市场营销学题库marketing题库2

Marketing Revision Part IIChapter 8 Product, Services, and Branding Strategies: Building CustomerValue1) 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 brandB) service variabilityC) serviceD) productE) service encounterAnswer: DDiff: 1 Page Ref: 224AACSB: CommunicationSkill: ConceptObjective: 8-12) ________ 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 extensionsB) ServicesC) BrandsD) Consumer productsE) SupplementsAnswer: BDiff: 1 Page Ref: 224AACSB: CommunicationSkill: ConceptObjective: 8-13) 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 offeringB) brand equityC) brand extensionD) co-brandingE) value chainAnswer: ADiff: 1 Page Ref: 224AACSB: CommunicationSkill: ConceptObjective: 8-14) To differentiate themselves, many companies are going beyond products and services, they are developing and delivering customer ________.A) qualityB) experiencesC) brandsD) product linesE) eventsAnswer: BDiff: 2 Page Ref: 224AACSB: CommunicationSkill: ConceptObjective: 8-15) 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 productB) augmented productC) core customer valueD) co-brandingE) exchangeAnswer: CDiff: 2 Page Ref: 225AACSB: CommunicationSkill: ConceptObjective: 8-16) 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 brandsB) product attributesC) consumer productsD) product mixesE) marketing toolsAnswer: BDiff: 3 Page Ref: 229AACSB: CommunicationSkill: ConceptObjective: 8-27) ________ 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) PackagingB) Product qualityC) Total quality managementD) Specialty product marketingE) PositioningAnswer: BDiff: 2 Page Ref: 229AACSB: CommunicationSkill: ConceptObjective: 8-28) ________ is an approach in which all the company's people are involved in constantly improving the products, services, and business processes.A) Product qualityB) Brand equityC) Total quality managementD) Specialty product marketingE) PositioningAnswer: CDiff: 2 Page Ref: 230Skill: ConceptObjective: 8-29) What are the two dimensions of product quality?A) consistency and levelB) performance and resistanceC) design and innovationD) conformance and styleE) feature and designAnswer: ADiff: 2 Page Ref: 230Skill: ConceptObjective: 8-210) Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance?A) private brandB) productC) total quality managementD) conformanceE) adherenceAnswer: DDiff: 2 Page Ref: 230Skill: ConceptObjective: 8-211) Some analysts see ________ as the major enduring asset of a company, outlasting the company's specific products and facilities.A) brandsB) convenience productsC) specialty productsD) unsought productsE) staplesAnswer: ADiff: 1 Page Ref: 235AACSB: CommunicationSkill: ConceptObjective: 8-312) A key element in a company's relationship with consumers, a ________ represents consumers' perceptions and feelings about a product and its performance.A) product lineB) product experienceC) brandD) serviceE) product attributeAnswer: CDiff: 2 Page Ref: 236AACSB: CommunicationSkill: ConceptObjective: 8-313) 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 differentiationB) brand knowledgeC) brand valuationD) brand esteemE) brand relevanceAnswer: CDiff: 3 Page Ref: 236AACSB: CommunicationSkill: ConceptObjective: 8-314) The total financial value of a brand is estimated through the process of brand________.A) differentiationB) valuationC) extensionsD) positioningE) equityAnswer: BDiff: 2 Page Ref: 236AACSB: CommunicationSkill: ConceptObjective: 8-315) 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 mixB) customer equityC) line equityD) service variabilityE) the service encounterAnswer: BDiff: 3 Page Ref: 238AACSB: CommunicationSkill: ConceptObjective: 8-316) ________ means that services cannot be separated from their providers, whether the providers are people or machines.A) Service intangibilityB) Service inseparabilityC) Service variabilityD) Service perishabilityE) Service heterogeneityAnswer: BDiff: 1 Page Ref: 245Skill: ConceptObjective: 8-417) 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 qualityB) evidence managementC) satisfied and productive service employeesD) satisfied and loyal customersE) healthy service profits and growthAnswer: BDiff: 3 Page Ref: 246Skill: ConceptObjective: 8-418) 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 inseparabilityB) service intangibilityC) service variabilityD) internal marketingE) external marketingAnswer: DDiff: 2 Page Ref: 247Skill: ConceptObjective: 8-419) 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 marketingB) service differentiationC) service productivityD) internal marketingE) external marketingAnswer: ADiff: 2 Page Ref: 247Skill: ConceptObjective: 8-420) All of the following are methods for developing a differentiated service offer, delivery, or image EXCEPT ________.A) offering innovative featuresB) increasing the quantity of service by giving up some qualityC) having more reliable customer-contact peopleD) developing symbols and brandingE) designing a superior delivery processAnswer: BDiff: 2 Page Ref: 248Skill: ConceptObjective: 8-421) 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: FALSEDiff: 1 Page Ref: 224Skill: ConceptObjective: 8-122) 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: TRUEDiff: 3 Page Ref: 225AACSB: Reflective ThinkingSkill: ApplicationObjective: 8-123) Unsought products are products that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort.Answer: FALSEDiff: 1 Page Ref: 226Skill: ConceptObjective: 8-124) Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.Answer: TRUEDiff: 2 Page Ref: 226Skill: ConceptObjective: 8-125) Style is a larger concept than design. Design describes the appearance of a product.Answer: FALSEDiff: 3 Page Ref: 230Skill: ConceptObjective: 8-226) Branding can add consumer value to a product.Answer: TRUEDiff: 2 Page Ref: 231AACSB: CommunicationSkill: ConceptObjective: 8-227) 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: TRUEDiff: 2 Page Ref: 232AACSB: CommunicationSkill: ConceptObjective: 8-228) Product support services identify the product or brand, describe several things about the product, and promote the product through attractive graphics. Answer: FALSEDiff: 2 Page Ref: 233AACSB: CommunicationSkill: ConceptObjective: 8-229) Quaker produces a variety of cereals. This variety is called its product line. Answer: TRUEDiff: 2 Page Ref: 234AACSB: Reflective ThinkingSkill: ApplicationObjective: 8-230) Cannibalization and customer confusion about product differentiation are two potential results if line filling is overdone.Answer: TRUEDiff: 3 Page Ref: 234Skill: ConceptObjective: 8-2Chapter 9 New-Product Development and Product Life-Cycle Strategies1) What are the two ways that a company can obtain new products?A) line extension and brand managementB) internal development and brand managementC) new-product development and acquisitionD) service development and product extensionE) market mix modification and research and developmentAnswer: CDiff: 2 Page Ref: 258Skill: ConceptObjective: 9-12) Product improvements, product modifications, and original products can all be classified as ________.A) pioneer productsB) new productsC) product conceptsD) product ideasE) test productsAnswer: BDiff: 1 Page Ref: 258Skill: ConceptObjective: 9-13) Which of the following is NOT a potential reason for a new product to fail?A) an underestimated market sizeB) a poorly designed productC) an incorrectly positioned productD) higher than anticipated costs of product developmentE) ineffective advertisingAnswer: ADiff: 2 Page Ref: 258Skill: ConceptObjective: 9-14) Which of the following is NOT a challenge presented by the product life cycle thata 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: EDiff: 2 Page Ref: 258Skill: ConceptObjective: 9-15) 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 stylesB) customers, brands, products; product imagesC) customers, competitors, and markets; superior valueD) product, marketing mix, and marketing strategy; functional featuresE) product life cycle, legal responsibilities, and social responsibilities; innovations Answer: CDiff: 2 Page Ref: 259Skill: ConceptObjective: 9-26) A ________ is the way consumers perceive an actual or potential product.A) product ideaB) product conceptC) product imageD) test marketE) concept testAnswer: CDiff: 1 Page Ref: 262AACSB: CommunicationSkill: ConceptObjective: 9-27) An attractive idea must be developed into a ________.A) product ideaB) product conceptC) product imageD) test marketE) product strategyAnswer: BDiff: 2 Page Ref: 262Skill: Concept8) ________ calls for testing new-product concepts with groups of target consumers.A) Concept developmentB) Concept testingC) Idea generationD) Idea screeningE) Test marketingAnswer: BDiff: 1 Page Ref: 263Skill: ConceptObjective: 9-29) In the concept testing stage of new-product development, a product concept in________ form is presented to groups of target consumers.A) physical or symbolicB) prototypeC) finalD) market-testedE) commercialAnswer: ADiff: 2 Page Ref: 263Skill: ConceptObjective: 9-210) With what groups do firms conduct concept testing for new products?A) suppliersB) employeesC) target customersD) manufacturersE) competitorsAnswer: CDiff: 3 Page Ref: 263Skill: ConceptObjective: 9-211) Following the decision to "time" the introduction of the new product, a company must decide ________ to launch the new product.A) whereB) howC) to what degreeD) whyE) all of the aboveAnswer: ADiff: 2 Page Ref: 268Skill: Concept12) Which of the following is necessary for successful new-product development?A) a holistic and sequential product development approachB) a customer-centered, team-based, systematic approachC) a team-based, innovation-management approachD) a market pioneer mindset and a holistic approachE) an innovation management system and sequential product development Answer: BDiff: 3 Page Ref: 268Skill: ConceptObjective: 9-213) 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 testingB) new-product developmentC) customer-centered new-product developmentD) sequential product developmentE) team-based new-product developmentAnswer: CDiff: 1 Page Ref: 269Skill: ConceptObjective: 9-214) ________ 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 developmentB) Simultaneous product developmentC) Sequential product developmentD) Product life-cycle analysisE) MicromarketingAnswer: CDiff: 2 Page Ref: 269Skill: ConceptObjective: 9-215) 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 developmentB) sequential product developmentC) team-based new-product developmentD) phased-in new-product developmentE) market developmentDiff: 1 Page Ref: 270Skill: ConceptObjective: 9-216) Which stage of the typical consumer product life cycle is out of order below?A) product developmentB) introductionC) maturityD) growthE) declineAnswer: CDiff: 2 Page Ref: 273Skill: ConceptObjective: 9-317) Which of the following CANNOT be described using the PLC concept?A) product classB) product formC) product imageD) brandE) stylesAnswer: CDiff: 3 Page Ref: 273Skill: ConceptObjective: 9-318) All of the following are accurate descriptions of a style product, EXCEPT which one?A) Style products appear in home, clothing, and art.B) Once a style is invented, it may last for generations.C) A style has a cycle showing several periods of renewed interest.D) Styles last only a short time and tend to attract only a limited following.E) Styles are basic and distinctive modes of expression.Answer: DDiff: 2 Page Ref: 274Skill: ConceptObjective: 9-319) The PLC concept can be applied by marketers as a useful framework for describing how ________.A) to forecast product performanceB) to develop marketing strategiesC) products and markets workD) concept testing is conductedE) product ideas are developedDiff: 3 Page Ref: 274Skill: ConceptObjective: 9-320) Using the PLC concept to develop marketing strategy can be difficult because strategy is both a ________ and a(n) ________ of the product's life cycle.A) mirror image; causeB) cause; resultC) result; mirror imageD) beginning; endE) purpose; effectAnswer: BDiff: 3 Page Ref: 274Skill: ConceptObjective: 9-321) Manufacturers must comply with specific laws regarding ________.A) price structuresB) product quality and safetyC) product placementD) distribution channelsE) product life cyclesAnswer: BDiff: 1 Page Ref: 280AACSB: Ethical ReasoningSkill: ConceptObjective: 9-422) Because of ________, a company cannot make its product illegally similar to a competitor's already established product.A) anti-monopoly lawsB) patent lawsC) the Consumer Product Safety ActD) product warrantiesE) product liabilityAnswer: BDiff: 1 Page Ref: 280AACSB: Ethical ReasoningSkill: ConceptObjective: 9-423) Which of the following best describes the role of a product steward?A) to protect consumers from harmB) to evaluate new-product ideas against a set of general criteriaC) to develop a new-product concept into a physical productD) to protect the company from liability by identifying and solving potential product problemsE) A and DAnswer: EDiff: 3 Page Ref: 280AACSB: Ethical ReasoningSkill: ConceptObjective: 9-424) The advantages of standardizing an international product include all of the following EXCEPT ________.A) the development of a consistent imageB) lower product design costsC) the adaptation of products to different marketsD) decreased manufacturing costsE) lower marketing costsAnswer: CDiff: 2 Page Ref: 281Skill: ConceptObjective: 9-425) Because names, labels, and colors may not easily translate from one country to another, international marketers must carefully assess ________.A) product standardizationB) market rolloutC) the product life cycleD) packagingE) stylesAnswer: DDiff: 2 Page Ref: 281AACSB: Multicultural and DiversitySkill: ConceptObjective: 9-426) Blair Housewares wants to add new lines of products to its 46-store chain. Managers are correct in believing that the purpose of idea generation is to create a few ideas, and the purpose of succeeding stages is to increase that number.Answer: FALSEDiff: 2 Page Ref: 262AACSB: Analytic SkillsSkill: ApplicationObjective: 9-227) A product idea is an idea for a possible product a company can offer the market, while a product concept is a detailed version of the idea stated in meaningful consumer terms.Answer: TRUEDiff: 3 Page Ref: 262Skill: ConceptObjective: 9-228) Concept testing works best with people who are familiar with the new idea and the new product's purpose. This generally includes top management, the sales force, and research and development.Answer: FALSEDiff: 3 Page Ref: 263Skill: ConceptObjective: 9-229) GreenTree Lawn and Garden Products is engaged in marketing strategy development. Management should first create a statement outlining the product's planned price, distribution, and marketing budget for the first year.Answer: FALSEDiff: 3 Page Ref: 263AACSB: Analytic SkillsSkill: ApplicationObjective: 9-230) GreenTree Lawn and Garden Products is engaged in a review of the sales, costs, and profit projections for some new products to find out whether they satisfy the company's objectives. This activity is called business product development. Answer: FALSEDiff: 2 Page Ref: 264AACSB: Reflective ThinkingSkill: ApplicationObjective: 9-2Chapter 10 Pricing Products: Understanding and Capturing Customer Value1) ________ is the amount of money charged for a product or service.A) Experience curveB) Demand curveC) PriceD) WageE) SalaryAnswer: CDiff: 1 Page Ref: 290Skill: ConceptObjective: 10-12) Price is the only element in the marketing mix that produces ________.A) revenueB) variable costsC) expensesD) outfixed costsE) stabilityAnswer: ADiff: 1 Page Ref: 290Skill: ConceptObjective: 10-13) If a seller charges ________ than the buyer's perceived value, the company's sales will ________.A) more; benefitB) more; sufferC) less; increaseD) less; sufferE) none of the aboveAnswer: BDiff: 2 Page Ref: 292Skill: ConceptObjective: 10-24) Some companies have adopted a ________ strategy, offering just the right combination of quality and good service at a fair price.A) value-based pricingB) good-value pricingC) cost-plus pricingD) low-price imageE) none of the aboveAnswer: BDiff: 1 Page Ref: 293Skill: ConceptObjective: 10-25) Wal-Mart is famous for using what important type of value pricing?A) competition-based pricingB) everyday low pricingC) cost-plus pricingD) break-even pricingE) penetration pricingAnswer: BDiff: 2 Page Ref: 293Skill: ConceptObjective: 10-26) ________ involves charging a constant, everyday low price with few or no temporary price discounts.A) High-low pricingB) Target pricingC) Cost-plus pricingD) EDLPE) Penetration pricingAnswer: DDiff: 2 Page Ref: 293Skill: ConceptObjective: 10-27) ________ are the sum of the ________ and ________ for any given level of production.A) Fixed costs; variable; total costsB) Fixed costs; total; variable costsC) Variable costs; fixed; total costsD) Total costs; fixed; variable costsE) Break-even costs; fixed; total costsAnswer: DDiff: 2 Page Ref: 296Skill: ConceptObjective: 10-38) SRAC is the acronym for which concept related to costs at different levels of production?A) strategic reasoning and costsB) short-run accounting costsC) short-run average costD) strategic rights and companyE) strategic revenues and costsAnswer: CDiff: 2 Page Ref: 296Skill: ConceptObjective: 10-39) As production workers become better organized and more familiar with equipment, the average cost per unit decreases. This is called the ________.A) demand curveB) experience curveC) short-run average cost curveD) long-run average cost curveE) marginal utilityAnswer: BDiff: 1 Page Ref: 296Skill: ConceptObjective: 10-310) With a higher volume of product, most companies can expect to ________.A) gain economies of scaleB) become less efficientC) see average costs increaseD) have a straight, horizontal learning curveE) find competitors using the experience curve strategicallyAnswer: ADiff: 2 Page Ref: 296Skill: ConceptObjective: 10-311) The break-even volume is the point at which ________.A) the total revenue and total costs lines intersectB) demand equals supplyC) the production of one more unit will not increase profitD) the company can pay all of its long-term debtE) a firm's profit goal is reachedAnswer: ADiff: 3 Page Ref: 298Skill: ConceptObjective: 10-312) ________ pricing works only if that price actually brings in the expected level of sales.A) ElasticityB) MarkupC) VariableD) InelasticityE) Target profitAnswer: EDiff: 3 Page Ref: 298Skill: ConceptObjective: 10-313) Which of the following statements about break-even analysis is true?A) It is used to determine how much production experience a company must have to achieve desired efficiencies.B) It is a technique used to calculate fixed costs.C) It determines the amount of retained earnings a company will have during an accounting period.D) It is a technique marketers use to examine the relationship between supply and demand.E) It is calculated using variable costs, the unit price, and fixed costs.Answer: EDiff: 3 Page Ref: 298Skill: ConceptObjective: 10-314) As a manufacturer increases price, the ________ drops.A) targetB) break-even volumeC) cost-plus pricingD) total costE) salesAnswer: BDiff: 3 Page Ref: 299Skill: ConceptObjective: 10-315) Which of the following is an external factor that affects pricing decisions?A) the salaries of production managementB) competitionC) the salaries of finance managementD) funds expensed to clean production equipmentE) A, B, and CAnswer: BDiff: 1 Page Ref: 299Skill: ConceptObjective: 10-416) ________ that influence pricing decisions include the nature of the market and demand and competitors' prices.A) Internal factorsB) Elasticity factorsC) External factorsD) Target factorsE) Domestic factorsAnswer: CDiff: 2 Page Ref: 299Skill: ConceptObjective: 10-417) Companies may set prices low for which of the following reasons EXCEPT ________.A) to prevent competition from entering the marketB) to stabilize the marketC) to create excitement for a productD) to prepare for an easy exit from a marketE) to match a competitorAnswer: DDiff: 2 Page Ref: 299Skill: ConceptObjective: 10-418) In order to form a consistent and effective integrated marketing program, price decisions should be coordinated with each of the following EXCEPT ________.A) product designB) distributionC) competitors' pricesD) promotion decisionsE) marketing objectivesAnswer: CDiff: 2 Page Ref: 299Skill: ConceptObjective: 10-419) With target costing, marketers will first ________ and then ________.A) build the marketing mix; identify the target marketB) identify the target market; build the marketing mixC) design the product; determine its costD) use skimming pricing; penetrating pricingE) determine a selling price; target costs to ensure that the price is met Answer: EDiff: 2 Page Ref: 300Skill: ConceptObjective: 10-420) Price setting is usually determined by ________ in small companies.A) top managementB) marketing departmentsC) sales departmentsD) divisional managersE) cross-functional teamsAnswer: ADiff: 2 Page Ref: 300Skill: ConceptObjective: 10-421) Price setting is usually determined by ________ in large companies.A) top managementB) divisional managersC) product line managersD) pricing departmentsE) both B and CAnswer: EDiff: 2 Page Ref: 300Skill: ConceptObjective: 10-422) EDLP is very similar to high-low pricing.Answer: TRUEDiff: 2 Page Ref: 293Skill: ConceptObjective: 10-223) Overhead cost is another term for fixed cost.Answer: TRUEDiff: 1 Page Ref: 295Skill: ConceptObjective: 10-324) Cost-based pricing relies on consumer perception of value to drive pricing. Answer: FALSEDiff: 2 Page Ref: 295Skill: ConceptObjective: 10-325) Average unit cost increases with accumulated production experience. Answer: FALSEDiff: 1 Page Ref: 296Skill: ConceptObjective: 10-326) An upward-sloping experience curve is beneficial for a company. Answer: FALSEDiff: 3 Page Ref: 297Skill: ConceptObjective: 10-327) The simplest pricing method is cost-plus pricing, which involves adding a standard markup to the cost of the product.Answer: TRUEDiff: 2 Page Ref: 297。