1、A） market offeringB） brand equityC） brand extensionD） co-brandingE） value chain A3） To differentiate themselves, many companies are going beyond products and services, they are developing and delivering customer _. A） qualityB） experiencesC） brandsD） product linesE） events 2 Page Ref:4） Product plan
2、ners 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 productB） augmented productC） core customer valueE） exchange C 2255） Products and services fall int
3、o two broad classifications based on the types of consumers that use them. Which is one of these broad classes?A） industrial productsB） specialty productsC） supplies and servicesD） materials and partsE） convenience products 2266） _ are less frequently purchased consumer products and services that cu
4、stomers compare carefully on suitability, quality, price, and style. Consumers spend much time and effort in gathering information and making comparisons about these products.A） Shopping productsB） Convenience productsC） Unsought productsD） Industrial productsE） Line extensions7） _ are those product
5、s purchased for further processing or for use in conducting a business.A） Unsought productsB） Specialty productsC） Shopping productsE） Accessories D 2278） Most manufactured materials and parts are sold directly to _. Price and service are the major marketing factors; branding and advertising tend to
6、 be less important.A） consumersB） industrial usersC） brand extensionsD） co-brandersE） wholesalers9） _ are industrial products that aid in the buyers production or operations, including installations and accessory equipment.A） MaterialsB） PartsC） Capital itemsD） Specialty itemsE） Supplies10） _ consis
7、ts of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization.A） Person marketingB） Organization marketingC） Internal marketingD） Service variabilityE） Intelligence marketing 22811） _ involves activities undertaken to create, maintai
8、n, or change attitudes toward particular cities, states, and regions. A） Idea marketingB） Place marketingC） Organization marketingD） Social marketingE） Interactive marketing12） _ is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals behavior t
9、o improve their well being and that of society.A） Unsought product marketingB） Internal marketingC） Social marketingD） Product line 229 Ethical Reasoning13） Public health campaigns to reduce alcoholism, drug abuse, smoking, and obesity are all examples of _.A） specialty productsB） social marketingC）
10、 shopping productsD） consumer productsE） responsibility marketing14） _ is one of the marketers 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） PackagingB） Product qualityC） Total quality ma
11、nagementD） Specialty product marketingE） Positioning 8-215） _ is an approach in which all the companys people are involved in constantly improving the products, services, and business processes.A） Product qualityB） Brand equity 23024） What are the two dimensions of product quality?A） consistency and
12、 levelB） performance and resistanceC） design and innovationD） conformance and styleE） feature and design16） In recent years, product safety and environmental responsibility have become major _ concerns.A） brandingB） packagingC） labelingD） serviceE） product line 23217） At the very least, the _ identi
13、fies the product or brand. It might also describe several things about the product and promote the brand.A） line extensionC） labelD） specialty productE） package18） The major product line decision involves _.A） line stretchingB） moving the line upward or downwardC） product line fillingD） product line
14、 lengthE） product packaging 3 Page Ref: 23419） When a company lengthens its product line beyond its current range, it is _.A） product line fillingB） product line stretchingC） product mixingD） increasing product depthE） building brand equity20） A _ consists of all the product lines and items that a p
15、articular seller offers for sale.A） product mixB） brand lineC） consumer mixD） packaging mixE） line extension21） Product mix _ refers to the number of different product lines the company carries. Procter & Gamble markets 250 brands organized into many product lines.A） lengthB） heightC） widthD） perime
16、terE） depth 23522） Product mix _ refers to the number of versions offered of each product in the line. Crest toothpaste comes in 13 varieties, ranging from Crest Multicare to Crest Baking Soda formulations.B） depthC） heightD） widthE） perimeter23） A company can increase its business in four ways. Whi
17、ch is NOT one of these ways?A） It can add new product lines, thus widening its product mix.B） It can lengthen its existing product lines.C） It can add more versions of each product and thus deepen its product mix.D） It can discontinue some of its lines.E） It can increase the consistency of its produ
18、ct mix.24） The strongest brands go beyond attributes or benefit positioning; they are positioned on _.A） desirable benefitB） good packagingC） service inseparabilityD） strong beliefs and valuesE） customer image 239 8-325） Which of the following is NOT a desirable quality for a brand name? A） It shoul
19、d suggest something about the products benefits and qualities.B） It should be easy to pronounce, recognize, and remember.C） The brand should almost always be a long word to get attention.D） The name should translate easily into foreign languages.E） It should be distinctive.26） In most _ situations,
20、one company licenses another companys well-known brand to use in combination with its own.A） brand extensionC） co-brandingD） internal marketing 24227） A _ involves the use of a successful brand name to launch new or modified products in a new category.B） product lineD） private brandE） brand symbol 2
21、4328） Which of the following is the most important for product designers to consider as they develop a product?A） which product features can be added to create higher-level modelsB） how the product appearsC） what the products technical specifications areD） how customers will use and benefit from the productE） how the product is packaged to attract spontaneous purchases 231 Analytic Skills Application29） Shopping products are less frequently purchased than consumer products and services that customer
