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Marketing: Real People, Real Choices

1) A(n)________ is defined as a good, service, idea, or some combination of these that satisfies consumer or business customer needs through the exchange process. a. private brand b. service variability c. core product d. product e. innovation Answer: d Diff: 1 Type: MC Page Reference: 222 Topic: Build a better mousetrap-and add value Skill: Concept Objective: 7-1 Articulate the Value Proposition 2) Which of the following is an example of a good? a. a massage b. a handbag c. a medical examination by a doctor d. an idea for a new television show e. dry cleaning Answer: b Diff: 2 Type: MC Page Reference: 222 Topic: Build a better mousetrap-and add value Skill: Application Objective: 7-1 Articulate the Value Proposition 3) Which of the following adjectives best describes a product that would be classified as a good? a. nonperishable b. convenient c. disposable d. tangible e. heterogeneous Answer: d Diff: 1 Type: MC Page Reference: 222 Topic: Build a better mousetrap-and add value Skill: Concept Objective: 7-1 Articulate the Value Proposition 1 Copyright © 2013 Pearson Canada Inc.

Marketing: Real People, Real Choices

4) ________ are a form of product that are essentially intangible. a. Innovations b. Services c. Brands d. Consumer products e. Supplements Answer: b Diff: 1 Type: MC Page Reference: 222 Topic: Build a better mousetrap-and add value Skill: Concept Objective: 7-1 Articulate the Value Proposition 5) A product has three distinct layers. The most basic level is the ________, which consists of all the benefits the product will provide for consumers or business customers. a. actual product b. augmented product c. core product d. innovation e. brand Answer: c Diff: 1 Type: MC Page Reference: 223 Topic: Layers of the product Skill: Concept Objective: 7-2 Layers of the product 6) A product has three distinct layers. The second layer is the ________, which is the physical good or delivered service. a. actual product b. augmented product c. core product d. innovation e. brand Answer: a Diff: 1 Type: MC Page Reference: 223 Topic: Layers of the product Skill: Concept 2 Copyright © 2013 Pearson Canada Inc.

Marketing: Real People, Real Choices

Objective: 7-2 Layers of the product 7) The ________ is the actual product such as a refrigerator plus delivery, installation, financing, and warranty. a. actual product b. value network c. augmented product d. potential product e. core product Answer: c Diff: 2 Type: MC Page Reference: 223 Topic: Layers of the product Skill: Concept Objective: 7-2 Layers of the product 8) Generally, products are either ________ or ________. a. consumer products; business-to-business products b. consumer products; nondurable products c. industrial products; business-to-business products d. industrial products; services e. shopping products; convenience products Answer: a Diff: 2 Type: MC Page Reference: 225 Topic: How Marketers Classify products Skill: Concept Objective: 7-3 How Marketers Classify products 9) Which of the following is the best example of a durable good? a. a bag of cat food b. a refrigerator c. a bottle of nail polish d. a package of lightbulbs e. detergent Answer: b Diff: 2 Type: MC Page Reference: 225 Topic: How long do products last? Skill: Concept 3 Copyright © 2013 Pearson Canada Inc.

Marketing: Real People, Real Choices

Objective: 7-3 How Marketers Classify products 10) Which of the following is the best example of a nondurable good? a. a dishwasher b. a book shelf c. a freezer d. a newspaper e. a file cabinet Answer: d Diff: 2 Type: MC Page Reference: 225 Topic: How long do products last? Skill: Concept Objective: 7-3 How Marketers Classify products 11) Which of the following statements about durable goods is true? a. Durable goods are more likely than perishable goods to involve low-involvement decisions. b. The information search is quicker for durable goods than it is for nondurable goods. c. Consumers purchasing durable goods are likely to use habitual decision making. d. Product evaluation is more likely to take place for nondurable goods than for durable goods. e. Durable goods provide a benefit over a long period of time. Answer: e Diff: 2 Type: MC Page Reference: 225 Topic: How long do products last? Skill: Concept Objective: 7-3 How Marketers Classify products 12) We consume ________ in the short term rather than the long term. a. unsought products b. specialty products c. raw materials d. durable goods e. nondurable goods Answer: e Diff: 2 Type: MC Page Reference: 225 Topic: How long do products last? 4 Copyright © 2013 Pearson Canada Inc.

Marketing: Real People, Real Choices

Skill: Concept Objective: 7-3 How Marketers Classify products 13) We are more likely to purchase ________ under conditions of high involvement and ________ under conditions of low involvement. a. durable goods; nondurable goods b. nondurable goods; durable goods c. staples; impulse products d. impulse products; staples e. emergency products; unsought products Answer: a Diff: 2 Type: MC Page Reference: 225 Topic: How long do products last? Skill: Concept Objective: 7-3 How Marketers Classify products 14) ________ include convenience products, shopping products, specialty products, and unsought products. a. Specialty services b. Consumer products c. Line extensions d. Industrial products e. Component products Answer: b Diff: 2 Type: MC Page Reference: 226 Topic: How do consumers buy products? Skill: Concept Objective: 7-3 How Marketers Classify products 15) A(n)________ is typically a nondurable good or service that consumers purchase frequently with a minimum of comparison and effort. a. specialty product b. MRO product c. shopping product d. convenience product e. unsought product Answer: d Diff: 1 Type: MC 5 Copyright © 2013 Pearson Canada Inc.

Marketing: Real People, Real Choices

Page Reference: 226 Topic: How do consumers buy products? Skill: Concept Objective: 7-3 How Marketers Classify products 16) Which of the following is the best example of a convenience product? a. a silk scarf b. a subscription to a magazine c. a gallon of milk d. a lawn mower e. a CD player Answer: c Diff: 2 Type: MC Page Reference: 226 Topic: How do consumers buy products? Skill: Concept Objective: 7-3 How Marketers Classify products 17) Marketers classify convenience products as ________. a. staples, impulse products, and emergency products b. specialty products, shopping products, and unsought products c. core products, actual products, and augmented products d. generic products and branded products e. attribute-based products and price-based products Answer: a Diff: 2 Type: MC Page Reference: 227 Topic: How do consumers buy products? Skill: Concept Objective: 7-3 How Marketers Classify products 18) Which type of product is a basic or necessary item that is available almost everywhere? a. emergency product b. staple c. impulse product d. shopping product e. unsought product Answer: b Diff: 2 Type: MC 6 Copyright © 2013 Pearson Canada Inc.

Marketing: Real People, Real Choices

Page Reference: 227 Topic: How do consumers buy products? Skill: Concept Objective: 7-3 How Marketers Classify products 19) When we need a(n)________, price and product quality may be irrelevant to our purchase decision. a. emergency product b. staple c. impulse product d. shopping product e. unsought product Answer: a Diff: 2 Type: MC Page Reference: 227 Topic: How do consumers buy products? Skill: Concept Objective: 7-3 How Marketers Classify products 20) A(n)________ is a good or service for which consumers will spend time and effort gathering information on price, product attributes, and product quality. a. impulse product b. homogeneous product c. shopping product d. convenience product e. emergency product Answer: c Diff: 1 Type: MC Page Reference: 227 Topic: How do consumers buy products? Skill: Concept Objective: 7-3 How Marketers Classify products 21) In business-to-business e-commerce, consumers can use ________ to shop more efficiently. These programs find sites selling a particular product and may also provide information on competitors' prices. a. MRO agents b. augmenting agents c. cookies d. screening agents e. intelligent agents

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Marketing: Real People, Real Choices

Answer: e Diff: 1 Type: MC Page Reference: 227 Topic: How do consumers buy products? Skill: Concept Objective: 7-3 How Marketers Classify products 22) ________ have unique characteristics that are important to buyers at almost any price. a. Specialty products b. Staples c. Impulse products d. MRO products e. Unsought products Answer: a Diff: 2 Type: MC Page Reference: 227 Topic: How do consumers buy products? Skill: Concept Objective: 7-3 How Marketers Classify products 23) Customers usually know a good deal about ________ and are loyal to specific brands. a. specialty products b. homogeneous products c. impulse products d. MRO products e. emergency products Answer: a Diff: 2 Type: MC Page Reference: 227 Topic: How do consumers buy products? Skill: Concept Objective: 7-3 How Marketers Classify products 24) ________ are consumer products for which a consumer either has little awareness or interest until a need arises. These products require a lot of advertising, personal selling, and other marketing efforts. a. Specialty products b. MRO products c. Unsought products 8 Copyright © 2013 Pearson Canada Inc.

Marketing: Real People, Real Choices

d. Shopping products e. Staples Answer: c Diff: 1 Type: MC Page Reference: 227 Topic: How do consumers buy products? Skill: Concept Objective: 7-3 How Marketers Classify products 25) ________ is the category of business-to-business products that refers to the products an organization uses in its daily operations. a. Raw materials b. Component parts c. Equipment d. Processed materials e. MRO products Answer: c Diff: 1 Type: MC Page Reference: 228 Topic: How do businesses buy products? Skill: Concept Objective: 7-3 How Marketers Classify products 26) Heavy equipment, which includes items such as buildings and robotics, is also referred to as ________. a. component parts b. capital equipment c. accessory equipment d. operating supplies e. specialized services Answer: b Diff: 2 Type: MC Page Reference: 228 Topic: How do businesses buy products? Skill: Concept Objective: 7-3 How Marketers Classify products 27) In terms of business-to-business products, computers and printers are examples of ________. a. component parts 9 Copyright © 2013 Pearson Canada Inc.

Marketing: Real People, Real Choices

b. capital equipment c. accessory equipment d. operating supplies e. specialized services Answer: c Diff: 2 Type: MC Page Reference: 228 Topic: How do businesses buy products? Skill: Concept Objective: 7-3 How Marketers Classify products 28) MRO products are goods that businesses use for ________. a. management, research, and order-processing b. marketing, relationship-building, and operation c. maintenance, research, and organization d. maintenance, repair, and operation e. marketing, research, and organization Answer: d Diff: 1 Type: MC Page Reference: 228 Topic: How do businesses buy products? Skill: Concept Objective: 7-3 How Marketers Classify products 29) For the business market, a multipurpose absorbent used to clean up any type of spills would be an example of a(n)________. a. repair product b. operating supply c. maintenance product d. restoration product e. consumer product Answer: c Diff: 2 Type: MC Page Reference: 228 Topic: How do businesses buy products? Skill: Application Objective: 7-3 How Marketers Classify products 30) For a veterinarian's office, the paper used to print payment receipts is an example of a(n)________. 10 Copyright © 2013 Pearson Canada Inc.

Marketing: Real People, Real Choices

a. repair product b. operating supply c. maintenance product d. component part e. raw material Answer: b Diff: 2 Type: MC Page Reference: 228 Topic: How do businesses buy products? Skill: Application Objective: 7-3 How Marketers Classify products 31) In the business market, products of the fishing and agricultural industries purchased to use in a finished product are examples of ________. a. component parts b. accessory equipment c. processed materials d. MRO products e. raw materials Answer: e Diff: 1 Type: MC Page Reference: 228 Topic: How do businesses buy products? Skill: Application Objective: 7-3 How Marketers Classify products 32) ________ are manufactured goods or subassemblies of finished items that organizations need to complete their own products. a. Component parts b. Accessory equipment materials c. Processed materials d. MRO products e. Raw materials Answer: a Diff: 1 Type: MC Page Reference: 228 Topic: How do businesses buy products? Skill: Application Objective: 7-3 How Marketers Classify products

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Marketing: Real People, Real Choices

33) ________ are acts, efforts, or performances exchanged from producer to user without ownership rights. a. Tangibles b. Services c. Ideas d. Brand extensions e. Licenses Answer: b Diff: 1 Type: MC Page Reference: 229 Topic: What is a service Skill: Concept Objective: 7-4 Marketing what isn’t there 34) Four characteristics are used to differentiate services from goods. Which of the following is NOT one of those characteristics? a. intangibility b. perishability c. variability d. personalization e. inseparability Answer: d Diff: 2 Type: MC Page Reference: 230 Topic: Characteristics of services Skill: Concept Objective: 7-4 Marketing what isn’t there 35) Service ________ means that customers cannot see, touch, or smell good service. a. perishability b. variability c. intangibility d. responsiveness e. inseparability Answer: c Diff: 1 Type: MC Page Reference: 230 Topic: Characteristics of services Skill: Concept Objective: 7-4 Marketing what isn’t there 12 Copyright © 2013 Pearson Canada Inc.

Marketing: Real People, Real Choices

36) A physician might deal with potential problems associated with the ________ characteristic of services by providing physical cues such as her medical diplomas hanging on the wall of the examining room. a. intangibility b. perishability c. variability d. inseparability e. personalization Answer: a Diff: 2 Type: MC Page Reference: 230 Topic: Characteristics of services Skill: Application Objective: 7-4 Marketing what isn’t there 37) Capacity management is one of the ways to meet potential problems related to the ________ characteristic of services. a. intangibility b. perishability c. variability d. inseparability e. responsiveness Answer: b Diff: 1 Type: MC Page Reference: 230 Topic: Characteristics of services Skill: Concept Objective: 7-4 Marketing what isn’t there 38) Service ________ refers to the inevitable differences in a service provider's performance from one service encounter to the next. a. inseparability b. variability c. personalization d. responsiveness e. intangibility Answer: b Diff: 1 Type: MC Page Reference: 230 13 Copyright © 2013 Pearson Canada Inc.

Marketing: Real People, Real Choices

Topic: Characteristics of services Skill: Concept Objective: 7-4 Marketing what isn’t there 39) A customer got a great haircut at a salon and went back six weeks later to the same person to get a second haircut. This time, the customer received one of the worst haircuts of his life. The difference between the two haircuts are due to the ________ characteristic of services. a. perishability b. responsiveness c. personalization d. variability e. inseparability Answer: d Diff: 2 Type: MC Page Reference: 230 Topic: Characteristics of services Skill: Application Objective: 7-4 Marketing what isn’t there 40) The opportunities for ________ provided by the Internet have helped many companies in the financial services area address the problem of the inseparability of services. a. capacity management b. disintermediation c. servicescape management d. transactional marketing e. critical incident management Answer: b Diff: 2 Type: MC Page Reference: 231 Topic: Characteristics of services Skill: Application Objective: 7-4 Marketing what isn’t there 41) Which of the following is true due primarily to the inseparability of services? a. Customers have to rely on reassuring physical cues that indicate quality service. b. Service businesses cannot promise the same experience with every service encounter. c. A service is produced and consumed at the same time. d. It is impossible for service businesses to exactly match supply with demand. e. It is difficult for service businesses to live up to guarantees.

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Marketing: Real People, Real Choices

Answer: c Diff: 2 Type: MC Page Reference: 231 Topic: Characteristics of services Skill: Concept Objective: 7-4 Marketing what isn’t there 42) The ________ is the interaction between the customer and the service provider. a. supply-demand exchange b. transaction point c. service encounter d. service program e. service promotion Answer: c Diff: 2 Type: MC Page Reference: 232 Topic: The service encounter Skill: Concept Objective: 7-4 Marketing what isn’t there 43) A haircut, a manicure, and a pedicure are all examples of ________. a. intangible services b. tangible services c. tangible goods d. tangible possessions e. intangible possessions Answer: b Diff: 2 Type: MC Page Reference: 2323 Topic: How we classify services Skill: Application Objective: 7-4 Marketing what isn’t there 44) Carpet and furniture repair are classified as ________. a. tangible services performed on the customer b. tangible services performed on the customer's possessions c. tangible goods delivered to the customer d. intangible services performed on the customer e. intangible services performed on the customer's possessions Answer: b 15 Copyright © 2013 Pearson Canada Inc.

Marketing: Real People, Real Choices

Diff: 2 Type: MC Page Reference: 233 Topic: How we classify services Skill: Application Objective: 7-4 Marketing what isn’t there 45) According to the goods/services continuum, which of the following is the best example of a pure service provider? a. a furniture retailer b. a magazine publisher c. a building contractor d. a paper manufacturer e. a teacher Answer: e Diff: 2 Type: MC Page Reference: 234 Topic: How we classify services Skill: Application Objective: 7-4 Marketing what isn’t there 46) A hospital that spends hundreds of thousands of dollars on lifesaving monitoring equipment demands that the seller provide in-service training on the equipment for its personnel. The hospital also expects the seller of the equipment to quickly respond any time the equipment needs maintenance. The monitoring equipment is an example of a(n) ________. a. goods-dominated product b. service-dominated good c. equipment-based service d. facility-based service e. people-based service Answer: a Diff: 2 Type: MC Page Reference: 233 Topic: How we classify services Skill: Application Objective: 7-4 Marketing what isn’t there 47) Most cities have a variety of fast-food restaurant franchises . The proximity of these restaurants to densely populated neighborhoods and high-traffic shopping areas illustrates the importance of the ________ factor for equipment-based services. a. operational 16 Copyright © 2013 Pearson Canada Inc.

Marketing: Real People, Real Choices

b. search c. locational d. augmentation e. supply Answer: c Diff: 2 Type: MC Page Reference: 235 Topic: How we classify services Skill: Application Objective: 7-4 Marketing what isn’t there 48) A service offering that differentiates a firm from its competition and provides enhanced value is referred to as a(n)________. a. core service b. augmented service c. environmental factor d. operational factor e. disintermediator Answer: b Diff: 1 Type: MC Page Reference: 235 Topic: How we classify services Skill: Concept Objective: 7-4 Marketing what isn’t there 49) Facility exteriors and interiors are part of ________. a. the servicescape b. disintermediation c. the core service d. the i...