The University of Oklahoma

MKT 3013

Ch. 8

1)We define a_as anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need.

 

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.

 

3. A product is a key element in the           . At one extreme, it may consist of pure tangible goods or at the other extreme, pure services.

 

4. To differentiate themselves, many companies are going beyond products and services, they are developing and delivering customer      .

 

5. Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is the , which addresses the question, "What is the buyer really buying?"

 

6. The third level of a product that product planners must consider is a(n)  around the core benefit and actual product that offers additional consumer services and benefits.

 

7. Product planners must design the actual product and find ways to  it in order to create the bundle of benefits that will provide the most satisfying customer experience.

 

8. Products and services fall into two broad classifications based on the types of consumers that use them. Which is one of these broad classes?

 

9.                    are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products.

 

10.                    are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. Consumers spend much time and effort in gathering information and making comparisons about these products.

 

11.                    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.

 

12.                    are consumer products that the consumer either does not know about or knows about but does not normally think about buying. These products require a lot of advertising, personal selling, and other marketing efforts.

 

13.                    are those products purchased for further processing or for use in conducting a business.

 

14. Most manufactured materials and parts are sold directly to    . Price and service are the major marketing factors; branding and advertising tend to be less important.

 

15.                    are industrial products that aid in the buyer's production or operations, including installations and accessory equipment.

 

16.                    consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization.

 

17.                    consists of activities undertaken to create, maintain, or change attitudes toward particular people.

 

18.                    involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, and regions.

 

19.                    is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well being and that of society.
20. Public health campaigns to reduce alcoholism, drug abuse, smoking, and obesity are all examples of              .

 

21. Developing a product or service involves defining the benefits that it will offer. These benefits are communicated and delivered by          such as quality, features, and style and design.

 

22.                    is one of the marketer's major positioning tools because it has a direct impact on product or service performance; it is therefore closely linked to customer value and satisfaction.

 

23.                    is an approach in which all the company's people are involved in constantly improving the products, services, and business processes.

 

24. What are the two dimensions of product quality?

 

25. Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance?

 

26. A stripped-down model without any extras is the starting point; a company can create a higher-level model by adding            .

 

27. In assessing which new features to add to a product, a company must weigh each feature's               to customers versus its             to the company.

 

28. A sensational                may grab attention and produce pleasing aesthetics, but it does not necessarily improve a product's performance.

 

29.                    contributes to a product's usefulness as well as to its looks.

 

30. A(n)                  is a name, term, sign, symbol, design, or a combination of these, that identifies the maker or

seller of a product or service.

 

31.                    involves designing and producing the container or wrapper for a product.

 

32. In recent years, product safety and environmental responsibility have become major           concerns.

 

33. At the very least, the             identifies the product or brand. It might also describe several things about the product and promote the brand.

 

34. The                  requires sellers to provide detailed nutritional information on food products.

 

35.                    has been affected by the need to include unit pricing, open dating, and nutritional information.

 

36. Many companies now use a combination of phone, e-mail, fax, Internet, and other technologies to provide

                   .

 

37. A                   is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges.

 

38. The major product line decision involves          .

 

39. Berkowitz Piano Company can expand its product line in one of two common ways. Which of the following is one of those ways?

 

40. An alternative to product line stretching is         , adding more items within the present range of the line.

 

41. When a company lengthens its product line beyond its current range, it is .