市场营销学题库marketing题库2.docx

Marketing Revision Part II

Chapter 8 Product, Services, and Branding Strategies: Building Customer Value
1) We define a ________ as anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need.
A) private brand
B) service variability
C) service
D) product
E) service encounter
Answer: D
Diff: 1 Page Ref: 224
AACSB: Communication
Skill: Concept
Objective: 8-1

2) ________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
A) Line extensions
B) Services
C) Brands
D) Consumer products
E) Supplements
Answer: B
Diff: 1 Page Ref: 224
AACSB: Communication
Skill: Concept
Objective: 8-1

3) A product is a key element in the ________. At one extreme, it may consist of pure tangible goods or at the other extreme, pure services.
A) market offering
B) brand equity
C) brand extension
D) co-branding
E) value chain
Answer: A
Diff: 1 Page Ref: 224
AACSB: Communication
Skill: Concept
Objective: 8-1
4) To differentiate themselves, many companies are going beyond products and services, they are developing and delivering customer ________.
A) quality
B) experiences
C) brands
D) product lines
E) events
Answer: B
Diff: 2 Page Ref: 224
AACSB: Communication
Skill: Concept
Objective: 8-1

5) Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is the ________, which addresses the question, "What is the buyer really buying?"
A) actual product
B) augmented product
C) core customer value
D) co-branding
E) exchange
Answer: C
Diff: 2 Page Ref: 225
AACSB: Communication
Skill: Concept
Objective: 8-1
6) Developing a product or service involves defining the benefits that it will offer. These benefits are communicated and delivered by ________ such as quality, features, and style and design.
A) private brands
B) product attributes
C) consumer products
D) product mixes
E) marketing tools
Answer: B
Diff: 3 Page Ref: 229
AACSB: Communication
Skill: Concept
Objective: 8-2
7) ________ is one of the marketer's major positioning tools because it has a direct impact on product or service performance; it is therefore closely linked to customer value and satisfaction.
A) Packaging
B) Product quality
C) Total quality management
D) Specialty product marketing
E) Positioning
Answer: B
Diff: 2 Page Ref: 229
AACSB: Communication
Skill: Concept
Objective: 8-2

8) ________ is an approach in which all the company's people are involved in constantly improving the products, services, and business processes.
A) Product quality
B) Brand equity
C) Total quality management
D) Specialty product marketing
E) Positioning
Answer: C
Diff: 2 Page Ref: 230
Skill: Concept
Objective: 8-2

9) What are the two dimensions of product quality?
A) consistency and level
B) performance and resistance
C) design and innovation
D) conformance and style
E) feature and design
Answer: A
Diff: 2 Page Ref: 230
Skill: Concept
Objective: 8-2

10) Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance?
A) private brand
B) product
C) total quality management
D) conformance
E) adherence
Answer: D
Diff: 2 Page Ref: 230
Skill: Concept
Objective: 8-2
11) Some analysts see ________ as the major enduring asset of a company, outlasting the company's specific products and facilities.
A) brands
B) convenience products
C) specialty products
D) unsought products
E) staples
Answer: A
Diff: 1 Page Ref: 235
AACSB: Communication
Skill: Concept
Objective: 8-3

12) A key element in a company's relationship with consumers, a ________ represents consumers' perceptions and feelings about a product and its performance.
A) product line
B) product experience
C) brand
D) service
E) product attribute
Answer: C
Diff: 2 Page Ref: 236
AACSB: Communication
Skill: Concept
Objective: 8-3

13) Which of the following is NOT one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength?
A) brand differentiation
B) brand knowledge
C) brand valuation
D) brand esteem
E) brand relevance
Answer: C
Diff: 3 Page Ref: 236
AACSB: Communication
Skill: Concept
Objective: 8-3

14) The total financial value of a brand is estimated through the process of brand ________.
A) differentiation
B) valuation
C) extensions
D) positioning
E) equity
Answer: B
Diff: 2 Page Ref: 236
AACSB: Communication
Skill: Concept
Objective: 8-3
15) The fundamental asset underlying brand equity is ________–-the value of the customer relationships that the brand creates. A powerful brand is important, but what it really represents is a set of loyal consumers.
A) the customer mix
B) customer equity
C) line equity
D) service variability
E) the service encounter
Answer: B
Diff: 3 Page Ref: 238
AACSB: Communication
Skill: Concept
Objective: 8-3
16) ________ means that services cannot be separated from their providers, whether the providers are people or machines.
A) Service intangibility
B) Service inseparability
C) Service variability
D) Service perishability
E) Service heterogeneity
Answer: B
Diff: 1 Page Ref: 245
Skill: Concept
Objective: 8-4

17) Which of the following is NOT one of the links in the service-profit chain, linking service firm profits with employee and customer satisfaction?
A) internal service quality
B) evidence management
C) satisfied and productive service employees
D) satisfied and loyal customers
E) healthy service profits and growth
Answer: B
Diff: 3 Page Ref: 246
Skill: Concept
Objective: 8-4

18) Through ________, the service firm trains and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.
A) service inseparability
B) service intangibility
C) service variability
D) internal marketing
E) external marketing
Answer: D
Diff: 2 Page Ref: 247
Skill: Concept
Objective: 8-4
19) Because service quality depends on the quality of buyer-seller interaction during the service encounter, service marketers use ________ to train employees in the art of interacting with customers to satisfy their needs.
A) interactive marketing
B) service differentiation
C) service productivity
D) internal marketing
E) external marketing
Answer: A
Diff: 2 Page Ref: 247
Skill: Concept
Objective: 8-4

20) All of the following are methods for developing a differentiated service offer, delivery, or image EXCEPT ________.
A) offering innovative features
B) increasing the quantity of service by giving up some quality
C) having more reliable customer-contact people
D) developing symbols and branding
E) designing a superior delivery process
Answer: B
Diff: 2 Page Ref: 248
Skill: Concept
Objective: 8-4
21) A service is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need.
Answer: FALSE
Diff: 1 Page Ref: 224
Skill: Concept
Objective: 8-1

22) Sony offers consumers more than just camcorders; it provides consumers with a complete solution to their picture-taking problems. This offering is called an augmented product.
Answer: TRUE
Diff: 3 Page Ref: 225
AACSB: Reflective Thinking
Skill: Application
Objective: 8-1

23) Unsought products are products that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort.
Answer: FALSE
Diff: 1 Page Ref: 226
Skill: Concept
Objective: 8-1
24) Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.
Answer: TRUE
Diff: 2 Page Ref: 226
Skill: Concept
Objective: 8-1

25) Style is a larger concept than design. Design describes the appearance of a product.
Answer: FALSE
Diff: 3 Page Ref: 230
Skill: Concept
Objective: 8-2

26) Branding can add consumer value to a product.
Answer: TRUE
Diff: 2 Page Ref: 231
AACSB: Communication
Skill: Concept
Objective: 8-2

27) Because so many purchase decisions are made in stores, a product's packaging may be a seller's last and best chance to influence consumers.
Answer: TRUE
Diff: 2 Page Ref: 232
AACSB: Communication
Skill: Concept
Objective: 8-2

28) Product support services identify the product or brand, describe several things about the product, and promote the product through attractive graphics.
Answer: FALSE
Diff: 2 Page Ref: 233
AACSB: Communication
Skill: Concept
Objective: 8-2

29) Quaker produces a variety of cereals. This variety is called its product line.
Answer: TRUE
Diff: 2 Page Ref: 234
AACSB: Reflective Thinking
Skill: Application
Objective: 8-2

30) Cannibalization and customer confusion about product differentiation are two potential results if line filling is overdone.
Answer: TRUE
Diff: 3 Page Ref: 234
Skill: Concept
Objective: 8-2
Chapter 9 New-Product Development and Product Life-Cycle Strategies

1) What are the two ways that a company can obtain new products?
A) line extension and brand management
B) internal development and brand management
C) new-product development and acquisition
D) service development and product extension
E) market mix modification and research and development
Answer: C
Diff: 2 Page Ref: 258
Skill: Concept
Objective: 9-1

2) Product improvements, product modifications, and original products can all be classified as ________.
A) pioneer products
B) new products
C) product concepts
D) product ideas
E) test products
Answer: B
Diff: 1 Page Ref: 258
Skill: Concept
Objective: 9-1

3) Which of the following is NOT a potential reason for a new product to fail?
A) an underestimated market size
B) a poorly designed product
C) an incorrectly positioned product
D) higher than anticipated costs of product development
E) ineffective advertising
Answer: A
Diff: 2 Page Ref: 258
Skill: Concept
Objective: 9-1

4) Which of the following is NOT a challenge presented by the product life cycle that a firm must face?
A) All products eventually decline.
B) Changing tastes, technologies, and competition affect the marketing of the product as it passes through lifecycle stages.
C) A firm must be good at developing new products to replace aging ones.
D) A firm must be good at adapting its marketing strategies.
E) It is difficult to plot the stages as a product goes through them.
Answer: E
Diff: 2 Page Ref: 258
Skill: Concept
Objective: 9-1
5) The creation of a successful new product depends on a company's understanding of its ________ and its ability to deliver ________ to customers.
A) competitors, distributors, and employees; new styles
B) customers, brands, products; product images
C) customers, competitors, and markets; superior value
D) product, marketing mix, and marketing strategy; functional features
E) product life cycle, legal responsibilities, and social responsibilities; innovations
Answer: C
Diff: 2 Page Ref: 259
Skill: Concept
Objective: 9-2
6) A ________ is the way consumers perceive an actual or potential product.
A) product idea
B) product concept
C) product image
D) test market
E) concept test
Answer: C
Diff: 1 Page Ref: 262
AACSB: Communication
Skill: Concept
Objective: 9-2
7) An attractive idea must be developed into a ________.
A) product idea
B) product concept
C) product image
D) test market
E) product strategy
Answer: B
Diff: 2 Page Ref: 262
Skill: Concept
Objective: 9-2

8) ________ calls for testing new-product concepts with groups of target consumers.
A) Concept development
B) Concept testing
C) Idea generation
D) Idea screening
E) Test marketing
Answer: B
Diff: 1 Page Ref: 263
Skill: Concept
Objective: 9-2
9) In the concept testing stage of new-product development, a product concept in ________ form is presented to groups of target consumers.
A) physical or symbolic
B) prototype
C) final
D) market-tested
E) commercial
Answer: A
Diff: 2 Page Ref: 263
Skill: Concept
Objective: 9-2

10) With what groups do firms conduct concept testing for new products?
A) suppliers
B) employees
C) target customers
D) manufacturers
E) competitors
Answer: C
Diff: 3 Page Ref: 263
Skill: Concept
Objective: 9-2
11) Following the decision to "time" the introduction of the new product, a company must decide ________ to launch the new product.
A) where
B) how
C) to what degree
D) why
E) all of the above
Answer: A
Diff: 2 Page Ref: 268
Skill: Concept
Objective: 9-2

12) Which of the following is necessary for successful new-product development?
A) a holistic and sequential product development approach
B) a customer-centered, team-based, systematic approach
C) a team-based, innovation-management approach
D) a market pioneer mindset and a holistic approach
E) an innovation management system and sequential product development
Answer: B
Diff: 3 Page Ref: 268
Skill: Concept
Objective: 9-2

13) Which stage of the new-product development process focuses on finding new ways to solve customer problems and create more customer-satisfying experiences?
A) concept testing
B) new-product development
C) customer-centered new-product development
D) sequential product development
E) team-based new-product development
Answer: C
Diff: 1 Page Ref: 269
Skill: Concept
Objective: 9-2

14) ________ is a new-product development approach in which one company department works to complete its stage of the process before passing the new product along to the next department and stage.
A) Team-based product development
B) Simultaneous product development
C) Sequential product development
D) Product life-cycle analysis
E) Micromarketing
Answer: C
Diff: 2 Page Ref: 269
Skill: Concept
Objective: 9-2
15) In order to get their new products to market more quickly, many companies are adopting a faster, team-oriented approach called ________.
A) simulated new-product development
B) sequential product development
C) team-based new-product development
D) phased-in new-product development
E) market development
Answer: C
Diff: 1 Page Ref: 270
Skill: Concept
Objective: 9-2
16) Which stage of the typical consumer product life cycle is out of order below?
A) product development
B) introduction
C) maturity
D) growth
E) decline
Answer: C
Diff: 2 Page Ref: 273
Skill: Concept
Objective: 9-3
17) Which of the following CANNOT be described using the PLC concept?
A) product class
B) product form
C) product image
D) brand
E)