Chapter9ProductandBrand产品和品牌.doc

Chapter9 Product and Brand 第九章产品和品牌 Exercises 练习 A _ is anything that can be offered to a market that might satisfy a need or a want. 阿_是任何可以向市场提供可能满足需要或想要的。 position 位置 product 产品 promotion 推广 none of the above 无以上 Only tangible goods are considered products. 只有实实在在的货物被视为产品。 True 正确的 False (Products are more than tangible goods. They can be services, events, persons, places, ideas, or a mix of these.) 假 （产品超过有形商品。他们可以服务，事件，人名，地名，想法，或这些组合。） A visit to a doctors office is an example of a _. A到医生的办公室访问是一个例子 ， 一_。 pure tangible good 纯有形好 pure intangible good 纯无形良好 mixture of the two 混合两 none of the above 无以上 The most basic level of a product is called its _. 一个产品的最基本的层面被称为它的_。 center 中心 value 值 core benefit 核心利益 customer 消费者 Consumer products include convenience products, shopping products, and_. 消费产品包括便利产品，购物产品，and_。 specialty products 特色产品 Core products 核心产品 tangible goods 有形货物 all of the above 所有的选项_ products are purchased frequently, with little comparison or shopping effort. _产品的销售频繁，比较少或购物的努力。 Convenience 便利 Shopping 购物 Specialty 专业 Unsought 非渴求 _ products are typically associated with a higher price tag and available in selective locations. _产品通常与更高的价格标签以及在个别地区推出。 Convenience 便利 Shopping 购物 Specialty 专业 Unsought 非渴求 _ products are those purchased for further processing or for use in conducting a business. _产品是指那些购买进一步加工或进行商业使用。 Industrial 工业 Mechanical 机械 Unsought 非渴求 Physical 物理 The distinction between a consumer product and an industrial product is the purpose for which it is bought. 之间的消费产品和工业产品的区别是 ， 它是购买的目的 。 True 正确的 False 假 A(n) _ is a name, term, sign, symbol or combination of these intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. 甲（n）的_是一个名称，术语，符号，这些符号或拟确定商品或一卖方或卖方群体服务的组合 ， 并区别于竞争对手的他们。 product 产品 position 位置 image 图片 brand 商标 Branding is not as popular today as it was twenty years ago. 品牌是今天不是那样受欢迎 ， 因为它是20年前。 True 正确的 False (Branding is so strong today that nearly everything is branded.) 假 （品牌是如此之强今天 ， 几乎所有的品牌。） The designing and producing of the container or wrapper for a product is called _. 在设计和产品的容器或包装生产被称为_。 packaging 包装 labeling 标签 manufacturing 制造业 industrial design 工业设计 A good brand name should do which of the following? 一个好的品牌名称应该做以下哪些？ Suggest something about the brands benefits. 建议对这个品牌的好处的东西。 Be easy to translate into other languages. 很容易翻译成其他语言。 Be capable of registration and legal protection. 有能力的注册和法律保护。 all of the above 以上所有 Short answer: 答案很简单： 1. What does the term product include? 1。什么长期产品包括什么呢？ 2. Give three examples of convenience products. 2。给出3个便利产品的例子。 3. 3。 Give three examples of shopping products. 给3个购物产品的例子。 4. 4。 How do you know the examples that are shopping products? 你怎么知道的例子 ， 是购物的产品？ 5. 5。 Give three examples of specialty products. 给3个特色产品的例子。 6. 6。 Services are characterized by five key characteristics. 服务的特点是五个主要特点。 Name and describe these five characteristics. 名称和描述这五个特点。 7. 7。 Definition of brand. 品牌的定义。 8.Say about brand loyalty in three stages. 8.Say分三个阶段对品牌的忠诚度。 9. Say about Products types . 9。说的产品类型。 10. 10。 Explain three levels of product. 讲解三个产品的水平。 Short answer: 答案很简单： 1. What does the term product include? 1。什么长期产品包括什么呢？ Products include physical objects, services, events, persons, places, organizations, ideas, or mixes of these entities. 产品包括实物，服务，事件，人名，地名，组织，思想，或这些实体的混合物。 2. Give three examples of convenience products. 2。给出3个便利产品的例子。 Examples may include soft drinks, milk, and candy. 例子可包括饮料，牛奶和糖。 3. 3。 Give three examples of shopping products. 给3个购物产品的例子。 Examples may include washing machines, cars, and furniture. 例子可包括洗衣机，汽车和家具。 4. 4。 How do you know the examples that are shopping products? 你怎么知道的例子 ， 是购物的产品？ Shopping products often require a comparison of brands and are distributed in fewer outlets; they require more planning and shopping effort than do convenience products. 购物产品往往需要一个品牌比较 ， 在网点分布较少，他们需要更多的努力 ， 规划和购物方便的产品相比。 5. 5。 Give three examples of specialty products. 给3个特色产品的例子。 Examples may include a Rolex watch, a sports car, and an around-the-world antique. 例子可包括劳力士手表，一辆跑车，和周围，在世界古董。 6. 6。 Services are characterized by five key characteristics. 服务的特点是五个主要特点。 Name and describe these four characteristics. 名称和描述这四个特点。 Intangible : they cannot be seen, tasted, felt, heard, or smelled before they are bought. 无形的 ：它们不能被看到，尝到，感觉到，听到，或闻才买来的。 Inseparable : they are produced and consumed at the same time and cannot be separated from their providers, whether the providers are people or machines. 不可分割的 ：他们在生产和消费的同时 ， 不能从他们的供应商分离，无论是供应商的人或机器。 Variable : their quality may vary greatly, depending on who provides them and when, where, and how they are provided. 变量 ：他们的质量可能差别很大，这取决于谁提供他们何时，何地以及如何提供。 Perishable : they cannot be stored for later sale or use. 易腐 ：它们不能出售或供以后使用存储。 Inconsistent :services are depent on humans,and humans are not always consistent. 不一致 ：服务是对人类depent，和人类并不总是一致的。 7. 7。 Definition of brand. 品牌的定义。 A brand is a name, term, sign, symbol, or design, or a combination of these, that identifies the marker or seller of a product or service. 品牌是一个名称，术语，符号，符号或设计，或是它们的组合，可识别标记或产品或服务的卖方。 8.Say about brand loyalty in three stages. 8.Say分三个阶段对品牌的忠诚度。 Marketers measure brand loyalty in three stages: brand recognition,brand preference, and brand insistence. 营销衡量品牌的忠诚度三个阶段：品牌知名度，品牌偏好和品牌的坚持。 9. Say about Products types . 9。说的产品类型。 Products can be mainly grouped into two categories: 产品可主要分为两类： consumer products and industrial products. 消费品和工业产品。 Consumer products are those bought by final consumer for personal consumption. 消费产品是由个人消费最终消费者购买的。 Industrial products are those purchased for further processing or for use in conducting a busi