Marketing 205 - Applied Marketing Strategies » Winter 2023 » Chapter 6

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Question #1
How is a product related to an offering?
A.   A product is a part of an offering.
B.   A product is the same thing as an offering.
C.   A product is a symbol that identifies an offering.
Question #2
Mikayla goes to the mall and purchases a pack of socks from a clothing store, a massage from a spa kiosk, and a cell phone case from an accessories store. Which of her purchases is a service?
A.   the socks
B.   the cell phone case
C.   the massage
Question #3
What is an intangible service benefit that you receive with the purchase of a standard can of soup?
A.   the external packaging of the soup
B.   the choice of how to purchase the soup
C.   the meat and vegetables in the soup
Question #4
Which dimension of the RATER model refers to the amount of trust the consumer can have in the service provider’s promises?
A.   reliability
B.   guarantees
C.   assurance
Question #5
A customer calls a company to complain about a defective item she purchased, and a customer service representative refunds her and sends her a new item. Which dimension of the RATER model does this illustrate?
A.   reliability
B.   tangibility
C.   responsiveness
Question #6
What is the name for the marketing approach that emphasizes the total offering rather than focusing on the physical product?
A.   service-dominant
B.   total-package
C.   integrated-product
Question #7
If you purchase an iPhone from Apple, you will also receive AppleCare, which provides 90 days of phone support for your device and a one-year warranty on hardware. AppleCare is an example of which of the following?
A.   augmented product
B.   core product
C.   extended product
Question #8
What is a key advantage of the service-dominant approach to marketing?
A.   It allows customers to consider the services that come with products.
B.   It allows marketers to consider what services it takes for the customer to acquire the offering.
C.   It integrates the product, price, and service dimensions of an offering.
Question #9
What does the sharing economy allow owners of assets to do?
A.   share the burden of owning their assets with others
B.   exchange the use of their assets for money or other services
C.   sell their assets for an extremely high price
Question #10
What is a product’s technology platform?
A.   the technology at the core of the product
B.   the technology of the first version of the product
C.   the technology of the product’s upgrades
Question #11
What is the term that describes a group of related offerings sold by the same company?
A.   product group
B.   product mix
C.   product line
Question #12
Based on the product levels graphic, what is the offering level of smartphones?
A.   product line
B.   product category
C.   technology platform
Question #13
The categories of consumer offerings are a function of which of the following?
A.   how profits will likely be affected by the offering
B.   how consumers want to purchase the offering
C.   how marketers design and present the offering
Question #14
Mario has a craving for something salty and decides to buy some potato chips. He goes to a gas station and buys a pack of potato chips without looking at the brand. For Mario, potato chips are which type of offering?
A.   impulse
B.   shopping
C.   convenience
Question #15
Which marketing position is associated with consumer marketing companies but not B2B companies?
A.   product manager
B.   personnel manager
C.   brand manager
Question #16
Which marketing position is responsible for multiple brands?
A.   category manager
B.   product manager
C.   brand manager
Question #17
What is a vertical market?
A.   B2B customers in a certain industry
B.   consumer markets in a certain region
C.   retail customers in certain stores
Question #18
According to the blog entry, how does branding attract target buyers?
A.   by giving a product a name that target buyers remember
B.   by linking a product with colors that target buyers recognize
C.   by creating a product identity that target buyers relate to
Question #19
Why do many direct-to-consumer (DTC) businesses refuse to sell on Amazon?
A.   They can’t reach the number of customers needed to be profitable.
B.   They can’t achieve the customer experience that their brand is meant to create.
C.   They can’t deliver their products as quickly as their customers have come to expect.
Question #20
According to the blog entry, which two things must match for a product to be successful?
A.   the messaging and the interest of customers
B.   the branding and the merits of the product
C.   the marketing and the money spent on the product
Question #21
According to Simon Sinek, what motivates consumers to buy a company’s product?
A.   the reason the company makes the product
B.   the way the company makes the product
C.   the features of the product the company makes
Question #22
What does a business appeal to when it talks about why it creates its products?
A.   the consumer’s intellect
B.   the consumer’s memory
C.   the consumer’s emotions
Question #23
What does a perceptual map show?
A.   a product’s popularity ranking among customers
B.   the amount of a product that has been sold over time
C.   where a product stands among its competitors
Question #24
What term describes a catchphrase designed to sum up the essence of a product?
A.   perceptual map
B.   positioning
C.   tagline
Question #25
What is a category disruptor?
A.   a business that redefines a category
B.   a business that gives a category a bad reputation
C.   a business that cannot be categorized
Question #26
According to the article, what is the first step a business should take to identify its competitors?
A.   talk to its customers
B.   survey its employees
C.   research its industry
Question #27
Why should competitor analysis be updated periodically?
A.   Research methods change frequently.
B.   Research only reflects a point in time.
C.   Research results might be unreliable.

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