KEDGE - Marketing Mix Quiz

* This is the experience that will be offered to the consumer in- store or during the consumption or use of the product.

• DIFFERENTIATION BY RESPECT FOR ENVIRONMENTAL POLICY

• DIFFERENTIATION BY DESIGN

• DIFFERENTIATION BY EXPERIENCE

Within the product classification criteria (lifespan and tangibility) this is:

• Perishable goods

• Services

• Business to Business to Consumer

• Durable goods

Answer explanation

DURABLE GOODS are TANGIBLE goods that endure MULTIPLE USES.

They require a sales effort and a certain level of service, reflected in a higher unit margin.

The consumer is often involved in this type of products.

This is the lifespan of a product under normal conditions of use. The lifespan of products varies depending on the nature of the products, their quality, their design and even how they are used.

• DIFFERENTIATION BY FEATURES

• DIFFERENTIATION BY THE PRODUCT’S FORMAT

• DIFFERENTIATION BY PERFORMANCE

• DIFFERENTIATION BY DURABILITY  

Within the product classification criteria (lifespan and tangibility) this is:

• Durable goods

• Perishable goods

• Service

• Business to Business

Answer explanation

PERISHABLE GOODS are TANGIBLE GOODS CONSUMED IN ONE TIME OR A SMALL NUMBER OF TIMES.

They are distributed in multiple points of sale and are the subject of numerous communication actions to stimulate purchase and preference.

The consumer is often not very involved in this type of products.

This concerns all the operations required that allow the product to be used.

• DIFFERENTIATION BY EASE OF ORDERING

• DIFFERENTIATION BY DELIVERY

• DIFFERENTIATION BY INSTALLATION

• DIFFERENTIATION BY CUSTOMER TRAINING

This differentiation strategy is based on the shape, size or appearance of the product. Format can help distinguish the product from its competitors and create a competitive advantage.

• DIFFERENTIATION BY FEATURES

• DIFFERENTIATION BY THE PRODUCT’S FORMAT

• DIFFERENTIATION BY PERFORMANCE

• DIFFERENTIATION BY DURABILITY  

Within the product classification criteria (lifespan and tangibility) this is:

• Perishable goods

• Durable goods

• Services

• Business to Consumer

Answer explanation

SERVICES are INTANGIBLE, INDIVISIBLE, VARIABLE/HETEROGENEOUS and PERISHABLE.

They require quality control, a certain credibility of the service provider and adaptation to the needs of each customer (and sometimes their participation!).

* Within the product classification criteria (Target) this is:

• B2C Fast-Moving consumer products

• B2B Capital Goods

• B2C Specialty products

• B2B Suplies and services

*Characteristics of a service:

• Intangibility, indivisibility, variability, perishability

• Core benefits, basic one, expected, augmented, potential

• Perishable goods,

  Durable goods,

  Services

• B2C (Business to Consumer),

  B2B (Business to Business),

  B2B2C (Business to Business to Consumer)

This involves making it easy for the consumer to place an order

• DIFFERENTIATION BY EASE OF ORDERING

• DIFFERENTIATION BY DELIVERY

• DIFFERENTIATION BY INSTALLATION

• DIFFERENTIATION BY CUSTOMER TRAINING