Question

Market segments that can be effectively reached and served are said to be ________.

		measurable
		profitable
		substantial
		accessible
		actionable

Which of the following is true of product positioning?

		A product's position is defined by the number of competitors in a market.
		Product positioning has little influence on the design of marketing mixes.
		Consumers cannot position products with or without the help of marketers.
		To simplify the buying process, consumers are likely to position products in their minds.
		Consumers generally reevaluate products every time they make a buying decision.

________ refer to a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible.

		Co-brands
		Services
		Horizontal extensions
		Pure products
		Line extensions

Which of the following is most likely a true statement about shopping products?

		The existence of such products is generally unknown to consumers.
		A life insurance policy is an example of a shopping product.
		Shopping products tend to be less expensive than convenience products.
		Shopping products are purchased less frequently than convenience products.
		Consumers typically spend very little time comparing shopping products.

Lengthening a product line beyond its current range is referred to as product line ________.

		strengthening
		filling
		stretching
		mixing
		widening

Service variability means that ________.

		service quality depends on when, where, and how they are provided
		the evaluation of services is subjective and changes from customer to customer
		services cannot be seen, tasted, felt, heard, or smelled before they are bought
		services can be separated from their providers
		services cannot be stored for later sale or use

Answer 1

Answer

1.Market segments that can be effectively reached and served are said to be

✓ accessible

2. The following is true of product positioning:

✓ To simplify the buying process, consumers are likely to position products in their minds.

3. ________ refer to a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible

✓ services

4. the following is most likely a true statement about shopping products

✓ Shopping products are purchased less frequently than convenience products.

5. Lengthening a product line beyond its current range is referred to as product line

✓ stretching

6. Service variability means that

✓ service quality depends on when, where, and how they are provided

(Answers are self explanatory and the options given can provide clarity about why they are incorrect.)

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