REVIEW QUESTIONS FOR CHAPTER 12

SETTING PRODUCT STRATEGY

Anna Sofia Victoria S. Fajardo, MD

June 2010

QUESTION #1

1.________________ is the first and most important element of the marketing mix.

a.Price

b. Services

c.Product

d. Quality

QUESTION #2

2._________________ is all of the activities of designing and producing the container for the product.a.Labelingb. Differentiationc.Packagingd. Branding

QUESTION #3

3.All of the following constitute the 5 Product Levels of a customer-value hierarchy, EXCEPT?a.Core benefit

b.Basic product

c.Promotional product

d.Expected product

QUESTION #4

3.All of the following are examples of product differentiation, EXCEPT?a.Form

b.Durability

c.Capability

d.Features

QUESTION #5

5. A product is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas.a.True

b.False

QUESTION #6

6. Reliability is a measure of the ease of fixing a product when it malfunctions or fails.a.True

b. False

QUESTION #7

7. In medical practice, before a patient chooses a doctor, which of the following is MOST LIKELY to be taken into consideration?a. Core benefit – health careb. Basic product – medical managementc. Expected product – good serviced. Augmented product – all of the above plus a pleasing

personality & appearancee. Potential product – all of the above plus personal

relationship with patient

QUESTION #8

8. Packaging can be used as a marketing tool. An effective package must perform which of the following functions?a.Attract attentionb.Describe product’s featuresc.Create consumer confidenced.Make favorable overall impressione.All of the above

QUESTION #9

9. Which of the following functions is/are performed by labels which are important in administering drugs?a. Identifies product or brand – generic and/or brand of

medicine (Paracetamol/Biogesic)

b. Describe the product – action of the drug (e.g. anti-pyretic)

c. Promote the product – advertisements on packaging

d. All of the above

QUESTION #10

9. In the health allied and medical universities, there are different colleges and department such as the College of Medicine, College of Dentistry, College of Nursing, College of Pharmacy, etc. This is an example of which of the following product and brand relationships?a. Product hierarchyb. Product systemsc. Product mixd. Product-line analysis

REVIEW QUESTIONS FOR CHAPTER 12

SETTING PRODUCT STRATEGY

Anna Sofia Victoria S. Fajardo, MD

June 2010