ch 7 t/f

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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.


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