Name: 
 

ch08


Multiple Choice
Identify the choice that best completes the statement or answers the question.
 

 1. 
Which of the following is not a service characteristic?
a.
Intangibility
b.
Approachability
c.
Perishability
d.
Heterogeneity
e.
Inseperability
 

 2. 
The fundamental point about the principle of heterogeneity is that a service _____
a.
cannot be touched.
b.
cannot be seen.
c.
cannot be stored.
d.
is created at the point of sale.
e.
is rarely the same everywhere it is delivered.
 

 3. 
Product benefits, product attributes and marketing support services combine to form the ____
a.
core product.
b.
augmented product.
c.
extended product.
d.
complete product.
e.
enhanced product.
 

 4. 
Which of the following is not an advantage of product standardisation?
a.
Increased market opportunity
b.
A more rapid recovery of investment
c.
Easier organisational management.
d.
Potentially reduced costs
e.
Economies of scale
 

 5. 
By adopting a totally differentiated approach to product policy through the adaptation of both products and promotion for each market, a firm is engaging in _____
a.
product extension, promotion adaptation.
b.
product invention.
c.
dual adaptation.
d.
product adaptation, promotion extension.
e.
one product one message worldwide.
 

 6. 
How would you categorise the following when evaluating alternative products; brand names, packaging and country of origin?
a.
Extrinsic cues
b.
Intrinsic cues
c.
Outrinsic cues
d.
Ontrinsic cues
e.
Altruistic cues
 

 7. 
Which type of brands focus on a shared philosophy between the customer and brand and on shared associations and emotions, but not necessarily on claims of superiority?
a.
Attitude brands
b.
Attribute brands
c.
Aspirational brands
d.
Experimental brands
e.
Experience brands
 

 8. 
What is the brand value equation?
a.
Costs to customer of brand purchases; divided by benefits received by customer
b.
Costs to customer of brand purchases; divided by the costs of equivalent non-brand purchases
c.
Benefits received by customer; divided by costs to customer of brand purchases
d.
Benefits received by customer; divided by the costs of equivalent non-brand purchases
e.
Purchase satisfaction; divided by post-purchase reinforcement
 

 9. 
What would you call a brand that occurs when one brand supports several products?
a.
Umbrella brand.
b.
Product brand.
c.
Line brand.
d.
Range brand.
e.
Endorsing brand.
 

 10. 
Which of the following is not a non-tariff barrier?
a.
Time
b.
Product standards
c.
Testing or approval procedures
d.
Subsidies for local products
 



 
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