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Products, Services, And Brands: Building Customer Value

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Question 1
Free
Multiple Choice

Which of the following is true with regard to products?

Choose correct answer/s
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.

E

Products refer to only those activities that are essentially intangible.

Check answer
Question 2
Free
Multiple Choice

________ 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.

Choose correct answer/s
A

Liabilities

B

Services

C

Brands

D

Consumer products

E

Specialty products

Check answer
Question 3
Free
Multiple Choice

Which of the following exemplifies a service?

Choose correct answer/s
A

candy

B

laptop

C

hair salon

D

car

E

laundry detergent

Check answer
Question 4
Free
Multiple Choice

Marketing mix planning begins with ________ .

Choose correct answer/s
A

building an offering that brings value to target customers

B

finding a suitable promotion strategy for the product

C

setting a reasonable price for the product

D

selecting the right channel for distribution of the product

E

calculating the total costs involved in manufacturing the product

Check answer
Question 5
Free
Multiple Choice

Market offering includes everything from pure tangible goods to pure services, as well as combinations of goods and services. Which of the following is NOT a product or service?

Choose correct answer/s
A

breakfast cereal

B

rental car

C

free concert

D

shoes

E

haircut

Check answer
Question 6
Multiple Choice

Which of the following is true with regard to services?

Choose correct answer/s
A
Services refer to purely tangible products.
B
Services are a form of product that consists of activities, benefits, or satisfactions offered for sale.
C
Services can be stored for later use.
D
Services can be easily separated from their providers.
E
Services are tangible product offerings whose quality can be easily measured.
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Question 7
Multiple Choice

Which of the following is an example of a pure tangible good?

Choose correct answer/s
A
a laptop with a comprehensive warranty for three years
B
an online shoe retailer that provides free home delivery
C
an agency that offers free legal advice
D
a credit card
E
a bag of potato chips
To unlock the question
Question 8
Multiple Choice

Which of the following product offerings is intangible?

Choose correct answer/s
A
a package of laundry detergent
B
an ink cartridge for a printer
C
a wool jacket
D
a gold ring
E
a taxi ride
To unlock the question
Question 9
Multiple Choice

Which of the following is a goods-and-services combination?

Choose correct answer/s
A
a bicycle
B
a milk shake at an ice cream store
C
chocolate chips
D
a train ride
E
a music lesson
To unlock the question
Question 10
Multiple Choice

Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is ________ , which addresses the question, "What is the buyer really buying?"

Choose correct answer/s
A
an actual product
B
an augmented product
C
core customer value
D
co-branding
E
exchange value
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Question 11
Multiple Choice

Product planners need to consider products and services on three levels. At the second level, product planners must ________ .

Choose correct answer/s
A
offer additional product support and after-sale services
B
identify the core customer value that consumers seek from the product
C
turn the core benefit into an actual product
D
find out how they can create the most satisfying brand experience
E
define the problem-solving benefits or services that consumers seek
To unlock the question
Question 12
Multiple Choice

If a consumer purchases a new flat-screen "smart" television which can connect to services like Netflix and Pandora, what is the core customer value involved?

Choose correct answer/s
A
connection to entertainment and information
B
state-of the art technology
C
slick and attractive packaging
D
brand name
E
tech support and warranty
To unlock the question
Question 13
Multiple Choice

If a consumer purchases a new flat-screen "smart" television, what is the augmented product involved?

Choose correct answer/s
A
connection to the world of entertainment
B
state-of the art technology
C
slick and attractive packaging
D
brand name
E
tech support and warranty
To unlock the question
Question 14
Multiple Choice

Product planners need to consider products and services on three levels. At the third level, product planners must build ________ .

Choose correct answer/s
A
an actual product
B
an augmented product
C
core customer value
D
a brand personality
E
a basic product
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Question 15
Multiple Choice

What is the core customer value a customer might purchase when buying Urban Decay cosmetics?

Choose correct answer/s
A
variety of collections
B
unique packaging
C
unusual colors
D
sense of adventure
E
long-lasting makeup
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Question 16
Multiple Choice

________ are industrial products.

Choose correct answer/s
A
Major appliances
B
Laundry detergents
C
Life insurance policies
D
Office supplies
E
Legal services
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Question 17
Multiple Choice

Consumer products refer to ________ .

Choose correct answer/s
A
products purchased by consumers for further processing or for use in conducting a business
B
products and services bought by final consumers for personal consumption
C
primarily intangible offerings from marketers
D
raw materials as well as manufactured materials and parts
E
products that aid in the consumer's production or operations, including installations and accessory equipment
To unlock the question
Question 18
Multiple Choice

________ are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.

Choose correct answer/s
A
Unsought products
B
Capital items
C
Shopping products
D
Convenience products
E
Supplies and repair services
To unlock the question
Question 19
Multiple Choice

Which of the following is an example of a convenience product?

Choose correct answer/s
A
fast food
B
diamond ring
C
furniture
D
life insurance
E
refrigerator
To unlock the question
Question 20
Multiple Choice

________ are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.

Choose correct answer/s
A
Shopping products
B
Convenience products
C
Unsought products
D
Capital items
E
Supplies and repair services
To unlock the question