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Chapter 12: Setting Chapter 12: Setting Product StrategyProduct Strategy
Chapter 12: Setting Chapter 12: Setting Product StrategyProduct Strategy
Which one of the 4 is not included in the five product levels?
• A. Potential Product
• B. Basic Product
• C. Intense Product
• D. Core Benefit
What are the 3 product classification schemes?
• A. Durability, Tangibility, Use
• B. Tangibility, Flexibility, Adaptation
• C. Durability, Use, Flexibility
• D. Adaptation, Tangibility, Use
Are formal statements of expected product performance by the
manufacturer:
• A. Performance
• B. Durability
• C. Warranty
• D. Reliability
Identify the product hierarchy and its proper order.
• A. Need Family > Product Family > Product Class > Product Line > Product Type >Item
• B. Product Family > Product Class > Need Family > Product Line > Product Type > Item
• C. Product Line > Product Type > Need Family > Product Family > Product Class > Item
Packaging aims for the following objectives except:
• A. Assist at-home storage
• B. Facilitate product transportation and protection
• C. Convey descriptive and persuasive information
• D. Build consumer loyalty
How do marketers classify their products?
• A. Needs, Wants, Seasonal
• B. Durability, Tangibility, Use
• C. Core, Staple, Specialty, Convenience
• D. Features, Quality, Attractiveness, Value
Which of the following statements regarding the 3 classification
schemes is false?
• A. Industrial Goods are classified by: Materials and Parts, Capital Items, Supplies
• B. Consumer Goods are classified by: Convenience, Specialty, Shopping, Unsought
• C. Durability and Tangibility are classified by: Nondurable Goods, Durable Goods, Services
• D. None of the above
All the activities of designing and producing the container for a
product.
• A. Specialization
• B. Presentation
• C. Packaging
• D. Differentiation
Identifies, Describes, Grades and Promotes, are functions of:
• A. Packaging
• B. Products
• C. Price
• D. Labels
The totality of features that affect how a product look, feels, function in
terms of customer requirements
• A. Specialization
• B. Differentiation
• C. Product Assortment
• D. Consistency