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

Principles of Marketing, 15e (Kotler/Armstrong)
Chapter 8 Products, Services, and Brands: Building Customer Value
Chapter 9 New-Product Development and Product Life Cycle Strategies
1) 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 for
sale 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 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 customer value
D) 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 value
D) a brand personality
8) ________ are industrial products.