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
Diff: 1 Page Ref: 224
Skill: Concept
Objective: 8-1
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
Diff: 1 Page Ref: 224
Skill: Concept
Objective: 8-1
3) A product is a key element in the ________. 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) value chain
Answer: A
Diff: 1 Page Ref: 224
Skill: Concept
Objective: 8-1
4) To differentiate themselves, many companies go beyond offering products and services; they are also developing and delivering customer ________.
A) feedback
B) experiences
C) brands
D) product lines
E) events
Answer: B
Diff: 2 Page Ref: 224
Skill: Concept
Objective: 7-1
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
E) exchange
Answer: C
Diff: 2 Page Ref: 225
Skill: Concept
Objective: 8-1
6) The third level of a product that product planners must consider is a(n) ________ that offers additional consumer services and benefits.
A) brand equity
B) augmented product
C) brand extension
D) industrial product
E) image
Answer: B
Diff: 2 Page Ref: 225
Skill: Concept
Objective: 8-1
7) Products and services fall into two broad classifications based on the types of consumers that use them. Which is one of these broad classes?
A) industrial products
B) specialty products
C) supplies and services
D) materials and parts
E) convenience products
Answer: A
Diff: 2 Page Ref: 226
Skill: Concept
Objective: 8-1
8) ________ 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
Diff: 1 Page Ref: 226
Skill: Concept
Objective: 8-1
9) ________ 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 about these products.
A) Shopping products
B) Convenience products
C) Unsought products
D) Industrial products
E) Line extensions
Answer: A
Diff: 2 Page Ref: 226
Skill: Concept
Objective: 8-1
10) ________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.
A) Shopping products
B) Unsought products
C) Specialty products
D) Industrial products
E) Line extensions
Answer: C
Diff: 1 Page Ref: 226
Skill: Concept
Objective: 8-1
11) ________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying. These products require a lot of advertising, personal selling, and other marketing efforts.
A) Specialty products
B) Line extensions
C) Unsought products
D) Shopping products
E) Staples
Answer: C
Diff: 1 Page Ref: 227
Skill: Concept
Objective: 8-1
12) ________ are those products purchased for further processing or for use in conducting a business.
A) Unsought products
B) Specialty products
C) Shopping products
D) Industrial products
E) Accessories
Answer: D
Diff: 1 Page Ref: 227
Skill: Concept
Objective: 8-1
13) Most manufactured materials and parts are sold directly to ________. Price and service are the major marketing factors; branding and advertising tend to be less important.
A) consumers
B) industrial users
C) brand extensions
D) co-branders
E) wholesalers
Answer: B
Diff: 2 Page Ref: 227
Skill: Concept
Objective: 8-1
14) ________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment.
A) Materials
B) Parts
C) Capital items
D) Specialty items
E) Supplies
Answer: C
Diff: 2 Page Ref: 227
Skill: Concept
Objective: 8-1
15) Which of the following capital items is NOT considered accessory equipment?
A) buildings
B) hand tools
C) lift trucks
D) desks
E) chairs
Answer: A
Diff: 2 Page Ref: 227
Skill: Concept
Objective: 8-1
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