armstrong07tifWord格式.docx
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armstrong07tifWord格式.docx
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(2)Page:
3._____areaformofproductthatconsistsofactivities,benefits,orsatisfactions
offeredforsalethatareessentiallyintangibleanddonotresultintheownershipof
anything.
a.Ideas
b.Services
c.Offers
d.Goods
4.Banks,hotels,airlines,retail,taxpreparation,andhomerepairareallexamplesof_____.
a.products
b.ideas
c.offers
d.services
(d)Difficulty:
5.
Today,asproductsandservicesbecomemoreandmore_____,manycompaniesaremovingtoanewlevelincreatingvaluefortheircustomers.
a.complex
b.high-tech
c.commoditized
d.expensive
(c)Difficulty:
6.Todifferentiatetheiroffers,beyondsimplymakingproductsanddeliveringservices,
companiesarestaging,marketing,anddeliveringmemorable_____.
a.commodities
b.slogans
c.prices
d.customerexperiences
7.Accordingtothetext,KrispyKremedoesn'
tjustselldoughnuts,theysellmagicalmoments;
Disneyhaslongmanufacturedmemoriesthroughitsmoviesandthemeparks;
andStarbuckspatronsarepayingformorethanjustcoffee.Intheseexamples,companiesaremarketing_____realizingthatcustomersarebuyingmuchmorethanjustproductsandservices.
b.socialresponsibility
c.value
d.noneoftheabove
(3)Page:
226
8.Today,marketingcompaniesthinkaboutproductsandservicesonthreelevels.Thethreelevelswhichoffercustomervalueinclude_____
a.basicbenefit,augmentedproductandactualproduct
b.basicbenefit,corebenefitandactualproduct
c.corebenefit,actualproductandaugmentedproduct
d.basicbenefit,corebenefitandaugmentedproduct
Answer:
(c)Difficulty"
:
9.Productplannersthinkaboutproductsandservicesonthreelevels.Eachleveladdsmorecustomervalue.Themostbasiclevelisthe_____,whichaddressesthequestion,"
Whatisthebuyerreallybuying?
"
a.basicbenefit
b.actualproduct
c.augmentedproduct
d.corebenefit
10.CharlesRevson,founderofRevlonCosmetics,onceremarked,"
Inthefactory,wemakecosmetics;
inthestore,wesellhope."
Hewasreferringtothe_____leveloftheproduct.
a."
actualproduct"
b."
corebenefit"
c."
augmentedproduct"
d."
basicbenefit"
11.Productandservicefeatures,design,aqualitylevel,abrandname,andpackagingrefertothe_____leveloftheproduct.
basic"
12.WhenSonyanditsdealersgivebuyersawarrantyonpartsandworkmanship,instructiononhowtousethecamcorder,quickrepairserviceswhenneeded,andatoll-freenumbertocalliftheyhaveproblemsorquestions,Sonyisbuildinga(n)_____byofferingadditionalconsumerservicesandbenefits.
image"
13.Whendevelopingproducts,marketersfirstmustidentifythe_____consumerneeds
theproductwillsatisfy.Theymustdesigntheactualproductandfindwaysto
augmentitinordertocreatethebundleofbenefitsthatwillprovidethemost
satisfyingcustomerexperience.
a.actual
b.core
c.basic
d.augmented
227
14._____areproductsandservicesboughtbyfinalconsumersforpersonalconsumption.
a.Consumerproducts
b.Industrialproducts
c.Businessproducts
d.Capitalitems
15.
_____areconsumerproductsthatthecustomerusuallybuysfrequently,immediately,andwithaminimumofcomparisonandbuyingeffort.
a.Industrialproducts
b.Convenienceproducts
c.Shoppingproducts
d.Specialtyproducts
16.Consumerproductsareproductsandservicesboughtforpersonalconsumption.Theyinclude_____,_____,and_____.
a.core;
actual;
augmentedproducts
b.industrial;
convenience;
shoppingproducts
c.industrial;
consumer;
convenienceproducts
d.convenience;
shopping;
specialtyproducts
17._____areusuallylowpriced,andmarketersplacetheminmanylocationstomakethemreadilyavailablewhencustomersneedthem.
a.Coreproducts
b.Actualproducts
d.Convenienceproducts
18._____arelessfrequentlypurchasedconsumerproductsandservicesthatcustomerscomparecarefullyonsuitability,quality,price,andstyle.
a.Convenienceproducts
b.Shoppingproducts
c.Specialtyproducts
d.Unsoughtproducts
228
19.Mostmajorinnovationsare_____productsandservicesuntiltheconsumerbecomesawareofthemthroughadvertising.
a.shopping
b.convenience
c.specialty
d.unsought
20.
_____marketersusuallydistributetheirproductsthroughfewerselectedoutletsbutprovidedeepersalessupporttohelpcustomersintheircomparisonefforts.
a.Unsoughtgoods
b.Specialtyproducts
21._____areconsumerproductsandserviceswithuniquecharacteristicsorbrandidentificationforwhichasignificantgroupofbuyersiswillingtomakeaspecialpurchaseeffort.
b.Shoppinggoods
c.Conveniencegoods
22.ALamborghiniautomobileisa(an)_____becausebuyersareusuallywillingtotravelgreatdistancestobuyone.
a.unsoughtproduct
b.shoppingproduct
c.specialtyproduct
d.convenienceproduct
23.Buyersnormallydonotcompare_____;
theyinvestonlythetimeneededtoreachdealershipscarryingthewantedproducts.
a.specialtyproducts
b.shoppingproducts
c.convenienceproducts
d.unsoughtproducts
24.Well-knownexamplesof_____arelifeinsurance,cemeteryplots,andblooddonationstotheAmericanRedCross.Theyrequirealotofadvertising,personalselling,andothermarketingefforts.
a.shoppingproducts
b.specialtyproducts
25.
High-pricedphotographicequipment,designerclothes,andtheservicesofmedicalorlegalspecialistsfallunderthecategoryof_____.
c.unsoughtgoods
d.convenienceproducts
26._____arethosepurchasedforfurtherprocessingorforuseinconductingabusiness.
a.Shoppingproducts
c.Convenienceproducts
d.Industrialproducts
27.Thedistinctionbetweenaconsumerproductandanindustrialproductisbasedon_____.
a.thepurposeforwhichtheproductisbought
b.guesswork
c.whothebuyeroftheproductis
d.targetmarket
28.Ifaconsumerbuysalawnmowerforpersonaluseinthehome,thelawnmowerisa_____.Ifthesameconsumerbuysthelawnmowerforuseinalandscapingbusiness,thelawnmowerisan_____.
a.unsoughtgood;
industrialproduct
b.soughtgood;
consumerproduct
c.consumerproduct;
d.industrialproduct;
29.Thethreegroupsofindustrialproductsandservicesinclude:
_____.
a.soughtgoods,unsoughtgoods,andconvenienceproducts
b.materialsandparts,capitalitems,andsuppliesandservices
c.convenienceproducts,shoppingproducts,andspecialtyproducts
d.unsoughtgoods,shoppingproducts,andspecialtyproducts
30.For_____,priceandservicearethemajormarketingfactors;
brandingandadvertisingtendtobelessimportant.
a.unsoughtgoods
b.convenienceproducts
c.shoppingproducts
d.industrialproducts
31._____areindustrialproductsthatincludeinstallationsandaccessoryequipment.Theyincludeportablefactoryequipmentandtoolsandofficeequipment.
a.Materialsandparts
b.Suppliesandservices
c.Capitalitems
d.Alloftheabove
32._____includerepairandmaintenanceitems.Theyareperceivedtobeconvenienceproductsoftheindustrialfieldbecausetheyareusuallypurchasedwithaminimumofeffortorcomparison.
a.Capitalitems
b.Materialsandparts
c.Suppliesandservices
229
33.Lubricants,coal,paper,pencils,paint,nailsandwindowcleaningandcomputerrepairareallexamplesofagroupofbusinessproductscalled_____.
a.capitalitems
b.materialsandparts
c.suppliesandservices
34.Inadditiontotangibleproductsandservices,inrecentyearsmarketershavebroadenedtheconceptofaproducttoincludeothermarketofferings--_____,_____,and_____.
a.organizations;
persons;
placesandideas
b.co
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