市场营销
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Ⅰ、选择题(2*20=40)
1. We define a _____4___ 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
2. To differentiate themselves, many companies are going beyond products and services, they are
developing and delivering customer __2______.
A) quality
B) experiences
C) brands
D) product lines
E) events
3. Product planners must design the actual product and find ways to ___4_____ it in order to
create the bundle of benefits that will provide the most satisfying customer experience.
A) promote
B) package
C) brand
D) augment
E) present
4. ____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
5. Product planners need to consider products and services on three levels. Each level adds more
customer value. The most basic level is the _____3___, 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
6.______3__ are industrial products that aid in the buyer's production or operations, including
installations and accessory equipment.
A) Materials
B) Parts
C) Capital items
D) Specialty items
E) Supplies
7. In assessing which new features to add to a product, a company must weigh each feature's
_____1___ to customers versus its ________ to the company.
A) cost; line extension
B) cost; service
C) value; cost
D) service; line extension
E) equity; cost
8. New product development starts with ____1____.
A) idea generation
B) idea screening
C) concept development
D) concept testing
E) test marketing
9.____3____ is the amount of money charged for a product or service.
A) Experience curve
B) Demand curve
C) Price
D) Wage
E) Salary
10. ____3____ pricing involves setting prices based on the costs for producing, distributing, and
selling the product plus a fair rate of return for the company's efforts and risks.
A) Value-based
B) Fixed cost
C) Cost-based
D) Variable
E) Skimming
11. Product improvements, product modifications, and original products can all be classified as
____2____.
A) pioneer products
B) new products
C) product concepts
D) product ideas
E) test products
12. Which of the following is perhaps the most important external source of new-product ideas?
2
A) engineers
B) customers
C) competitors
D) trade magazines, shows, and seminars
E) distributors and suppliers
13.Product costs set a(n) ___2_____ to a product's price.
A) demand curve
B) floor
C) ceiling
D) break-even cost
E) experience curve
14. A firm is using _____1___ when it charges a high, premium price for a new product with the
intention of reducing the price in the future.
A) price skimming
B) trial pricing
C) value pricing
D) market-penetration pricing
E) prestige pricing
15. When amusement parks and movie theaters charge admission plus fees for food and other
attractions, they are following a(n) ___3_____ pricing strategy.
A) by-product
B) optional-product
C) captive-product
D) skimming
E) penetration
16.Distribution channel decisions often involve ___3_____ with other firms, particularly those
that involve contracts or relationships with channel partners.
A) short-term commitments
B) long-term commitments
C) major problems
D) financial losses
E) disagreements
17. In marketing terms, we say that the number of intermediary levels indicates the ______3__ of
a channel.
A) depth
B) complexity
C) involvement
D) length
E) width
18.Wal-Mart is famous for using what important type of value pricing? 2
A) competition-based pricing
B) everyday low pricing
C) cost-plus pricing
