Question 1

A product has three product layers. They are the:​

Accepted Answer

The three product layers are the core benefit (the fundamental problem-solving benefits), actual product (the physical product and its features), and augmented product (additional benefits and services such as warranty, installation, after-sales service, etc.). This is described as the core actual augmented (CAA) model. Option A describes benefits and Option B describes the form of the product, which do not encompass all the layers. Option D uses vague descriptors that do not accurately represent the product layers.

Question 2

Jane bought a new car from Yollanda Motors, and the company offered her an exciting package that included free car washes for the first month. This package represents a _____.

Accepted Answer

The free car washes offered by Yollanda Motors are a service provided to Jane, making it a pure service.

Question 3

Which of the following business product categories refers to large capital purchases designed for a long productive life and the marketing of which emphasizes personal selling and customization?​

Accepted Answer

Installations are large capital purchases that are designed for long productive life, and the marketing of which emphasizes personal selling and customization. Specialty products are products with unique characteristics that consumers are willing to expend considerable effort to obtain. Unsought products are products that consumers do not actively seek out to purchase. Accessories are products used to supplement or enhance other products.

Question 4

EatOut Pizzeria is a food joint that serves pizza, and Pure Magic is a luxury beauty salon that sells beauty products. What do EatOut Pizzeria and Pure Magic have in common?

Accepted Answer

Both EatOut Pizzeria and Pure Magic offer products that are a combination of goods (food and beauty products) and services (preparing and serving pizza, providing beauty treatments).

Question 5

Cannibalization occurs when a producer offers a new product that takes sales away from its existing products.

Accepted Answer

Cannibalization occurs when a producer's new product competes with and decreases the sales of its existing products.

Question 6

Marketers can control promotional tools such as TV advertising and telephone sales.

Accepted Answer

Marketers have control over promotional tools such as TV advertising and telephone sales. They can choose when and where to run ads and make sales calls. However, there are regulations and restrictions on some promotional tools, such as the Telephone Consumer Protection Act (TCPA) in the US, which limits when and how telemarketing can occur.

Question 7

_____ are the inexpensive goods and services that consumers buy frequently with limited consideration and analysis.

Accepted Answer

Convenience products are the goods and services that consumers buy frequently and with limited consideration due to their low cost and easy availability. Examples of such products include fast food, soft drinks, toothpaste, and other household items. Shopping products are more expensive and require more research and analysis before purchase, while unsought products are those that consumers either do not know about or do not want to buy. Specialty products are high-priced items that have unique characteristics or attributes.

Question 8

Manufacturers rarely emphasize packaging because this aspect of the product has little relevance to a customer's decision-making process.

Accepted Answer

Packaging is an important aspect of a product as it can influence a customer's perception of the product and affect their buying decision. Good packaging can make a product stand out on a shelf and communicate important information about the product's features, benefits, and usage. Therefore, manufacturers often put a lot of effort into designing attractive and informative packaging.

Question 9

Chromiate's decision to introduce its MP3 player, GiZmo, in different sizes, colors, and storage capacities is an example of brand extension.

Accepted Answer

Brand extension involves using an existing brand name for a new product category, while introducing variations of an existing product is a product line extension.

Question 10

What do gasoline for cars, ketchup for fries, and scarves have in common?

Accepted Answer

Gasoline for cars and ketchup for fries are both physical products that can be touched and consumed, while scarves are also physical goods but are considered more of a fashion accessory than a necessity. All three are examples of pure goods, which are tangible products that do not have any associated services or intangible benefits.

Question 11

Small businesses should not invest their limited resources in social media because they are just a fad.

Accepted Answer

Social media has proven to be an essential tool for businesses of all sizes, including small businesses. It provides a cost-effective way to reach target audiences, build brand awareness, and engage with customers. Social media is not just a passing fad, but rather a fundamental shift in the way businesses communicate with their customers. Therefore, small businesses should consider investing in social media to leverage its benefits.

Question 12

The physical good or delivered service that provides a core benefit is called the _____ product.

Accepted Answer

The actual product is the physical good or delivered service that provides the core benefit to the customer. The pure product is the benefit or solution that the customer is seeking, while the augmented product includes additional features and services beyond the core benefit. The secondary product refers to the ancillary products or services that support the core product.

Question 13

Andrew's parents want him to get a good education and, therefore, send him to the best school in the town. In this case, Andrew's education is the _____ his parents were looking for when they got him admitted in the school.

Accepted Answer

The core benefit refers to the main benefit or value that a product or service provides. In this case, Andrew's education is the main benefit that his parents were looking for when they sent him to the best school in the town.

Question 14

Which of the following is true of a goods and services spectrum?

Accepted Answer

The goods and services spectrum provides a tool for analyzing the relationship between goods and services. It helps to understand how goods and services differ and how they can work together. It does not dictate whether people should opt for goods or services, nor does it estimate prices associated with goods and services. While it may highlight similarities between goods and services, its primary purpose is to analyze their relationship.

Question 15

When Bonanza Bakery reached an agreement with Candy Conniption to include the candy in one of its ready-to-bake cookie dough products, the two companies were using a strategy known as cobranding.

Accepted Answer

Cobranding is a marketing strategy where two or more brands collaborate on a product or service offering, which is the case with Bonanza Bakery and Candy Conniption including the candy in their cookie dough product.

Question 16

A management consulting firm offers a management training program that instructs students on utilizing various tools for effective time management and aims to improve their risk management skills. Which form of product is the firm offering?

Accepted Answer

The management consulting firm is offering a pure service in the form of a management training program. This is because the program does not involve the physical production of any tangible goods, but rather focuses solely on enhancing the skills and abilities of the participants.

Question 17

The two key aspects of product quality are level and value.

Accepted Answer

The two key aspects of product quality are level and consistency, not level and value.

Question 18

Big ideas that result from the creative development process are typically based on an economical or financial premise.

Accepted Answer

Big ideas can stem from a variety of factors including societal trends, technological advancements, and cultural shifts, not just economic or financial considerations.

Question 19

Advergaming is a medium that marketers can use to communicate their big idea to their target market.

Accepted Answer

Advergaming involves creating video games that promote a brand or product, and can be used as a way to engage and communicate with the target audience.

Question 20

Unsought products are expensive products that consumers seldom purchase.

Accepted Answer

Unsought products are not necessarily expensive; they are products that consumers do not actively seek out or think about buying until a need arises.

Quiz 12: Product and Promotion: Creating and Communicating Value