科特勒市场营销第八章知识题与答案解析.docx

科特勒市场营销第八章知识题与答案解析.docx

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科特勒市场营销第八章知识题与答案解析

Chapter8Product,Services,andBrandingStrategies:

BuildingCustomerValue

1）________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

2）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

3）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

4）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

5）Productsandservicesfallintotwobroadclassificationsbasedonthetypesofconsumersthatusethem.Whichisoneofthesebroadclasses?

A）industrialproducts

B）specialtyproducts

C）suppliesandservices

D）materialsandparts

E）convenienceproducts

Answer:

A

Diff:

2PageRef:

226

Skill:

Concept

Objective:

8-1

6）________arelessfrequentlypurchasedconsumerproductsandservicesthatcustomerscomparecarefullyonsuitability,quality,price,andstyle.Consumersspendmuchtimeandeffortingatheringinformationandmakingcomparisonsabouttheseproducts.

A）Shoppingproducts

B）Convenienceproducts

C）Unsoughtproducts

D）Industrialproducts

E）Lineextensions

Answer:

A

Diff:

2PageRef:

226

Skill:

Concept

Objective:

8-1

7）________arethoseproductspurchasedforfurtherprocessingorforuseinconductingabusiness.

A）Unsoughtproducts

B）Specialtyproducts

C）Shoppingproducts

D）Industrialproducts

E）Accessories

Answer:

D

Diff:

1PageRef:

227

Skill:

Concept

Objective:

8-1

8）Mostmanufacturedmaterialsandpartsaresolddirectlyto________.Priceandservicearethemajormarketingfactors;brandingandadvertisingtendtobelessimportant.

A）consumers

B）industrialusers

C）brandextensions

D）co-branders

E）wholesalers

Answer:

B

Diff:

2PageRef:

227

Skill:

Concept

Objective:

8-1

9）________areindustrialproductsthataidinthebuyer'sproductionoroperations,includinginstallationsandaccessoryequipment.

A）Materials

B）Parts

C）Capitalitems

D）Specialtyitems

E）Supplies

Answer:

C

Diff:

2PageRef:

227

Skill:

Concept

Objective:

8-1

10）________consistsofactivitiesundertakentocreate,maintain,orchangetheattitudesandbehavioroftargetconsumerstowardanorganization.

A）Personmarketing

B）Organizationmarketing

C）Internalmarketing

D）Servicevariability

E）Intelligencemarketing

Answer:

B

Diff:

2PageRef:

228

AACSB:

Communication

Skill:

Concept

Objective:

8-1

11）________involvesactivitiesundertakentocreate,maintain,orchangeattitudestowardparticularcities,states,andregions.

A）Ideamarketing

B）Placemarketing

C）Organizationmarketing

D）Socialmarketing

E）Interactivemarketing

Answer:

B

Diff:

1PageRef:

228

AACSB:

Communication

Skill:

Concept

Objective:

8-1

12）________isdefinedastheuseofcommercialmarketingconceptsandtoolsinprogramsdesignedtoinfluenceindividuals'behaviortoimprovetheirwellbeingandthatofsociety.

A）Unsoughtproductmarketing

B）Internalmarketing

C）Socialmarketing

D）Productline

E）Interactivemarketing

Answer:

C

Diff:

1PageRef:

229

AACSB:

EthicalReasoning

Skill:

Concept

Objective:

8-1

13）Publichealthcampaignstoreducealcoholism,drugabuse,smoking,andobesityareallexamplesof________.

A）specialtyproducts

B）socialmarketing

C）shoppingproducts

D）consumerproducts

E）responsibilitymarketing

Answer:

B

Diff:

2PageRef:

229

AACSB:

EthicalReasoning

Skill:

Concept

Objective:

8-1

14）________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

15）________isanapproachinwhichallthecompany'speopleareinvolvedinconstantlyimprovingtheproducts,services,andbusinessprocesses.

A）Productquality

B）Brandequity

C）Totalqualitymanagement

D）Specialtyproductmarketing

E）Positioning

Answer:

C

Diff:

2PageRef:

230

Skill:

Concept

Objective:

8-2

24）Whatarethetwodimensionsofproductquality?

A）consistencyandlevel

B）performanceandresistance

C）designandinnovation

D）conformanceandstyle

E）featureanddesign

Answer:

A

Diff:

2PageRef:

230

Skill:

Concept

Objective:

8-2

16）Inrecentyears,productsafetyandenvironmentalresponsibilityhavebecomemajor________concerns.

A）branding

B）packaging

C）labeling

D）service

E）productline

Answer:

B

Diff:

2PageRef:

232

AACSB:

EthicalReasoning

Skill:

Concept

Objective:

8-2

17）Attheveryleast,the________identifiestheproductorbrand.Itmightalsodescribeseveralthingsabouttheproductandpromotethebrand.

A）lineextension

B）socialmarketing

C）label

D）specialtyproduct

E）package

Answer:

C

Diff:

1PageRef:

232

AACSB:

Communication

Skill:

Concept

Objective:

8-2

18）Themajorproductlinedecisioninvolves________.

A）linestretching

B）movingthelineupwardordownward

C）productlinefilling

D）productlinelength

E）productpackaging

Answer:

D

Diff:

3PageRef:

234

AACSB:

Communication

Skill:

Concept

Objective:

8-2

19）Whenacompanylengthensitsproductlinebeyonditscurrentrange,itis________.

A）productlinefilling

B）productlinestretching

C）productmixing

D）increasingproductdepth

E）buildingbrandequity

Answer:

B

Diff:

2PageRef:

234

AACSB:

Communication

Skill:

Concept

Objective:

8-2

20）A________consistsofalltheproductlinesanditemsthataparticularselleroffersforsale.

A）productmix

B）brandline

C）consumermix

D）packagingmix

E）lineextension

Answer:

A

Diff:

1PageRef:

234

AACSB:

Communication

Skill:

Concept

Objective:

8-2

21）Productmix________referstothenumberofdifferentproductlinesthecompanycarries.Procter&Gamblemarkets250brandsorganizedintomanyproductlines.

A）length

B）height

C）width

D）perimeter

E）depth

Answer:

C

Diff:

2PageRef:

235

AACSB:

Communication

Skill:

Concept

Objective:

8-2

22）Productmix________referstothenumberofversionsofferedofeachproductintheline.Cresttoothpastecomesin13varieties,rangingfromCrestMulticaretoCrestBakingSodaformulations.

A）length

B）depth

C）height

D）width

E）perimeter

Answer:

B

Diff:

3PageRef:

235

AACSB:

Communication

Skill:

Concept

Objective:

8-2

23）Acompanycanincreaseitsbusinessinfourways.WhichisNOToneoftheseways?

A）Itcanaddnewproductlines,thuswideningitsproductmix.

B）Itcanlengthenitsexistingproductlines.

C）Itcanaddmoreversionsofeachproductandthusdeepenitsproductmix.

D）Itcandiscontinuesomeofitslines.

E）Itcanincreasetheconsistencyofitsproductmix.

Answer:

D

Diff:

1PageRef:

235

AACSB:

Communication

Skill:

Concept

Objective:

8-2

24）Thestrongestbrandsgobeyondattributesorbenefitpositioning;theyarepositionedon________.

A）desirablebenefit

B）goodpackaging

C）serviceinseparability

D）strongbeliefsandvalues

E）customerimage

Answer:

D

Diff:

2PageRef:

239

AACSB:

Communication

Skill:

Concept

Objective:

8-3

25）WhichofthefollowingisNOTadesirablequalityforabrandname?

A）Itshouldsuggestsomethingabouttheproduct'sbenefitsandqualities.

B）Itshouldbeeasytopronounce,recognize,andremember.

C）Thebrandshouldalmostalwaysbealongwordtogetattention.

D）Thenameshouldtranslateeasilyintoforeignlanguages.

E）Itshouldbedistinctive.

Answer:

C

Diff:

2PageRef:

239

AACSB:

Communication

Skill:

Concept

Objective:

8-3

26）Inmost________situations,onecompanylicensesanothercompany'swell-knownbrandtouseincombinationwithitsown.

A）brandextension

B）brandequity

C）co-branding

D）internalmarketing

E）lineextension

Answer:

C

Diff:

2PageRef:

242

Skill:

Concept

Objective:

8-3

27）A________involvestheuseofasuccessfulbrandnametolaunchnewormodifiedproductsinanewcategory.

A）lineextension

B）productline

C）brandextension

D）privatebrand

E）brandsymbol

Answer:

C

Diff:

1PageRef:

243

Skill:

Concept

Objective:

8-3

28）Whichofthefollowingisthemostimportantforproductdesignerstoconsiderastheydevelopaproduct?

A）whichproductfeaturescanbeaddedtocreatehigher-levelmodels

B）howtheproductappears

C）whattheproduct'stechnicalspecificationsare

D）howcustomerswilluseandbenefitfromtheproduct

E）howtheproductispackagedtoattractspontaneouspurchases

Answer:

D

Diff:

3PageRef:

231

AACSB:

AnalyticSkills

Skill:

Application

Objective:

8-2

29）Shoppingproductsarelessfrequentlypurchasedthanconsumerproductsandservicesthatcusto