Marketing an Introduction, Gary Armstrong
Chapter 7: Product, services and branding strategy
Chapter 7: Product, services and branding strategy
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Set of flashcards Details
| Flashcards | 38 |
|---|---|
| Language | English |
| Category | Marketing |
| Level | University |
| Created / Updated | 27.05.2013 / 01.06.2022 |
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We define a ________ as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need
Product is a key element in ________. At one extreme, it may consist of pure tangible goods or at the other extreme, pure services.
Product planners need to think about products and services on three levels. The most basic level is the ________, which addresses the question, "What is the buyer really buying?"
Product planners must design the actual product and find ways to ________ it in order to create the bundle of benefits that will create the most customer value.
________ are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought 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.
_______ are those products purchased for further processing or for use in conducting a business.
________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment.
_______ 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
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.
_______ is an approach in which all the company's people are involved in constantly improving the products, services, and business processes.
Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance?
_______ contributes to a product's usefulness as well as to its looks
_______ involves designing and producing the container or wrapper for a product.
At the very least, the ________ identifies the product or brand. It might also describe several things about the product.
Many companies now use a combination of phone, e-mail, fax, Internet, and other technologies to provide _______
Maheu Piano Company can expand its product line in one of two common ways. Which of the following is one of the ways that might prove productive?
When a company lengthens its product line beyond its current range, it is ______
Product mix ________ refers to the number of different product lines the company carries. Procter & Gamble markets around 250 brands organized into many product lines.
A company can increase its business in four ways. Which is not one of these ways?
A key element in a company's relationship with consumers, a ________ represents consumers' perceptions and feelings about a product and its performance.
The fundamental asset underlying brand equity is ________–the value of the customer relationships that the brand creates. A powerful brand is important, but what it really represents is a set of loyal consumers.
The strongest brands go beyond attributes or benefit positioning; they are positioned on ________.
An increasing number of retailers and wholesalers have created their own ________, also called store brands.
____ occurs when two established brand names of different companies are used on the same product.
Which of the following is an advantage offered by co-branding?
A ________ involves the use of a successful brand name to launch new or modified products in a new category.
Which type of strategy involves weeding out weaker brands and focusing marketing expenditure only on brands that can achieve the number-one or number-two market share positions in their categories?
Advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference. However, brands are not maintained by advertising but by the ________.
______ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.
Which of the following is not one of the links in the service-profit chain, linking service firm profits with employee and customer satisfaction?
Because service quality depends on the quality of buyer-seller interaction during the service encounter, service marketers use ________ to train employees in the art of interacting with customers to satisfy their needs.
Which of the following does not belong to the materials and parts group of industrial products?
Paper, pencils, lubricants, paint, nails, and brooms are examples of ________.
A clothing marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented?
Gina's Nail Salon is serious about pleasing its customers. Employees are trained to immediately and pleasantly respond to any customer complaints, and they are empowered to offer discounts and free add-ons to customers who believe they have received anything less than the best service. Gina's Nail Salon focuses on ________.
Which of the following is the lowest level on which marketers can position their brands in target customer's minds?
Which of the following is not a desirable quality for a brand name?
