Faculty of Management Sciences

Principles of Marketing (MKT_201)

Formative assessment on chapter 8

Module coordinator: Dr. Samia El Sheikh

Student Name:

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Grade:
First Marker Second Marker
Section I: Choose the correct answer: (3 marks/ 0.5m each)
1- Products for a company can be……...?
a. Products, services, knowledge.
b. Service, and experience.
c. Tangible, and tangible products.
d. Product, service, and experience.

2- Consumer products can be classifying by….?

a. Unsought products only.
b. Shopping products, and specialty products.
c. Convince products only.
d. Unsought, shopping, specialty, and convenience products.

3- As a marketer you make product and service decisions according to………?

a. Research product development, and demand on the products.
b. Competitor’s product, and their marketing strategies.
c. Consumer’s preferences, and decisions.
d. Individual decisions, product line, and product mix.

4- The 4 dimensions of product mix can be……...?

a. Perishability, inseparability, intangibility, and variability.
b. Width, length, depth, consistency.
c. Convenience, shopping, unsought, and specialty.
d. Core benefit, features, design, and packaging.

5- Products levels are…………….?

a. Core benefit, consumer products, and industrial products.
b. Convenience, shopping, specialty, and sought products.
c. Core benefit, features, actual products, and augmented products.
d. Core benefit, features, and additional services.

6- As a marketer, you can do product line stretching through…...?

a. Combination line stretching.
b. Downward product line stretching.
c. Upward product line stretching.
d. All the above.
Section II: Mention whether the following statements are true or false and correct the false
statement: (6 marks/ 0.5m each)
1- Products consist of activities, benefits, satisfaction, and intangible.
2- Experience is anything that can be offered in a market for attention, and consumption that might
satisfy a need or want.
3- The level of augmented products consists of packaging, brand name, design, quality level, and
features.
4- Industrial products can be classifying into convenience products, shopping products, specialty
products, and unsought products.
5- Product line is when a company lengthens its products beyond its current range.
6- Product mix is a group of products that are closely related, because they function in a similar
manner, are sold to the same customer groups, are marketed through the same types of outlets or
fall within given price ranges.
7- Product line stretching consists of all the products, and items that a particular seller offers for
sale.
8- Convenience products are consumer products that the consumer does not know about or knows
about, but does not normally think of buying.
9- Specialty products, are consumer products, and services that customer compares carefully on
suitability, quality, price, and style.
10- Upward product line stretching is used by companies at the upper end of the market to plug a
market hole or respond to a competitor’s attack.
11- Inseparability, are services that cannot seen, tasted, felt, heard, or smelled before purchase.
12- Intangibility, is the quality of services depends on who provides them when, where, and how.

Section III: Essay Questions Answer all: (6marks / 2m each)

1- Compare between the consumer products and industrial products.
2- Product has 3 main levels (Comment).
3- Compare between product line length, product line stretching, and product line filling.

Section IV Mini cases: (2 marks/ 1m each)

1- Unilever is producing Clear, Fair & Lovely, Life-boy, lux, Close Up, Dove, Knorr. Lipton, and
Good Morning.

In Clear product line it has 6 products, Fair & and Lovely product line it produces 5 products, in
Life-boy line it produces 5 products, in Lux products it produces 10 products, in Close Up line it
produces 7 products, in Dove product line it produces 15 products, in Knorr line it produces 7
products, in Lipton line it produces 7 products and in Good Morning line it produces 6 products.

Required:
What’s Unilever products width and products length?
Is Unilever’s product mix consistent?