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PRACTICE EXAM; CHPT 8
Terms in this set (50)
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.
________ 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 product is a key element in the ________. At one extreme, it may consist of pure tangible goods or at the other extreme, pure services.
To differentiate themselves, many companies go beyond offering products and services; they are also developing and delivering customer ________.
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?"
core customer value
The third level of a product that product planners must consider is a(n) ________ that offers additional consumer services and benefits.
Products and services fall into two broad classifications based on the types of consumers that use them. Which is one of these broad classes?
________ are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products.
________ are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. Consumers spend much time and effort in gathering information and making comparisons about these products.
________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.
________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying. These products require a lot of advertising, personal selling, and other marketing efforts.
________ are those products purchased for further processing or for use in conducting a business.
Most manufactured materials and parts are sold directly to ________. Price and service are the major marketing factors; branding and advertising tend to be less important.
________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment.
Which of the following capital items is NOT considered accessory equipment?
Which of the following does NOT belong to the materials and parts group of industrial products?
repair and maintenance items
Paper, pencils, paint, nails, and brooms are examples of ________.
________ consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization.
________ consists of activities undertaken to create, maintain, or change attitudes toward particular people.
________ involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, and regions.
________ is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well-being and that of society.
Public health campaigns to reduce alcoholism, drug abuse, smoking, and obesity are all examples of ________.
Developing a product or service involves defining the benefits that it will offer. These benefits are communicated and delivered by ________ such as quality, features, and style and design.
________ is one of the marketer's major positioning tools because it has a direct impact on product or service performance; it is therefore closely linked to customer value and satisfaction.
Specialty product marketing
________ is an approach in which all the company's people are involved in constantly improving the products, services, and business processes.
Total quality management
What are the two dimensions of product quality?
consistency and level
Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance?
A sensational ________ may grab attention and produce pleasing aesthetics, but it does not necessarily improve a product's performance.
________ contributes to a product's usefulness as well as to its looks.
A(n) ________ is a name, term, sign, symbol, design, or a combination of these, that identifies the maker or seller of a product or service.
________ involves designing and producing the container or wrapper for a product.
In recent years, product safety and environmental responsibility have become major ________ concerns.
At the very least, a product's ________ identifies the product or brand. It might also describe several things about the product and promote the brand.
The ________ requires sellers to provide detailed nutritional information on food products.
Nutritional Labeling and Educational Act of 1990
________ has been affected by the need to include unit pricing, open dating, and nutritional information.
Many companies now use a combination of phone, e-mail, fax, Internet, and other technologies to provide ________.
A ________ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges.
The major product line decision involves ________.
product line length
Berkowitz Piano Company can expand its product line in one of two common ways. Which of the following is one of those ways?
An alternative to product line stretching is ________, adding more items within the present range of the line.
product line filling
When a company lengthens its product line beyond its current range, it is ________.
product line stretching
A ________ consists of all the product lines and items that a particular seller offers for sale.
Product mix ________ refers to the number of different product lines the company carries.
Product mix ________ refers to the total number of items a company carries within its product lines.
Product mix ________ refers to the number of versions offered of each product in the line. Colgate toothpaste comes in 16 varieties, ranging from Colgate Total to Colgate Kids Toothpastes.
The ________ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.
A company can increase its business in four ways. Which is NOT one of these ways?
It can discontinue some of its lines.
Service providers must consider four special characteristics when designing marketing programs. Which is NOT one of these characteristics?
________ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.
________ means that services cannot be separated from their providers, whether the providers are people or machines.
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