科特勒市场营销第八章习题与答案.docx
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科特勒市场营销第八章习题与答案.docx
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科特勒市场营销第八章习题与答案
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)Shoppingproductsarelessfrequentlypurchasedthanconsumerproductsandservicesthatcustomer
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