1 .		________ marketing recognizes that perceived service quality depends heavily on the quality of buyer-seller interaction. [Hint]   External   Intra   Interactive   Internal
2 .		Service ________ indicates that services are produced and consumed at the same time and cannot be separated from their providers, whether the providers are people or machines. [Hint]   intangibility   inseparability   variability   perishibility
3 .		When Mattel extended its Barbie Doll brand into new product categories including Barbie home furnishings, Barbie cosmetics, Barbie sporting goods, and Barbie books, Mattel was engaged in ________ ________. [Hint]   line extension   co-branding   licensing   brand extension
4 .		Which of the following is not one of the desirable qualities of a brand name? [Hint]   It should suggest something about the product's benefits and qualities.   It should be easy to pronounce, recognize, and remember.   It should be a generic representation of a product class.   It should be capable of registration and legal protection.
5 .		The positive differential effect that knowing the brand name has on customer response to the product or service is known as ________ ________. [Hint]   brand positioning   brand equity   brand sponsorship   competitive advantage
6 .		The ability of a product to perform its functions, including overall durability, reliability, precision, ease of operation and repair and other valued attributes, is related to ________ ________. [Hint]   brand equity   product quality   support services   consumer equity
7 .		Brand name, quality level, packaging, and product design are all part of the _______ product. [Hint]   core   actual   augmented   enhanced
8 .		While many people would suggest that branding benefits society as a whole, which of the following is not necessarily one of the benefits of branding? [Hint]   Branding leads to higher and more consistent product quality.   Branding increases innovation by giving producers an incentive to look for new features that can be protected against imitating competitors.   Branding results in more product variety and choice for consumers.   Branding creates status consciousness and increases the prices of goods and services.
9 .		Product quality is one of the marketer's major positioning tools. Quality, therefore, should be measured in terms of ________ perceptions. [Hint]   manufacturers'   consumers'   dealers'   competitors'
10 .		The Ajax Reducing Salon has mounted an extensive advertising campaign that features before and after photographs of satisfied customers testifying to the ease and benefits of the Ajax program. Ajax is concentrating on which of the following marketing aspects of its service? [Hint]   variability   perishability   intangibility   inseparability
11 .		Product line consistency refers to the number of versions offered of each product line. [Hint]  True  False
12 .		A company can engage in product line stretching, which involves adding more items within the present range of the product line. [Hint]  True  False
13 .		Shopping goods typically benefit from exclusive distribution in only one or a few outlets per market area. [Hint]  True  False
14 .		To differentiate their offers from the competition, many marketers are developing and delivering total customer experiences. [Hint]  True  False
15 .		Many retailers charge manufacturers slotting fees, payments demanded by retailers before they will accept new products and find "slots" (room) for them on the shelves. [Hint]  True  False
16 .		One reason resellers may want to sell manufacturer brands is that they yield higher profit martins for the reseller than do private brands. [Hint]  True  False
17 .		A disadvantage of multibranding is that each brand might obtain only a small market share and none may be very profitable. [Hint]  True  False
18 .		The downward stretch of a product line does not carry the risk that new low-end items may damage the reputation and/or sales of higher-end items. [Hint]  True  False
19 .		Successful service companies focus their attention on both their customers and their employees because they understand the service-profit chain links service firm profits with employee and customer satisfaction. [Hint]  True  False
20 .		Intramarketing requires a service firm to train and effectively motivate its customer-contact employees and all supporting service people to work as a team to provide customer satisfaction. [Hint]  True  False
21 .		Identify the characteristics of a good brand name and explain how it can add significant value to a product and contribute to its success. [Hint] To create paragraphs in your essay response, type <p> at the beginning of the paragraph, and </p> at the end.
22 .		Discuss the special challenges faced by international product and service providers. [Hint] To create paragraphs in your essay response, type <p> at the beginning of the paragraph, and </p> at the end.