Arizona State University MKT 300 1)Labeling that focuses on subjective promotional themes is best called: • Informational • Persuasive • Faciltory • Aesthetic 2

Question

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 service-based 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 post-purchase 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 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 40-minutes 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

7. Logos, slogans, color schemes and brand names are all examples of:

• The diffusion rate

• Informational labeling

• Brand elements

• Functions of packaging

8. 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

9. 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

10. 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

11. 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

12. Which type of marketing equates to “making promises” when marketing in the service industry?

• Internal marketing

• External marketing

• Intangible marketing

• Interactive marketing

13. 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

14. 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

• Business-to-business 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. 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

25. According to our class material, what is generally the most common source of new product ideas for a company?

• Research & development

• Employees

• Customers

• Distributors

26. 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

27. Interactive marketing illustrate the relationship between service employees and customer in which service employees are charged with:

• Promising to promise

• Keeping promises

• Making promises

• Facilitating promises

28. Giving human characteristics to product in attempt to aid consumers in connecting with that product is best described by which of the following?

• Service blueprinting

• Individual ethnography

• Brand personality

• Franchising

29. Which of the following is not of the three primary factors used to calculate your balanced scorecard performance in our online marketing simulation?

• Marketing effectiveness

• Market performance

• Market segmentation

• Financial performance

30. 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

31. 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 plug-in 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

• Non-standardized product

• Actual/tangible product

38. Coca-Cola makes many variations of beverages. A little while ago they purchased the vitamin water brand, thereby adding a new product category of vitamin-enhanced waters, as they had not previously offered a product in this category. By adding this product, Coca-Cola is:

• Deeping their product mix

• Widening their product line

• Widening their product mix

• Deeping their product line

39. 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

40. Services that face capacity constraints frequently use differential pricing in an attempt to synchronize supply and demand, such as hotel discount during off-season or lower prices for afternoon movie showings. This is a way to contend with service characteristic of:

• Variability

• Inseparability

• Intangibility

• Perishability