Marketing
Chapter 12: Setting Product Strategy
GENERAL CONCEPT QUESTIONS
Multiple Choice
1. Marketing planning begins with the formulation of an offering to ________ target customers’ needs or wants. a. undermine b. meet c. capture d. compete with e. comprehend
Answer: b Page: 318 Difficulty: Easy AACSB: Reflective Thinking
2. The customer will judge the offering by three basis elements: ________, services mix and quality, and price. a. performance b. salespeople c. price d. product features and quality e. none of the above
Answer: d Page: 318 Difficulty: Easy AACSB: Analytic Skills
3. The five product levels constitute a ________. At each level more customer value is added. a. customer-augmented product b. customer consumption system c. customer value-hierarchy d. customer-perceived value e. customer hierarchy
Answer: c Page: 318 Difficulty: Medium
4. When companies search for new ways to satisfy customers and distinguish their offering from others, they look at the ________ product, which encompasses all the possible augmentations and transformations of the product. a. consumption system b. expected c. potential d. augmented e. basic
Answer: c Page: 318 Difficulty: Hard AACSB: Analytic Skills
5. The way the user performs the tasks of getting and using products and related services is the user’s total ________. a. consumption system b. consumable system c. consistent use system d. augmented system e. none of the above
Answer: a Page: 319 Difficulty: Medium
6. Marketers have traditionally classified products on the basis of three characteristics: ________, tangibility, and use. a. customer value hierarchy b. expected c. augmented d. durability e. none of the above
Answer: d Page: 319 Difficulty: Hard AACSB: Analytic Skills
7. ________ are tangible goods that normally survive many uses. a. Nondurable goods b.
GENERAL CONCEPT QUESTIONS
Multiple Choice
1. Marketing planning begins with the formulation of an offering to ________ target customers’ needs or wants. a. undermine b. meet c. capture d. compete with e. comprehend
Answer: b Page: 318 Difficulty: Easy AACSB: Reflective Thinking
2. The customer will judge the offering by three basis elements: ________, services mix and quality, and price. a. performance b. salespeople c. price d. product features and quality e. none of the above
Answer: d Page: 318 Difficulty: Easy AACSB: Analytic Skills
3. The five product levels constitute a ________. At each level more customer value is added. a. customer-augmented product b. customer consumption system c. customer value-hierarchy d. customer-perceived value e. customer hierarchy
Answer: c Page: 318 Difficulty: Medium
4. When companies search for new ways to satisfy customers and distinguish their offering from others, they look at the ________ product, which encompasses all the possible augmentations and transformations of the product. a. consumption system b. expected c. potential d. augmented e. basic
Answer: c Page: 318 Difficulty: Hard AACSB: Analytic Skills
5. The way the user performs the tasks of getting and using products and related services is the user’s total ________. a. consumption system b. consumable system c. consistent use system d. augmented system e. none of the above
Answer: a Page: 319 Difficulty: Medium
6. Marketers have traditionally classified products on the basis of three characteristics: ________, tangibility, and use. a. customer value hierarchy b. expected c. augmented d. durability e. none of the above
Answer: d Page: 319 Difficulty: Hard AACSB: Analytic Skills
7. ________ are tangible goods that normally survive many uses. a. Nondurable goods b.