Chapter 6

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.

• Service

• Product

________ 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.

• Product

• Service

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

• co-branding

• exchange

The demand for _____________ products in relatively infrequent.

Shopping

• Shopping

• Speciality

• Convenience

A is a name, term, sign, symbol, design, or a combination

of these, that identifies the maker or seller of a product or service.

• Package

• Feature

• Value Chain

• Brand

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.

• product line

• private brand

• line extension

A consists of all the product lines and items that a

particular seller offers for sale.

• product mix

• value chain

• supply chain

• store brand

Tristan and Juliet intend to go to Egypt; they use an online travel site

for the first time. So they were largely dependent on other customers'

feedback and signals for service quality. Which of the following

characteristics of service is highlighted in this instance?

• perishability

• intangibility

• variability

• inseparability

According to the service profit chain, superior internal service quality

results in .

• reduced after-sale services

• negative brand equity of newly launched products

• increased word-of-mouth sales

• more satisfied, loyal, and hardworking employees

Which one is the buyer readiness stage ?

• Brand

• Product

• Awareness

• Service