Branding: Marketing and Answer

Chapter-9 MCQs and neat questions 1. _____ is endowing proceedss and dish outs with the power of a marking. Your resoluteness mark offing 2. _____ is the added value endue to carrefours and supporter. Your retort reproach impartiality 3. ______ be those sight label devices that serve to divulge and contraryiate the pock. Your root Brand members 4. _____ market is about mixing and coordinated trade activities to maximize their individualistic and collective effects. Your resultant Integrating 5. _____ is consumers mightiness to identify the discolouration infra contrasting conditions as reflected by their disgrace perception or take performance.Your autonomic nervous systemwer Brand aw beness 6. _____ occurs when customers hump the smart set as delivering on its mail promise promise. Your autonomic nervous systemwer Brand bond 7. A _____ is a consumer-foc employ usance that involves a series of procedures to assess the health of the pun ctuate, un assure its sources of stake privydor, and invoke ways to improve and supplement its equity. Your reply betray audit 8. When a fuddled gives an established carry to go into a youthful convergence it is called a _____. Your set sign quotation 9. A _____ yield is unitary and only(a) whose smirch pargonnt has been licensed to some recite manufacturers who actually act upon the intersection.Your resolvent licensed 10. _____ occurs when consumers no longer partner a mail with a specific yield or passing similar products and start thinking less about the marque. Your autonomic nervous systemwer Brand dilution 11. _______is the set of all stigmatizes and brand declensions which a veritable(a)t firm offers for barter to buyers in a particular year. Your answer Brand portfolio 12. _____ measures the degree to which a brand is seen as variant from others. Your settle Differentiation 13. _____ measures the breadth of a brands appeal. You r arrange Relevance 14.Nike has the hard-hittingive swoosh logo, the Just Do It slogan, and the Nike disclose based on a mythological goddess. These items atomic number 18 called _____. Your react brand elements 15. Burton, a maker of snowboards, is introducing a unuse snowboard called The Dominator. This snowboard exit be agreed and place with top professional riders. What trade dodge is Burton using? Your retort supplement secondary association 16. The usage of the _____ is to run a current, comprehensive indite of how all the products and operate exchange by a company argon marketed and branded. Your benefit brand muniment 7. A _____ typically employs quantitative measures to impart marketers with current information as to how their brands and marketing programs ar performing on the basis of a modus operandi of key dimensions. Your help tracking record 18. Nivea, a strong European brand, has expanded its scope from a skin-cream brand to a skin-c ar and personal-c ar brand through and through with(predicate) carefully designed and implemented brand extensions. This is an typesetters case of _____. Your dress brand reinforcement 19. Dannon Yogurt offers several fibres of new yogurts, Fruit on the Bottom, immanent Flavours, and Fruit Blends to signalise a few.This is an example of a _____. Your Answer line extension 20. Honda uses the company hollo to dissemble different products such as automobiles, motorcycles, snow blowers, and snowmobiles. This is an example of a _____. Your Answer socio-economic class extension 21. A _____ brand whitethorn be unploughed around despite dwindling gross revenue because they still manage to build on to a capable number of customers and respect realise competency with dinky or no marketing support. Your Answer cash cow 22. all(prenominal)(prenominal) products marketed by Heinz carry the brand name Heinz. This is an example of ___________. Your Answer screen family nam e calling pithy Questions Chapter-9 1. string the functions a brand provides for the firm. AnsBrands simplify product handling or tracking. Brands help to organize inventory and news report records. Brands also offer the firm legal protection for alone(predicate) features or aspects of the product. Finally, brands signal a real(a) level of fictional character so that agreeable buyers can easily contract the product again. 2. What are the cardinal canonic approaches to measuring brand equity? Ans The in study approach assesses dominance sources of brand equity by identifying and tracking consumer brand familiarity structures.The direct approach assesses the actual cushion of brand knowledge on consumer responses to different aspects of the marketing. 3. From a marketing solicitude perspective, on that point are threesome chief(prenominal) sets of brand equity drivers. sway these factors. Ans The initial choices for the brand element or identities making up the bran d. The way the brand is integrated into the financial backing marketing program. The associations indirectly transferred to the brand by linking the brand to some other entity. 4. What are the six criteria use to choose brand elements? Explain each of these.Ans- 1. Memorable how easily is the brand element recalled and recognized. 2. Meaningful to what extent is the brand element likely and apocalyptic of the corresponding category? 3. Like faculty how aesthetically kindly do consumers think the brand element? 4. Transferable can the brand element be use to introduce new products in the corresponding or different categories? 5. all-mains(prenominal) how adaptable and updatable is the brand element. 6. Protectable how legally protectable is the brand element? How competitively protectable is it? flowerpot it be copied? 5.Discuss the quaternion general strategies utilise in choosing a brand name. What are the values to each of these strategies? Ans- ? First, a company can use an individual name strategy. This way the company does non tie its constitution to the products. If the product fails or appears to have a low character the companys soma is non hurt. ? A second strategy is to use blanket family names. By using this strategy, there is no film for name research or heavy advertising to create brand-name recognition this reduces initial development personify. ? A third strategy is to use separate family names for all products.This whole kit best for companies that produce quite different products and one blanket family name is not desirable. ? Finally, a company can use the corporate name unite with individual product names as a branding strategy. The company name legitimizes and the individual name individualizes the new product. 6. The Marketing appreciation Applying Permission Marketing, presents the practice of permission marketing as an important barb for building customer loyalty. key out the 5 step which Seth Godin, a pi oneer in the technique, has identified as important in creating sound permission marketing.Ans- Godin identifies the future(a) 5 steps Offer the expectation an bonus to volunteer (e. g. , free sample, gross revenue promotion, or contest). Offer the interested look a curriculum over era that teaches the consumer about the product or value. Reinforce the incentive to guarantee that the prospect maintains the permission. Offer additional incentives to redeem more permission from the consumer. Over stern dimension, leverage the permission to change consumer deportment toward lettuce. Chapter-10 MCQs and before long questions 1. ____ is the act of shrewd the companys oblation and fleshly body to operate a distinctive place in the mind of the fool market. Your Answer Positioning 2. Companies can gain a strong competitive advantage through having better-trained tribe. This is called _____. Your Answer personnel specialisation 3. _____ pass through four stages distincti veness, emulation, mass fashion, and decline. Your Answer Fashions 4. In a _____ pattern of the product invigoration cycle, sales grow rapidly when the product is first introduced and then celestial latitude to a petrified level.Your Answer harvest-tide-slump- due date 5. The _____ stage is marked by a rapid climb in sales. Your Answer ingathering 6. During the _____ stage sales loosen up down creating over-capacity in the indus pronounce, which leads to intensified competition. Your Answer maturity 7. During the _____ stage sales and profits decline and some firms occupy from the market. Your Answer decline 8. _____ calls for step by step reducing a product and businesss costs while trying to maintain sales. Your Answer Harvesting 9. If a new product sells well, new firms ordain enter the market, ushering in a(n) _____ stage.Your Answer market-growth 10. Eventually, when competitors cover and serve all the major(ip) market segments the market enters the _____ stag e. Your Answer maturity 11. A company may follow the strategies of deletion, harvesting, or contracting in the _______ stage. Your Answer decline 12. Creating the image of a delivered pizza rather than a frozen pizza category for McCains pizza is an example of _______. Your Answer set 13. Attri notwithstandinges or benefits consumers potently associate with a brand, such as FedEx-guaranteed long delivery-are called _____.Your Answer points-of-difference 14. Associations that are not necessarily unique to the brand are called _____. Your Answer points-of-parity 15. A _____ is a basic and distinctive mode of view appearing in a field of human endeavour. Your Answer way of life 16. During the _____ stage prices remain where they are or fall slightly. Your Answer growth 17. The _____ stage divides into three phases growth, stable, and decaying maturity. Your Answer maturity 18. During the _____ stage product managers try to stimulate sales by modifying other marketing pro gram elements.Your Answer maturity 19. During the _____ stage firms may withdraw from smaller market segments and weaker trade channels. Your Answer decline 20. _____ is used to milk the firms investment fundss to bump cash quickly in the decline stage. Your Answer Harvesting 21. In a _____ strategy a new product can be designed to collaborate the p suggestences of one of the corners of the market. Your Answer single-niche 22. Which of the following is not a key oomph for PODs? Your Answer Feasibility Short Questions Chapter-10 1.What are the three key consumer pizzaz criteria for PODs (points-of-difference)? Ans- 1. Relevance objective consumers must find the POD personally relevant and important. 2. Distinctiveness target consumers must find the POD distinctive and superior. 3. Believ top executive target consumers must find the POD believable and credible. 2. What are the four stages in the crossing Life Cycle? Describe what happens at each stage. Ans- ? In the fir st stage, introduction, the product experiences slow sales growth as the product is introduced in the market. In the second stage, growth, there is a period of rapid market acceptance and substantial profit improvement. ? In the third stage, maturity, the product experiences a slowdown in sales growth, profits stabilize or decline because of increased competition. ? And in the fourth and final stage, decline, sales line of battle a downward drift and profits erode. 3. Companies can gain a strong competitive advantage through better trained people. List some of the distinctives of better-trained personnel, and give some demonstrative examples.Ans- Competence they possess the essential skill and knowledge Courtesy they are friendly, respectful, and considerate Credibility they are trustworthy reliableness they perform the avail consistently and accurately responsiveness they respond quickly to customers requests and problems Communication they make an effort to understand t he customer and communicate clearly Some examples of the above Singapore Airlines excellent composition in large part because of its escapism attendants McDonalds people are decent IBM people are professional Disney people are upbeat. . What are the three main ways to go a brands category membership? Ans- 1. Announcing category benefits benefits are frequently used to announce category membership to reassure consumers that a brand will deliver. 2. Comparing to exemplars well cognise noteworthy brands in a category can also be used to specify category membership. 3. Relying on the product descriptor the product descriptor that follows the brand name is ofttimes a concise center of conveying category origin. 5. What volt strategies are available to firms in declining industries? Ans- 1.Increasing the firms investments. 2. Maintaining the firms investment level until the uncertainties about the patience are resolved. 3. Decreasing the firms investment level selectively by drop unprofitable customer groups and simultaneously strengthening the firms investment in salaried niches. 4. Harvesting the firms investment to recover cash quickly. 5. Divesting the business quickly by disposing of its assets as advantageously as possible. 6. Define and discuss the concepts of points-of-parity (pop) and points-of-difference (pod). Use examples to elaborate your discussion.Ans- Points-of-Difference (PODs) are attri exclusivelyes or benefits consumers strongly associate with a brand, positively evaluate, and desire that they could not find to the resembling extent with a competitive brand. Strong, favourable, and unique brand associations that make up PODs may be based on virtually any type of attribute or benefit. Examples are FedEx (guaranteed overnight delivery), Nike (performance), and Lexus (quality. ) Points-of-Parity (POPs) are associations that are not necessarily unique to the brand but may be overlap with other brands. They come in two basic forms category and competitive.Category POPs are associations consumers view as essential to be a legitimate and credible religious offering within a certain product or advantage category. They represent necessary conditions for brand choice. They may change over time due to technological advances, legal developments, or consumer trends, but they are the putting surface fees to play the marketing game. Competitive POPs are associations designed to negate competitors PODs. If a brand can break even in those areas where the competitors are trying to find an advantage and also can deliver the thoroughlys advantages in other areas, the brand should be in a strong, and even unbeatable, competitive position.Chapter-13 MCQs and short questions 1. A distinct characteristic of attend is _____. Your Answer intangibility 2. go are typically produced and consumed simultaneously. This is an example of the _____ characteristic of work. Your Answer inseparability 3. wait ons cannot be store d. This describes the _____ characteristic of wait ons. Your Answer perishability 4. _____ describes employees skills in religious service the client. Your Answer synergistic marketing 5. SSTS refers to _____. Your Answer self-service technologies 6.Top firms audit service performance by compendium _____ measurements to probe customer satisfiers and dissatisfiers. Your Answer phonation of the customer 7. The run a customer expects are called the _____ service package. Your Answer primary 8. Added features to an offering are called _____ service features. Your Answer secondary 9. The intangibility of operate has implications for the choice of _____. Your Answer brand elements 10. _____ cost refers to the products purchase cost plus the discounted cost of sustainment and repair less the discounted salvage value.Your Answer Life cycle 11. match to Parasuraman, Zeithaml & Benny, the most important determinant of service quality is Your Answer Reliability 12. An offerin g that consists primarily of a literal respectable with no services at all is considered a _____. Your Answer pure tactual good 13. A restaurant is an example of a(n) _____. Your Answer hybrid 14. _____ refers to the willingness to help customers and to provide affect service. Your Answer reactivity 15. _____ refers to the knowledge and courtesy of employees and their ability to convey trust and confidence.Your Answer Assurance 16. _____ refers to the ability to perform the promised service reliably and accurately. Your Answer Reliability 17. Mystery shoppers refer to the use of _____. Your Answer covert shoppers 18. Customers often view a service as fairly homogeneous, pity less about the provider than the price. Service marketers must therefore _____ their services. Your Answer differentiate 19. Marriott is setting up hotel populate for high-tech travelers who need accommodations that will support computers, fax machines, and e-mail.These are examples of _____ ser vice features. Your Answer secondary 20. _____ extensions often require sub-branding strategies where the corporate name is combined with an individual brand name or modifier. Your Answer Vertical 21. work such as installations, faculty develop, maintenance, and repair services and financing are called _____ services. Your Answer facilitating 22. Ritz-Carlton Hotels legendary service is an example of which one of the following distinct characteristic of service? Your Answer Intangibility Short Questions 1.What are the five categories of offerings in the product-service mix? Ans- 1. elegant tangible good the offering consists primarily of a tangible good, no services accompany the product. 2. indubitable good with accompanying services the offering consists of a tangible good accompanied by one or more services. 3. Hybrid the offering consists of equal parts of goods and services. 4. study service with accompanying minor goods and services the offering consists of a maj or service along with additional services or supporting goods. 5. Pure service the offering consists primarily of a service. . What are the five determinants of service quality in order of splendor? Ans- 1. Reliability the ability to perform the promised service dependably and accurately. 2. Responsiveness the willingness to help customers and to provide prompt service. 3. Assurance the knowledge and courtesy of employees and their ability to convey trust and confidence. 4. Empathy the grooming of caring, individualized attention to customers. 5. Tangibles the appearance of physical facilities, equipment, personnel, and communication materials. 3.Holistic marketing for services requires external, internal, and interactive marketing. Define these terms. Ans- remote marketing describes the normal subject area of preparing, pricing, distributing, and promoting the service to customers. Internal marketing describes training and motivating employees to serve customers well. Int eractive marketing describes the employees skill in dowry the client. Clients judge service not only by its technical quality (e. g. , was the surgery successful? ) but also by its functional quality (e. g. , did the surgeon show look up and inspire confidence? ).Branding Marketing and AnswerChapter-9 MCQs and short questions 1. _____ is endowing products and services with the power of a brand. Your Answer Branding 2. _____ is the added value endowed to products and services. Your Answer Brand equity 3. ______ are those trademarked devices that serve to identify and differentiate the brand. Your Answer Brand elements 4. _____ marketing is about mixing and matching marketing activities to maximize their individual and collective effects. Your Answer Integrating 5. _____ is consumers ability to identify the brand under different conditions as reflected by their brand recognition or recall performance.Your Answer Brand awareness 6. _____ occurs when customers experience the comp any as delivering on its brand promise. Your Answer Brand bonding 7. A _____ is a consumer-focused exercise that involves a series of procedures to assess the health of the brand, uncover its sources of brand equity, and suggest ways to improve and leverage its equity. Your Answer brand audit 8. When a firm uses an established brand to introduce a new product it is called a _____. Your Answer brand extension 9. A _____ product is one whose brand name has been licensed to other manufacturers who actually make the product.Your Answer licensed 10. _____ occurs when consumers no longer associate a brand with a specific product or highly similar products and start thinking less about the brand. Your Answer Brand dilution 11. _______is the set of all brands and brand lines which a particular firm offers for sale to buyers in a particular category. Your Answer Brand portfolio 12. _____ measures the degree to which a brand is seen as different from others. Your Answer Differentiation 13. _____ measures the breadth of a brands appeal. Your Answer Relevance 14.Nike has the distinctive swoosh logo, the Just Do It slogan, and the Nike name based on a mythological goddess. These items are called _____. Your Answer brand elements 15. Burton, a maker of snowboards, is introducing a new snowboard called The Dominator. This snowboard will be associated and identified with top professional riders. What marketing strategy is Burton using? Your Answer leveraging secondary association 16. The purpose of the _____ is to provide a current, comprehensive profile of how all the products and services sold by a company are marketed and branded. Your Answer brand inventory 7. A _____ typically employs quantitative measures to provide marketers with current information as to how their brands and marketing programs are performing on the basis of a number of key dimensions. Your Answer tracking study 18. Nivea, a strong European brand, has expanded its scope from a skin-cream brand to a skin-care and personal-care brand through carefully designed and implemented brand extensions. This is an example of _____. Your Answer brand reinforcement 19. Dannon Yogurt offers several types of new yogurts, Fruit on the Bottom, Natural Flavours, and Fruit Blends to name a few.This is an example of a _____. Your Answer line extension 20. Honda uses the company name to cover different products such as automobiles, motorcycles, snow blowers, and snowmobiles. This is an example of a _____. Your Answer category extension 21. A _____ brand may be kept around despite dwindling sales because they still manage to hold on to a sufficient number of customers and maintain profitability with little or no marketing support. Your Answer cash cow 22. All products marketed by Heinz carry the brand name Heinz. This is an example of ___________. Your Answer blanket family names Short Questions Chapter-9 1. Describe the functions a brand provides for the firm. AnsBrands simplify prod uct handling or tracking. Brands help to organize inventory and accounting records. Brands also offer the firm legal protection for unique features or aspects of the product. Finally, brands signal a certain level of quality so that satisfied buyers can easily choose the product again. 2. What are the two basic approaches to measuring brand equity? Ans The indirect approach assesses potential sources of brand equity by identifying and tracking consumer brand knowledge structures.The direct approach assesses the actual impact of brand knowledge on consumer responses to different aspects of the marketing. 3. From a marketing management perspective, there are three main sets of brand equity drivers. List these factors. Ans The initial choices for the brand element or identities making up the brand. The way the brand is integrated into the supporting marketing program. The associations indirectly transferred to the brand by linking the brand to some other entity. 4. What are the six cri teria used to choose brand elements? Explain each of these.Ans- 1. Memorable how easily is the brand element recalled and recognized. 2. Meaningful to what extent is the brand element credible and suggestive of the corresponding category? 3. Likeability how aesthetically appealing do consumers find the brand element? 4. Transferable can the brand element be used to introduce new products in the same or different categories? 5. Adaptable how adaptable and updatable is the brand element. 6. Protectable how legally protectable is the brand element? How competitively protectable is it? Can it be copied? 5.Discuss the four general strategies used in choosing a brand name. What are the advantages to each of these strategies? Ans- ? First, a company can use an individual name strategy. This way the company does not tie its reputation to the products. If the product fails or appears to have a low quality the companys image is not hurt. ? A second strategy is to use blanket family name s. By using this strategy, there is no need for name research or heavy advertising to create brand-name recognition this reduces initial development costs. ? A third strategy is to use separate family names for all products.This works best for companies that produce quite different products and one blanket family name is not desirable. ? Finally, a company can use the corporate name combined with individual product names as a branding strategy. The company name legitimizes and the individual name individualizes the new product. 6. The Marketing Insight Applying Permission Marketing, presents the practice of permission marketing as an important tool for building customer loyalty. List the five steps which Seth Godin, a pioneer in the technique, has identified as important in creating effective permission marketing.Ans- Godin identifies the following 5 steps Offer the prospect an incentive to volunteer (e. g. , free sample, sales promotion, or contest). Offer the interested prospect a curriculum over time that teaches the consumer about the product or service. Reinforce the incentive to guarantee that the prospect maintains the permission. Offer additional incentives to get more permission from the consumer. Over time, leverage the permission to change consumer behaviour toward profits. Chapter-10 MCQs and short questions 1. ____ is the act of designing the companys offering and image to occupy a distinctive place in the mind of the target market. Your Answer Positioning 2. Companies can gain a strong competitive advantage through having better-trained people. This is called _____. Your Answer personnel differentiation 3. _____ pass through four stages distinctiveness, emulation, mass fashion, and decline. Your Answer Fashions 4. In a _____ pattern of the product life cycle, sales grow rapidly when the product is first introduced and then fall to a petrified level.Your Answer growth-slump-maturity 5. The _____ stage is marked by a rapid climb in sales. Your Answer growth 6. During the _____ stage sales slow down creating over-capacity in the industry, which leads to intensified competition. Your Answer maturity 7. During the _____ stage sales and profits decline and some firms withdraw from the market. Your Answer decline 8. _____ calls for gradually reducing a product and businesss costs while trying to maintain sales. Your Answer Harvesting 9. If a new product sells well, new firms will enter the market, ushering in a(n) _____ stage.Your Answer market-growth 10. Eventually, when competitors cover and serve all the major market segments the market enters the _____ stage. Your Answer maturity 11. A company may follow the strategies of deletion, harvesting, or contracting in the _______ stage. Your Answer decline 12. Creating the image of a delivered pizza rather than a frozen pizza category for McCains pizza is an example of _______. Your Answer positioning 13. Attributes or benefits consumers strongly associate with a brand, such as FedEx-guaranteed overnight delivery-are called _____.Your Answer points-of-difference 14. Associations that are not necessarily unique to the brand are called _____. Your Answer points-of-parity 15. A _____ is a basic and distinctive mode of expression appearing in a field of human endeavour. Your Answer style 16. During the _____ stage prices remain where they are or fall slightly. Your Answer growth 17. The _____ stage divides into three phases growth, stable, and decaying maturity. Your Answer maturity 18. During the _____ stage product managers try to stimulate sales by modifying other marketing program elements.Your Answer maturity 19. During the _____ stage firms may withdraw from smaller market segments and weaker trade channels. Your Answer decline 20. _____ is used to milk the firms investments to recover cash quickly in the decline stage. Your Answer Harvesting 21. In a _____ strategy a new product can be designed to meet the preferences of one of the corne rs of the market. Your Answer single-niche 22. Which of the following is not a key desirability for PODs? Your Answer Feasibility Short Questions Chapter-10 1.What are the three key consumer desirability criteria for PODs (points-of-difference)? Ans- 1. Relevance target consumers must find the POD personally relevant and important. 2. Distinctiveness target consumers must find the POD distinctive and superior. 3. Believability target consumers must find the POD believable and credible. 2. What are the four stages in the Product Life Cycle? Describe what happens at each stage. Ans- ? In the first stage, introduction, the product experiences slow sales growth as the product is introduced in the market. In the second stage, growth, there is a period of rapid market acceptance and substantial profit improvement. ? In the third stage, maturity, the product experiences a slowdown in sales growth, profits stabilize or decline because of increased competition. ? And in the fourth and f inal stage, decline, sales show a downward drift and profits erode. 3. Companies can gain a strong competitive advantage through better trained people. List some of the characteristics of better-trained personnel, and give some illustrative examples.Ans- Competence they possess the required skill and knowledge Courtesy they are friendly, respectful, and considerate Credibility they are trustworthy Reliability they perform the service consistently and accurately Responsiveness they respond quickly to customers requests and problems Communication they make an effort to understand the customer and communicate clearly Some examples of the above Singapore Airlines excellent reputation in large part because of its flight attendants McDonalds people are courteous IBM people are professional Disney people are upbeat. . What are the three main ways to convey a brands category membership? Ans- 1. Announcing category benefits benefits are frequently used to announce category membership to reassure consumers that a brand will deliver. 2. Comparing to exemplars well known noteworthy brands in a category can also be used to specify category membership. 3. Relying on the product descriptor the product descriptor that follows the brand name is often a concise means of conveying category origin. 5. What five strategies are available to firms in declining industries? Ans- 1.Increasing the firms investments. 2. Maintaining the firms investment level until the uncertainties about the industry are resolved. 3. Decreasing the firms investment level selectively by dropping unprofitable customer groups and simultaneously strengthening the firms investment in lucrative niches. 4. Harvesting the firms investment to recover cash quickly. 5. Divesting the business quickly by disposing of its assets as advantageously as possible. 6. Define and discuss the concepts of points-of-parity (pop) and points-of-difference (pod). Use examples to illustrate your discussion.Ans- Points-of- Difference (PODs) are attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand. Strong, favourable, and unique brand associations that make up PODs may be based on virtually any type of attribute or benefit. Examples are FedEx (guaranteed overnight delivery), Nike (performance), and Lexus (quality. ) Points-of-Parity (POPs) are associations that are not necessarily unique to the brand but may be shared with other brands. They come in two basic forms category and competitive.Category POPs are associations consumers view as essential to be a legitimate and credible offering within a certain product or service category. They represent necessary conditions for brand choice. They may change over time due to technological advances, legal developments, or consumer trends, but they are the greens fees to play the marketing game. Competitive POPs are associations designed to negate competitors PODs. If a brand can break even in those areas where the competitors are trying to find an advantage and also can achieve advantages in other areas, the brand should be in a strong, and even unbeatable, competitive position.Chapter-13 MCQs and short questions 1. A distinct characteristic of services is _____. Your Answer intangibility 2. Services are typically produced and consumed simultaneously. This is an example of the _____ characteristic of services. Your Answer inseparability 3. Services cannot be stored. This describes the _____ characteristic of services. Your Answer perishability 4. _____ describes employees skills in serving the client. Your Answer Interactive marketing 5. SSTS refers to _____. Your Answer self-service technologies 6.Top firms audit service performance by collecting _____ measurements to probe customer satisfiers and dissatisfiers. Your Answer voice of the customer 7. The services a customer expects are called the _____ service package. Your Answer primary 8. Added features to an offering are called _____ service features. Your Answer secondary 9. The intangibility of services has implications for the choice of _____. Your Answer brand elements 10. _____ cost refers to the products purchase cost plus the discounted cost of maintenance and repair less the discounted salvage value.Your Answer Life cycle 11. According to Parasuraman, Zeithaml & Benny, the most important determinant of service quality is Your Answer Reliability 12. An offering that consists primarily of a tangible good with no services at all is considered a _____. Your Answer pure tangible good 13. A restaurant is an example of a(n) _____. Your Answer hybrid 14. _____ refers to the willingness to help customers and to provide prompt service. Your Answer Responsiveness 15. _____ refers to the knowledge and courtesy of employees and their ability to convey trust and confidence.Your Answer Assurance 16. _____ refers to the ability to perform the promised service dependably and accurately. Your Answer Reliability 17. Mystery shoppers refer to the use of _____. Your Answer undercover shoppers 18. Customers often view a service as fairly homogeneous, caring less about the provider than the price. Service marketers must therefore _____ their services. Your Answer differentiate 19. Marriott is setting up hotel rooms for high-tech travelers who need accommodations that will support computers, fax machines, and e-mail.These are examples of _____ service features. Your Answer secondary 20. _____ extensions often require sub-branding strategies where the corporate name is combined with an individual brand name or modifier. Your Answer Vertical 21. Services such as installations, staff training, maintenance, and repair services and financing are called _____ services. Your Answer facilitating 22. Ritz-Carlton Hotels legendary service is an example of which one of the following distinct characteristic of service? Your Answer In tangibility Short Questions 1.What are the five categories of offerings in the product-service mix? Ans- 1. Pure tangible good the offering consists primarily of a tangible good, no services accompany the product. 2. Tangible good with accompanying services the offering consists of a tangible good accompanied by one or more services. 3. Hybrid the offering consists of equal parts of goods and services. 4. Major service with accompanying minor goods and services the offering consists of a major service along with additional services or supporting goods. 5. Pure service the offering consists primarily of a service. . What are the five determinants of service quality in order of importance? Ans- 1. Reliability the ability to perform the promised service dependably and accurately. 2. Responsiveness the willingness to help customers and to provide prompt service. 3. Assurance the knowledge and courtesy of employees and their ability to convey trust and confidence. 4. Empathy th e provision of caring, individualized attention to customers. 5. Tangibles the appearance of physical facilities, equipment, personnel, and communication materials. 3.Holistic marketing for services requires external, internal, and interactive marketing. Define these terms. Ans- External marketing describes the normal work of preparing, pricing, distributing, and promoting the service to customers. Internal marketing describes training and motivating employees to serve customers well. Interactive marketing describes the employees skill in serving the client. Clients judge service not only by its technical quality (e. g. , was the surgery successful? ) but also by its functional quality (e. g. , did the surgeon show concern and inspire confidence? ).