科特勒市场营销第八章习题与答案.pdf

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1、 Chapter 8 Product,Services,and Branding Strategies:Building Customer Value 1)_ 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 extensions B)Services C)Brands D)Consumer

2、 products E)Supplements Answer:B Diff:1 Page Ref:224 AACSB:Communication Skill:Concept Objective:8-1 2)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 offering B)brand equity C)brand extension D)co-branding E)val

3、ue chain Answer:A Diff:1 Page Ref:224 AACSB:Communication Skill:Concept Objective:8-1 3)To differentiate themselves,many companies are going beyond products and services,they are developing and delivering customer _.A)quality B)experiences C)brands D)product lines E)events Answer:B Diff:2 Page Ref:2

4、24 AACSB:Communication Skill:Concept Objective:8-1 4)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 product B)augmented product C)core cust

5、omer value 305 Copyright?2010 Pearson Education,Inc.Publishing as Prentice Hall D)co-branding E)exchange Answer:C Diff:2 Page Ref:225 AACSB:Communication Skill:Concept Objective:8-1 5)Products and services fall into two broad classifications based on the types of consumers that use them.Which is one

6、 of these broad classes?A)industrial products B)specialty products C)supplies and services D)materials and parts E)convenience products Answer:A Diff:2 Page Ref:226 Skill:Concept Objective:8-1 6)_ are less frequently purchased consumer products and services that customers compare carefully on suitab

7、ility,quality,price,and style.Consumers spend much time and effort in gathering information and making comparisons about these products.A)Shopping products B)Convenience products C)Unsought products D)Industrial products E)Line extensions Answer:A Diff:2 Page Ref:226 Skill:Concept Objective:8-1 7)_

8、are those products purchased for further processing or for use in conducting a business.A)Unsought products B)Specialty products C)Shopping products D)Industrial products E)Accessories Answer:D Diff:1 Page Ref:227 Skill:Concept Objective:8-1 8)Most manufactured materials and parts are sold directly

9、to _.Price and service are the major marketing factors;branding and advertising tend to be less important.306 Copyright?2010 Pearson Education,Inc.Publishing as Prentice Hall A)consumers B)industrial users C)brand extensions D)co-branders E)wholesalers Answer:B Diff:2 Page Ref:227 Skill:Concept Obje

10、ctive:8-1 9)_ are industrial products that aid in the buyers production or operations,including installations and accessory equipment.A)Materials B)Parts C)Capital items D)Specialty items E)Supplies Answer:C Diff:2 Page Ref:227 Skill:Concept Objective:8-1 10)_ consists of activities undertaken to cr

11、eate,maintain,or change the attitudes and behavior of target consumers toward an organization.A)Person marketing B)Organization marketing C)Internal marketing D)Service variability E)Intelligence marketing Answer:B Diff:2 Page Ref:228 AACSB:Communication Skill:Concept Objective:8-1 11)_ involves act

12、ivities undertaken to create,maintain,or change attitudes toward particular cities,states,and regions.A)Idea marketing B)Place marketing C)Organization marketing D)Social marketing E)Interactive marketing Answer:B Diff:1 Page Ref:228 AACSB:Communication Skill:Concept Objective:8-1 307 Copyright?2010

13、 Pearson Education,Inc.Publishing as Prentice Hall 12)_ 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 marketing B)Internal marketing C)Social marketing D)Produ

14、ct line E)Interactive marketing Answer:C Diff:1 Page Ref:229 AACSB:Ethical Reasoning Skill:Concept Objective:8-1 13)Public health campaigns to reduce alcoholism,drug abuse,smoking,and obesity are all examples of _.A)specialty products B)social marketing C)shopping products D)consumer products E)resp

15、onsibility marketing Answer:B Diff:2 Page Ref:229 AACSB:Ethical Reasoning Skill:Concept Objective:8-1 14)_ 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)Packaging B)

16、Product quality C)Total quality management D)Specialty product marketing E)Positioning Answer:B Diff:2 Page Ref:229 AACSB:Communication Skill:Concept Objective:8-2 15)_ is an approach in which all the companys people are involved in constantly improving the products,services,and business processes.A

17、)Product quality B)Brand equity C)Total quality management D)Specialty product marketing E)Positioning 308 Copyright?2010 Pearson Education,Inc.Publishing as Prentice Hall Answer:C Diff:2 Page Ref:230 Skill:Concept Objective:8-2 24)What are the two dimensions of product quality?A)consistency and lev

18、el B)performance and resistance C)design and innovation D)conformance and style E)feature and design Answer:A Diff:2 Page Ref:230 Skill:Concept Objective:8-2 16)In recent years,product safety and environmental responsibility have become major _ concerns.A)branding B)packaging C)labeling D)service E)

19、product line Answer:B Diff:2 Page Ref:232 AACSB:Ethical Reasoning Skill:Concept Objective:8-2 17)At the very least,the _ identifies the product or brand.It might also describe several things about the product and promote the brand.A)line extension B)social marketing C)label D)specialty product E)pac

20、kage Answer:C Diff:1 Page Ref:232 AACSB:Communication Skill:Concept Objective:8-2 18)The major product line decision involves _.A)line stretching B)moving the line upward or downward C)product line filling D)product line length 309 Copyright?2010 Pearson Education,Inc.Publishing as Prentice Hall E)p

21、roduct packaging Answer:D Diff:3 Page Ref:234 AACSB:Communication Skill:Concept Objective:8-2 19)When a company lengthens its product line beyond its current range,it is _.A)product line filling B)product line stretching C)product mixing D)increasing product depth E)building brand equity Answer:B Di

22、ff:2 Page Ref:234 AACSB:Communication Skill:Concept Objective:8-2 20)A _ consists of all the product lines and items that a particular seller offers for sale.A)product mix B)brand line C)consumer mix D)packaging mix E)line extension Answer:A Diff:1 Page Ref:234 AACSB:Communication Skill:Concept Obje

23、ctive:8-2 21)Product mix _ refers to the number of different product lines the company carries.Procter&Gamble markets 250 brands organized into many product lines.A)length B)height C)width D)perimeter E)depth Answer:C Diff:2 Page Ref:235 AACSB:Communication Skill:Concept Objective:8-2 22)Product mix

24、 _ 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.310 Copyright?2010 Pearson Education,Inc.Publishing as Prentice Hall A)length B)depth C)height D)width E)perimeter Answer:B Di

25、ff:3 Page Ref:235 AACSB:Communication Skill:Concept Objective:8-2 23)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 an

26、d thus deepen its product mix.D)It can discontinue some of its lines.E)It can increase the consistency of its product mix.Answer:D Diff:1 Page Ref:235 AACSB:Communication Skill:Concept Objective:8-2 24)The strongest brands go beyond attributes or benefit positioning;they are positioned on _.A)desira

27、ble benefit B)good packaging C)service inseparability D)strong beliefs and values E)customer image Answer:D Diff:2 Page Ref:239 AACSB:Communication Skill:Concept Objective:8-3 25)Which of the following is NOT a desirable quality for a brand name?A)It should suggest something about the products benef

28、its 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:C Diff:2 Page Ref:239 AACSB:Communication Skill:Concept Objective:8-3

29、 311 Copyright?2010 Pearson Education,Inc.Publishing as Prentice Hall 26)In most _ situations,one company licenses another companys well-known brand to use in combination with its own.A)brand extension B)brand equity C)co-branding D)internal marketing E)line extension Answer:C Diff:2 Page Ref:242 Sk

30、ill:Concept Objective:8-3 27)A _ involves the use of a successful brand name to launch new or modified products in a new category.A)line extension B)product line C)brand extension D)private brand E)brand symbol Answer:C Diff:1 Page Ref:243 Skill:Concept Objective:8-3 28)Which of the following is the

31、 most important for product designers to consider as they develop a product?A)which product features can be added to create higher-level models B)how the product appears C)what the products technical specifications are D)how customers will use and benefit from the product E)how the product is packag

32、ed to attract spontaneous purchases Answer:D Diff:3 Page Ref:231 AACSB:Analytic Skills Skill:Application Objective:8-2 29)Shopping products are less frequently purchased than consumer products and services that customers compare carefully on suitability,quality,price,and style.Answer:TRUE Diff:2 Pag

33、e Ref:226 Skill:Concept Objective:8-1 105)Style is a larger concept than design.Design describes the appearance of a product.Answer:FALSE 312 Copyright?2010 Pearson Education,Inc.Publishing as Prentice Hall Diff:3 Page Ref:230 Skill:Concept Objective:8-2 30)Branding can add consumer value to a produ

34、ct.Answer:TRUE Diff:2 Page Ref:231 AACSB:Communication Skill:Concept Objective:8-2 31)Because so many purchase decisions are made in stores,a products packaging may be a sellers last and best chance to influence consumers.Answer:TRUE Diff:2 Page Ref:232 AACSB:Communication Skill:Concept Objective:8-

35、2 32)Product support services identify the product or brand,describe several things about the product,and promote the product through attractive graphics.Answer:FALSE Diff:2 Page Ref:233 AACSB:Communication Skill:Concept Objective:8-2 33)A company can stretch its product either upward or downward,bu

36、t not both directions.Answer:FALSE Diff:1 Page Ref:234 Skill:Concept Objective:8-2 34)A company might stretch its product line upward to add prestige to its current products.Answer:TRUE Diff:2 Page Ref:234 Skill:Concept Objective:8-2 35)A companys product mix has four important dimensions:width,leng

37、th,depth,and consistency.Answer:TRUE Diff:1 Page Ref:235 Skill:Concept Objective:8-2 313 Copyright?2010 Pearson Education,Inc.Publishing as Prentice Hall 36)When a company introduces a new brand name in the same product category,it is called line extension.Answer:FALSE Diff:2 Page Ref:242 Skill:Concept Objective:8-3 314 Copyright?2010 Pearson Education,Inc.Publishing as Prentice Hall