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1、PrinciplesofMarketing,16e(Kotler)Chapter8Products,Services,andBrands:BuildingCustomerValue1)Whichofthefollowingistruewithregardtoproducts?A)Thequalityofproductsisfarmoredifficulttomeasurethanthatofservices.B)Productsdonotincludeexperiences,organizations,persons,places,and
2、ideas.C)Productsarenotmeantforsaleinthemarket.D)Productsincludeservices,events,persons,places,organizations,ideas,oramixtureofthese.E)Productsrefertoonlythoseactivitiesthatareessentiallyintangible.Answer:DAACSB:AnalyticalthinkingSkill:ConceptObjective:LO8.1:Defineproducta
3、nddescribethemajorclassificationsofproductsandservices.Difficulty:Easy2)________areaformofproductthatconsistsofactivities,benefits,orsatisfactionsofferedforsalethatareessentiallyintangibleanddonotresultintheownershipofanything.A)LiabilitiesB)ServicesC)BrandsD)Consumerprod
4、uctsE)SpecialtyproductsAnswer:BAACSB:AnalyticalthinkingSkill:ConceptObjective:LO8.1:Defineproductanddescribethemajorclassificationsofproductsandservices.Difficulty:Easy3)Whichofthefollowingexemplifiesaservice?A)candyB)laptopC)retailD)carE)laundrydetergentAnswer:CAACSB:Ana
5、lyticalthinkingSkill:ConceptObjective:LO8.1:Defineproductanddescribethemajorclassificationsofproductsandservices.Difficulty:Moderate48Copyright©2016PearsonEducation,Inc.4)Marketingmixplanningbeginswith________.A)buildinganofferingthatbringsvaluetotargetcustomersB)findinga
6、suitablepromotionstrategyfortheproductC)settingareasonablepricefortheproductD)selectingtherightchannelfordistributionoftheproductE)calculatingthetotalcostsinvolvedinmanufacturingtheproductAnswer:AAACSB:ApplicationofknowledgeSkill:ConceptObjective:LO8.1:Defineproductanddes
7、cribethemajorclassificationsofproductsandservices.Difficulty:Moderate5)Whichofthefollowingistruewithregardtoservices?A)Servicesrefertopurelytangibleproducts.B)Servicesareaformofproductthatconsistsofactivities,benefits,orsatisfactionsofferedforsale.C)Servicescanbestoredfor
8、lateruse.D)Servicescanbeeasilyseparatedfromtheirproviders.E)Servicesaretangibleproductofferingsw
