Chapter 8

Question 1

What are the four types of consumer products?

Answer 1

convenience, shopping, specialty, unsought

Question 2

Define and give examples of convenience consumer products

Answer 2

• Frequent purchase; little planning, little comparison or shopping effort; low customer involvement
• Toothpaste, magazines, and laundry detergent

Question 3

Define and give examples of shopping consumer products

Answer 3

• Less frequent purchase; much planning and shopping effort; comparison of brands on price, quality, and style
• Major appliances, televisions, furniture, andclothing

Question 4

Define and give examples of specialty consumer products

Answer 4

• Strong brand preference and loyalty; special purchase effort; little comparison of brands; low price sensitivity
• Luxury goods, such asRolex watches or finecrystal

Question 5

Define and give examples of unsought consumer products

Answer 5

• Little product awareness or knowledge (or, if aware, little or even negative interest)
• Life insurance and Red Cross blood donations

Question 6

What is a product line?

Answer 6

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. i.e. Nike produces several lines of athletic shoes and apparel, and Marriott offers several lines of hotels.

Question 7

What is a product mix?

Answer 7

consists of all the product lines and items that a particular seller offers for sale

Question 8

What are the 4 service characteristics?

Answer 8

intangibility, variability, inseparability, and perishability

Question 9

Define intangibility

Answer 9

services cannot be seen, tasted, felt, heard, or smelled before they are bought i.e. people undergoing cosmetic surgery cannot see the result before the purchase.

Question 10

Define variability

Answer 10

the quality of services depends on who provides them as well as when, where, and how they are provided.

Question 11

Define inseparability

Answer 11

services cannot be separated from their providers, whether the providers are people or machines

Question 12

Define perishability

Answer 12

that services cannot be stored for later sale or use. Some doctors charge patients for missed appointments b/c the service value existed only at that point and disappeared when the patient did not show up

Question 13

What is internal marketing? Does it come b4 or after external marketing?

Answer 13

the service firm must orient and motivate its customer-contact employees and supporting service people to work as a team to provide customer satisfaction; B4

Question 14

What is interactive marketing?

Answer 14

Training service employees in the fine art of interacting with customers to satisfy their needs

Question 15

What are the 3 types of service marketing?

Answer 15

internal (company + employees)
interactive (employees + customers)
external (company + customers)

Question 16

What is brand equity?

Answer 16

the differential effect that knowing the brand name has on customer response to the product and its marketing; it’s a measure of the brand’s ability to capture consumer preference and loyalty

Question 17

What are the 3 levels of product?

Answer 17

core customer value, actual product, augmented product

Question 18

A Company’s product mix has a certain width, length, depth and consistency

Answer 18

WIDTH:
The width of a product mix refers to how many different product lines the company have.

LENGTH:
The length of a product mix shows the total number of products in the product mix of a company.

DEPTH:
The depth of a product shows how many variants are offered for each product in the line.

CONSISTENCY:
The consistency refers that how closely related various product lines are in the end use, distribution channels, etc.