A _____ is anything that can be offered to a market that might satisfy a need or a want. position

1. A _____ is anything that can be offered to a market that might satisfy a need or a want. position product promotion none of the above Kotler / Armstrong 11e, Chapter 8

2. A _____ is anything that can be offered to a market that might satisfy a need or a want. position product promotion none of the above Kotler / Armstrong 11e, Chapter 8

3. Only tangible goods are considered products. True False Kotler / Armstrong 11e, Chapter 8

4. Only tangible goods are considered products. True False (Products are more than tangible goods. They can be services, events, persons, places, ideas, or a mix of these.) Kotler / Armstrong 11e, Chapter 8

5. A visit to a doctor’s office is an example of a _____. pure tangible good pure intangible good mixture of the two none of the above Kotler / Armstrong 11e, Chapter 8

6. A visit to a doctor’s office is an example of a _____. pure tangible good pure intangible good mixture of the two none of the above Kotler / Armstrong 11e, Chapter 8

7. The most basic level of a product is called its _____. center value core benefit customer Kotler / Armstrong 11e, Chapter 8

8. The most basic level of a product is called its _____. center value core benefit customer Kotler / Armstrong 11e, Chapter 8

9. Consumer products include convenience products, shopping products, specialty products, and _____ products. unique luxury unsought all of the above Kotler / Armstrong 11e, Chapter 8

10. Consumer products include convenience products, shopping products, specialty products, and _____ products. unique luxury unsought all of the above Kotler / Armstrong 11e, Chapter 8

11. _____ products are purchased frequently, with little comparison or shopping effort. Convenience Shopping Specialty Unsought Kotler / Armstrong 11e, Chapter 8

12. _____ products are purchased frequently, with little comparison or shopping effort. Convenience Shopping Specialty Unsought Kotler / Armstrong 11e, Chapter 8

13. _____ products are typically associated with a higher price tag and available in selective locations. Convenience Shopping Specialty Unsought Kotler / Armstrong 11e, Chapter 8

14. _____ products are typically associated with a higher price tag and available in selective locations. Convenience Shopping Specialty Unsought Kotler / Armstrong 11e, Chapter 8

15. _____ products are those purchased for further processing or for use in conducting a business. Industrial Mechanical Unsought Physical Kotler / Armstrong 11e, Chapter 8

16. _____ products are those purchased for further processing or for use in conducting a business. Industrial Mechanical Unsought Physical Kotler / Armstrong 11e, Chapter 8

17. The distinction between a consumer product and an industrial product is the purpose for which it is bought. True False Kotler / Armstrong 11e, Chapter 8

18. The distinction between a consumer product and an industrial product is the purpose for which it is bought. True False Kotler / Armstrong 11e, Chapter 8

19. The design, implementation, and control of programs seeking to increase the acceptability of a social idea, cause, or practice among a target group is called _____ marketing. cause social image non-profit Kotler / Armstrong 11e, Chapter 8

20. The design, implementation, and control of programs seeking to increase the acceptability of a social idea, cause, or practice among a target group is called _____ marketing. cause social image non-profit Kotler / Armstrong 11e, Chapter 8

21. The two dimensions of product quality are _____ and _____. value; features style; design level; consistency style; value Kotler / Armstrong 11e, Chapter 8

22. The two dimensions of product quality are _____ and _____. value; features style; design level; consistency style; value Kotler / Armstrong 11e, Chapter 8

23. A(n) _____ is a name, term, sign, symbol or combination of these intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. product position image brand Kotler / Armstrong 11e, Chapter 8

24. A(n) _____ is a name, term, sign, symbol or combination of these intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. product position image brand Kotler / Armstrong 11e, Chapter 8

25. Branding is not as popular today as it was twenty years ago. True False Kotler / Armstrong 11e, Chapter 8

26. Branding is not as popular today as it was twenty years ago. True False (Branding is so strong today that nearly everything is branded.) Kotler / Armstrong 11e, Chapter 8

27. The designing and producing of the container or wrapper for a product is called _____. packaging labeling manufacturing industrial design Kotler / Armstrong 11e, Chapter 8

28. The designing and producing of the container or wrapper for a product is called _____. packaging labeling manufacturing industrial design Kotler / Armstrong 11e, Chapter 8

29. A company can lengthen its product line by _____ it or by _____ it. modifying; stretching stretching; switching filling; stretching brushing; combing Kotler / Armstrong 11e, Chapter 8

30. A company can lengthen its product line by _____ it or by _____ it. modifying; stretching stretching; switching filling; stretching brushing; combing Kotler / Armstrong 11e, Chapter 8

31. Which of the following is not a dimension in a company’s product mix? width depth consistency length Kotler / Armstrong 11e, Chapter 8

32. Which of the following is not a dimension in a company’s product mix? width depth consistency length Kotler / Armstrong 11e, Chapter 8

33. A good brand name should do which of the following? Suggest something about the brand’s benefits. Be easy to translate into other languages. Be capable of registration and legal protection. all of the above Kotler / Armstrong 11e, Chapter 8

34. A good brand name should do which of the following? Suggest something about the brand’s benefits. Be easy to translate into other languages. Be capable of registration and legal protection. all of the above Kotler / Armstrong 11e, Chapter 8

35. A _____ brand is created by a reseller of a product or service. private public manufacturer’s licensed Kotler / Armstrong 11e, Chapter 8

36. A _____ brand is created by a reseller of a product or service. private public manufacturer’s licensed Kotler / Armstrong 11e, Chapter 8

37. Purina Tuna would be a poor attempt at a _____. line extension brand extension multibrand new brand Kotler / Armstrong 11e, Chapter 8

38. Purina Tuna would be a poor attempt at a _____. line extension brand extension multibrand new brand Kotler / Armstrong 11e, Chapter 8

39. Which of the following is not a special characteristic of service? tangibility inseparability variability perishability Kotler / Armstrong 11e, Chapter 8

40. Which of the following is not a special characteristic of service? tangibility inseparability variability perishability Kotler / Armstrong 11e, Chapter 8

41. _____ marketing happens when a firm trains and effectively motivates its customer contact staff and its support staff to work as a team in order to provide customer satisfaction. Internal Interactive Impression Service Kotler / Armstrong 11e, Chapter 8

42. _____ marketing happens when a firm trains and effectively motivates its customer contact staff and its support staff to work as a team in order to provide customer satisfaction. Internal Interactive Impression Service Kotler / Armstrong 11e, Chapter 8