setting product strategy习题及答案详解

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1、Chapter12:SettingProductStrategyChapter12:SettingProductStrategyGENERALCONCEPTQUESTIONSMultipleChoice1.Marketingplanningbeginswiththeformulationofanofferingto________targetcustomers’needsorwants.a.exceedb.meetc.captured.competewithe.comprehendAnswer:bPage:372Levelofdifficulty:Easy2.Thecustom

2、erwilljudgetheofferingbythreebasiselements:________,servicesmixandquality,andprice.a.performanceb.salespeoplec.priced.productfeaturesandqualitye.noneoftheaboveAnswer:dPage:372Levelofdifficulty:Easy3.ThecomponentsofthemarketofferingincludeallofthefollowingEXCEPT________.a.productfeatureb.prod

3、uctqualityc.reputationoffirmd.servicesmixandqualitye.value-basedpricingAnswer:cPage:372Levelofdifficulty:Easy4.Inplanningitsmarketoffering,themarketerneedstoaddressfiveproductlevels.TheselevelsincludeallofthefollowingEXCEPT________.a.potentialproductb.augmentedproductc.corebenefitd.basicprod

4、ucte.productusage/purposeAnswer:ePage:372Levelofdifficulty:Medium383Chapter12:SettingProductStrategy5.Thefiveproductlevelsconstitutea________.Ateachlevelmorecustomervalueisadded.a.customeraugmentedproductb.customerconsumptionsystemc.customervaluehierarchyd.customerperceivedvaluee.customerhie

5、rarchyAnswer:cPage:372:Levelofdifficulty:Medium6.Thewaytheuserperformsthetasksofgettingandusingproductsandrelatedservicesistheuser’stotal________.a.consumptionsystemb.consumablesystemc.consistentusesystemd.augmentedsysteme.noneoftheaboveAnswer:aPage372Levelofdifficulty:Medium7.Marketershavet

6、raditionallyclassifiedproductsonthebasisofcharacteristics:________,tangibility,anduse.a.customervaluehierarchyb.expectedc.augmentedd.durabilitye.noneoftheaboveAnswer:dPage:373Levelofdifficulty:Hard8.Whencompaniessearchfornewwaystosatisfycustomersanddistinguishtheirofferingfromothers,theylook

7、atthe________product,whichencompassesallthepossibleaugmentationsandtransformationsoftheproduct.a.consumptionsystemb.expectedc.potentiald.augmentede.basicAnswer:cPage:373Levelofdifficulty:Hard9.Thevastarrayofgoodsconsumersbuycanbeclassifiedonthebasi