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1、市场营销学题库marketing题库2Chapter8Product,Services,andBrandingStrategies:BuildingCustomerValue1)Wedefineaasanythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionandthatmightsatisfyawantorneed.A) privatebrandB) servicevariabilityC) serviceD) productE) serviceencounterAnswer:DDiff:1PageR
2、ef:224AACSB:CommunicationSkill:ConceptObjective:8-1A) 2)areaformofproductthatconsistsofactivities,benefits,orsatisfactionsofferedforsalethatareessentiallyintangibleanddonotresultintheownershipofanything.B) 1.ineextensionsC) ServicesD) BrandsE) ConsumerproductsF) SupplementsAnswer:BDiff:1PageRef:224A
3、ACSB:CommunicationSkill:ConceptObjective:8-13) Aproductisakeyelementinthe.Atoneextreme,itmayconsistofpuretangiblegoodsorattheotherextreme,pureservices.A) marketofferingB) brandequityC) brandextensionD) co-brandingE) valuechainAnswer:ADiff:1PageRef:224AACSB:CommunicationSkill:ConceptObjective:8-14) T
4、odifferentiatethemselves,manycompaniesaregoingbeyondproductsandservices,theyaredevelopinganddeliveringcustomer.A)qualityB) experiencesC) brandsD) productlinesE) eventsAnswer:BDiff:2PageRef:224AACSB:CommunicationSkill:ConceptObjective:8-15)Productplannersneedtoconsiderproductsandservicesonthreelevels
5、.Eachleveladdsmorecustomervalue.Themostbasiclevelisthe,whichaddressesthequestion,Whatisthebuyerreallybuying?1A) actualproductB) augmentedproductC) corecustomervalueD) co-brandingE) exchangeAnswer:CDiff:2PageRef:225AACSB:CommunicationSkill:ConceptObjective:8-16)Developingaproductorserviceinvolvesdefi
6、ningthebenefitsthatitwilloffer.Thesebenefitsarecommunicatedanddeliveredbysuchasquality,features,andstyleanddesign.A) privatebrandsB) productattributesC) consumerproductsD) productmixesE) marketingtoolsAnswer:BDiff:3PageRef:229AACSB:CommunicationSkill:ConceptObjective:8-27)isoneofthemarketersmajorpos
7、itioningtoolsbecauseithasadirectimpactonproductorserviceperfbnnance;itisthereforecloselylinkedtocustomervalueandsatisfaction.A) PackagingB) ProductqualityC) TotalqualitymanagementD) SpecialtyproductmarketingE) PositioningAnswer:BDiff:2PageRef:229AACSB:CommunicationSkill:ConceptObjective:8-28)isanapp
8、roachinwhichallthecompanyspeopleareinvolvedinconstantlyimprovingtheproducts,services,andbusinessprocesses.A) ProductqualityB) BrandequityC) TotalqualitymanagementD) SpecialtyproductmarketingE) PositioningAnswer:CDiff:2PageRef:230Skill:ConceptObjective:8-29) Whatarethetwodimensionsofproductquality?A)
9、 consistencyandlevelB) performanceandresistanceC) designandinnovationD) conformanceandstyleE) featureanddesignAnswer:ADiff:2PageRef:230Skill:ConceptObjective:8-210) Whichofthefollowingtypesofqualityreferstofreedomfromdefectsandconsistencyindeliveringatargetedlevelofperformance?A) privatebrandB) prod
10、uctC) totalqualitymanagementD) conformanceE) adherenceAnswer:DDiff:2PageRef:230Skill:ConceptObjective:8-211) Someanalystsseeasthemajorenduringassetofacompany,outlastingthecompanysspecificproductsandfacilities.A) brandsB) convenienceproductsC) specialtyproductsD) unsoughtproductsE) staplesAnswer:ADif
11、f:1PageRef:235AACSB:CommunicationSkill:ConceptObjective:8-312) Akeyelementinacompanysrelationshipwithconsumers,arepresentsconsumersperceptionsandfeelingsaboutaproductanditsperformance.A) productlineB) productexperienceC) brandD) serviceE) productattributeAnswer:CDiff:2PageRef:236AACSB:CommunicationS
12、kill:ConceptObjective:8-313) WhichofthefollowingisNOToneofthefourconsumerperceptiondimensionsusedbyadagencyYoung&Rubicamtomeasurebrandstrength?A) branddifferentiationB) brandknowledgeC) brandvaluationD) brandesteemE) brandrelevanceAnswer:CDiff:3PageRef:236AACSB:CommunicationSkill:ConceptObjective:8-
13、314) ThetotalfinancialvalueofabrandisestimatedthroughtheprocessofbrandA) differentiationB) valuationC) extensionsD) positioningE) equityAnswer:BDiff:2PageRef:236AACSB:CommunicationSkill:ConceptObjective:8-315) Thefundamentalassetunderlyingbrandequityisthevalueofthecustomerrelationshipsthatthebrandcr
14、eates.Apowerfulbrandisimportant,butwhatitreallyrepresentsisasetofloyalconsumers.A) thecustomermixB) customerequityC) lineequityD) servicevariabilityE) theserviceencounterAnswer:BDiff:3PageRef:238AACSB:CommunicationSkill:ConceptObjective:8-316)meansthatservicescannotbeseparatedfromtheirproviders,whet
15、hertheprovidersarepeopleormachines.A) ServiceintangibilityB) ServiceinseparabilityC) ServicevariabilityD) ServiceperishabilityE) ServiceheterogeneityAnswer:BDiff:1PageRef:245Skill:ConceptObjective:8-417) WhichofthefollowingisNOToneofthelinksintheservice-profitchain,linkingservicefirmprofitswithemplo
16、yeeandcustomersatisfaction?A) internalservicequalityB) evidencemanagementC) satisfiedandproductiveserviceemployeesD) satisfiedandloyalcustomersE) healthyserviceprofitsandgrowthAnswer:BDiff:3PageRef:246Skill:ConceptObjective:8-418) Through,theservicefirmtrainsandmotivatesitscustomer-contactemployeesa
17、ndsupportingservicepeopletoworkasateamtoprovidecustomersatisfaction.A) serviceinseparabilityB) serviceintangibilityC) servicevariabilityD) internalmarketingE) externalmarketingAnswer:DDiff:2PageRef:247Skill:ConceptObjective:8-419) Becauseservicequalitydependsonthequalityofbuyer-sellerinteractionduri
18、ngtheserviceencounter,servicemarketersusetotrainemployeesintheartofinteractingwithcustomerstosatisfytheirneeds.A) interactivemarketingB) servicedifferentiationC) serviceproductivityD) internalmarketingE) externalmarketingAnswer:ADiff:2PageRef:247Skill:ConceptObjective:8-420) Allofthefollowingaremeth
19、odsfordevelopingadifferentiatedserviceoffer,delivery,orimageEXCEPT.A) offeringinnovativefeaturesB) increasingthequantityofservicebygivingupsomequalityC) havingmorereliablecustomer-contactpeopleD) developingsymbolsandbrandingE) designingasuperiordeliveryprocessAnswer:BDiff:2PageRef:248Skill:ConceptOb
20、jective:8-421) Aserviceisanythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionandthatmightsatisfyawantorneed.Answer:FALSEDiff:1PageRef:224Skill:ConceptObjective:8-122) Sonyoffersconsumersmorethanjustcamcorders;itprovidesconsumerswithacompletesolutiontotheirpicture-takingproblem
21、s.Thisofferingiscalledanaugmentedproduct.Answer:TRUEDiff:3PageRef:225AACSB:ReflectiveThinkingSkill:ApplicationObjective:8-123) Unsoughtproductsareproductsthatthecustomerusuallybuysfrequently,immediately,andwithaminimumofCOmPariSOnandbuyingeffort.Answer:FALSEDiff:1PageRef:226Skill:ConceptObjective:8-
22、124) Shoppingproductsarelessfrequentlypurchasedconsumerproductsandservicesthatcustomerscomparecarefullyonsuitability,quality,price,andstyle.Answer:TRUEDiff:2PageRef:226Skill:ConceptObjective:8-125) Styleisalargerconceptthandesign.Designdescribestheappearanceofaproduct.Answer:FALSEDiff:3PageRef:230Sk
23、ill:ConceptObjective:8-226) Brandingcanaddconsumervaluetoaproduct.Answer:TRUEDiff:2PageRef:231AACSB:CommunicationSkill:ConceptObjective:8-227) Becausesomanypurchasedecisionsaremadeinstores,aproductspackagingmaybeasellerslastandbestchancetoinfluenceconsumers.Answer:TRUEDiff:2PageRef:232AACSB:Communic
24、ationSkill:ConceptObjective:8-228) Productsupportservicesidentifytheproductorbrand,describeseveralthingsabouttheproduct,andpromotetheproductthroughattractivegraphics.Answer:FALSEDiff:2PageRef:233AACSB:CommunicationSkill:ConceptObjective:8-229) Quakerproducesavarietyofcereals.Thisvarietyiscalleditspr
25、oductline.Answer:TRUEDiff:2PageRef:234AACSB:ReflectiveThinkingSkill:ApplicationObjective:8-230) Cannibalizationandcustomerconfusionaboutproductdifferentiationaretwopotentialresultsiflinefillingisoverdone.Answer:TRUEDiff:3PageRef:234Skill:ConceptObjective:8-2Chapter9New-ProductDevelopmentandProductLi
26、fe-CycleStrategies1) Whatarethetwowaysthatacompanycanobtainnewproducts?A) lineextensionandbrandmanagementB) internaldevelopmentandbrandmanagementC) new-productdevelopmentandacquisitionD) servicedevelopmentandproductextensionE) marketmixmodificationandresearchanddevelopmentAnswer:CDiff:2PageRef:258Sk
27、ill:ConceptObjective:9-12) Productimprovements,productmodifications,andoriginalproductscanallbeclassifiedas.A) pioneerproductsB) newproductsC) productconceptsD) productideasE) testproductsAnswer:BDiff:1PageRef:258Skill:ConceptObjective:9-13) WhichofthefollowingisNOTapotentialreasonforanewproducttofa
28、il?A) anunderestimatedmarketsizeB) apoorlydesignedproductC) anincorrectlypositionedproductD) higherthananticipatedcostsofproductdevelopmentE) ineffectiveadvertisingAnswer:ADiff:2PageRef:258Skill:ConceptObjective:9-14) WhichofthefollowingisNOTachallengepresentedbytheproductlifecyclethatafirmmustface?
29、A) Allproductseventuallydecline.B) Changingtastes,technologies,andcompetitionaffectthemarketingoftheproductasitpassesthroughlifecyclestages.C) Afirmmustbegoodatdevelopingnewproductstoreplaceagingones.D) Afirmmustbegoodatadaptingitsmarketingstrategies.E) Itisdifficulttoplotthestagesasaproductgoesthro
30、ughthem.Answer:EDiff:2PageRef:258Skill:ConceptObjective:9-15) Thecreationofasuccessfulnewproductdependsonacompanysunderstandingofitsanditsabilitytodelivertocustomers.A) competitors,distributors,andemployees;newstylesB) customers,brands,products;productimagesC) customers,competitors,andmarkets;superi
31、orvalueD) product,marketingmix,andmarketingstrategy;functionalfeaturesE) productlifecycle,legalresponsibilities,andsocialresponsibilities;innovationsAnswer:CDiff:2PageRef:259Skill:ConceptObjective:9-26) Aisthewayconsumersperceiveanactualorpotentialproduct.A) productideaB) productconceptC) productima
32、geD) testmarketE) concepttestAnswer:CDiff:1PageRef:262AACSB:CommunicationSkill:ConceptObjective:9-27) Anattractiveideamustbedevelopedintoa.A)productidea8) productconcept9) productimage10) testmarket11) productstrategyAnswer:BDiff:2PageRef:262Skill:ConceptObjective:9-28)callsfortestingnew-productconc
33、eptswithgroupsoftargetconsumers.A) ConceptdevelopmentB) ConcepttestingC) IdeagenerationD) IdeascreeningE) TestmarketingAnswer:BDiff:1PageRef:263Skill:ConceptObjective:9-29) Intheconcepttestingstageofnew-productdevelopment,aproductconceptinformispresentedtogroupsoftargetconsumers.A) physicalorsymboli
34、cB) prototypeC) finalD) market-testedE) commercialAnswer:ADiff:2PageRef:263Skill:ConceptObjective:9-210) Withwhatgroupsdofirmsconductconcepttestingfornewproducts?A) suppliersB) employeesC) targetcustomersD) manufacturersE) competitorsAnswer:CDiff:3PageRef:263Skill:ConceptObjective:9-211) Followingth
35、edecisiontotimetheintroductionofthenewproduct,acompanymustdecidetolaunchthenewproduct.A) whereB) howC) towhatdegreeD) whyE) alloftheaboveAnswer:ADiff:2PageRef:268Skill:ConceptObjective:9-212) Whichofthefollowingisnecessaryforsuccessfulnew-productdevelopment?A) aholisticandsequentialproductdevelopmen
36、tapproachB) acustomer-centered,team-based,systematicapproachC) ateam-based,innovation-managementapproachD) amarketpioneermindsetandaholisticapproachE) aninnovationmanagementsystemandsequentialproductdevelopmentAnswer:BDiff:3PageRef:268Skill:ConceptObjective:9-213) Whichstageofthenew-productdevelopme
37、ntprocessfocusesonfindingnewwaystosolvecustomerproblemsandcreatemorecustomer-satisfyingexperiences?A)concepttestingB) new-productdevelopmentC) customer-centerednew-productdevelopmentD) sequentialproductdevelopmentE) team-basednew-productdevelopmentAnswer:CDiff:1PageRef:269Skill:ConceptObjective:9-21
38、4)isanew-productdevelopmentapproachinwhichonecompanydepartmentworkstocompleteitsstageoftheprocessbeforepassingthenewproductalongtothenextdepartmentandstage.A) Team-basedproductdevelopmentB) SimultaneousproductdevelopmentC) SequentialproductdevelopmentD) Productlife-cycleanalysisE) MicromarketingAnsw
39、er:CDiff:2PageRef:269Skill:ConceptObjective:9-215) Inordertogettheirnewproductstomarketmorequickly,manycompaniesareadoptingafaster,team-orientedapproachcalled.A) simulatednew-productdevelopmentB) sequentialproductdevelopmentC) team-basednew-productdevelopmentD) phased-innew-productdevelopmentE) mark
40、etdevelopmentAnswer:CDiff:1PageRef:270Skill:ConceptObjective:9-216) Whichstageofthetypicalconsumerproductlifecycleisoutoforderbelow?A)productdevelopmentB)introductionC)maturityD)growthE)declineAnswer:CDiff:2PageRef:273Skill:ConceptObjective:9-317) WhichofthefollowingCANNOTbedescribedusingthePLCconce
41、pt?A) productclassB) productformC) productimageD)brandE)stylesAnswer:CDiff:3PageRef:273Skill:ConceptObjective:9-318) Allofthefollowingareaccuratedescriptionsofastyleproduct,EXCEPTwhichone?A) Styleproductsappearinhome,clothing,andart.B) Onceastyleisinvented,itmaylastforgenerations.C) Astylehasacycles
42、howingseveralperiodsofrenewedinterest.D) Styleslastonlyashorttimeandtendtoattractonlyalimitedfollowing.E) Stylesarebasicanddistinctivemodesofexpression.Answer:DDiff:2PageRef:274Skill:ConceptObjective:9-319) ThePLCconceptcanbeappliedbymarketersasausefulframeworkfordescribinghow.A) toforecastproductpe
43、rformanceB) todevelopmarketingstrategiesC) productsandmarketsworkD) concepttestingisconductedE) productideasaredevelopedAnswer:CDiff:3PageRef:274Skill:ConceptObjective:9-320) UsingthePLCconcepttodevelopmarketingstrategycanbedifficultbecausestrategyisbothaanda(n)oftheproductslifecycle.A) mirrorimage;
44、causeB) cause;resultC) result;mirrorimageD) beginning;endE) purpose;effectAnswer:BDiff:3PageRef:274Skill:ConceptObjective:9-321) Manufacturersmustcomplywithspecificlawsregarding.A) pricestructuresB) productqualityandsafetyC) productplacementD) distributionchannelsE) productlifecyclesAnswer:BDiff:1Pa
45、geRef:280AACSB:EthicalReasoningSkill:ConceptObjective:9-422) Becauseof,acompanycannotmakeitsproductillegallysimilartoacompetitorsalreadyestablishedproduct.A) anti-monopolylawsB) patentlawsC) theConsumerProductSafetyActD) productwarrantiesE) productliabilityAnswer:BDiff:1PageRef:280AACSB:EthicalReaso
46、ningSkill:ConceptObjective:9-423) Whichofthefollowingbestdescribestheroleofaproductsteward?A) toprotectconsumersfromharmB) toevaluatenew-productideasagainstasetofgeneralcriteriaC) todevelopanew-productconceptintoaphysicalproductD) toprotectthecompanyfromliabilitybyidentifyingandsolvingpotentialproductproblemsE) AandDAnswer:EDiff:3PageRef:280AACSB:EthicalReasoningSkill:ConceptObjective:9-424) Theadvantagesofstandardizinganinternationalproductincludeallofthefollowing
