市场营销学题库marketing题库.docx

市场营销学题库marketing题库.docx

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市场营销学题库marketing题库

MarketingRevisionPartII

Chapter8Product,Services,andBrandingStrategies:

BuildingCustomerValue

1）Wedefinea________asanythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionandthatmightsatisfyawantorneed.

A）privatebrand

B）servicevariability

C）service

D）product

E）serviceencounter

Answer:

D

Diff:

1PageRef:

224

AACSB:

Communication

Skill:

Concept

Objective:

8-1

2）________areaformofproductthatconsistsofactivities,benefits,orsatisfactionsofferedforsalethatareessentiallyintangibleanddonotresultintheownershipofanything.

A）Lineextensions

B）Services

C）Brands

D）Consumerproducts

E）Supplements

Answer:

B

Diff:

1PageRef:

224

AACSB:

Communication

Skill:

Concept

Objective:

8-1

3）Aproductisakeyelementinthe________.Atoneextreme,itmayconsistofpuretangiblegoodsorattheotherextreme,pureservices.

A）marketoffering

B）brandequity

C）brandextension

D）co-branding

E）valuechain

Answer:

A

Diff:

1PageRef:

224

AACSB:

Communication

Skill:

Concept

Objective:

8-1

4）Todifferentiatethemselves,manycompaniesaregoingbeyondproductsandservices,theyaredevelopinganddeliveringcustomer________.

A）quality

B）experiences

C）brands

D）productlines

E）events

Answer:

B

Diff:

2PageRef:

224

AACSB:

Communication

Skill:

Concept

Objective:

8-1

5）Productplannersneedtoconsiderproductsandservicesonthreelevels.Eachleveladdsmorecustomervalue.Themostbasiclevelisthe________,whichaddressesthequestion,"Whatisthebuyerreallybuying?

"

A）actualproduct

B）augmentedproduct

C）corecustomervalue

D）co-branding

E）exchange

Answer:

C

Diff:

2PageRef:

225

AACSB:

Communication

Skill:

Concept

Objective:

8-1

6）Developingaproductorserviceinvolvesdefiningthebenefitsthatitwilloffer.Thesebenefitsarecommunicatedanddeliveredby________suchasquality,features,andstyleanddesign.

A）privatebrands

B）productattributes

C）consumerproducts

D）productmixes

E）marketingtools

Answer:

B

Diff:

3PageRef:

229

AACSB:

Communication

Skill:

Concept

Objective:

8-2

7）________isoneofthemarketer'smajorpositioningtoolsbecauseithasadirectimpactonproductorserviceperformance;itisthereforecloselylinkedtocustomervalueandsatisfaction.

A）Packaging

B）Productquality

C）Totalqualitymanagement

D）Specialtyproductmarketing

E）Positioning

Answer:

B

Diff:

2PageRef:

229

AACSB:

Communication

Skill:

Concept

Objective:

8-2

8）________isanapproachinwhichallthecompany'speopleareinvolvedinconstantlyimprovingtheproducts,services,andbusinessprocesses.

A）Productquality

B）Brandequity

C）Totalqualitymanagement

D）Specialtyproductmarketing

E）Positioning

Answer:

C

Diff:

2PageRef:

230

Skill:

Concept

Objective:

8-2

9）Whatarethetwodimensionsofproductquality?

A）consistencyandlevel

B）performanceandresistance

C）designandinnovation

D）conformanceandstyle

E）featureanddesign

Answer:

A

Diff:

2PageRef:

230

Skill:

Concept

Objective:

8-2

10）Whichofthefollowingtypesofqualityreferstofreedomfromdefectsandconsistencyindeliveringatargetedlevelofperformance?

A）privatebrand

B）product

C）totalqualitymanagement

D）conformance

E）adherence

Answer:

D

Diff:

2PageRef:

230

Skill:

Concept

Objective:

8-2

11）Someanalystssee________asthemajorenduringassetofacompany,outlastingthecompany'sspecificproductsandfacilities.

A）brands

B）convenienceproducts

C）specialtyproducts

D）unsoughtproducts

E）staples

Answer:

A

Diff:

1PageRef:

235

AACSB:

Communication

Skill:

Concept

Objective:

8-3

12）Akeyelementinacompany'srelationshipwithconsumers,a________representsconsumers'perceptionsandfeelingsaboutaproductanditsperformance.

A）productline

B）productexperience

C）brand

D）service

E）productattribute

Answer:

C

Diff:

2PageRef:

236

AACSB:

Communication

Skill:

Concept

Objective:

8-3

13）WhichofthefollowingisNOToneofthefourconsumerperceptiondimensionsusedbyadagencyYoung&Rubicamtomeasurebrandstrength?

A）branddifferentiation

B）brandknowledge

C）brandvaluation

D）brandesteem

E）brandrelevance

Answer:

C

Diff:

3PageRef:

236

AACSB:

Communication

Skill:

Concept

Objective:

8-3

14）Thetotalfinancialvalueofabrandisestimatedthroughtheprocessofbrand________.

A）differentiation

B）valuation

C）extensions

D）positioning

E）equity

Answer:

B

Diff:

2PageRef:

236

AACSB:

Communication

Skill:

Concept

Objective:

8-3

15）Thefundamentalassetunderlyingbrandequityis________–-thevalueofthecustomerrelationshipsthatthebrandcreates.Apowerfulbrandisimportant,butwhatitreallyrepresentsisasetofloyalconsumers.

A）thecustomermix

B）customerequity

C）lin