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Total quality management is an approach in which all of the company's people are involved in constantly improving the quality of products, services, and business processes.

A) True
B) False

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Consumers view a brand as an important part of a product, and branding can add value to a consumer's purchase.

A) True
B) False

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products are consumer products and services with unique characteristics or brand identifications for which a significant group of buyers is willing to make more effort than usual to purchase.


A) Unsought
B) Specialty
C) Obsolete
D) Intangible
E) Convenience

F) C) and D)
G) A) and B)

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products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.


A) Capital
B) Shopping
C) Unsought
D) Specialty
E) Convenience

F) A) and B)
G) A) and E)

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Loblaws has enjoyed great success with the many PC (President's Choice) products. Such items are considered _ brands.


A) licensed
B) extended
C) private
D) manufacturer's
E) national

F) B) and C)
G) B) and E)

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What are the two dimensions of product quality?

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Product quality is one of the marketer's major positioning tools. Quality affects product or service performance; thus, it is closely linked to customer value and satisfaction. Product quality has two dimensions: level and consistency. In developing a product, the marketer must first choose a quality level that will support the product's positioning. Here, product quality means performance quality - the product's ability to perform its functions. Beyond quality level, high quality also can mean high levels of quality consistency. Here, product quality means conformance quality - freedom from defects and consistency in delivering a targeted level of performance.

Product mix depth refers to the _ .


A) number of versions offered for each product in the line
B) ways in which the various product lines are related
C) number of different product lines the company carries
D) total number of items a company carries within its product lines
E) total market share captured by the entire product line

F) B) and E)
G) A) and B)

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Orienting and motivating customer-contact employees and supporting service people to work as a team to provide customer satisfaction is known as _ marketing.


A) internal
B) organizational
C) interactive
D) social
E) differentiated

F) B) and E)
G) A) and B)

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A

While brand management has been a key competency, has always been a cornerstone of Nike's success.


A) its catchy slogan, "Just Do It"
B) product innovation
C) a strong presence in all sports
D) player endorsements
E) exceptional advertising

F) B) and E)
G) C) and D)

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In terms of packaging functions, Tiffany & Co.'s robin egg blue boxes .


A) stifle brand awareness and recognition
B) have created confusion in the marketplace
C) are primarily used to hold and protect products
D) create immediate consumer recognition
E) deemphasize the importance of labels

F) A) and B)
G) A) and E)

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D

Support services are an important part of a customer's overall brand experience.

A) True
B) False

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The province of Newfoundland-Labrador has run very successful advertisements which draw attention to the province as a unique and vibrant tourist destination. This is an example of .


A) ideas marketing
B) in person marketing
C) benefits marketing
D) place marketing
E) organization marketing

F) D) and E)
G) All of the above

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Product mix length refers to the .


A) number of versions offered for each product in the line
B) ways in which the various product lines are related
C) number of different product lines the company carries
D) total number of items a company carries within its product lines
E) total market share captured by the entire product line

F) A) and B)
G) B) and C)

Correct Answer

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Explain, with examples, the four characteristics of services that a company must consider when designing marketing programs.

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A company must consider four special ser...

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Which of the following is an example of licensing?


A) DMX, an electronics manufacturer, acquires Z-Elex, a start-up firm, and sells all Z-Elex's products under the DMX brand name.
B) Berry, a fruit juice company, uses a well-known cartoon character to promote the company's line of children's products and pays the creator of the cartoon character a fee.
C) ZetaBike, a bicycle manufacturer, teams up with VitaWater, a sports drink producer, to introduce ZetaVita, an energy drink.
D) Mason's, a retail chain, sells a number of different products from different manufacturers under the brand name Mason's.
E) XLC, a sporting goods firm, sponsors a number of top athletes in various sports and also hosts the XLC Sporting Achievement Awards.

F) A) and D)
G) A) and C)

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Flores Fashions promotes its clothing by emphasizing the durability and quality of the fabrics it uses. The company has positioned its brand based on .


A) beliefs and values
B) product benefits
C) brand loyalty
D) market share
E) product attributes

F) B) and D)
G) A) and E)

Correct Answer

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What is a product? What are the three levels of a product?

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A product is anything that can be offere...

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Laundry detergent, candy, magazines, and fast food are purchased frequently by customers. They are examples of products.


A) specialty
B) shopping
C) convenience
D) unsought
E) industrial

F) A) and D)
G) B) and E)

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A brand can be better positioned by associating its name with a desirable benefit.

A) True
B) False

Correct Answer

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Which of the following statements is most likely true about unsought products?


A) Unsought products are consumer products and services that customers buy frequently.
B) Unsought products offer many unique characteristics to status-conscious consumers.
C) Compared to convenience products, unsought products are purchased more frequently.
D) Unsought products are typically purchased for further processing by industrial manufacturers.
E) Marketers use aggressive advertising to convince consumers to buy unsought products.

F) None of the above
G) C) and D)

Correct Answer

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