Chapter 8: Products, Services, and Brands: Building Customer Val

Product planners need to consider products and services on three levels. At the second level, product planners must ________.

• offer additional product support and after-sale services
• turn the core benefit into an actual product
• identify the core customer value that consumers seek from the product
• find out how they can create the most satisfying brand experience

If a consumer purchases a new flat-screen "smart" television which can connect to services like Netflix and Pandora, what is the core customer value involved?

• connection to entertainment and information
• slick and attractive packaging
• state-of the art technology
• brand name

If a consumer purchases a new flat-screen "smart" television, what is the augmented product involved?

• connection to the world of entertainment
• slick and attractive packaging
• brand name
• tech support and warranty

Consumer products refer to ________

• products purchased by consumers for further processing or for use in conducting a business
• products and services bought by final consumers for personal consumption
• primarily intangible offerings from marketers
• raw materials as well as manufactured materials and parts

Which of the following is an example of a convenience product?

• fast food
• furniture
• diamond ring
• life insurance

Erica wants to replace her old washing machine with a new one. In order to get the maximum value for her money, she plans to spend substantial time and effort in gathering information and making product comparisons before making the actual purchase. In this instance, Erica is planning to buy a(n) ________ product.

• convenience
• unsought
• specialty
• shopping

A hickory rocking chair, handmade by an Amish woodcarver in Lancaster, Pennsylvania, from locally grown wood, is an example of a ________.

• capital item
• service
• specialty product
• product attribute

________ products are those products purchased for further processing or for use in conducting a business

• Unsought
• Shopping
• Industrial
• Specialty

Product attributes include all of the following EXCEPT ________

• style
• price
• design
• features

A ________ is a name, term, sign, symbol, design, or a combination of these, that identifies the maker or seller of a product or service.

• feature
• package
• brand
• value chain