MBA 706 - Module 3 Exam
Study online at https://quizlet.com/_d21lqr
1. Product _______ is the most essential decision in the 4Ps
because it is what the consumer is receiving in the
exchange.
2. Intangibility The extent to which you have something concrete
3. Experience Marketing Consumers ar buying the experience
4. broadly Define competition ___________
5. Product Mix A company's product lines
6. Breadth Number of product lines. For example, Frigidaire sells
refrigerators, washers, dryers, ranges, etc.
7. Depth Number of products in a line. For example, Frigidaire
refrigerators have different sizes and features.
8. More, Less The more general the product line (i.e. Walmart, Tar-
get), the ______ breadth and ______ depth.
9. Less, More The more niche the product line (i.e. ice cream shop),
the ______ breadth and ______ depth.
10. Search Qualities Qualities that may be evaluated prior to purchase.
11. Experience Qualities Qualities that need trial/consumption before evalua-
tion.
12. Credence Qualities Qualities that are difficult to judge even post-con-
sumption.
13. Search and Experience Goods are dominated by ____ and _____ qualities
14. Experience and Credence Services are dominated by ____ and ____ qualities
1/8
, MBA 706 - Module 3 Exam
Study online at https://quizlet.com/_d21lqr
15. Perishability Services are simultaneously produced and consumed,
thus services cannot be stored, goods can; services
cannot be serpeated from the provider, goods can.
16. Variability Goods are made by machines; services are usually
people intensive. Servives change across customers
and across time.
17. Core ______ is essential to the product offering.
18. Value-Added ______ is supplemental to the product offering.
19. Value-Added Markets can compete/differentiate on __________
aspects of a product.
20. Services ___________ are relatively more intangible, insepara-
ble, perishable, and variable
21. Core _________ defines the company to its target seg-
ments
22. Value-Added _________ enhances customer satisfaction
23. Market offering A firm's __________ is comprised of the core and
value-addeds.
24. Brand Name of a specific product; portfolio of qualities as-
sociate with a name; invokes images in consumers'
minds
25. Product shape, logos, jingles, What are ways that marketers can control some brand
spokespeople associations?
26. What are three things brands can convey?
2/8
Study online at https://quizlet.com/_d21lqr
1. Product _______ is the most essential decision in the 4Ps
because it is what the consumer is receiving in the
exchange.
2. Intangibility The extent to which you have something concrete
3. Experience Marketing Consumers ar buying the experience
4. broadly Define competition ___________
5. Product Mix A company's product lines
6. Breadth Number of product lines. For example, Frigidaire sells
refrigerators, washers, dryers, ranges, etc.
7. Depth Number of products in a line. For example, Frigidaire
refrigerators have different sizes and features.
8. More, Less The more general the product line (i.e. Walmart, Tar-
get), the ______ breadth and ______ depth.
9. Less, More The more niche the product line (i.e. ice cream shop),
the ______ breadth and ______ depth.
10. Search Qualities Qualities that may be evaluated prior to purchase.
11. Experience Qualities Qualities that need trial/consumption before evalua-
tion.
12. Credence Qualities Qualities that are difficult to judge even post-con-
sumption.
13. Search and Experience Goods are dominated by ____ and _____ qualities
14. Experience and Credence Services are dominated by ____ and ____ qualities
1/8
, MBA 706 - Module 3 Exam
Study online at https://quizlet.com/_d21lqr
15. Perishability Services are simultaneously produced and consumed,
thus services cannot be stored, goods can; services
cannot be serpeated from the provider, goods can.
16. Variability Goods are made by machines; services are usually
people intensive. Servives change across customers
and across time.
17. Core ______ is essential to the product offering.
18. Value-Added ______ is supplemental to the product offering.
19. Value-Added Markets can compete/differentiate on __________
aspects of a product.
20. Services ___________ are relatively more intangible, insepara-
ble, perishable, and variable
21. Core _________ defines the company to its target seg-
ments
22. Value-Added _________ enhances customer satisfaction
23. Market offering A firm's __________ is comprised of the core and
value-addeds.
24. Brand Name of a specific product; portfolio of qualities as-
sociate with a name; invokes images in consumers'
minds
25. Product shape, logos, jingles, What are ways that marketers can control some brand
spokespeople associations?
26. What are three things brands can convey?
2/8
