question ch 9 kotler (3)

5/26/2018 Question CH 9 KOTLER (3)

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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 areeager to help. Feeling good is the new religion. These companies are the newest ofthe new prophets, turning the old notion of hope in a jar on its head.a. autob. cosmeticsc. toyd. food

(b !oderate p. "#$%

". Tony and Tiny ha&e a _____ company with a mission statement' To aid in thee&olution of human consciousness.) *e think color therapy is going to be the newmedicine,) said Tony.a. autob. cosmeticc. toyd. food

(b !oderate p. "#+%

. -t the $ store in o/o, you buy things that are energi0ing,) nurturing,) or

adoring.) /ere are products that are not intended to make you look better, but tomake you act better, feel better, and be a better person. *hat kind of a store is thisa. foodb. toyc. electronicsd. cosmetics

(d 2asy p. "#+%

3. _____, the 4eneral !otors of the cosmetics world, has a passionately held beliefthat the appeal is first the spirituality, and then the products.a. -&on 5ompany

b. /ea&en ent 5ompanyc. 2stee 6auder 5ompaniesd. 7roctor and 4amble

(c 5hallenging p. "#+%

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$. The cosmetic9s image, its promises and positioning, its ingredients, its name andpackage, the company that makes it, the stores that sell it:all become a part of thetotal cosmetic product. *hat is one thing they do not try to sella. lifestyleb. self;e


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1@. 7roduct planners need to think about products and ser&ices on three le&els. 2achle&el adds more customer &alue. The most basic le&el is the _____, which addressesthe =uestion, *hat is the buyer really buying)a. actual productb. augmented product

c. core benefitd. co;branding(c 5hallenging p. "#?%

11. 7roduct planners need to think about products and ser&ices on three le&els. Thethird le&el is that the product planners must build on a(n% _____ around the corebenefit and actual product by offering additional consumer ser&ices and benefits.a. augmented productb. brand e=uityc. brand e


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1$. _____ are less fre=uently purchased consumer products and ser&ices that customerscompare carefully on suitability, =uality, price, and style. 5onsumers spend muchtime and effort in gathering information and making comparisons.a. hopping productsb. >rands

c. er&icesd. Industrial 7roducts(a !oderately p. "8@%

1+. _____ are consumer products and ser&ices with uni=ue characteristics or brandidentification for which a significant group of buyers is willing to make a specialpurchase effort.a. hopping productsb. Ansought productsc. pecialty productsd. Industrial 7roducts

(c !oderate p. "8@%

1#. _____ are consumer products that the consumer either does not know about orknows about but does not normally think about buying. These products re=uire a lotof ad&ertising, personal selling, and other marketing efforts.a. pecialty productsb. 6ine e


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"@. Bne of the three groups of industrial products includes materials and parts. *hichis not one of the material partsa. farm products such as wheatb. natural products such as iron orec. nonraw materials

d. petroleum(c 2asy p. "81%

"1. !anufactured materials and parts are sold directly to _____. 7rice and ser&ice arethe major marketing factors branding and ad&ertising tend to be less important.a. consumersb. industrial usersc. brand e


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"$. _____ consists of acti&ities undertaken to create, maintain, or change the attitudesand beha&ior of target consumers toward an organi0ation.a. 7erson marketingb. Brgani0ation marketingc. Internal marketing

d. er&ice &ariability(b 5hallenging p. "8"%

"+. *hat is a major tool companies use to market themsel&es to &arious publics : suchas 4eneral 2lectric states, *e bring good things to life)a. person marketingb. corporate image ad&ertisingc. product =ualityd. product line

(b 5hallenging p. "8"%

"#. _____ consists of acti&ities undertaken to create, maintain, or change attitudes orbeha&ior toward particular people.a. 5orporate image ad&ertisingb. Brgani0ation marketingc. 7erson marketingd. ocial marketing

(a !oderate p. "8"%

"8. _____ in&ol&es acti&ities undertaken to create, maintain, or change attitudes towardsparticular cities, states, and regions. Te


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@. _____ is defined as the use of commercial marketing concepts and tools in programsdesigned to influence indi&idual9s beha&ior to impro&e their well;being and that ofsociety.a. Ansought productb. Internal marketing

c. ocial marketingd. 7roduct line(c 2asy p. "8%

1. !arketing efforts, which include public health campaigns to reduce smoking,alcoholism, drug abuse, and o&ereating are called _____.a. specialty productb. social marketingc. shopping productd. consumer product

(b !oderate p. "8%

". The -d 5ouncil of -merica has de&eloped do0ens of _____ ad&ertising campaigns,including classics such as moky >ear,) Ceep -merica >eautiful,) and BnlyDou 5an 7re&ent Forest Fires.)a. socialb. brand e=uityc. ser&iced. product line

(a !oderate p. "8"%

. Ee&eloping a product or ser&ice in&ol&es defining the benefits that it will offer.

These benefits are communicated and deli&ered by _____ such as =uality, features,and style and design.a. pri&ate brandb. product attributesc. consumer productd. product mirand e=uityc. Total =uality management

d. pecialty product(c 2asy p. "83%

+. Dou ha&e just read an article on the latest research about product =uality. Dou wantto tell your super&isor that product =uality has two dimensions. *hat is one ofthese dimensionsa. consistencyb. brandc. con&enience productd. specialty product

(a 2asy p. "83%

#. >eyond =uality le&el, high =uality also can mean high le&els of =uality consistency./ere, product =uality means _____ : freedom from defects and consistency indeli&ering a targeted le&el of performance.a. pri&ate brandb. product =ualityc. total =uality managementd. conformance =uality

(d 5hallenging p. "83%

8. - product can be offered with &arying _____. - stripped;down model, one without

any e


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3@. - sensational _____ may grab attention and produce pleasing aesthetics, but it doesnot necessarily make the product perform better.a. designb. stylec. &ariable

d. ser&ice;profit chain(b !oderate p. "83%

31. _____ is more than skin deep:it goes to the &ery heart of the product. Itcontributes to a product9s usefulness as well as to its looks.a. tyleb. Eesignc. 7ackingd. >rand

(b 2asy p. "83%

3". 4ood style and design can do many things. *hat is one thing it cannot doa. attract attentionb. impro&e product performancec. cut production costsd. cause unsought product reputation

(d 2asy p. "83%

3. -(n% _____ is a name, term, sign, symbol, design, or a combination of these, thatidentifies the maker or seller of a product or ser&ice.a. ser&iceb. brand

c. co;brandingd. internal marketing(b 2asy p. "8$%

33. _____ in&ol&es designing and producing the container or wrapper for a product.a. 7ackagingb. 7roduct linec. er&iced. >randing

(a 2asy p. "8+%

3$. 6ike ew 7roducts wants to impro&e its packaging after reading customer responsesto its customer opinion poll. *hich is not a function of packaginga. Its purpose is to contain and protect the product.b. It contains the brand mark.c. It protects children.d. It determines product =uality.

(d !oderate p. "8+%

1?1


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3+. -t the &ery least, the _____ identifies the product or brand. It might also describese&eral things about the product.a. line e


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$1. >erkowit0 7iano 5ompany can lengthen its product line in one of two commonways. *hich is one of these ways that might pro&e producti&ea. internal marketingb. line fillingc. product mi -uto Eetailing9s customers ha&e noticed that the =uality of ser&ices depends onwho pro&ides them as well as when, where, and how they are pro&ided. *hat ha&ethe customers noticeda. ser&ice intangibilityb. ser&ice inseparabilityc. ser&ice &ariabilityd. ser&ice perishability

(c !oderate p. "??%

88. - barber cannot in&entory haircuts. _____ means that ser&ices cannot be stored fora later sale or use.a. er&ice intangibilityb. er&ice inseparabilityc. er&ice &ariabilityd. er&ice perishability

(d 2asy p. "??%

8?. In a product business, products are fairly standardi0ed and can sit on shel&es waitingfor customers. >ut in a ser&ice business, front;line ser&ice employees and the

support processes backing these employees participate in _____.a. interactionb. co;brandingc. industrial marketingd. internal marketing

(a 5hallenging p. @@%

?@. _____ means that the ser&ice firm must effecti&ely train and moti&ate its customer;contact employees and supporting ser&ice people to work as a teamto pro&idecustomer satisfaction.a. er&ice inseparability

b. er&ice intangibilityc. er&ice &ariabilityd. Internal marketing

(d !oderate p. @1%

"@@


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True False

?1. 2stee 6auder 5ompany is the 4eneral !otors of the cosmetics world.(True 2asy p. "#+%

?". The cosmetic company -&eda sells more than just a tangible product. They selllifestyle, self;e


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1@". 7roduct support ser&ices identify the product or brand, describe se&eral things aboutthe product, and promote the product through attracti&e graphics.

(False !oderate p. "88%

1@. MuakerN produces a &ariety of cereals. This &ariety is called its product line.

(True !oderate p. "8?%

1@3. - company9s product mi< has four important dimensions' width, length, depth, andconsistency.

(True 2asy p. "?@%

1@$. Eo&e marketers can go beyond the brand9s cleansing cream attributes and talk aboutthe resulting benefit of softer skin. This is known as product attributes in brandpositioning.

(False 5hallenging p. "?"%

1@+. Bne important =uality for a brand name is that it should translate easily into foreignlanguages.(True 2asy p. "?%

1@#. -n increasing number of retailers and wholesalers ha&e created their own brands :such as *al;!art offers am9s 5hoice be&erages and food products. This is calledco;branding.

(False 5hallenging p. "?%

1@8. *hen a company introduces a new brand name in the same product category it iscalled line e


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11". In a product business, products are fairly standardi0ed and can sit on shel&es waitingfor customers. In a ser&ice business, the customer and front;line ser&ice employeeinteract to create the ser&ice.

(True 2asy p. @@%

11. The ser&ice;profit chain means the set of all product lines and items that a particularseller offers for sale.(False 5hallenging p. @@%

113. - big part in managing ser&ice differentiation is in the company9s ser&ice deli&ery.(True !oderate p. @"%

11$. 5ustomer retention is perhaps the best measure of =uality:a ser&ice firm9s abilityto hang on to its customers depends on how consistently it deli&ers &alue to them.

(True 2asy p. @%

11+. !anaging ser&ice producti&ity can take place when a company increases the =ualityof their ser&ice by gi&ing up some of their output.(True !oderate p. @%

11#. The go&ernment cannot pre&ent companies from adding products throughac=uisitions if the effect threatens to lessen competition.

(False !oderate p. @3%

118. Internal marketers face special challenges. They must figure out what products tointroduce to other countries.

(False !oderate p. @3%

11?. In international product and ser&ice marketing it is important to know what differentcolors mean to different countries.

(True 2asy p. @$%

1"@. In international product and ser&ice marketing, many banks were afraid to go globaland held off for =uite a while.

(False !oderate p. @$%

1"1. Jetailers such as *al;!art, Cmart, Toys J) As, Bffice Eepot, and Eisney areamong the first businesses to go global.

(False 5hallenging p. @+%

1"". er&ice companies wanting to operate in other countries are usually welcomed withopen arms. !anufacturers usually face restrictions when attempting to sell theirproducts in another country.

(False 5hallenging p. @+%

"@


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Essay

1". 7roducts and ser&ices fall into two broad classes based on the types of consumersthat use them. ame these two broad classes and describe how they are different

from each other.

5onsumer products:those bought by final consumers:are usually classified accordingto consumer shopping habits. Industrial products:purchased for further processing orfor use in conducting a business:include materials and parts.(!oderate p. "#+%

1"3. ame and describe three decisions that companies make regarding their indi&idualproducts and ser&ices, product lines, and product miranding decisions include selecting a brand name and de&eloping a brand strategy.7ackaging pro&ides many key benefits, such as protection, economy, con&enience, andpromotion. There are additional answers to this =uestion also.(2asy p. "83;"8$%

1"$. - manufacturer has four brand sponsorship options. Eescribe what they are.

It can launch a manufacturer9s brand (or national brand%. It can sell to resellers who use apri&ate brand. It can market licensed brands. It can join forces with another company toco;brand a product.(5hallenging pp. "?;"?+%

1"+. - company has four choices when it comes to de&eloping brands. Eescribe whatthey are.

It can introduce line e


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1"8. 4ood ser&ice companies focus attention on both customers and employees.Eescribe what the ser&ice;profit chain and internal marketing are, and how theydiffer from each other.

The ser&ice;profit chain links ser&ice firm profits with employee and customer

satisfaction. Internal marketing by a ser&ice firm is to train and effecti&ely moti&ate itscustomer;contact employees and all the supporting ser&ice people to work as a team topro&ide customer satisfaction. The first deals with employees and customers. Thesecond deals with training employees.(5hallenging pp. @@;@1%

1"?. *hat are three ways a company manages competiti&e ser&ice differentiation

Bne solution is to de&elop a differentiated offer. -nother way is that companies candifferentiate their ser&ice deli&ery by ha&ing more and reliable customer; contact people,by de&eloping a superior physical en&ironment in which the ser&ice product is deli&ered.

er&ice companies can work on differentiating their images through symbols andbranding.(5hallenging pp. @";@%

1@. Eescribe two special challenges that international marketers must consider to besuccessful in marketing to other countries.

First, they must figure out what products and ser&ices to introduce and in whichcountries. Then, they must decide how much to standardi0e or adapt their products andser&ices for world markets.(5hallenging pp. @3;@+%

"@$

question ch 9 kotler (3)

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