kotler12_tif_marketingmanagement習題(更新版)

　　

【正文】 ulty: Hard69. Capital items are longlasting goods that facilitate developing or managing the finished products. Answer: True Page: 375 Level of difficulty: Medium 70. Supplies can be classified as two kinds: maintenance and repair items and operating supplies. Answer: True Page: 375 Level of difficulty: Medium71. To be branded, physical products must be differentiated. Answer: True Page: 376 Level of difficulty: Easy72. Many products can be differentiated in form, features, performance quality, conformance quality, durability, reliability, reparability, and style. Answer: True Pages: 376–377 Level of difficulty: Hard73. If the physical product cannot be easily differentiated, the key to petitive advantage lies in the pricing of the related “services” provided by the manufacturer. Answer: False Page: 378 Level of difficulty: Hard74. Design is now more fully integrated into the marketing management process. Answer: True Page: 379 Level of difficulty: Hard75. Customer training and customer consulting are two areas for service differentiation that manufacturers can use with their products. Answer: True Pages: 379–380 Level of difficulty: Medium76. The product hierarchy stretches from basic needs to particular items that satisfy those needs. Answer: True Page: 380 Level of difficulty: Medium77. A product system is a group of diverse but related items that function in a patible manner and includes the product mix and product assortment. Answer: False Page: 381 Level of difficulty: Medium78. The four productmix dimensions (length, width, depth, consistency) permit the pany to expand its business. Answer: True Page: 381 Level of difficulty: Medium79. Productline managers need to know the sales and profits of each item in their line in order to estimate growth, sales, and profits in the future. Answer: False Page: 382 Level of difficulty: Medium80. The productline manager must review how the line is positioned against petitors’ lines. Answer: True Page: 383 Level of difficulty: Easy81. Factors that influence productline length do not include pany objectives or management aspirations. Answer: False Page: 384 Level of difficulty: Hard82. Every pany’s product line covers a certain part of the total possible range of products and consumer levels. Answer: True Page: 384 Level of difficulty: Hard83. Companies in the “middle market” should not attempt to stretch their line in both directions. Answer: False Page: 385 Level of difficulty: Medium84. Line filling if overdone may result in selfcannibalization and increased customer loyalty. Answer: False Page: 386 Level of difficulty: Medium 85. In the rapidly changing market of today’s world, product lines must be continuously updated or modernized. Answer: True Page: 386 Level of difficulty: Medium86. Pricesetting logic must be modified when the product is part of a product mix. Answer: True Page: 387 Level of difficulty: Easy87. Companies normally develop product lines rather than a single product and introduce price steps such as a “low,” “average,” and “high” priced puter system. Answer: True Pages: 387–388 Level of difficulty: Medium88. Manufacturers of systems such as razors and ink jet printers use a system of pricing called “twopart pricing”—one price for the disposable products and another for the “hardware.” Answer: False Pages: 388–389 Level of difficulty: Hard89. A pricing system in which there is a “fixed” fee and then a variable “usage” fee is called bundling. Answer: False Page: 389 Level of difficulty: Hard90. Pure bundling occurs when a firm offers goods both individually and in bundles. Answer: False Page: 389 Level of difficulty: Medium91. Cobranding is when two or more wellknown existing brands are bined into a joint product and/or marketed together in some fashion. Answer: True Page: 390 Level of difficulty: Medium92. Ingredient branding can take on a form called “selfbranding” in which the pany advertises its own branded ingredients. Answer: True Page: 391 Level of difficulty: Medium93. Packaging is all the activities of designing and producing the container for a product. Answer: True Page: 393 Level of difficulty: Easy94. Packaging has been called the fifth “P” by marketers because it can be an element of product strategy. Answer: True Page: 392 Level of difficulty: Hard95. Various factors have contributed to the growth of packaging as a “fifth P” and include selfservice, consumer affluence, consumer independence, pany and brand image, and innovation opportunities. Answer: False Pages: 392–393 Level of difficulty: Medium96. Labels can identify the product and must contain legal statements that under various Federal laws cannot be misleading, false, or deceptive. Answer: True Pages: 394–395 Level of difficulty: Medium97. Warranties must be written to be legally enforceable. Answer: True Page: 395 Level of difficulty: Hard98. Warranties are formal statements of expected product performance by the manufacturer. Answer: True Page: 395 Level of difficulty: Easy99. Guarantee’s greatest contribution to a product’s success is that they decrease the buyer’s perceived risk in the purchase of the product. Answer: True Page: 396 Level of difficulty: Hard100. Guarantees are most effective when the product is well known and/or similar in performance to other brands in the market. Answer: False Page: 396 Level of difficulty: HardEssay 101. In planning its market offering, the marketer must address the five product levels of the customer value hierarchy. Describe the “customer value hierarchy” and identify the five levels of product contained within. Suggested Answer: Each layer adds more customer value, and the five levels are: (1) it begins with the core benefit—the service or benefit the customer is really buying