MRKT TEST BANK CH 7
_____ is/are used to legally protect brands and their images from usage by others. -
✔✔ANSW✔✔..Trademarks
_____ is/are used to legally protect the written word, a sound recording, or a form of
communication from being copied by another. - ✔✔ANSW✔✔..Copyrights
_____ products are inexpensive items one purchases frequently and with a minimum of
shopping effort. - ✔✔ANSW✔✔..Convenience
A _____ brand has no branding at all and is produced as a cheap alternative to a
manufacturer's brand and to a private label branded product. - ✔✔ANSW✔✔..generic
A _____ is a name or phrase uniquely given by a company to a product to distinguish it
from the competition. - ✔✔ANSW✔✔..brand
A large machine for producing sheet metal from steel ingots would be classified as -
✔✔ANSW✔✔..installations
A product _____ is a group of products—goods or services—that are closely related
because they satisfy a class of needs, are used together, are sold to the same customer
group, are distributed through the same types of outlets, or fall within a given price
range. - ✔✔ANSW✔✔..line
A retail chain hires a company to design and install a computer network that would allow
each store in the chain to check the inventory of the others in the chain for items
requested by customers. In this scenario, the retail chain has purchased a(n) _____
good. - ✔✔ANSW✔✔..support
A situation when the supply of service exceeds its demand is referred to as -
✔✔ANSW✔✔..idle production capacity
All products manufactured by Ken & Lawrey's carry the Ken & Lawrey's brand name.
Ken & Lawrey's uses _____. - ✔✔ANSW✔✔..family branding
All Round Utilities Inc. offers airline trips, financial advice, and telephone calls for sale.
These products are referred to as the company's _____. - ✔✔ANSW✔✔..services
Andrea is so well-liked that her customers recommend her instead of her business to
people who are looking for someone to perform similar services. Their inability to see
the distinction between Andrea and her services is an example of the _____ of services.
- ✔✔ANSW✔✔..inseparability
, Andrea realizes that the economic momentum is slowing down. Major corporations that
were her regular clients have trimmed their budgets and are not using her services any
longer. Andrea now has more employees than she needs. This situation is an example
of _____. - ✔✔ANSW✔✔..idle production capacity
Andrea's regular customers are provided with the same employees to run their errands
in order to ensure _____. - ✔✔ANSW✔✔..consistency
Betty Smith operates a wedding planning service that aids brides-to-be in planning their
weddings by providing them with whatever equipment, supplies, and services they
need. To maintain a quality image and to assure the clients that all of its employees
perform at the same high standards, Betty provides training to each of her employees.
Which unique aspect of services is Betty trying to address in this scenario? -
✔✔ANSW✔✔..inconsistency
Brand _____ is a set of human characteristics associated with a brand name. -
✔✔ANSW✔✔..personality
Brand _____ is the degree of attachment that consumers have to a particular brand. -
✔✔ANSW✔✔..loyalty
Brand equity is: - ✔✔ANSW✔✔..the value of a brand that results from the favourable
exposure, interactions, associations, and experiences that consumers have with a
brand over time.
Consumers have more difficulty evaluating services than they do products due to the
_____. - ✔✔ANSW✔✔..intangibility of services
Developing, pricing, promoting, and delivering services is challenging because the
quality of a service is often _____. - ✔✔ANSW✔✔..inconsistent
Distribution is most limited with _____ products. - ✔✔ANSW✔✔..specialty
Ease and Relax Centre, a specialty unit providing high-end massaging services,
displays training certificates on its walls, and its brochures contain customer
testimonials of satisfied customers. By doing this, Ease and Relax Centre is dealing with
the service characteristic of _____. - ✔✔ANSW✔✔..intangibility
Fast Airlines operates five flights daily between Calgary and Toronto during the winter.
One flight leaves Calgary at 12:10 a.m. The flight has a capacity of 120 passengers. In
December, the airline was flying with full capacity. But in January, the flight has
averaged only 24 passengers, leaving 96 seats empty. The flight requires at least 60
passengers to break even. Which unique aspect of services does this situation
describe? - ✔✔ANSW✔✔..inventory
_____ is/are used to legally protect brands and their images from usage by others. -
✔✔ANSW✔✔..Trademarks
_____ is/are used to legally protect the written word, a sound recording, or a form of
communication from being copied by another. - ✔✔ANSW✔✔..Copyrights
_____ products are inexpensive items one purchases frequently and with a minimum of
shopping effort. - ✔✔ANSW✔✔..Convenience
A _____ brand has no branding at all and is produced as a cheap alternative to a
manufacturer's brand and to a private label branded product. - ✔✔ANSW✔✔..generic
A _____ is a name or phrase uniquely given by a company to a product to distinguish it
from the competition. - ✔✔ANSW✔✔..brand
A large machine for producing sheet metal from steel ingots would be classified as -
✔✔ANSW✔✔..installations
A product _____ is a group of products—goods or services—that are closely related
because they satisfy a class of needs, are used together, are sold to the same customer
group, are distributed through the same types of outlets, or fall within a given price
range. - ✔✔ANSW✔✔..line
A retail chain hires a company to design and install a computer network that would allow
each store in the chain to check the inventory of the others in the chain for items
requested by customers. In this scenario, the retail chain has purchased a(n) _____
good. - ✔✔ANSW✔✔..support
A situation when the supply of service exceeds its demand is referred to as -
✔✔ANSW✔✔..idle production capacity
All products manufactured by Ken & Lawrey's carry the Ken & Lawrey's brand name.
Ken & Lawrey's uses _____. - ✔✔ANSW✔✔..family branding
All Round Utilities Inc. offers airline trips, financial advice, and telephone calls for sale.
These products are referred to as the company's _____. - ✔✔ANSW✔✔..services
Andrea is so well-liked that her customers recommend her instead of her business to
people who are looking for someone to perform similar services. Their inability to see
the distinction between Andrea and her services is an example of the _____ of services.
- ✔✔ANSW✔✔..inseparability
, Andrea realizes that the economic momentum is slowing down. Major corporations that
were her regular clients have trimmed their budgets and are not using her services any
longer. Andrea now has more employees than she needs. This situation is an example
of _____. - ✔✔ANSW✔✔..idle production capacity
Andrea's regular customers are provided with the same employees to run their errands
in order to ensure _____. - ✔✔ANSW✔✔..consistency
Betty Smith operates a wedding planning service that aids brides-to-be in planning their
weddings by providing them with whatever equipment, supplies, and services they
need. To maintain a quality image and to assure the clients that all of its employees
perform at the same high standards, Betty provides training to each of her employees.
Which unique aspect of services is Betty trying to address in this scenario? -
✔✔ANSW✔✔..inconsistency
Brand _____ is a set of human characteristics associated with a brand name. -
✔✔ANSW✔✔..personality
Brand _____ is the degree of attachment that consumers have to a particular brand. -
✔✔ANSW✔✔..loyalty
Brand equity is: - ✔✔ANSW✔✔..the value of a brand that results from the favourable
exposure, interactions, associations, and experiences that consumers have with a
brand over time.
Consumers have more difficulty evaluating services than they do products due to the
_____. - ✔✔ANSW✔✔..intangibility of services
Developing, pricing, promoting, and delivering services is challenging because the
quality of a service is often _____. - ✔✔ANSW✔✔..inconsistent
Distribution is most limited with _____ products. - ✔✔ANSW✔✔..specialty
Ease and Relax Centre, a specialty unit providing high-end massaging services,
displays training certificates on its walls, and its brochures contain customer
testimonials of satisfied customers. By doing this, Ease and Relax Centre is dealing with
the service characteristic of _____. - ✔✔ANSW✔✔..intangibility
Fast Airlines operates five flights daily between Calgary and Toronto during the winter.
One flight leaves Calgary at 12:10 a.m. The flight has a capacity of 120 passengers. In
December, the airline was flying with full capacity. But in January, the flight has
averaged only 24 passengers, leaving 96 seats empty. The flight requires at least 60
passengers to break even. Which unique aspect of services does this situation
describe? - ✔✔ANSW✔✔..inventory
