MKT101 Ch8

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.

• private brand

• service variability

• service

• product

• service encounter

Product planners need to think about 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?”

• actual product

• augmented product

• core benefit

• co-branding

• exchange

Product planners must design the actual product and find ways to augment it in order to create the bundle of ________ that will provide the most satisfying customer experience.

• core satisfaction

• packaged values

• brand values

• benefits

• characteristics

Products and services fall into two broad classes based on the types of consumers that use them. Which is one of these broad classes?

• industrial products

• brand equity

• co-branding

• brand extension

• cohesive

Products and services bought by final consumers for personal consumption include all of the following EXCEPT ________.

• convenience products

• byproducts

• shopping products

• specialty products

• unsought products

________ are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.

• Shopping products

• Brands

• Services

• Industrial products

• Line extensions

________ require a lot of advertising, personal selling, and other marketing efforts because consumers do not usually know or care about them.

• Specialty products

• Line extensions

• Unsought products

• Shopping products

• Staples

________ 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.

• Corporate image advertising

• Organization marketing

• Person marketing

• Social marketing

• Intermarket marketing

A product’s benefits are communicated and delivered by ________ such as quality, features, and style and design.

• private brands

• product attributes

• consumer products

• product mixes

• none of the above

________ is one of the marketer’s major positioning tools with a direct impact on product or service performance. It is closely tied to customer value and satisfaction.

• Packaging

• Product quality

• Social marketing

• Specialty marketing

• Position marketing