25 May Question GENERAL CONCEPT QUESTIONS
Question
GENERAL CONCEPT QUESTIONS
Multiple Choice
1. Marketing planning begins with the formulation of an offering to ________ target customers’ needs or wants.
a. undermine
b. meet
c. capture
d. compete with
e. comprehend
2. The customer will judge the offering by three basis elements: ________, services mix and quality, and price.
a. performance
b. salespeople
c. price
d. product features and quality
e. none of the above
3. The five product levels constitute a ________. At each level more customer value is added.
a. customer-augmented product
b. customer consumption system
c. customer value-hierarchy
d. customer-perceived value
e. customer hierarchy
:
4. When companies search for new ways to satisfy customers and distinguish their offering from others, they look at the ________ product, which encompasses all the possible augmentations and transformations of the product.
a. consumption system
b. expected
c. potential
d. augmented
e. basic
5. The way the user performs the tasks of getting and using products and related services is the user’s total ________.
a. consumption system
b. consumable system
c. consistent use system
d. augmented system
e. none of the above
6. Marketers have traditionally classified products on the basis of three characteristics: ________, tangibility, and use.
a. customer value hierarchy
b. expected
c. augmented
d. durability
e. none of the above
7. ________ are tangible goods that normally survive many uses.
a. Nondurable goods
b. Durable goods
c. Services
d. Consumption systems
e. Potential products
8. Because ________ are purchased frequently, marketers should make them available in many locations, charge only a small markup, and advertise heavily to induce trial and build preference.
a. nondurable goods
b. durable goods
c. services
d. consumption systems
e. potentil products
9. The consumer usually purchases ________ frequently, immediately, and with a minimum of effort.
a. specialty goods
b. shopping goods
c. “must haves” goods
d. personal goods
e. convenience goods
10. It was sunny when Jenny went to class, but by the time class was over it was raining heavily, so Jenny stopped by the student store to buy an umbrella before she walked back to her dorm. In this case, the umbrella is an example of a(n) ________.
a. impulse good
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