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Chapter 12 – Setting Product Strategy

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TOP 10 Learning Questions for Chapter 12 – Setting Product Strategy Ma. Camille V. Villagarcia 23 Sept 2010
1. _____ is the service that the customer is really buying. ,[object Object],[object Object],[object Object],[object Object],[object Object]
Five Product Levels
Core Benefit is the fundamental level! ,[object Object]
1. _____ is the service that the customer is really buying. A. Potential Product B. Expected Product C. Core Benefit D. Basic Product E. Augmented Product
2. ___ are intangible & require more quality control, supplier credibility, & adaptability. ,[object Object],[object Object],[object Object],[object Object],[object Object]
Durability and Tangibility Durable Goods Nondurable Goods Services
Marketing-mix Strategy of Product Types Nondurable – availability in many locations, small markup, heavy advertisement Durable – personal selling & service, higher margin, more seller guarantee Service – more quality control, supplier credibility, adaptability
2. ___ are intangible & require more quality control, supplier credibility, & adaptability. A. Nondurable goods B. Industries C. Durable goods D. Brands E. Services
3. The following show the importance of DESIGN in product differentiation except for: ,[object Object],[object Object],[object Object],[object Object],[object Object]
Product Differentiation Design Conformance Style Performance Repairability Customization Reliability Features Durability Product Form
Importance of Design in Product Differentiation ,[object Object],[object Object],[object Object],[object Object],[object Object]
3. The following show the importance of DESIGN in product differentiation except for: A. Provides competitive edge B. Gives consumers variety of choices C. Affects the totality of features D. Compelling for start-up companies E. Positions company’s products & designs
4. The following are the main Service Differentiators except for: ,[object Object],[object Object],[object Object],[object Object],[object Object]
Service Differentiation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
4. The following are the main Service Differentiators except for: A. Customer Service B. Installation C. Repair D. Ordering Ease E. Delivery
5. Which of the following is false? ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Product Hierarchy Item Product type Product line Product class Product family Need family
The Product Hierarchy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
5. Which of the following is false? A. Product family satisfy a core need with reasonable effectiveness. B. Need family is the core need that underlies the existence of a product family. C. Product line shares one of several possible forms of the product. D. Product class is also know as product category. E. Product class is a group w/in product family recognized as having a certain functional coherence.
6. Which is not true about Packaging? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Packaging Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object]
6. Which is not true about Packaging? A. It contributes to instant recognition of the company and brand. B. Must attract attention, describe product features, create consumer confidence, & make favorable overall impression. C. Helps consumers to store the product. D. B and C E. None of the above.
7. Blackberry introduced and used BBM as what type of product differentiation? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Product Differentiation Design Conformance Style Performance Repairability Customization Reliability Features Durability Product Form
Feature ,[object Object],[object Object]
7. Blackberry introduced and used BBM as what type of product differentiation? ,[object Object],[object Object],[object Object],[object Object],[object Object]
8. The new ‘Tide with power of Safeguard’ is an example of what type of co-branding? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Co-Branding ,[object Object],[object Object],[object Object],[object Object]
8. The new ‘Tide with power of Safeguard’ is an example of what type of co-branding? ,[object Object],[object Object],[object Object],[object Object],[object Object]
9. Apple provides assistance to 1st time buyers/users of the MacBook. This is an example of what type of service differentiation? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Service Differentiation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Training ,[object Object]
9. Apple provides assistance to 1st time buyers/users of the MacBook. This is an example of what type of service differentiation? ,[object Object],[object Object],[object Object],[object Object],[object Object]
10. What type of line stretching did Globe do when it launched TM? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Line Stretching Down-Market Stretch Up-Market Stretch Two-Way Stretch
Line Stretching Down-Market Stretch Up-Market Stretch Two-Way Stretch company from upper/middle market introduces a lower-priced line companies enter the high end of the market to achieve more growth company in middle decide to stretch their line in both directions
10. What type of line stretching did Globe do when it launched TM? ,[object Object],[object Object],[object Object],[object Object],[object Object]
TOP 10 Learning Questions for Chapter 12 – Setting Product Strategy Ma. Camille V. Villagarcia 23 Sept 2010

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Chapter 12 – Setting Product Strategy

  • 1. TOP 10 Learning Questions for Chapter 12 – Setting Product Strategy Ma. Camille V. Villagarcia 23 Sept 2010
  • 2.
  • 4.
  • 5. 1. _____ is the service that the customer is really buying. A. Potential Product B. Expected Product C. Core Benefit D. Basic Product E. Augmented Product
  • 6.
  • 7. Durability and Tangibility Durable Goods Nondurable Goods Services
  • 8. Marketing-mix Strategy of Product Types Nondurable – availability in many locations, small markup, heavy advertisement Durable – personal selling & service, higher margin, more seller guarantee Service – more quality control, supplier credibility, adaptability
  • 9. 2. ___ are intangible & require more quality control, supplier credibility, & adaptability. A. Nondurable goods B. Industries C. Durable goods D. Brands E. Services
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  • 11. Product Differentiation Design Conformance Style Performance Repairability Customization Reliability Features Durability Product Form
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  • 13. 3. The following show the importance of DESIGN in product differentiation except for: A. Provides competitive edge B. Gives consumers variety of choices C. Affects the totality of features D. Compelling for start-up companies E. Positions company’s products & designs
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  • 16. 4. The following are the main Service Differentiators except for: A. Customer Service B. Installation C. Repair D. Ordering Ease E. Delivery
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  • 18. The Product Hierarchy Item Product type Product line Product class Product family Need family
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  • 20. 5. Which of the following is false? A. Product family satisfy a core need with reasonable effectiveness. B. Need family is the core need that underlies the existence of a product family. C. Product line shares one of several possible forms of the product. D. Product class is also know as product category. E. Product class is a group w/in product family recognized as having a certain functional coherence.
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  • 23. 6. Which is not true about Packaging? A. It contributes to instant recognition of the company and brand. B. Must attract attention, describe product features, create consumer confidence, & make favorable overall impression. C. Helps consumers to store the product. D. B and C E. None of the above.
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  • 25. Product Differentiation Design Conformance Style Performance Repairability Customization Reliability Features Durability Product Form
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  • 36. Line Stretching Down-Market Stretch Up-Market Stretch Two-Way Stretch
  • 37. Line Stretching Down-Market Stretch Up-Market Stretch Two-Way Stretch company from upper/middle market introduces a lower-priced line companies enter the high end of the market to achieve more growth company in middle decide to stretch their line in both directions
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  • 39. TOP 10 Learning Questions for Chapter 12 – Setting Product Strategy Ma. Camille V. Villagarcia 23 Sept 2010