科特勒市场营销第八章习题与答案

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1、Chapter8Product,Services,andBrandingStrategies:BuildingCustomerValue1)________areaformofproductthatconsistsofactivities,benefits,orsatisfactionsofferedforsalethatareessentiallyintangibleanddonotresultintheownershipofanything.A)LineextensionsB)ServicesC)BrandsD)ConsumerproductsE)Su

2、pplementsAnswer:BDiff:1PageRef:224AACSB:CommunicationSkill:ConceptObjective:8-12)Aproductisakeyelementinthe________.Atoneextreme,itmayconsistofpuretangiblegoodsorattheotherextreme,pureservices.A)marketofferingB)brandequityC)brandextensionD)co-brandingE)valuechainAnswer:ADiff:1Page

3、Ref:224AACSB:CommunicationSkill:ConceptObjective:8-13)Todifferentiatethemselves,manycompaniesaregoingbeyondproductsandservices,theyaredevelopinganddeliveringcustomer________.A)qualityB)experiencesC)brandsD)productlinesE)eventsAnswer:BDiff:2PageRef:224AACSB:CommunicationSkill:Conce

4、ptObjective:8-14)Productplannersneedtoconsiderproductsandservicesonthreelevels.Eachleveladdsmorecustomervalue.Themostbasiclevelisthe________,whichaddressesthequestion,"Whatisthebuyerreallybuying?"A)actualproductB)augmentedproductC)corecustomervalue314Copyright©2010PearsonEducation

5、,Inc.PublishingasPrenticeHallD)co-brandingE)exchangeAnswer:CDiff:2PageRef:225AACSB:CommunicationSkill:ConceptObjective:8-15)Productsandservicesfallintotwobroadclassificationsbasedonthetypesofconsumersthatusethem.Whichisoneofthesebroadclasses?A)industrialproductsB)specialtyproducts

6、C)suppliesandservicesD)materialsandpartsE)convenienceproductsAnswer:ADiff:2PageRef:226Skill:ConceptObjective:8-16)________arelessfrequentlypurchasedconsumerproductsandservicesthatcustomerscomparecarefullyonsuitability,quality,price,andstyle.Consumersspendmuchtimeandeffortingatheri

7、nginformationandmakingcomparisonsabouttheseproducts.A)ShoppingproductsB)ConvenienceproductsC)UnsoughtproductsD)IndustrialproductsE)LineextensionsAnswer:ADiff:2PageRef:226Skill:ConceptObjective:8-17)________arethoseproductspurchasedforfurtherprocessingorforuseinconductingabusiness.

8、A)UnsoughtproductsB)Specialtyprod