22324544-kotler12-Setting-Product-Strategy

22324544-kotler12-Setting-Product-Strategy - Chapter 12:...

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Chapter 12: Setting Product Strategy GENERAL CONCEPT QUESTIONS Multiple Choice 1. Marketing planning begins with the formulation of an offering to ________ target customers’ needs or wants. a. exceed b. meet c. capture d. compete with e. comprehend Answer: b Page: 372 Level of difficulty: Easy 2. The customer will judge the offering by three basis elements: ________, services mix and quality, and price. a. performance b. salespeople c. price d. product features and quality e. none of the above Answer: d Page: 372 Level of difficulty: Easy 3. The components of the market offering include all of the following EXCEPT ________. a. product feature b. product quality c. reputation of firm d. services mix and quality e. value-based pricing Answer: c Page: 372 Level of difficulty: Easy 4. In planning its market offering, the marketer needs to address five product levels. These levels include all of the following EXCEPT ________. a. potential product b. augmented product c. core benefit d. basic product e. product usage/purpose Answer: e Page: 372 Level of difficulty: Medium 325
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Part 5: Shaping the Market Offerings 5. The five product levels constitute a ________. At each level more customer value is added. a. customer augmented product b. customer consumption system c. customer value hierarchy d. customer perceived value e. customer hierarchy Answer: c Page: 372 :Level of difficulty: Medium 6. The way the user performs the tasks of getting and using products and related services is the user’s total ________. a. consumption system b. consumable system c. consistent use system d. augmented system e. none of the above Answer: a Page 372 Level of difficulty: Medium 7. Marketers have traditionally classified products on the basis of characteristics: ________, tangibility, and use. a. customer value hierarchy b. expected c. augmented d. durability e. none of the above Answer: d Page: 373 Level of difficulty: Hard 8. When companies search for new ways to satisfy customers and distinguish their offering from others, they look at the ________ product, which encompasses all the possible augmentations and transformations of the product. a. consumption system b. expected c. potential d. augmented e. basic Answer: c Page: 373 Level of difficulty: Hard 9. The vast array of goods consumers buy can be classified on the basis of shopping habits. We can distinguish among convenience, ________, specialty, and unsought goods. a. “must haves” b. impulse c. shopping d. business e. functional 70
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Chapter 12: Setting Product Strategy Answer: c Page: 374 Level of difficulty: Easy 10. The consumer usually purchases ________ frequently, immediately, and with a minimum of effort. a.
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22324544-kotler12-Setting-Product-Strategy - Chapter 12:...

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