科特勒市场营销第八章习题与答案.docx

《科特勒市场营销第八章习题与答案.docx》由会员分享，可在线阅读，更多相关《科特勒市场营销第八章习题与答案.docx（10页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、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 extensionsServicesB) BrandsConsumer pro

2、ductsC) SupplementsAnswer: BDiff: 1 Page Ref: 224AACSB: Communication Skill: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 offeringbrand equityB) brand extensionco-brandingC) value chai

3、nAnswer: ADiff: 1 Page Ref: 224AACSB: Communication Skill:ConceptObjective: 8-13) To differentiate themselves, many companies are going beyond products and services, they are developing and delivering customer.A) qualityexperiencesB) brandsproduct linesC) eventsAnswer: BDiff: 2 Page Ref: 224AACSB: C

4、ommunication Skill: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 buying32) Product support services identify the product or bran

5、d, describe several things about the product, and promote the product through attractive graphics.Answer: FALSEDiff: 2 Page Ref: 233AACSB: Communication Skill:ConceptObjective: 8-233) A company can stretch its product either upward or downward, but not both directions. Answer: FALSEDiff: 1 Page Ref:

6、 234Skill: ConceptObjective: 8-234) A company might stretch its product line upward to add prestige to its current products. Answer: TRUEDiff: 2 Page Ref: 234Skill: ConceptObjective: 8-235) A companys product mix has four important dimensions: width, length, depth, and consistency.Answer: TRUEDiff:

7、1 Page Ref: 235Skill: ConceptObjective: 8-236) When a company introduces a new brand name in the same product category, it is called line extension.Answer: FALSEDiff: 2 Page Ref: 242Skill: ConceptObjective: 8-3A) actual productaugmented productB) core customer valueco-brandingE)exchangeAnswer: CDiff

8、: 2 Page Ref: 225AACSB: Communication Skill: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 classesindustrial productsA) specialty productssupplies and servicesB) materials and partsconvenien

9、ce 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 style. Consumers spend much time and effort in gathering information and making comparisons about t

10、hese products.A) Shopping productsConvenience productsB) Unsought productsIndustrial productsC) Line extensionsAnswer: ADiff: 2 Page Ref: 226Skill: ConceptObjective: 8-17)are those products purchased for further processing or for use in conducting a business.A) Unsought productsSpecialty productsB)

11、Shopping productsIndustrial productsC) AccessoriesAnswer: DDiff: 1 Page Ref: 227Skill: ConceptObjective: 8-18) Most manufactured materials and parts are sold directly to. Price and service are the major marketing factors; branding and advertising tend to be less important.A) consumersindustrial user

12、sB) brand extensionsco-brandersC) wholesalersAnswer: BDiff: 2 Page Ref: 227Skill: ConceptObjective: 8-19)are industrial products that aid in the buyers production or operations, including installations and accessory equipment.A) MaterialsPartsB) Capital itemsSpecialty itemsC) SuppliesAnswer: CDiff:

13、2 Page Ref: 227Skill: ConceptObjective: 8-110)consists of activities undertaken to create, maintain, or change the attitudesand behavior of target consumers toward an organization.A) Person marketingOrganization marketingB) Internal marketingService variabilityC) Intelligence marketingAnswer: BDiff:

14、 2 Page Ref: 228AACSB: Communication Skill:ConceptObjective: 8-111)involves activities undertaken to create, maintain, or change attitudestoward particular cities, states, and regions.A) Idea marketingB) Place marketingOrganization marketingC) Social marketingInteractive marketingAnswer: BDiff: 1 Pa

15、ge Ref: 228AACSB: Communication Skill:ConceptObjective: 8-112)is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals behavior to improve their well being and that of society. A) Unsought product marketingInternal marketingB) Social marketingPro

16、duct lineC) Interactive marketingAnswer: CDiff: 1 Page Ref: 229AACSB: Ethical ReasoningSkill: ConceptObjective: 8-113) Public health campaigns to reduce alcoholism, drug abuse, smoking, and obesity areall examples of.A) specialty productssocial marketingB) shopping productsconsumer productsC) respon

17、sibility marketingAnswer: BDiff: 2 Page Ref: 229AACSB: Ethical ReasoningSkill: ConceptObjective: 8-114)is one of the marketers major positioning tools because it has a direct impact on product or service performance; it is therefore closely linked to customer value and satisfaction.A) PackagingProdu

18、ct qualityB) Total quality managementSpecialty product marketingC) PositioningAnswer: BDiff: 2 Page Ref: 229AACSB: Communication Skill:ConceptObjective: 8-215)is an approach in which all the companys people are involved inconstantly improving the products, services, and business processes.A) Product

19、 qualityBrand equityB) Total quality managementSpecialty product marketingC) PositioningAnswer: CDiff: 2 Page Ref: 230Skill: ConceptObjective: 8-224) What are the two dimensions of product qualityA) consistency and levelperformance and resistanceB) design and innovationconformance and styleC) featur

20、e and designAnswer: ADiff: 2 Page Ref: 230Skill: ConceptObjective: 8-2In recent years, product safety and environmental responsibility have become major concerns.A) brandingpackagingB) labelingserviceC) product lineAnswer: BDiff: 2 Page Ref: 232AACSB: Ethical ReasoningSkill: ConceptObjective: 8-216)

21、 At the very least, the identifies the product or brand. It might alsodescribeseveral things about the product and promote the brand.A) line extensionsocial marketingB) labelspecialty productC) package Answer: C Diff: 1 Page Ref: 232 AACSB: Communication Skill: Concept Objective: 8-2The major produc

22、t line decision involves.A) line stretchingmoving the line upward or downwardB) product line fillingproduct line lengthC) product packaging Answer: DDiff: 3 Page Ref: 234AACSB: Communication Skill: ConceptObjective: 8-217) When a company lengthens its product line beyond its current range, it is. A)

23、 product line fillingproduct line stretchingB) product mixingincreasing product depthC) building brand equity Answer: BDiff: 2 Page Ref: 234AACSB: Communication Skill: ConceptObjective: 8-218) A consists of all the product lines and items that a particular seller offers forsale.A) product mixbrand l

24、ineB) consumer mixpackaging mixC) line extension Answer: ADiff: 1 Page Ref: 234 AACSB: CommunicationSkill: ConceptObjective: 8-219) Product mix refers to the number of different product lines the companycarries.Procter & Gamble markets 250 brands organized into many product lines.A) lengthheightB) w

25、idthperimeterC) depthAnswer: CDiff: 2 Page Ref: 235AACSB: Communication Skill:ConceptObjective: 8-220) 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) lengthdept

26、hB) heightwidthC) perimeterAnswer: BDiff: 3 Page Ref: 235AACSB: Communication Skill:ConceptObjective: 8-221) A company can increase its business in four ways. Which is NOT one of these waysIt can add new product lines, thus widening its product mix.A) It can lengthen its existing product lines.B) It

27、 can add more versions of each product and thus deepen its product mix.C) It can discontinue some of its lines.D) It can increase the consistency of its product mix.Answer: DDiff: 1 Page Ref: 235AACSB: Communication Skill:ConceptObjective: 8-222) The strongest brands go beyond attributes or benefit

28、positioning; they are positioned onA) desirable benefitgood packagingB) service inseparabilitystrong beliefs and valuesC) customer imageAnswer: DDiff: 2 Page Ref: 239AACSB: Communication Skill:ConceptObjective: 8-323) Which of the following is NOT a desirable quality for a brand nameIt should sugges

29、t something about the products benefits and qualities.A) It should be easy to pronounce, recognize, and remember.B) The brand should almost always be a long word to get attention.C) The name should translate easily into foreign languages.D) It should be distinctive.Answer: CDiff: 2 Page Ref: 239AACS

30、B: Communication Skill:ConceptObjective: 8-324) In most situations, one company licenses another companys well-known brandto use in combination with its own.A) brand extensionbrand equityB) co-brandinginternal marketingC) line extensionAnswer: CDiff: 2 Page Ref: 242Skill: ConceptObjective: 8-3A invo

31、lves the use of a successful brand name to launch new ormodifiedproducts in a new category.A) line extensionproduct lineB) brand extensionprivate brandC) brand symbolAnswer: CDiff: 1 Page Ref: 243Skill: ConceptObjective: 8-325) Which of the following is the most important for product designers to co

32、nsider as they develop a productwhich product features can be added to create higher-level modelsA) how the product appearswhat the products technical specifications areB) how customers will use and benefit from the producthow the product is packaged to attract spontaneous purchasesAnswer: DDiff: 3

33、Page Ref: 231AACSB: Analytic SkillsSkill: ApplicationObjective: 8-2Shopping products are less frequently purchased than consumer products and services that customers compare carefully on suitability, quality, price, and style.Answer: TRUEDiff: 2 Page Ref: 226Skill: ConceptObjective: 8-1105) Style is

34、 a larger concept than design. Design describes the appearance of a product. Answer: FALSEDiff: 3 Page Ref: 230Skill: ConceptObjective: 8-226) Branding can add consumer value to a product.Answer: TRUEDiff: 2 Page Ref: 231AACSB: Communication Skill:ConceptObjective: 8-227) Because so many purchase decisions are made in stores, a products packaging may be a sellers last and best chance to influence consumers.Answer: TRUEDiff: 2 Page Ref: 232AACSB: Communication Skill:ConceptObjective: 8-2