Chapter9 exercise for multiple choice and true or false

Chapter9 exercise for multiple choice and true or false -...

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Chapter 9 Product, Services, and Branding Strategies Multiple Choice 1. We define a _____ as anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. a. private brand b. service variability c. service d. product (d; Easy) 2. _____ 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. a. Line extensions b. Services c. Brands d. Consumer products (b; Easy) 3. Product is a key element in _____. At one extreme, it may consist of pure tangible goods or at the other extreme pure services. a. market offering b. brand equity c. brand extension d. co-branding (a; Easy) 4. Product planners need to think about products and services on three levels. Each level adds more customer value. The most basic level is the _____, which addresses the question, “What is the buyer really buying?” a. actual product b. augmented product c. core benefit d. co-branding (c; Challenging) 5. Product planners need to think about products and services on three levels. The third level is that the product planners must build on a(n) _____ around the core benefit and actual product by offering additional consumer services and benefits.
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a. augmented product b. brand equity c. brand extension d. industrial product (a; Challenging) 6. _____ are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products. a. Services b. Consumer products c. Line extensions d. Industrial products (b; Easy) 7. _____ 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. a.
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This note was uploaded on 06/13/2011 for the course ACCOUNTING 1204 taught by Professor Chang during the Summer '11 term at Nanjing University.

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Chapter9 exercise for multiple choice and true or false -...

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