Marketing Chapter 7
Which of the following is most likely a true statement about services?
A service is intangible before it is purchased.
________ products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.
Convenience
Product mix length refers to the ________.
total number of items a company carries within its product lines
________ occurs when two established brand names of different companies are used on the same product.
Co-branding
________ refer to a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible.
Services
A company adding new features to a product will most likely compare each feature's value to customers with its ________.
cost to the company
Brand ________ is the differential effect that knowing the brand name has on customer response to the product and its marketing.
equity
A product mix is also known as a product ________.
portfolio
Which of the following characteristics of a product is defined as "freedom from defects"?
quality
Service perishability means that ________.
services cannot be stored for later sale or use
Which of the following would be considered part of an augmented product rather than that of an actual product or core customer value?
warranty
