Question 1 of 20

5.0/ 5.0 Points

Which of the following types of quality refers to freedom from defects
and consistency in delivering a targeted level of performance?
A. product
B. conformance
C. level
D. value
E. design
Answer Key: B
Question 2 of 20
5.0/ 5.0 Points
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.
A. service variability
B. private brand
C. service encounter
D. service
E. product
Answer Key: E
Question 3 of 20
5.0/ 5.0 Points
Mabel Lu is planning to buy a new washing machine. She notices that
they come in numerous price ranges. She wants to make sure she gets
the most for her money. This product is a(n) ________ product.
A. convenience
B. specialty
C. unsought
D. shopping
E. augmented
Answer Key: D
Question 4 of 20
5.0/ 5.0 Points
For a fee, some companies ________ names or symbols previously
created by other manufacturers, names of well-known celebrities,
and/or characters from popular movies and books, any of which can
provide an instant and proven brand name.
A. package
B. service
C. brand
D. market
E. license

Answer Key: E
Question 5 of 20
5.0/ 5.0 Points
"I love New York" is an example of ________.
A. organization marketing
B. corporate image advertising
C. person marketing
D. place marketing
E. social advertising
Answer Key: D
Question 6 of 20
5.0/ 5.0 Points
A company can increase its business in four ways. Which is NOT one of
these ways?
A. It can increase the consistency of its product mix.
B. It can lengthen its existing product lines.
C. It can add more versions of each product and thus deepen its
product mix.
D. It can discontinue some of its lines.
E. It can add new product lines, thus widening its product mix.
Answer Key: D
Question 7 of 20
0.0/ 5.0 Points
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.
A. marketing tools
B. package labeling
C. product attributes
D. support services
E. product mixes
Answer Key: C
Question 8 of 20
5.0/ 5.0 Points
Helene Curtis began to market shampoo for normal hair. In an attempt
to increase profits and use excess market capacity, Helene Curtis then
marketed shampoo for oily hair and color-treated hair. This is an
example of ________.
A. a shopping product
B. people marketing
C. social marketing
D. line filling

E. an unsought product
Answer Key: D
Question 9 of 20
5.0/ 5.0 Points
________ has been affected by the need to include unit pricing, open
dating, and nutritional information.
A. Branding
B. Labeling
C. Product mixing
D. Packaging
E. Product line filling
Answer Key: B
Question 10 of 20
5.0/ 5.0 Points
A hickory rocking chair, handmade by an Amish woodcarver in
Lancaster, Pennsylvania, from locally grown wood is an example of a(n)
________.
A. service
B. specialty product
C. shopping product
D. convenience product
E. product attribute
Answer Key: B
Question 11 of 20
5.0/ 5.0 Points
Paper, pencils, paint, nails, and brooms are examples of ________.
A. specialty products
B. installations
C. capital items
D. supplies
E. raw materials
Answer Key: D
Question 12 of 20
5.0/ 5.0 Points
________ are industrial products that aid in the buyer's production or
operations, including installations and accessory equipment.
A. Specialty items
B. Parts
C. Capital items
D. Materials
E. Supplies

Answer Key: C
Question 13 of 20
5.0/ 5.0 Points
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.
A. co-branding
B. brand extension
C. value chain
D. brand equity
E. market offering
Answer Key: E
Question 14 of 20
5.0/ 5.0 Points
At the very least, a product's ________ identifies the product or brand. It
might also describe several things about the product and promote the
brand.
A. portfolio
B. copyright
C. label
D. line extension
E. package
Answer Key: C
Question 15 of 20
5.0/ 5.0 Points
Which of the following product offerings is intangible?
A. a mink coat
B. a meal at a fast-food restaurant
C. fish for an aquarium
D. refillable ink cartridges for a computer printer
E. a limousine ride
Answer Key: E
Question 16 of 20
5.0/ 5.0 Points
Public health campaigns to reduce alcoholism, drug abuse, smoking,
and obesity are all examples of ________.
A. social marketing
B. specialty products
C. responsibility marketing
D. shopping products
E. consumer products
Answer Key: A
Question 17 of 20

5.0/ 5.0 Points

An apparel marketer is planning to launch an existing brand name into
a new product category. Which brand development strategy is being
implemented?
A. brand extension
B. rebranding
C. multibranding
D. new brands
E. line extension
Answer Key: A
Question 18 of 20
5.0/ 5.0 Points
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.
A. internal marketing
B. co-branding
C. external marketing
D. brand
E. service
Answer Key: D
Question 19 of 20
5.0/ 5.0 Points
A ________ involves the use of a successful brand name to launch new
or modified products in a new category.
A. brand symbol
B. line extension
C. brand extension
D. product line
E. private brand
Answer Key: C
Question 20 of 20
5.0/ 5.0 Points
The impossibility of a barber storing haircuts for later sale is an
example of which of the following?
A. service intangibility
B. service variability
C. service inseparability
D. low-context services
E. service perishability
Answer Key: E