MBA 706 CHEN - MODULE 3 EXAM STUDY GUIDE EXAM
(2026) EXAM QUESTIONS & ANSWERS | COMPLETE
STUDY GUIDE WITH 100% ACCURATE QUESTIONS
&ANSWERS. EXCELLENCE GUARANTEED.
Product Answer: _______ is the most essential decision in the 4Ps because it is what
the consumer is receiving in the exchange.
Intangibility Answer: The extent to which you have something concrete
Experience Marketing Answer: Consumers ar buying the experience
broadly Answer: Define competition ___________
Product Mix Answer: A company's product lines
Breadth Answer: Number of product lines. For example, Frigidaire sells refrigerators,
washers, dryers, ranges, etc.
Depth Answer: Number of products in a line. For example, Frigidaire refrigerators have
different sizes and features.
More, Less Answer: The more general the product line (i.e. Walmart, Target), the
______ breadth and ______ depth.
Less, More Answer: The more niche the product line (i.e. ice cream shop), the ______
breadth and ______ depth.
Search Qualities Answer: Qualities that may be evaluated prior to purchase.
Experience Qualities Answer: Qualities that need trial/consumption before evaluation.
Credence Qualities Answer: Qualities that are difficult to judge even post-consumption.
Search and Experience Answer: Goods are dominated by ____ and _____ qualities
Experience and Credence Answer: Services are dominated by ____ and ____ qualities
Perishability Answer: Services are simultaneously produced and consumed, thus
services cannot be stored, goods can; services cannot be serpeated from the provider,
goods can.
Variability Answer: Goods are made by machines; services are usually people
intensive. Servives change across customers and across time.
Core Answer: ______ is essential to the product offering.
1
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, Value-Added Answer: ______ is supplemental to the product offering.
Value-Added Answer: Markets can compete/differentiate on __________ aspects of a
product.
Services Answer: ___________ are relatively more intangible, inseparable, perishable,
and variable
Core Answer: _________ defines the company to its target segments
Value-Added Answer: _________ enhances customer satisfaction
Market offering Answer: A firm's __________ is comprised of the core and value-
addeds.
Brand Answer: Name of a specific product; portfolio of qualities associate with a name;
invokes images in consumers' minds
Product shape, logos, jingles, spokespeople Answer: What are ways that marketers
can control some brand associations?
Information, suggest their benefits, name their founder Answer: What are three things
brands can convey?
its benefits Answer: A marketer should choose a brand name that conveys ________.
communcations with customers Answer: Brand name meaning is built over time
through ___________.
value proposition Answer: Some logos combine a brand name with a symbol meant to
suggest the brand's _______.
Product Attributes (1) Answer: Brand Association: Concrete aspects: color, shape, size.
Easy to communication & easy for competitors to copy.
Product Benefits (2) Answer: Brand Association: Abstract: save money, meet consumer
needs. Harder to create & communicate.
Emotion Benefits (3) Answer: Brand Association: Abstract: a means to a specific
emotion - feel good, attractive, competent. Meaningful to customers.
Competence Answer: Brand Personality: often characterizes technical firms
Sincere Answer: Brand Personality: covers both product & company; quality & integrity
Exciting Answer: Brand Personality: those that are innovative & cool
Sophisticated Answer: Brand Personality: tasteful design and fashion
Rugged Answer: Brand Personality: bring to mind toughness
2
APPHIA - Crafted with Care and Precision for Academic Excellence.
(2026) EXAM QUESTIONS & ANSWERS | COMPLETE
STUDY GUIDE WITH 100% ACCURATE QUESTIONS
&ANSWERS. EXCELLENCE GUARANTEED.
Product Answer: _______ is the most essential decision in the 4Ps because it is what
the consumer is receiving in the exchange.
Intangibility Answer: The extent to which you have something concrete
Experience Marketing Answer: Consumers ar buying the experience
broadly Answer: Define competition ___________
Product Mix Answer: A company's product lines
Breadth Answer: Number of product lines. For example, Frigidaire sells refrigerators,
washers, dryers, ranges, etc.
Depth Answer: Number of products in a line. For example, Frigidaire refrigerators have
different sizes and features.
More, Less Answer: The more general the product line (i.e. Walmart, Target), the
______ breadth and ______ depth.
Less, More Answer: The more niche the product line (i.e. ice cream shop), the ______
breadth and ______ depth.
Search Qualities Answer: Qualities that may be evaluated prior to purchase.
Experience Qualities Answer: Qualities that need trial/consumption before evaluation.
Credence Qualities Answer: Qualities that are difficult to judge even post-consumption.
Search and Experience Answer: Goods are dominated by ____ and _____ qualities
Experience and Credence Answer: Services are dominated by ____ and ____ qualities
Perishability Answer: Services are simultaneously produced and consumed, thus
services cannot be stored, goods can; services cannot be serpeated from the provider,
goods can.
Variability Answer: Goods are made by machines; services are usually people
intensive. Servives change across customers and across time.
Core Answer: ______ is essential to the product offering.
1
APPHIA - Crafted with Care and Precision for Academic Excellence.
, Value-Added Answer: ______ is supplemental to the product offering.
Value-Added Answer: Markets can compete/differentiate on __________ aspects of a
product.
Services Answer: ___________ are relatively more intangible, inseparable, perishable,
and variable
Core Answer: _________ defines the company to its target segments
Value-Added Answer: _________ enhances customer satisfaction
Market offering Answer: A firm's __________ is comprised of the core and value-
addeds.
Brand Answer: Name of a specific product; portfolio of qualities associate with a name;
invokes images in consumers' minds
Product shape, logos, jingles, spokespeople Answer: What are ways that marketers
can control some brand associations?
Information, suggest their benefits, name their founder Answer: What are three things
brands can convey?
its benefits Answer: A marketer should choose a brand name that conveys ________.
communcations with customers Answer: Brand name meaning is built over time
through ___________.
value proposition Answer: Some logos combine a brand name with a symbol meant to
suggest the brand's _______.
Product Attributes (1) Answer: Brand Association: Concrete aspects: color, shape, size.
Easy to communication & easy for competitors to copy.
Product Benefits (2) Answer: Brand Association: Abstract: save money, meet consumer
needs. Harder to create & communicate.
Emotion Benefits (3) Answer: Brand Association: Abstract: a means to a specific
emotion - feel good, attractive, competent. Meaningful to customers.
Competence Answer: Brand Personality: often characterizes technical firms
Sincere Answer: Brand Personality: covers both product & company; quality & integrity
Exciting Answer: Brand Personality: those that are innovative & cool
Sophisticated Answer: Brand Personality: tasteful design and fashion
Rugged Answer: Brand Personality: bring to mind toughness
2
APPHIA - Crafted with Care and Precision for Academic Excellence.
