市场营销学题库marketing题库2

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1、MarketingRevisionPartIIChapter8Product,Services,andBrandingStrategies:BuildingCustomerValue1)Wedefinea________asanythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionandthatmightsatisfyawantorneed.A)privatebrandB)servicevariabilityC)servic

2、eD)productE)serviceencounterAnswer:DDiff:1PageRef:224AACSB:CommunicationSkill:ConceptObjective:8-12)________areaformofproductthatconsistsofactivities,benefits,orsatisfactionsofferedforsalethatareessentiallyintangibleanddonotresultintheownershipofanything.A)Lin

3、eextensionsB)ServicesC)BrandsD)ConsumerproductsE)SupplementsAnswer:BDiff:1PageRef:224AACSB:CommunicationSkill:ConceptObjective:8-13)Aproductisakeyelementinthe________.Atoneextreme,itmayconsistofpuretangiblegoodsorattheotherextreme,pureservices.A)marketoffering

4、B)brandequityC)brandextensionD)co-brandingE)valuechainAnswer:ADiff:1PageRef:224AACSB:CommunicationSkill:ConceptObjective:8-1474)Todifferentiatethemselves,manycompaniesaregoingbeyondproductsandservices,theyaredevelopinganddeliveringcustomer________.A)qualityB)e

5、xperiencesC)brandsD)productlinesE)eventsAnswer:BDiff:2PageRef:224AACSB:CommunicationSkill:ConceptObjective:8-15)Productplannersneedtoconsiderproductsandservicesonthreelevels.Eachleveladdsmorecustomervalue.Themostbasiclevelisthe________,whichaddressesthequestio

6、n,"Whatisthebuyerreallybuying?"A)actualproductB)augmentedproductC)corecustomervalueD)co-brandingE)exchangeAnswer:CDiff:2PageRef:225AACSB:CommunicationSkill:ConceptObjective:8-16)Developingaproductorserviceinvolvesdefiningthebenefitsthatitwilloffer.Thesebenefit

7、sarecommunicatedanddeliveredby________suchasquality,features,andstyleanddesign.A)privatebrandsB)productattributesC)consumerproductsD)productmixesE)marketingtoolsAnswer:BDiff:3PageRef:229AACSB:CommunicationSkill:ConceptObjective:8-2477)________isoneofthemarkete

8、r'smajorpositioningtoolsbecauseithasadirectimpactonproductorserviceperformance;itisthereforecloselylinkedtocustomervalueandsatisfaction.A)PackagingB)ProductqualityC)Totalqualityman