QUIZ CH07

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

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Chapter 7 Product, Services, and Branding Strategy GENERAL CONTENT: Multiple-Choice Questions 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 e. 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 extensions b. Services c. Brands d. Consumer products e. 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 offering b. brand equity c. brand extension d. co-branding e. 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 _____. a. product quality b. memorable c. unsought product d. internal marketing e. service encounters (Answer: b; p. 199; Moderate) 192
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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?” a. actual product b. augmented product c. core benefit d. co-branding e. exchange (Answer: c; p. 200; Challenging) 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. a. augmented product b. brand equity c. brand extension d. industrial product e. image (Answer: a; p. 200; Challenging) 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 benefit b. package c. brand d. augment e. 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? a. Industrial products. b. Brand equity. c. Co-branding. d. Brand extension. e. Cohesive. (Answer: a; p. 200; Moderate) 193
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9. _____ 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 e. Straight extensions (Answer: b; pp. 200–201; Easy) 10. _____ 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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QUIZ CH07 - Chapter 7 Product Services and Branding...

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