1. TOP 10 Learning Questions for Setting Product Strategy - Ch 12 Kristian N. Villapando December 2010 www.kungfukristianvillapando.blogspot.com

2. 1. ________ refers to goods the consumer does not know about or does not normally think of buying. Unsought Goods Unnoticed Goods Unobserved Goods Unseen Goods Concealed Goods www.kungfukristianvillapando.blogspot.com

4. Shopping

5. Specialty

7. Shopping

8. Specialty

10. 2. Downy Airy Fresh, Floral, Rich & Creamy and Scent Free refers to Procter & Gamble’s product mix _________. Width Length Depth Consistency Type www.kungfukristianvillapando.blogspot.com

12. Length

13. Width

15. Length

16. Width

17. Consistencyhttp://www.downy.com/en-US/scents.jspx

18. 2. Downy Airy Fresh, Floral, Rich & Creamy and Scent Free refers to Procter & Gamble’s product mix _________. Width Length Depth Consistency Type www.kungfukristianvillapando.blogspot.com

19. 3. Which of the following is false? Performance is a product differentiator Durability is a product differentiator Style is a product differentiator Delivery is a product differentiator None of the above www.kungfukristianvillapando.blogspot.com

21. Features

22. Customization

23. Performance

24. Conformance

25. Durability

26. Reliability

27. Stylewww.kungfukristianvillapando.blogspot.com

29. Delivery

30. Installation

31. Customer training

32. Customer consulting

33. Maintenance & repair

34. Returnswww.kungfukristianvillapando.blogspot.com

35. 3. Which of the following is false? Performance is a product differentiator Durability is a product differentiator Style is a product differentiator Delivery is a product differentiator None of the above www.kungfukristianvillapando.blogspot.com

36. 4. Which of the following is true? The basic product is the fundamental level where customer value starts to develop. Competition takes place at the expected product level for all markets/countries. Potential product encompasses possible augmentations and transformations a product might undergo. The basic product consists of a set of expected attributes and conditions buyers purchase. All of the above www.kungfukristianvillapando.blogspot.com

37. Five Product Levels www.kungfukristianvillapando.blogspot.com

39. Basic product: level where the service or benefit is turned into a product

40. Expected product: level where basic product meets buyer attributes/conditions expectations (where competition takes place in developing and emerging markets)

41. Augmented product: level where product exceeds customer expectations (where competition takes place in developed countries)

43. 5. Globe offers the iPhone 4 (16GB) unit for free at plan PHP 3,799 for a lock-in period of 24 months. This is what type of Product-Mix Pricing? Two-part pricing Product-bundling pricing Optional-feature pricing Product-line pricing Captive-product pricing www.kungfukristianvillapando.blogspot.com

45. Optional-feature pricing

46. Captive-product pricing

47. Two-part pricing

48. By-product pricing

50. Optional-feature pricing

51. Captive-product pricing: some products require the use of ancillary products; the iPhone 4 in this example is an ancillary product.

52. Two-part pricing

53. By-product pricing

55. 6. San Miguel Corporation’s product portfolio of beverages, food, packaging, agri & feeds and properties is an example of product-mix ________? Consistency Variation Width Size Length www.kungfukristianvillapando.blogspot.com

57. Length, refers to the total number of items in the product mix

58. Depth, refers to how many variants are offered for each product in the line

60. 7. Papers used in producing books is under what type of Industrial Goods Classification? Capital items Supplies & business services Materials and parts Specialty goods Durable goods www.kungfukristianvillapando.blogspot.com

62. Capital items

64. Raw materials

65. Farm products

66. Natural products: lumber, iron ore

67. Manufactured materials

68. Component materials: iron, yarn, cement

70. Installations: factories, offices

71. Equipment: hand tools, personal computers

72. Supplies & business services, short-term goods and services that facilitate developing or managing the finished product

73. Maintenance & repair items: paint, broom

74. Operating supplies: pencils, papers

75. Maintenance & repair services: cleaning, door repairs

77. 8. The following statements are true, except _____. Product map shows which competitors’ items are competing against yours. Product map helps determine possible locations for new items. Product map helps identify market segments. Product map helps in product-line analysis. Helps decide on key areas: product-line length and width. www.kungfukristianvillapando.blogspot.com

79. 9. Occurs when a company goes beyond its current product-line range. Product-line expansion Product-line extension Line Stretching Product Specialization None of the above www.kungfukristianvillapando.blogspot.com

81. 10. The following factors contribute to the emphasis on packaging, except_______. Durability Self-service Consumer affluence Company and brand image Innovation opportunity www.kungfukristianvillapando.blogspot.com

83. Consumer affluence: convenience, appearance, prestige

84. Company & brand image: instant recognition

86. TOP 10 Learning Questions for Setting Product Strategy - Ch 12 Kristian N. Villapando December 2010 www.kungfukristianvillapando.blogspot.com