Kotler / Armstrong 11e, Chapter 8
A _____ is anything that can be offered to a
market that might satisfy a need or a want.
1. position
2. product
3. promotion
4. none of the above
Kotler / Armstrong 11e, Chapter 8
A _____ is anything that can be offered to a
market that might satisfy a need or a want.
1. position
2. product
3. promotion
4. none of the above
Kotler / Armstrong 11e, Chapter 8
Only tangible goods are considered products.
1. True
2. False
Kotler / Armstrong 11e, Chapter 8
Only tangible goods are considered products.
1. True
2. 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
A visit to a doctor’s office is an example of a
_____.
1. pure tangible good
2. pure intangible good
3. mixture of the two
4. none of the above
Kotler / Armstrong 11e, Chapter 8
A visit to a doctor’s office is an example of a
_____.
1. pure tangible good
2. pure intangible good
3. mixture of the two
4. none of the above
Kotler / Armstrong 11e, Chapter 8
The most basic level of a product is called its
_____.
1. center
2. value
3. core benefit
4. customer
Kotler / Armstrong 11e, Chapter 8
The most basic level of a product is called its
_____.
1. center
2. value
3. core benefit
4. customer
Kotler / Armstrong 11e, Chapter 8
Consumer products include convenience
products, shopping products, specialty
products, and _____ products.
1. unique
2. luxury
3. unsought
4. all of the above
Kotler / Armstrong 11e, Chapter 8
Consumer products include convenience
products, shopping products, specialty
products, and _____ products.
1. unique
2. luxury
3. unsought
4. all of the above
Kotler / Armstrong 11e, Chapter 8
_____ products are purchased frequently, with
little comparison or shopping effort.
1. Convenience
2. Shopping
3. Specialty
4. Unsought
Kotler / Armstrong 11e, Chapter 8
_____ products are purchased frequently, with
little comparison or shopping effort.
1. Convenience
2. Shopping
3. Specialty
4. Unsought
Kotler / Armstrong 11e, Chapter 8
_____ products are typically associated with a
higher price tag and available in selective
locations.
1. Convenience
2. Shopping
3. Specialty
4. Unsought
Kotler / Armstrong 11e, Chapter 8
_____ products are typically associated with a
higher price tag and available in selective
locations.
1. Convenience
2. Shopping
3. Specialty
4. Unsought
Kotler / Armstrong 11e, Chapter 8
_____ products are those purchased for further
processing or for use in conducting a
business.
1. Industrial
2. Mechanical
3. Unsought
4. Physical
Kotler / Armstrong 11e, Chapter 8
_____ products are those purchased for further
processing or for use in conducting a
business.
1. Industrial
2. Mechanical
3. Unsought
4. Physical
Kotler / Armstrong 11e, Chapter 8
The distinction between a consumer product and
an industrial product is the purpose for which
it is bought.
1. True
2. False
Kotler / Armstrong 11e, Chapter 8
The distinction between a consumer product and
an industrial product is the purpose for which
it is bought.
1. True
2. False
Kotler / Armstrong 11e, Chapter 8
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.
1. cause
2. social
3. image
4. non-profit
Kotler / Armstrong 11e, Chapter 8
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.
1. cause
2. social
3. image
4. non-profit
Kotler / Armstrong 11e, Chapter 8
The two dimensions of product quality are _____
and _____.
1. value; features
2. style; design
3. level; consistency
4. style; value
Kotler / Armstrong 11e, Chapter 8
The two dimensions of product quality are _____
and _____.
1. value; features
2. style; design
3. level; consistency
4. style; value
Kotler / Armstrong 11e, Chapter 8
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.
1. product
2. position
3. image
4. brand
Kotler / Armstrong 11e, Chapter 8
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.
1. product
2. position
3. image
4. brand
Kotler / Armstrong 11e, Chapter 8
Branding is not as popular today as it was
twenty years ago.
1. True
2. False
Kotler / Armstrong 11e, Chapter 8
Branding is not as popular today as it was
twenty years ago.
1. True
2. False (Branding is so strong today that
nearly everything is branded.)
Kotler / Armstrong 11e, Chapter 8
The designing and producing of the container or
wrapper for a product is called _____.
1. packaging
2. labeling
3. manufacturing
4. industrial design
Kotler / Armstrong 11e, Chapter 8
The designing and producing of the container or
wrapper for a product is called _____.
1. packaging
2. labeling
3. manufacturing
4. industrial design
Kotler / Armstrong 11e, Chapter 8
A company can lengthen its product line by
_____ it or by _____ it.
1. modifying; stretching
2. stretching; switching
3. filling; stretching
4. brushing; combing
Kotler / Armstrong 11e, Chapter 8
A company can lengthen its product line by
_____ it or by _____ it.
1. modifying; stretching
2. stretching; switching
3. filling; stretching
4. brushing; combing
Kotler / Armstrong 11e, Chapter 8
Which of the following is not a dimension in a
company’s product mix?
1. width
2. depth
3. consistency
4. length
Kotler / Armstrong 11e, Chapter 8
Which of the following is not a dimension in a
company’s product mix?
1. width
2. depth
3. consistency
4. length
Kotler / Armstrong 11e, Chapter 8
A good brand name should do which of the
following?
1. Suggest something about the brand’s
benefits.
2. Be easy to translate into other languages.
3. Be capable of registration and legal
protection.
4. all of the above
Kotler / Armstrong 11e, Chapter 8
A good brand name should do which of the
following?
1. Suggest something about the brand’s
benefits.
2. Be easy to translate into other languages.
3. Be capable of registration and legal
protection.
4. all of the above
Kotler / Armstrong 11e, Chapter 8
A _____ brand is created by a reseller of a
product or service.
1. private
2. public
3. manufacturer’s
4. licensed
Kotler / Armstrong 11e, Chapter 8
A _____ brand is created by a reseller of a
product or service.
1. private
2. public
3. manufacturer’s
4. licensed
Kotler / Armstrong 11e, Chapter 8
Purina Tuna would be a poor attempt at a _____.
1. line extension
2. brand extension
3. multibrand
4. new brand
Kotler / Armstrong 11e, Chapter 8
Purina Tuna would be a poor attempt at a _____.
1. line extension
2. brand extension
3. multibrand
4. new brand
Kotler / Armstrong 11e, Chapter 8
Which of the following is not a special
characteristic of service?
1. tangibility
2. inseparability
3. variability
4. perishability
Kotler / Armstrong 11e, Chapter 8
Which of the following is not a special
characteristic of service?
1. tangibility
2. inseparability
3. variability
4. perishability
Kotler / Armstrong 11e, Chapter 8
_____ 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.
1. Internal
2. Interactive
3. Impression
4. Service
Kotler / Armstrong 11e, Chapter 8
_____ 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.
1. Internal
2. Interactive
3. Impression
4. Service