营销学原理测试6章(英文版)

1、Which of the following is true with regard to products?
A、The quality of products is far more difficult to measure than that of services.
B、Products do not include experiences, organizations, persons, places, and ideas.
C、Products are not meant for sale in the market.
D、Products include services, events, persons, places, organizations, ideas, or a mixture of these.
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、Liabilities
B、Services
C、Brands
D、Consumer products
3、Which of the following is true with regard to services?
A、Services refer to purely tangible products.
B、Services are a form of product that consists of activities, benefits, or satisfactions offered for sale.
C、Services can be stored for later use.
D、Services can be easily separated from their providers.
4、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、an actual product
B、an augmented product
C、core customer value
D、co-branding
5、Product planners need to consider products and services on three levels. At the second level, product planners must ________.
A、offer additional product support and after-sale services
B、identify the core customer value that consumers seek from the product
C、turn the core benefit into an actual product
D、find out how they can create the most satisfying brand experience
6、________ are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.
A、Unsought products
B、Capital items
C、Shopping products
D、Convenience products
7、Erica wants to replace her old washing machine with a new one. In order to get the maximum value for her money, she plans to spend substantial time and effort in gathering information and making product comparisons before making the actual purchase. In this instance, Erica is planning to buy a(n) ________ product.
A、convenience
B、unsought
D、shopping
8、_______ marketing consists of activities undertaken to create, maintain, or change attitudes toward particular people. People ranging from presidents, entertainers, and sports figures to professionals such as doctors, lawyers, and architects use it to build their reputations.
A、Corporate image
B、Person
C、Social
D、Organization
9、Tourism Australia's global marketing campaign, "There's nothing like Australia" is an example of ________marketing.
A、place
B、person
C、organization
D、internal
10、What are the two dimensions of product quality?
A、consistency and level
B、performance and conformance
C、design and innovation
D、conformance and style
11、A ________ is a name, term, sign, symbol, design, or a combination of these, that identifies the maker or seller of a product or service.
A、feature
B、brand
C、line extension
D、package
12、A ________ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges.
A、product line
B、line extension
C、private brand
D、multib
13、The major product line decision involves product ________, the number of items in the product line.
A、features
B、line depth
C、line conformance
D、line length
14、Proton Corp. is an automobile manufacturer known for producing efficient, durable, and low-priced cars. Recently, the company launched a new range of luxury cars to broaden its market appeal and to add prestige to its existing line of cars. This is an example of ________.
A、social marketing
B、product line filling
C、product line stretching
D、internal marketing
15、Service ________ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.
A、inseparability
B、variability
C、intangibility
D、perishability
16、Which of the following actions is a restaurant owner most likely to take in order to reduce problems associated with service intangibility?
A、increase entree prices after 6:00 p.m.
B、provide clean tablecloths and fresh napkins for each new customer
C、empower employees to handle customer complaints
D、offer discounted prices for appetizers ordered during happy hour
17、Tristan and Juliet, a newly married couple who intend to go to Egypt for their honeymoon, bought a Europe travel package on Jizo Inc., an online travel site. As they have never seen Europe or used the services of Jizo before, they were largely dependent on other customers' feedback and signals for service quality. Which of the following characteristics of service is highlighted in this instance?
A、service intangibility
B、service inseparability
C、service variability
D、service perishability
18、Service ________ means that the quality of services depends on who provides them as well as when, where, and how they are provided.
A、intangibility
B、inseparability
C、variability
D、perishability
19、The customers of Parry's Hair Salon have noticed that the quality of a haircut depends on who provides it as well as when, where, and how the service is provided. Which of the following characteristics of service is evident in this instance?
A、service intangibility
B、service inseparability
C、service perishability
D、service variability
20、Service ________ means that services cannot be stored for later sale or use.
A、consistency
B、perishability
C、variability
D、intangibility
21、Alex Smith rents storage space to college students who go home for the summer but do not want to haul all of their property home and back. The business is profitable during the summer months, but when the storage space is unoccupied in the off-season, Alex loses money. Which of the following characteristics of service is most likely the source of Alex's problem?
A、intangibility
B、perishability
C、inconsistency
D、variability
22、According to the service profit chain, superior internal service quality results in ________.
A、lesser service value
B、increased word-of-mouth sales
C、reduced after-sale services
D、more satisfied, loyal, and hardworking employees
23、________ occurs when two established brand names of different companies are used on the same product.
A、Market diversification
B、Niche marketing
C、Co-branding
D、Licensing
24、Which of the following is an advantage offered by co-branding?
A、Manufacturers do not have to invest in creating their own brand names with co-branding.
B、Co-branding allows retailers to sell exclusive products that cannot be purchased from competitors.
C、Co-branding allows a company to expand its existing brand into a category it might otherwise have difficulty entering alone.
D、Co-branding dilutes brand equity and increases the appeal of store brands.
25、________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes.
A、Line extension
B、Megabranding
C、Interactive marketing
D、Internal marketing
26、_______ involves the use of a successful brand name for new or modified products in a new category.
A、A line extension
B、A product line
C、A brand extension
D、Co-branding
27、Symmonds Inc., a company manufacturing breakfast cereals, has extended its special Crispo cereal brand into
a full line of breakfast cereals plus protein shakes, fruit and sandwich spreads, butter, and doughnuts. This is an example of ________.
A、line extension
B、brand extension
C、licensing
D、co-branding
28、Which of the following statements characterizes the introduction stage of the PLC?
A、There are increased marketing outlays.
B、Profits are nonexistent.
C、The company incurs minimal expenses.
D、The product achieves acceptance by most potential buyers.
29、________ is the product life cycle period when sales fall off and profits drop.
A、Introduction
B、Growth
C、Maturity
D、Decline
30、According to the PLC, the ________ stage is reached when sales plunge to zero, or when they drop to a low level where they continue for many years.
A、laggard
B、decline
C、maturity
D、growth
31、Which of the following stages of the PLC is characterized with high promotional expenditures that result from an effort to create consumer awareness?
A、growth
B、product development
C、maturity
D、introduction
32、Kellogg's begins to sell its cereals in new markets after conducting extensive marketing research. After the cereal begins to appear in these new markets, the company increases its promotion expenditure to counteract competitive responses. Kellogg's is in the ________ stage of the product life cycle.
A、introduction
B、growth
C、maturity
D、decline
33、When a product is in the maturity stage, the company should most likely consider ________.
A、harvesting the product or market
B、modifying the product, market, or marketing mix
C、divesting the product line
D、liquidating the firm's assets
34、P&G has sold off a number of lesser or declining brands such as Oxydol detergent and Jif peanut butter. In these examples, management decided to ________ the products.
A、modify
B、maintain
C、drop
D、harvest
35、Due to dropping sales, a company that manufactures soaps begins to sell them to restaurants and hotels to extend their product's life. The soap manufacturer is in the ________ stage of PLC.
A、introduction
B、growth
C、maturity
D、decline
二、判断题
1、Profits drop during the growth stage of the PLC because per customer promotion costs are high.
2、Although products that remain in the maturity stage of the PLC seem unchanged, the most successful ones actually evolve to meet changing consumer needs.
3、When sales of a product drop during the decline stage of the PLC, a company typically modifies the marketing mix, the product, or the market.
4、A service refers to an activity, benefit, or satisfaction offered for sale that is essentially intangible and does not result in the ownership of anything.
5、The augmented product is the actual product plus the various services and benefits offered with it, such as a warranty, free delivery, installation, and maintenance.
6、Style is a larger concept than design. Design simply describes the appearance of a product.
7、A company's product mix has four important dimensions: width, length, depth, and consistency.
8、Service inseparability means that the quality of services depends on who provides them, as well as when, where, and how they are provided.
9、In a service business, the customer and the front-line service employee interact to co-create the service.
10、Within a hotel renowned for its superior service, one registration-desk employee may be cheerful and efficient, whereas another may be irritable and slow. This exemplifies service consistency.
11、Service companies can differentiate their service delivery by having more able and reliable customer-contact people.
12、Product quality is harder to define and judge than service quality.
13、The strongest brands do not engage customers on a deep, emotional level.
14、Line extension refers to extending an existing brand name to new product categories.
15、Multibranding offers a way to establish different features that appeal to different customer segments, lock up more reseller shelf space, and capture a larger market share.。