Marketing for Hospitality and Tourism, 8e, Global Edition (Kotler)
Chapter 9 Designing and Managing Products and Brands: Building Customer Value
1) The ________ product level answers the question of what is really being bought.
A) Core
B) Supportive
C) Facilitating
D) Augmented
2) The additional consumer services and benefits built around the actual product are called the:
A) Core product
B) Augmented product
C) Facilitating product
D) Supportive product
3) In the joining phase of the customer delivery system:
A) The customer arrives at the service location
B) The customer consumes the service
C) The customer refers new customers to the service
D) The customer makes the initial inquiry contact
4) The added value endowed on products and services is the:
A) Brand equity
B) Brand mark
C) Brand name
D) Trademark
5) The stage of the new product development process where the number of new product ideas is
reduced is called:
A) Idea screening
B) Business analysis
C) Concept testing
D) Test marketing
6) In the ________ phase of the new product development process prototypes appear for the first
time.
A) Idea generation
B) Concept development
C) Test marketing
D) Product development
7) The final stage in the new product development process is:
A) Test marketing
B) Commercialization
C) Idea screening
D) Concept testing
8) SSTs are a rapidly growing means for increasing customer coproduction in food-service
experiences. SST stands for:
A) Self-serving technique
B) Self-service technology
C) Sure selling technique
D) Sure shot technology
9) The differential effect that knowing the brand name has on customer response to the product
and its marketing is termed:
A) Brand presence
B) Brand positioning
C) Brand equity
D) Brand liability
10) Which of the following is NOT something to which brand should be positioned?
A) Product attributes
B) Product pricing
C) Product benefits
D) Beliefs and values
11) The process of sourcing ideas by inviting broad communities of people is called:
A) External idea sourcing
B) Crowdsourcing
C) Outsourcing
D) Innovating
12) The most important source of new-product ideas is from:
A) Employees
B) Board members
C) Customers
D) Stockholders
13) The purpose of idea screening is:
A) To generate a great number of ideas in a short time span
B) To segregate ideas into categories based on brands
C) To spot good ideas and drop poor ones as quickly as possible
D) To differentiate between ideas based on brand presence
14) A detailed version of an idea stated in meaningful consumer terms is defined as:
A) Product idea
B) Product concept
C) Product image
D) Product advancement
15) When a company envisions a possible product that company managers might offer to the
market, it is called:
A) Product idea
B) Product concept
C) Product image
D) Product advancement
16) Market testing is a concept that:
A) Applies to each new product equally
B) Varies with each new product
C) Must be implemented uniformly to each new product
D) May be waived for product that are deemed cleared by the board
17) Marketing tests give management the information it needs to make a final decision about:
A) Shelving a product
B) Launching a new product
C) Allocating priority of the product
D) Allocating budget to an existing product
18) The dimension of atmosphere relating to volume and pitch is called:
A) Vocal
B) Volume
C) Aural
D) Visual
19) The stage in a product life cycle when sales growth slows or levels off is called:
A) Phase out
B) Out phase
C) Exit phase
D) Maturity
20) Which of the following is NOT a desirable quality for a brand name?
A) It should be distinctive.
B) It should be easy to pronounce.
C) It should create a transformation.
D) It should be extendable.
21) Removing a product after existing stock has been depleted; used when sales for an item are
low and costs exceed revenues, such as the case of a restaurant serving a crabmeat cocktail with
sales of only one or two items per week.
A) Phase out
B) Run out
C) Exit phase
D) Maturity
22) Those services or goods that must be present for the guest to use the core product are called:
A) Supporting products
B) Ancillary products
C) Secondary products
D) Facilitating products
23) The action taken toward a product that may cause harm or customer dissatisfaction is called:
A) Run out
B) Drop
C) Phase out
D) Maturity
24) Prices are not able to attract new users or competitors’ customers.
25) International product and service marketers face the same challenges as domestic product
and service marketers.
26) A high-load environment creates a relaxing mood.
27) A brand name derives its value from customer perceptions.
28) Brand equity is a function of brand loyalty, name awareness, and other factors.
29) The detachment phase occurs when a customer is through using a product or service and
departs.
30) A product image is a detailed version of a product idea stated in meaningful consumer terms.
31) Facilitating products are those services or goods that must be present for the guest to use the
core product.
32) The main olfactory dimensions of atmosphere are scent and freshness.
33) Companies can leverage an existing brand by employing co-branding and ingredient
branding.
34) Phase-out is the ideal way of removing a product from the market.
35) It is a commonly accepted fact that some products can avoid ever entering a decline phase.
36) Hospitality managers need to think about the product on four levels. Briefly describe each
level.
37) Define a hospitality industry product.
38) Atmosphere is appreciated through the senses. Sensory terms provide descriptions for the
atmosphere of a particular set of surroundings. Describe the main sensory channels.
39) Define brand. What is the importance of a brand name? Provide examples to support your
answer.
40) Each product will have a life cycle, although its exact shape and length is not known in
advance. Briefly explain each step in the product life cycle.