kotler / armstrong 11e, chapter 8 a _____ is anything that can be offered to a market that might...

Kotler / Armstrong 11e, Chapter 8

A _____ is anything that can be offered to a market that might satisfy a need or a want.

1. position

2. product

3. promotion

4. none of the above

A _____ is anything that can be offered to a market that might satisfy a need or a want.

1. position

2. product

3. promotion

Only tangible goods are considered products.

1. True

2. False

Only tangible goods are considered products.

1. True

2. False (Products are more than tangible goods. They can be services, events, persons, places, ideas, or a mix of these.)

A visit to a doctor’s office is an example of a _____.

1. pure tangible good

2. pure intangible good

3. mixture of the two

A visit to a doctor’s office is an example of a _____.

1. pure tangible good

2. pure intangible good

3. mixture of the two

The most basic level of a product is called its _____.

1. center

2. value

3. core benefit

4. customer

The most basic level of a product is called its _____.

1. center

2. value

3. core benefit

4. customer

Consumer products include convenience products, shopping products, specialty products, and _____ products.

1. unique

2. luxury

3. unsought

4. all of the above

Consumer products include convenience products, shopping products, specialty products, and _____ products.

1. unique

2. luxury

3. unsought

4. all of the above

_____ products are purchased frequently, with little comparison or shopping effort.

1. Convenience

2. Shopping

3. Specialty

4. Unsought

_____ products are purchased frequently, with little comparison or shopping effort.

1. Convenience

2. Shopping

3. Specialty

4. Unsought

_____ products are typically associated with a higher price tag and available in selective locations.

1. Convenience

2. Shopping

3. Specialty

4. Unsought

_____ products are typically associated with a higher price tag and available in selective locations.

1. Convenience

2. Shopping

3. Specialty

4. Unsought

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

1. Industrial

2. Mechanical

3. Unsought

4. Physical

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

1. Industrial

2. Mechanical

3. Unsought

4. Physical

The distinction between a consumer product and an industrial product is the purpose for which it is bought.

1. True

2. False

The distinction between a consumer product and an industrial product is the purpose for which it is bought.

1. True

2. False

The design, implementation, and control of programs seeking to increase the acceptability of a social idea, cause, or practice among a target group is called _____ marketing.

1. cause

2. social

3. image

4. non-profit

The design, implementation, and control of programs seeking to increase the acceptability of a social idea, cause, or practice among a target group is called _____ marketing.

1. cause

2. social

3. image

4. non-profit

The two dimensions of product quality are _____ and _____.

1. value; features

2. style; design

3. level; consistency

4. style; value

The two dimensions of product quality are _____ and _____.

1. value; features

2. style; design

3. level; consistency

4. style; value

A(n) _____ is a name, term, sign, symbol or combination of these intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.1. product2. position3. image4. brand

Branding is not as popular today as it was twenty years ago.

1. True

2. False

Branding is not as popular today as it was twenty years ago.

1. True

2. False (Branding is so strong today that nearly everything is branded.)

The designing and producing of the container or wrapper for a product is called _____.

1. packaging

2. labeling

3. manufacturing

4. industrial design

The designing and producing of the container or wrapper for a product is called _____.

1. packaging

2. labeling

3. manufacturing

4. industrial design

A company can lengthen its product line by _____ it or by _____ it.

1. modifying; stretching

2. stretching; switching

3. filling; stretching

4. brushing; combing

A company can lengthen its product line by _____ it or by _____ it.

1. modifying; stretching

2. stretching; switching

3. filling; stretching

4. brushing; combing

Which of the following is not a dimension in a company’s product mix?

1. width

2. depth

3. consistency

4. length

Which of the following is not a dimension in a company’s product mix?

1. width

2. depth

3. consistency

4. length

A good brand name should do which of the following?

1. Suggest something about the brand’s benefits.

2. Be easy to translate into other languages.

3. Be capable of registration and legal protection.

4. all of the above

A good brand name should do which of the following?

1. Suggest something about the brand’s benefits.

2. Be easy to translate into other languages.

3. Be capable of registration and legal protection.

4. all of the above

A _____ brand is created by a reseller of a product or service.

1. private

2. public

3. manufacturer’s

4. licensed

A _____ brand is created by a reseller of a product or service.

1. private

2. public

3. manufacturer’s

4. licensed

Purina Tuna would be a poor attempt at a _____.

1. line extension

2. brand extension

3. multibrand

4. new brand

Purina Tuna would be a poor attempt at a _____.

1. line extension

2. brand extension

3. multibrand

4. new brand

Which of the following is not a special characteristic of service?

1. tangibility

2. inseparability

3. variability

4. perishability

Which of the following is not a special characteristic of service?

1. tangibility

2. inseparability

3. variability

4. perishability

_____ marketing happens when a firm trains and effectively motivates its customer contact staff and its support staff to work as a team in order to provide customer satisfaction.

1. Internal

2. Interactive

3. Impression

4. Service

_____ marketing happens when a firm trains and effectively motivates its customer contact staff and its support staff to work as a team in order to provide customer satisfaction.

1. Internal

2. Interactive

3. Impression

4. Service

kotler / armstrong 11e, chapter 8 a _____ is anything that can be offered to a market that might...

Documents

shopping products

convenience products

specialty products

aboveconsumer products

truefalse products

industrial product

dimensions of product

truefalseonly tangible