Ch. 8 Quiz
Which of the following correctly defines a product? A) A product is anything offered to a market that might satisfy a need or want. B) A product consists of the actual product and the augmented product. The core customer value is not part of a product. C) Products are tangible goods only. D) A product is the overall market offering. E) Products include tangible objects and services but not events or people.
A) A product is anything offered to a market that might satisfy a need or want.
What are the four special service characteristics marketers must consider when designing marketing programs? A) Intangibility, inseparability, variability, and perishability B) Intangibility, inseparability, variability, and substitutability C) Tangibility, substitutability, variability, and conformity D) Intangibility, inseparability, conformity, and perishability E) Tangibility, inseparability, variability, and perishability
A) Intangibility, inseparability, variability, and perishability.
Product planners think of products on three levels. Which of the following correctly identifies the three levels? A) The core customer value, the actual product, and the augmented product B) The core customer value, the actual product, and the quality level C) The branding, the packaging, and the core customer value D) The branding, the quality level, and the design E) The core customer value, the actual product, and the product's position
A) The core customer value, the actual product, and the augmented product
Which of the following statements about service marketing is correct? A) Training current employees better and hiring new ones with more skills can increase service productivity. B) It is easier to define service quality than product quality. C) Service marketers cannot differentiate their offerings. D) Due to the variability of services, top service companies set modest service-quality standards. E) Social media is not useful to service marketers.
A) Training current employees better and hiring new ones with more skills can increase service productivity
A group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges are called a(n) __________. A) product line B) product mix C) product level D) product portfolio E) product stretch
A) product line
One characteristic of services is their variability. What is the main reason for services being variable? A) Services cannot be separated from their providers. B) Service quality depends on who provides them, as well as when, where, and how they are provided. C) Services are tangible, and defects are impossible to prevent. D) Services cannot be seen, tasted, or felt before they are bought. E) Services cannot be stored for later use.
B) Service quality depends on who provides them, as well as when, where, and how they are provided.
Typically, consumers put in minimum time and effort when buying products such as laundry detergent, candy, and fast food. These types of goods are classified as __________ products. A) unsought B) convenience C) augmented D) shopping E) specialty
B) convenience
Materials and parts, capital items, and supplies and services are groups of __________products. A) shopping B) unsought C) specialty D) industrial E) convenience
D) Industrial
When Doritos comes out with new flavors of their tortilla chips, what brand development strategy are they using? A) Multibrand B) Brand extension C) Licensing D) Line extension E) New brand
D) Line extension
For which service characteristic do marketers need to pay close attention to fluctuations in demand? A) Tangibility B) Intangibility C) Inseparability D) Perishability E) Variability
D) Perishability
Walmart created the Great Value brand for their food products and the Equate brand for their pharmacy, health, and beauty products. Walmart does not manufacture any of these products. Which type of brand sponsorship is Walmart using? A) A manufacturer's brand B) A national brand C) A co-brand D) A private brand E) A licensed brand
D) a private brand
The number of items in a product line represents the __________ and the total number of product lines a company carries represents the __________. A) product line width; product mix length B) product mix depth; product line width C) product mix length; product mix depth D) product line length; product mix width E) product line length; product line width
D) product line length; product mix width
Mothers Against Drunk Driving (MADD) runs advertising campaigns aimed at stopping drunk driving and preventing underage drinking. This is an example of __________. A) corporate image marketing B) organization marketing C) person marketing D) social marketing E) place marketing
D) social marketing
When a company lengthens a product line by adding more items within that lines current range, they are __________. A) increasing the width of their product mix B) stretching the line downward C) stretching the line upward D) decreasing the depth of the line E) filling the line
E) filling the line
Service quality greatly depends on the quality of the buyerdashseller interaction during the service encounter. This is known as __________. A) image differentiation B) external marketing C) the service profit chain D) internal marketing E) interactive marketing
E) interactive marketing