Marketing Test 6

The third level of a product that product planners consider is a(n) ________ around the core benefit and actual product that offers additional consumer services and benefits. A) augmented product B) brand equity C) brand extension D) industrial product E) image

A) augmented product

Product is a key element in a company's ________, which may, at one extreme, consist of pure tangible goods or, at the other extreme, pure services. A) market offering B) brand equity C) brand extension D) co-branding E) core customer value

A) market offering

Products and services fall into two broad classifications based on the types of consumers that use them. Which of the following is one of these broad classes? A) industrial products B) specialty products C) supplies and services D) materials and parts E) convenience products

A) promote

________ are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. Consumers spend much time and effort in gathering information and making comparisons about these products. A) Shopping products B) Convenience products C) Unsought products D) Industrial products E) Line extensions

A) shopping products

________ are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products. A) Services B) Consumer products C) Line extensions D) Industrial products E) Straight extensions

B) consumer products

To differentiate themselves, many companies go beyond offering products and services; they are also developing and delivering customer ________. A) feedback B) experiences C) brands D) product lines E) events

B) experiences

Most manufactured materials and parts are sold directly to ________. Price and service are the major marketing factors; branding and advertising tend to be less important. A) consumers B) industrial users C) government buyers D) co-branders E) wholesalers

B) industrial users

________ consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization. A) Person marketing B) Organization marketing C) Internal marketing D) Service variability E) Intelligence marketing

B) organization marketing

________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. A) Line extensions B) Services C) Brands D) Consumer products E) Supplements

B) services

A ________ is defined as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. A) private brand B) service variability C) service D) product E) service encounter

D) product

________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment. A) Materials B) Parts C) Capital items D) Specialty items E) Supplies

C) capital items

Product planners consider products and services on three levels. The most basic level is the ________, which addresses the question, "What is the buyer really buying?" A) actual product B) augmented product C) core customer value D) co-branding E) exchange

C) core customer value

_______ consists of activities undertaken to create, maintain, or change attitudes or behavior toward particular people. A) Corporate image advertising B) Organization marketing C) Person marketing D) Social marketing E) Intermarket marketing

C) person marketing

________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. A) Shopping products B) Unsought products C) Specialty products D) Industrial products E) Line extensions

C) specialty products

________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying. These products require a lot of advertising, personal selling, and other marketing efforts. A) Specialty products B) Line extensions C) Unsought products D) Shopping products E) Convenience products

C) unsought products

________ are those products purchased for further processing or for use in conducting a business. A) Unsought products B) Specialty products C) Shopping products D) Industrial products E) Accessories

D) Industrial products

Product planners must design the actual product and also find ways to ________ it in order to create the bundle of benefits that will create the most customer value. A) promote B) package C) brand D) augment E) present

D) augment