Benha University, Faculty of Business

Department: Business Administration

Academic Year: 2023-2024
Level:1st Grade
Benha and Obour Campus
Marketing and Sales Management
(BUS121)
Tutorial ( ) 0n Chapter (8)
Products, Services, and Brands: Building Customer Value

Choose the correct answers for the following questions.

1) Which of the following is true with regard to products?

A) The quality of products is far more difficult to measure than that of services.
B) Products do not include experiences, organizations, persons, places, and ideas.
C) Products are not meant for sale in the market.
D) Products include services, events, persons, places, organizations, ideas, or a mixture of
these.
E) Products refer to only those activities that are essentially intangible.
Answer: D

2) 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.
A) Liabilities
B) Services
C) Brands
D) Consumer products
E) Specialty products
Answer: B

3) Which of the following exemplifies a service?

A) candy
B) laptop
C) hair salon
D) car
E) laundry detergent
Answer: C

4) Marketing mix planning begins with .

A) building an offering that brings value to target customers
B) finding a suitable promotion strategy for the product
C) setting a reasonable price for the product
D) selecting the right channel for distribution of the product
E) calculating the total costs involved in manufacturing the product

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 Answer: A

5) Market offering includes everything from pure tangible goods to pure services, as well as
combinations of goods and services. Which of the following is NOT a product or service?
A) breakfast cereal
B) rental car
C) free concert
D) shoes
E) haircut
Answer: C

6) Which of the following is true with regard to services?

A) Services refer to purely tangible products.
B) Services are a form of product that consists of activities, benefits, or satisfactions offered for
sale.
C) Services can be stored for later use.
D) Services can be easily separated from their providers.
E) Services are tangible product offerings whose quality can be easily measured.
Answer: B

7) Which of the following is an example of a pure tangible good?

A) a laptop with a comprehensive warranty for three years
B) an online shoe retailer that provides free home delivery
C) an agency that offers free legal advice
D) a credit card
E) a bag of potato chips
Answer: E

8) Which of the following product offerings is intangible?

A) a package of laundry detergent
B) an ink cartridge for a printer
C) a wool jacket
D) a gold ring
E) a taxi ride
Answer: E

9) Which of the following is a goods-and-services combination?

A) a bicycle
B) a milk shake at an ice cream store
C) chocolate chips
D) a train ride
E) a music lesson
Answer: B

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10) 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, "Whatis
the buyer really buying?"
A) an actual product
B) an augmented product
C) core customer value
D) co-branding
E) exchange value
Answer: C

11) Product planners need to consider products and services on three levels. At the second
level, product planners must .
A) offer additional product support and after-sale services
B) identify the core customer value that consumers seek from the product
C) turn the core benefit into an actual product
D) find out how they can create the most satisfying brand experience
E) define the problem-solving benefits or services that consumers seek
Answer: C

12) If a consumer purchases a new flat-screen "smart" television which can connect to services
like Netflix and Pandora, what is the core customer value involved?
A) connection to entertainment and information
B) state-of the art technology
C) slick and attractive packaging
D) brand name
E) tech support and warranty
Answer: A

13) If a consumer purchases a new flat-screen "smart" television, what is the augmented
product involved?
A) connection to the world of entertainment
B) state-of the art technology
C) slick and attractive packaging
D) brand name
E) tech support and warranty
Answer: E

14) Product planners need to consider products and services on three levels. At the third level,
product planners must build .
A) an actual product
B) an augmented product
C) core customer value

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D) a brand personality
E) a basic product
Answer: B

15) What is the core customer value a customer might purchase when buying Urban Decay
cosmetics?
A) variety of collections
B) unique packaging
C) unusual colors
D) sense of adventure
E) long-lasting makeup
Answer: D

16) are industrial products.

A) Major appliances
B) Laundry detergents
C) Life insurance policies
D) Office supplies
E) Legal services
Answer: D

17) Consumer products refer to .

A) products purchased by consumers for further processing or for use in conducting a business
B) products and services bought by final consumers for personal consumption
C) primarily intangible offerings from marketers
D) raw materials as well as manufactured materials and parts
E) products that aid in the consumer's production or operations, including installations and
accessory equipment
Answer: B

18) are consumer products and services that customers usually buy frequently,
immediately, and with minimal comparison and buying effort.
A) Unsought products
B) Capital items
C) Shopping products
D) Convenience products
E) Supplies and repair services
Answer: D

19) Which of the following is an example of a convenience product?

A) fast food
B) diamond ring
C) furniture
D) life insurance
E) refrigerator
Answer: A
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20) are less frequently purchased consumer products and services that customers
compare carefully on suitability, quality, price, and style.
A) Shopping products
B) Convenience products
C) Unsought products
D) Capital items
E) Supplies and repair services
Answer: A

21) Which of the following is NOT a category of consumer products?

A) unsought
B) specialty
C) convenience
D) luxury
E) shopping
Answer: D

22) Erica wants to replace her old washing machine with a new one. In order to get the
maximum value for her money, she plans to spend substantial time and effort in gathering
information and making product comparisons before making the actual purchase. In this
instance, Erica is planning to buy a(n) product.
A) convenience
B) unsought
C) specialty
D) shopping
E) exclusive
Answer: D

23) are consumer products and services with unique characteristics or brand
identification for which a significant group of buyers is willing to make a special purchase
effort.
A) Shopping products
B) Unsought products
C) Specialty products
D) Capital items
E) Convenience products
Answer: C

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24) A hickory rocking chair, handmade by an Amish woodcarver in Lancaster, Pennsylvania,
from locally grown wood, is an example of a .
A) convenience product
B) capital item
C) service
D) specialty product
E) product attribute
Answer: D

25) are consumer products that the consumer either does not know about or knows
about but does not normally think about buying.
A) Specialty products
B) Convenience products
C) Unsought products
D) Shopping products
E) Capital items
Answer: C

26) products are those products purchased for further processing or for use in
conducting a business.
A) Unsought
B) Specialty
C) Shopping
D) Industrial
E) Convenience
Answer: D

27) are the major marketing factors in the sale of most manufactured materials and
parts.
A) Branding and advertising
B) Price and service
C) Sales promotion and advertising
D) Branding and packaging
E) Public relations and brand management
Answer: B

28) are industrial products that aid in the buyer's production or operations, including
installations and accessory equipment.
A) Unsought products
B) Convenience products
C) Capital items
D) Specialty items
E) Repair items
Answer: C

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29) Installations consist of .
A) highly priced luxury goods such as Rolex watches
B) portable office equipment such as computers
C) major purchases such as elevators
D) portable factory equipment such as hand tools
E) products such as insurance
Answer: C

30) Lubricants, coal, paper, and pencils are examples of .

A) operating supplies
B) capital items
C) raw materials
D) specialty products
E) installations
Answer: A

31) Industrial products and services include raw materials, buildings, fixed equipment, supplies,
services, and .
A) computers and desks
B) electricity
C) groceries
D) insurance
E) employees
Answer: A

32) marketing consists of activities undertaken to create, maintain, or change the

attitudes and behaviors of target consumers toward an organization.
A) Social network
B) Organization
C) Niche
D) Location
E) Concentrated
Answer: B

33) The advertising slogan, "We bring good things to life," used by General Electric to market
itself, is an example of marketing.
A) person
B) corporate image
C) internal
D) place
E) niche
Answer: B

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34) marketing consists of activities undertaken to create, maintain, or change
attitudes toward particular people. People ranging from presidents, entertainers, and sports
figures to professionals such as doctors, lawyers, and architects use it to build their reputations.
A) Corporate image
B) Person
C) Social
D) Organization
E) Place
Answer: B

35) A company that uses well-known celebrities to help sell its products is using
marketing.
A) interactive
B) internal
C) social
D) person
E) organization
Answer: D

36) marketing involves activities undertaken to create, maintain, or change attitudes

toward particular cities, states, or regions.
A) Idea
B) Place
C) Organization
D) Social
E) Interactive
Answer: B

37) Tourism Australia's global marketing campaign, "There's nothing like Australia" is an
example of marketing.
A) corporate image
B) person
C) organization
D) internal
E) place
Answer: E

38) Advertising campaigns involving issues ranging from health care, education, and
environmental sustainability to human rights and personal safety can be classified under
marketing.
A) corporate image
B) internal
C) social
D) place
E) person
Answer: C
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39) Elmo Inc., a Michigan-based manufacturer of athletic shoes, uses professional athletes in its
ad campaigns to help sell its products. This is an example of marketing.
A) person
B) place
C) social
D) organization
E) internal
Answer: A

40) Public health campaigns designed to reduce alcoholism, drug abuse, smoking, and obesity
are all examples of marketing.
A) internal
B) social
C) organization
D) person
E) place
Answer: B

41) Rhodia invites tourists from all over the world to experience its pristine nature, clear skies,
and beautiful summertime climate. This exemplifies .
A) corporate image marketing
B) social marketing
C) place marketing
D) social engineering
E) negative brand equity
Answer: C

42) A service refers to an activity, benefit, or satisfaction offered for sale that is essentially
intangible and does not result in the ownership of anything.
Answer: TRUE

43) Unsought products are products that the customer usually buys frequently, immediately,
and with a minimum of comparison and buying effort.
Answer: FALSE

44) Convenience products are less frequently purchased consumer products and services that
customers compare carefully on suitability, quality, price, and style.
Answer: FALSE

45) The augmented product is the actual product plus the various services and benefits offered
with it, such as a warranty, free delivery, installation, and maintenance.
Answer: TRUE
46) Specialty products are consumer products and services that customers evaluate on
suitability, quality, price, and style, by gathering information and making comparisons.
Answer: FALSE
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47) Developing a product or service involves defining the benefits that it will offer. These
benefits are communicated and delivered by .
A) product labels
B) product attributes
C) support services
D) product packaging
E) branding
Answer: B

48) Product attributes include all of the following EXCEPT .

A) style
B) design
C) price
D) features
E) quality
Answer: C

49) refers to the characteristics of a product or service that bear on its ability to
satisfy stated or implied customer needs.
A) Brand equity
B) Product quality
C) Product labeling
D) Brand image
E) Brand personality
Answer: B

50) is an approach in which all the company's people are involved in constantly
improving the quality of products, services, and business processes.
A) Business intelligence
B) Quality function deployment
C) Total quality management
D) Brand equity management
E) Product positioning
Answer: C

51) What are the two dimensions of product quality?

A) consistency and level
B) performance and conformance
C) design and innovation
D) conformance and style
E) feature and design
Answer: A

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52) refers to freedom from defects and consistency in delivering a targeted level of
performance.
A) Performance quality
B) Product style
C) Branding
D) Conformance quality
E) Product design
Answer: D

53) Features are a competitive tool for differentiating a company's product from competitors'
products. Which question are companies LEAST likely to ask in a survey of buyers regarding
product features?
A) Which features could we add to improve the product?
B) Which specific features of the product do you like most?
C) How much would (a certain new feature) be worth to you?
D) Which features of the product do you like the least?
E) How do you like the product?
Answer: C

54) Style simply describes the of a product.

A) quality
B) appearance
C) utility
D) durability
E) long-term benefits
Answer: B

55) contributes to a product's usefulness as well as to its looks.

A) Sensational style
B) Good design
C) Quality
D) Consistency
E) Packaging
Answer: B

56) A good design begins with .

A) brainstorming new product ideas
B) making prototypes of the planned product
C) identifying the most suitable and aesthetic packaging
D) brainstorming technical product specifications
E) observing and understanding customers and shaping their product-use experience
Answer: E

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57) Which of the following questions is most important for product designers to consider while
developing a product?
A) Which specific features of the product do customers like most?
B) How does the product appear to buyers?
C) What are the product's technical specifications?
D) How would customers use and benefit from the product?
E) How can the product be packaged to stimulate instant purchase?
Answer: D

58) A is a name, term, sign, symbol, design, or a combination of these, that identifies
the maker or seller of a product or service.
A) feature
B) brand
C) line extension
D) package
E) value chain
Answer: B

59) involves designing and producing the container or wrapper for a product.
A) Packaging
B) Patenting
C) Servicing
D) Co-branding
E) Labeling
Answer: A

60) A product's identifies the product or brand, describes several things about the
product, and promotes the brand.
A) line extension
B) portfolio
C) label
D) design
E) feature
Answer: C

61) Which of the following has become a major packaging concern in recent years?
A) underpackaging
B) legibility of print
C) colors used
D) product safety
E) durability
Answer: D

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62) A label can identify, promote, and the product.
A) sell
B) assemble
C) package
D) brand
E) describe
Answer: E

63) The requires sellers to provide detailed nutritional information on food products.
A) Fair Packaging and Labeling Act of 1966
B) Nutritional Labeling and Educational Act of 1990
C) Glass-Steagall Act
D) Commodity Futures Modernization Act of 2000
E) Federal Trade Commission Act of 1914
Answer: B

64) involves adding more items within the present range of the product line.
A) Market diversification
B) Brand extension
C) Product line filling
D) Upward product line stretching
E) Downward product line stretching
Answer: C

65) Titan Inc., an automobile manufacturer based in Utah, recently added two new models to its
existing line of sedans in order to increase profits and satisfy dealers. This is an example of
.
A) line filling
B) social marketing
C) market diversification
D) negative brand equity
E) person marketing
Answer: A

66) occurs when a company lengthens its product line beyond its current range.
A) Product line filling
B) Product line stretching
C) Co-branding
D) Niche marketing
E) Market diversification
Answer: B

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67) Product mix
A) length
B) height
C) width
D) consistency
E) depth Answer: C

68) Proton Corp. is an automobile manufacturer known for producing efficient, durable, and
low-priced cars. Recently, the company launched a new range of luxury cars to broaden its
market appeal and to add prestige to its existing line of cars. This is an example of .
A) social marketing
B) product line filling
C) product line stretching
D) internal marketing
E) cannibalization
Answer: C

69) Product mix refers to the total number of items a company carries within its
product lines.
A) length
B) depth
C) height
D) width
E) consistency
Answer: A

70) Product mix refers to the number of versions offered for each product in the line.
A) length
B) depth
C) height
D) width
E) consistency
Answer: B

71) 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.
A) length
B) depth
C) consistency
D) width
E) height
Answer: C

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72) A well-known cosmetic company in New York City added new product lines in order to
increase its business. In other words, it .
A) lengthened its existing product line
B) decreased its product line consistency
C) widened its product mix
D) engaged in market diversification
E) engaged in social marketing
Answer: C

73) Companies frequently try to offer the highest possible performance quality level.
Answer: FALSE

74) Style is a larger concept than design. Design simply describes the appearance of a product.
Answer: FALSE

75) Branding decisions include determining a product price.

Answer: FALSE

76) For few companies, the package itself has become an important promotional medium.
Answer: FALSE

77) Labels range from simple tags attached to products to complex graphics that are part of the
packaging.
Answer: TRUE

78) A product line consists of unrelated products that are sold to diverse customer groups.
Answer: FALSE

79) Product line filling is overdone if it results in cannibalization and customer confusion.
Answer: TRUE

80) A company cannot stretch its product line downward.

Answer: FALSE

81) Product mix width refers to the total number of items a company carries within its product
lines.
Answer: FALSE

82) Companies stretch downward to add prestige to their current products.

Answer: FALSE

83) A company's product mix has four important dimensions: width, length, depth, and
consistency.
Answer: TRUE

103) represent(s) consumers' perceptions and feelings about a product and its
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 performance.
A) Product lines
B) Labeling
C) Brands
D) Design
E) Product attributes
Answer: C

104) Brand is the differential effect that knowing the brand name has on customer
response to the product and its marketing.
A) differentiation
B) knowledge
C) equity
D) personality
E) relevance
Answer: C

105) BlueFin canned tuna has higher sales than its unbranded rival, even though the unbranded
tuna costs $0.45 less per can than BlueFin tuna. BlueFin most likely has .
A) an aggressive brand personality
B) high brand equity
C) no brand commitment
D) negative brand equity
E) low brand relevance
Answer: B

106) Which of the following is one of the four consumer perception dimensions used by ad
agency Young & Rubicam to measure brand strength?
A) brand conformance
B) brand consistency
C) brand convenience
D) brand extension
E) brand relevance
Answer: E

107) Brand refers to how consumers feel if a brand meets their needs.
A) differentiation
B) equity
C) dilution
D) esteem
E) relevance
Answer: E

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108) Brand refers to how highly consumers regard and respect the brand.
A) esteem
B) conformance
C) differentiation
D) relevance
E) knowledge
Answer: A

109) After a brief stay at a luxury hotel in Paris, Benjamin Sanders noted that the hotel had kept
every promise it made when he booked the room, meeting all his needs. He added that it was a
"thoroughly comfortable and opulent experience." According to Young & Rubicam's Brand
Asset Valuator, this reflects brand .
A) valuation
B) esteem
C) relevance
D) differentiation
E) knowledge
Answer: C

110) Which of the following is true with regard to brand equity?

A) Brand equity refers to how much consumers know about the brand.
B) High brand equity provides a company with many competitive advantages.
C) A brand has positive brand equity if consumers react less favorably to it than to an
unbranded version.
D) Positive brand equity derives from low brand esteem.
E) The total financial value of a brand can be easily measured.
Answer: B

111) The fundamental asset underlying brand equity is , the value of customer
relationships that the brand creates.
A) the customer mix
B) customer equity
C) the product experience
D) service variability
E) the service encounter
Answer: B

112) Which of the following is the lowest level on which marketers can position their brands in
target customers' minds?
A) beliefs and values
B) product benefits
C) product attributes
D) after-sale services
E) brand equity
Answer: C

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113) The strongest brands are positioned on _.
A) desirable benefit
B) good packaging
C) service inseparability
D) strong beliefs and values
E) product attributes
Answer: D

114) A good brand name should most likely be .

A) trendy
B) complex
C) long
D) conventional
E) distinctive
Answer: E

115) An increasing number of retailers and wholesalers have created their own , also
called store brands.
A) national brand
B) support brand
C) private brand
D) generic brand
E) manufacturer's brand
Answer: B

116) Costco's Kirkland Signature products are an example of a .

A) national brand
B) support brand
C) private brand
D) generic brand
E) manufacturer's brand
Answer: C

117) Which of the following is true with regard to store brands?

A) Store brands have been declining in popularity and strength for more than two decades.
B) Store brands are also known as national brands.
C) Store brands are created and owned by resellers of a product or service.
D) Increasing consumer distrust toward store brands has led to a store-brand slump.
E) Store brands are growing far slower than manufacturer's brands.
Answer: C

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 118) Some companies obtain the rights to use the names or symbols previously created by other
manufacturers for a fee. This process is known as .
A) multibranding
B) positioning
C) segmenting
D) co-branding
E) licensing
Answer: E

119) occurs when two established brand names of different companies are used on
the same product.
A) Market diversification
B) Niche marketing
C) Co-branding
D) Licensing
E) Cannibalization
Answer: C

120) Which of the following is an advantage offered by co-branding?

A) Manufacturers do not have to invest in creating their own brand names with co-branding.
B) Co-branding allows retailers to sell exclusive products that cannot be purchased from
competitors.
C) Co-branding allows a company to expand its existing brand into a category it might
otherwise have difficulty entering alone.
D) Co-branding dilutes brand equity and increases the appeal of store brands.
E) Co-branding does not involve complex legal contracts and licenses.
Answer: C

121) occurs when a company introduces additional items in a given product category
under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes.
A) Line extension
B) Megabranding
C) Interactive marketing
D) Internal marketing
E) Co-branding
Answer: A

122) involves the use of a successful brand name for new or modified products in a
new category.
A) A line extension
B) A product line
C) A brand extension
D) Co-branding
E) Cannibalization
Answer: C

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123) Which of the following is a potential drawback of multibranding?
A) Multibranding tends to decrease brand loyalty.
B) Company resources are likely to be concentrated on a single brand.
C) Multibranding curbs the growth opportunities of established brands.
D) Each brand might obtain only a small market share, and none may be very profitable.
E) Multibranding causes companies to refrain from product diversification.
Answer: D

124) Which of the following strategies involves weeding out weaker brands and focusing
marketing dollars only on brands that can achieve the number one or number two market share
positions with good growth prospects in their categories?
A) megabrand strategies
B) niche marketing strategies
C) social marketing strategies
D) co-branding
E) licensing
Answer: A

125) While advertising campaigns can help create name recognition, brand knowledge, and
perhaps even some brand preference, brands are not maintained by advertising but by
.
A) brand differentiation
B) line extensions
C) brand experiences
D) brand sponsorships
E) brand awareness
Answer: C

126) The total financial value of a brand is brand value.

Answer: TRUE

127) Attributes are the most desirable level for brand positioning because competitors can
easily copy attributes.
Answer: FALSE

128) The strongest brands do not engage customers on a deep, emotional level.
Answer: FALSE

129) A company should strive to build a brand name that becomes identified with the product
category, as Scotch Tape did.
Answer: FALSE

130) Co-branding occurs when retailers and wholesalers create their own store brands.
Answer: FALSE

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131) Line extension refers to extending an existing brand name to new product categories.
Answer: FALSE

132) Multi-branding offers a way to establish different features that appeal to different
customersegments, lock up more reseller shelf space, and capture a larger market share.
Answer: TRUE

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