科特勒市场营销第八章习题与答案.doc

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

2、andsD)ConsumerproductsE)SupplementsAnswer:BDiff:1PageRef:224AACSB:CommunicationSkill:ConceptObjective:8-12)Aproductisakeyelementinthe________.Atoneextreme,itmayconsistofpuretangiblegoodsorattheotherextreme,pureservices.A)marketofferingB)brandequityC)brand

3、extensionD)co-brandingE)valuechainAnswer:ADiff:1PageRef:224AACSB:CommunicationSkill:ConceptObjective:8-13)Todifferentiatethemselves,manycompaniesaregoingbeyondproductsandservices,theyaredevelopinganddeliveringcustomer________.A)qualityB)experiencesC)brand

4、sD)productlinesE)eventsAnswer:BDiff:2PageRef:224AACSB:CommunicationSkill:ConceptObjective:8-14)Productplannersneedtoconsiderproductsandservicesonthreelevels.Eachleveladdsmorecustomervalue.Themostbasiclevelisthe________,whichaddressesthequestion,"Whatisthe

5、buyerreallybuying?"A)actualproductB)augmentedproductC)corecustomervalueD)co-brandingE)exchangeAnswer:CDiff:2PageRef:225AACSB:CommunicationSkill:ConceptObjective:8-15)Productsandservicesfallintotwobroadclassificationsbasedonthetypesofconsumersthatusethem.W

6、hichisoneofthesebroadclasses?A)industrialproductsB)specialtyproductsC)suppliesandservicesD)materialsandpartsE)convenienceproductsAnswer:ADiff:2PageRef:226Skill:ConceptObjective:8-16)________arelessfrequentlypurchasedconsumerproductsandservicesthatcustomer

7、scomparecarefullyonsuitability,quality,price,andstyle.Consumersspendmuchtimeandeffortingatheringinformationandmakingcomparisonsabouttheseproducts.A)ShoppingproductsB)ConvenienceproductsC)UnsoughtproductsD)IndustrialproductsE)LineextensionsAnswer:ADiff:2Pa

8、geRef:226Skill:ConceptObjective:8-17)________arethoseproductspurchasedforfurtherprocessingorforuseinconductingabusiness.A)UnsoughtproductsB)SpecialtyproductsC)ShoppingproductsD)IndustrialproductsE)AccessoriesAnswer: