Designing and managing Products - Quiz

1. Product mix width refers to

Number of customers

Number of product lines a company offers

Depth of each product line

Number of versions of a product

2. Product line stretching means

Adding products beyond the current range

Creating unrelated offerings

Reducing product features

Launching seasonal products

3. The augmented product includes

Additional services and benefits beyond the core and actual product

Brand awareness

Only tangible features

The factory price

4. Shopping products are typically

Compared on price, quality, and style before purchase

Bought frequently and immediately

Always low-priced

Purchased impulsively

5. Convenience products are characterized by

Specialized buying effort

Long decision-making time

High involvement and comparison

Frequent purchase and low effort

6. Unsought products are

Regularly purchased goods

Seasonal items

Products consumers do not think about until a need arises

Brand-loyal items

7. A product is best defined as

Anything that can be offered to a market to satisfy a want or need

A service with no physical form

Only a tangible good

A physical item with packaging

8. In Kotler’s classification, consumer products are categorized by

Durable, non-durable, and service products

Basic, enhanced, and digital goods

Industrial, commercial, and luxury goods

Convenience, shopping, specialty, and unsought goods

9. The core benefit of a product represents

The distribution channel

The basic need or problem-solving benefit

The packaging design

The pricing strategy

10. Product line refers to

Competitor’s portfolio

All products of a company

Only premium products

A group of related products under one brand offered by a firm

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