科特勒市场营销第八章习题与答案.docx
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科特勒市场营销第八章习题与答案
Chapter8Product,Services,andBrandingStrategies:
BuildingCustomerValue
1）________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
2）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
3）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
4）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
5）Productsandservicesfallintotwobroadclassificationsbasedonthetypesofconsumersthatusethem.Whichisoneofthesebroadclasses
A）industrialproducts
B）specialtyproducts
C）suppliesandservices
D）materialsandparts
E）convenienceproducts
Answer:
A
Diff:
2PageRef:
226
Skill:
Concept
Objective:
8-1
6）________arelessfrequentlypurchasedconsumerproductsandservicesthatcustomerscomparecarefullyonsuitability,quality,price,andstyle.Consumersspendmuchtimeandeffortingatheringinformationandmakingcomparisonsabouttheseproducts.
A）Shoppingproducts
B）Convenienceproducts
C）Unsoughtproducts
D）Industrialproducts
E）Lineextensions
Answer:
A
Diff:
2PageRef:
226
Skill:
Concept
Objective:
8-1
7）________arethoseproductspurchasedforfurtherprocessingorforuseinconductingabusiness.
A）Unsoughtproducts
B）Specialtyproducts
C）Shoppingproducts
D）Industrialproducts
E）Accessories
Answer:
D
Diff:
1PageRef:
227
Skill:
Concept
Objective:
8-1
8）Mostmanufacturedmaterialsandpartsaresolddirectlyto________.Priceandservicearethemajormarketingfactors;brandingandadvertisingtendtobelessimportant.
A）consumers
B）industrialusers
C）brandextensions
D）co-branders
E）wholesalers
Answer:
B
Diff:
2PageRef:
227
Skill:
Concept
Objective:
8-1
9）________areindustrialproductsthataidinthebuyer'sproductionoroperations,includinginstallationsandaccessoryequipment.
A）Materials
B）Parts
C）Capitalitems
D）Specialtyitems
E）Supplies
Answer:
C
Diff:
2PageRef:
227
Skill:
Concept
Objective:
8-1
10）________consistsofactivitiesundertakentocreate,maintain,orchangetheattitudesandbehavioroftargetconsumerstowardanorganization.
A）Personmarketing
B）Organizationmarketing
C）Internalmarketing
D）Servicevariability
E）Intelligencemarketing
Answer:
B
Diff:
2PageRef:
228
AACSB:
Communication
Skill:
Concept
Objective:
8-1
11）________involvesactivitiesundertakentocreate,maintain,orchangeattitudestowardparticularcities,states,andregions.
A）Ideamarketing
B）Placemarketing
C）Organizationmarketing
D）Socialmarketing
E）Interactivemarketing
Answer:
B
Diff:
1PageRef:
228
AACSB:
Communication
Skill:
Concept
Objective:
8-1
12）________isdefinedastheuseofcommercialmarketingconceptsandtoolsinprogramsdesignedtoinfluenceindividuals'behaviortoimprovetheirwellbeingandthatofsociety.
A）Unsoughtproductmarketing
B）Internalmarketing
C）Socialmarketing
D）Productline
E）Interactivemarketing
Answer:
C
Diff:
1PageRef:
229
AACSB:
EthicalReasoning
Skill:
Concept
Objective:
8-1
13）Publichealthcampaignstoreducealcoholism,drugabuse,smoking,andobesityareallexamplesof________.
A）specialtyproducts
B）socialmarketing
C）shoppingproducts
D）consumerproducts
E）responsibilitymarketing
Answer:
B
Diff:
2PageRef:
229
AACSB:
EthicalReasoning
Skill:
Concept
Objective:
8-1
14）________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
15）________isanapproachinwhichallthecompany'speopleareinvolvedinconstantlyimprovingtheproducts,services,andbusinessprocesses.
A）Productquality
B）Brandequity
C）Totalqualitymanagement
D）Specialtyproductmarketing
E）Positioning
Answer:
C
Diff:
2PageRef:
230
Skill:
Concept
Objective:
8-2
24）Whatarethetwodimensionsofproductquality
A）consistencyandlevel
B）performanceandresistance
C）designandinnovation
D）conformanceandstyle
E）featureanddesign
Answer:
A
Diff:
2PageRef:
230
Skill:
Concept
Objective:
8-2
16）Inrecentyears,productsafetyandenvironmentalresponsibilityhavebecomemajor________concerns.
A）branding
B）packaging
C）labeling
D）service
E）productline
Answer:
B
Diff:
2PageRef:
232
AACSB:
EthicalReasoning
Skill:
Concept
Objective:
8-2
17）Attheveryleast,the________identifiestheproductorbrand.Itmightalsodescribeseveralthingsabouttheproductandpromotethebrand.
A）lineextension
B）socialmarketing
C）label
D）specialtyproduct
E）package
Answer:
C
Diff:
1PageRef:
232
AACSB:
Communication
Skill:
Concept
Objective:
8-2
18）Themajorproductlinedecisioninvolves________.
A）linestretching
B）movingthelineupwardordownward
C）productlinefilling
D）productlinelength
E）productpackaging
Answer:
D
Diff:
3PageRef:
234
AACSB:
Communication
Skill:
Concept
Objective:
8-2
19）Whenacompanylengthensitsproductlinebeyonditscurrentrange,itis________.
A）productlinefilling
B）productlinestretching
C）productmixing
D）increasingproductdepth
E）buildingbrandequity
Answer:
B
Diff:
2PageRef:
234
AACSB:
Communication
Skill:
Concept
Objective:
8-2
20）A________consistsofalltheproductlinesanditemsthataparticularselleroffersforsale.
A）productmix
B）brandline
C）consumermix
D）packagingmix
E）lineextension
Answer:
A
Diff:
1PageRef:
234
AACSB:
Communication
Skill:
Concept
Objective:
8-2
21）Productmix________referstothenumberofdifferentproductlinesthecompanycarries.Procter&Gamblemarkets250brandsorganizedintomanyproductlines.
A）length
B）height
C）width
D）perimeter
E）depth
Answer:
C
Diff:
2PageRef:
235
AACSB:
Communication
Skill:
Concept
Objective:
8-2
22）Productmix________referstothenumberofversionsofferedofeachproductintheline.Cresttoothpastecomesin13varieties,rangingfromCrestMulticaretoCrestBakingSodaformulations.
A）length
B）depth
C）height
D）width
E）perimeter
Answer:
B
Diff:
3PageRef:
235
AACSB:
Communication
Skill:
Concept
Objective:
8-2
23）Acompanycanincreaseitsbusinessinfourways.WhichisNOToneoftheseways
A）Itcanaddnewproductlines,thuswideningitsproductmix.
B）Itcanlengthenitsexistingproductlines.
C）Itcanaddmoreversionsofeachproductandthusdeepenitsproductmix.
D）Itcandiscontinuesomeofitslines.
E）Itcanincreasetheconsistencyofitsproductmix.
Answer:
D
Diff:
1PageRef:
235
AACSB:
Communication
Skill:
Concept
Objective:
8-2
24）Thestrongestbrandsgobeyondattributesorbenefitpositioning;theyarepositionedon________.
A）desirablebenefit
B）goodpackaging
C）serviceinseparability
D）strongbeliefsandvalues
E）customerimage
Answer:
D
Diff:
2PageRef:
239
AACSB:
Communication
Skill:
Concept
Objective:
8-3
25）WhichofthefollowingisNOTadesirablequalityforabrandname
A）Itshouldsuggestsomethingabouttheproduct'sbenefitsandqualities.
B）Itshouldbeeasytopronounce,recognize,andremember.
C）Thebrandshouldalmostalwaysbealongwordtogetattention.
D）Thenameshouldtranslateeasilyintoforeignlanguages.
E）Itshouldbedistinctive.
Answer:
C
Diff:
2PageRef:
239
AACSB:
Communication
Skill:
Concept
Objective:
8-3
26）Inmost________situations,onecompanylicensesanothercompany'swell-knownbrandtouseincombinationwithitsown.
A）brandextension
B）brandequity
C）co-branding
D）internalmarketing
E）lineextension
Answer:
C
Diff:
2PageRef:
242
Skill:
Concept
Objective:
8-3
27）A________involvestheuseofasuccessfulbrandnametolaunchnewormodifiedproductsinanewcategory.
A）lineextension
B）productline
C）brandextension
D）privatebrand
E）brandsymbol
Answer:
C
Diff:
1PageRef:
243
Skill:
Concept
Objective:
8-3
28）Whichofthefollowingisthemostimportantforproductdesignerstoconsiderastheydevelopaproduct
A）whichproductfeaturescanbeaddedtocreatehigher-levelmodels
B）howtheproductappears
C）whattheproduct'stechnicalspecificationsare
D）howcustomerswilluseandbenefitfromtheproduct
E）howtheproductispackagedtoattractspontaneouspurchases
Answer:
D
Diff:
3PageRef:
231
AACSB:
AnalyticSkills
Skill:
Application
Objective:
8-2
29）Shoppingproductsarelessfrequentlypurchasedthanconsumerproductsandservicesthatcustomerscomp
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