市场营销学题库marketing题库2.docx
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市场营销学题库marketing题库2.docx
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市场营销学题库marketing题库2
MarketingRevisionPartII
Chapter8Product,Services,andBrandingStrategies:
BuildingCustomerValue
1)Wedefinea________asanythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionandthatmightsatisfyawantorneed.
A)privatebrand
B)servicevariability
C)service
D)product
E)serviceencounter
Answer:
D
Diff:
1PageRef:
224
AACSB:
Communication
Skill:
Concept
Objective:
8-1
2)________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
3)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
4)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
5)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
6)Developingaproductorserviceinvolvesdefiningthebenefitsthatitwilloffer.Thesebenefitsarecommunicatedanddeliveredby________suchasquality,features,andstyleanddesign.
A)privatebrands
B)productattributes
C)consumerproducts
D)productmixes
E)marketingtools
Answer:
B
Diff:
3PageRef:
229
AACSB:
Communication
Skill:
Concept
Objective:
8-2
7)________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
8)________isanapproachinwhichallthecompany'speopleareinvolvedinconstantlyimprovingtheproducts,services,andbusinessprocesses.
A)Productquality
B)Brandequity
C)Totalqualitymanagement
D)Specialtyproductmarketing
E)Positioning
Answer:
C
Diff:
2PageRef:
230
Skill:
Concept
Objective:
8-2
9)Whatarethetwodimensionsofproductquality?
A)consistencyandlevel
B)performanceandresistance
C)designandinnovation
D)conformanceandstyle
E)featureanddesign
Answer:
A
Diff:
2PageRef:
230
Skill:
Concept
Objective:
8-2
10)Whichofthefollowingtypesofqualityreferstofreedomfromdefectsandconsistencyindeliveringatargetedlevelofperformance?
A)privatebrand
B)product
C)totalqualitymanagement
D)conformance
E)adherence
Answer:
D
Diff:
2PageRef:
230
Skill:
Concept
Objective:
8-2
11)Someanalystssee________asthemajorenduringassetofacompany,outlastingthecompany'sspecificproductsandfacilities.
A)brands
B)convenienceproducts
C)specialtyproducts
D)unsoughtproducts
E)staples
Answer:
A
Diff:
1PageRef:
235
AACSB:
Communication
Skill:
Concept
Objective:
8-3
12)Akeyelementinacompany'srelationshipwithconsumers,a________representsconsumers'perceptionsandfeelingsaboutaproductanditsperformance.
A)productline
B)productexperience
C)brand
D)service
E)productattribute
Answer:
C
Diff:
2PageRef:
236
AACSB:
Communication
Skill:
Concept
Objective:
8-3
13)WhichofthefollowingisNOToneofthefourconsumerperceptiondimensionsusedbyadagencyYoung&Rubicamtomeasurebrandstrength?
A)branddifferentiation
B)brandknowledge
C)brandvaluation
D)brandesteem
E)brandrelevance
Answer:
C
Diff:
3PageRef:
236
AACSB:
Communication
Skill:
Concept
Objective:
8-3
14)Thetotalfinancialvalueofabrandisestimatedthroughtheprocessofbrand________.
A)differentiation
B)valuation
C)extensions
D)positioning
E)equity
Answer:
B
Diff:
2PageRef:
236
AACSB:
Communication
Skill:
Concept
Objective:
8-3
15)Thefundamentalassetunderlyingbrandequityis________–-thevalueofthecustomerrelationshipsthatthebrandcreates.Apowerfulbrandisimportant,butwhatitreallyrepresentsisasetofloyalconsumers.
A)thecustomermix
B)customerequity
C)lineequity
D)servicevariability
E)theserviceencounter
Answer:
B
Diff:
3PageRef:
238
AACSB:
Communication
Skill:
Concept
Objective:
8-3
16)________meansthatservicescannotbeseparatedfromtheirproviders,whethertheprovidersarepeopleormachines.
A)Serviceintangibility
B)Serviceinseparability
C)Servicevariability
D)Serviceperishability
E)Serviceheterogeneity
Answer:
B
Diff:
1PageRef:
245
Skill:
Concept
Objective:
8-4
17)WhichofthefollowingisNOToneofthelinksintheservice-profitchain,linkingservicefirmprofitswithemployeeandcustomersatisfaction?
A)internalservicequality
B)evidencemanagement
C)satisfiedandproductiveserviceemployees
D)satisfiedandloyalcustomers
E)healthyserviceprofitsandgrowth
Answer:
B
Diff:
3PageRef:
246
Skill:
Concept
Objective:
8-4
18)Through________,theservicefirmtrainsandmotivatesitscustomer-contactemployeesandsupportingservicepeopletoworkasateamtoprovidecustomersatisfaction.
A)serviceinseparability
B)serviceintangibility
C)servicevariability
D)internalmarketing
E)externalmarketing
Answer:
D
Diff:
2PageRef:
247
Skill:
Concept
Objective:
8-4
19)Becauseservicequalitydependsonthequalityofbuyer-sellerinteractionduringtheserviceencounter,servicemarketersuse________totrainemployeesintheartofinteractingwithcustomerstosatisfytheirneeds.
A)interactivemarketing
B)servicedifferentiation
C)serviceproductivity
D)internalmarketing
E)externalmarketing
Answer:
A
Diff:
2PageRef:
247
Skill:
Concept
Objective:
8-4
20)Allofthefollowingaremethodsfordevelopingadifferentiatedserviceoffer,delivery,orimageEXCEPT________.
A)offeringinnovativefeatures
B)increasingthequantityofservicebygivingupsomequality
C)havingmorereliablecustomer-contactpeople
D)developingsymbolsandbranding
E)designingasuperiordeliveryprocess
Answer:
B
Diff:
2PageRef:
248
Skill:
Concept
Objective:
8-4
21)Aserviceisanythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionandthatmightsatisfyawantorneed.
Answer:
FALSE
Diff:
1PageRef:
224
Skill:
Concept
Objective:
8-1
22)Sonyoffersconsumersmorethanjustcamcorders;itprovidesconsumerswithacompletesolutiontotheirpicture-takingproblems.Thisofferingiscalledanaugmentedproduct.
Answer:
TRUE
Diff:
3PageRef:
225
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
8-1
23)Unsoughtproductsareproductsthatthecustomerusuallybuysfrequently,immediately,andwithaminimumofcomparisonandbuyingeffort.
Answer:
FALSE
Diff:
1PageRef:
226
Skill:
Concept
Objective:
8-1
24)Shoppingproductsarelessfrequentlypurchasedconsumerproductsandservicesthatcustomerscomparecarefullyonsuitability,quality,price,andstyle.
Answer:
TRUE
Diff:
2PageRef:
226
Skill:
Concept
Objective:
8-1
25)Styleisalargerconceptthandesign.Designdescribestheappearanceofaproduct.
Answer:
FALSE
Diff:
3PageRef:
230
Skill:
Concept
Objective:
8-2
26)Brandingcanaddconsumervaluetoaproduct.
Answer:
TRUE
Diff:
2PageRef:
231
AACSB:
Communication
Skill:
Concept
Objective:
8-2
27)Becausesomanypurchasedecisionsaremadeinstores,aproduct'spackagingmaybeaseller'slastandbestchancetoinfluenceconsumers.
Answer:
TRUE
Diff:
2PageRef:
232
AACSB:
Communication
Skill:
Concept
Objective:
8-2
28)Productsupportservicesidentifytheproductorbrand,describeseveralthingsabouttheproduct,andpromotetheproductthroughattractivegraphics.
Answer:
FALSE
Diff:
2PageRef:
233
AACSB:
Communication
Skill:
Concept
Objective:
8-2
29)Quakerproducesavarietyofcereals.Thisvarietyiscalleditsproductline.
Answer:
TRUE
Diff:
2PageRef:
234
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
8-2
30)Cannibalizationandcustomerconfusionaboutproductdifferentiationaretwopotentialresultsiflinefillingisoverdone.
Answer:
TRUE
Diff:
3PageRef:
234
Skill:
Concept
Objective:
8-2
Chapter9New-ProductDevelopmentandProductLife-CycleStrategies
1)Whatarethetwowaysthatacompanycanobtainnewproducts?
A)lineextensionandbrandmanagement
B)internaldevelopmentandbrandmanagement
C)new-productdevelopmentandacquisition
D)servicedevelopmentandproductextension
E)marketmixmodificationandresearchanddevelopment
Answer:
C
Diff:
2PageRef:
258
Skill:
Concept
Objective:
9-1
2)Productimprovements,productmodifications,andoriginalproductscanallbeclassifiedas________.
A)pioneerproducts
B)newproducts
C)productconcepts
D)productideas
E)testproducts
Answer:
B
Diff:
1PageRef:
258
Skill:
Concept
Objective:
9-1
3)WhichofthefollowingisNOTapotentialreasonforanewproducttofail?
A)anunderestimatedmarketsize
B
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