1.

Verizon is investing capital to search for all possible augmentations and transformations
their product might undergo in the future. This is an example of developing a(n) _____
product.

Your Answer: strategic

Correct Answer: potential

potential

2. A refrigerator is an example of a(n) _____.

Your Answer: staple good

Correct Answer: durable good

durable good

3. A Mercedes is an example of a(n) _____ good because interested buyers will travel far to
buy one.

Your Answer: nondurable

Correct Answer: specialty

specialty

4. Buyers expect products to have a high _____, which is the degree to which all the
produced units are identical and meet the promised specifications.

Your Answer: performance quality

Correct Answer: conformance quality

conformance quality

5. Proctor and Gamble produces many different product lines. This is an example of the
_____ of the company's product mix.

Your Answer: consistency

Correct Answer: depth

depth

6. The number of different product lines that a company carries in its mix is referred to as
the _____ of the product mix.

Your Answer: depth

 Correct Answer: width

width

7. A company can classify its products into four types. Which type of product produces a
high sales volume and is heavily promoted but has low margins because it is viewed as
an undifferentiated commodity?

Your Answer: shopping goods

Correct Answer: core product

core product

8. A company may wish to enter the high end of the market for more growth, higher
margins, or simply to position themselves as full-line manufacturers. This is called a(n)
_____.

Your Answer: sideways stretch

Correct Answer: up-market stretch

up-market stretch

9. Automobile buyers can order electric window controls, CD players and other features in
addition to the basic car. These additional features add to the pricing and are called
_____.

Your Answer: pure bundled pricing

Correct Answer: optional-feature pricing

optional-feature pricing

10. A _____ is a formal statement of expected product performance by the manufacturer.

Your Answer: label

Correct Answer: warranty

warranty

11. The users total consumption system is the way a user performs the tasks of getting and
using products and related services.

Your Answer: True

Correct
12. Augmented benefits soon become expected benefits and necessary points-of-parity.

Your Answer: False

Correct Answer: True

Incorrect

13. Heterogeneous shopping goods are similar in quality but different enough in price to
justify shopping comparisons.

Your Answer: True

Correct Answer: False

Incorrect, these are homogeneous shopping goods

14. Raw materials fall into two major groups: farm products and natural products.

Your Answer: False

Correct Answer: True

Incorrect

15. As competition intensifies, design offers a potent way to differentiate and position a
company's products and services.

Your Answer: True

Correct

16. Staples are items with lower sales volume, no promotion, and somewhat higher margins
than other goods.

Your Answer: False

Correct Answer: True

Incorrect

17. In offering a product line, companies normally develop a basic platform and modules that
can be added to meet different customer requirements.

Your Answer: True

Correct
18. A company lengthens its product line in two ways: by line stretching and line filling.

Your Answer: False

Correct Answer: True

Incorrect

19. Line stretching is when a product line is lengthened by adding more items within the
present range.

Your Answer: False

Correct

20. Pure bundling occurs when the firm offers its products only as a bundle.

Your Answer: True

Correct

21. What are the six main service differentiators that add valued services to ensure
competitive success? Explain each.
Your Answer:
ggggggggggggggg

1. Ordering ease - how easy it is for the customer to place an order.

2. Delivery- how well the product or service is delivered to the customer.
3. Installation - what work has to be done to make a product operational in its
planned location.
4. Customer training - refers to training the customer's employees to use the
vendor's equipment properly and efficiently.
5. Customer consulting - refers to data, information systems, and advice services
that the seller offers to buyers.

6. Maintenance and repair - describes the service program for helping customers
keep purchased products in good working order.

22. Describe the naming choices that a firm faces when deciding to move a brand down
market.
Your Answer:
ddddddddddd

The company can use the parent brand name on all its offerings. It can also introduce
lower-priced offerings using a sub-brand name. Finally, it can introduce lower-priced
offerings through individual brand names.

The form below can be used to email these results to up to four different email addresses.
1. At the second level of the customer value hierarchy, the marketer has to turn the _____
into a(n) _____.

Your Answer: expected product; augmented product

Correct Answer: core benefit; basic product

core benefit; basic product

2. At the third level of the customer value hierarchy, the marketer prepares a(n) _____, a
set of attributes and conditions buyers normally expect when they purchase this product.

Your Answer: potential product

Correct Answer: expected product

expected product

3. A(n) _____ product exceeds customer expectations.

Your Answer: superior

Correct Answer: augmented

augmented

4. _____ goods are purchased without any planning or search effort.

Your Answer: Staples

Correct Answer: Impulse

Impulse

5. _____ is the totality of features that affect how a product looks and functions in terms of
customer requirements.

Your Answer: Durability

Correct Answer: Design

Design

6. _____ refers to how well the product or service is brought to the customer.

Your Answer: Performance quality

Correct Answer: Delivery

Delivery
7. Some products that require the use of other products are called _____ products.

Your Answer: required

Correct Answer: captive

captive

8. When a service firm requires both a fixed fee plus a variable usage fee, this is called
_____.

Your Answer: variable pricing

Correct Answer: two-part pricing

two-part pricing

9. _____ is defined as all activities of designing and producing the container for a product.

Your Answer: Packaging

Correct

10. The _____ identifies the product or brand.

Your Answer: warranty

Correct Answer: label

label

11. A product is anything that can be offered to a market to satisfy a want or need.

Your Answer: False

Correct Answer: True

Incorrect

12. The fundamental level of the customer value hierarchy is the basic product.

Your Answer: True

Correct Answer: False

Incorrect, it is the core benefit.

13. Unknown goods are those the consumer does not know about or does not normally think
 of buying.

Your Answer: False

Correct

14. Capital items include two groups: installations and equipment.

Your Answer: True

Correct

15. Performance quality is the level at which the product's primary characteristics operate.

Your Answer: False

Correct Answer: True

Incorrect

16. Reliability is a measure of the product's expected operating life under natural or stressful
conditions.

Your Answer: True

Correct Answer: False

Incorrect, this is durability.

17. Line stretching occurs when a company lengthens its product line beyond its current
range.

Your Answer: False

Correct Answer: True

Incorrect

18. Line filling refers to lengthening a product line by adding more items within the present
range.

Your Answer: True

Correct

19. In mixed bundling the seller offers goods both individually and in bundles.
 Your Answer: False
Correct Answer: True

Incorrect

20. Co-branding and brand bundling refer to the same thing.

Your Answer: True

Correct

21. Name and describe the three groups products can be classified into according to
durability and tangibility.
Your Answer:
ddddddddddddddddd

1. Nondurable goods - tangible goods normally consumed in one or a few uses.

2. Durable goods - tangible goods that normally survive many uses.

3. Services - intangible, inseparable, variable, and perishable products.

22. Identify and explain the six levels of the product hierarchy.
Your Answer:
sw

1. Need family - the core need that underlies the existence of a product family.
2. Product family - all the product classes that can satisfy a core need with
reasonable effectiveness.
3. Product class - a group of products within the product family recognized as
having a certain functional coherence.
4. Product line - a group of products within a product class that are closely related
because they perform a similar function, are sold to the same customer groups,
are marketed through the same outlets or channels, or fall within given price
ranges.
5. Product type - a group of items within a product line that share one of several
possible forms of the product.

6. Item - a distinct unit within a brand or product line distinguishable by size,

price, appearance, or some other attribute.