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