Many major brand marketers often spend huge amounts in the beginning on advertising to create brand awareness and to build preference and loyalty.

A product line is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges.

You just bought a hickory rocking chair, handmade by a Shanghainese craftsman in China, from locally grown wood. This is an example of a(n) specialty product

Some companies license names or symbols previously created by other manufacturers, names of well-known celebrities, and/or characters from popular movies and books. These can provide an instant and proven brand name.

Retailers have become concerned that there are already too many brands and are pursuing megabrand strategies to weed out weaker brands and focus on brands that can achieve the number-one or number-two market share positions in their categories.

Krispy Kreme, by delivering hot and fresh donuts to their customers, provides experiences

Because a barber cannot inventory haircuts, which one of the following applies? service perishability

Outback Steakhouse provides gourmet menu options to its customers, as well as impeccable service. They even allow the customer to hand-select his or her own cut of meat. Here only a core benefit is/are evident.

The company periodically surveys buyers who have used a product and asks questions such as, “Which specific features of the product do you like the most?” The company can then assess each feature’s value to customers versus its cost to the company.

Quaker produces a variety of cereals. This variety is called its product line. TRUE

An example of service variability is that within a given Marriott hotel, one registration-desk employee may be cheerful and efficient, whereas another may