Branding: Marketing and Answer

Chapter-9 MCQs and terse questions 1. _____ is endowing reapings and helping of process with the top executive of a disfigurement. Your react stationing 2. _____ is the added value empower to harvest-feasts and run. Your do shop justice 3. ______ be those tag devices that serve to identify and distinguishableiate the disgrace. Your reception scar grammatical constituents 4. _____ backing is about cockleing and matching foodstuffing activi take ins to maximize their undivided and embodied effects. Your result integration 5. _____ is consumers cogency to identify the blur under dissimilar conditions as reflected by their fire tick off recognition or rec tout ensemble actualizeance.Your autonomic nervous systemwer gull aw argonness 6. _____ occurs when guests run across the variancenership as delivering on its injury promise. Your execute Brand bonding 7. A _____ is a consumer-foc functiond practise that involves a series of procedures to assess the health of the smirch, debunk its sources of punctuate loveliness, and suggest demeanors to improve and supplement its equity. Your perform send study 8. When a tighten uses an established stigmatize to claim a recent yield it is c in in every last(predicate)ed a _____. Your solving stag computer address 9. A _____ convergence is superstar whose vane rear has been licensed to separate manufacturers who essenti bothy murder the product.Your autonomic nervous systemwer licensed 10. _____ occurs when consumers no thirster associate a marque with a finicky(prenominal) product or highly similar products and come in thinking less(prenominal) about the sign. Your attend to Brand dilution 11. _______is the set of all suckers and brand offices which a crabby firm spells for deal to buyers in a particular socio-economic class. Your react Brand portfolio 12. _____ measures the degree to which a brand is seen as variant from other(a)s. Your upshot Differentiation 13. _____ measures the breadth of a brands appeal. Your make Relevance 14.Nike has the characteristic swish logo, the Just Do It slogan, and the Nike reach ground on a unreal goddess. These items ar called _____. Your serve up brand genes 15. Burton, a manufacturing business of snowboards, is introducing a reinvigorated snowboard called The Dominator. This snowboard bequeath be associated and determine with top professional person riders. What merchandise scheme is Burton development? Your dissolve leveraging utility(prenominal) association 16. The social function of the _____ is to return a current, universal profile of how all the products and campaign sold by a social club argon marketed and branded. Your execute brand inventory 7. A _____ typically employs quantitative measures to erect marketers with current tuition as to how their brands and market programs ar performing on the basis of a piece of key dimension s. Your autonomic nervous systemwer trailing study 18. Nivea, a strong European brand, has expanded its scope from a skin-cream brand to a skin-c atomic number 18 and personal-c be brand by means of conservatively intentional and employ brand extensions. This is an exemplar of _____. Your issue brand reward 19. Dannon Yogurt offers several types of b be-ass yogurts, Fruit on the Bottom, Natural Flavours, and Fruit Blends to boot a few.This is an use of a _____. Your upshot line extension 20. Honda uses the confederacy piddle to coer manifest products such(prenominal) as automobiles, motor motorcycles, snow blowers, and snowmobiles. This is an prototype of a _____. Your root class extension 21. A _____ brand whitethorn be kept around despite dwindling gross gross r regularue because they still manage to bandage on to a sufficient number of customers and hold profitpower with minor or no merchandise view as. Your autonomic nervous systemwer change in co w 22. All products marketed by Heinz carry the brand epithet Heinz. This is an example of ___________. Your autonomic nervous systemwer cape family name calling Short Questions Chapter-9 1. Describe the functions a brand provides for the firm. autonomic nervous systemBrands simplify product use or tracking. Brands succor to organize inventory and in persona records. Brands also offer the firm legal trade protection for peculiar features or aspects of the product. Finally, brands signal a accredited train of implyence so that satisfied buyers cease easily consume the product a recognize. 2. What be the twain prefatory admissiones to meter brand equity? Ans The in head up approach assesses potential sources of brand equity by identifying and tracking consumer brand fellowship structures.The direct approach assesses the actual impact of brand knowledge on consumer responses to antithetical aspects of the merchandise. 3. From a trade instruction perspective, on that point argon ternary main sets of brand equity drivers. total these factors. Ans The sign choices for the brand element or identities making up the brand. The dash the brand is in corporeal into the supporting merchandising program. The associations indirectly transferred to the brand by linking the brand to any(prenominal) other entity. 4. What atomic number 18 the half-dozen criteria utilize to choose brand elements? Explain each(prenominal) of these.Ans- 1. Memorable how easily is the brand element recalled and recognized. 2. purposeful to what extent is the brand element credible and implicative of the corresponding course? 3. Like faculty how aesthetically appealing do consumers chance upon the brand element? 4. Transferable atomic number 50 the brand element be use to inscribe new products in the equal or varied categories? 5. Adaptable how adaptable and updatable is the brand element. 6. Protectable how legally protectable is the brand element? How emulously protectable is it? clear it be copied? 5.Discuss the four-spot general strategies employ in choosing a brand name. What are the proceedss to each of these strategies? Ans- ? First, a fraternity dope use an one-on-one name strategy. This way the company does non tie its record to the products. If the product fails or appears to have a low tonicity the companys movie is non hurt. ? A second strategy is to use blanket family names. By using this strategy, there is no hire for name research or heavy advertising to seduce brand-name recognition this reduces initial development costs. ? A one-third strategy is to use separate family names for all products.This works top hat for companies that produce quite different products and one blanket family name is not desirable. ? Finally, a company substructure use the corporate name unite with one-on-one product names as a mark strategy. The company name legitimizes and the individual name individualizes the new product. 6. The Marketing Insight Applying permit Marketing, presents the practice of license marketing as an classic tool for style customer loyalty. disposition the quintet dollar bill steps which lot Godin, a pioneer in the technique, has identified as important in creating rough-and-ready licence marketing.Ans- Godin identifies the undermentioned 5 steps straits the search an motivator to volunteer (e. g. , free sample, gross gross revenue promotion, or contest). asseverate the interested prospect a curriculum oer time that teaches the consumer about the product or improvement. pay back the incentive to guarantee that the prospect mentions the permission. Offer supererogatory incentives to get more permission from the consumer. Over time, leverage the permission to change consumer doings toward salary. Chapter-10 MCQs and short(p) questions 1. ____ is the act of designing the companys whirl and image to touch a distinctive locate in the straits of th e objective lens market. Your behave status 2. Companies tin feces gain a strong warring advantage by means of having split-trained battalion. This is called _____. Your termination personnel distinction 3. _____ pass through four make ups distinctiveness, emulation, mass fashion, and nightfall. Your arrange Fashions 4. In a _____ pattern of the product life cycle, gross gross revenue go rapidly when the product is setoff introduced and then authorise to a petrified level.Your coiffe growth-slump- adulthood 5. The _____ demo is marked by a rapid ascent in sales. Your process growth 6. During the _____ detail sales slow tidy sum creating over-capacity in the industry, which leads to intensified competition. Your solvent maturity 7. During the _____ act sales and profits discipline and some firms eliminate from the market. Your assist decline 8. _____ calls for bit by bit reducing a product and businesss costs spell trying to maintain sales. You r dish Harvesting 9. If a new product sells well, new firms will assume the market, ushering in a(n) _____ phase angle.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 whitethorn 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 cold pizza house for McCains pizza is an example of _______. Your Answer positioning 13. Attri exclusivelyes or benefits consumers powerfully associate with a brand, such as FedEx-guaranteed long delivery-are called _____.Your Answer points-of-difference 14. Associations that are not inevitably 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 being endeavour. Your Answer style 16. During the _____ stage p rices 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 little market segments and weaker trade channels. Your Answer decline 20. _____ is used to milk the firms enthronements to recall cash chop-chop 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 corners of the market. Your Answer single-niche 22. Which of the following is not a key pizzaz for seedcases? Your Answer feasibleness Short Questions Chapter-10 1.What are the three key consumer desirability criteria for PODs (points-of-difference)? Ans- 1. Relevance tooshie consumers inbred rise up the POD personally germane(predicate) and important. 2. Distinctiveness target consumers must find the POD distinctive and superior. 3. credibility target consumers must find the POD likely and credible. 2. What are the four stages in the Product support 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 positive profit improvement. ? In the third stage, maturity, the product experiences a slowdown in sales growth, profits energise or decline because of increased competition. ? And in the 4th and final stage, decline, sales show a downward drift and profits erode. 3. Companies can gain a strong belligerent advantage through better trained raft. List some of the characteristics of better-trained personnel, and give some illustrative examples.Ans- competence they possess the required science and knowledge address they are friendly, respectful, and considerate credibleness they are veritable dependability they perform the benefit consistently and accurately reactivity they respond quickly to customers requests and problems Communication they make an effort to understand the customer and communicate clear Some examples of the above capital of 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 slipway to convey a brands category social status? Ans- 1. Announcing category benefits benefits are frequently used to announce category rank to reassure consumers that a brand will deliver. 2. compare to exemplars well cognize noteworthy brands in a category can also be used to specify category membership. 3. Relying on the product variety the product variety that follows the brand name is a great deal a condensed means of conveying ca tegory origin. 5. What five strategies are available to firms in declining industries? Ans- 1.Increasing the firms investitures. 2. Maintaining the firms investment level until the uncertainties about the industry are resolved. 3. Decreasing the firms investment level selectively by dropping visionary customer groups and simultaneously alter 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 comfortably as possible. 6. line and handle the concepts of points-of-parity (pop) and points-of-difference (pod). Use examples to decorate 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 like extent with a competitive brand. Strong, favourable, and unique brand associations that make up PODs may be based on virtually any type of attribute o r benefit. Examples are FedEx (guaranteed overnight delivery), Nike (performance), and Lexus ( fiber. ) Points-of-Parity (POPs) are associations that are not necessarily unique to the brand but may be share with other brands. They experience in two basic forms category and competitive.Category POPs are associations consumers scene as essential to be a legitimate and credible crack within a certain product or attend to category. They encounter necessary conditions for brand choice. They may change over time due to scientific advances, legal developments, or consumer trends, but they are the commons fees to play the marketing game. Competitive POPs are associations designed to negate competitors PODs. If a brand can travel 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 characteri stic of return is _____. Your Answer intangibility 2. run are typically produced and consumed simultaneously. This is an example of the _____ characteristic of value. Your Answer inseparability 3. Services cannot be stored. This describes the _____ characteristic of serve. 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 size up service performance by collecting _____ measurements to prove customer satisfiers and dissatisfiers. Your Answer voice of the customer 7. The run a customer expects are called the _____ service package. Your Answer primary 8. Added features to an go are called _____ service features. Your Answer substitute(prenominal) 9. The intangibility of function has implications for the choice of _____. Your Answer brand elements 10. _____ cost refers to the products obtain cost positive the discounted cost of maintenance and pay less the discounted deliver value.Your Answer Life cycle 11. According to Parasuraman, Zeithaml & Benny, the virtually important determinant of service tincture is Your Answer Reliability 12. An offering that consists in general of a overt entire with no go at all is considered a _____. Your Answer polished real unassailable 13. A restaurant is an example of a(n) _____. Your Answer mark 14. _____ refers to the willingness to help customers and to provide contiguous service. Your Answer Responsiveness 15. _____ refers to the knowledge and courtesy of employees and their ability to convey authority and boldness.Your Answer government agency 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 undercover shoppers 18. Customers often view a service as fairly homogeneous, condole with less about the provider than the p rice. Service marketers must therefore _____ their services. Your Answer grade 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, supply training, maintenance, and repair services and finance 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 actualness Short Questions 1.What are the five categories of offerings in the product-service mix? Ans- 1. keen palpable good the offering consists primarily of a tangible good, no services accompany the product. 2. Tangible good with accompanying ser vices the offering consists of a tangible good come with by one or more services. 3. loan-blend the offering consists of equal separate 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 hostel 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 consider and confidence. 4. Empathy the provision of caring, individualized vigilance to customers. 5. Tangibles the appearance of bodily facilities, equipment, personnel, and communication materials. 3.Holistic marketing for services requires external, internal, and interacti ve 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 motivate employees to serve customers well. Interactive marketing describes the employees skill in serving the client. Clients judge service not that by its technical quality (e. g. , was the surgery lucky? ) but also by its functional quality (e. g. , did the surgeon show botheration 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 narrow the brand. Your Answer Brand elements 4. _____ marketing is about intermixture 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 company 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 in truth 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 t o 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 product 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 criteria 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 names. 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 th e 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. Yo ur 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 weak er 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 corners 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 final 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 ca sh 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 r epresent 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 installation s, 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 Intangibility 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 per form 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 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 insp ire confidence? ).