Marketing 4000 Chapter 6

C

In the marketing framework, which of the following is the most central of the 4 Ps? a. Place b. Price c. Product d. Promotion

C

Which of the following is an example of an intangible service? a. A tattoo b. A hair cut c. A massage d. A hair color change

core

essential to the product offering. they are expected by the customer

intangibility

extent to which you have something concrete

A

Intangibility index is defined as the: a. ratio of R&D costs to capital spending. b. product of variable costs and fixed costs. c. aggregate of tangible product cost and intangible product cost. d. ratio of inventory to products-in-transit handling

B

The "core" of a firm's market offering helps in enhancing customer satisfaction. a. True b. False

B

Typically, a firm's product line varies in depth not in width. a. True b. False

A

Typically, automated services are introduced to reduce errorful variability. a. True b. False

B

The intangibility index of a firm rises with expansive capital expenditure. a. True b. False

B

The tangibility levels in services are high. a. True b. False

A

With reference to perishability, which of the following statements differentiates a product from a service? a. Production and consumption of a product are separable, while production and consumption of a service are inseparable. b. Products are said to be more variable than services. c. Credence attributes play a role in a product's consumption, while search attributes play a role in a service's consumption. d. Products tend to be more perishable than services.

product mix

a company's product lines

experience marketing

consumers are buying the experience EX:american girl, bass pro, sephora, lamberts

search and experience

goods are dominated by?

variability

goods are made by machines (consistent), services are usually people intensive

B

Credence attributes in products are those: a. that need some trial or consumption before evaluation. b. that are difficult to analyze even post-consumption. c. that are evaluated prior to a purchase. d. factors distinguishable to the human senses.

D

Going to the symphony is an example of ________. a. search concepts b. tangibility marketing c. credence attributes d. experience marketing

B

Goods are dominated by experience and credence qualities, while services are mostly comprised of search and experience qualities. a. True b. False

A

In context to variability between goods and services, services are said to be more variable. a. True b. False

A

Which of the following is an example of pure goods? a. Coal b. Printers' cartridges c. Screws d. Paper

C

With reference to a product's attributes, which of the following statements explains the difference between experience and search attributes? a. Search attributes are proportional to the strengths of a firm, while experience attributes relate to the opportunities of a firm. b. Search attributes of a product relate to its positioning process, while experience attributes relate to its targeting process. c. Search attributes are evaluated prior to a purchase, while experience attributes are evaluated post-consumption of a product. d. Search attributes of a product relate to its intangible factors, while experience attributes relate to its tangible factors.

credence qualities

difficult to judge even post-consumption EX: wisdom teeth removal, tax preparation, financial advisor

search qualities

may be evaluated prior to the purchase

experience qualities

need trial/consumption before evaluation

breadth

number of product lines EX: frigidaire sells refrigerators, washers, dryers, ranges, etc.

depth

number of products in a line EX: frigidaire has top-mount, side-by-side refrigerators and many variations

perishability

service are simultaneously produced and consumed

experience and credence

services are dominated by?

value-added

supplemental and can improve satisfaction