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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+%
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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 haðe
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"$. - manufacturer has four brand sponsorship options. Eescribe
what they are.
It can launch a manufacturer9s brand (or national brand%. It can
sell to resellers who use apri&ate brand. It can market
licensed brands. It can join forces with another company toco;brand
a product.(5hallenging pp. "?;"?+%
1"+. - company has four choices when it comes to de&eloping
brands. Eescribe whatthey are.
It can introduce line e
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1"8. 4ood ser&ice companies focus attention on both
customers and employees.Eescribe what the ser&ice;profit chain
and internal marketing are, and how theydiffer from each other.
The ser&ice;profit chain links ser&ice firm profits with
employee and customer
satisfaction. Internal marketing by a ser&ice firm is to
train and effecti&ely moti&ate itscustomer;contact
employees and all the supporting ser&ice people to work as a
team topro&ide customer satisfaction. The first deals with
employees and customers. Thesecond deals with training
employees.(5hallenging pp. @@;@1%
1"?. *hat are three ways a company manages competiti&e
ser&ice differentiation
Bne solution is to de&elop a differentiated offer. -nother
way is that companies candifferentiate their ser&ice
deli&ery by ha&ing more and reliable customer; contact
people,by de&eloping a superior physical en&ironment in
which the ser&ice product is deli&ered.
er&ice companies can work on differentiating their images
through symbols andbranding.(5hallenging pp. @";@%
1@. Eescribe two special challenges that international marketers
must consider to besuccessful in marketing to other countries.
First, they must figure out what products and ser&ices to
introduce and in whichcountries. Then, they must decide how much to
standardi0e or adapt their products andser&ices for world
markets.(5hallenging pp. @3;@+%
"@$