Chapter 8

Question 1

Product evaluation levels

Answer 1

Core customer value: what the customer is actually buying (iPhone is for connectivity)
Actual product
Augmented product

Question 2

Product and service classifications

Answer 2

Convenience
Shopping
Specialty
Unsought

Question 3

Convenience products

Answer 3

Products that the customer usually buys frequently, immediately and with a minimum comparison and buying effort
EX: newspaper, candy, fast food

Question 4

Shopping products

Answer 4

Less frequently purchased products that the customer compares carefully on suitability, quality, price and style
EX: Furniture, television, Appliances

Question 5

Specialty product

Answer 5

Products with a unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort
EX: Luxury goods, Designer clothes, Rolex watches

Question 6

Unsought Products

Answer 6

Products the consumer doesn’t know about or knows about but doesn’t normally think of buying
EX: life insurance, Funeral service, Blood donations

Question 7

Product and service classification

Answer 7

Industrial vs consumer products
Material and parts
Capital items
Supplies and services

Question 8

The new product development process

Answer 8

Idea generation
Idea screening
Concept development and testing
Marketing strategy development
Business analysis
Product development
Test marketing
Commercialization