Products and Services
Product and Services Decisions
Services Marketing
Brand Strategy
100

What is a product

Anything that can be offered in a market for
attention, acquisition, use, or consumption that might satisfy a need or want.

100

What is a product line

Group of related products sold under the same brand name by a single company 
100

What is managing service quality

Process of ensuring that a business consistently delivers high-quality service to its customers 

100

What is brand equity

The value that the brand has to the customers, which is based on their perceptions of the brand's quality, reputation, and value

200

What is a service

A form of product that consists of activities,
benefits, or satisfactions and that is essentially intangible and does not result in the ownership of anything.

200

What is the difference between style and design of a product

Style means the appearance and design means the usefulness and looks 

200
What affects the cost of marketing strategies for service firms 

Employee hiring and training, service quality and quantity 

200

What are the 4 factors of brand sponsorship 

Manufacture's brand, private brand, licensed brand, co-brand 

300

What are the three levels of a product

Augmented, Actual, Core 

300

What are the product and service attributes 

Quality, features, style and design 

300

What are the three types of service marketing

Internal, external, and interactive marketing 

300

What are the three levels that marketers can position brands 

Attributes, benefits, beliefs and values

400
What are the 4 kinds of consumer products 

Convenience, shopping, specialty, unsought 


400

What are the individual product decisions

Product attributes, branding, packaging, labeling and logos, products support services 

400
What are the 4 service characteristics 

Intangibility, variability, inseparability, perishability 

400

What are the major brand strategy decisions

Brand positioning, brand name selection, brand sponsorship, brand development 

500

What is the difference between social marketing and place marketing 

Social marketing: aims to benefit society as a whole and Place marketing: aims to attract people to a particular location 

500

What characteristics of product quality 

Total quality management, return-on-quality, quality level, performance quality, conformance quality 

500
What are the marketing strategies for service firms 

Internal service quality, satisfied and productive service employees, greater service value, satisfied and loyal customers, healthy service profits and growth 

500

What is a quote from a Disney World Resort regular that exemplifies emotional brand positioning 

"I have a deep love and bond to all things Disney"

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