Chapter 11 MKTG 204 Quiz

When manufacturers try to understand what customers are looking for, they are thinking about the ________ component of the product offer.

• core customer value

• 
  associated services

• augmented products

• 
  product support

What is considered part of the augmented product?

• 
  product features

• brand name

• packaging design
  

• product warranty

When a salesperson calls you to sell long-term disability insurance, this is most likely what type of product?

• shopping product

• convenience product

• secondary product

• unsought product

When Anna planned her trip to Thailand, she spent months evaluating packages, airfares, and hotel accommodations. Anna’s trip is an example of a(n) ________ product.

• specialty

• 
  shopping

• convenience

• unsought

A clothing designer creates wedding dresses, and their customers devote a lot of time and effort to selecting just the right one. This is an example of what type of product?

• shopping product

• unsought product

• 
  specialty product

• convenience product

The complete set of all products offered by a firm is called its

• product line.

• product mix.

• product breadth.

• product line depth.

For a major university, undergraduate studies, graduate studies, and professional programs would be ________ within the university’s product mix.

• product lines

• brand associations

• family brands

• private-label brands

A shoe company increases how many styles of sandals it offers. The company has

• decreased its depth.

• decreased its breadth.

• increased its breadth.

• increased its depth.

It is almost impossible to watch a sporting event on television without seeing Nike’s “swoosh” check mark, which is Nike’s

• name.

• design.

• theme.

• symbol

Evie was passionate about Beall’s. It was the only place she’d buy her clothes. If anyone asked her about clothes, she would talk for what seemed like hours about why she shopped only there. From a strictly marketing perspective, this word-of-mouth is an element of

• motivation.

• brand loyalty.

• brand extension.

• social marketing