Developing brand strategies for a service requires

Question

1. A product line can also be lengthened by adding more items within the present range. There are several motives for line filling: ________, trying to satisfy dealers who complain about lost sales because of missing items in the line, trying to utilize excess capacity, and others.ior management wishes

1.        responding to consumer wishes
2.        reaching for incremental profits
3.        reaching for incremental capacity
4.        responding to sales-force demands

 2. Differentiating on ________ is important for companies with complex products and becomes an especially good selling point when targeting technology novices.

1.        delivery
2.        ordering ease
3.        ease of installation
4.        customer consulting
5.        repairability

3. There is a(n) ________ where consumer perceptions on a service dimension would be deemed satisfactory, anchored by the minimum level consumers would be willing to accept and the level that customers believe can and should be delivered. (Points : 5)

1.        empathy
2.        zone of tolerance
3.        zone of forgiveness
4.        perceived forgiveness
5.        value definition

4. Companies may wish to implement a(n) ________ to achieve more growth, to realize higher margins, or simply to position themselves as full-line manufacturers.

1.        up-market stretch
2.        down-market stretch
3.        service-market stretch
4.        consulting-model stretch
5.        obsolescence strategy

5. Services high in ________qualities are those services that have characteristics the buyer normally finds hard to evaluate even after consumption.

1.        equipment
2.        search
3.        experience
4.        personal attention
5.        credence

6. Top firms audit both their own and their competitors' service performance on a regular basis by collecting ________ measurements to probe customer satisfaction.

1.        chat room
2.        voice of the customer
3.        e-mail solicitation
4.        consumer activist group
5.        none of the above

7. ________ refers to data, information systems, and advice services that the seller offers to their buyers.

1.        Sales force relationships
2.        Customer relationships
3.        Internal marketing
4.        Customer training
5.        Customer consulting

8. Classes of services can be branded vertically on the basis of ________.

1.        popularity and price
2.        cost of providing the service
3.        price and quality
4.        price and frequency
5.        target return on investment

9. Excellent service companies know that ________ employee attitudes will promote stronger customer loyalty.

1.        accommodating
2.        nonthreatening
3.        neutral
4.        negative
5.        positive

10. Marketers have traditionally classified products on the basis of three characteristics: ________, tangibility, and use.

1.        customer value hierarchy
2.        expected
3.        augmented
4.        durability
5.        none of the above

11. Sometimes companies achieve differentiation through the sheer range of its service offerings and the success of its ________ efforts.

1.        pricing
2.        cross-selling
3.        advertising
4.        sales representatives'
5.        none of the above

12. The five product levels constitute a ________. At each level more customer value is added.

1.        customer consumption system
2.        customer value-hierarchy
3.        customer-perceived value
4.        customer hierarchy

13. In the context of holistic marketing, ________ describes the normal work of preparing, pricing, distributing, and promoting the service to customers.

1.        internal marketing
2.        correlated marketing
3.        external marketing
4.        integrated marketing
5.        universal marketing

14. Products such as insurance, cemetery plots, and smoke detectors are examples of ________ that are products that the consumer does not know about or does not normally think of buying. a.specialty goods .

1.        heterogeneous shopping goods
2.        homogeneous shopping goods
3.        none of the above

15. Services differ as to whether they meet a personal need or a ________.

1.        quality need
2.        production need
3.        business need
4.        functional need
5.        customer need

16. Many sellers offer either general or specific guarantees. Guarantees reduce the buyer's ________ risk.

1.        actual
2.        perceived
3.        real
4.        implied
5.        stated

17. ________ occurs when a company lengthens its product line beyond its current range.

1.        Market reach
2.        Product reach
3.        Product adaptations
4.        Line shrinking
5.        Line stretching

18. Service firms can design ________ and information programs so that consumers learn more about the brand than the information they get from the service encounter alone.

1.        advertising campaigns
2.        marketing measures
3.        ad agencies
4.        marketing communications
5.        marketing strategy

19. Developing brand strategies for a service requires special attention to choosing brand elements, establishing image dimensions, and ________.

1.        developing a marketing niche
2.        developing an advertising campaign
3.        devising a branding strategy
4.        developing differentiation
5.        none of the above

20. Service marketers frequently complain about the difficulty of ________ their services.
       marketing

1.        diffusing
2.        differentiating
3.        developing
4.        designing