【正文】 ng goodsc. Heterogeneous shopping goodsd. Specialty goodse. None of the above Answer: b Page: 374 Level of difficulty: Medium12. Examples of products such as insurance, cemetery plots, and smoke detectors, are examples of ________ that are products that the consumer does not know about or does not normally think of buying. a. specialty goodsb. unsought goodsc. heterogeneous shopping goodsd. homogeneous shopping goods e. none of the above Answer: b Page: 374 Level of difficulty: Hard13. Industrialgoods can be classified in terms of how they enter the production process and their relative costliness. We can distinguish three groups of industrial goods: ________, capital items, and suppliers and business services. a. service ponentsb. subassembliesc. pieces and partsd. specialty goodse. materials and partsAnswer: e Pages: 374–375 Level of difficulty: Medium14. Materials and parts are goods that enter the manufacturer’s product pletely. They fall into two classes: ________, and natural products. a. ponent parts b. raw materialsc. farm productsd. ponent materialse. none of the above Answer: b Page: 374 Level of difficulty: Easy15. Capital items are longlasting goods that facilitate developing or managing the finished product. They include two groups: installations and ________. a. natural productsb. ponent materials c. operating suppliesd. equipmente. none of the aboveAnswer: d Page: 375 Level of difficulty: Medium16. Supplies and business services are shortterm goods and services that facilitate ________ or managing the finished product. a. inspecting b. developing c. buildingd. creating e. none of the aboveAnswer: b Page: 375 Level of difficulty: Easy 17. Many products can be differentiated in terms of its ________,—size, shape, or physical structure. a. form b. performance quality c. conformance quality d. reliability e. designAnswer: a Page: 376 Level of difficulty: Easy18. Most products can be offered with varying ________ that supplement its basic function. a. reliability b. conformance qualitiesc. features d. formse. none of the above Answer: c Page: 376 Level of difficulty: Easy19. ________ is the level at which the product’s primary characteristics operate. a. Design b. Conformance quality c. Reparability d. Performance quality e. None of the aboveAnswer: d Page: 376 Level of difficulty: Easy20. ________ describes the product’s look and feel to the buyer。 (3) specialty goods, which have unique characteristics, or brand identification for which a sufficient number of buyers are willing to make a special purchasing effort。 (3) expected product—a set of attributes and conditions buyers normally expect when they purchase this product。 (4) the augmented product—the marketer exceeds customer expectations。 (2) shopping goods are goods that the consumer in the process of selection and purchase characteristically pares on such bases as suitability, quality, price, and style。 it has an advantage of creating distinctiveness that is/might be difficult to copy. a. Designb. Stylec. Durability d. Conformancee. none of the above Answer: b Page: 377 Level of difficulty: Easy 21. In increasingly fastpaced markets, prices, and technology are not enough. ________ is the factor that will often give a pany its petitive edge and is defined as the totality of features that affect how a product looks and functions in terms of customer requirements. a. Services b. Performance c. Reliability d. Stylee. Design Answer: e Page: 377 Level of difficulty: Hard22. When the physical product cannot be easily differentiated, the key to petitive success may lie in adding valued services and improving their quality. The main service differentiators are ordering ease, delivery, installation, ________, customer consulting, maintenance, and repair. a. customer limiting b. customer ordersc. niche marketing d. customer training e. customer marketing Answer: d Page: 378 Level of difficulty: Hard23. Manufacturers, service providers, and retailers seek new designs to create differentiation and establish a more plete connection with consumers. ________ recognize the emotional power of design and the importance to consumers of how things look and feel. a. Holistic marketers b. Savvy marketersc. Key marketersd. Integrated marketerse. None of the above Answer: a Page: 379 Level of difficulty: Hard 24. Delivery refers to how well the product or service is delivered to the customer. It includes, speed, ________, and care attending the delivery process. a. length of time for delivery b. type of delivery servicesc. attributesd. pletenesse. accuracy Answer: e Page: 378 Level of difficulty: Easy25. ________ refers to the training the customer’s employees to use the vendor’s equipment properly and efficiently. a. Customer trainingb. Internal marketing c. Client marketing d. Customer relationshipse. Technical training Answer: a Page: 379 Level of difficulty: Easy26. ________ refers to data, information systems, and advice services that the seller offers to their buyers. a. Sales force relationships b. Customer relationshipsc. Internal marketing d. Customer training e. Customer consultingAnswer: e Page: 380 Level of difficulty: Easy27. A product hierarchy stretches from basic needs to particular items that satisfy those needs. We can identify six levels of a product’s hierarchy to include all of the following EXCEPT ________. a. need family b. product familyc. product classd. product line e. extended family