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MKTG Chapter 8

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Questions	Answers
What level of product describes the quality and packaging of the product?	the actual product
What are the two broad categories of products and services?	consumer & industrial products
What do marketers do to build an augmented product?	offer product support
What is the best example of a capital product?	generators
Line _____ is when a company adds more products within the present range of the line, whereas the goal of line _________ is to reach customers upward or downward	filling, stretching
In services marketing, what term describes how services cannot be stored for later sale or use?	perishability
When measuring a brand's equity, what factor is taken into consideration?	knowledge