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1、市场营销学题库marketing题库2Chapter8Product,Services,andBrandingStrategies:BuildingCustomerValue1)Wedefineaasanythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionandthatmightsatisfyawantorneed.A) privatebrandB) servicevariabilityC) serviceD) productE) serviceencounterAnswer:DDiff:1PageR
2、ef:224AACSB:CommunicationSkill:ConceptObjective:8-1A) 2)areaformofproductthatconsistsofactivities,benefits,orsatisfactionsofferedforsalethatareessentiallyintangibleanddonotresultintheownershipofanything.B) 1.ineextensionsC) ServicesD) BrandsE) ConsumerproductsF) SupplementsAnswer:BDiff:1PageRef:224A
3、ACSB:CommunicationSkill:ConceptObjective:8-13) Aproductisakeyelementinthe.Atoneextreme,itmayconsistofpuretangiblegoodsorattheotherextreme,pureservices.A) marketofferingB) brandequityC) brandextensionD) co-brandingE) valuechainAnswer:ADiff:1PageRef:224AACSB:CommunicationSkill:ConceptObjective:8-14) T
4、odifferentiatethemselves,manycompaniesaregoingbeyondproductsandservices,theyaredevelopinganddeliveringcustomer.A)qualityB) experiencesC) brandsD) productlinesE) eventsAnswer:BDiff:2PageRef:224AACSB:CommunicationSkill:ConceptObjective:8-15)Productplannersneedtoconsiderproductsandservicesonthreelevels
5、.Eachleveladdsmorecustomervalue.Themostbasiclevelisthe,whichaddressesthequestion,Whatisthebuyerreallybuying?1A) actualproductB) augmentedproductC) corecustomervalueD) co-brandingE) exchangeAnswer:CDiff:2PageRef:225AACSB:CommunicationSkill:ConceptObjective:8-16)Developingaproductorserviceinvolvesdefi
6、ningthebenefitsthatitwilloffer.Thesebenefitsarecommunicatedanddeliveredbysuchasquality,features,andstyleanddesign.A) privatebrandsB) productattributesC) consumerproductsD) productmixesE) marketingtoolsAnswer:BDiff:3PageRef:229AACSB:CommunicationSkill:ConceptObjective:8-27)isoneofthemarketersmajorpos
7、itioningtoolsbecauseithasadirectimpactonproductorserviceperfbnnance;itisthereforecloselylinkedtocustomervalueandsatisfaction.A) PackagingB) ProductqualityC) TotalqualitymanagementD) SpecialtyproductmarketingE) PositioningAnswer:BDiff:2PageRef:229AACSB:CommunicationSkill:ConceptObjective:8-28)isanapp
8、roachinwhichallthecompanyspeopleareinvolvedinconstantlyimprovingtheproducts,services,andbusinessprocesses.A) ProductqualityB) BrandequityC) TotalqualitymanagementD) SpecialtyproductmarketingE) PositioningAnswer:CDiff:2PageRef:230Skill:ConceptObjective:8-29) Whatarethetwodimensionsofproductquality?A)
9、 consistencyandlevelB) performanceandresistanceC) designandinnovationD) conformanceandstyleE) featureanddesignAnswer:ADiff:2PageRef:230Skill:ConceptObjective:8-210) Whichofthefollowingtypesofqualityreferstofreedomfromdefectsandconsistencyindeliveringatargetedlevelofperformance?A) privatebrandB) prod
10、uctC) totalqualitymanagementD) conformanceE) adherenceAnswer:DDiff:2PageRef:230Skill:ConceptObjective:8-211) Someanalystsseeasthemajorenduringassetofacompany,outlastingthecompanysspecificproductsandfacilities.A) brandsB) convenienceproductsC) specialtyproductsD) unsoughtproductsE) staplesAnswer:ADif
11、f:1PageRef:235AACSB:CommunicationSkill:ConceptObjective:8-312) Akeyelementinacompanysrelationshipwithconsumers,arepresentsconsumersperceptionsandfeelingsaboutaproductanditsperformance.A) productlineB) productexperienceC) brandD) serviceE) productattributeAnswer:CDiff:2PageRef:236AACSB:CommunicationS
12、kill:ConceptObjective:8-313) WhichofthefollowingisNOToneofthefourconsumerperceptiondimensionsusedbyadagencyYoung&Rubicamtomeasurebrandstrength?A) branddifferentiationB) brandknowledgeC) brandvaluationD) brandesteemE) brandrelevanceAnswer:CDiff:3PageRef:236AACSB:CommunicationSkill:ConceptObjective:8-
13、314) ThetotalfinancialvalueofabrandisestimatedthroughtheprocessofbrandA) differentiationB) valuationC) extensionsD) positioningE) equityAnswer:BDiff:2PageRef:236AACSB:CommunicationSkill:ConceptObjective:8-315) Thefundamentalassetunderlyingbrandequityisthevalueofthecustomerrelationshipsthatthebrandcr
14、eates.Apowerfulbrandisimportant,butwhatitreallyrepresentsisasetofloyalconsumers.A) thecustomermixB) customerequityC) lineequityD) servicevariabilityE) theserviceencounterAnswer:BDiff:3PageRef:238AACSB:CommunicationSkill:ConceptObjective:8-316)meansthatservicescannotbeseparatedfromtheirproviders,whet
15、hertheprovidersarepeopleormachines.A) ServiceintangibilityB) ServiceinseparabilityC) ServicevariabilityD) ServiceperishabilityE) ServiceheterogeneityAnswer:BDiff:1PageRef:245Skill:ConceptObjective:8-417) WhichofthefollowingisNOToneofthelinksintheservice-profitchain,linkingservicefirmprofitswithemployeeandcustomersatisfaction?A) internalservicequalityB) evidencemanagementC) satisfiedandproductiveserviceemployeesD) satisfied
