Ch.10 Product Creating A Product Platform Complete Test Bank

CHAPTER 10: Product: Creating a Product Platform

Type: E

1. Why is the Product strategy the first “P” developed?

a. You need to know what the product is before you can price it, place it, or promote it.

Type: E

2. In the Marketing Highlight, Meet Your Match, for potential pet adopters, what was the core product?

a. Finding a pet that is a good match for you

Type: E

3. In the Marketing Highlight, Meet Your Match, for potential pet adopters, what was the actual product?

a. The assessment

Type: E

4. In the Marketing Highlight, Meet Your Match, for potential pet adopters, what was the augmented product?

a. Assistance from shelter personnel

Type: E

5. What is a question you could ask the target audience to determine the Core Product?

a. What’s in it for you to do this behavior? What benefit do you want? What needs will the desired behavior satisfy? What problem will it solve?

Type: E

6. What step in this 10 step model is your primary inspiration for the Core Product?

a. Step 5: Understanding audience barriers, benefits, motivators, the competition and influential others

Type: E

7. What is the Actual Product?

a. Tangible goods and services you will promote that the target audience acquire, utilize or consume, ones related to the desired behavior. May also include any features of the desired behavior (e.g., Eat 5 fruits and vegetables a day), brand name (e.g., 5 A Day).

Type: E

8. What step in this 10 step model is your primary inspiration for the Actual Product?

a. Step 5: Understanding audience barriers, benefits, motivators, the competition and influential others

9. Which of the following is an Actual Product for an effort to influence signing up to become an organ donor?

a.Saving someone’s life

b.Being a role model

c.Organ donor registry

d.A form making it clear that in the event of death, any family members will be asked to give final approval

Type: E

10. What is an Augmented Product?

a. Additional goods and services that help the target audience perform the behavior

Type: E

11. For the Anemia in Cambodia case example, list the Core Product, Actual Product, and Augmented Product. If the case example did not include an augmented product idea, give an example of one that could have been provided.

a. Reduced anemia, Chunk of iron in the shape of a lucky fish, Instructions on how to use.

Type: E

12. For the Bullying case example, list the Core Product, Actual Product, and Augmented Product. If the case example did not include an augmented product idea, give an example of one that could have been provided.

a. Preventing bullying; reducing bullying; preventing future bullies from bullying. Bullying app. Prompts, tips, links to social media.

Type: E

13. For the Pregnant Mothers case example, list the Core Product, Actual Product, and Augmented Product. If the case example did not include an augmented product idea, give an example of one that could have been provided.

a. Healthier babies, text4baby, Demonstration on how to use; features that you can call for help.

Type: E

14. For the Walking in Boston case example, list the Core Product, Actual Product, and Augmented Product. If the case example did not include an augmented product idea, give an example of one that could have been provided.

a. Improved health, Walking 30 minutes a day, A map featuring places to walk, helping to plan routes.

Type: E

15. For the Diabetes in Sri Lanka case example, list the Core Product, Actual Product, and Augmented Product. If the case example did not include an augmented product idea, give an example of one that could have been provided.

a. Reduced diabetes, F’Poon: a spoon shaped like a fork for sugar for tea, Tip sheets at tea houses on multiple ways to reduce diabetes; a spoon holder on the table.