Principles of Marketing, 17e, Global Edition (Kotler/Armstrong)
Chapter 8 Products, Services, and Brands: Building Customer Value
1) Which of the following is true with regard to products?
A) The quality of products is far more difficult to measure than that of services.
B) Products do not include experiences, organizations, persons, places, and ideas.
C) Products are not meant for sale in the market.
D) Products include services, events, persons, places, organizations, ideas, or a mixture of
these.
E) Products refer to only those activities that are essentially intangible.
2) ________ 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.
A) Liabilities
B) Services
C) Brands
D) Consumer products
E) Specialty products
3) Which of the following exemplifies a service?
A) candy
B) laptop
C) hair salon
D) car
E) laundry detergent
4) Marketing mix planning begins with ________.
A) building an offering that brings value to target customers
B) finding a suitable promotion strategy for the product
C) setting a reasonable price for the product
D) selecting the right channel for distribution of the product
E) calculating the total costs involved in manufacturing the product
5) Market offering includes everything from pure tangible goods to pure services, as well as
combinations of goods and services. Which of the following is NOT a product or service?
A) breakfast cereal
B) rental car
C) free concert
D) shoes
E) haircut
6) Which of the following is true with regard to services?
A) Services refer to purely tangible products.
B) Services are a form of product that consists of activities, benefits, or satisfactions offered for
sale.
C) Services can be stored for later use.
D) Services can be easily separated from their providers.
E) Services are tangible product offerings whose quality can be easily measured.
7) Which of the following is an example of a pure tangible good?
A) a laptop with a comprehensive warranty for three years
B) an online shoe retailer that provides free home delivery
C) an agency that offers free legal advice
D) a credit card
E) a bag of potato chips
8) Which of the following product offerings is intangible?
A) a package of laundry detergent
B) an ink cartridge for a printer
C) a wool jacket
D) a gold ring
E) a taxi ride
9) Which of the following is a goods-and-services combination?
A) a bicycle
B) a milk shake at an ice cream store
C) chocolate chips
D) a train ride
E) a music lesson
10) Product planners need to consider products and services on three levels. Each level adds
more customer value. The most basic level is ________, which addresses the question, “What
is the buyer really buying?”
A) an actual product
B) an augmented product
C) core customer value
D) co-branding
E) exchange value
11) Product planners need to consider products and services on three levels. At the second
level, product planners must ________.
A) offer additional product support and after-sale services
B) identify the core customer value that consumers seek from the product
C) turn the core benefit into an actual product
D) find out how they can create the most satisfying brand experience
E) define the problem-solving benefits or services that consumers seek
12) If a consumer purchases a new flat-screen “smart” television which can connect to services
like Netflix and Pandora, what is the core customer value involved?
A) connection to entertainment and information
B) state-of the art technology
C) slick and attractive packaging
D) brand name
E) tech support and warranty
13) If a consumer purchases a new flat-screen “smart” television, what is the augmented
product involved?
A) connection to the world of entertainment
B) state-of the art technology
C) slick and attractive packaging
D) brand name
E) tech support and warranty
14) Product planners need to consider products and services on three levels. At the third level,
product planners must build ________.
A) an actual product
B) an augmented product
C) core customer value
D) a brand personality
E) a basic product
15) What is the core customer value a customer might purchase when buying Urban Decay
cosmetics?
A) variety of collections
B) unique packaging
C) unusual colors
D) sense of adventure
E) long-lasting makeup
16) ________ are industrial products.
A) Major appliances
B) Laundry detergents
C) Life insurance policies
D) Office supplies
E) Legal services
17) Consumer products refer to ________.
A) products purchased by consumers for further processing or for use in conducting a business
B) products and services bought by final consumers for personal consumption
C) primarily intangible offerings from marketers
D) raw materials as well as manufactured materials and parts
E) products that aid in the consumer’s production or operations, including installations and
accessory equipment
18) ________ are consumer products and services that customers usually buy frequently,
immediately, and with minimal comparison and buying effort.
A) Unsought products
B) Capital items
C) Shopping products
D) Convenience products
E) Supplies and repair services
19) Which of the following is an example of a convenience product?
A) fast food
B) diamond ring
C) furniture
D) life insurance
E) refrigerator
20) ________ are less frequently purchased consumer products and services that customers
compare carefully on suitability, quality, price, and style.
A) Shopping products
B) Convenience products
C) Unsought products
D) Capital items
E) Supplies and repair services
21) Which of the following is NOT a category of consumer products?
A) unsought
B) specialty
C) convenience
D) luxury
E) shopping
22) Erica wants to replace her old washing machine with a new one. In order to get the
maximum value for her money, she plans to spend substantial time and effort in gathering
information and making product comparisons before making the actual purchase. In this
instance, Erica is planning to buy a(n) ________ product.
A) convenience
B) unsought
C) specialty
D) shopping
E) exclusive
23) ________ are consumer products and services with unique characteristics or brand
identification for which a significant group of buyers is willing to make a special purchase
effort.
A) Shopping products
B) Unsought products
C) Specialty products
D) Capital items
E) Convenience products
24) A hickory rocking chair, handmade by an Amish woodcarver in Lancaster, Pennsylvania,
from locally grown wood, is an example of a ________.
A) convenience product
B) capital item
C) service
D) specialty product
E) product attribute
25) ________ are consumer products that the consumer either does not know about or knows
about but does not normally think about buying.
A) Specialty products
B) Convenience products
C) Unsought products
D) Shopping products
E) Capital items
26) ________ products are those products purchased for further processing or for use in
conducting a business.
A) Unsought
B) Specialty
C) Shopping
D) Industrial
E) Convenience
27) ________ are the major marketing factors in the sale of most manufactured materials and
parts.
A) Branding and advertising
B) Price and service
C) Sales promotion and advertising
D) Branding and packaging
E) Public relations and brand management
28) ________ are industrial products that aid in the buyer’s production or operations, including
installations and accessory equipment.
A) Unsought products
B) Convenience products
C) Capital items
D) Specialty items
E) Repair items
29) Installations consist of ________.
A) highly priced luxury goods such as Rolex watches
B) portable office equipment such as computers
C) major purchases such as elevators
D) portable factory equipment such as hand tools
E) products such as insurance
30) Lubricants, coal, paper, and pencils are examples of ________.
A) operating supplies
B) capital items
C) raw materials
D) specialty products
E) installations
31) Industrial products and services include raw materials, buildings, fixed equipment, supplies,
services, and ________.
A) computers and desks
B) electricity
C) groceries
D) insurance
E) employees
32) ________ marketing consists of activities undertaken to create, maintain, or change the
attitudes and behaviors of target consumers toward an organization.
A) Social network
B) Organization
C) Niche
D) Location
E) Concentrated
33) The advertising slogan, “We bring good things to life,” used by General Electric to market
itself, is an example of ________ marketing.
A) person
B) corporate image
C) internal
D) place
E) niche
34) ________ marketing consists of activities undertaken to create, maintain, or change
attitudes toward particular people. People ranging from presidents, entertainers, and sports
figures to professionals such as doctors, lawyers, and architects use it to build their reputations.
A) Corporate image
B) Person
C) Social
D) Organization
E) Place
35) A company that uses well-known celebrities to help sell its products is using ________
marketing.
A) interactive
B) internal
C) social
D) person
E) organization
36) ________ marketing involves activities undertaken to create, maintain, or change attitudes
toward particular cities, states, or regions.
A) Idea
B) Place
C) Organization
D) Social
E) Interactive
37) Tourism Australia’s global marketing campaign, “There’s nothing like Australia” is an
example of ________ marketing.
A) corporate image
B) person
C) organization
D) internal
E) place
38) Advertising campaigns involving issues ranging from health care, education, and
environmental sustainability to human rights and personal safety can be classified under
________ marketing.
A) corporate image
B) internal
C) social
D) place
E) person
39) Elmo Inc., a Michigan-based manufacturer of athletic shoes, uses professional athletes in its
ad campaigns to help sell its products. This is an example of ________ marketing.
A) person
B) place
C) social
D) organization
E) internal
40) Public health campaigns designed to reduce alcoholism, drug abuse, smoking, and obesity
are all examples of ________ marketing.
A) internal
B) social
C) organization
D) person
E) place
41) Rhodia invites tourists from all over the world to experience its pristine nature, clear skies,
and beautiful summertime climate. This exemplifies ________.
A) corporate image marketing
B) social marketing
C) place marketing
D) social engineering
E) negative brand equity
Refer to the scenario below to answer the following question(s).
Ruben Delgado built his enterprise on the faithful patronage of four specialty shops and a large
contract from Elmore Distributors. But after two years, the maker of novelty pens and pencils
had to rethink his strategy when his contract with Elmore ended.
Ruben built a company reputation on the manufacturing and distribution of a variety of wooden
writing utensils with customized engravings. Specialty shops loved to display the products in
their fancy, lighted showcases, but such specialty shops alone were not profitable. Ruben
Delgado established a brand name, known merely as Delgado, and decided to expand on it.
Ruben extended his writing utensil lines to include quills, felt-tip pens, and multiple-cartridge
pens that write in different colors. He even added a line of various grades of personalized
stationery and business cards. Perhaps Ruben’s biggest added touch, however, was the addition
of two salespeople who would work to explain the diverse array of products offered by
Delgado, as well as nurture existing accounts.
“We make an excellent product,” Ruben Delgado stated, “and we honor a good guarantee on
everything we sell. But let’s face it—we face hundreds of competitors! We need Delgado
representatives out there to help prospects understand what they should demand in something
as simple as a writing tool.” The Delgado brand was fast-becoming synonymous with top-notch
customer service. Part of the purchase package brought personal visits from the Delgado
representative, before the purchase and long after.
42) An easier, more comfortable, more stylish transfer of thought onto paper refers to the
________ of Ruben’s offerings.
A) tangible element
B) core customer value
C) actual product
D) augmented product
E) service variability
43) Which type of product does Delgado manufacture?
A) industrial
B) convenience
C) specialty
D) shopping
E) unsought
44) A service refers to an activity, benefit, or satisfaction offered for sale that is essentially
intangible and does not result in the ownership of anything.
45) Unsought products are products that the customer usually buys frequently, immediately,
and with a minimum of comparison and buying effort.
46) Convenience products are less frequently purchased consumer products and services that
customers compare carefully on suitability, quality, price, and style.
47) The augmented product is the actual product plus the various services and benefits offered
with it, such as a warranty, free delivery, installation, and maintenance.
48) Specialty products are consumer products and services that customers evaluate on
suitability, quality, price, and style, by gathering information and making comparisons.
49) Give examples of pure tangible goods.
50) What is a product?
51) How do consumers perceive products?
52) Name some common convenience products.
53) Give three examples of shopping products.
54) How are specialty products distributed?
55) Explain the difference between a consumer product and an industrial product. Include an
example.
56) Products and services fall into two broad classes based on the types of consumers that use
them. Name these two broad classes and describe how they are different from each other.
57) Developing a product or service involves defining the benefits that it will offer. These
benefits are communicated and delivered by ________.
A) product labels
B) product attributes
C) support services
D) product packaging
E) branding
58) Product attributes include all of the following EXCEPT ________.
A) style
B) design
C) price
D) features
E) quality
59) ________ refers to the characteristics of a product or service that bear on its ability to
satisfy stated or implied customer needs.
A) Brand equity
B) Product quality
C) Product labeling
D) Brand image
E) Brand personality
60) ________ is an approach in which all the company’s people are involved in constantly
improving the quality of products, services, and business processes.
A) Business intelligence
B) Quality function deployment
C) Total quality management
D) Brand equity management
E) Product positioning
61) What are the two dimensions of product quality?
A) consistency and level
B) performance and conformance
C) design and innovation
D) conformance and style
E) feature and design