The ________ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.

46) The ________ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.

A) length

B) depth

C) consistency

D) width

E) perimeter

Answer:  C

Diff: 3        Page Ref: 236

Skill:  Concept

Objective:  8-2

47) A company can increase its business in four ways. Which is NOT one of these ways?

A) It can add new product lines, thus widening its product mix.

B) It can lengthen its existing product lines.

C) It can add more versions of each product and thus deepen its product mix.

D) It can discontinue some of its lines.

E) It can increase the consistency of its product mix.

Answer:  D

Diff: 2        Page Ref: 236

Skill:  Concept

Objective:  8-2

48) Service providers must consider four special characteristics when designing marketing programs. Which is NOT one of these characteristics?

A) intangibility

B) inseparability

C) perishability

D) heterogeneity

E) variability

Answer:  D

Diff: 3        Page Ref: 236

Skill:  Concept

Objective:  8-3

49) ________ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.

A) Service inseparability

B) Service variability

C) Service intangibility

D) Service perishability

E) Service heterogeneity

Answer:  C

Diff: 1        Page Ref: 236

Skill:  Concept

Objective:  8-3

50) ________ means that services cannot be separated from their providers, whether the providers are people or machines.

A) Service intangibility

B) Service inseparability

C) Service variability

D) Service perishability

E) Service heterogeneity

Answer:  B

Diff: 1        Page Ref: 237

Skill:  Concept

Objective:  8-3

51) Which of the following is NOT one of the links in the service-profit chain, linking service firm profits with employee and customer satisfaction?

A) internal service quality

B) evidence management

C) satisfied and productive service employees

D) satisfied and loyal customers

E) healthy service profits and growth

Answer:  B

Diff: 3        Page Ref: 238

Skill:  Concept

Objective:  8-3

52) Through ________, the service firm trains and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.

A) service inseparability

B) service intangibility

C) service variability

D) internal marketing

E) external marketing

Answer:  D

Diff: 2        Page Ref: 240

Skill:  Concept

Objective:  8-3

53) ________ means that service quality depends on the quality of buyer-seller interaction during the service encounter.

A) Interactive marketing

B) Service differentiation

C) Service productivity

D) Internal marketing

E) External marketing

Answer:  A

Diff: 1        Page Ref: 240

Skill:  Concept

Objective:  8-3

54) All of the following are methods for developing a differentiated service offer, delivery, or image EXCEPT ________.

A) offering innovative features

B) increasing the quantity of service by giving up some durability

C) having more reliable customer-contact people

D) developing symbols and branding

E) designing a superior delivery process

Answer:  B

Diff: 2        Page Ref: 241

Skill:  Concept

Objective:  8-3

55) Some analysts see ________ as the major enduring asset of a company, outlasting the company's specific products and facilities.

A) brands

B) experiences

C) benefits

D) services

E) staples

Answer:  A

Diff: 2        Page Ref: 243

AACSB:  Communication Abilities

Skill:  Concept

Objective:  8-4

56) A(n) ________ represents consumers' perceptions and feelings about a product and its performance.

A) product line

B) experience

C) brand

D) service

E) attribute

Answer:  C

Diff: 2        Page Ref: 243

AACSB:  Communication Abilities

Skill:  Concept

Objective:  8-4

57) Which of the following is NOT one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength?

A) brand differentiation

B) brand knowledge

C) brand valuation

D) brand esteem

E) brand relevance

Answer:  C

Diff: 3        Page Ref: 243

Skill:  Concept

Objective:  8-4

58) The total financial value of a brand is estimated through the process of brand ________.

A) differentiation

B) valuation

C) extension

D) positioning

E) equity

Answer:  B

Diff: 2        Page Ref: 244

Skill:  Concept

Objective:  8-4

59) The fundamental asset underlying brand equity is ________ the value of the customer relationships that the brand creates.

A) the customer mix

B) customer equity

C) the product experience

D) service variability

E) the service encounter

Answer:  B

Diff: 3        Page Ref: 244

Skill:  Concept

Objective:  8-4

60) Which of the following is the lowest level on which marketers can position their brands in target customers' minds?

A) interactive marketing

B) internal marketing

C) product attributes

D) strong beliefs and values

E) added service

Answer:  C

Diff: 3        Page Ref: 244

AACSB:  Communication Abilities

Skill:  Concept

Objective:  8-4