PAZARLAMA YÖNETİMİ

Products include services, events, persons, places, organizations, ideas, or a mixture of these. Therefore, the correct choice is A.

Five levels of a product include; the core product, the generic product, the expected product, the augmented product and the potential product. Therefore, the correct choice is E.

Presenting Havaianas as a gift for regular guests is beyond average service standards for a Hotel. Therefore, the correct choice is B.

'Non-durable goods are tangible goods normally consumed in one or a few uses' is the whole sentence for the definition of non-durable goods. Therefore, the correct choice is D.

Jewellery, diamonds, luxury cars, designer clothes, expensive watches are some examples of speciality products. Therefore, the correct choice is C.

Product mix width refers to all the number of different product lines a company carries. Therefore, the correct choice is B.

To sell the product with a higher price is not one of the functions of branding. It is in fact a limitation to consumers. Therefore, the correct choice is C.

If manufacturers take advantage of the popularity of their brand names and reduce the quality gradually, this would be a limitation for the consumer. Therefore, the correct choice is A.

Algida's Oreo cookie sandwich ice cream is a co-branding sponsorship. Therefore, the correct choice is E.

The final stage of a new product development is ‘Commercialization’, or bringing the product to the market. Therefore, the correct choice is D.

A core product is the fundamental need or want that consumers satisfy by consuming the product or service. In another words, a core product is what customer is really buying. For example, the core product of a restaurant is food. The core product of a hotel is rest and sleep. The core product of a book is information. The correct answer is A.

An augmented product is the inclusion of additional features, benefits, attributes or related services that serve to differentiate the product from its competitors. For example, the hotel can provide a free map of the town in every room, remote-control satellite TV and prompt checkin and checkout. The correct answer is E.

An expected product is about all aspects the consumer expects to get when he/she purchases a product. For instance, hotel customers expect a clean bed, fresh towels and a degree of quietness. The correct answer is D.

A potential product includes all augmentations and transformations the product might undergo in the future. In simple language, this means that the product must be augmented to continue surprising and pleasing customers. In our hotel example, this could mean a different gift placed in the room each time a customer stays. The correct answer is C.

Item or Product Variant A distinct unit within a brand or a product line distinguishable by size, price, appearance or some other attributes. The correct answer is B.

Services are intangible, inseparable, variable, and perishable products that normally require more quality control, supplier credibility and adaptability. Examples include healthcare, travel, financial services. The correct answer is B.

Emergency products are purchased when a need is urgent, for example; umbrellas or raincoats during a rainstorm. Customers do not mind the higher prices charged for these purchases because they think of them as “emergencies”. The correct answer is E.

In the maturity stage, the product achieves as much as it is going to. This is probably the most competitive time for most products and businesses need to invest wisely in any marketing efforts they undertake. At this stage, there is likely to be heavy price competition and increased marketing expenditure from all competitors in order to retain brand loyalty. The product has achieved acceptance by most potential buyers, so during this period there is a slowdown in sales growth. The correct answer is A.

In the decline stage, the product reaches its saturation point, new products replace the old. In this case, the price can start increasing, though the number of sales will decline. In this phase, a decision is needed: whether to continue with the product with significant changes or to move onto another product altogether. Not all products follow all five stages of the product life cycle. Some products are introduced and die quickly; others stay in the mature stage for a long, long time. It seems that a well-managed brand could live forever31. The correct answer is D.

The steps in the adoption process include29:

(1) Awareness stage: The consumer becomes aware of the innovation but lacks information about it.

(2) Interest stage: The consumer is stimulated to seek information about the innovation.

(3) Evaluation stage: The consumer considers whether to try the innovation.

(4) Trial stage: The consumer tries the innovation to improve his or her estimate of its value.

(5) Adoption stage: The consumer decides to make full and regular use of the innovation.

The correct answer is C.