Reference no: EM132234130
1. The concept of “positioning” refers to:
- the level of quality that a product possesses relative to competitive offerings.
- trying to capture the ideal store location on major streets so that customers have easy access.
- merchandise layout within a retail location—shelving, interior design, etc.
- the image or view of a product that buyers have come to hold.
2. In looking at product assortment depth, one option a firm might explore is to:
- use the balance available in brand equity to fund new product research and development.
- adapt to consumers’ changing preferences and either increase or decrease the number of products.
- eliminate some distributors to streamline the supply chain.
- reposition each brand more effectively.
3. A college that has separate graduate & undergraduate admission offices recognizes that these are distinct:
- brand depth determinations.
- cobranded services extensions.
- levels of student quality.
- product/service lines.
4. The intangibility of the service means that:
- brandnames or trademarks can’t be used because they must refer to tangible goods in order to be effective.
- the value of a service may be based on a customer’s experience.
- advertising or other forms of promotion are of little importance to the services marketer.
- unused capacity cannot be shifted from one time period to another.
5. Which is an example of a product that is being sold in the business market?
- a mailbox to go in front of Pete’s new house.
- a thermometer to hang on the front porch of a school bus driver’s home.
- a truckload of sand to use on the beach being built for a lakefront resort.
- registration fee paid for a membership in a private health club.