Chapter 7Product, Services, and Branding StrategyGENERAL CONTENT: Multiple-Choice Questions1.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 brandb.service variabilityc.service d.producte.service encounter(Answer: d; p. 199; 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 extensionsb.Servicesc.Brandsd.Consumer productse.Supplements(Answer: b; p. 199; 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 offeringb.brand equityc.brand extensiond.co-brandinge.the value chain(Answer: a; p. 199; Easy)
4.Many companies are moving to a new level in creating value for their customers. They are developing and delivering total customer experiences. Whereas products are tangible and services are intangible, experiences are _____.