第1页共49页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共49页MarketingRevisionPartIIChapter8Product,Services,andBrandingStrategies:BuildingCustomerValue1)Wedefinea________asanythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionandthatmightsatisfyawantorneed.A)privatebrandB)servicevariabilityC)serviceD)productE)serviceencounterAnswer:DDiff:1PageRef:224AACSB:CommunicationSkill:ConceptObjective:8-12)________areaformofproductthatconsistsofactivities,benefits,orsatisfactionsofferedforsalethatareessentiallyintangibleanddonotresultintheownershipofanything.A)LineextensionsB)ServicesC)BrandsD)ConsumerproductsE)SupplementsAnswer:BDiff:1PageRef:224AACSB:CommunicationSkill:ConceptObjective:8-13)Aproductisakeyelementinthe________.Atoneextreme,itmayconsistofpuretangiblegoodsorattheotherextreme,pureservices.A)marketofferingB)brandequityC)brandextensionD)co-brandingE)valuechainAnswer:ADiff:1PageRef:224AACSB:CommunicationSkill:ConceptObjective:8-1第2页共49页第1页共49页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共49页4)Todifferentiatethemselves,manycompaniesaregoingbeyondproductsandservices,theyaredevelopinganddeliveringcustomer________.A)qualityB)experiencesC)brandsD)productlinesE)eventsAnswer:BDiff:2PageRef:224AACSB:CommunicationSkill:ConceptObjective:8-15)Productplannersneedtoconsiderproductsandservicesonthreelevels.Eachleveladdsmorecustomervalue.Themostbasiclevelisthe________,whichaddressesthequestion,"Whatisthebuyerreallybuying?"A)actualproductB)augmentedproductC)corecustomervalueD)co-brandingE)exchangeAnswer:CDiff:2PageRef:225AACSB:CommunicationSkill:ConceptObjective:8-16)Developingaproductorserviceinvolvesdefiningthebenefitsthatitwilloffer.Thesebenefitsarecommunicatedanddeliveredby________suchasquality,features,andstyleanddesign.A)privatebrandsB)productattributesC)consumerproductsD)productmixesE)marketingtoolsAnswer:BDiff:3PageRef:229AACSB:CommunicationSkill:ConceptObjective:8-2第3页共49页第2页共49页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第3页共49页7)________isoneofthemarketer'smajorpositioningtoolsbecauseithasadirectimpactonproductorserviceperformance;itisthereforecloselylinkedtocustomervalueandsatisfaction.A)PackagingB)ProductqualityC)TotalqualitymanagementD)SpecialtyproductmarketingE)PositioningAnswer:BDiff:2PageRef:229AACSB:CommunicationSkill:ConceptObjective:8-28)________isanapproachinwhichallthecompany'speopleareinvolvedinconstantlyimprovingtheproducts,services,andbusinessprocesses.A)ProductqualityB)BrandequityC)TotalqualitymanagementD)SpecialtyproductmarketingE)PositioningAnswer:CDiff:2PageRef:230Skill:ConceptObjective:8-29)Whatarethetwodimensionsofproductquality?A)consistencyandlevelB)performanceandresistanceC)designandinnovationD)conformanceandstyleE)featureanddesignAnswer:ADiff:2PageRef:230Skill:ConceptObjective:8-2第4页共49页第3页共49页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第4页共49页10)Whichofthefollowingtypesofqualityreferstofreedomfromdefectsandconsistencyindeliveringatargetedlevelofperformance?A)privatebrandB)productC)totalqualitymanagementD)conformanceE)adherenceAnswer:DDiff:2PageRef:230Skill:ConceptObjective:8-211)Someanalystssee________asthemajorenduringassetofacompany,outlastingthecompany'sspecificproductsandfacilities.A)brandsB)convenienceproductsC)special...
