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.

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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

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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

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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

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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

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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
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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
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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
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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
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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
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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
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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
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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
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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
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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