Course: MKT101

QUESTIONS FOR REVISION - CHAPTER 6-8

Business buying behavior refers to the buying behavior of organizations that buy all of the
following except ………………………………..
a. products for use in production of other products
b. services for use in production of other services
c. products purchased to resell to others
d. products purchased to rent to others
e. products purchased for personal consumption

Business buying process is the process where …………………… determine which products and
services are needed to purchase and then find, evaluate, and choose among alternative brands.
a. business buyers
b. final consumers
c. retailers
d. business clients

When compared to consumer markets, business markets are …………………….

a. approximately the same
b. smaller
c. huge
d. somewhat larger
e. less complex

Which of the following is NOT a way that business and consumer markets differ?
a. market structure and demand
b. nature of the buying unit
c. satisfaction of needs through purchases
d. types of decisions
e. decision processes

Which of the following is true about business marketers in comparison to consumer marketers?
a. They deal with far fewer but far larger buyers.
b. They deal with far more but far small buyers.
c. They deal with a more elastic market.
d. They deal with fewer demands in fluctuation.
e. They deal with the same decision buying process.

The Pure Drug Company produces insulin, a product with a very stable demand, even though
the price has changed several times in the past two years. Insulin is a product with
……………………………. demand.
a. joint
b. service
c. inelastic
d. elastic
e. fluctuating

The demand for many business goods and services tends to change more, and more quickly,
than the demand for consumer goods and services does. This is referred to as
……………………………… demand.
a. fluctuating
b. inelastic
c. derived
d. elastic
e. supplier

Inelastic demand means total demand for many business products is not affected much
by………………., especially in the short run.
a. price changes
b. changes in distribution channels
c. changes in promotion programs
d. product changes

Economic, technological, and political factors are all …………………….. that affect the business
buying process.
a. organizational factors
b. environmental factors
c. interpersonal influences
d. individual influences
e. marketing stimuli

Which business buying situation is the marketer's greatest opportunity and challenge?
a. modified rebuy
b. straight rebuy
c. new task
d. multiple rebuys
e. system rebuy

…………………… is a routine purchase decision such as a reorder without any modification.

a. Straight rebuy
b. Modified rebuy
c. New task

………………………. is a purchase decision that requires some research where the buyer wants
to modify the product specification, price, terms, or suppliers.
a. Straight rebuy
b. Modified rebuy
c. New task

…………………………….. is a purchase decision that requires thorough research such as a

new product.
a. Straight rebuy
b. Modified rebuy
c. New task

In which type of buying situation would a supplier most likely focus on maintaining product and
service quality?
a. straight rebuy
b. modified rebuy
c. new task
d. systems task
e. solutions task

The decision-making unit of a buying organization is called the ………………………

a. business buyer
b. buying center
c. buying system
d. business-to-business market
e. supplier-development center

A ………………………….. consists of the actual users of products, those who control buying
information, those who influence the decisions, those who do the actual buying, and those who
make the buying decisions.
a. supplier development team
b. cross-functional team
c. buying center
d. quality management center
e. partnership management team

In routine buying situations, which members of the buying center have formal or informal power
to select or approve the final suppliers?
a. users
b. influencers
c. gatekeepers
d. deciders
e. buyers

A(n) ……………………. controls the flow of information to others in the buying center.
a. user
b. influencer
c. buyer
d. gatekeeper
e. decider

……………………….. helps define specifications and provide information for evaluating

alternatives.
a. user
b. influencer
c. buyer
d. gatekeeper
e. decider

A………………… have formal authority to select the supplier and arrange terms of purchase.
a. user
b. influencer
c. buyer
d. gatekeeper
e. decider

Which of the following statements about buying centers is true?

a. The buying center is like a standing committee.
b. The buying center roles are specified on the organizational chart.
c. The typical buying center has five employees, one to assume each of the buying center's
roles.
d. An individual's role in the buying center does not change.
e. The buying center may involve informal participants who are not obvious to sellers.

Policies, procedures, and systems are all examples of ………………………. influences on

business buyer behavior.
a. environmental
b. authoritative
c. interpersonal
d. organizational
e. cultural

Status, empathy, and persuasiveness are all examples of ……………………. influences on

business buyer behavior.
a. environmental
b. individual
c. interpersonal
d. organizational
e. Cultural

The first step of the business buying process is ………………………..

a. general need description
b. alternative evaluations
c. problem recognition
d. order-routine specification
e. performance review

What is NOT true about the buying centre?

a. It consists of the individuals and units that play a role in the purchase decision-making
process.
b. It is often fixed and formally identified.
c. The size and make-up of the buying centre will vary for different products.
d. Buyers in a buying centre have formal authority to select the supplier and arrange terms of
purchase.

he purchasing agent at your company is working with engineers and users to define the items to
purchase by describing general characteristics and quantities needed. The buyer is preparing
a(n) ……………………………….
a. value analysis
b. product specifications list
c. general need description
d. order-routine specification
e. product proposal

In which stage of the business buying process is it a supplier's task to make sure that the
supplier is giving the buyer the expected satisfaction?
a. problem recognition
b. performance review
c. supplier search
d. supplier selection
e. order-routine specification

Advantages of e-procurement (buying on the Internet) does not include:

a. greater access to new suppliers
b. lower purchasing costs
c. hastened order processing and delivery
d. elimination of inventory problems
e. more time for purchasing agents to focus on strategic issues
A problem with the rapidly expanding use of e-purchasing (purchasing on the Internet) is that it
…………………………….
a. can erode established customer-supplier relationships
b. saves less time than expected
c. generates more transactions to document
d. generates less cost savings than predicted
e. reduces the amount of time purchasing people can spend on strategic issues

Institutional markets do NOT indlude:

a. Hospitals
b. Nursing homes
c. Prisons
d. Government agencies

Many institutional markets are characterized by ________ and ________.

a. low budgets; vague criteria
b. special needs; vague criteria
c. low budgets; captive patrons
d. captive patrons; limited access
e. mismanagement; disgruntled workers

You call in a department manager to assist in a purchase of industrial equipment. You are
considering a change in product specifications, terms, and possibly suppliers. This is most likely
a …………………… situation.
a. modified rebuy
b. new task
c. straight rebuy
d. solution selling
e. value analysis

Which of the following is most likely true about a straight rebuy?

a. It requires little customer relationship management.
b. It is more complex than a new-task situation.
c. It often involves products with low risks.
d. It occurs when a buyer wants to locate the best deal on the market.
e. It involves more opportunities for "out" buyers than other types of purchasing situations do.

………………………… is an approach to cost reduction where components are studied to

determined if they can be redesigned, standardized, or made with less costly methods of
production.
a. Value analysis
b. Price analysis
c. Cost consideration
d. Cost analysis
Value analysis is a tool to enhance ……………………… by evaluating the functionality of a
product.
a. cost efficiency
b. product performance
c. brand awareness
d. brand performance

When a company identifies the parts of the market it can serve best and most profitably, it is
practicing …………………………
a. adapted marketing
b. mass marketing
c. market targeting
d. segmenting
e. differentiation

………………………. is the process that companies use to divide large heterogeneous markets
into small markets that can be reached more efficiently and effectively with products and
services that match their unique needs.
a. market segmentation
b. market targeting
c. segmenting
d. differentiation

Your firm has decided to localize its products and services to meet local market demands. A
good approach to use would be ……………………. segmentation.
a. geographic
b. benefit
c. end-use
d. customer
e. image

Pendergraff Pet Supplies divides the pet market according to the owners' race, occupation,
income, and family life cycle. What type of segmentation does Pendergraff use?
a. geographic
b. behavioral
c. lifestyle
d. demographic
e. psychographic

Demographic variables are frequently used in market segmentation because

they…………………..
a. create smaller segments than other methods do
b. create more easily reached segments than other methods do
c. do not involve stereotypes
d. are easy to measure in comparison to many other methods
e. involve fewer attributes to consider than other methods do

Which of the following is the most popular method for segmenting markets?
a. demographic
b. gender
c. psychographic
d. behavioral
e. geographic

When Positive Image, Inc. caters to clothing, cosmetics, and toiletries markets, it most likely
uses which type of segmentation?
a. readiness
b. gender
c. behavior
d. occasions
e. geographic

Marketers of automobiles, financial services, and travel are most likely to use which of the
following types of segmentation?
a. gender
b. income
c. occasion
d. usage rate
e. readiness stage

Lifestyle characteristics and personality characteristics are two types of variables used in
………………………………. segmentation.
a. demographic
b. behavioral
c. social class
d. psychographic
e. user status

Which type of segmentation centers on the use of the word when, such as when consumers get
the idea to buy, when they actually make their purchase, or when they use the purchased item?
a. behavioral
b. psychographic
c. occasion
d. impulse
e. emergency

Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users,
and regular users of a product. This method of segmentation is called ………………………..
a. user status
b. usage rates
c. benefit
d. behavior
e. loyalty status

……………………. segmentation divides buyers into groups based on their knowledge,

attitudes, uses, or responses to a product.
a. behavioral
b. income
c. demographic
d. age and life-cylce
e. psychographic

Your current assignment at York Foods is to find the major benefits people look for in product
classes, the kinds of people who look for each benefit, and the major brands that deliver each
benefit. What is this segmentation method called?
a. benefit
b. behavioral
c. age and life cycle
d. psychographic
e. demographic

Shampoo marketers rate buyers as light, medium, or heavy product users. This
is…………………….. segmentation.
a. benefit
b. user status
c. usage rate
d. psychographic
e. occasions

Consumers can show their allegiance to brands, stores, or companies. Marketers can use this
information to segment consumers by ……………………………
a. user status
b. loyalty status
c. store type
d. brand preference
e. usage rate

Many firms make an effort to identify smaller, better-defined target groups by using
………………….
a. differentiation
b. concentrated marketing
c. multiple segmentation bases
d. positioning
e. mass marketing

As in consumer segmentation, many marketers believe that ………………… and

………………………. segmentation provide the best basis for segmenting business markets.
a. geographic; demographic
b. user status; user loyalty
c. benefits; buying behavior
d. age and life-cycle; psychographic
e. income; usage rate

Consumer and business marketers use many of the same variables to segment markets.
Business marketers use all of the following EXCEPT ………………………
a. operating characteristics
b. purchasing approaches
c. situational factors
d. personal characteristics
e. brand personalities

Lexus targets wealthy consumers with similar needs and buying behaviors, even though the
consumers are located in different countries. This is an example of ………………………...
a. intermarket segmentation
b. loyalty segmentation
c. life-cycle segmentation
d. targeting segmentation
e. psychographic segmentation

When the size, purchasing power, and profiles of a market segment can be determined, it
possesses the requirement of being …………………………..
a. measurable
b. accessible
c. substantial
d. actionable
e. observable

When a business market segment is large or profitable enough to serve, it is termed ________.
a. measurable
b. accessible
c. substantial
d. actionable
e. differentiable

When an effective program can be designed for attracting and serving a chosen segment, the
segment is best described as ………………………….
a. accessible
b. measurable
c. reachable
d. actionable
e. differentiable

You have discovered that the segments you are targeting are conceptually distinguishable and
respond differently to different marketing mix elements and programs. These segments are
……………………………..
a. accessible
b. measurable
c. reachable
d. differentiable
e. observable

The markets you have chosen to serve in four western states can be effectively reached and
served. You would tell the marketing manager that these segments are ……………………….
a. measurable
b. accessible
c. substantial
d. actionable
e. profitable

To evaluate the different market segments your company serves, you would look at all of these
factors EXCEPT which one?
a. segment size
b. segment growth
c. segment structural attractiveness
d. company values
e. company resources

What makes a segment less attractive?

a. the segment already contains many strong and aggressive competitors
b. the buyers in the segment possess strong bargaining power relative to sellers
c. the segment contains powerful suppliers
d. all of the above

Barney Hopkins has compiled a list of things that make segments more attractive. Which one of
the following items should NOT be on the list?
a. relative power of buyers
b. lack of powerful suppliers to control prices
c. few substitute products
d. competition with superior resources
e. financial resources
In general, a company should enter only segments in which it can ……………… and
………………….
a. offer lower prices; ship faster
b. offer superior value; gain advantages over competitors
c. offer superior value; ship faster
d. gain advantages over competitors; mass market its products
e. offer lower prices; develop customer loyalty

When it comes to evaluating segment size and growth, what kind of data does the company
have to collect and analyze?
a. current segment sales
b. growth rates
c. expected profitability
d. all of the above

Mass marketers, such as Target and Venture Stores, often ignore market segment differences
and target the whole market with one offer. What is their approach to segmenting?
a. undifferentiated marketing
b. differentiated marketing
c. target marketing
d. concentrated marketing
e. micromarketing

When New Port Shipping uses segmented marketing, it targets several segments and designs
separate offers for each one. This approach is called ………………………. marketing.
a. undifferentiated
b. differentiated
c. target
d. individual
e. niche

The offer of undifferentiated marketing will focus on what is common in the …………………
rather than on what is different.
a. needs of consumers
b. prices of products
c. ways to distribute products
d. quality of products

Undifferentiated marketing relies on quality, mass distribution and ………………….to give the
product a superior image in people's minds.
a. mass advertising
b. well-executed marketing strategies
c. product positioning
d. brand positioning
Which of the following is a disadvantage of differentiated marketing strategy?
a. lost sales that would have been made with an undifferentiated marketing strategy across all
segments
b. lost customer loyalty due to lack of brand loyalty
c. increased costs for separate marketing plans for each brand
d. other suppliers controlling pricing
e. lack of resources to succeed in an attractive segment

Using concentrated marketing, the marketer goes after a …………………. share of

……………………
a. small; a small market
b. small; a large market
c. large; one or a few niches
d. large; the mass market
e. moderate; local

What is not true about concentrated marketing?

a. Concentrated marketing targets a small share of a large market (Right answer:
Especially appealing when company resources are limited)
b. It is especially appealing when company possesses huge resources
c. A firm can achieve a strong market position in the segments.
d. It is more effective and efficient.

The practice of tailoring products and marketing programs to suit the tastes of specific
individuals and locations is referred to as …………………… marketing.
a. niche
b. mass
c. differentiated
d. undifferentiated
e. micro

………………………… tailors brands and promotions to the needs and wants of specific cities,
neighborhoods, and even stores.
a. Undifferentiated
b. Differentiated marketing
c. Niche marketing
d. Local marketing
e. Individual marketing

Which of the following is the narrowest marketing strategy?

a. segmented strategy
b. local marketing
c. differentiated marketing
d. mass marketing
e. undifferentiated marketing

Which of the following is NOT a drawback of local marketing?

a. It can drive up manufacturing costs.
b. It can drive up marketing costs by reducing economies of scale.
c. It can create logistics problems.
d. A brand's overall image might be diluted through too much variation.
e. Supporting technologies are not available.

…………………………. is the process through which firms interact one-to-one with masses of
customers to design products and services tailor-made to meet individual needs. Has made
relationships with customers important in the new economy.
a. micromarketing
b. mass marketing
c. mass customization
d. differentiated marketing
e. localization

When choosing a target marketing strategy, many factors need to be considered. Which of the
following does your text NOT mention as important?
a. company resources
b. degree of product variability
c. product life-cycle stage
d. product cost
e. competitors' marketing strategies

Target marketing sometimes generates controversy and concern. Issues usually involve the
targeting of ……………………… consumers with ……………………. products.
a. elderly; durable
b. young; appealing
c. vulnerable; marketing
d. vulnerable; potentially harmful
e. unexpected; deceptive

Product position is the way the product is defined by ………… on important attributes relative to
competing products.
a. manufacturers
b. wholesalers
c. retailers
d. consumers
e. suppliers

Which of the listed choices is NOT a positioning task?

a. identifying a set of possible competitive advantages upon which to build a position
b. surveying frequent users of the product
c. selecting an overall positioning strategy
d. effectively communicating and delivering the chosen position to the market
e. selecting the right competitive advantages

A company or market offer can be differentiated along the lines of product, image, services,
channels, or …………………………
a. labeling
b. packaging
c. people
d. customer service
e. reputation

Which type of differentiation is used to gain competitive advantage through the way a firm
designs its distribution coverage, expertise, and performance?
a. services differentiation
b. channel differentiation
c. people differentiation
d. product differentiation
e. price differentiation

When firms use symbols, colors, or characters to convey their personalities, they are using
………………………… differentiation.
a. image
b. people
c. company
d. reputation
e. subliminal

What does USP stand for?

a. unique selling product
b. unique services practice
c. unique sales pitch
d. unique selling proposition
e. unique strategic practice

A brand difference is worth establishing and promoting to the extent that it satisfies all of the
criteria below EXCEPT which one?
a. important
b. distinctive
c. divisible
d. affordable
e. noticeable
g. superior
……………………… is the full mix of benefits upon which a brand is positioned.
a. value proposition
b. target marketing
c. capturing the consumers' attention
d. value profiling
e. differentiated marketing

The answer to the customer's question "Why should I buy your brand?" is found in the
……………………..
a. quality image
b. customer services
c. value proposition
d. differentiation
e. pricing and promotion structure

Brand that selects …………………… proposition will be able to justify a higher price by
providing customers with a higher level of benefits in their brand or product.
a. more for more
b. more-for-the-same
c. more-for-less
d. same-for-less
e. less-for-much-less

Which positioning strategy offers consumers a "good deal" by offering equivalent-quality

products or services at a lower price?
a. more-for-the-same
b. more-for-less
c. same-for-less
d. less-for-much-less
e. all-or-nothing

“Less-for-much-less" positioning involves meeting consumers'..................................

a. quality performance requirements at a lower price
b. lower quality requirements in exchange for a lower price
c. lower quality requirements at the lowest possible price
d. high quality requirements at a discounted rate
e. high quality requirements at the lower possible price

Which difficult-to-sustain positioning strategy attempts to deliver the "best-of-both"?

a. more-for-the-same
b. more-for-less
c. same-for-less
d. less-for-much-less
e. more-for-more
Which type of statement first indicates the product's membership in a category and then shows
its point-of-difference from other members of the category?
a. mission statement
b. vision statement
c. differentiation statement
d. positioning statement
e. statement of intent

Jolene Enterprises mass produces an all-purpose floor cleaner, mass distributes it and mass
promotes it. This firm uses …………………………. marketing.
a. segmented
b. undifferentiated
c. nontraditional
d. differentiated
e. mass customization

Sanguine Services is a small company that practices a marketing strategy in which its limited
resources are used to go after a large share of two small niches. Sanguine practices which one
of these strategies?
a. undifferentiated
b. differentiated
c. mass
d. concentrated
e. geographically dispersed

We define a ………………………… as anything that can be offered to a market for attention,

acquisition, use, or consumption and that might satisfy a want or need.
a. private brand
b. service variability
c. Service
d. Product
e. service encounter

To differentiate themselves, many companies go beyond offering products and services; they
are also developing and delivering customer ………………………...
a. Feedback
b. Experiences
c. Brands
d. product lines
e. Events

Product planners need to consider products and services on three levels. Each level adds more
customer value. The most basic level is the……………………, which addresses the question,
"What is the buyer really buying?"
a. actual product
b. augmented product
c. core benefits
d. co-branding
e. Exchange

Product planners need to think about products and services on three levels. The second level is
where the company turns the core benefit into a(n) …………………………..
a. augmented product
b. brand equity
c. brand extension
d. industrial product
e. actual product

The third level of a product that product planners must consider is a(n) ………………….. that
offers additional consumer services and benefits.
a. brand equity
b. augmented product
c. brand extension
d. industrial product
e. image

………………………….. are consumer products and services that the customer usually buys
frequently, immediately, and with a minimum comparison and buying effort.
a. convenience products
b. shopping products
c. specialty products
d.unsought products
e.industrial products

………………………. are consumer products and services that the customer compares carefully
on suitability, quality, price, and style.
a. convenience products
b. shopping products
c. specialty products
d.unsought products
e.industrial products

……………………….. are consumer products and services with unique characteristics or brand
identification for which a significant group of buyers is willing to make a special purchase effort.
a. convenience products
b. shopping products
c. specialty products
d.unsought products
Products and services bought by final consumers for personal consumption include all of the
following EXCEPT …………………………...
a. convenience products
b. byproducts
c. shopping products
d. specialty products
e. unsought products

Products and services fall into two broad classifications based on the types of consumers that
use them. Which is one of these broad classes?
a. industrial products
b. specialty products
c. supplies and services
d. materials and parts
e. convenience products

……………………………… are products and services bought by final consumers for personal
consumption. These include convenience products, shopping products, specialty products, and
unsought products.
a. Services
b. Consumer products
c. Line extensions
d. Industrial products
e. Straight extensions

……………………………… are consumer products that the consumer either does not know
about or knows about but does not normally think about buying.
a. Specialty products
b. Line extensions
c. Unsought products
d. Shopping products
e. Staples

…………………………….. are those products purchased for further processing or for use in
conducting a business.
a. Unsought products
b. Specialty products
c. Shopping products
d. Industrial products
e. Accessories

…………………………….. consists of activities undertaken to create, maintain, or change the

attitudes and behavior of target consumers toward an organization.
a. Person marketing
b. Organization marketing
c. Internal marketing
d. Service variability
e. Intelligence marketing

…………………………. involves activities undertaken to create, maintain, or change attitudes

toward particular cities, states, and regions.
a. Idea marketing
b. Place marketing
c. Organization marketing
d. Social marketing
e. Interactive marketing

……………………………. is defined as the use of commercial marketing concepts and tools in

programs designed to influence individuals' behavior to improve their well-being and that of
society.
a. Unsought product marketing
b. Internal marketing
c. Social marketing
d. Product line
e. Interactive marketing

Developing a product or service involves defining the benefits that it will offer. These benefits
are communicated and delivered by ……………….. such as quality, features, and style and
design.
a. package labeling
b. product attributes
c. support services
d. product mixes
e. marketing tools

………………………… is one of the marketer's major positioning tools because it has a direct
impact on product or service performance; it is therefore closely linked to customer value and
satisfaction.
a. Packaging
b. Product quality
c. Total quality management
d. Specialty product marketing
e. Positioning

What are the two dimensions of product quality?

a. consistency and level
b. performance and resistance
c. design and innovation
d. conformance and style
e. feature and design

……………………….. contributes to a product's usefulness as well as to its looks.

a. Style
b. Design
c. Conformance quality
d. Brand
e. Functionality

A(n) ________ is a name, term, sign, symbol, design, or a combination of these, that identifies
the maker or seller of a product or service.
a. service
b. brand
c. co-branding
d. internal marketing
e. external marketing

………………………… involves designing and producing the container or wrapper for a product.
a. Packaging
b. Leveling
c. Servicing
d. Branding
e. Labeling

All of the following are functions performed by a product's packaging EXCEPT that it
………………………..
a. contains and protects the product
b. contains the brand mark
c. protects children
d. determines product quality
e. may contain the brand symbol

At the very least, a product's ………………………. identifies the product or brand. It might also
describe several things about the product and promote the brand.
a. line extension
b. portfolio
c. label
d. copyright
e. package

Many companies now use a combination of phone, e-mail, fax, Internet, and other technologies
to provide ………………………………
a. labeling information
b. brand equity
c. support services
d. packaging advantages
e. product mixes

Berkowitz Piano Company can expand its product line in one of two common ways. Which of
the following is one of those ways?
a. internal marketing
b. line filling
c. product mixing
d. social marketing
e. line mixing

……………………. is a group of products that are closely related because they function in a
similar manner, are sold to the same customer groups, are marketed through the same types of
outlets, or fall within given price ranges.
a. product line
b. product mix
c. product category

An alternative to product line stretching is ………………., adding more items within the present
range of the line.
a. product mixing
b. interactive marketing
c. product line filling
d. co-branding
e. service marketing

When a company lengthens its product line beyond its current range, it is ………………...
a. product line filling
b. product line stretching
c. product mixing
d. increasing product depth
e. building product equity

A ……………………….. consists of all the product lines and items that a particular seller offers
for sale.
a. product mix
b. brand line
c. consumer mix
d. packaging mix
e. line extension

Product mix …………….. refers to the number of different product lines the company carries.
a. length
b. height
c. width
d. perimeter
e. Depth

Product mix ……………………. refers to the total number of items a company carries within its
product lines.
a. length
b. depth
c. height
d. width

Product mix ……………………….. refers to the number of versions offered of each product in
the line. Colgate toothpaste comes in 16 varieties, ranging from Colgate Total to Colgate Kids
Toothpastes.
a. length
b. depth
c. height
d. width

The ………………….. of the product mix refers to how closely related the various product lines
are in end use, production requirements, distribution channels, or some other way.
a. length
b. depth
c. consistency
d. width
e. perimeter

A company can increase its business in four ways. Which is NOT one of these ways?
a. It can add new product lines, thus widening its product mix.
b. It can lengthen its existing product lines.
c. It can add more versions of each product and thus deepen its product mix.
d. It can discontinue some of its lines.
e. It can increase the consistency of its product mix.

…………………… is the positive differential effect that knowing the brand name has on
customer response to the product or service.
a. Brand equity
b. Brand awareness
c. Brand value
d. Brand recognition
Some analysts see …………………… as the major enduring asset of a company, outlasting the
company's specific products and facilities.
a. brands
b. experiences
c. benefits
d. services
e. Staples

A(n) ……………………. represents consumers' perceptions and feelings about a product and its
performance.
a. product line
b. experience
c. brand
d. service
e. attribute

The total financial value of a brand is estimated through the process of brand ………………….
a. differentiation
b. valuation
c. extension
d. positioning
e. equity

The fundamental asset underlying brand equity is ……………….. the value of the customer
relationships that the brand creates.
a. the customer mix
b. customer equity
c. the product experience
d. service variability
e. the service encounter

Which of the following is the lowest level on which marketers can position their brands in target
customers' minds?
a. interactive marketing
b. internal marketing
c. product attributes
d. strong beliefs and values
e. added service

The strongest brands go beyond attributes or benefit positioning; they are positioned on
……………………………...
a. desirable benefit
b. good packaging
c. service inseparability
d. strong beliefs and values
e. customer image

Which of the following is NOT a desirable quality for a brand name?

a. It should suggest something about the product's benefits and qualities.
b. It should be easy to pronounce, recognize, and remember.
c. The brand should almost always be a long word to get attention.
c. The name should translate easily into foreign languages.
c. It should be distinctive.

All of the following are a manufacturer's sponsorship options for a product EXCEPT
……………………..
a. manufacturer's brand
b. multibrands
c. private brand
d. licensed brand
e. Co-branding

A good name begins with a careful review of the product and its benefits, the………………. and
proposed marketing strategies.
a. target market
b. competitors
c. product positioning
d. brand vision

An increasing number of retailers and wholesalers have created their own ………………., also
called store brands.
a. manufacturers' brands
b. private brands
c. national brands
d. generic brands
e. multibrands

For a fee, some companies …………………….. names or symbols previously created by other
manufacturers, names of well-known celebrities, and/or characters from popular movies and
books, any of which can provide an instant and proven brand name.
a. service
b. market
c. package
d. brand
e. license

…………………….. is used when two established brand names of different companies are used
on the same product.
a. A brand extension
b. Brand equity
c. Co-branding
d. Internal marketing
e. Cannibalization

Which of the following is an advantage offered by co-branding?

a. Manufacturers do not have to invest in creating their own brand names.
b. Retailers have exclusive products that cannot be purchased from competitors.
c. A company can expand its existing brand into a category it otherwise might have
difficulty entering alone.
d. Advertising, sales, promotion, and marketing must be carefully coordinated.
e. Brand equity is stabilized

A company has four choices when it comes to developing brands. What is NOT one of those
choices?
a. line extension
b. brand extension
c. multibrands
d. width and depth extension
e. new brands

………………………………occurs when a company introduces additional items in a given

product category under the same brand name, such as new flavors, forms, colors, ingredients,
or package sizes.
a. A line extension
b. A brand extension
c. Interactive marketing
d. Service variability
e. Service intangibility

A …………………. involves the use of a successful brand name to launch new or modified
products in a new category.
a. line extension
b. product line
c. brand extension
d. private brand
e. brand symbol

Which of the following is a potential drawback of multibranding?

a. Consumers may become confused about the image of the main brand.
b. An overextended brand name might lose its specific meaning for consumers.
c. Different product features can appeal to consumers with different buying motives.
d. The company's resources may be spread over too many brands.
e. The company can occupy more retail shelf space.

While advertising campaigns can help to create name recognition, brand knowledge, and
maybe even some brand preference, brands are not maintained by advertising but by
……………………………..
a. marketing experience
b. line extensions
c. brand experience
d. product mix
e. service recovery

To reduce problems associated with the intangibility of the services offered by a restaurant, the
restaurant owner would be most likely to do which of the following?
a. lower entree prices between 4 p.m. and 6 p.m.
b. provide clean tablecloths and cloth napkins for each new customer
c. empower employees to handle customer complaints
d. offer a service guarantee to ensure customers that food quality will be consistent
e. offer regular employee workshops focusing on customer service

…………………… refers to the fact that services cannot be seen, tasted, felt, heard, or smelled
before they are purchased.
a. Intangibility
b. Inseparability
c. Variability
d. Perishability

………………………. refers to the fact that services are produced and consumed at the same
time and cannot be separated from their providers, whether the providers are people or
machines.
a. Intangibility
b. Inseparability
c. Variability
d. Perishability

…………………….. refers to the fact that service quality depends on who provides it as well as
when, where, and how it is provided.
a. Intangibility
b. Inseparability
c. Variability
d. Perishability

………………………….. refers to the fact that services cannot be stored for later sale or use.
a. Intangibility
b. Inseparability
c. Variability
d. Perishability

Marketing strategies for the firms do NOT include:

a. Service-profit chain
b. Internal marketing
c. Interactive marketing
d. Competitive differentiation

Which of the following is NOT one of the links in the service-profit chain, linking service firm
profits with employee and customer satisfaction?
a. internal service quality
b. evidence management
c. satisfied and productive service employees
d. satisfied and loyal customers
e. healthy service profits and growth

Through …………………………., the service firm trains and motivates its customer-contact
employees and supporting service people to work as a team to provide customer satisfaction.
a. service inseparability
b. service intangibility
c. service variability
d. internal marketing
e. external marketing

………………………… means that service quality depends on the quality of buyer-seller

interaction during the service encounter.
a. Interactive marketing
b. Service differentiation
c. Service productivity
d. Internal marketing
e. External marketing

All of the following are methods for developing a differentiated service offer, delivery, or image
EXCEPT ……………………….
a. offering innovative features
b. increasing the quantity of service by giving up some durability
c. having more reliable customer-contact people
d. developing symbols and branding
e. designing a superior delivery process