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Homework answers / question archive / Arizona State University MKT 300 1)Labeling that focuses on subjective promotional themes is best called: • Informational • Persuasive • Faciltory • Aesthetic 2
Arizona State University
MKT 300
1)Labeling that focuses on subjective promotional themes is best called:
• Informational
• Persuasive
• Faciltory
• Aesthetic
2. The process by which the adoption of an innovation spreads is known as:
• Product life cycle
• New product development process
• Diffusion
• Distribution
3. A servicebased insurance company using a symbol that conveys security (e.g. the rock of prudential) best exemplifies which promotional strategy for service?
• Use personal information sources
• Engage in postpurchase communication
• Stress tangible clues
• Add supplementary services
4. According to our Pei Wei guest speaker, an “ emotional thought about a material point of difference” best describes:
• Tangible level of a product
• Family branding
• Brand extension
• Brand position
5. Attending a musical play here on campus best exemplifies which aspect of service processing?
• Possession processing
• People processing
• Information processing
• Mental stimulus processing
6. If a particular product category (e.g. smartphones) has become adopted by just over 50% of the population, we can say that this product category is now in which phase of the adoption curve with respect to the diffusion of innovations?
• Early majority????
• Laggards
• Late majority
• Early adopters
7. If a patient expects to wait 20 minutes in the physician’s office before seeing the physician but waits only 10 minutes, the patient’s evaluation of service quality will be high. However, a 40minutes wait would result in a lower evaluation. This is an illustration of a service gap between:
• What the company provides and what the customer is told it provides
• The service that customers receive and the service they anticipate
• What customers want and what management thinks customers want
• The service quality specifications and the service that is actually provided
8. Logos, slogans, color schemes and brand names are all examples of:
• The diffusion rate
• Informational labeling
• Brand elements
• Functions of packaging
9. In the long run, product most often fail because of a poor match between:
• The marketing mix and physical distribution
• Limited recourses and unlimited consumer wants
• Prices and consumer demand
• Product features and consumer desires
10. According to our Pei Wei guest speaker, he claims the two things that best define Pei Wei are food and its:
• Pricing
• Advertising
• Ambience
• Brand equity
11. The screening and concept testing stage in the new product development process is used to:
• Generate new product ideas
• Determine the potential profits to be gained from the new product
• Eliminate undesirable ideas and predict consumer acceptance
• Determine how long the test market should be run
12. Which phase of the product life cycle is best described as offering basic product features and with having limited options to purchase?
• Maturity
• Growth
• Introduction
• Decline
13. When brand equity becomes so strong that consumers start referring to an entire product category by an individual brand name, we call this:
• Brand salience
• Intangible value
• Master brand
• Brand resonance
14. Which type of marketing equates to “making promises” when marketing in the service industry?
• Internal marketing
• External marketing
• Intangible marketing
• Interactive marketing
15. Kraft food product is a company that makes many brand of dairy products and other grocery store items, all of which are identified only by the corporate name, Kraft. These product are sold in virtually all grocery stores in the U.S. in this example, Kraft can best be described as using which branding strategy?
• Private branding
• Combination branding
• Family branding
• Individual branding
16. Pepsi, the parent company of Gatorade currently makes many variations of beverages including sport drink. A while back they added a new sports drinks called “G2” by adding this product, Gatorade is:
• Widening their product mix
• Widening their product line
• Deeping their product line
• Deeping their product mix
17. Which of the following was noted in our material as a benefit of brand equity to companies (not consumers)?
• Signifies a level of quality
• Creates a barrier to entry
• Reduce risk
• Serves as symbolic device
18. A product extension where the company uses the leverage of a well known brand name in one product category to launch a new product in a different product category is best described as a:
• Valuation extension
• Brand extension
• Line extension
• Repositioning extension
19. Which dimension of service quality corresponds to the trust and knowledge of the provider?
• Responsiveness
• Assurance
• Empathy
• Reliability
20. Our speaker from blind society talked about products that change the world and how these companies do a great job with and are not afraid of:
• Customer loyalty programs
• Retail environment design
• Social media
• Businesstobusiness marketing
21. Taking your shirt to the dry cleaner best exemplifies which aspect of service processing?
• Mental stimulus processing
• People processing
• Possession processing
• Information processing
22. This occurs when there is any discrepancy between our expectation and the product’s actual performance:
• Satisfaction
• Disconfirmation
• Dissatisfaction
• Ambiguity of information
23. The gap between the service provider’s perception and the customer’s expectations of the service before consuming the service was identified as which of the following from the gap model?
• Standard gap
• Service gap
• Communications gap
• Knowledge gap
24. Which one of the following LEAST described the concept of brand equity?
• Suggests how strong and how well the brand fits with consumer’s needs
• Is based on perceived product quality and loyalty
• Provides information that helps assess supply chain optimization
• Suggests a high level of awareness and brand associations
25. Is a distinguishing characteristic of services that cannot easily be sensed or assessed even after purchase and experience, such as medical and consulting services.
• Variability
• Inseparability
• Intangibility
• Perishability
26. According to our class material, what is generally the most common source of new product ideas for a company?
• Research & development
• Employees
• Customers
• Distributors
27. Chris decides to purchase a new car like ford. He that he has several dealerships in the phoenix area to choose from but not all new car dealerships sell fords. For Chris this car is a:
• Uncaught product
• Convenience product
• Shopping product
• Specialty product
28. Interactive marketing illustrate the relationship between service employees and customer in which service employees are charged with:
a. Promising to promise
b. Keeping promises
c. Making promises
d. Facilitating promises
29. In which stage of the product the cycle did we suggest in class that profits per company typically are greatest?
a. Maturity
b. Introduction
c. Decline
d. Growth
30. Giving human characteristics to product in attempt to aid consumers in connecting with that product is best described by which of the following?
a. Service blueprinting
b. Individual ethnography
c. Brand personality
d. Franchising
31. Which of the following is not of the three primary factors used to calculate your balanced scorecard performance in our online marketing simulation?
a. Marketing effectiveness
b. Market performance
c. Market segmentation
d. Financial performance
32. The transportation derived from purchasing an automobile best reflects which dimension of this product?
• Tangible product
• Augmented product
• Core product
• Extended product
33. The degree to which a product is capable of being used on a limited basis for free or at a very low price best illustrates which characteristic that influences diffusion?
• Relative advantage
• Trialability
• Observability
• Compatibility
34. Which of the following characteristics typically signals the beginning of the maturity stage of the product life cycle?
• Sales decrease at an increasing rate
• Sales hit their highest level
• Sales increase at decreasing rate
• Sales decrease at a decreasing rate
35. It is said that tangible value is created when, which of the following is true?
• The value of the firm’s tangible assets are equal to or greater than its market value?
• The firm’s product use labels that promote the product
• The market value of a firm is greater than the value of its tangible assets
• The brand name has been patented to be distinct
36. A laptop comes equipped with touch pad that serves the general purpose of a mouse. In short, one does not need another plugin external mouse to use the laptop but many feel that this increases the ease of computing. This external mouse exemplifies which dimensions of a product?
• Augmented product
• Core product
• Nonstandardized product
• Actual/tangible product
37. A product line is a group of product that are closely related because:
• They are all the same size
• They are all sold under the same brand name
• The products all function in a similar manner and provide similar benefits
• The same company developed idea for each product
38. CocaCola makes many variations of beverages. A little while ago they purchased the vitamin water brand, thereby adding a new product category of vitaminenhanced waters, as they had not previously offered a product in this category. By adding this product, CocaCola is:
• Deeping their product mix
• Widening their product line
• Widening their product mix
• Deeping their product line
39. Say you hire a lawyer to provide you advice. The main reason you hire someone to do this is for the knowledge they provide you. This knowledge best exemplifies which dimension of a “product?”
• Augmented/supplementary service
• Core service
• Nonstandardized service
• Actual/tangible service
40. Procter & Gamble makes many brands of shampoos, none of which include the Procter & Gamble name. These shampoos are sold In virtually all grocery stores in U.S. in this example, Procter & Gamble can best be described as using which branding strategy?
• Private branding
• Combination branding
• Family branding
• Individual branding
41. Services that face capacity constraints frequently use differential pricing in an attempt to synchronize supply and demand, such as hotel discount
during offseason or lower prices for afternoon movie showings. This is a way to contend with service characteristic of:
• Variability
• Inseparability
• Intangibility
• Perishability
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