Marketing Chapter 7
_____ contributes to a product's usefulness as well as to its looks.
Design
To differentiate themselves, many companies are moving to a new level in creating value for their customers. Going beyond products and services, they are developing and delivering customer ________.
Experiences
_____ 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.
Services
_____ 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.
Shopping products
_____ is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well-being and that of society.
Social 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.
Specialty products
Products and services fall into two broad classes based on the types of consumers that use them. Which of the following is one of these broad classes?
industrial products
What are the two dimensions of product quality?
level and consistency
In recent years, product safety and environmental responsibility have become major ________ concerns.
packaging
Developing a product or service involves defining the benefits that it will offer. These benefits are communicated and delivered by _____ such as quality, features, style and design.
product attributes
Which of the following is the lowest level on which marketers can position their brands in target customers' minds?
product attributes
Which of the following does not belong to the materials and parts group of industrial products?
repair and maintenance items
Mabel Lu is planning to buy a new washing machine. She notices that they come in numerous price ranges. She wants to make sure she gets the most for her money. This product is a(n) ________ product.
shopping
Public health campaigns to reduce smoking, alcoholism, drug abuse, and overeating are all examples of ________.
social marketing
A hickory rocking chair, handmade by an Amish woodcarver in northern Indiana from locally grown wood, is an example of a(n) ________.
specialty product
A sensational ________ may grab consumers' attention and produce pleasing aesthetics, but it does not necessarily improve a product's performance.
style
Many companies now use a combination of phone, e-mail, fax, Internet, and other technologies to provide ________ .
support services
In assessing which new features to add to a product, a company must weigh each feature's ________ to customers versus its ________ to the company.
value; cost
_____ are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products.
Consumer products
_____ involves designing and producing the container or wrapper for a product.
Packaging
_____ involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, and regions.
Place marketing
_____ is one of the marketer's major positioning tools because it has a direct impact on product or service performance; thus, it is closely linked to customer value and satisfaction.
Product quality
_____ 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.
Unsought products
When the Twin Six Cafe provides gourmet menu options to its customers, as well as impeccable service—which even allows customers to hand-select their own cuts of meat—_____ is(are) are evident.
a core benefit, an actual product, and an augmented product
Product planners must design the actual product and find ways to ________ it in order to create the bundle of benefits that will create the most customer value.
augment
The third level of a product that product planners must build is a(n) ________ around the core benefit and actual product that offers additional consumer services and benefits.
augmented product
A(n) ________ is a name, term, sign, symbol, design, or a combination of these, that identifies that maker or seller of a product or service.
brand
Some analysts see ________ as the major enduring asset of a company, outlasting the company's specific products and facilities.
brands
Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance?
conformance
You have an upset stomach. Your spouse rushes to the corner convenience store for a bottle of Pepto-Bismol. This product is a(n) ________ product.
convenience
Product planners need to think about products and services on three levels. The most basic level is the ________, which addresses the question, "What is the buyer really buying?"
core benefit
The fundamental asset underlying brand equity is ________—the value of the customer relationships that the brand creates. A powerful brand is important, but what it really represents is a set of loyal consumers.
customer equity
The starting point for the product attribute of various ________ is a stripped-down model without any extras.
features
