Setting Product Strategy

Continues for 37 more pages »
Read full document

Setting Product Strategy

By | November 2012
Page 1 of 38
Chapter 12: Setting Product Strategy

GENERAL CONCEPT QUESTIONS

Multiple Choice

1.Marketing planning begins with the formulation of an offering to ________ target customers’ needs or wants. a. exceed
b. meet
c. capture
d. compete with
e. comprehend
Answer: bPage: 372 Level of difficulty: Easy

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: 372Level of difficulty: Easy

3.The components of the market offering include all of the following EXCEPT ________. a.product feature
b.product quality
c.reputation of firm
d.services mix and quality
e.value-based pricing
Answer: cPage: 372 Level of difficulty: Easy

4.In planning its market offering, the marketer needs to address five product levels. These levels include all of the following EXCEPT ________. a.potential product
b.augmented product
c. core benefit
d. basic product
e. product usage/purpose
Answer: e Page: 372 Level of difficulty: Medium

5.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: 372 :Level of difficulty: Medium

6.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 372 Level of difficulty: Medium

7.Marketers have traditionally classified products on the basis of characteristics: ________, tangibility, and use. a.customer...
Hide

Rate this document

What do you think about the quality of this document?

Share this document

Let your classmates know about this document and more at Studymode.com