This document contains 10 review questions about product strategy concepts from a chapter. The questions cover topics like the key elements of the marketing mix, product differentiation, levels in a customer-value hierarchy, functions of packaging and labels, and examples of product and brand relationships.

1. REVIEW QUESTIONS FOR CHAPTER 12 SETTING PRODUCT STRATEGY Anna Sofia Victoria S. Fajardo, MD June 2010

2. QUESTION #1 1. ________________ is the first and most important element of the marketing mix. a. Price b. Services c. Product d. Quality

3. QUESTION #2 2. _________________ is all of the activities of designing and producing the container for the product. a. Labeling b. Differentiation c. Packaging d. Branding

4. QUESTION #3 3. All of the following constitute the 5 Product Levels of a customer-value hierarchy, EXCEPT ? a. Core benefit b. Basic product c. Promotional product d. Expected product

5. QUESTION #4 3. All of the following are examples of product differentiation, EXCEPT ? a. Form b. Durability c. Capability d. Features

6. QUESTION #5 5. A product is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas. a. True b. False

7. QUESTION #6 6. Reliability is a measure of the ease of fixing a product when it malfunctions or fails. a. True b. False

8. QUESTION #7 7. In medical practice, before a patient chooses a doctor, which of the following is MOST LIKELY to be taken into consideration? a. Core benefit – health care b. Basic product – medical management c. Expected product – good service d. Augmented product – all of the above plus a pleasing personality & appearance e. Potential product – all of the above plus personal relationship with patient

9. QUESTION #8 8. Packaging can be used as a marketing tool. An effective package must perform which of the following functions? a. Attract attention b. Describe product’s features c. Create consumer confidence d. Make favorable overall impression e. All of the above

10. QUESTION #9 9. Which of the following functions is/are performed by labels which are important in administering drugs? a. Identifies product or brand – generic and/or brand of medicine (Paracetamol/Biogesic) b. Describe the product – action of the drug (e.g. anti-pyretic) c. Promote the product – advertisements on packaging d. All of the above

11. QUESTION #10 9. In the health allied and medical universities, there are different colleges and department such as the College of Medicine, College of Dentistry, College of Nursing, College of Pharmacy, etc. This is an example of which of the following product and brand relationships? a. Product hierarchy b. Product systems c. Product mix d. Product-line analysis

12. REVIEW QUESTIONS FOR CHAPTER 12 SETTING PRODUCT STRATEGY Anna Sofia Victoria S. Fajardo, MD June 2010