Marketing Tutorial 4

Q1. Credit and financing services such as 0% interest installment payment plan offered by Harvey Norman is part of                                        .

• augmented product

• branding

• core benefits

• actual product

Which of the following is not a nature and characteristics of a service?

• Separability.

• Perishability.

• Intangibility.

• Variability.

Marketer  can  position  brands  at  any  of  three  levels  such  as                             ,

                          , and                           .

• product attributes, knowledge and power, images.

• product attributes, knowledge and power, benefits.

• product attributes, benefits, belief and values.

• knowledge and power, benefits, belief and values.

Brand equity refers to the value of the brand or how much it is worth. The positive differential effect that knowing the brand name has on customer response to the

                           and service.

• knowledge

• product

• market

• people

A blood donation to Red Cross is a classic example of a(n)                           .

• unsought consumer product

• specialty product

• other market offering

• service

Product that are bought less frequently and are higher in price comparing to convenience products are known as

• specialty products

• unsought products

• quality products

• shopping products

Example of multibrands is                           .

• Sunquicks of different flavors such as orange, mango and apple.

• Coca-cola known for carbonated drinks expanding into apparel line.

• Quaker, popular oatmeal drink, producing Quaker bars which also made with oatmeal.

• P & G hair shampoo brands such as Head & Shoulders, Herbal Essence and Pantene.

In    marketing, product    benefits    include     the    following     attributes    except

            .

• price

• quality

• features

• design

Which of the following is a desirable quality for a brand name?

• the name should be a short word to get attention.

• the name should not be easily translated into foreign languages.

• the name should suggest nothing about the product’s benefits.

• the name should be easy to pronounce, recognize and remember.

High brand equity provides a company with the following competitive advantages except             .

• high level of consumer brand awareness and loyalty.

• more leverage in bargaining with resellers.

• difficulty in launching line and brand extensions.

• defense against fierce price competition.