QUIZ CH07 - Chapter 7 Product Services and Branding Strategy GENERAL CONTENT Multiple-Choice Questions 1 We define a as anything that can be offered to

QUIZ CH07 - Chapter 7 Product Services and Branding...

This preview shows page 1 - 3 out of 32 pages.

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 _____. 192
5.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?” 6.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. 7.Product planners must design the actual product and find ways to _____ it in order to create the bundle of benefits that will provide the most satisfying customer experience. a.core benefitb.packagec.brandd.augmente.present(Answer: d; p. 200; Challenging)8.Products and services fall into two broad classes based on the types of consumers that use them. Which is one of these broad classes? 193

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture