| Question |
Answer |
| Products and services fall into two broad classifications based on the type of consumers who use them. Which one is the broad class? |
industrial products |
| Public health campaigns to get rid of alcoholism, drug abuse, smoking, and etc are examples of |
social marketing |
| These are industrial products that aid in the buyer's productions or operations, including installations and accessory equipment. |
capital items |
| most manufactured materials and parts are sole directly to |
industrial users |
| a product is the key element in ______. At one extreme it may consists of tangible goods or at the other extreme, pure services. |
market offering |
| which of the following types of quality refers to freedom from defects and consistency in delivering a target level of performance? |
conformance |
| Product planners must design the actual product and find ways to _______ it in order to create the bundle of benefits that will provide the most satisfying customer experience. |
augment |
| _____m is one of the marketer's major positioning tools because it has a direct impact on the product or service performance; it s therefore closely linked to customer value and satisfaction. |
product quality |
| what are the two dimensions of product quality? |
consistency and level |
| _______ consists of activities undertaken to create, maintain, or change attitudes toward particular people. |
person marketing |
| Ryanair offers free flights and cheap flights, but charges for baggage and on flight drinks. What is Ryanair's pricing method? |
low cost pricing |
| Product costs set a(n) __________ to a product's price |
floor |
| to maintain and increase a company's _____, a firm must retain or build the value of its marketing offer. |
pricing power |
| _______ involves attaching features and services to differentiate a company's offers and to support charing higher prices. |
value-added pricing |
| in ______, price is considered along with the other marketing mix variables before the marketing program is set. |
value-based pricing |
| _____ involves charging a constant, everyday low price with few or no temporary price discounts. |
EDLP |
| ______ is an important element in the marketing mix. It is the only element that does not represent costs. |
price |
| which of the following is a customer-oriented approach to pricing? |
value-based pricing |
| Underpriced products sell very well, but they produce less revenue they would have if price were raised to the _______ level. |
perceived |
| Rent, electricity, and executive salaries are examples of ______ |
fixed costs |
| consumer perceptions of the product's value set the _____ for prices. |
ceiling |
| _______ uses buyers' perceptions of what a product is worth, not the seller's cost, as the key to pricing. |
value-based pricing |
Buen Viaje lv.2 ch 8
