Which of the Following Statements Regarding Service Branding Is MOST

question 193

Multiple Choice

Which of the following statements regarding service branding is MOST accurate?

• A) Because services are intangible and more difficult to describe, brand names and logos are of critical importance.
• B) Because the classification of services is so complex, it is far more difficult to find a brand name that hasn't already been taken.
• C) Services must include the word "service" in all their brand names to assure that customers understand they are not purchasing a product.
• D) Service firms with a well-established brand reputation and service firms without a brand reputation both find it easy to introduce new services.
• E) Service logos and brands must designated by the "®" symbol while consumer products are designated by the "SM" symbol.

---

Definitions:

Marketing Mix

The combination of factors that can be controlled by a company to influence consumers to purchase its products, traditionally identified as product, price, place, and promotion.

Internet

A global network of interconnected computers and servers allowing for the exchange of data, communication, and access to information.

Marketing Mix

The set of controllable tactical marketing tools, typically encapsulated as product, price, place, and promotion, that a company uses to produce a desired response from its target market.

Distribution

The process of making a product or service available for use or consumption by a consumer or business user.