ch 7 t/f
T
An augmented product is a product that is built around the core benefit and actual product by offering additional consumer services and benefits.
T
Most major new innovations are unsought until consumers become aware of them through advertising.
F
Orienting and motivating customer-contact employees to work as a team to provide customer satisfaction is known as social marketing.
F
Product line filling occurs when a company lengthens its product line beyond its current range.
T
A laptop that is purchased for a graphic design studio is considered an industrial product.
F
Life insurance is an example of a convenience product.
T
A product is defined as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
F
Line extensions occur when a company extends existing brand names to new or modified products in a new category.
F
The augmented product is considered the basic level among the three levels of product.
T
A brand extension gives a new product instant recognition and faster acceptance.
T
Branding has become so strong today that hardly anything goes unbranded.
T
Consumers are generally willing to make more effort than usual to buy specialty products.
F
Consumers rarely compare shopping products before purchasing them.
F
Corporate image marketing consists of activities undertaken to create, maintain, or change attitudes or behavior toward particular people.
T
Furniture is an example of a shopping product.
F
Products include only tangible objects.
F
Service variability means that the quality of services does not depend on who provides them.
F
Shopping products are purchased more frequently than convenience products.
F
Specialty products are primarily purchased for use in conducting a business.
T
Support services are an important part of a customer's overall brand experience.
T
The distinction between a consumer product and an industrial product is based on the purpose for which the product is purchased.
T
Total quality management is an approach in which all of the company's people are involved in constantly improving the quality of products, services, and business processes.
T
Unsought products are consumer products that the consumer either does not know about or knows about but does not normally consider buying.
F
When buying unsought products, consumers spend considerable time and effort in gathering information and making comparisons.
T
When consumers react more favorably to a brand than to a generic or unbranded version of the same product, the brand is said to have positive brand equity.
