mktg220

Principles of Marketing, 14e (Kotler)
Chapter 8 Products, Services, and Brands: Building Customer Value

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