25 May Question Product Concepts 15. A(n) _____ is a concept, philosophy, or image
Question
Product Concepts
15. A(n) _____ is a concept, philosophy, or image.
a) product
b) good
c) idea
d) service
e) issue
16. MADD (Mothers Against Drunk Driving) is a nonprofit organization that primarily markets
a) services.
b) ideas.
c) goods.
d) tangible products.
e) features.
17. According to the text, a product is defined as
a) anything the customer receives in an exchange.
b) the physical object the customer receives in an exchange.
c) the service that is rendered to a customer.
d) the idea that the customer receives in an exchange.
e) goods and services the customer receives in an exchange.
18. To make intangible products more tangible or real to the consumer, marketers often
a) use low prices on intangible goods.
b) use symbols or cues to help symbolize product benefits.
c) use external reference prices.
d) use multiple channels of distribution.
e) offer more support services with such products.
19. Which of the following best illustrates how a firm can use a symbol to make an intangible product more tangible?
a) McDonald’s arches
b) Mercedes Benz emblem
c) Nike swoosh
d) Traveler’s Insurance umbrella
e) Arrows on Wrigley gum packages
20. A light bulb can be considered all of the following except
a) a consumer product.
b) a business product.
c) either a consumer product or a business product.
d) a business product if it is used to light an assembly line in a factory.
e) a consumer product if it is used to light the office of the board of directors.
21. Products are classified as being business or consumer products according to the
a) goals of the organization.
b) buyer’s intended use of the product.
c) seller’s intended use of the product.
d) location of use.
e) types of outlets from which they are purchased.
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