JMU COB 300 Marketing Final Exam Strunk
2026 Practice Guide
1. Product Anything that can be ottered to a market for attention,
acquisition, use, or consumption that might satisfy a
want or need
2. True or False: Products include phys- True
ical objects but also services, events,
persons, places, orgs, ideas or mix-
tures of these entities
3. True or false: The product and brand True
are usually the first and most basic
marketing consideration
4. Services an activity, benefit, or satisfaction ottered for sale that
is essentially intangible and does not result in the
ownership of anything
(Ex: banking, hotel, airline travel, retail)
5. True or false: Because of their impor- True
tance in the world economy, we give
special attention to services
6. 3 levels of a product or service 1. Core customer value
2. Actual product
3. Augmented product
7. Three levels of a product
8.
, JMU COB 300 Marketing Final Exam Strunk
2026 Practice Guide
core customer value (what is the The core problem solving benefits that consumers
buyer really buying?) seek when they buy a product.
9. Actual product exists around the core and includes the quality level,
features, design, brand name, and packaging
10. augmented product The actual product plus the various services and ben-
efits ottered with it, such as a warranty, free delivery,
installation, and maintenance.
11. Pure tangible good such as soap, toothpaste, or salt - no services accom-
pany the product
12. Pure services for which the market otter consists primarily of a
service
Ex: a doctor's exam and financial services
13. True or False: As products/ser- True
vices become more commoditized,
many companies are moving to
new level in creating value for their
customers, which is to differenti-
ate through creating and manag-
ing customer experiences with their
brand/org
14. Products and services fall into two 1. Consumer products
broad classes based on the types of 2. Industrial products
consumers who use them; these two
categories are
15. Consumer Products a product bought by final consumers for personal
consumption
, JMU COB 300 Marketing Final Exam Strunk
2026 Practice Guide
- Usually classified according to consumer shopping
habits (convenience, shopping, specialty and un-
sought products)
16. Marketing considerations for con-
sumer products
17. Convenience Products a consumer product that customers usually buy fre-
quently, immediately, and with minimal comparison
and buying ettort
Ex: laundry detergent, fast food
18. Shopping Products a consumer product that the customer, in the process
of selecting and purchasing, usually compares on
such attributes as suitability, quality, price, and style.
Typically distributed through fewer outlets, but pro-
vide deeper sales support to help customers in com-
parison ettorts
Ex: furniture, clothing, appliances, hotel services
19. Specialty Products A consumer products with unique characteristics or
brand identification for which a significant group of
buyers is willing to make a special purchase ettort.
Ex: designer clothes, luxury cars
20. Unsought Products a consumer product that the consumer either does
not know about or knows about but does not nor-
mally consider buying. Requires a lot of promotion
and marketing ettorts
Ex: life insurance, preplanned funeral services, blood
donations
2026 Practice Guide
1. Product Anything that can be ottered to a market for attention,
acquisition, use, or consumption that might satisfy a
want or need
2. True or False: Products include phys- True
ical objects but also services, events,
persons, places, orgs, ideas or mix-
tures of these entities
3. True or false: The product and brand True
are usually the first and most basic
marketing consideration
4. Services an activity, benefit, or satisfaction ottered for sale that
is essentially intangible and does not result in the
ownership of anything
(Ex: banking, hotel, airline travel, retail)
5. True or false: Because of their impor- True
tance in the world economy, we give
special attention to services
6. 3 levels of a product or service 1. Core customer value
2. Actual product
3. Augmented product
7. Three levels of a product
8.
, JMU COB 300 Marketing Final Exam Strunk
2026 Practice Guide
core customer value (what is the The core problem solving benefits that consumers
buyer really buying?) seek when they buy a product.
9. Actual product exists around the core and includes the quality level,
features, design, brand name, and packaging
10. augmented product The actual product plus the various services and ben-
efits ottered with it, such as a warranty, free delivery,
installation, and maintenance.
11. Pure tangible good such as soap, toothpaste, or salt - no services accom-
pany the product
12. Pure services for which the market otter consists primarily of a
service
Ex: a doctor's exam and financial services
13. True or False: As products/ser- True
vices become more commoditized,
many companies are moving to
new level in creating value for their
customers, which is to differenti-
ate through creating and manag-
ing customer experiences with their
brand/org
14. Products and services fall into two 1. Consumer products
broad classes based on the types of 2. Industrial products
consumers who use them; these two
categories are
15. Consumer Products a product bought by final consumers for personal
consumption
, JMU COB 300 Marketing Final Exam Strunk
2026 Practice Guide
- Usually classified according to consumer shopping
habits (convenience, shopping, specialty and un-
sought products)
16. Marketing considerations for con-
sumer products
17. Convenience Products a consumer product that customers usually buy fre-
quently, immediately, and with minimal comparison
and buying ettort
Ex: laundry detergent, fast food
18. Shopping Products a consumer product that the customer, in the process
of selecting and purchasing, usually compares on
such attributes as suitability, quality, price, and style.
Typically distributed through fewer outlets, but pro-
vide deeper sales support to help customers in com-
parison ettorts
Ex: furniture, clothing, appliances, hotel services
19. Specialty Products A consumer products with unique characteristics or
brand identification for which a significant group of
buyers is willing to make a special purchase ettort.
Ex: designer clothes, luxury cars
20. Unsought Products a consumer product that the consumer either does
not know about or knows about but does not nor-
mally consider buying. Requires a lot of promotion
and marketing ettorts
Ex: life insurance, preplanned funeral services, blood
donations
