科特勒市场营销第八章习题与答案.docx

1、科特勒市场营销第八章习题与答案Chapter 8 Product, Services, and Branding Strategies: Building Customer Value1) _ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.A) Line extensionsB) Services

2、C) BrandsD) Consumer productsE) SupplementsAnswer: BDiff: 1 Page Ref: 224AACSB: CommunicationSkill: ConceptObjective: 8-12) A product is a key element in the _. At one extreme, it may consist of pure tangible goods or at the other extreme, pure services.A) market offeringB) brand equityC) brand exte

3、nsionD) co-brandingE) value chainAnswer: ADiff: 1 Page Ref: 224AACSB: CommunicationSkill: ConceptObjective: 8-13) To differentiate themselves, many companies are going beyond products and services, they are developing and delivering customer _. A) qualityB) experiencesC) brandsD) product linesE) eve

4、ntsAnswer: BDiff: 2 Page Ref: 224AACSB: CommunicationSkill: ConceptObjective: 8-14) Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is the _, which addresses the question, What is the buyer really buying?A) actual pro

5、ductB) augmented productC) core customer valueD) co-brandingE) exchangeAnswer: CDiff: 2 Page Ref: 225AACSB: CommunicationSkill: ConceptObjective: 8-15) Products and services fall into two broad classifications based on the types of consumers that use them. Which is one of these broad classes?A) indu

6、strial productsB) specialty productsC) supplies and servicesD) materials and partsE) convenience productsAnswer: ADiff: 2 Page Ref: 226Skill: ConceptObjective: 8-16) _ are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and st

7、yle. Consumers spend much time and effort in gathering information and making comparisons about these products.A) Shopping productsB) Convenience productsC) Unsought productsD) Industrial productsE) Line extensionsAnswer: ADiff: 2 Page Ref: 226Skill: ConceptObjective: 8-17) _ are those products purc

8、hased for further processing or for use in conducting a business.A) Unsought productsB) Specialty productsC) Shopping productsD) Industrial productsE) AccessoriesAnswer: DDiff: 1 Page Ref: 227Skill: ConceptObjective: 8-18) Most manufactured materials and parts are sold directly to _. Price and servi

9、ce are the major marketing factors; branding and advertising tend to be less important.A) consumersB) industrial usersC) brand extensionsD) co-brandersE) wholesalersAnswer: BDiff: 2 Page Ref: 227Skill: ConceptObjective: 8-19) _ are industrial products that aid in the buyers production or operations,

10、 including installations and accessory equipment.A) MaterialsB) PartsC) Capital itemsD) Specialty itemsE) SuppliesAnswer: CDiff: 2 Page Ref: 227Skill: ConceptObjective: 8-110) _ consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an

11、organization.A) Person marketingB) Organization marketingC) Internal marketingD) Service variabilityE) Intelligence marketingAnswer: BDiff: 2 Page Ref: 228AACSB: CommunicationSkill: ConceptObjective: 8-111) _ involves activities undertaken to create, maintain, or change attitudes toward particular c

12、ities, states, and regions. A) Idea marketingB) Place marketingC) Organization marketingD) Social marketingE) Interactive marketingAnswer: BDiff: 1 Page Ref: 228AACSB: CommunicationSkill: ConceptObjective: 8-112) _ is defined as the use of commercial marketing concepts and tools in programs designed

13、 to influence individuals behavior to improve their well being and that of society.A) Unsought product marketingB) Internal marketingC) Social marketingD) Product lineE) Interactive marketingAnswer: CDiff: 1 Page Ref: 229AACSB: Ethical ReasoningSkill: ConceptObjective: 8-113) Public health campaigns

14、 to reduce alcoholism, drug abuse, smoking, and obesity are all examples of _.A) specialty productsB) social marketingC) shopping productsD) consumer productsE) responsibility marketingAnswer: BDiff: 2 Page Ref: 229AACSB: Ethical ReasoningSkill: ConceptObjective: 8-114) _ is one of the marketers maj

15、or positioning tools because it has a direct impact on product or service performance; it is therefore closely linked to customer value and satisfaction.A) PackagingB) Product qualityC) Total quality managementD) Specialty product marketingE) PositioningAnswer: BDiff: 2 Page Ref: 229AACSB: Communica

16、tionSkill: ConceptObjective: 8-215) _ is an approach in which all the companys people are involved in constantly improving the products, services, and business processes.A) Product qualityB) Brand equityC) Total quality managementD) Specialty product marketingE) PositioningAnswer: CDiff: 2 Page Ref:

17、 230Skill: ConceptObjective: 8-224) What are the two dimensions of product quality?A) consistency and levelB) performance and resistanceC) design and innovationD) conformance and styleE) feature and designAnswer: ADiff: 2 Page Ref: 230Skill: ConceptObjective: 8-216) In recent years, product safety a

18、nd environmental responsibility have become major _ concerns.A) brandingB) packagingC) labelingD) serviceE) product lineAnswer: BDiff: 2 Page Ref: 232AACSB: Ethical ReasoningSkill: ConceptObjective: 8-217) At the very least, the _ identifies the product or brand. It might also describe several thing

19、s about the product and promote the brand.A) line extensionB) social marketingC) labelD) specialty productE) packageAnswer: CDiff: 1 Page Ref: 232AACSB: CommunicationSkill: ConceptObjective: 8-218) The major product line decision involves _.A) line stretchingB) moving the line upward or downwardC) p

20、roduct line fillingD) product line lengthE) product packagingAnswer: DDiff: 3 Page Ref: 234AACSB: CommunicationSkill: ConceptObjective: 8-219) When a company lengthens its product line beyond its current range, it is _.A) product line fillingB) product line stretchingC) product mixingD) increasing p

21、roduct depthE) building brand equityAnswer: BDiff: 2 Page Ref: 234AACSB: CommunicationSkill: ConceptObjective: 8-220) A _ consists of all the product lines and items that a particular seller offers for sale.A) product mixB) brand lineC) consumer mixD) packaging mixE) line extensionAnswer: ADiff: 1 P

22、age Ref: 234AACSB: CommunicationSkill: ConceptObjective: 8-221) Product mix _ refers to the number of different product lines the company carries. Procter & Gamble markets 250 brands organized into many product lines.A) lengthB) heightC) widthD) perimeterE) depthAnswer: CDiff: 2 Page Ref: 235AACSB:

23、CommunicationSkill: ConceptObjective: 8-222) Product mix _ refers to the number of versions offered of each product in the line. Crest toothpaste comes in 13 varieties, ranging from Crest Multicare to Crest Baking Soda formulations.A) lengthB) depthC) heightD) widthE) perimeterAnswer: BDiff: 3 Page

24、Ref: 235AACSB: CommunicationSkill: ConceptObjective: 8-223) A company can increase its business in four ways. Which is NOT one of these ways?A) It can add new product lines, thus widening its product mix.B) It can lengthen its existing product lines.C) It can add more versions of each product and th

25、us deepen its product mix.D) It can discontinue some of its lines.E) It can increase the consistency of its product mix.Answer: DDiff: 1 Page Ref: 235AACSB: CommunicationSkill: ConceptObjective: 8-224) The strongest brands go beyond attributes or benefit positioning; they are positioned on _.A) desi

26、rable benefitB) good packagingC) service inseparabilityD) strong beliefs and valuesE) customer imageAnswer: DDiff: 2 Page Ref: 239AACSB: CommunicationSkill: ConceptObjective: 8-325) Which of the following is NOT a desirable quality for a brand name? A) It should suggest something about the products

27、benefits and qualities.B) It should be easy to pronounce, recognize, and remember.C) The brand should almost always be a long word to get attention.D) The name should translate easily into foreign languages.E) It should be distinctive.Answer: CDiff: 2 Page Ref: 239AACSB: CommunicationSkill: ConceptO

28、bjective: 8-326) In most _ situations, one company licenses another companys well-known brand to use in combination with its own.A) brand extensionB) brand equityC) co-brandingD) internal marketingE) line extensionAnswer: CDiff: 2 Page Ref: 242Skill: ConceptObjective: 8-327) A _ involves the use of

29、a successful brand name to launch new or modified products in a new category.A) line extensionB) product lineC) brand extensionD) private brandE) brand symbolAnswer: CDiff: 1 Page Ref: 243Skill: ConceptObjective: 8-328) Which of the following is the most important for product designers to consider a

30、s they develop a product?A) which product features can be added to create higher-level modelsB) how the product appearsC) what the products technical specifications areD) how customers will use and benefit from the productE) how the product is packaged to attract spontaneous purchasesAnswer: DDiff: 3 Page Ref: 231AACSB: Analytic SkillsSkill: ApplicationObjective: 8-229) Shopping products are less frequently purchased than consumer products and services that customer