Q-M6.doc - Principles of Marketing, 15e (Kotler/Armstrong)...

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Principles of Marketing, 15e(Kotler/Armstrong)Chapter 8Products, Services, and Brands: Building Customer ValueChapter 9New-Product Development and Product Life Cycle Strategies1) Which of the following is true with regard to products?A) The quality of products is far more difficult to measure than that of services.B) Products do not include experiences, organizations, persons, places, and ideas.C) Products are not meant for sale in the market.D) Products include services, events, persons, places, organizations, ideas, or a mixture of these.
2) ________ are a form of product that consists of activities, benefits, or satisfactions offered forsale that are essentially intangible and do not result in the ownership of anything.
3) Which of the following is an example of a pure tangible good?
4) Which of the following product offerings is intangible?
5) Product planners need to consider products and services on three levels. Each level adds morecustomer value. The most basic level is the ________, which addresses the question, "What isthe buyer really buying?"A) actual productB) augmented productC) core customer valueD) co-branding
6) Product planners need to consider products and services on three levels. At the second level,product planners must ________.
7) Product planners need to consider products and services on three levels. At the final level,product planners must build ________.
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C) core customer valueD) a brand personality8) ________ are industrial products.

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