Question 1

Companies translate the essential benefit into physical, tangible elements known as the _________.
A) Augmented product
B) Core product
C) Deviated product
D) Differentiated product
E) Contrasting product

Accepted Answer

Companies translate the essential benefit into physical, tangible elements known as the core product. Some companies do it better than others, making this critical challenge an important differentiator separating successful companies from their competitors.

Question 2

An example of an "essential benefit" of a plane ticket is _______.
A) Get the lowest price possible by shopping BOTS
B) Get a person to buy from a particular air line
C) Get a person from one place to another
D) Get a person to think about the food, liquor and baggage handling of the air line
E) Get the person to buy based upon unessential items in the product offering

Accepted Answer

The essential benefit of a plane ticket is getting a person from one place to another. Other options listed are not essential benefits but rather marketing tactics or non-essential add-ons.

Question 3

Durable products refer to products with a longer product life and are often more expensive.Durable products can be described as ________.
A) Washers/dryers and televisions
B) Machine presses
C) IT networks and office furniture
D) Ovens
E) All of the above

Accepted Answer

All the options listed are examples of durable products with longer lifespans and higher prices compared to non-durable products.

Question 4

Clothes, furniture, and major appliances are called shopping goods.This category of good implies that ________.
A) Consumers do more research prior to buying
B) Purchased less frequently
C) Cost more and carry a fear of making a wrong decision
D) Have a variety of choices on prices and features
E) All of the above

Accepted Answer

Shopping goods are characterized by all of the above factors. Consumers tend to do more research before making a purchase, as these goods are typically higher priced items that are purchased less frequently and carry a higher risk of making a wrong decision. Shopping goods also tend to have a variety of options in terms of prices and features.

Question 5

The Apple Newton, the first PDA, is a good example of a product that was _______.
A) Technically inferior to the competition
B) Priced too low to have a good image in the market
C) Technically better than competition but still unsuccessful
D) Had great connectivity to other computers
E) All of the above

Accepted Answer

The Apple Newton was technically superior to other PDAs on the market at the time, but it still failed to be successful.

Question 6

At Chick-fil-A, the company strives to not just serve food but ________.
A) A complete chicken experience
B) An overall dining experience
C) A quick and complete meal
D) An alternative to beef and Mexican food
E) None of the above

Accepted Answer

Chick-fil-A is not only focused on serving food, but also on creating a complete dining experience for customers. This includes friendly service, clean facilities, and a welcoming atmosphere.

Question 7

While Tide is a product, it includes things like a product size, feature or price.These are called ________.
A) Product items
B) Product tags
C) SKI's
D) Product functions
E) Product controllables

Accepted Answer

Product items refer to the different variations of a product, such as size or color. Product tags are not typically used in reference to consumer goods, but rather for organizing content on websites. SKI's (Stock Keeping Units) are used for inventory tracking and are not directly tied to product features or pricing. Product functions refer to the capabilities of the product, not its variations. Product controllables refers to the marketing mix variables that a company can control, such as price, promotion, and packaging, but not the specific variations of the product itself.

Question 8

Staples are a kind of good that people usually buy _______.
A) Weekly or monthly
B) Once a year but every year
C) When they see a sale and stock up on the item
D) Goods people buy without planning
E) All of the above

Accepted Answer

Staples are items that people use frequently, such as groceries. Therefore, people tend to buy them on a weekly or monthly basis.

Question 9

Products that consumers purchase that are relatively low-cost, purchased frequently and lacking some amount of interest by the customer are called __________.
A) Shopping goods
B) Convenience goods
C) Specialty goods
D) Unsought goods
E) Consenting goods

Accepted Answer

Convenience goods are products that are purchased for their convenience and ease of access. These products are typically low-cost, frequently purchased, and do not require much thought or effort on the part of the consumer. Examples of convenience goods include everyday items such as bread, milk, and gasoline.

Question 10

Tangibility refers to __________.
A) The service delivered with the product
B) The ability to create a combination of product and service
C) The physical aspect of a product
D) The value of the product in the market
E) None of the above

Accepted Answer

Tangibility refers to the physical aspect of a product, such as its size, shape, color, and texture. It is a measure of how tangible or physical a product is, as opposed to intangible services such as consulting or software.

Question 11

Every aspect of the product experience is evaluated by the customer and then considered against a ____________.
A) Set of on-line marketers
B) Set of guidelines set by the industry
C) Set of store features and benefits
D) Set of expectations
E) All of the above

Accepted Answer

Every aspect of the product experience is considered against the customer's set of expectations. While store features and benefits, industry guidelines, and on-line marketers may influence these expectations, ultimately it is the customer's expectations that determine how they evaluate the product experience.

Question 12

When product is defined in a marketing context, it is _________.
A) The physical tangible product
B) A bundle of demand and supply issues
C) The total asset balancing between buyer and seller
D) The total product experience
E) All of the above

Accepted Answer

In marketing, a product is defined as the total product experience, which includes not only the physical tangible product but also the services, warranties, and experiences associated with it.

Question 13

When a company creates a product that extends, enhances and encourages the customer beyond delivering its core, this concept is called _______.
A) Product extension
B) Product deviation
C) Product subordination
D) Product clustering
E) Product enhancement

Accepted Answer

The enhanced product extends the core product to include additional features, designs, and innovation that exceed customer expectations. In this way, companies build on the core product, creating opportunities to strengthen the brand.

Question 14

When a product is wrong _________.
A) No amount of marketing communications will make it successful
B) Consumers will still buy it if marketed correctly
C) It is hard to charge a low enough price to earn acceptable profits
D) All members of the company have to work extra hard
E) None of the above

Accepted Answer

If a product is fundamentally flawed, no amount of marketing can make it successful in the long run. Consumers will eventually realize that the product does not meet their needs or expectations, leading to negative reviews and poor word-of-mouth. Ultimately, a product's success depends on its ability to deliver value to customers, which cannot be achieved through marketing alone.

Question 15

The product experience is called the ________.
A) Tangible asset of marketing space
B) Focus of consumer attributes
C) Heart of marketing
D) Soul food of marketing
E) All of the above

Accepted Answer

The product experience is the heart of marketing as it refers to the overall impression a customer receives from using a product, including its tangible and intangible aspects such as design, functionality, branding, customer service, and more. None of the other options accurately describe the product experience.

Question 16

LG Electronics makes a variety of phones that compete in very competitive industry.The company's overall strategy is to ________.
A) Consider basic cell phone features secondary to the fashion
B) Have a phone in every segment of the industry
C) Have phones that out perform the competition in technology
D) Create phones that are indestructible
E) None of the above

Accepted Answer

The answer of LG Electronics makes a variety of phones...

Question 17

Different target markets will view the same product _________.
A) In always the same way
B) In completely different ways
C) In ways that are so similar it does not matter to the marketer
D) In only economic terms
E) None of the above

Accepted Answer

Different target markets have different needs, wants, beliefs, and values, which affect their perceptions of a product. Therefore, they may view the same product in completely different ways. Marketers should take these differences into account when designing their marketing strategies in order to effectively reach and appeal to their target markets.

Question 18

There is a category of goods called unsought goods.These goods are characterized as being the kinds of things that consumers _______.
A) Want to be completely convenient to them
B) Find located everywhere with intense distribution
C) Find irrelevant to their lives
D) Would rather not purchase at all
E) None of the above

Accepted Answer

Unsought goods refer to those goods which consumers do not actively seek out or prefer not to purchase at all. These goods are generally marketed through persuasive advertising or personal selling to create demand. Therefore, option D would be the most appropriate choice as it reflects the consumer's reluctance to purchase such goods.

Question 19

Today many tangible products have a component that impacts the customer's satisfaction before and after the purchase.This component that compliments the tangible aspects of the product is called __________.
A) Physical aspects
B) Supply chain
C) Monetary characteristics
D) Intangible characteristics
E) Total emergence

Accepted Answer

The component that compliments the tangible aspects of a product and impacts customer satisfaction before and after purchase is the intangible characteristics. These could include things like the brand image, customer service, and product warranties.

Question 20

Specialty goods hold a unique place in the hierarchy of product classifications in that they __________.
A) Focus on price
B) Focus on total value
C) Are sought out by customers who are willing to search to find this particular kind of product
D) Stores located in peculiar places
E) None of the above

Accepted Answer

Specialty goods are products that have unique characteristics or brand identification and are sought out by customers who are willing to go out of their way to find them. They are not focused on price or total value. Stores selling specialty goods may be located in peculiar places to cater to their specific target market.

Quiz 10: The Product Experience: Product Strategy

Companies translate the essential benefit into physical, tangible elements known as the _________.

An example of an "essential benefit" of a plane ticket is _______.

Durable products refer to products with a longer product life and are often more expensive.Durable products can be described as ________.

Clothes, furniture, and major appliances are called shopping goods.This category of good implies that ________.

The Apple Newton, the first PDA, is a good example of a product that was _______.

At Chick-fil-A, the company strives to not just serve food but ________.

While Tide is a product, it includes things like a product size, feature or price.These are called ________.

Staples are a kind of good that people usually buy _______.

Products that consumers purchase that are relatively low-cost, purchased frequently and lacking some amount of interest by the customer are called __________.

Tangibility refers to __________.

Every aspect of the product experience is evaluated by the customer and then considered against a ____________.

When product is defined in a marketing context, it is _________.

When a company creates a product that extends, enhances and encourages the customer beyond delivering its core, this concept is called _______.

When a product is wrong _________.

The product experience is called the ________.

LG Electronics makes a variety of phones that compete in very competitive industry.The company's overall strategy is to ________.

Different target markets will view the same product _________.

There is a category of goods called unsought goods.These goods are characterized as being the kinds of things that consumers _______.

Today many tangible products have a component that impacts the customer's satisfaction before and after the purchase.This component that compliments the tangible aspects of the product is called __________.

Specialty goods hold a unique place in the hierarchy of product classifications in that they __________.