The correct answer for each question is indicated by a .

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Multiple Choice Q no Products and Ser 12 1379476 1

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1
INCORRECT Quality can be defined on two dimensions. One of these dimensions is
performance quality. What is the other dimension described in the text?

stress tolerance
A)

market-perceived quality
B)

documented quality
C)

tested quality from testing agencies

D)

engineering quality
E)

Feedback: The market's perception of quality is extremely important because

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without a favorable rating the product will not be purchased.

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2
INCORRECT Electrolux offers a cold-wash only washing machine in Asian countries where
electric power is expensive or scarce. This would be an example of a company
conforming to which of the following terms or phrases?

standardization
A)

"dumbing down"
B)

environmentalization
C)

homologation
D)

heterogeneity
E)

Feedback: Homologation is the process by which an international marketer

conforms to standards in local markets by changing the product or service
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associated with the product.

3
INCORRECT Europe is at the forefront of the ________________, with strong public opinion
and specific legislation favoring environmentally friendly marketing and
products.

social action movement

A)

green movement
B)

labor movement
C)

conservative movement
D)

politically liberal movement

E)

Feedback: Though some of the other answers may include elements of this
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question, the green movement answer is the best fit.

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4
INCORRECT The bundle of satisfactions (utilities) that a consumer receives is a good
definition for a(n):

product.
A)

advertising.
B)

manufacturing.
C)

distribution.
D)

price.
E)

Feedback: As explained in the text, a product is more than a physical item.

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5
INCORRECT The process by which a(n) ___________ spreads is called product diffusion.

price
A)
 communication
B)

advertisement
C)

innovation
D)

service
E)

Feedback: An innovation is thought to spread (diffuse) throughout our

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society via a process known as product diffusion.

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6
INCORRECT The goals of the diffusion researcher and the marketer are to shorten the time
lag between:

the time the product is invented and the time it can be produced.
A)

the introduction of the product and its widespread adoption.

B)
the time that the product is made and the time that it reaches the
C) mass media.
the time that the product is made and the time that it can be modified
D) (adapted).

none of the above

E)

Feedback: Diffusion is all about adoption and the speed at which that process
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occurs.

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INCORRECT Three extraneous variables affect the rate of diffusion of an object. The first is
the perceived attributes of the innovation and the second is the method used to
communicate the idea. What is the third attribute?

the degree of perceived newness

A)

the price of the object

B)

the perceived quality

C)

the utility of the packaging

D)
 the ability to match local standards in the international environment
E)

Feedback: This question is a tough one; however, the degree of perceived

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newness is the third element. See text for additional details.

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8
INCORRECT The text lists five characteristics of an innovation that can assist in determining
the rate of acceptance or resistance to a product in the market. Which of the
following characteristics is matched to the ease with which the product benefits
can be communicated?

relative advantage
A)

compatibility
B)

complexity
C)

trialability
D)

observability
E)

Feedback: See definitions and associations on page 351 for more information
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about connections.

9
INCORRECT If a company wished to reduce the degree of economic and/or social risk
associated with a product's use, they would attempt to increase the
product's_______________.

relative advantage
A)

compatibility
B)

complexity
C)

trialability
D)

observability
E)

Feedback: See definitions and associations on page 351 for more information
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about connections.
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INCORRECT Which of the following elements of the product component model contains the
product's design features and product platform?

core component
A)

packaging component
B)

support services component

C)

communication component
D)

global component
E)

Feedback: The core component contains the product platform, design

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features, functional features, and legal considerations.

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11
INCORRECT The Windsor Group is concerned that consumers will not be able to get sufficient
spare parts for the company's new line of air conditioners. Which element of
product component model would be the element that contains The Windsor
Group's concern?

core component
A)

packaging component
B)

support services component

C)

communication component
D)

global component
E)

Feedback: The core component contains the spare parts, warranty, and
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repair and maintenance elements (among others).

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12
INCORRECT All of the following are considered to be among the four unique distinguishable
characteristics of services EXCEPT:
 intangibility.
A)

inseparability.
B)

heterogeneity.
C)

homogeneity.
D)

perishability.
E)

Feedback: Services are distinguished by heterogeneity rather than

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homogeneity.

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INCORRECT Each time Dr. Jonas sees one of his patients he must appreciate the unique
nature of the patient's background, medical problem, and overall health before
he can make a diagnosis. Which of the following components of service is most
closely matched to what Dr. Jonas must do to make a diagnosis of a patient?

intangibility.
A)

inseparability.
B)

heterogeneity.
C)

perishability
D)

none of the above

E)

Feedback: All of his patients are unique; therefore, the service performed
must be unique. The other components do not completely match the
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described situation.

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INCORRECT Four kinds of barriers face consumer services marketers in this growing sector of
the global marketplace. Three of the barriers are controls on transborder data
flows, protection of intellectual property, and cultural requirements for
adaptation. What is the fourth barrier listed in the text?

communication
A)

protectionism
B)

racism
C)
 literacy
D)

income disparity
E)

Feedback: Protectionism is listed by the text as the fourth barrier because of

the natural tendency for a country to protect its own at the expense of
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others.

15
INCORRECT The influence that the country of manufacture, assembly, or design has on a
consumer's positive or negative perception of a product is called the:

standardized goods effect.

A)

country-of-usage effect.
B)

country-of-origin effect.
C)

shoddy goods theory.

D)

xenophobia (fear of foreigners) syndrome.

E)
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