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Ch 12 setting product strategy maryam eftekhar

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  • 1. Top 10 Learning Questions for
    Setting Product strategy Ch 12
    MaryamEftekhar
    Dec/2/2010
  • 2. 1. At the second level of the customer value hierarchy, the marketer has to turn the _____ into a(n) _____.
    basic product; expected product
    expected product; augmented product
    core benefit; basic product
    basic need; basic product
    basic need; core benefit
  • 3. Five Product Levels
    C
  • 4. 1. At the second level of the customer value hierarchy, the marketer has to turn the _____ into a(n) _____.
    basic product; expected product
    expected product; augmented product
    core benefit; basic product
    basic need; basic product
    basic need; core benefit
  • 5. 2. At the third level of the customer value hierarchy, the marketer prepares a(n) _____, a set of attributes and conditions buyers normally expect when they purchase this product.
    potential product
    expected product
    augmented product
    basic product
    anticipated product
  • 6. Five Product Levels
    B
  • 7. 2. At the third level of the customer value hierarchy, the marketer prepares a(n) _____, a set of attributes and conditions buyers normally expect when they purchase this product.
    potential product
    expected product
    augmented product
    basic product
    anticipated product
  • 8. 3. When a service firm requires both a fixed fee plus a variable usage fee, this is called _____.
    variable pricing
    optional pricing
    captive pricing
    two-part pricing
    bundled pricing
  • 9. Two Part Pricing
    Service firms engage in Two Part Pricing, consisting of a fixed fee plus a variable usage fee.
    Telephone users pay a minimum monthly fee plus charges for calls beyond certain areas.
  • 10. 3. When a service firm requires both a fixed fee plus a variable usage fee, this is called _____.
    variable pricing
    optional pricing
    captive pricing
    two-part pricing
    bundled pricing
  • 11. 4. _____ is defined as all activities of designing and producing the container for a product.
    Designing
    Packaging
    Containerizing
    Shipping
    Marketing
  • 12. Packaging Objectives
    Identify the brand
    Convey descriptive and persuasive information
    Facilitate product transportation and protection
    Assist at-home storage
    Aid product consumption
    We define Packaging as all the activities of designing and producing the container for a product.
    Page 379
  • 13. What is the Fifth P?
    Packaging, sometimes called the fifth P, is all the activities of designing and producing the container for a product.
  • 14. 4. _____ is defined as all activities of designing and producing the container for a product.
    Designing
    Packaging
    Containerizing
    Shipping
    Marketing
  • 15. 5. A refrigerator is an example of a(n) _____.
    staple good
    nondurable good
    durable good
    industrial good
    non-consumer good
  • 16. Durability and Tangibility
    Nondurable
    goods
    Services
    Durable
    goods
  • 17. Durable good
    Tangible goods that normally survive many uses; Refrigerators, machine tools, and clothing.
    Durable products normally require more personal selling and service, command a higher margin, and require more seller guarantees.
  • 18. 5. A refrigerator is an example of a(n) _____.
    staple good
    nondurable good
    durable good
    industrial good
    non-consumer good
  • 19. 6. A Mercedes is an example of a(n) _____ good because interested buyers will travel far to buy one.
    durable
    nondurable
    specialty
    shopping
    unsought
  • 20. Consumer Goods Classification
    Convenience
    Shopping
    Unsought
    Specialty
  • 21. Specialty goods
    Have unique characteristics or brand identification for which a sufficient number of buyers are willing to make a special purchasing effort.
  • 22. 6. A Mercedes is an example of a(n) _____ good because interested buyers will travel far to buy one.
    durable
    nondurable
    specialty
    shopping
    unsought
  • 23. 7. Proctor and Gamble produces many different product lines. This is an example of the _____ of the company's product mix.
    offerings
    consistency
    width
    breadth
    depth
  • 24. Product Systems and Mixes
    Product system
    Product mix
    Product assortment
    Depth
    Length
    Width
    Consistency
  • 25. Depth
    The depth of a product mix refers to how many variants are offered of each product in the lin.
  • 26. 7. Tide produces many different distinct variants like liquid and powder detergant. This is an example of the _____ of the company's product mix.
    offerings
    consistency
    width
    breadth
    depth
  • 27. 8.The number of different product lines that a company carries in its mix is referred to as the _____ of the product mix.
    depth
    length
    width
    breadth
    consistency
  • 28. Width
    The width of a product mix refers to how many different product lines the company carries.
    Proctor and Gamble produces many different product lines
  • 29. 8.The number of different product lines that a company carries in its mix is referred to as the _____ of the product mix.
    depth
    length
    width
    breadth
    consistency
  • 30. 9. A company can classify its products into four types. Which type of product produces a high sales volume and is heavily promoted but has low margins because it is viewed as an undifferentiated commodity?
    core product
    staple product
    specialty product
    convenience items
    shopping goods
  • 31. Product Line Analysis
    Core product
    Staples
    Convenience items
    Specialties
  • 32. Core Products
    Basic laptop computers that produce high sales volume and are heavily promoted but with low margins because they are viewed as undifferentiated commodities.
  • 33. 9. A company can classify its products into four types. Which type of product produces a high sales volume and is heavily promoted but has low margins because it is viewed as an undifferentiated commodity?
    core product
    staple product
    specialty product
    convenience items
    shopping goods
  • 34. 10. A company may wish to enter the high end of the market for more growth, higher margins, or simply to position themselves as full-line manufacturers. This is called a(n) _____.
    two-way stretch
    up-market stretch
    down-market stretch
    sideways stretch
    high-end stretch
  • 35. Line Stretching
    Down-Market Stretch
    Up-Market Stretch
    Two-Way Stretch
  • 36. Up-Market Stretch
    One of the ways a company may stretch its product lines. Here, company may introduce a new product/brand/model on the higher side of the market with more features, more quality, higher price or adding any other new variable.
    The company does to enter the high end of the market for more growth, higher margins, or simply to position itself as full-line manufacturer.
  • 37. 10. A company may wish to enter the high end of the market for more growth, higher margins, or simply to position themselves as full-line manufacturers. This is called a(n) _____.
    two-way stretch
    up-market stretch
    down-market stretch
    sideways stretch
    high-end stretch
  • 38. Top 10 Learning Questions for
    Setting Product strategy Ch 12
    MaryamEftekhar
    Dec/2/2010