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