Intro to Management Lesson Quiz 4-4

Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is the ________, which addresses the question, "What is the buyer really buying?"

• actual product

• augmented product

• core customer value

• co-branding

________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.

• Line extensions

• Services

• Brands

• Consumer products

Developing a product involves defining the benefits that it will offer. These benefits are communicated and delivered by ________ such as quality, features, and style and design.

• package labeling

• product attributes

• actual product

• product mixes

Service providers must consider four special characteristics when designing marketing programs. Which is NOT one of these characteristics?

• intangibility

• inseparability

• perishability

• heterogeneity

Which of the following product offerings is intangible?

• fish for an aquarium

• refillable ink cartridges for a computer printer

• a limousine ride

• a meal at a fast-food restaurant

Sri Nada Barber's customers have noticed that the quality of a haircut depends on who provides. What have the customers noticed?

• service intangibility

• service inseparability

• service variability

• service perishability

The purpose of idea generation is to create a ________ number of ideas. The purpose of screening stage is to ________ that number.

• small number; reduce

• small number; increase

• large number; increase

• large number; reduce