Chapter 8 Quiz (Elena) – Flashcards
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Which of the following product offerings is​ intangible?
A.
an ink cartridge for a printer
B.
a taxi ride
C.
a wool jacket
D.
a package of laundry detergent
E.
a gold ring
answer
a taxi ride
question
Which of the following is an example of a convenience​ product?
A.
furniture
B.
refrigerator
C.
life insurance
D.
fast food
E.
diamond ring
answer
fast food
question
Lubricants, coal,​ paper, and pencils are examples of​ ________.
A.
capital items
B.
specialty products
C.
operating supplies
D.
raw materials
E.
installations
answer
operating supplies
question
_______ contributes to a​ product's usefulness as well as to its looks.
A.
Quality
B.
Packaging
C.
Good design
D.
Consistency
E.
Sensational style
answer
Good design
question
​________ occurs when a company lengthens its product line beyond its current range.
A.
Niche marketing
B.
Product line filling
C.
​Co-branding
D.
Market diversification
E.
Product line stretching
answer
Product line stretching
question
The​ ________ of the product mix refers to how closely related the various product lines are in end​ use, production​ requirements, distribution​ channels, or some other way.
A.
height
B.
depth
C.
length
D.
consistency
E.
width
answer
consistency
question
Which of the following is the lowest level on which marketers can position their brands in target​ customers' minds?
A.
brand equity
B.
​after-sale services
C.
product benefits
D.
beliefs and values
E.
product attributes
answer
product attributes
