The P of Product
50 important questions on The P of Product
What is a result of the fact that we live in a world where technical differences between products hardly vary?
What does the most basic level in the levels of a product impose?
Features, quality, styling and packaging are parts of the __ __ in the levels of a product model.
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What are augmented product qualities?
The fact that Bob has got his car delivered to his house is a form of __ __ in the levels of product.
What did low-fares airlines like Ryanair and easyJet do when they stripped away the augmented and actual product aspects?
What is the effect of a strong brand on its company value?
Why would a company like Nestlé pay six times the balance sheet value of Rowntree in order to aquire the company? (Rowntree owns brands like KitKat, After Eight & Polo)
Nokia Lumia 820 is an example of a __ brand name strategy
Google is a company that uses his brand name for all products. This is called a __ brand name strategy
What could be a reason that a company does not use its company name on its brands? (E.G Procter & Gamble has Duracell, Head & Shoulders, and so forth.)
What is this brand name strategy called?
This is called individual brand name strategy.
Name a positive association example that is used for brand names in the mobile branch.
Samsung Galaxy > "the sky is the limit"
There are more examples.
What kind of products especially benefit from numerical brand naming?
The considerations for a good brand name are:
1. Evoke positive associations
2. Be easy to pronounce and remember
3. Suggest product benefits
4. Be distinctive
5. Use numerals when emphasizing technology
6. Not infringe an existing registered brand name
Does "Una Hypermarket" take these considerations into account?
Brand building involves a deep understanding of both the __ and __ values that customers use when choosing between brands.
These are the six elements of brand positioning. Label the following scenario's with the correct element.
1. TomTom decided to work in the Personal Navigation market.
2. The "swoosh" logo of Nike is very distinguishable.
3. The lion depicted on lion chocolate bars is very neat.
2. Brand assets
3. Brand personality
What is the difference between manufacturer brands and own-label brands?
Manufacturer brands are Kellogg's & Gillette. They produce their goods, yet do not distribute them themselves.
What is the difference between brand extension and brand stretching?
Stretched brands are brands used in unrelated markets. An example is Jennifer Lopez' marketing of JLo clothes, sunglasses, swimwear, and so forth.
What is the characteristic of a pan-European brand?
The question is not whether brands can be built on a global scale, but which parts of the brand can be __ and which must be __ across countries.
Intel is an example of an __ co-branding with its popular slogan "Intel Inside".
When google with their nexus line join forces with other manufacturers to create a "Samsung Nexus 6" or "Blackberry Nexus 4", it is called: _______
Describe the model depicted here.
a) What are common strategies for question marks?
b) What is the common thing to do with cash cows?
c) Where should the revenue go from stars?
a) Prioritize them > Turn them into stars. Divest/Harvest > Shut down the product.
b) Defend them through investment.
c) Invested to maintain/increase leadership position.
What is a healthy mix in a PLC for a company?
Look at the model. Which part of the process involves launching the ne wproduct in a limited way so that consumers response in the marketplace can be assessed?
What part of the process is responsible for a marketing analysis?
2) business analysis
Which concept is used to measure the strength of the brand in the marketplace?
a.Trademarks
b.Brand values
c.Brand equity
d.Brand heritage
What are the four key distinguishing characteristics of services?
a.Durability, separability, tangibility, flexibility.
b.Perishability, inseparability, intangibility, variability.
c.Probability, divisibility, tangibility, variability.
d.Memorability, inseparability, intangibility, flexibility.
Which of the following is not a core dimension of service quality?
A Empathy
B Responsiveness
C Tangibles
D Memorability
Company A offers the service making a testride with a car. Before you do the testride you have to evaluate how they value the service. This is called:
A.Intangibility
B.Inseparability
C.Variability’
D.Perishability
Which of the following is not generally accepted as being part of the extended marketing mix for services?
a) Product
b) Price
c) Process
d) Practice
Which of the following elements is NOT an element of Brand Positioning?
A)Brand personality
B)Brand assets
C)Brand associations
D)Brand values
What are the three different levels of product?
(Section 6.1, figure 6.2)
a.Core benefit – actual product – brand values
b.Features – additional services – packaging
c.Core product – actual product – augmented product
d.Additional services – delivery – quality
Assume you are a student and want to take the plane to London, but you’ve never flown before with RyanAir. What kind of Service characteristic(s) (intangibility, inseparability, variability, perishability) do you cope with?
A Intangibility, Inseparability
B intangibility, Inseparability, perishability
C intangibility, Variability, perishability
D All of them.
The Augmented product level comprises of:
A.Core benefit
B.Features, styling, quality and packaging
C.Brand values, installation, guarantees, Delivery and additional services
D. None of the above
Which criterion is NOT used to distinct a good and a service?
A) Perishability
B) Heterogeneity
C) Inseperability
D) Market size
Which of these terms is not always a characteristic of a successful brand name?
a.Pricing
b.Relevance
c.Flexibility
d.Distinctiveness
When looking at managing service quality, there are several barriers. Which of the following is not a barrier to the matching of expected and perceived service levels:
A)Misconceptions barrier
B)Inadequate resources barrier
C)Exaggerated promises barrier
D)Inadequate communication barrier
Which of the following elements does not belong to the anatomy of brand positioning?
a.Brand values
b.Brand reflection
c.Brand culture
d.Brand assets
Which of the following statements is/are true?
- In ‘social marketing’, the marketing effort of companies is focused primarily on interlinking a company’s product brand with other entities through media such as Facebook, to give the brand personality.
- In ‘test marketing’, a product is launched in one or more geographical areas that are considered to be representative for its intended market.
A) Statement 1 is true, statement 2 is false
B) Statement 1 is false, statement 2 is true
C) Both statements are false
D) Both statements are true
Strong brands deliver benefits to the organization. Which is NOT one of them?
A: Barrier to competition
B: High profits
C: Symbolic value
D: Base for brand extensions
There are 3 different product layers, core product, actual product and augmented product. If we look at the example of a mobile phone what can be an actual product?
a.Phone colour.
b.The provider.
c.The mobile phone.
d.Improve screen size, resolution, weight and portability.
A start-up wants to get their new brand into the market. What is NOT a characteristic on what the start-up has to think of by positioning their new brand?
a. Brand stretching (answer)
b. Brand personality
c. Brand assets
d. Brand values
A company has made the decision to not longer invest in a question mark category product. What can they do instead? (based on the BCG matrix).
A.Find a niche market for it
B.Drop it completely
C.Both A and B
D.None of the above
After generating the idea of a new product, what are the three best options which will follow according to the seven-stage new product development process?
(Section 6.4, figure 6.6)
a.Screening > concept testing > business analysis
b.Screening > concept testing > market testing
c.Concept testing > product development > business analysis
d.Market testing > commercialization > Business analysis
Pedigree is the number one dog food brand in the world and has been expanding to emerging markets like Brazil, China, Russia where growth of the middle class has fuelled the demand for pet products. (Fahy & Jobber, 2012)
When looking at the Boston Consulting group growth-share matrix how could Pedigree most likely be defined?
- As a Star
- As a Cash cow
- As a Problem child
- As a Dog
If a service is badly delivered to the consumer, but the customers’ expectations are met and there are sufficient resources available. Which gap should be closed by senior management?
A: Gap 1 (senior managers are too far removed from consumers)
B: Gap 2 (service does not meet the consumer’s needs)
C: Gap 3 (Poor selection, training and motivation of staff)
D: Gap 4 (Overpromising things about the service to the consumer)
Over the past decades the packaging of the different products from the brand Pepsi has changed several times. To which kind of differentiation does this change belong?
A Core differentiation
B Actual differentiation
C Brand differentiation
D Augmented differentiation
Should you consider a game app, like Angry Birds, to be a product or a service?
A) A service, because there is no scarcity of the app
B) A service, all those birds are voluntarily flying towards the pigs
C) A product, because the consumption is not at the same time as the production
The services marketing mix is an extension of the 4-P's framework for products. Which of the following answers is not an extension of the framework?
A) People
B) Physical Evidence
C) Process
D) Popularity
Due to the nature of consumption and production occuring at the same time in services, which of the following is paramount to providing proper services?
A) Having the right personnel to carry out the service
B) Having enough products to choose from
C) Being clear on what you make
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