kotler08tif.docx

kotler08tif.docx

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kotler08tif

Chapter8

Product,Services,andBrandingStrategy

GENERALCONTENT:

Multiple-ChoiceQuestions

1.Wedefinea_____asanythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionandthatmightsatisfyawantorneed.

a.privatebrand

b.servicevariability

c.service

d.product

e.serviceencounter

（Answer:

d;p.232;Easy）

2._____areaformofproductthatconsistsofactivities,benefits,orsatisfactionsofferedforsalethatareessentiallyintangibleanddonotresultintheownershipofanything.

a.Lineextensions

b.Services

c.Brands

d.Consumerproducts

e.Supplements

（Answer:

b;p.233;Easy）

3.Productisakeyelementin_____.Atoneextreme,itmayconsistofpuretangiblegoodsorattheotherextremepureservices.

a.marketoffering

b.brandequity

c.brandextension

d.co-branding

e.thevaluechain

（Answer:

a;p.233;Easy）

4.Manycompaniesaremovingtoanewlevelincreatingvaluefortheircustomers.Theyaredevelopinganddeliveringtotalcustomerexperiences.Whereasproductsaretangibleandservicesareintangible,experiencesare_____.

a.productquality

b.memorable

c.unsoughtproduct

d.internalmarketing

e.serviceencounters

（Answer:

b;p.233;Moderate）

5.Productplannersneedtothinkaboutproductsandservicesonthreelevels.Eachleveladdsmorecustomervalue.Themostbasiclevelisthe_____,whichaddressesthequestion,“Whatisthebuyerreallybuying?

”

a.actualproduct

b.augmentedproduct

c.corebenefit

d.co-branding

e.exchange

（Answer:

c;p.234;Challenging）

6.Productplannersneedtothinkaboutproductsandservicesonthreelevels.Thethirdlevelisthattheproductplannersmustbuildona（n）_____aroundthecorebenefitandactualproductbyofferingadditionalconsumerservicesandbenefits.

a.augmentedproduct

b.brandequity

c.brandextension

d.industrialproduct

e.image

（Answer:

a;p.234;Challenging）

7.Productplannersmustdesigntheactualproductandfindwaysto_____itinordertocreatethebundleofbenefitsthatwillprovidethemostsatisfyingcustomerexperience.

a.corebenefit

b.package

c.brand

d.augment

e.present

（Answer:

d;p.234;Challenging）

8.Productsandservicesfallintotwobroadclassesbasedonthetypesofconsumersthatusethem.Whichisoneofthesebroadclasses?

a.industrialproducts

b.brandequity

c.co-branding

d.brandextension

e.cohesive

（Answer:

a;p.234;Moderate）

9._____areproductsandservicesboughtbyfinalconsumersforpersonalconsumption.Theseincludeconvenienceproducts,shoppingproducts,specialtyproducts,andunsoughtproducts.

a.Services

b.Consumerproducts

c.Lineextensions

d.Industrialproducts

e.Straightextensions

（Answer:

b;p.234;Easy）

10._____arelessfrequentlypurchasedconsumerproductsandservicesthatcustomerscomparecarefullyonsuitability,quality,price,andstyle.Consumersspendmuchtimeandeffortingatheringinformationandmakingcomparisons.

a.Shoppingproducts

b.Brands

c.Services

d.Industrialproducts

e.Lineextensions

（Answer:

a;p.236;Moderate）

11._____areconsumerproductsandserviceswithuniquecharacteristicsorbrandidentificationforwhichasignificantgroupofbuyersiswillingtomakeaspecialpurchaseeffort.

a.Shoppingproducts

b.Unsoughtproducts

c.Specialtyproducts

d.Industrialproducts

e.Lineextensions

（Answer:

c;p.236;Moderate）

12._____areconsumerproductsthattheconsumereitherdoesnotknowaboutorknowsaboutbutdoesnotnormallythinkaboutbuying.Theseproductsrequirealotofadvertising,personalselling,andothermarketingefforts.

a.Specialtyproducts

b.Lineextensions

c.Unsoughtproducts

d.Shoppingproducts

e.Staples

（Answer:

c;p.236;Easy）

13._____arethoseproductspurchasedforfurtherprocessingorforuseinconductingabusiness.

a.Unsoughtproducts

b.Specialtyproducts

c.Shoppingproducts

d.Industrialproducts

e.Accessories

（Answer:

d;p.236;Easy）

14.Thethreegroupsofindustrialproductsandservicesincludeallofthefollowingexcept_____.

a.materialsandparts

b.capitalitems

c.maintenanceandoperations

d.suppliesandservices

e.CandD

（Answer:

c;p.236;Moderate）

15.Manufacturedmaterialsandpartsaresolddirectlyto_____.Priceandservicearethemajormarketingfactors;brandingandadvertisingtendtobelessimportant.

a.consumers

b.industrialusers

c.brandextensions

d.co-branders

e.wholesalers

（Answer:

b;p.236;Challenging）

16._____areindustrialproductsthataidinthebuyer’sproductionoroperations,includinginstallationsandaccessoryequipment.

a.Materials

b.Parts

c.Capitalitems

d.Specialtyitems

e.Supplies

（Answer:

c;p.237;Moderate）

17._____consistsofactivitiesundertakentocreate,maintain,orchangetheattitudesandbehavioroftargetconsumerstowardanorganization.

a.Personmarketing

b.Organizationmarketing

c.I