Deck 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers

Question 1

________ 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 extensions
B)Services
C)Brands
D)Consumer products
E)Supplements

Answer 1

B

Question 2

________ are products and services bought by final consumers for personal consumption.These include convenience products,shopping products,specialty products and unsought products.

A)Services
B)Consumer products
C)Line extensions
D)Industrial products
E)Straight extensions

Answer 2

B

Question 3

You are planning to buy a new washing machine,and notice that they come in many price ranges.You want to make sure you get the most for your money.This product is a(n)________ product.

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

Answer 3

D

Question 4

To differentiate themselves,many companies go beyond offering products and services;they are also developing and delivering customer ________.

A)feedback
B)experiences
C)brands
D)product lines
E)events

Question 5

The third level of a product that product planners consider is a(n)________ around the core benefit and actual product that offers additional consumer services and benefits.

A)augmented product
B)brand equity
C)brand extension
D)industrial product
E)image

Question 6

________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying.These products require a lot of advertising,personal selling and other marketing efforts.

A)Specialty products
B)Line extensions
C)Unsought products
D)Shopping products
E)Convenience products

Question 7

________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.

A)Shopping products
B)Unsought products
C)Specialty products
D)Industrial products
E)Line extensions

Question 8

Product is a key element in a company's ________,which may,at one extreme,consist of pure tangible goods or,at the other extreme,pure services.

A)market offering
B)brand equity
C)brand extension
D)co-branding
E)core customer value

Question 9

Product planners consider products and services on three levels.The most basic level is the ________,which addresses the question,'What is the buyer really buying?'.

A)actual product
B)augmented product
C)core customer value
D)co-branding
E)exchange

Question 10

A ________ is defined as anything that can be offered to a market for attention,acquisition,use or consumption that might satisfy a want or need.

A)private brand
B)service variability
C)service
D)product
E)service encounter

Question 11

________ are less frequently purchased consumer products and services that customers compare carefully on suitability,quality,price and style.Consumers spend much time and effort in gathering information and making comparisons about these products.

A)Shopping products
B)Convenience products
C)Unsought products
D)Industrial products
E)Line extensions

Question 12

When a restaurant provides gourmet menu options to its customers,as well as impeccable service which even allows customers to hand-select their own cuts of meat,________ is\are evident.

A)only an actual product
B)only an augmented product
C)only a core benefit
D)both a core benefit and an actual product
E)a core benefit,an actual product and an augmented product

Question 13

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

Question 14

________ are those products purchased for further processing or for use in conducting a business.

A)Unsought products
B)Specialty products
C)Shopping products
D)Industrial products
E)Accessories

Question 15

Product planners must design the actual product and also find ways to ________ it in order to create the bundle of benefits that will create the most customer value.

A)promote
B)package
C)brand
D)augment
E)present

Question 16

Products and services fall into two broad classifications based on the types of consumers that use them.Which of the following is one of these broad classes?

A)industrial products
B)specialty products
C)supplies and services
D)materials and parts
E)convenience products

Question 17

Cadel's Bicycle Shop offers an extended warranty on the bicycles it sells,a free check-up after one month of use,and will assemble and deliver bicycles.In terms of the customer value hierarchy,the bicycle shop is offering a(n)________ product.

A)core
B)basic
C)service-added
D)expected
E)augmented

Question 18

A manufacturer of jams,preserves and conserves offers products in re-usable jars shaped like a kitchen tumbler.This environmentally sensitive packaging is part of ________.

A)the core product
B)the actual product
C)the augmented product
D)All of the above.
E)None of the above.

Question 19

A rocking chair constructed from recycled Australian timber,Jarrah,and handmade by a skilled artisan using traditional joinery methods is a(n)________.

A)convenience product
B)shopping product
C)specialty product
D)service
E)augmented product

Question 20

The second level of a product is the ________,which refers to the tangible product itself,service features,design,quality level,brand name and packaging.

A)augmented product
B)actual product
C)core product value
D)customer experience
E)facilitating product

Question 21

________ consists of activities undertaken to create,maintain or change the attitudes and behaviour of target consumers toward an organisation.

A)Person marketing
B)Organisation marketing
C)Internal marketing
D)Service variability
E)Intelligence marketing

Question 22

Paper,pencils,lubricants,paint,nails and brooms are examples of ________.

A)supplies
B)capital items
C)raw materials
D)specialty products
E)installations

Question 23

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.

Question 24

To achieve their social change objectives,social marketing programs ________.

A)utilise only the promotional P of the marketing mix
B)utilise only the promotional and product Ps of the marketing mix
C)work to influence individuals' behaviour to improve their well-being
D)utilise all of the Ps in the marketing mix
E)C and D

Question 25

The singer and entertainer,Madonna,has carefully cultivated an image for herself as an entertainer.Her 'brand essence' has variously been described as one of a sex kitten,irreverence,rebel,representative of female empowerment,savvy businesswomen,earth mother,spiritual honesty and philanthropist.Madonna has cleverly combined these sometimes contradictory personas into a single,coherent,highly marketable brand identity.When Madonna engages in activities to build and position her brand,she is engaged in ________.

A)person marketing
B)organisation marketing
C)ideas marketing
D)services marketing
E)events and experiences marketing

Question 26

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

A)ideas marketing
B)social marketing
C)services marketing
D)events and experiences marketing
E)responsibility marketing

Question 27

A service is anything that can be offered to a market for attention,acquisition,use or consumption that might satisfy a want or need.

Question 28

Political marketing is an example of ________.

A)ideas marketing
B)social marketing
C)services marketing
D)events and experiences marketing
E)responsibility marketing

Question 29

BOQ's campaign tackling 'bank hate' with humour and cartoons is an example of ________.

A)personal marketing
B)corporate image marketing
C)product quality
D)product line
E)social marketing

Question 30

________ is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behaviour to improve their well-being and that of society.

A)Unsought product marketing
B)Internal marketing
C)Social marketing
D)Person marketing
E)Interactive marketing

Question 31

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

A)farm products such as wheat
B)natural products such as iron ore
C)repair and maintenance items
D)petroleum
E)timber

Question 32

Public health campaigns to reduce smoking,drug abuse and obesity are all examples of ________.

A)specialty programs
B)social marketing
C)services marketing
D)consumer services
E)responsibility marketing

Question 33

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

A)Corporate image advertising
B)Organisation marketing
C)Person marketing
D)Social marketing
E)Intermarket marketing

Question 34

Unsought products are products that the customer buys frequently,immediately and with a minimum of comparison and buying effort.

Question 35

________ are industrial products that aid in the buyer's production or operations,including installations and accessory equipment.

A)Materials
B)Parts
C)Capital items
D)Specialty items
E)Supplies

Question 36

Which of the following capital items is NOT considered accessory equipment?

A)buildings
B)hand tools
C)lift trucks
D)desks
E)chairs

Question 37

Style is a larger concept than design.Design describes the appearance of a product.

Question 38

Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability,quality,price and style.

Question 39

________ involves activities undertaken to create,maintain or change attitudes toward particular cities,states and regions.

A)Idea marketing
B)Place marketing
C)Social marketing
D)Interactive marketing
E)Organisation marketing

Question 40

Most manufactured materials and parts are sold directly to ________.Price and service are the major marketing factors;branding and advertising tend to be less important.

A)consumers
B)industrial users
C)government buyers
D)co-branders
E)wholesalers

Question 41

________ 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.

A)Packaging
B)Product quality
C)Total quality management
D)Specialty marketing
E)Positioning

Question 42

________ is an approach in which all the company's people are involved in constantly improving the quality of products,services and business processes.

A)Product quality
B)Brand equity
C)Total quality management
D)Specialty product marketing
E)Positioning

Question 43

________ involves designing and producing the container or wrapper for a product.

A)Packaging
B)Product line
C)Service
D)Branding
E)Labelling

Question 44

In assessing which new features to add to a product,a company must weigh each feature's ________ to customers versus its ________ to the company.

A)cost;line extension
B)cost;service
C)value;cost
D)service;line extension
E)equity;cost

Question 45

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.

Question 46

A sensational ________ may grab consumers' attention and produce pleasing aesthetics,but it does not necessarily make the product perform better.

A)design
B)style
C)experience
D)service-profit chain
E)augmented product

Question 47

A(n)________ is a name,term,sign,symbol,design or a combination of these that identifies the maker or seller of a product or service.

A)service
B)brand
C)co-branding
D)trade-mark
E)intellectual property

Question 48

A combination of a product's parts,styling,features,brand name,packaging and other attributes is known as the ________ product.

Question 49

Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance?

A)performance
B)style
C)total quality management
D)conformance
E)adherence

Question 50

Consumer products are products bought by final consumers for ________ consumption.

Question 51

A(n)________ product is one that the customer usually buys frequently,immediately and with the minimum of comparison and buying effort.

Question 52

A stripped-down model,one without any extras,is the starting point.The company can create higher-level models by adding ________.

A)co-brandings
B)more features
C)product quality
D)service variability
E)conformance

Question 53

Which of the following types of quality refers to a product's ability to perform the functions for which it was intended?

A)performance
B)positioning
C)total quality management
D)conformance
E)adherence

Question 54

What are the two dimensions of product quality?

A)performance and resistance
B)level and consistency
C)conformance and style
D)design and innovation
E)features and design

Question 55

Products that the customer either does not know about or knows about but does not think of buying are known as ________ products.

Question 56

Good ________ contributes to a product's usefulness as well as to its looks.

A)style
B)design
C)package
D)brand
E)functionality

Question 57

Which of the following is the MOST important for product designers to consider as they develop a product?

A)which product features can be added to create higher-level models
B)how the product appears
C)the product's technical specifications
D)how customers will use and benefit from the product
E)how the product is packaged to attract spontaneous purchases

Question 58

Developing a product 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 brands
B)product attributes
C)consumer products
D)product mixes
E)marketing tools

Question 59

Products that are bought frequently,immediately and with little deliberation,like soft drinks and chewing gum,are called ________ goods.

Question 60

________ items are industrial goods and services that aid in the buyer's production or operations,including installations and accessory equipment.

Question 61

Which of the following is\are examples of product mix depth?

A)hamburger and cheeseburger
B)hamburger and ice cream
C)Coke and Diet Coke
D)A and C
E)All of the above.

Question 62

When a company lengthens its product line beyond its current range,it is ________.

A)product line filling
B)product line stretching
C)product mixing
D)increasing product depth
E)building brand equity

Question 63

At the very least,the ________ identifies the product or brand.It might also describe several things about the product and promote the brand.

A)line extension
B)social marketing
C)label
D)specialty product
E)package

Question 64

The ________ sets out legally enforceable labelling requirements for a wide range of food products.

A)Food Standards Australia New Zealand Act 1991
B)AANA Code of Ethics
C)Competition and Consumer Act 2010
D)Efficient Consumer Response Australia
E)The Packaging Covenant

Question 65

Product mix ________ refers to the total number of items the company carries within its product lines.Sony typically carries many products within each line,e.g. ,personal audio.

A)length
B)height
C)width
D)perimeter
E)depth

Question 66

The ________ of the product mix refers to how closely related the various product lines are in end use,production requirements,distribution channels or some other way.

A)depth
B)length
C)width
D)consistency
E)perimeter

Question 67

Branding can add consumer value to a product.

Question 68

A company can increase its business in four ways.Which is NOT one of these ways?

A)It can add new product lines,thus widening its product mix.
B)It can lengthen its existing product lines.
C)It can add more versions of each product and thus deepen its product mix.
D)It can discontinue some of its lines.
E)It can increase the consistency of its product mix.

Question 69

In recent years,product safety and environmental responsibility have become major ________ concerns.

A)branding
B)packaging
C)product mix
D)service
E)product line

Question 70

Helene Curtis began to market shampoo for normal hair.In an attempt to increase profits and use excess market capacity,Helene Curtis then marketed shampoo for oily hair and colour-treated hair.This is an example of ________.

A)line filling
B)line stretching
C)product penetration
D)positioning
E)marketing mix

Question 71

A company can expand its product line in one of two common ways.Which of the following is one of those ways?

A)internal marketing
B)line filling
C)product mixing
D)social marketing
E)line mixing

Question 72

A ________ consists of all the product lines and items that a particular seller offers for sale.

A)product mix
B)brand line
C)consumer mix
D)packaging mix
E)line extension

Question 73

Product mix ________ refers to the number of versions offered of each product in the line.Crest toothpaste comes in 13 varieties,ranging from Crest Multicare to Crest Baking Soda formulations.

A)length
B)depth
C)height
D)width
E)perimeter

Question 74

A ________ 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 given price ranges.

A)product line
B)line extension
C)private brand
D)convenience product
E)product bandwidth

Question 75

An alternative to product line stretching is ________,that is,adding more items within the present range of the line.

A)product mixing
B)interactive marketing
C)product line filling
D)co-branding
E)service marketing

Question 76

The major product line decision involves ________.

A)line stretching
B)moving the line upward or downward
C)product line filling
D)product line length
E)product packaging

Question 77

Many companies now use a combination of phone,email,fax,internet,and other technologies to provide ________ that were not possible previously.

A)labelling information
B)brand equity
C)support services
D)packaging advantages
E)product mixes

Question 78

Product mix ________ refers to the number of different product lines the company carries.Sony markets a wide range of consumer and industrial products around the world,from TVs to semiconductors.

A)length
B)height
C)width
D)perimeter
E)depth

Question 79

Product mix ________ refers to the number of versions of each product in the line.Sony makes and markets just about any TV you would ever want to buy.

A)length
B)height
C)width
D)perimeter
E)depth

Question 80

________ has been affected by the need to include unit pricing,open dating and nutritional information.

A)Branding
B)Packaging
C)Labelling
D)Product line filling
E)Product mixing