文档介绍：Chapter 8 Product, Services, and Branding Strategies Building Customer Value
Chapter 8 Product, Services, and Branding Strategies: Building Customer Value
1) We define a ________ as anything that can 6>be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need3>.
A) private brand
B) service variability
C) service
D) product
E) service encounter
Answer: D
Diff: 1 Page Ref: 224
AACSB: Communication
Skill: Concept
Objective: 8-1
2) ________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
A) Line extensions
B) Services
C) Brands
D) Consumer products
E) Supplements
Answer: B
Diff: 1 Page Ref: 224
AACSB: Communication
Skill: Concept
Objective: 8-1
3) A product is a key element in the ________. At one extreme, it may consist of pure tangible goods or at the other extreme, pure services.
A) market offering
B) brand equity
C) brand extension
D) co-branding
E) value chain
Answer: A
Diff: 1 Page Ref: 224
AACSB: Communication
Skill: Concept
Objective: 8-1
4) To differentiate themselves, panies are going beyond products and services, they are developing and delivering customer ________.
A) quality
B) experiences
C) brands
D) product lines
E) events
Answer: B
Diff: 2 Page Ref: 224
AACSB: Communication
Skill: Concept
Objective: 8-1
5) Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is the ________, which addresses the question, ;What is the buyer really buying?;
A) actual product
B) augmented product
C) core customer value
D) co-branding
E) exchange
Answer: C
Diff: 2 Page Ref: 225
AACSB: Communication
Skill: Concept
Objective: 8-1
6) The third level of a product that product planners must consider is a(n) ________ around the core benefit and actual product that offers