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58) A ________ consists of all the product lines and items that a particular seller offers for sale.
A) product mix
B) store brand
C) supply chain
D) value chain
E) line extension
59) Product mix ________ refers to the number of different product lines the company carries.
A) length
B) height
C) width
D) consistency
E) depth
60) Product mix ________ refers to the total number of items a company carries within its
product lines.
A) length
B) depth
C) height
D) width
E) consistency
61) Product mix ________ refers to the number of versions offered for each product in the line.
A) length
B) depth
C) height
D) width
E) consistency
62) 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) length
B) depth
C) consistency
D) width
E) height
63) A reputed cosmetic company in New York City added new product lines in order to increase
its business. In other words, it ________.
A) lengthened its existing product line
B) decreased its product line consistency
C) widened its product mix
D) engaged in market diversification
E) engaged in social marketing
64) ________ means that services cannot be seen, tasted, felt, heard, or smelled before they are
bought.
A) Service inseparability
B) Service variability
C) Service intangibility
D) Service perishability
E) Service heterogeneity
65) Which of the following actions is a restaurant owner most likely to take in order to reduce
problems associated with service intangibility?
A) increase entree prices after 6 p.m.
B) provide clean tablecloths and fresh napkins for each new customer
C) empower employees to handle customer complaints
D) offer discounted prices for appetizers ordered during happy hour
E) hold regular employee workshops focusing on customer service
66) Tristan and Juliet, a newly married couple who intend to go to Egypt for their honeymoon,
bought a Europe travel package on Jizo Inc., an online travel site. As they have never seen
Europe or used the services of Jizo before, they were largely dependent on other customers'
feedback and signals for service quality. Which of the following characteristics of service is
highlighted in this instance?
A) service intangibility
B) service inseparability
C) service variability
D) service perishability
E) service distinction
67) ________ means that the quality of services depends on who provides them as well as when,
where, and how they are provided.
A) Service intangibility
B) Service inseparability
C) Service variability
D) Service perishability
E) Service heterogeneity
68) The customers of Parry's Hair Salon have noticed that the quality of a haircut depends on
who provides it as well as when, where, and how the service is provided. Which of the following
characteristics of service is evident in this instance?
A) service intangibility
B) service inseparability
C) service variability
D) service perishability
E) service distinction
69) ________ means that services cannot be stored for later sale or use.
A) Service consistency
B) Service perishability
C) Service variability
D) Service intangibility
E) Service inseparability
70) Alex Smith rents storage space to college students who go home for the summer but do not
want to haul all of their property home and back. The business is profitable during the summer
months, but when the storage space is unoccupied in the off-season, Alex loses money. Which of
the following characteristics of service is most likely the source of Alex's problem?
A) intangibility
B) perishability
C) inconsistency
D) variability
E) inseparability
71) According to the service profit chain, superior internal service quality results in ________.
A) lesser service value
B) increased word-of-mouth sales
C) reduced after-sale services
D) more satisfied, loyal, and hardworking employees
E) negative brand equity of newly launched products
72) Through ________, a service firm orients and motivates its customer-contact employees and
supporting service people to work as a team to provide customer satisfaction.
A) service inseparability
B) social marketing
C) service variability
D) internal marketing
E) corporate image marketing
73) ________ means that service quality depends on the quality of buyer-seller interaction
during the service encounter.
A) Interactive marketing
B) Service differentiation
C) Service productivity
D) Corporate image marketing
E) Traditional external marketing
74) Service companies can differentiate their service delivery by ________.
A) using symbols and logos
B) instituting a hierarchical organizational structure
C) offering innovative product features
D) de-emphasizing branding
E) having more able and reliable customer-contact people
75) Apollo Couriers, a company providing international express mail services, has a proactive
customer communications team. The primary job of this team is to identify situations that led to
customer dissatisfaction, and then provide quick remedies to fix the problems. This has helped
Apollo in winning customer loyalty to a great extent. In this instance, Apollo has benefitted from
________.
A) product differentiation
B) good service recovery
C) multibranding
D) place marketing
E) co-branding
76) ________ represent(s) consumers' perceptions and feelings about a product and its
performance.
A) Product lines
B) Labeling
C) Brands
D) Design
E) Product attributes
77) ________ is the differential effect that knowing the brand name has on customer response to
the product and its marketing.
A) Brand differentiation
B) Brand knowledge
C) Brand equity
D) Brand personality
E) Brand relevance
78) Blue Fin canned tuna has higher sales than its unbranded rival, even though the unbranded
tuna costs $0.45 less per can than BlueFin tuna. BlueFin most likely has ________.
A) an aggressive brand personality
B) high brand equity
C) no brand commitment
D) negative brand equity
E) low brand relevance
79) Which of the following is one of the four consumer perception dimensions used by ad
agency Young & Rubicam to measure brand strength?
A) brand conformance
B) brand consistency
C) brand convenience
D) brand extension
E) brand relevance
80) ________ refers to how consumers feel if a brand meets their needs.
A) Brand differentiation
B) Brand equity
C) Brand dilution
D) Brand esteem
E) Brand relevance
81) ________ refers to how highly consumers regard and respect the brand.
A) Brand esteem
B) Brand conformance
C) Brand differentiation
D) Brand relevance
E) Brand knowledge
82) After a brief stay at a luxury hotel in Paris, Benjamin Sanders noted that the hotel had kept
every promise it made when he booked the room, meeting all his needs. He added that it was a
"thoroughly comfortable and opulent experience." According to Young & Rubicam's Brand
Asset Valuator, this reflects ________.
A) brand valuation
B) brand esteem
C) brand relevance
D) brand differentiation
E) brand knowledge
83) Which of the following is true with regard to brand equity?
A) Brand equity refers to how much consumers know about the brand.
B) High brand equity provides a company with many competitive advantages.
C) A brand has positive brand equity if consumers react less favorably to it than to an unbranded
version.
D) Positive brand equity derives from low brand esteem.
E) The total financial value of a brand can be easily measured.
84) The fundamental asset underlying brand equity is ________, the value of customer
relationships that the brand creates.
A) the customer mix
B) customer equity
C) the product experience
D) service variability
E) the service encounter
85) Which of the following is the lowest level on which marketers can position their brands in
target customers' minds?
A) beliefs and values
B) product benefits
C) product attributes
D) after-sale services
E) brand equity
86) The strongest brands are positioned on ________.
A) desirable benefit
B) good packaging
C) service inseparability
D) strong beliefs and values
E) product attributes
87) Gainville Inc. manufactures android phones. Each new Gainville phone launch advances the
cause of democratizing technology. Gainville, an expert in fostering customer community,
engages customers at a deep, emotional level, and has been ranked one of the Breakaway Brands
by the brand consultancy Kendell Associates. Gainville is most likely positioned on ________.
A) basic product attributes
B) short-term benefits
C) service variability
D) self-image enhancement
E) strong beliefs and values
88) A good brand name should most likely be ________.
A) trendy
B) complex
C) long
D) conventional
E) distinctive
89) An increasing number of retailers and wholesalers have created their own ________, also
called store brands.
A) manufacturers' brands
B) private brands
C) national brands
D) generic brands
E) multibrands
90) Costco's Kirkland Signature products are an example of a ________.
A) national brand
B) support brand
C) private brand
D) generic brand
E) manufacturer's brand
91) Which of the following is true with regard to store brands?
A) Store brands have been declining in popularity and strength for more than two decades.
B) Store brands are also known as national brands.
C) Store brands are created and owned by resellers of a product or service.
D) Increasing consumer distrust toward store brands has led to a store-brand slump.
E) Store brands are growing far slower than manufacturer's brands.
92) Some companies obtain the rights to use the names or symbols previously created by other
manufacturers for a fee. This process is known as ________.
A) multibranding
B) positioning
C) segmenting
D) co-branding
E) licensing
93) ________ occurs when two established brand names of different companies are used on the
same product.
A) Market diversification
B) Niche marketing
C) Co-branding
D) Licensing
E) Cannibalization
94) Which of the following is an advantage offered by co-branding?
A) Manufacturers do not have to invest in creating their own brand names with co-branding.
B) Co-branding allows retailers to sell exclusive products that cannot be purchased from
competitors.
C) Co-branding allows a company to expand its existing brand into a category it might otherwise
have difficulty entering alone.
D) Co-branding dilutes brand equity and increases the appeal of store brands.
E) Co-branding does not involve complex legal contracts and licenses.
95) ________ occurs when a company introduces additional items in a given product category
under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes.
A) Line extension
B) Megabranding
C) Interactive marketing
D) Internal marketing
E) Co-branding
96) ________ involves the use of a successful brand name for new or modified products in a new
category.
A) A line extension
B) A product line
C) A brand extension
D) Co-branding
E) Cannibalization
97) Symmonds Inc., a company manufacturing breakfast cereals, has extended its special Crispo
cereal brand into a full line of breakfast cereals plus protein shakes, fruit and sandwich spreads,
butter, and doughnuts. This is an example of ________.
A) line extension
B) brand extension
C) licensing
D) co-branding
E) cannibalization
