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Which of the following correctly defines a product?
A.
Products include tangible objects and services but not events or people.
B.
A product is not a part of the overall market offering.
C.
Products are only tangible objects offered to a market to satisfy a want or need.
D.
Products have two levels dash- the actual product and the augmented product.
E.
A product is anything offered to a market that might satisfy a need or want.
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e
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Which of the following is a pure tangible good?
A.
Financial advice
B.
A meal at a restaurant
C.
A medical checkup
D.
Toothpaste
E.
A spa treatment
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d
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Which of the following is considered part of an augmented product rather than that of an actual product or core customer value?
A.
Packaging
B.
Brand name
C.
Product features
D.
Warranty
.E.
Design
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d
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Nailit Cosmetics is advertising its newest line of nail polishes. Nailit is selling the products in specially designed bottles that make application easier, made from a non-toxic, water-based nail polish with amazing summer colors. Which of the following is a core customer value for Nailit’s line of polishes?
A.
The non-toxic properties of the products
B.
The products’ revolutionary packaging
C.
The Nailit brand
D.
The natural ingredients
E.
The desire to have beautiful nails
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e
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Which type of consumer products are frequently purchased with little planning, little comparison or shopping effort, and low customer involvement?
A.
Shopping products
B.
Convenience products
C.
Industrial products
D.
Capital products
E.
Specialty products
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b
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Materials and parts, capital items, and supplies and services are groups of _____ products.
A.
specialty
B.
shopping
C.
unsought
D.
convenience
E.
industrial
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e
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In determining product quality, what are the two dimensions of quality marketers must decide upon?
A.
Level and price
B.
Consistency and packaging.
C.
Level and consistency
D.
Level and conformance.
E.
Consistency and conformance.
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c
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When a company lengthens a product line by adding more items beyond its current range, they are ________.
A.
filling the line
B.
decreasing the depth of the line
C.
decreasing the width of their product mix
D.
stretching the line
E.
increasing the width of their product mix
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d
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Which of the following statements is true regarding packaging?
A.
Packaging does not influence the consumer buying decision.
B.
Packaging does not impact product safety.
C.
Packaging is not an important consideration in product strategy.
D.
Packaging can be an important part of a brand’s identity.
E.
Packaging is not used to gain a competitive advantage.
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d
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Which of the following statements regarding the important decisions in the development and marketing of individual products is correct?
A.
Packaging decisions are not an important part of developing individual products.
B.
Product labelling is no longer subject to legal regulation.
Your answer is not correct.C.
How a product is branded is separate from the development and marketing of individual products.
D.
Product attributes that communicate and deliver benefits to the consumer include quality, features, and style and design.
E.
Determining product support services is not part of the development of individual products.
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d
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If a company adds a new product line to its existing portfolio, it has increased its _________.
A.
product mix depth
B.
product support services
C.
product mix consistency
D.
product mix width
E.
product line length
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d
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Identifying, describing and promoting the product are three functions of ______.
A.
support services
B.
design
C.
labeling
D.
product lines
E.
packaging
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c
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he quality of services depends on who provides them as well as when, where, and how they are provided. Which characteristic of services does this describe?
A.
Perishability
B.
Intangibility
C.
Variability
.D.
Inseparability
E.
Tangibility
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c
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For which service characteristic do marketers need to pay close attention to fluctuations in demand?
A.
Tangibility
B.
Variability
C.
Inseparability
D.
Intangibility
E.
Perishability
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e
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Service _______ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.
A.
packaging
B.
perishability
Your answer is not correct.C.
variability
D.
intangibility
E.
inseparability
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d
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Service marketing requires ________. This means that the service firm must orient and motivate its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.
A.
external marketing
B.
image differentiation
C.
the service firm to focus only on the customer
D.
interactive marketing
E.
internal marketing
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e
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Which of the following statements is true regarding managing service quality?
A.
Service quality is easier to define and judge than product quality.
B.
Setting standards is not important in delivering service quality.
C.
Service recovery is unimportant in managing service quality.
D.
Unlike product quality, service quality will always vary.
E..
Customer retention is not related to service quality.
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d
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Which of the following statements about service marketing is correct?
A.
Service marketers do not need to differentiate their offerings.
B.
Companies should strive to streamline services to increase efficiency.
C.
Training current employees better and hiring new ones with more skills can increase service productivity.
D.
It is easier to define service quality than product quality.
E.
Due to the variability of services, top service companies set modest service-quality standards.
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c
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Which brand dimension is defined as how consumers feel a brand meets their needs?
A.
Differentiation
B.
Esteem
C.
Relevance
D.
Equity
Your answer is not correct.E.
Knowledge
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c
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The value of customer relationships that a brand creates is called _______.
A.
brand value
B.
customer value
C.
customer equity
D.
brand equity
Your answer is not correct.E.
brand differentiation
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c
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Kroger sponsors such brands as Private Selection, Heritage Farm, and Simple Truth. Kroger does not manufacture any of these products. Which type of brand sponsorship is Kroger using?
A.
A co-brand
B.
A national brand
C.
A private brand
D.
A licensed brand
E.
A manufacturer’s brand
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c
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When we see Hello Kitty on children’s clothing, Disney characters on lunchboxes, and Sponge Bob Squarepants on breakfast cereals, which form of brand sponsorship is being used?
A.
Private branding
B.
Store branding
C.
Co-branding
D.
National branding
E.
Licensing
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e
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When Doritos comes out with new flavors of its tortilla chips, what brand development strategy does it employ?
A.
Line extension
B.
Multibrand
C.
Brand extension
D.
New brand
E.
Store brand.
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a
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When Coca-Cola saw the growth of the bottled water category, they launched Dasani, its brand of bottled water. Which brand development strategy did Coca-Cola use in launching Disani?
A.
New brand
This is the correct answer.B.
Licensing
C.
Brand extension
D.
Multibranding
E.
Line extension
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a
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When manufacturers launch products using their own brand names, which sponsorship option are they using?
A.
Store branding
Your answer is not correct.B.
Distributor branding
C.
Private branding
D.
Co-branding
E.
National branding
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e
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