con&enience product (a !oderate p. "8?%

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$1. >erkowit0 7iano 5ompany can lengthen its product line in one of two common ways. *hich is one of these ways that might pro&e producti&e1 a. internal marketing b. line filling c. product mi< d. social marketing (b 2asy p. "8?% $". -n alternati&e to product line stretching is _____ : adding more items within the present range of the line. There are se&eral reasons for doing this some are to reach for e<tra profits, satisfy dealers, use e<cess capacity, and to plug holes to keep out competitors. a. product mi< b. interacti&e marketing c. product line filling d. co;branding (c 5hallenging p. "8?% $,. -n organi0ation with se&eral product lines has a _____. This consists of all the product lines and items that a particular seller offers for sale. a. product mi< b. brand line c. consumer mi< d. packaging mi< (a !oderate p. "?@% $3. 7roduct mi< _____ refers to the number of different product lines the company carries. 7rocter G 4amble markets "$@ brands organi0ed into many product lines. a. length b. height c. width d. perimeter (c !oderate p. "?@% $$. 7roduct line _____ refers to the number of &ersions offered of each product in the line. 5rest toothpaste comes in 1, &arieties, ranging from 5rest !ulticare to 5rest >aking .oda formulations. a. length b. depth c. height d. width (b 5hallenging p. "?@%

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$+. The _____ of the product mi< refers to how closely related the &arious product lines are in end use, production re=uirements, distribution channels, or some other way. a. depth b. length c. width d. consistency (d !oderate p. "?@% $#. - company can increase its business in four ways. *hich is not one of these ways1 a. It can add new product lines, thus widening its product mi<. b. It can lengthen its e<isting product lines. c. It can add more &ersions of each product and thus deepen its product mi<. d. The company can discontinue some of its lines. (d 2asy p. "?1% $8. .ome analysts see _____ as the major enduring asset of a company, outlasting the company9s specific products and facilities. a. brands b. con&enience products c. specialty products d. unsought products (a 2asy p. "?1% $?. 5hicken of the .ea brand tuna sells more than the same si0e Croger brand tuna e&en though the Croger tuna costs H@.1$ less per can. This is known as brand _____. a. e<tension b. e=uity c. specialty d. ser&ice (b !oderate p. "?1% +@. The fundamental asset underlying brand e=uity is _____ : the &alue of the customer relationships that the brand creates. - powerful brand is important, but what it really represents is a set of loyal customers. a. customer mi< b. customer e=uity c. line e=uity d. ser&ice &ariability (b 5hallenging p. "?1%

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+1. !arketers need to position their brands clearly in target customers minds. They can position brands at any of three le&els. -t the lowest le&el, they can position the brand on _____. a. interacti&e marketing b. internal marketing c. product attributes d. strong beliefs and &alues (c !oderate p."?"% +". !arketers need to position their brands clearly in target customers9 minds. The strongest brands go beyond attribute or benefit positioning. They are positioned on _____. a. desirable benefit b. good packaging c. ser&ice inseparability d. strong beliefs and &alues (d 2asy p. "?"% +,. Eesirable =ualities for a brand name include all of the following e<cept _____. a. It should suggest something about the product9s benefits and =ualities. b. It should be easy to pronounce, recogni0e, and remember. c. The brand should almost always be a long word to get attention. d. The name should translate easily into foreign languages. (c 5hallenging pp. "?";"?,% +3. !anufacturers9 brands ha&e long dominated the retail scene. In recent times, howe&er, an increasing number of retailers and wholesalers ha&e created their own _____ (or store brands%. a. slotting fees b. pri&ate brands c. specialty product d. ser&ice &ariability (b 2asy p. "?,% +$. In the so;called battle of the brands between manufacturers9 and pri&ate brands, _____ ha&e many ad&antages. They control what products they stock, where they go on the shelf, and which ones they will feature in local circulars. a. unsought products b. con&enience products c. specialty products d. retailers (d !oderate p."?,%

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++. !ost retailers also charge manufacturers _____ : payments demanded by retailers before they will accept new products and find a place for them on the shel&es. a. slotting fees b. pri&ate fees c. line e<tension fees d. product line fees (a 2asy p. "?3% +#. !ost manufacturers take years and spend millions to create their own brand names. /owe&er, some companies _____ names or symbols pre&iously created by other manufacturers, names of well;known celebrities, andIor characters from popular mo&ies and books. For a fee, any of these can pro&ide an instant and pro&en brand name. a. ser&ice b. license c. market d. package (b !oderate p. "?3% +8. _____ occurs when two established brand names of different companies are used on the same product. a. >rand e<tension b. >rand e=uity c. 5o;branding d. Internal marketing (c !oderate p. "?$% +?. In most _____ situations, one company licenses another company9s well;known brand to use in combination with its own. a. brand e<tension b. brand e=uity c. co;branding d. internal marketing (c 2asy p. "?$% #@. -s one Fabisco manager puts it, )4i&ing away your brand is a lot like gi&ing away your _____ : you want to make sure e&erything is perfect.) a. package b. product line c. child d. product =uality (c 2asy p. "?+%

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#1. - company has four choices when it comes to de&eloping brands. *hat is not one of those choices1 a. line e<tension b. brand e<tension c. multibrands d. width and depth e<tension (d 5hallenging p. "?+% #". _____ occur(s% when a company introduces additional items in a gi&en product category under the same brand name, such as new fla&ors, forms, colors, ingredients, or package si0es. a. 6ine e<tensions b. 7roduct mi< c. Interacti&e marketing d. .er&ice &ariability (a !oderate p. "?+% #,. Bne risk of _____ is that sales may come at the e<pense of other items in the line. It works best when it takes sales away from competing brands, not when it (cannibali0es) the company9s other items. a. brand e<tension b. line e<tension c. packaging d. social marketing (b !oderate p. "?+% #3. - _____ in&ol&es the use of a successful brand name to launch new or modified products in a new category. a. brand e=uity b. product line c. brand e<tension d. pri&ate brand (c !oderate p. "?+% #$. _____ offer(s% a way to establish different features and appeal to different buying moti&es. It also allows a company to lock up more reseller shelf space. Br the company may want to protect its major brand by setting up flanker or fighter brands. a. Few brands b. Interacti&e marketing c. 7roduct =uality d. !ultibrands (d 5hallenging p. "?#%

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#+. Jetailers ha&e become concerned that there are already too many brands, with too few differences between them. Thus, 7rocter G 4amble and other large consumer; product marketers are now pursuing _____ strategies:weeding out weaker brands and focusing their marketing dollars only on brands that can achie&e the number; one or number;two market share positions in their categories. a. megabrand b. ser&ice inseparability c. social marketing d. unsought product (a !oderate p. "?#% ##. 5ompanies must carefully manage their brands. First, the brand9s positioning must be continuously communicated to consumers. !ajor brand marketers often spend huge amounts on ad&ertising to create brand _____ and to build preference and loyalty. a. e<tension b. awareness c. packaging d. internal marketing (b 2asy p. "?#% #8. -d&ertising campaigns can help to create name recognition, brand knowledge, and maybe e&en some brand preference. /owe&er, the fact is that brands are not maintained by ad&ertising but by the _____. a. marketing b. line e<tensions c. brand e<perience d. product mi< (c 2asy p. "?#% #?. The brand9s positioning will not take hold fully unless e&eryone in the company li&es the brand. Therefore the company needs to train its people to be _____. a. customer;centered b. specialty;centered c. con&enience;centered d. line;e<tension;centered (a !oderate p. "?8% 8@. The brand9s positioning will not take hold fully unless e&eryone in the company li&es the brand. This suggests that managing a company9s brand assets can no longer be left only to _____. a. product line b. product mi< c. brand e<tension d. brand managers (d 2asy p. "?8%

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81. 5anada Ery and 5olgate;7almoli&e ha&e appointed _____ managers to maintain and protect their brand9s images, associations, and =uality, and to pre&ent short;term actions by o&er;eager brand managers from hurting the brand. a. product line b. ser&ice c. brand e=uity d. brand e<tension (c !oderate p. "?8% 8". The recent wa&e of corporate mergers and ac=uisitions has decided, (*e need a master brand to lea&e all our old names behind.) *hat is this called1 a. product mi< b. rebranding c. brand e=uity d. consumer branding (b 2asy p. "?8% 8,. >uilding a(n% _____ and re;educating customers can be a huge undertaking for a company. It cost tens of millions of dollars just for a special four;week ad&ertising campaign to announce the new name, followed by considerable ongoing ad&ertising e<penses to the Keri0on 5ompany. a. product mi< b. ser&ice intangibility c. new image d. internal marketing (c 2asy p. "?8% 83. - company must consider four special ser&ice characteristics when designing marketing programs. *hich is not one of these characteristics1 a. intangibility b. inseparability c. perishability d. interacti&e marketing (d 5hallenging p. "?8% 8$. _____ means that ser&ices cannot be seen, tasted, felt, heard, or smelled before they are bought. a. .er&ice inseparability b. .er&ice &ariability c. .er&ice intangibility d. .er&ice perishability (c !oderate p. "??%

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8+. _____ means that ser&ices cannot be separated from their pro&iders, whether the pro&iders are people or machines. a. .er&ice intangibility b. .er&ice inseparability c. .er&ice &ariability d. .er&ice perishability (b !oderate p. "??% 8#. L> -uto Eetailing9s customers ha&e noticed that the =uality of ser&ices depends on who pro&ides them as well as when, where, and how they are pro&ided. *hat ha&e the customers noticed1 a. ser&ice intangibility b. ser&ice inseparability c. ser&ice &ariability d. ser&ice perishability (c !oderate p. "??% 88. - barber cannot in&entory haircuts. _____ means that ser&ices cannot be stored for a later sale or use. a. .er&ice intangibility b. .er&ice inseparability c. .er&ice &ariability d. .er&ice perishability (d 2asy p. "??% 8?. In a product business, products are fairly standardi0ed and can sit on shel&es waiting for customers. >ut in a ser&ice business, front;line ser&ice employees and the support processes backing these employees participate in _____. a. interaction b. co;branding c. industrial marketing d. internal marketing (a 5hallenging p. ,@@% ?@. _____ means that the ser&ice firm must effecti&ely train and moti&ate its customer; contact employees and supporting ser&ice people to work as a team to pro&ide customer satisfaction. a. .er&ice inseparability b. .er&ice intangibility c. .er&ice &ariability d. Internal marketing (d !oderate p. ,@1%

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True False ?1. 2stee 6auder 5ompany is the 4eneral !otors of the cosmetics world. (True 2asy p. "#+% ?". The cosmetic company -&eda sells more than just a tangible product. They sell lifestyle, self;e<pression, e<clusi&ity, and spirituality. (True 2asy p. "#+% ?,. *e define a ser&ice as anything that can be offered to a market for attention, ac=uisition, use, or consumption and that might satisfy a want or need. (False 2asy p. "#+% ?3. 5o;branding is a form of product that consists of acti&ities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. 2<amples are banking, hotel, airline, retail, ta< preparation, and home repair. (False !oderate p. "#+% ?$. .ony must offer more than just a camcorder. It must pro&ide consumers with a complete solution to their picture taking problems. This is called an augmented product. (True 5hallenging p. "#?% ?+. Ansought products are products and ser&ices that the customer usually buys fre=uently, immediately, and with a minimum of comparison and buying effort. (False 2asy p. "81% ?#. .hopping products are less fre=uently purchased consumer products and ser&ices that customers compare carefully on suitability, =uality, price, and style. (True !oderate p. "8@% ?8. 7rograms that include public health campaigns to reduce smoking, alcoholism, drug abuse, and o&ereating are e<amples of the social idea known as social marketing. (True 2asy p. "8"% ??. .tyle is a larger concept than design. Eesign describes the appearance of a product. (False !oderate p. "83% 1@@. The brand of a product can determine its consumer &alue. (True !oderate p. "8$% 1@1. 7ackaging does not include the material necessary to ship a product. (False 2asy p. "8+%

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1@". 7roduct support ser&ices identify the product or brand, describe se&eral things about the product, and promote the product through attracti&e graphics. (False !oderate p. "88% 1@,. MuakerN produces a &ariety of cereals. This &ariety is called its product line. (True !oderate p. "8?% 1@3. - company9s product mi< has four important dimensions' width, length, depth, and consistency. (True 2asy p. "?@% 1@$. Eo&e marketers can go beyond the brand9s cleansing cream attributes and talk about the resulting benefit of softer skin. This is known as product attributes in brand positioning. (False 5hallenging p. "?"% 1@+. Bne important =uality for a brand name is that it should translate easily into foreign languages. (True 2asy p. "?,% 1@#. -n increasing number of retailers and wholesalers ha&e created their own brands : such as *al;!art offers .am9s 5hoice be&erages and food products. This is called co;branding. (False 5hallenging p. "?,% 1@8. *hen a company introduces a new brand name in the same product category it is called line e<tension. (False 5hallenging p. "?+% 1@?. 5ustomers come to know a brand through a wide range of contacts and touch points. These include word of mouth, personal interactions with company people, telephone interactions, and company *eb pages. !any brands are not maintained by ad&ertising but by brand e<perience. (True 2asy p. "?#% 11@. -n e<ample of ser&ice &ariability is that within a gi&en !arriot hotel, one registration;desk employee may be cheerful and efficient, whereas another may be unpleasant and slow. (True 5hallenging p. "??% 111. .er&ice inseparability means that the =uality of ser&ices depends on who pro&ides them, as well as when, where, and how they are pro&ided. (False 5hallenging p. "??%

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11". In a product business, products are fairly standardi0ed and can sit on shel&es waiting for customers. In a ser&ice business, the customer and front;line ser&ice employee interact to create the ser&ice. (True 2asy p. ,@@% 11,. The ser&ice;profit chain means the set of all product lines and items that a particular seller offers for sale. (False 5hallenging p. ,@@% 113. - big part in managing ser&ice differentiation is in the company9s ser&ice deli&ery. (True !oderate p. ,@"% 11$. 5ustomer retention is perhaps the best measure of =uality:a ser&ice firm9s ability to hang on to its customers depends on how consistently it deli&ers &alue to them. (True 2asy p. ,@,% 11+. !anaging ser&ice producti&ity can take place when a company increases the =uality of their ser&ice by gi&ing up some of their output. (True !oderate p. ,@,% 11#. The go&ernment cannot pre&ent companies from adding products through ac=uisitions if the effect threatens to lessen competition. (False !oderate p. ,@3% 118. Internal marketers face special challenges. They must figure out what products to introduce to other countries. (False !oderate p. ,@3% 11?. In international product and ser&ice marketing it is important to know what different colors mean to different countries. (True 2asy p. ,@$% 1"@. In international product and ser&ice marketing, many banks were afraid to go global and held off for =uite a while. (False !oderate p. ,@$% 1"1. Jetailers such as *al;!art, Cmart, Toys (J) As, Bffice Eepot, and Eisney are among the first businesses to go global. (False 5hallenging p. ,@+% 1"". .er&ice companies wanting to operate in other countries are usually welcomed with open arms. !anufacturers usually face restrictions when attempting to sell their products in another country. (False 5hallenging p. ,@+%

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Essay 1",. 7roducts and ser&ices fall into two broad classes based on the types of consumers that use them. Fame these two broad classes and describe how they are different from each other. 5onsumer products:those bought by final consumers:are usually classified according to consumer shopping habits. Industrial products:purchased for further processing or for use in conducting a business:include materials and parts. (!oderate p. "#+% 1"3. Fame and describe three decisions that companies make regarding their indi&idual products and ser&ices, product lines, and product mi<es. 7roduct attribute decisions in&ol&e product =uality, features, and style and design. >randing decisions include selecting a brand name and de&eloping a brand strategy. 7ackaging pro&ides many key benefits, such as protection, economy, con&enience, and promotion. There are additional answers to this =uestion also. (2asy p. "83;"8$% 1"$. - manufacturer has four brand sponsorship options. Eescribe what they are. It can launch a manufacturer9s brand (or national brand%. It can sell to resellers who use a pri&ate brand. It can market licensed brands. It can join forces with another company to co;brand a product. (5hallenging pp. "?,;"?+% 1"+. - company has four choices when it comes to de&eloping brands. Eescribe what they are. It can introduce line e<tensions. The company can introduce brand e<tension. It can introduce multibrands. It can begin new brands (new brand names in new product categories%. (!oderate pp. "?+;"?#% 1"#. .er&ices are characteri0ed by four key characteristics. Fame and describe these four characteristics. Intangible:they cannot be seen, tasted, felt, heard, or smelled before they are bought. Inseparable:they are produced and consumed at the same time and cannot be separated from their pro&iders, whether the pro&iders are people or machines. Kariable:their =uality may &ary greatly, depending on who pro&ides them and when, where, and how. 7erishable:they cannot be stored for later sale or use. (5hallenging p. "??%

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1"8. 4ood ser&ice companies focus attention on both customers and employees. Eescribe what the ser&ice;profit chain and internal marketing are, and how they differ from each other. The ser&ice;profit chain links ser&ice firm profits with employee and customer satisfaction. Internal marketing by a ser&ice firm is to train and effecti&ely moti&ate its customer;contact employees and all the supporting ser&ice people to work as a team to pro&ide customer satisfaction. The first deals with employees and customers. The second deals with training employees. (5hallenging pp. ,@@;,@1% 1"?. *hat are three ways a company manages competiti&e ser&ice differentiation1 Bne solution is to de&elop a differentiated offer. -nother way is that companies can differentiate their ser&ice deli&ery by ha&ing more and reliable customer; contact people, by de&eloping a superior physical en&ironment in which the ser&ice product is deli&ered. .er&ice companies can work on differentiating their images through symbols and branding. (5hallenging pp. ,@";,@,% 1,@. Eescribe two special challenges that international marketers must consider to be successful in marketing to other countries. First, they must figure out what products and ser&ices to introduce and in which countries. Then, they must decide how much to standardi0e or adapt their products and ser&ices for world markets. (5hallenging pp. ,@3;,@+%

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