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98) Which of the following is a potential drawback of multibranding?
A) Multibranding tends to decrease brand loyalty.
B) Company resources are likely to be concentrated on a single brand.
C) Multibranding curbs the growth opportunities of established brands.
D) Each brand might obtain only a small market share, and none may be very profitable.
E) Multibranding causes companies to refrain from product diversification.
99) Which of the following strategies involves weeding out weaker brands and focusing
marketing dollars only on brands that can achieve the number one or number two market share
positions with good growth prospects in their categories?
A) megabrand strategies
B) niche marketing strategies
C) social marketing strategies
D) co-branding
E) licensing
100) While advertising campaigns can help create name recognition, brand knowledge, and
perhaps even some brand preference, brands are not maintained by advertising but by ________.
A) brand differentiation
B) line extensions
C) brand experiences
D) brand sponsorships
E) brand awareness
101) A service refers to an activity, benefit, or satisfaction offered for sale that is essentially
intangible and does not result in the ownership of anything.
102) Unsought products are products that the customer usually buys frequently, immediately,
and with a minimum of comparison and buying effort.
103) Shopping products are less frequently purchased consumer products and services that
customers compare carefully on suitability, quality, price, and style.
104) The augmented product is the actual product plus the various services and benefits offered
with it, such as a warranty, free delivery, installation, and maintenance.
105) Style is a larger concept than design. Design simply describes the appearance of a product.
106) Branding decisions include selecting a brand name and developing a brand strategy.
107) For many companies, the package itself has become an important promotional medium.
108) Labels range from simple tags attached to products to complex graphics that are part of the
packaging.
109) A product line consists of unrelated products that are sold to diverse customer groups.
110) Product line filling is overdone if it results in cannibalization and customer confusion.
111) A company cannot stretch its product line downward.
112) Product mix width refers to the total number of items a company carries within its product
lines.
113) Sometimes, companies stretch upward to add prestige to their current products.
114) A company's product mix has four important dimensions: width, length, depth, and
consistency.
115) Service inseparability means that the quality of services depends on who provides them, as
well as when, where, and how they are provided.
116) In a service business, the customer and the front-line service employee interact to co-create
the service.
117) Within a given hotel reputed for its superior service, one registration-desk employee may be
cheerful and efficient, whereas another may be irritable and slow. This exemplifies service
variability.
118) Service companies can differentiate their service delivery by having more able and reliable
customer-contact people.
119) Product quality is harder to define and judge than service quality.
120) Good service recovery can turn angry customers into loyal ones.
121) Attributes are the least desirable level for brand positioning because competitors can easily
copy attributes.
122) The strongest brands do not engage customers on a deep, emotional level.
123) Co-branding occurs when retailers and wholesalers create their own store brands.
124) Line extension refers to extending an existing brand name to new product categories.
125) Multibranding offers a way to establish different features that appeal to different customer
segments, lock up more reseller shelf space, and capture a larger market share.
126) Products and services fall into two broad classes based on the types of consumers that use
them. Name these two broad classes and describe how they are different from each other.
127) Name and describe the principal decisions companies make regarding their individual
products and services.
128) Describe the principal functions of packaging.
129) Briefly describe the history of legal concerns about packaging and labels.
130) What are the different dimensions of a company's product mix? Briefly describe each
dimension.
131) What are the key service characteristics a company must consider when designing
marketing programs? Briefly describe each characteristic.
132) Distinguish between the service-profit chain and internal marketing.
133) How can service providers use a differentiated offer, delivery, and image to avoid
competing solely on price?
134) What are the different brand sponsorship options available to manufacturers?
135) A company has four choices when it comes to developing brands. Describe them.
136) Give examples of pure tangible goods.
137) What is a product?
138) How do consumers perceive products?
139) Name some common convenience products.
140) Give three examples of shopping products.
141) How are specialty products distributed?
142) With the help of an example, explain the difference between a consumer product and an
industrial product.
143) How does branding help buyers?
144) When does product line stretching occur?
145) Define consistency of the product mix.
146) As competition and costs increase, and as productivity and quality decrease, what are the
three major marketing tasks facing service companies in contemporary times?
147) Define interactive marketing. Why is it considered an important skill for service marketers?
148) Briefly explain the concept of brand equity.
149) What are the desirable qualities for a brand name?
150) What is a private brand?
