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- 1. Multiple Choice
Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is ________, which addresses the question, "What is the buyer really buying?"
an actual product
an augmented product
core customer value
co-branding
exchange value
- 2. Multiple Choice
________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
Liabilities
Services
Brands
Consumer products
Specialty products
- 3. Multiple Choice
________ are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.
Unsought products
Capital items
Shopping products
Convenience products
Supplies and repair services
- 4. Multiple Choice
________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment.
Unsought products
Convenience products
Capital items
Specialty items
Repair items
- 5. Multiple Choice
________ marketing consists of activities undertaken to create, maintain, or change the attitudes and behaviors of target consumers toward an organization.
Social network
Organization
Niche
Location
Concentrated
- 6. Multiple Choice
The ________ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.
length
depth
consistency
width
height
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