marketing chapter 9

marketing chapter 9 - Chapter 9 Product Services and...

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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; Moderate; p. 275) 2. Tony and Tiny have a _____ company with a mission statement: “To aid in the evolution of human consciousness.” We think color therapy is going to be the new medicine,” said Tony. a. auto b. cosmetic c. toy d. food (b; Moderate; p. 276) 3. At the 5S store in SoHo, you buy things that are “energizing,” “nurturing,” or “adoring.” Here are products that are not intended to make you look better, but to make you act better, feel better, and be a better person. What kind of a store is this? a. food b. toy c. electronics d. cosmetics (d; Easy; p. 276) 4. _____, the General Motors of the cosmetics world, has a passionately held belief that the appeal is first the spirituality, and then the products. a. Avon Company b. Heaven Sent Company c. Estee Lauder Companies d. Proctor and Gamble (c; Challenging; p. 276) 183
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5. The cosmetic’s 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. What is one thing they do not try to sell? a. lifestyle b. self-expression c. service-profit chain d. achievement (c; Easy; p.276) 6. 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 variability c. service d. product (d; Easy; p. 276) 7. _____ 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 (b; Easy; p. 276) 8. Product is a key element in _____. At one extreme, it may consist of pure tangible goods or at the other extreme pure services. a. market offering b. brand equity c. brand extension d. co-branding (a; Easy; p. 277) 9. Many companies are moving to a new level in creating value for their customers. They are developing and delivering total customer experiences. Whereas products are tangible and services are intangible, experiences are _____. a. product quality b. memorable c. unsought product d. internal marketing (b; Moderate; p. 277) 184
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10. Product planners need to think about products and services on three levels. Each level adds more customer value. The most basic level is the _____, which addresses the question, “What is the buyer really buying?” a. actual product b. augmented product c. core benefit d. co-branding (c; Challenging; p. 279) 11. Product planners need to think about products and services on three levels. The third level is that the product planners must build on a(n) _____ around the core
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This note was uploaded on 01/29/2012 for the course MKTG 311 taught by Professor Dore,m during the Summer '08 term at Oregon.

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marketing chapter 9 - Chapter 9 Product Services and...

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