Fdocuments - in Kotler Chapter 8 MCQ

8/20/2019 Kotler Chapter 8 MCQ
Chapter 8 Product, Services, and Branding Strategies: Building Customer Value
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 brand
B)
!) service
service variabiity
") product
#) service encounter
Answer$ "
"iff$ 1 %age &ef$ ''(
AA!B$ !ommunication
ki$ !oncept
*b+ective$ -1
') ________ are a form of product that consists of activities, benefits, or satisfactions offered for
sae that e/tensions

A) ine are essentiay intangibe and do not resut in the ownership of anything.
B) ervices
!) Brands
") !onsumer products
#) uppements
Answer$ B
"iff$ 1 %age &ef$ ''(
*b+ective$ -1
0) A product is a key eement in the ________. At one e/treme, it may consist of pure tangibe
goods or at the other e/treme, pure services.
A) market offering
B) brand equity
!) brand e/tension
") co-branding
#) vaue chain
Answer$ A
"iff$ 1 %age &ef$ ''(
*b+ective$ -1
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() 6o differentiate themseves, many companies are going beyond products and services, they are
deveoping and deivering customer ________.
A) quaity
B) e/periences
!) brands
") product ines

#) events
Answer$ B
"iff$ ' %age &ef$ ''(
*b+ective$ -1
7) %roduct panners need to consider products and services on three eves. #ach eve adds more
customer vaue. 6he most basic eve is the ________, which addresses the question, 8What is
the buyer reay buying98
A) actua product
B) augmented product
!) core customer vaue
") co-branding
#) e/change
Answer$ !
"iff$ ' %age &ef$ ''7
*b+ective$ -1
:) 6he third eve of a product that product panners must consider is a;n) ________ around the
core benefit and actua product that offers additiona consumer services and benefits.
A) brand equity
B) augmented product
!) brand e/tension
") industria product
#) image
Answer$ B
"iff$ ' %age &ef$ ''7
*b+ective$ -1
73
<) %roduct panners must design the actua product and find ways to ________ it in order to
create the bunde of benefits that wi provide the most satisfying customer e/perience.
A) promote
B) package
!) brand
") augment
#) present
Answer$ "
"iff$ 0 %age &ef$ ''7
*b+ective$ -1
) %roducts and services fa into two broad cassifications based on the types of consumers that
use them. Which is one of these broad casses9
A) industria products
B)
!) speciaty products
suppies and services
") materias and parts
#) convenience products
Answer$ A
"iff$ ' %age &ef$ '':
*b+ective$ -1
) ________ are products and services bought by fina consumers for persona consumption.
6hese incude convenience products, shopping products, speciaty products, and unsought
products.
A) ervices
B) !onsumer products
!) ine e/tensions
") 4ndustria products
#) traight e/tensions
Answer$ B
"iff$ 1 %age &ef$ '':
*b+ective$ -1
71
13) ________ are ess frequenty purchased consumer products and services that customers
compare carefuy on suitabiity, quaity, price, and stye. !onsumers spend much time and effort
in gathering information and making comparisons about these products.
A) hopping products
B) !onvenience products
!)
") =nsought
4ndustria products
products
#) ine e/tensions
Answer$ A
"iff$ ' %age &ef$ '':
*b+ective$ -1
11) ________ are consumer products and services with unique characteristics or brand
identification for which a significant group of buyers is wiing to make a specia purchase effort.
A) hopping products
B) =nsought products
!) peciaty products
#) ine e/tensions
Answer$ !
"iff$ 1 %age &ef$ '':
*b+ective$ -1
1') ________ are consumer products that the consumer either does not know about or knows
about but does not normay think about buying. 6hese products require a ot of advertising,
persona seing, and other marketing efforts.
A) peciaty products
B) ine e/tensions
!) =nsought products
") hopping products
#) tapes
Answer$ !
"iff$ 1 %age &ef$ '':
*b+ective$ -1
7'
10) ________ are those products purchased for further processing or for use in conducting a
business.
A) =nsought products
B) peciaty products
!) hopping products

#) Accessories
Answer$ "
"iff$ 1 %age &ef$ ''<
*b+ective$ -1
1() >ost manufactured materias and parts are sod directy to ________. %rice and service are
the ma+or marketing factors? branding and advertising tend to be ess important.
A) consumers
B) industria users
!)
") brand e/tensions
co-branders
#) whoesaers
Answer$ B
"iff$ ' %age &ef$ ''<
*b+ective$ -1
17) ________ are industria products that aid in the buyer@s production or operations, incuding
instaations and accessory equipment.
A) >aterias
B) %arts
!) !apita items
") peciaty items
#) uppies
Answer$ !
"iff$ ' %age &ef$ ''<
*b+ective$ -1
70
1:) ________ consists of activities undertaken to create, maintain, or change the attitudes and
behavior of target consumers toward an organiation.
A) %erson marketing
B) *rganiation marketing
!) 4nterna marketing
") ervice variabiity

#) 4nteigence marketing
Answer$ B
"iff$ ' %age &ef$ ''
*b+ective$ -1
1<) ________ consists of activities undertaken to create, maintain, or change attitudes toward
particuar peope.
A) !orporate image marketing
B)
!) %erson marketing
ocia marketing
") *rganiation marketing
#) 4ntermarket marketing
Answer$ B
"iff$ 1 %age &ef$ ''
*b+ective$ -1
1) ________ invoves activities undertaken to create, maintain, or change attitudes toward
particuar cities, states, and regions.
A) 4dea marketing
B) %ace marketing
!) *rganiation marketing
") ocia marketing
#) 4nteractive marketing
Answer$ B
"iff$ 1 %age &ef$ ''
*b+ective$ -1
7(
1) ________ is defined as the use of commercia marketing concepts and toos in programs
designed to infuence individuas@ behavior to improve their we being and that of society.
A) =nsought product marketing
B) 4nterna marketing
!) ocia marketing
") %roduct inemarketing

#) 4nteractive
Answer$ !
"iff$ 1 %age &ef$ ''
AA!B$ #thica &easoning
*b+ective$ -1
'3) %ubic heath campaigns to reduce acohoism, drug abuse, smoking, and obesity are a
e/ampes of ________.
A) speciaty products
B)
!) socia marketing
shopping products
") consumer products
#) responsibiity marketing
Answer$ B
"iff$ ' %age &ef$ ''
*b+ective$ -1
'1) "eveoping a product or service invoves defining the benefits that it wi offer. 6hese
benefits are communicated and deivered by ________ such as quaity, features, and stye and
design.
A) private brands
B) product attributes
!) consumer products
") product mi/es
#) marketing toos
Answer$ B
"iff$ 0 %age &ef$ ''
*b+ective$ -'
77
'') ________ is one of the marketer@s ma+or positioning toos because it has a direct impact on
product or service performance? it is therefore cosey inked to customer vaue and satisfaction.
A) %ackaging
B) %roduct quaity
!) 6ota quaity management
") peciaty product marketing

#) %ositioning
Answer$ B
"iff$ ' %age &ef$ ''
*b+ective$ -'
'0) ________ is an approach in which a the company@s peope are invoved in constanty
improving the products, services, and business processes.
A) %roduct quaity
B) Brandquaity
!) 6ota equity management
") peciaty product marketing
#) %ositioning
Answer$ !
"iff$ ' %age &ef$ '03
*b+ective$ -'
'() What are the two dimensions of product quaity9

A) consistency and eve
B) performance and resistance
!) design and innovation
") conformance and stye
#) feature and design
Answer$ A
"iff$ ' %age &ef$ '03
*b+ective$ -'
7:
'7) Which of the foowing types of quaity refers to freedom from defects and consistency in
deivering a targeted eve of performance9
A) private brand
B) product
!) tota quaity management
") conformance
#) adherence
Answer$ "
"iff$ ' %age &ef$ '03
*b+ective$ -'
':) A stripped-down mode without any e/tras is the starting point? a company can create a
higher-eve mode by adding ________.
A) co-branding
B) features
!) product quaity
") service variabiity
#) markets
Answer$ B
"iff$ ' %age &ef$ '03
*b+ective$ -'
'<) 4n 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? ine e/tension
B) cost? service
!) vaue? cost
") service? ine e/tension
#) equity? cost
Answer$ !
"iff$ 0 %age &ef$ '03
*b+ective$ -'
7<
') A sensationa ________ may grab attention and produce peasing aesthetics, but it does not
necessariy improve a product@s performance.
A) design
B) stye
!) e/perience
") service-profit
#) augmented chain
product
Answer$ B
"iff$ ' %age &ef$ '03
*b+ective$ -'
') ________ contributes to a product@s usefuness as we as to its ooks.

A) tye
B) "esign
!)
") %ackage
Brand
#) unctionaity
Answer$ B
"iff$ ' %age &ef$ '03
*b+ective$ -'
03) A;n) ________ is a name, term, sign, symbo, design, or a combination of these, that
identifies the maker or seer of a product or service.
A) service
B) brand
!) co-branding
") interna marketing
#) e/terna marketing
Answer$ B
"iff$ 1 %age &ef$ '01
*b+ective$ -'
7
01) ________ invoves designing and producing the container or wrapper for a product.
A) %ackaging
B) %roduct ine
!) ervice
") Branding
#) abeing
Answer$ A
"iff$ 1 %age &ef$ '01
*b+ective$ -'
0') 4n recent years, product safety and environmenta responsibiity have become ma+or
________ concerns.
A) branding
B) packaging
!) abeing
") service ine

#) product
Answer$ B
"iff$ ' %age &ef$ '0'
*b+ective$ -'
00) At the very east, the ________ identifies the product or brand. 4t might aso describe severa
things about the product and promote the brand.
A) ine e/tension
B) socia marketing
!) abe
") speciaty product
#) package
Answer$ !
"iff$ 1 %age &ef$ '0'
*b+ective$ -'
7
0() 6he ________ requires seers to provide detaied nutritiona information on food products.
A) air %ackaging and abeing Act of 1::
B) Cutritiona abeing and #ducationa Act of 13
!) abeing Act of 1<3
") %ackaging Act of 1<3
#) ederaB6rade !ommission Act of 13

Answer$
"iff$ 0 %age &ef$ '00
*b+ective$ -'
07) ________ has been affected by the need to incude unit pricing, open dating, and nutritiona
information.
A) Branding
B) %ackaging
!)
") abeing
%roduct ine fiing
#) %roduct mi/ing
Answer$ !
"iff$ ' %age &ef$ '00
*b+ective$ -'
0:) >any companies now use a combination of phone, e-mai, fa/, 4nternet, and other
technoogies to provide ________ .
A) abeing information
B) brand equity
!) support services
") packaging advantages
#) product mi/es
Answer$ !
"iff$ ' %age &ef$ '00
AA!B$ =se of 46
*b+ective$ -'
:3
0<) A ________ is a group of products that are cosey reated because they function in a simiar
manner, are sod to the same customer groups, are marketed through the same type of outets, or
fa within given price ranges.
A) product ine
B) ine e/tension
!)
") private brandproduct
convenience
#) product bandwidth
Answer$ A
"iff$ ' %age &ef$ '0(
*b+ective$ -'
0) 6he ma+or product ine decision invoves ________.

A) ine stretching
B) moving ine
!) product the ine upward or downward
fiing
") product ine ength
#) product packaging
Answer$ "
"iff$ 0 %age &ef$ '0(
*b+ective$ -'
0) Berkowit %iano !ompany can e/pand its product ine in one of two common ways. Which
of the foowing is one of those ways9
A) interna marketing
B) ine fiing
!) product mi/
") socia marketing
#) ine mi/ing
Answer$ B
"iff$ ' %age &ef$ '0(
*b+ective$ -'
:1
(3) An aternative to product ine stretching is ________, adding more items within the present
range of the ine.
A) product mi/
B) interactive marketing
!) product ine fiing
") co-branding
#) service marketing
Answer$ !
"iff$ ' %age &ef$ '0(
*b+ective$ -'
(1) When a company engthens its product ine beyond its current range, it is ________.
A) product ine fiing
B) product ine stretching
!)
") product mi/ing
increasing product depth
#) buiding brand equity
Answer$ B
"iff$ ' %age &ef$ '0(
*b+ective$ -'
(') A ________ consists of a the product ines and items that a particuar seer offers for sae.
A) product mi/
B) brand ine
!) consumer mi/
") packaging mi/
#) ine e/tension
Answer$ A
"iff$ 1 %age &ef$ '0(
*b+ective$ -'
:'
(0) %roduct mi/ ________ refers to the number of different product ines the company carries.
%rocter D Eambe markets '73 brands organied into many product ines.
A) ength
B) height
!) width
") perimeter
#) depth
Answer$ !
"iff$ ' %age &ef$ '07
*b+ective$ -'
(() %roduct mi/ ________ refers to the number of versions offered of each product in the ine.
!rest toothpaste comes in 10 varieties, ranging from !rest >uticare to !rest Baking oda
formuations.
A) ength
B) depth
!) height
") width
#) perimeter
Answer$ B
"iff$ 0 %age &ef$ '07
*b+ective$ -'
(7) 6he ________ of the product mi/ refers to how cosey reated the various product ines are
in end use, production requirements, distribution channes, or some other way.
A) ength
B) depth
!) consistency
") width
#) perimeter
Answer$ !
"iff$ 0 %age &ef$ '07
*b+ective$ -'
:0
(:) A company can increase its business in four ways. Which is C*6 one of these ways9
A) 4t can add new product ines, thus widening its product mi/.
B) 4t can engthen its e/isting product ines.
!) 4t can add more versions of each product and thus deepen its product mi/.
") 4t can discontinue some of its ines.
#) 4t can increase
Answer$ " the consistency of its product mi/.
"iff$ 1 %age &ef$ '07
*b+ective$ -'
(<) ome anaysts see ________ as the ma+or enduring asset of a company, outasting the
company@s specific products and faciities.
A) brands
B) convenience products
") unsought products
#) stapes
Answer$ A
"iff$ 1 %age &ef$ '07
*b+ective$ -0
() A key eement in a company@s reationship with consumers, a ________ represents

consumers@ perceptions and feeings about a product and its performance.
A) product ine
B) product e/perience
!) brand
") service
#) product attribute
Answer$ !
"iff$ ' %age &ef$ '0:
*b+ective$ -0
:(
() Which of the foowing is C*6 one of the four consumer perception dimensions used by ad
agency Foung D &ubicam to measure brand strength9
A) brand differentiation
B) brand knowedge
!) brand vauation
") brand reevance

#) brand esteem
Answer$ !
"iff$ 0 %age &ef$ '0:
*b+ective$ -0
73) 6he tota financia vaue of a brand is estimated through the process of brand ________.
A) differentiation
B) vauation
!)
") e/tensions
positioning
#) equity
Answer$ B
"iff$ ' %age &ef$ '0:
*b+ective$ -0
71) 6he fundamenta asset underying brand equity is ________G-the vaue of the customer
reationships that the brand creates. A powerfu brand is important, but what it reay represents is
a set of oya consumers.
A) the customer mi/
B) customer equity
!) ine equity
#) the service encounter
Answer$ B
"iff$ 0 %age &ef$ '0
*b+ective$ -0
:7
7') Which of the foowing is the owest eve on which marketers can position their brands in
target customers@ minds9
A) interactive marketing
B) interna marketing
!) product attributes
") strongservice
#) added beiefs and vaues
Answer$ !
"iff$ 0 %age &ef$ '0
*b+ective$ -0
70) 6he strongest brands go beyond attributes or benefit positioning? they are positioned on
________.
A) desirabe benefit
B) good packaging
!) service inseparabiity
") strong beiefs and vaues
#) customer image
Answer$ "
"iff$ ' %age &ef$ '0
*b+ective$ -0
7() Which of the foowing is C*6 a desirabe quaity for a brand name9
A) 4t shoud suggest something about the product@s benefits and quaities.
B) 4t shoud be easy to pronounce, recognie, and remember.
!) 6he brand shoud amost aways be a ong word to get attention.
") 6he name shoud transate easiy into foreign anguages.
#) 4t shoud be distinctive.
Answer$ !
"iff$ ' %age &ef$ '0
*b+ective$ -0
::
77) A of the foowing are a manufacturer@s sponsorship options for a product #H!#%6
________.
A) manufacturer@s brand
B) mutibrands
!) private brand
") icensed brand

#) co-branding
Answer$ B
"iff$ ' %age &ef$ '(3
*b+ective$ -0
7:) 4n the competition between ________ and ________ brands, retaiers have the advantages of
controing what products wi be stocked, where products wi be stocked, what prices wi be
charged, and which products wi be featured in print promotions.
A) nationa? manufacturer@s
B)
!) store? private
nationa? private
") store? icensed
#) private? distributor
Answer$ !
"iff$ ' %age &ef$ '(1
*b+ective$ -0
7<) An increasing number of retaiers and whoesaers have created their own ________, aso
caed store brands.
A) unsought products
B) private brands
#) shopping products
Answer$ B
"iff$ 1 %age &ef$ '(3
*b+ective$ -0
:<
7) or a fee, some companies ________ names or symbos previousy created by other
manufacturers, names of we-known ceebrities, andIor characters from popuar movies and
books, any of which can provide an instant and proven brand name.
A) service
B) market
!)
") package
brand
#) icense
Answer$ #
"iff$ ' %age &ef$ '(1
*b+ective$ -0
7) ________ occurs when two estabished brand names of different companies are used on the
same product.
A) A brand
B) Brand e/tension
equity
!) !o-branding
") 4nterna marketing
#) !annibaiation
Answer$ !
"iff$ ' %age &ef$ '(1
*b+ective$ -0
:3) 4n most ________ situations, one company icenses another company@s we-known brand to
use in combination with its own.
A) brand e/tension
B) brand equity
!) co-branding
#) ine e/tension
Answer$ !
"iff$ ' %age &ef$ '('
*b+ective$ -0
:
:1) Which of the foowing is an advantage offered by co-branding9

A) >anufacturers do not have to invest in creating their own brand names.
B) &etaiers have e/cusive products that cannot be purchased from competitors.
!) A company can e/pand its e/isting brand into a category it otherwise might have difficuty
entering aone.
") Advertising,
#) Brand equity saes, promotion, and marketing must be carefuy coordinated.
is stabiied.
Answer$ !
"iff$ ' %age &ef$ '('
*b+ective$ -0
:') A company has four choices when it comes to deveoping brands. What is C*6 one of those
choices9
A) ine e/tension
B) brand e/tension
!) mutibrands
") width and depth e/tension
#) new brands
Answer$ "
"iff$ 0 %age &ef$ '('
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:0) ________ occur;s) when a company introduces additiona items in a given product category
under the same brand name, such as new favors, forms, coors, ingredients, or package sies.
A) ine e/tension
B) %roduct mi/
!) 4nteractive marketing
") ervice variabiity
#) ervice intangibiity
Answer$ A
"iff$ 0 %age &ef$ '('
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:() A ________ invoves the use of a successfu brand name to aunch new or modified products
in a new category.
A) ine e/tension
B) product ine
!) brand e/tension
") private brand
#) brand symbo
Answer$ !
"iff$ 1 %age &ef$ '(0
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:
:7) Which of the foowing is a potentia drawback of mutibranding9

A) !onsumers may become confused about the image of the main brand.
B) An overe/tended brand name might ose its specific meaning for consumers.
!) "ifferent product features can appea to consumers with different buying motives.
") 6he company@s resources may be spread over too many brands.
#) 6he company
Answer$ " can occupy more retai shef space.
"iff$ 0 %age &ef$ '(0
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::) Which strategy invoves weeding out weaker brands and focusing marketing doars ony on
brands that can achieve the number-one or number-two market share positions in their
categories9
A) megabrand
B) service inseparabiity
!) socia marketing
") unsought product
#) undifferentiated
Answer$ A
"iff$ ' %age &ef$ '(0
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:<) >a+or brand marketers often spend huge amounts on advertising to create brand ________
and to buid preference and oyaty.
A) e/tension
B) awareness
!) packaging
#) preference
Answer$ B
"iff$ ' %age &ef$ '((
*b+ective$ -0
<3
:) Whie advertising campaigns can hep to create name recognition, brand knowedge, and
maybe even some brand preference, brands are not maintained by advertising but by ________.
A) marketing e/perience
B) ine e/tensions
!) brand e/perience
") product mi/ eements

#) word-of-mouth
Answer$ !
"iff$ ' %age &ef$ '((
*b+ective$ -0
:) ervice providers must consider four specia characteristics when designing marketing
programs. Which is C*6 one of these characteristics9
A) intangibiity
B)
!) inseparabiity
perishabiity
") interactive marketing
#) variabiity
Answer$ "
"iff$ 0 %age &ef$ '((
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<3) ________ means that services cannot be seen, tasted, fet, heard, or smeed before they are
bought.
A) ervice inseparabiity
B) ervice variabiity
!) ervice intangibiity
") ervice perishabiity
#) ervice heterogeneity
Answer$ !
"iff$ ' %age &ef$ '(7
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<1
<1) ________ means that services cannot be separated from their providers, whether the
providers are peope or machines.
A) ervice intangibiity
B) ervice inseparabiity
!) ervice variabiity
") ervice heterogeneity

#) ervice perishabiity
Answer$ B
"iff$ 1 %age &ef$ '(7
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<') Which of the foowing is C*6 one of the inks in the service-profit chain, inking service
firm profits with empoyee and customer satisfaction9
A) interna service quaity
B) evidence management
!)
") satisfied
satisfied and
and productive service empoyees
oya customers
#) heathy service profits and growth
Answer$ B
"iff$ 0 %age &ef$ '(:
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<0) 6hrough ________, the service firm trains and motivates its customer-contact empoyees and
supporting service peope to work as a team to provide customer satisfaction.
A) service inseparabiity
B) service intangibiity
!) service variabiity
Answer$ "
"iff$ ' %age &ef$ '(<
*b+ective$ -(
<'
<() Because service quaity depends on the quaity of buyer-seer interaction during the service
encounter, service marketers use ________ to train empoyees in the art of interacting with
customers to satisfy their needs.
A) interactive marketing
B) service differentiation
!)
") service
internaproductivity
marketing
Answer$ A
"iff$ ' %age &ef$ '(<
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<7) A of the foowing are methods for deveoping a differentiated service offer, deivery, or
image #H!#%6 ________.
A) offering innovative features
B)
!) increasing
having morethereiabe
quantity of service by giving
customer-contact up some quaity
peope
") deveoping symbos and branding
#) designing a superior deivery process
Answer$ B
"iff$ ' %age &ef$ '(
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<:) When the 6win i/ !afe provides gourmet menu options to its customers, as we as
impeccabe service which even aows customers to hand-seect their own cuts of

meat
A) ony ________
an actua is;are)
productare evident.
B) ony an augmented product
!) ony a core benefit
") both a core benefit and an actua product
#) a core benefit, an actua product, and an augmented product
Answer$ #
"iff$ 0 %age &ef$ ''7
AA!B$ &efective 6hinking
ki$ Appication
*b+ective$ -1
<0
<<) A hickory rocking chair, handmade by an Amish woodcarver in ancaster, %ennsyvania,

from ocay grown wood is an e/ampe of a;n) ________.
A) convenience product
B) shopping product
!) speciaty product
") service
#) augmented product
Answer$ !
"iff$ ' %age &ef$ '':
*b+ective$ -1
<) Fou have an upset stomach. Four spouse rushes to the corner convenience store for a botte
of %epto-Bismo. 6his product is a;n) ________ product.
A) convenience
B) unsought
!) speciaty
") shopping
#) augmented
Answer$ A
"iff$ ' %age &ef$ '':
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<) >abe u is panning to buy a new washing machine. he notices that they come in
numerous price ranges. he wants to make sure she gets the most for her money. 6his product is
a;n) ________ product.
A) convenience
B) unsought
!) speciaty
") shopping
#) augmented
Answer$ "
"iff$ ' %age &ef$ '':
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<(
3) Which of the foowing does C*6 beong to the materias and parts group of industria
products9
A) farm products such as wheat
B) natura products such as iron ore
!) repair and maintenance items
") petroeum
#) umber
Answer$ !
"iff$ 1 %age &ef$ ''<
*b+ective$ -1
1) Which of the foowing capita items is C*6 considered accessory equipment9
A) buidings
B) hand toos
!)
") ift
deskstrucks
#) chairs
Answer$ A
"iff$ 1 %age &ef$ ''<
*b+ective$ -1
') %aper, pencis, ubricants, paint, nais, and brooms are e/ampes of ________.
A) suppies
B) capita items
!) raw materias
") speciaty products
#) instaations
Answer$ A
"iff$ 1 %age &ef$ ''<
*b+ective$ -1
<7
0) Eenera #ectric@s campaign stating, 8We bring good things to ife8 is an e/ampe of
________.
A) persona marketing
B) corporate image marketing
!) product quaity
") product
#) socia ine
marketing
Answer$ B
"iff$ ' %age &ef$ ''
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() 84 ove Cew Fork8 is an e/ampe of ________.

A) corporate image advertising
B) person marketing
!) organiation marketing
") socia advertising
#) pace marketing
Answer$ #
"iff$ ' %age &ef$ ''
*b+ective$ -1
7) 6he Ad !ounci of America has deveoped doens of ________ marketing campaigns,
incuding cassics such as 8mokey the Bear,8 8Jeep America Beautifu,8 and 8*ny Fou !an
%revent orest ires.8
A) socia
B) brand equity
!) service
") product ine
#) pace
Answer$ A
"iff$ 1 %age &ef$ ''
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<:
:) 6o achieve their socia change ob+ectives, socia marketing programs ________.
A) utiie ony the promotiona % of the marketing mi/
B) utiie ony the promotiona and product %s of the marketing mi/
!) work to infuence individuas@ behavior to improve their we-being
") utiie a of the %s in the marketing mi/
#) ! and "
Answer$ #
"iff$ 0 %age &ef$ ''
AA!B$ Anaytic kis
*b+ective$ -1
<) Which of the foowing is the most important for product designers to consider as they
deveop a product9
A) which product features can be added to create higher-eve modes
B) how the product appears
!)
") what the product@s
how customers witechnica
use and specifications areproduct
benefit from the
#) how the product is packaged to attract spontaneous purchases
Answer$ "
"iff$ 0 %age &ef$ '01
*b+ective$ -'
) 5eene !urtis began to market shampoo for norma hair. 4n an attempt to increase profits and
use e/cess market capacity, 5eene !urtis then marketed shampoo for oiy hair and coor-treated
hair. 6his is an e/ampe of ________.
A) ine fiing
B) socia marketing
!) a shopping product
") an unsought product
#) peope marketing
Answer$ A
"iff$ 0 %age &ef$ '0(
*b+ective$ -'
<<
) Which of the foowing is;are) e/ampes of product ine depth9

A) hamburger and cheeseburger
B) hamburger and fries
!) !oke and "iet !oke
") A and !
#) a of the
Answer$ " above
"iff$ 0 %age &ef$ '07
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3) !hicken of the ea brand tuna ses more than the same sie Jroger brand tuna, even though
the Jroger tuna costs K3.17 ess per can. !hicken of the ea has brand ________.
A) e/tension
B) equity
!)
") speciaty
service
#) vauation
Answer$ B
"iff$ ' %age &ef$ '0:
*b+ective$ -0
1) A manager of a 5oiday 4nn said, 8We have power and vaue in the market and peope are
wiing to pay for it.8 6his manager is referring to ________.
A) socia marketing
B) speciaty products
!) brand equity
") ine fiing
#) product ength
Answer$ !
"iff$ ' %age &ef$ '0:
*b+ective$ -0
<
') !ostco@s Jirkand products are an e/ampe of a;n) ________.

A) organiationa brand
B) support brand
!) private brand
") sponsorship brand
#) manufacturer@s
Answer$ ! brand
"iff$ ' %age &ef$ '(3
*b+ective$ -0
0) An appare marketer is panning to aunch an e/isting brand name into a new product
category. Which brand deveopment strategy is being impemented9
A) ine e/tension
B) brand e/tension
!)
") mutibranding
new brands
#) rebranding
Answer$ B
"iff$ ' %age &ef$ '(0
*b+ective$ -0
() #ach new i%od product introduction advances the causes of democratiing technoogy and
approachabe innovation. i%od, an e/pert at fostering customer community, has been ranked one
of the Breakaway Brands by the brand consutancy andor Associates. i%od is positioned on
________.
A) attributes
B) benefits
!) variation
") seection
#) beiefs and vaues
Answer$ #
"iff$ ' %age &ef$ '0
*b+ective$ -0
<
7) >anor %aa Barber@s customers have noticed that the quaity of a haircut depends on who
provides it as we as when, where, and how it is provided. What have the customers noticed9
A) service intangibiity
B) service inseparabiity
!) service variabiity
") service distinction

#) service perishabiity
Answer$ !
"iff$ ' %age &ef$ '(7
*b+ective$ -(
:) 6he impossibiity of a barber storing haircuts for ater sae is an e/ampe of which of the
foowing9
A) service intangibiity
B)
!) service
service inseparabiity
variabiity
") service perishabiity
#) ow-conte/t services
Answer$ "
"iff$ ' %age &ef$ '(:
*b+ective$ -(
<) Eina@s Cai aon is serious about peasing its customers. #mpoyees are trained to
immediatey and peasanty respond to any customer compaints, and they are empowered to
offer discounts and free add-ons to customers who beieve they have received anything ess than
the best service. Eina@s Cai aon focuses on ________.
A) differentiating its offer
B) good service recovery
!) interna marketing
") image marketing
#) productivity
Answer$ B
"iff$ 1 %age &ef$ '(
*b+ective$ -(
3
Refer to the scenario below to answer the following questions
5erb >arks buit his enterprise on the faithfu patronage of four speciaty shops and a
arge contract from #more "istributors. But after two years, the maker of novety pens and
pencis had to rethink his strategy when his two-year contract with #more ended.
wooden5erb buit
writing a company
utensis reputation on
with customied the manufacture
engravings. andshops
peciaty distribution ofdispay
oved to a variety
theof
products in their fancy, ighted showcases, but such speciaty shops aone were not profitabe.
5erb >arks estabished a brand name, known merey as >arks, and decided to e/pand on it.
5erb e/tended his writing utensi ines to incude quis, fet-tip pens, and mutipe-
cartridge pens that write in different coors. 5e even added a ine of various grades of
personaied stationery and business cards. %erhaps 5erb@s biggest added touch, however, was
the addition of two saespeope who woud work to e/pain the diverse array of products offered
by >arks, as we as nurture e/isting accounts.
8We make an e/ceent product,8 5erb >arks stated, 8and we honor a good guarantee on
everything we se. But et@s face it we face hundreds of competitorsL We need >arks

representatives out there

simpe as a writing too.8to hep prospects understand what they shoud demand in something as
6he >arks brand was fast-becoming synonymous with top-notch customer service. %art
of the purchase package brought persona visits from the >arks representative, before the
purchase and ong after.
) An easier, more comfortabe, more styish transfer of thought onto paper is the ________ of
5erb@s offerings.
A) tangibe good
B) core customer vaue
!) actua product
") augmented
#) pure serviceproduct
Answer$ B
"iff$ ' %age &ef$ ''7
*b+ective$ -1
) What type of consumer products does >arks manufacture9

A) industria
B) convenience
!) speciaty
") shopping
#) unsought
Answer$ !
"iff$ ' %age &ef$ '':
*b+ective$ -1
1
133) 6he new fet-tip pens, mutipe-cartridge pens, and quis are a e/ampes of ________.
A) product ine fiing
B) mutibranding
!) megabranding
") product ine inconsistencies
#) icensed
Answer$ A brands
"iff$ 1 %age &ef$ '0(
*b+ective$ -'
131) 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.
Answer$ A#
"iff$ 1 %age &ef$ ''(
*b+ective$ -1
13') ony offers consumers more than +ust camcorders? it provides consumers with a compete
soution to their picture-taking probems. 6his offering is caed an augmented product.
Answer$ 6&=#
"iff$ 0 %age &ef$ ''7
*b+ective$ -1
130) =nsought products are products that the customer usuay buys frequenty, immediatey, and
with a minimum of comparison and buying effort.
Answer$ A#
"iff$ 1 %age &ef$ '':
*b+ective$ -1
13() hopping products are ess frequenty purchased consumer products and services that
customers compare carefuy on suitabiity, quaity, price, and stye.
Answer$ 6&=#
"iff$ ' %age &ef$ '':
*b+ective$ -1
137) tye is a arger concept than design. "esign describes the appearance of a product.
Answer$ A#
"iff$ 0 %age &ef$ '03
*b+ective$ -'
'
13:) Branding can add consumer vaue to a product.

Answer$ 6&=#
"iff$ ' %age &ef$ '01
*b+ective$ -'
13<) Because so many purchase decisions are made in stores, a product@s packaging may be a
seer@s ast and best chance to infuence consumers.
Answer$ 6&=#
"iff$ ' %age &ef$ '0'
*b+ective$ -'
13) %roduct support services identify the product or brand, describe severa things about the
product,
Answer$ and promote the product through attractive graphics.
A#
"iff$ ' %age &ef$ '00
*b+ective$ -'
13) Muaker produces a variety of cereas. 6his variety is caed its product ine.
Answer$ 6&=#
"iff$ ' %age &ef$ '0(
*b+ective$ -'
113) !annibaiation and customer confusion about product differentiation are two potentia
resuts if ine fiing is overdone.
Answer$ 6&=#
"iff$ 0 %age &ef$ '0(
*b+ective$ -'
111) A company can stretch its product either upward or downward, but not both directions.
Answer$ A#
"iff$ 1 %age &ef$ '0(
*b+ective$ -'
0
11') A company might stretch its product ine upward to add prestige to its current products.
Answer$ 6&=#
"iff$ ' %age &ef$ '0(
*b+ective$ -'
110) A company@s product mi/ has four important dimensions$ width, ength, depth, and
consistency.
Answer$ 6&=#
"iff$ 1 %age &ef$ '07
*b+ective$ -'
11() "ove marketers can go beyond the brand@s ceansing cream properties and tak about the
resuting benefit of softer skin. 6his is known as product attributes in brand positioning.
Answer$ A#
"iff$
AA!B$0 %age &ef$
&efective '0
6hinking
*b+ective$ -0
117) Attributes are the east desirabe eve for brand positioning because competitors can easiy
copy attributes and customers are more interested in what attributes wi do for them than in the
attributes themseves.
Answer$ 6&=#
"iff$ ' %age &ef$ '0
*b+ective$ -0
11:) &etaiers and whoesaers who have created their own brands such as Wa->art@s am@s

!hoice beverages and food products are participating in co-branding.


Answer$ A#
"iff$ 0 %age &ef$ '(1
*b+ective$ -0
11<) When a company introduces a new brand name in the same product category, it is caed
ine e/tension.
Answer$ A#
"iff$ ' %age &ef$ '('
*b+ective$ -0
(
11) !ustomers come to know a brand through a wide range of contacts and touch points,
incuding word of mouth, persona interactions with company peope, teephone interactions, and
company Web pages.
Answer$ 6&=#
"iff$ 1 %age &ef$ '((
*b+ective$ -0
11) An e/ampe of service variabiity is that within a given >arriott hote, one registration-desk
empoyee may be cheerfu and efficient, whereas another may be unpeasant and sow.
Answer$ 6&=#
"iff$ 0 %age &ef$ '(7
*b+ective$ -(
1'3) ervice inseparabiity means that the quaity of services depends on who provides them, as
we as when, where, and how they are provided.
Answer$ A#
"iff$ ' %age &ef$ '(7
*b+ective$ -(
1'1) 4n a service business, the customer and front-ine service empoyee interact to create the
service.
Answer$ 6&=#
"iff$ ' %age &ef$ '(:
*b+ective$ -(
1'') 6he service-profit chain is the set of a product ines and items that a particuar seer offers
for sae.
Answer$ A#
"iff$ ' %age &ef$ '(:
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1'0) *ne aspect of managing service differentiation is the company@s service deivery.
Answer$ 6&=#
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7
1'() !ustomer retention is perhaps the best measure of quaity a service firm@s abiity to hang

on to its customers depends on how consistenty it deivers vaue to them.

Answer$ 6&=#
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1'7) Eood service recovery can turn angry customers into oya customers and can even win
more customer purchasing and oyaty than if no probem had occurred in the first pace.
Answer$ A#
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1':) %roducts and services fa into two broad casses based on the types of consumers that use
them. Came these two broad casses and describe how they are different from each other.
Answer$ 6he two broad casses are consumer products and industria products. !onsumer
products and services those bought by fina consumers are usuay cassified according to
 
consumer shopping habits. !onsumer products incude convenience products, shopping products,
speciaty products, and unsought products. 4ndustria products are distinguished from consumer
products by the purpose for which they were purchased. 4ndustria products are those that are
purchased for further processing or for use in conducting a business. 6hese products incude the
three broad categories of materias and parts, capita items, and suppies and services.
"iff$ ' %age &ef$ '':-''<
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1'<) Came and describe three decisions that companies make regarding their individua products
and services.
Answer$ "ecisions to be made in the deveopment and marketing of individua products and
services incude 1) product attributes, ') branding, 0) packaging, () abeing, and 7) product
support services. %roduct attribute decisions invove product quaity, features, and stye and
design. Branding decisions incude seecting a brand name and deveoping a brand strategy.
%ackaging invoves designing and producing a product@s container? packaging provides many key
benefits, such as protection, economy, convenience, and promotion. abeing identifies the
product and may describe and promote the product and brand. !ompanies must aso make a
decision about product support services, which are usuay a minor or ma+or part of a market
offering.
"iff$ 1 %age &ef$ ''
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1') "escribe the roe of packaging.

Answer$ %ackaging invoves designing and producing the container or wrapper for a product.
%ackaging contains and protects the product, but it aso is used to attract customer attention, to
describe the product, and to make the sae. 4nnovative packaging may give a company an edge
over competitors.
"iff$
AA!B$1 %age &ef$ '01
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1') #/pain the history of ega concerns about packaging and abes.
Answer$ 6he edera 6rade !ommission Act of 11( hed that fase, miseading, or deceptive
abes or packages constitute unfair competition. abes can misead consumers, fai to describe
important ingredients, or fai to incude needed safety warnings. 6o address this probem, severa
federa and state aws reguate abeing. 6he air %ackaging and abeing Act of 1::, for
e/ampe, set mandatory abeing requirements, encouraged vountary industry packaging
standards, and aowed federa agencies to set packaging reguations in specific industries. 6he
Cutritiona abeing and #ducation Act of 13 requires seers to provide detaied nutritiona
information on food products? the ood and "rug Administration reguates the use of heath-
reated terms such as ow-fat, ight, and high-fiber.
"iff$ 0 %age &ef$ '00
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103) !ompare product mi/ width, ength, consistency, and depth.

Answer$ %roduct mi/ width refers to the number of different product ines the company carries?
product ength refers to the tota number of products carried in a company@s product ines.
!onsistency refers to how cosey reated the various product ines are in end use. %roduct depth
refers to the number of versions offered of each product in the ine.
"iff$ ' %age &ef$ '07
*b+ective$ -'
101) A manufacturer has four brand sponsorship options. "escribe what they are.
Answer$ A manufacturer can aunch its own brand ;manufacturer@s brand or nationa brand). 4t
can se to reseers who give the product a private brand ;or store brand). 4t can market icensed
brands, using names or symbos created by other manufacturers, names of ceebrities, or
characters from popuar movies or teevision. inay, a manufacturer can +oin forces with
another company to co-brand a product.
"iff$ ' %age &ef$ '(3
*b+ective$ -0
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10') A company has four choices when it comes to deveoping brands. "escribe what they are.
Answer$ 6he company can introduce ine e/tensions, brand e/tensions, mutibrands, or entirey
new brands. A ine e/tension invoves e/tending a current brand name to new forms, coors,
sies, favors, etc. in one of the company@s e/isting product categories. 4n contrast, a brand
e/tension e/tends a current brand name to a new or modified product in a new product category.
>utibranding
may decide thatinvoves introducing
a new brand name issevera
needed,brands within if
particuary thethe
same category.
power inay brand
of an e/isting a company
name
is decining or the company is entering a new product category.
"iff$ ' %age &ef$ '('
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100) ervices are characteried by four key characteristics. Came and describe these four
characteristics.
Answer$ 6he four service characteristics are intangibiity, inseparabiity, variabiity, and
perishabiity. ervices are intangibe$ they cannot be seen, tasted, fet, heard, or smeed before
they are bought. ervices are inseparabe$ they are produced and consumed at the same time and
cannot be separated from their providers, whether the providers are peope or machines. ervices
are variabe$ their quaity may vary greaty, depending on who provides them and when, where,
and how they are provided. ervices are perishabe$ they cannot be stored for ater sae or use.
"iff$ ' %age &ef$ '(7
*b+ective$ -(
10() Eood service companies focus attention on both customers and empoyees. "escribe what
the service-profit chain and interna marketing are, and how they differ from each other.
Answer$ 6he service-profit chain inks service firm profits with empoyee and customer
satisfaction. 6he inks in the service-profit chain are as foows$ interna service quaity eads to
satisfied and productive empoyees, who create greater service vaue, which eads to satisfied
and oya customers, who create heathy service profits and growth. 4nterna marketing by a
service firm refers to training and effectivey motivating its customer-contact empoyees and a
the supporting service peope to work as a team to provide customer satisfaction. 6he service-
profit chain deas with empoyees and customers. 4nterna marketing deas with training
empoyees.
"iff$ 0 %age &ef$ '(:
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
107) 5ow can service providers use a differentiated offer, deivery, and image to avoid
competing soey on price9
Answer$ A service offer can incude innovative features that differentiate the company@s offers
from competitors. ervice deivery can be differentiated by hiring and training more reiabe
customer-contact peope, deveoping a superior physica environment in which the service is
deivered,
symbos andandbranding,
designing a superior
creating deivery
an image thatprocess. ervices can
sets a company@s aso be
services differentiated
apart through
from competitors@.
"iff$ ' %age &ef$ '(
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10:) Eive an e/ampe of the most basic eve of product, the core benefit.
Answer$ #/ampes are numerous. A saon owner, providing simiar services of a day spa, may
focus on 8pampering yoursef in tota rea/ation.8
"iff$ ' %age &ef$ ''7

*b+ective$ -1
10<) Eive e/ampes of the second eve of product, the actua product.
Answer$ A saon owner may market hair- and nai-care products and services, fu- and partia-
body massages, workout equipment and training, and socia activities, and so forth.
"iff$ 1 %age &ef$ ''7
*b+ective$ -1
10) Eive an e/ampe of an augmented product.

Answer$ #/ampes wi vary. An augmented product may incude the customer of a saon having
the option of having most of the services performed in the privacy and soitude of his or her
home.
"iff$ ' %age &ef$ ''7
*b+ective$ -1
10) Eive three e/ampes of convenience products.

Answer$ #/ampes may incude soft drinks, mik, and candy.
"iff$ 1 %age &ef$ '':
*b+ective$ -1

1(3) Eive three e/ampes of shopping products.

Answer$ #/ampes may incude washing machines, awn mowers, and furniture.
"iff$ 1 %age &ef$ '':
*b+ective$ -1
1(1) Eive three e/ampes of speciaty products.
Answer$ #/ampes may incude a &oe/ watch, a Naguar sports car, or an around-the-word
cruise.
"iff$ 1 %age &ef$ '':
*b+ective$ -1
1(') What do industria suppies and consumer convenience products have in common9 5ow do
they differ9
Answer$ 4ndustria suppies are purchased for further use in conducting a business, whie
convenience products are purchased by fina consumers for persona consumption? both types of
products are usuay purchased with a minimum of effort or comparison.
"iff$ 0 %age &ef$ ''<
*b+ective$ -1
1(0) 5ow does a brand name add vaue to a product9

Answer$ Muaity and consistency can be identified through a brand? e/perience with or
knowedge of another@s e/perience with a brand heps a buyer know what features, benefits, and
quaity to e/pect from a product.
"iff$ ' %age &ef$ '01
*b+ective$ -'
1(() 5ow might a fower shop engage in ine stretching9

Answer$ A fower shop may offer singe-stem, fresh-cut fowers, sod individuay, sma
arrangements, bouquets, or arge ceremonia sprays? with ine stretching, the fower shop wi
offer a wide array of products geared toward a types of fower buyers.
"iff$ 0 %age &ef$ '0(
*b+ective$ -'
3
1(7) Why might a company pursue a strategy of ess product ine consistency9
Answer$ A company might want to increase its business by buiding a reputation in severa
product fieds.
"iff$ ' %age &ef$ '07
*b+ective$ -'
1(:) !onsumers form reationships with products via brands. What might happen that aows a
consumer to move from merey recogniing a brand to preferring a brand9
Answer$ A consumer has ikey tried the brand at east once in order to prefer it over others? or,
perhaps the consumer prefers a brand merey because he or she has been e/posed to a catchy ad
or promotiona gimmick.
"iff$ ' %age &ef$ '0:
*b+ective$ -0
1(<) Why is it important for a brand promise to be simpe and honest9
Answer$ !onsumers who purchase the product and beieve it does not ive up to the promise wi
deveop a negative image of the brand? they wi be ess ikey to become oya customers.
"iff$ ' %age &ef$ '0
*b+ective$ -0
1() !onsider such brand names as A1 teak auce, (3, A D " *intment, A D W &oot Beer,
and uper . Why might such names with aphanumeric characters aid in brand name seection9
Answer$ uch brands are easy to pronounce, easy to recognie, and easy to remember.
"iff$ ' %age &ef$ '0
*b+ective$ -0
1() 5ow might measuring service quaity be more difficut than measuring product quaity9
Answer$ %roducts are tangibe? therefore, measuring quaity across severa dimensions such as 
durabiity, functionaity, and so on may be easier or performed more consistenty than when

measuring service quaity.

"iff$ 0 %age &ef$ '(7
*b+ective$ -(
1
173) As a service provider, why might you perceive the buyer-seer reationship in the service
encounter to be especiay critica9
Answer$ !ustomers@ perceptions are estabished during the service encounter. At this time, based
on these perceptions, customers can become oya, ong-term buyers. 4t is critica that service
seers estabish sound reationships from the beginning.
"iff$
AA!B$' Anaytic
%agekis
&ef$ '(<
*b+ective$ -(

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8/20/2019 Kotler Chapter 8 MCQ

Chapter 8 Product, Services, and Branding Strategies: Building Customer Value

sae that e/tensions

") product ines

") 4ndustria products

") ervice variabiity

") %roduct inemarketing

") peciaty product marketing

'() What are the two dimensions of product quaity9

') ________ contributes to a product@s usefuness as we as to its ooks.

") service ine

#) ederaB6rade !ommission Act of 13

0) 6he ma+or product ine decision invoves ________.

() A key eement in a company@s reationship with consumers, a ________ represents

") brand reevance

") icensed brand

:1) Which of the foowing is an advantage offered by co-branding9

:7) Which of the foowing is a potentia drawback of mutibranding9

") product mi/ eements

") ervice heterogeneity

<<) A hickory rocking chair, handmade by an Amish woodcarver in ancaster, %ennsyvania,

() 84 ove Cew Fork8 is an e/ampe of ________.

) Which of the foowing is;are) e/ampes of product ine depth9

') !ostco@s Jirkand products are an e/ampe of a;n) ________.

") service distinction

Refer to the scenario below to answer the following questions

representatives out there

) What type of consumer products does >arks manufacture9

13:) Branding can add consumer vaue to a product.

!hoice beverages and food products are participating in co-branding.

on to its customers depends on how consistenty it deivers vaue to them.

1') "escribe the roe of packaging.

103) !ompare product mi/ width, ength, consistency, and depth.

AA!B$ &efective 6hinking

10) Eive an e/ampe of an augmented product.

10) Eive three e/ampes of convenience products.

1(3) Eive three e/ampes of shopping products.

1(0) 5ow does a brand name add vaue to a product9

1(() 5ow might a fower shop engage in ine stretching9

measuring service quaity.

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