科特勒市场营销第八章习题与答案.doc

Chapter 8 Product, Services, and Branding Strategies: Building Customer Value1) _ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.A) Line extensionsB) ServicesC) BrandsD) Consumer productsE) SupplementsAnswer: BDiff: 1Page Ref: 224AACSB: CommunicationSkill: ConceptObjective: 8-12) A product is a key element in the _. At one extreme, it may consist of pure tangible goods or at the other extreme, pure services.A) market offeringB) brand equityC) brand extensionD) co-brandingE) value chainAnswer: ADiff: 1Page Ref: 224AACSB: CommunicationSkill: ConceptObjective: 8-13) To differentiate themselves, many companies are going beyond products and services, they are developing and delivering customer _. A) qualityB) experiencesC) brandsD) product linesE) eventsAnswer: BDiff: 2Page Ref: 224AACSB: CommunicationSkill: ConceptObjective: 8-14) Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is the _, which addresses the question, What is the buyer really buying?A) actual productB) augmented productC) core customer valueD) co-brandingE) exchangeAnswer: CDiff: 2Page Ref: 225AACSB: CommunicationSkill: ConceptObjective: 8-15) Products and services fall into two broad classifications based on the types of consumers that use them. Which is one of these broad classes?A) industrial productsB) specialty productsC) supplies and servicesD) materials and partsE) convenience productsAnswer: ADiff: 2Page Ref: 226Skill: ConceptObjective: 8-16) _ are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. Consumers spend much time and effort in gathering information and making comparisons about these products.A) Shopping productsB) Convenience productsC) Unsought productsD) Industrial productsE) Line extensionsAnswer: ADiff: 2Page Ref: 226Skill: ConceptObjective: 8-17) _ are those products purchased for further processing or for use in conducting a business.A) Unsought productsB) Specialty productsC) Shopping productsD) Industrial productsE) AccessoriesAnswer: DDiff: 1Page Ref: 227Skill: ConceptObjective: 8-18) Most manufactured materials and parts are sold directly to _. Price and service are the major marketing factors; branding and advertising tend to be less important.A) consumersB) industrial usersC) brand extensionsD) co-brandersE) wholesalersAnswer: BDiff: 2Page Ref: 227Skill: ConceptObjective: 8-19) _ are industrial products that aid in the buyers production or operations, including installations and accessory equipment.A) MaterialsB) PartsC) Capital itemsD) Specialty itemsE) SuppliesAnswer: CDiff: 2Page Ref: 227Skill: ConceptObjective: 8-110) _ consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization.A) Person marketingB) Organization marketingC) Internal marketingD) Service variabilityE) Intelligence marketingAnswer: BDiff: 2Page Ref: 228AACSB: CommunicationSkill: ConceptObjective: 8-111) _ involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, and regions. A) Idea marketingB) Place marketingC) Organization marketingD) Social marketingE) Interactive marketingAnswer: BDiff: 1Page Ref: 228AACSB: CommunicationSkill: ConceptObjective: 8-112) _ is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals behavior to improve their well being and that of society.A) Unsought product marketingB) Internal marketingC) Social marketingD) Product lineE) Interactive marketingAnswer: CDiff: 1Page Ref: 229AACSB: Ethical ReasoningSkill: ConceptObjective: 8-113) Public health campaigns to reduce alcoholism, drug abuse, smoking, and obesity are all examples of _.A) specialty productsB) social marketingC) shopping productsD) consumer productsE) responsibility marketingAnswer: BDiff: 2Page Ref: 229AACSB: Ethical ReasoningSkill: ConceptObjective: 8-114) _ is one of the marketers major positioning tools because it has a direct impact on product or service performance; it is therefore closely linked to customer value and satisfaction.A) PackagingB) Product qualityC) Total quality managementD) Specialty product marketingE) PositioningAnswer: BDiff: 2Page Ref: 229AACSB: CommunicationSkill: ConceptObjective: 8-215) _ is an approach in which all the companys people are involved in constantly improving the products, services, and business processes.A) Product qualityB) Brand equityC) Total quality managementD) Specialty product marketingE) PositioningAnswer: CDiff: 2Page Ref: 230Skill: ConceptObjective: 8-224) What are the two dimensions of product quality?A) consistency and levelB) performance and resistanceC) design and innovationD) conformance and styleE) feature and designAnswer: ADiff: 2Page Ref: 230Skill: ConceptObjective: 8-216) In recent years, product safety and environmental responsibility have become major _ concerns.A) brandingB) packagingC) labelingD) serviceE) product lineAnswer: BDiff: 2Page Ref: 232AACSB: Ethical ReasoningSkill: ConceptObjective: 8-217) At the very least, the _ identifies the product or brand. It might also describe several things about the product and promote the brand.A) line extensionB) social marketingC) labelD) specialty productE) packageAnswer: CDiff: 1Page Ref: 232AACSB: CommunicationSkill: ConceptObjective: 8-218) The major product line decision involves _.A) line stretchingB) moving the line upward or downwardC) product line fillingD) product line lengthE) product packagingAnswer: DDiff: 3Page Ref: 234AACSB: CommunicationSkill: ConceptObjective: 8-219) When a company lengthens its product line beyond its current range, it is _.A) product line fillingB) product line stretchingC) product mixingD) increasing product depthE) building brand equityAnswer: BDiff: 2Page Ref: 234AACSB: CommunicationSkill: ConceptObjective: 8-220) A _ consists of all the product lines and items that a particular seller offers for sale.A) product mixB) brand lineC) consumer mixD) packaging mixE) line extensionAnswer: ADiff: 1Page Ref: 234AACSB: CommunicationSkill: ConceptObjective: 8-221) Product mix _ refers to the number of different product lines the company carries. Procter & Gamble markets 250 brands organized into many product lines.A) lengthB) heightC) widthD) perimeterE) depthAnswer: CDiff: 2Page Ref: 235AACSB: CommunicationSkill: ConceptObjective: 8-222) Product mix _ refers to the number of versions offered of each product in the line. Crest toothpaste comes in 13 varieties, ranging from Crest Multicare to Crest Baking Soda formulations.A) lengthB) depthC) heightD) widthE) perimeterAnswer: BDiff: 3Page Ref: 235AACSB: CommunicationSkill: ConceptObjective: 8-223) A company can increase its business in four ways. Which is NOT one of these ways?A) It can add new product lines, thus widening its product mix.B) It can lengthen its existing product lines.C) It can add more versions of each product and thus deepen its product mix.D) It can discontinue some of its lines.E) It can increase the consistency of its product mix.Answer: DDiff: 1Page Ref: 235AACSB: CommunicationSkill: ConceptObjective: 8-224) The strongest brands go beyond attributes or benefit positioning; they are positioned on _.A) desirable benefitB) good packagingC) service inseparabilityD) strong beliefs and valuesE) customer imageAnswer: DDiff: 2Page Ref: 239AACSB: CommunicationSkill: ConceptObjective: 8-325) Which of the following is NOT a desirable quality for a brand name? A) It should suggest something about the products benefits and qualities.B) It should be easy to pronounce, recognize, and remember.C) The brand should almost always be a long word to get attention.D) The name should translate easily into foreign languages.E) It should be distinctive.Answer: CDiff: 2Page Ref: 239AACSB: CommunicationSkill: ConceptObjective: 8-326) In most _ situations, one company licenses another companys well-known brand to use in combination with its own.A) brand extensionB) brand equityC) co-brandingD) internal marketingE) line extensionAnswer: CDiff: 2Page Ref: 242Skill: ConceptObjective: 8-327) A _ involves the use of a successful brand name to launch new or modified products in a new category.A) line extensionB) product lineC) brand extensionD) private brandE) brand symbolAnswer: CDiff: 1Page Ref: 243Skill: ConceptObjective: 8-328) Which of the following is the most important for product designers to consider as they develop a product?A) which product features can be added to create higher-level modelsB) how the product appearsC) what the products technical specifications areD) how customers will use and benefit from the productE) how the product is packaged to attract spontaneous purchasesAnswer: DDiff: 3Page Ref: 231AACSB: Analytic SkillsSkill: ApplicationObjective: 8-229) Shopping products are less frequently purchased than consumer products and services that customers compare carefully on suitability, quality, price, and style.Answer: TRUEDiff: 2Page Ref: 226Skill: ConceptObjective: 8-1105) Style is a larger concept than design. Design describes the appearance of a product.Answer: FALSEDiff: 3Page Ref: 230Skill: ConceptObjective: 8-230) Branding can add consumer value to a product.Answer: TRUEDiff: 2Page Ref: 231AACSB: CommunicationSkill: ConceptObjective: 8-231) Because so many purchase decisions are made in stores, a products packaging may