Topics: Marketing, Goods, Product management Pages: 37 (8244 words) Published: October 22, 2012
Chapter 12: Setting Product Strategy


Multiple Choice

1. Marketing planning begins with the formulation of an offering to ________ target customers’ needs or wants. a. undermine
b. meet
c. capture
d. compete with
e. comprehend
Answer: bPage: 318Difficulty: EasyAACSB: Reflective Thinking

2. The customer will judge the offering by three basis elements: ________, services mix and quality, and price. a. performance
b. salespeople
c. price
d. product features and quality
e. none of the above
Answer: dPage: 318Difficulty: EasyAACSB: Analytic Skills

3. The five product levels constitute a ________. At each level more customer value is added. a. customer-augmented product
b. customer consumption system
c. customer value-hierarchy
d. customer-perceived value
e. customer hierarchy
Answer: cPage: 318Difficulty: Medium

4. When companies search for new ways to satisfy customers and distinguish their offering from others, they look at the ________ product, which encompasses all the possible augmentations and transformations of the product. a. consumption system

b. expected
c. potential
d. augmented
e. basic

Answer: cPage: 318Difficulty: HardAACSB: Analytic Skills

5. The way the user performs the tasks of getting and using products and related services is the user’s total ________. a. consumption system
b. consumable system
c. consistent use system
d. augmented system
e. none of the above
Answer: aPage: 319Difficulty: Medium

6. Marketers have traditionally classified products on the basis of three characteristics: ________, tangibility, and use. a. customer value hierarchy
b. expected
c. augmented
d. durability
e. none of the above
Answer: dPage: 319Difficulty: HardAACSB: Analytic Skills

7. ________ are tangible goods that normally survive many uses. a. Nondurable goods
b. Durable goods
c. Services
d. Consumption systems
e. Potential products
Answer: bPage: 319Difficulty: MediumAACSB: Analytic Skills

8. Because ________ are purchased frequently, marketers should make them available in many locations, charge only a small markup, and advertise heavily to induce trial and build preference. a. nondurable goods

b. durable goods
c. services
d. consumption systems
e. potential products
Answer: aPage: 319Difficulty: Medium

9. The consumer usually purchases ________ frequently, immediately, and with a minimum of effort. a. specialty goods
b. shopping goods
c. “must haves” goods
d. personal goods
e. convenience goods
Answer: ePage: 320Difficulty: MediumAACSB: Analytic Skills

10. It was sunny when Jenny went to class, but by the time class was over it was raining heavily, so Jenny stopped by the student store to buy an umbrella before she walked back to her dorm. In this case, the umbrella is an example of a(n) ________. a. impulse good

b. staple
c. homogeneous shopping good
d. emergency good
e. heterogeneous shopping good
Answer: dPage: 320Difficulty: MediumAACSB: Analytic Skills

11. ________ are similar in quality but different enough in price to justify shopping comparisons. a. Emergency goods
b. Homogeneous shopping goods
c. Heterogeneous shopping goods
d. Specialty goods
e. Impulse goods
Answer: bPage: 320Difficulty: MediumAACSB: Reflective Thinking

12. Products such as insurance, cemetery plots, and smoke detectors are examples of ________ that are products that the consumer does not know about or does not normally think of buying. a. specialty goods

b. unsought goods
c. heterogeneous shopping goods
d. homogeneous shopping goods
e. none of the above
Answer: bPage: 320Difficulty: HardAACSB: Reflective Thinking

13. Industrial goods can be classified as ________, capital items, or suppliers and...
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