Marketing - Chapter 10

1. ​A(n) ____ is a concept, philosophy, or image.

• ​product
• ​good
• ​idea
• ​service
• ​issue

2. ​According to the text, a product is defined as

• ​anything the customer receives in an exchange.
• ​the physical object the customer receives in an exchange.
• ​the service that is rendered to a customer.
• ​the idea that the customer receives in an exchange.
• ​goods and services the customer receives in an exchange.

3. ​Energizer batteries would be classified as which type of product?

• ​Convenience
• ​Shopping
• ​Specialty
• ​Unsought
• ​Industrial service

4. ​Dannon Yogurt represents what type of product for most consumers?

• ​Convenience
• ​Business
• ​Shopping
• Specialty
• ​Durable

5. ​A specialty product

• ​requires minimal effort to purchase.
• ​is purchased frequently.
• ​requires purchase planning, and the buyer will not accept substitutes.
• ​is generally less expensive than other items in the same product class.
• ​prompts the purchaser to make comparisons among alternatives.

6. ​Minerals, chemicals, timber, and agricultural products are considered

• ​process materials.
• ​accessory materials.
• ​MRO supplies.
• ​component parts.
• ​raw materials.

7. ​A set of Bose car speakers sold to Ford for use in the production of a hybrid Escape, would be an example of a(n)

• ​component part.
• ​specialty item.
• ​accessory equipment.
• ​raw material.
• ​process material.

8. ​Although they become part of a larger product, ____ can often be easily identified and distinguished on the larger product.

• ​component parts
• ​accessory parts
• ​raw materials
• ​process materials
• ​MRO supplies

9. ​A product mix is best described as

• ​all products offered by a firm
• ​product, distribution, promotion, and price.
• ​many products sold by one firm.
• ​all products of a particular type.
• ​a group of closely related products that are considered a unit because of market, technical, or end-use considerations.

10. ​Procter & Gamble makes at least eight different laundry detergents. This is most relevant to the issue of

• ​width of product mix.
• ​product mix consistency
• ​depth of product mix.
• ​a market mix.
• ​a promotion mix.