Test Bank for Marketing 4th Edition By Shane Hunt, John Mello, George Deitz (All Chapters 100 Original Verified, A+ Grade) 2

Chapterf8fffProduct,fServices,fandfBrandingfStrategies:fBuildingfCustomerfValue

1)fWefdefinefaf________fasfanythingfthatfcanfbefofferedftofafmarketfforfattention,facquisition,fuse,forf
consumptionfandfthatfmightfsatisfyfafwantforfneed.
A)fprivatefbrand
B)fservicefvariability
C)fservice
D)fproduct
E)fservicefencounter
Answer:ffD
Diff:f1 PagefRef:f224
AACSB:ffCommunication
Skill:ffConcept
Objective:ff8-1

2)f________farefafformfoffproductfthatfconsistsfoffactivities,fbenefits,forfsatisfactionsfofferedfforfsalef
thatfarefessentiallyfintangiblefandfdofnotfresultfinfthefownershipfoffanything.
A)fLinefextensions
B)fServices
C)fBrands
D)fConsumerfproducts
E)fSupplements
Answer:ffB
Diff:f1 PagefRef:f224
AACSB:ffCommunication
Skill:ffConcept
Objective:ff8-1

3)fAfproductfisfafkeyfelementfinfthef________.fAtfonefextreme,fitfmayfconsistfoffpureftangiblefgoodsf
orfatfthefotherfextreme,fpurefservices.
A)fmarketfoffering
B)fbrandfequity
C)fbrandfextension
D)fco-branding
E)fvaluefchain
Answer:ffA
Diff:f1 PagefRef:f224
AACSB:ffCommunication
Skill:ffConcept
Objective:ff8-1

,4)fTofdifferentiatefthemselves,fmanyfcompaniesfarefgoingfbeyondfproductsfandfservices,ftheyfarefde
velopingfandfdeliveringfcustomerf________.f
A)fquality
B)fexperiences
C)fbrands
D)fproductflines
E)fevents
Answer:ffB
Diff:f2 PagefRef:f224
AACSB:ffCommunication
Skill:ffConcept
Objective:ff8-1

5)fProductfplannersfneedftofconsiderfproductsfandfservicesfonfthreeflevels.fEachflevelfaddsfmorefcust
omerfvalue.fThefmostfbasicflevelfisfthef________,fwhichfaddressesfthefquestion,f"Whatfisfthefbuyerfr
eallyfbuying?"
A)factualfproduct
B)faugmentedfproduct
C)fcorefcustomerfvalue
D)fco-branding
E)fexchange
Answer:ffC
Diff:f2 PagefRef:f225
AACSB:ffCommunication
Skill:ffConcept
Objective:ff8-1

6)fThefthirdflevelfoffafproductfthatfproductfplannersfmustfconsiderfisfa(n)f________faroundfthefcorefb
enefitfandfactualfproductfthatfoffersfadditionalfconsumerfservicesfandfbenefits.
A)fbrandfequity
B)faugmentedfproduct
C)fbrandfextension
D)findustrialfproduct
E)fimage
Answer:ffB
Diff:f2 PagefRef:f225
AACSB:ffCommunication
Skill:ffConcept
Objective:ff8-1

,7)fProductfplannersfmustfdesignfthefactualfproductfandffindfwaysftof________fitfinforderftofcreatefthef
bundlefoffbenefitsfthatfwillfprovidefthefmostfsatisfyingfcustomerfexperience.
A)fpromote
B)fpackage
C)fbrand
D)faugment
E)fpresent
Answer:ffD
Diff:f3 PagefRef:f225
AACSB:ffCommunication
Skill:ffConcept
Objective:ff8-1

8)fProductsfandfservicesffallfintoftwofbroadfclassificationsfbasedfonftheftypesfoffconsumersfthatfuseft
hem.fWhichfisfonefoffthesefbroadfclasses?
A)findustrialfproducts
B)fspecialtyfproducts
C)fsuppliesfandfservices
D)fmaterialsfandfparts
E)fconveniencefproducts
Answer:ffA
Diff:f2 PagefRef:f226
Skill:ffConcept
Objective:ff8-1

9)f________farefproductsfandfservicesfboughtfbyffinalfconsumersfforfpersonalfconsumption.fThesefi
ncludefconveniencefproducts,fshoppingfproducts,fspecialtyfproducts,fandfunsoughtfproducts.
A)fServices
B)fConsumerfproducts
C)fLinefextensions
D)fIndustrialfproducts
E)fStraightfextensions
Answer:ffB
Diff:f1 PagefRef:f226
Skill:ffConcept
Objective:ff8-1

, 10)f________fareflessffrequentlyfpurchasedfconsumerfproductsfandfservicesfthatfcustomersfcompare
fcarefullyfonfsuitability, fquality, fprice,fandfstyle.fConsumersfspendfmuchftimefandfeffortfinfgatheringf

informationfandfmakingfcomparisonsfaboutfthesefproducts.
A)fShoppingfproducts
B)fConveniencefproducts
C)fUnsoughtfproducts
D)fIndustrialfproducts
E)fLinefextensions
Answer:ffA
Diff:f2 PagefRef:f226
Skill:ffConcept
Objective:ff8-1

11)f________farefconsumerfproductsfandfservicesfwithfuniquefcharacteristicsforfbrandfidentification
fforfwhichfafsignificant fgroupfoffbuyersfisfwillingftofmakefafspecialfpurchasefeffort.

A)fShoppingfproducts
B)fUnsoughtfproducts
C)fSpecialtyfproducts
D)fIndustrialfproducts
E)fLinefextensions
Answer:ffC
Diff:f1 PagefRef:f226
Skill:ffConcept
Objective:ff8-1

12)f________farefconsumerfproductsfthatfthefconsumerfeitherfdoesfnotfknowfaboutforfknowsfaboutfb
utfdoesfnotfnormallyfthinkfaboutfbuying.fThesefproductsfrequirefaflotfoffadvertising,fpersonalfselling,
fandfotherfmarketingfefforts.

A)fSpecialtyfproducts
B)fLinefextensions
C)fUnsoughtfproducts
D)fShoppingfproducts
E)fStaples
Answer:ffC
Diff:f1 PagefRef:f226
Skill:ffConcept
Objective:ff8-1