Herb Marks built his enterprise on the faithful patronage of four specialty shops and a large contract from Elmore Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his contract with Elmore ended.
Herb built a company reputation on the manufacturing and distribution of a variety of wooden writing utensils with customized engravings. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops alone were not profitable. Herb Marks established a brand name, known merely as Marks, and decided to expand on it.
Herb extended his writing utensil lines to include quills, felt-tip pens, and multiple-cartridge pens that write in different colors. He even added a line of various grades of personalized stationery and business cards. Perhaps Herb's biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Marks, as well as nurture existing accounts.
"We make an excellent product," Herb Marks stated, "and we honor a good guarantee on everything we sell. But let's face itwe face hundreds of competitors! We need Marks representatives out there to help prospects understand what they should demand in something as simple as a writing tool."
The Marks brand was fast-becoming synonymous with top-notch customer service. Part of the purchase package brought personal visits from the Marks representative, before the purchase and long after.
98) An easier, more comfortable, more stylish transfer of thought onto paper is the ________ of Herb's offerings.
A) tangible good
B) core customer value
C) actual product
D) augmented product
E) pure service
Answer: B
Diff: 2 Page Ref: 225
AACSB: Analytic Skills
Skill: Application
Objective: 8-1
99) What type of consumer products does Marks manufacture?
A) industrial
B) convenience
C) specialty
D) shopping
E) unsought
Answer: C
Diff: 2 Page Ref: 226
AACSB: Analytic Skills
Skill: Application
Objective: 8-1
100) The new felt-tip pens, multiple-cartridge pens, and quills are all examples of ________.
A) product line filling
B) multibranding
C) megabranding
D) product line inconsistencies
E) licensed brands
Answer: A
Diff: 2 Page Ref: 234
AACSB: Analytic Skills
Skill: Application
Objective: 8-2
101) A service is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need.
Answer: FALSE
Diff: 1 Page Ref: 224
Skill: Concept
Objective: 8-1
102) Unsought products are products that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort.
Answer: FALSE
Diff: 1 Page Ref: 227
Skill: Concept
Objective: 8-1
103) Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.
Answer: TRUE
Diff: 1 Page Ref: 226
Skill: Concept
Objective: 8-1
104) Style is a larger concept than design. Design describes the appearance of a product.
Answer: FALSE
Diff: 3 Page Ref: 230
Skill: Concept
Objective: 8-2
105) Branding can add consumer value to a product.
Answer: TRUE
Diff: 2 Page Ref: 231
AACSB: Communication Abilities
Skill: Concept
Objective: 8-2
106) Because so many purchase decisions are made in stores, a product's packaging may be a seller's last and best chance to influence consumers.
Answer: TRUE
Diff: 2 Page Ref: 232
AACSB: Communication Abilities
Skill: Concept
Objective: 8-2
107) Product support services identify the product or brand, describe several things about the product, and promote the product through attractive graphics.
Answer: FALSE
Diff: 2 Page Ref: 233
AACSB: Communication Abilities
Skill: Concept
Objective: 8-2
108) Cannibalization and customer confusion about product differentiation are two potential results if line filling is overdone.
Answer: TRUE
Diff: 3 Page Ref: 235
Skill: Concept
Objective: 8-2
109) A company can stretch its product either upward or downward, but not both directions.
Answer: FALSE
Diff: 2 Page Ref: 235
Skill: Concept
Objective: 8-2
110) A company might stretch its product line upward to add prestige to its current products.
Answer: TRUE
Diff: 2 Page Ref: 235
Skill: Concept
Objective: 8-2
111) A company's product mix has four important dimensions: width, length, depth, and consistency.
Answer: TRUE
Diff: 2 Page Ref: 235
Skill: Concept
Objective: 8-2
112) Service inseparability means that the quality of services depends on who provides them, as well as when, where, and how they are provided.
Answer: FALSE
Diff: 2 Page Ref: 237
Skill: Concept
Objective: 8-3
113) In a service business, the customer and front-line service employee interact to create the service.
Answer: TRUE
Diff: 2 Page Ref: 238
Skill: Concept
Objective: 8-3
114) The service-profit chain is the set of all product lines and items that a particular seller offers for sale.
Answer: FALSE
Diff: 2 Page Ref: 238
Skill: Concept
Objective: 8-3
115) One aspect of managing service differentiation is the company's service delivery.
Answer: TRUE
Diff: 2 Page Ref: 241
Skill: Concept
Objective: 8-3
116) Customer retention is perhaps the best measure of qualitya service firm's ability to hang on to its customers depends on how consistently it delivers value to them.
Answer: TRUE
Diff: 2 Page Ref: 242
Skill: Concept
Objective: 8-3
117) Good service recovery can turn angry customers into loyal customers and can even win more customer purchasing and loyalty than if no problem had occurred in the first place.
Answer: FALSE
Diff: 2 Page Ref: 242
Skill: Concept
Objective: 8-3
118) Attributes are the least desirable level for brand positioning because competitors can easily copy attributes and customers are more interested in what attributes will do for them than in the attributes themselves.
Answer: TRUE
Diff: 2 Page Ref: 244
Skill: Concept
Objective: 8-4
119) When a company introduces a new brand name in the same product category, it is called line extension.
Answer: FALSE
Diff: 2 Page Ref: 250
Skill: Concept
Objective: 8-4
120) Customers come to know a brand through a wide range of contacts and touch points, including word of mouth, personal interactions with company people, telephone interactions, and company Web pages.
Answer: TRUE
Diff: 1 Page Ref: 251
AACSB: Communication Abilities
Skill: Concept
Objective: 8-4
121) Sony offers consumers more than just camcorders; it provides consumers with a complete solution to their picture-taking problems. This offering is called an augmented product.
Answer: TRUE
Diff: 3 Page Ref: 226
AACSB: Analytic Skills
Skill: Application
Objective: 8-1
122) Quaker produces a variety of cereals. This variety is called its product line.
Answer: TRUE
Diff: 2 Page Ref: 234
AACSB: Analytic Skills
Skill: Application
Objective: 8-2
123) An example of service variability is that within a given Marriott hotel, one registration-desk employee may be cheerful and efficient, whereas another may be unpleasant and slow.
Answer: TRUE
Diff: 2 Page Ref: 238
AACSB: Analytic Skills
Skill: Application
Objective: 8-3
124) Dove marketers can go beyond the brand's cleansing cream properties and talk about the resulting benefit of softer skin. This is known as product attributes in brand positioning.
Answer: FALSE
Diff: 3 Page Ref: 244
AACSB: Analytic Skills
Skill: Application
Objective: 8-4
125) Retailers and wholesalers who have created their own brandssuch as Walmart's Sam's Choice beverages and food productsare participating in co-branding.
Answer: FALSE
Diff: 3 Page Ref: 246
AACSB: Reflective Thinking Skills
Skill: Application
Objective: 8-4
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