科特勒市场营销第八章习题与答案Word文件下载.docx
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A）marketoffering
B）brandequity
C）brandextension
D）co-branding
E）valuechain
A
3）Todifferentiatethemselves,manycompaniesaregoingbeyondproductsandservices,theyaredevelopinganddeliveringcustomer________.
A）quality
B）experiences
C）brands
D）productlines
E）events
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4）Productplannersneedtoconsiderproductsandservicesonthreelevels.Eachleveladdsmorecustomervalue.Themostbasiclevelisthe________,whichaddressesthequestion,"
Whatisthebuyerreallybuying?
"
A）actualproduct
B）augmentedproduct
C）corecustomervalue
E）exchange
C
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5）Productsandservicesfallintotwobroadclassificationsbasedonthetypesofconsumersthatusethem.Whichisoneofthesebroadclasses?
A）industrialproducts
B）specialtyproducts
C）suppliesandservices
D）materialsandparts
E）convenienceproducts
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6）________arelessfrequentlypurchasedconsumerproductsandservicesthatcustomerscomparecarefullyonsuitability,quality,price,andstyle.Consumersspendmuchtimeandeffortingatheringinformationandmakingcomparisonsabouttheseproducts.
A）Shoppingproducts
B）Convenienceproducts
C）Unsoughtproducts
D）Industrialproducts
E）Lineextensions
7）________arethoseproductspurchasedforfurtherprocessingorforuseinconductingabusiness.
A）Unsoughtproducts
B）Specialtyproducts
C）Shoppingproducts
E）Accessories
D
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8）Mostmanufacturedmaterialsandpartsaresolddirectlyto________.Priceandservicearethemajormarketingfactors;
brandingandadvertisingtendtobelessimportant.
A）consumers
B）industrialusers
C）brandextensions
D）co-branders
E）wholesalers
9）________areindustrialproductsthataidinthebuyer'
sproductionoroperations,includinginstallationsandaccessoryequipment.
A）Materials
B）Parts
C）Capitalitems
D）Specialtyitems
E）Supplies
10）________consistsofactivitiesundertakentocreate,maintain,orchangetheattitudesandbehavioroftargetconsumerstowardanorganization.
A）Personmarketing
B）Organizationmarketing
C）Internalmarketing
D）Servicevariability
E）Intelligencemarketing
228
11）________involvesactivitiesundertakentocreate,maintain,orchangeattitudestowardparticularcities,states,andregions.
A）Ideamarketing
B）Placemarketing
C）Organizationmarketing
D）Socialmarketing
E）Interactivemarketing
12）________isdefinedastheuseofcommercialmarketingconceptsandtoolsinprogramsdesignedtoinfluenceindividuals'
behaviortoimprovetheirwellbeingandthatofsociety.
A）Unsoughtproductmarketing
B）Internalmarketing
C）Socialmarketing
D）Productline
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EthicalReasoning
13）Publichealthcampaignstoreducealcoholism,drugabuse,smoking,andobesityareallexamplesof________.
A）specialtyproducts
B）socialmarketing
C）shoppingproducts
D）consumerproducts
E）responsibilitymarketing
14）________isoneofthemarketer'
smajorpositioningtoolsbecauseithasadirectimpactonproductorserviceperformance;
itisthereforecloselylinkedtocustomervalueandsatisfaction.
A）Packaging
B）Productquality
C）Totalqualitymanagement
D）Specialtyproductmarketing
E）Positioning
8-2
15）________isanapproachinwhichallthecompany'
speopleareinvolvedinconstantlyimprovingtheproducts,services,andbusinessprocesses.
A）Productquality
B）Brandequity
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24）Whatarethetwodimensionsofproductquality?
A）consistencyandlevel
B）performanceandresistance
C）designandinnovation
D）conformanceandstyle
E）featureanddesign
16）Inrecentyears,productsafetyandenvironmentalresponsibilityhavebecomemajor________concerns.
A）branding
B）packaging
C）labeling
D）service
E）productline
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17）Attheveryleast,the________identifiestheproductorbrand.Itmightalsodescribeseveralthingsabouttheproductandpromotethebrand.
A）lineextension
C）label
D）specialtyproduct
E）package
18）Themajorproductlinedecisioninvolves________.
A）linestretching
B）movingthelineupwardordownward
C）productlinefilling
D）productlinelength
E）productpackaging
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19）Whenacompanylengthensitsproductlinebeyonditscurrentrange,itis________.
A）productlinefilling
B）productlinestretching
C）productmixing
D）increasingproductdepth
E）buildingbrandequity
20）A________consistsofalltheproductlinesanditemsthataparticularselleroffersforsale.
A）productmix
B）brandline
C）consumermix
D）packagingmix
E）lineextension
21）Productmix________referstothenumberofdifferentproductlinesthecompanycarries.Procter&
Gamblemarkets250brandsorganizedintomanyproductlines.
A）length
B）height
C）width
D）perimeter
E）depth
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22）Productmix________referstothenumberofversionsofferedofeachproductintheline.Cresttoothpastecomesin13varieties,rangingfromCrestMulticaretoCrestBakingSodaformulations.
B）depth
C）height
D）width
E）perimeter
23）Acompanycanincreaseitsbusinessinfourways.WhichisNOToneoftheseways?
A）Itcanaddnewproductlines,thuswideningitsproductmix.
B）Itcanlengthenitsexistingproductlines.
C）Itcanaddmoreversionsofeachproductandthusdeepenitsproductmix.
D）Itcandiscontinuesomeofitslines.
E）Itcanincreasetheconsistencyofitsproductmix.
24）Thestrongestbrandsgobeyondattributesorbenefitpositioning;
theyarepositionedon________.
A）desirablebenefit
B）goodpackaging
C）serviceinseparability
D）strongbeliefsandvalues
E）customerimage
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8-3
25）WhichofthefollowingisNOTadesirablequalityforabrandname?
A）Itshouldsuggestsomethingabouttheproduct'
sbenefitsandqualities.
B）Itshouldbeeasytopronounce,recognize,andremember.
C）Thebrandshouldalmostalwaysbealongwordtogetattention.
D）Thenameshouldtranslateeasilyintoforeignlanguages.
E）Itshouldbedistinctive.
26）Inmost________situations,onecompanylicensesanothercompany'
swell-knownbrandtouseincombinationwithitsown.
A）brandextension
C）co-branding
D）internalmarketing
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27）A________involvestheuseofasuccessfulbrandnametolaunchnewormodifiedproductsinanewcategory.
B）productline
D）privatebrand
E）brandsymbol
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28）Whichofthefollowingisthemostimportantforproductdesignerstoconsiderastheydevelopaproduct?
A）whichproductfeaturescanbeaddedtocreatehigher-levelmodels
B）howtheproductappears
C）whattheproduct'
stechnicalspecificationsare
D）howcustomerswilluseandbenefitfromtheproduct
E）howtheproductispackagedtoattractspontaneouspurchases
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AnalyticSkills
Application
29）Shoppingproductsarelessfrequentlypurchasedthanconsumerproductsandservicesthatcustomer
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