kotler12_tif_marketingmanagement習題(專業(yè)版)

　　

【正文】 it has an advantage of creating distinctiveness that is/might be difficult to copy. a. Designb. Stylec. Durability d. Conformancee. none of the above Answer: b Page: 377 Level of difficulty: Easy 21. In increasingly fastpaced markets, prices, and technology are not enough. ________ is the factor that will often give a pany its petitive edge and is defined as the totality of features that affect how a product looks and functions in terms of customer requirements. a. Services b. Performance c. Reliability d. Stylee. Design Answer: e Page: 377 Level of difficulty: Hard22. When the physical product cannot be easily differentiated, the key to petitive success may lie in adding valued services and improving their quality. The main service differentiators are ordering ease, delivery, installation, ________, customer consulting, maintenance, and repair. a. customer limiting b. customer ordersc. niche marketing d. customer training e. customer marketing Answer: d Page: 378 Level of difficulty: Hard23. Manufacturers, service providers, and retailers seek new designs to create differentiation and establish a more plete connection with consumers. ________ recognize the emotional power of design and the importance to consumers of how things look and feel. a. Holistic marketers b. Savvy marketersc. Key marketersd. Integrated marketerse. None of the above Answer: a Page: 379 Level of difficulty: Hard 24. Delivery refers to how well the product or service is delivered to the customer. It includes, speed, ________, and care attending the delivery process. a. length of time for delivery b. type of delivery servicesc. attributesd. pletenesse. accuracy Answer: e Page: 378 Level of difficulty: Easy25. ________ refers to the training the customer’s employees to use the vendor’s equipment properly and efficiently. a. Customer trainingb. Internal marketing c. Client marketing d. Customer relationshipse. Technical training Answer: a Page: 379 Level of difficulty: Easy26. ________ refers to data, information systems, and advice services that the seller offers to their buyers. a. Sales force relationships b. Customer relationshipsc. Internal marketing d. Customer training e. Customer consultingAnswer: e Page: 380 Level of difficulty: Easy27. A product hierarchy stretches from basic needs to particular items that satisfy those needs. We can identify six levels of a product’s hierarchy to include all of the following EXCEPT ________. a. need family b. product familyc. product classd. product line e. extended family Answer: e Pages: 380–381 Level of difficulty: Hard28. A ________ is defined as a distinct unit within a brand or product line distinguishable by size, price, appearance, or some other attribute. a. stock keeping unit (SKU) b. UPC (uniform product code)c. stock unit (SU)d. product type e. none of the above Answer: a Page: 381 Level of difficulty: Hard29. A ________ is the set of all products and items a particular seller offers for sale. a. product lineb. product mixc. family of productsd. product systeme. product classAnswer: b Page: 381 Level of difficulty: Easy30. The ________ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way. a. consistency b. depthc. widthd. length e. positionAnswer: a Page: 381 Level of difficulty: Hard 31. In offering a product line, panies normally develop a ________ and modules that can be added to meet different customer requirements. a. convenience item b. “best selling” item c. staple itemd. producte. basic platform Answer: e Page: 382 Level of difficulty: Medium32. A pany can classify its products into four types that yield different gross margins, depending upon sales volume and promotional costs. In the case of personal puters, the four classifications include all EXCEPT ________. a. core productb. shopping goods c. staplesd. specialtiese. convenience itemsAnswer: b Page: 382 Level of difficulty: Medium33. The main point in segmenting products into different classes is that panies should recognize that these items ________ in the potential for being priced higher or advertised more as ways to increase sales, margins, or both. a. differb. are more elasticc. are less elasticd. respond to advertising differently e. none of the above Answer: a Page: 383 Level of difficulty: Easy34. A benefit of product mapping is that it identifies ________. a. market matrixes b. target markets c. market segmentsd. consumerse. none of the aboveAnswer: c Page: 383 Level of difficulty: Hard 35. Productline analysis provides information for two key decision areas—productline length and ________. a. productlength new itemsb. productmix pricing c. product pricing d. popular pricing e. none of the aboveAnswer: b Page: 384 Level of difficulty: Hard36. ________ occurs when a pany lengthens its product line beyond its current range. a. Market reach b. Product reachc. Product adaptationsd. Line shrinking e. Line stretching Answer: e Page: 384 Level of difficulty: Easy37. When a pany positioned in the “middle” market may want to introduce a lowerpriced product line this is an example of ________. a. productline length b. upmarket stretch c. downmarket stretch d. maintenance e. none of the above Answer: c Page: 384 Level of difficulty: Easy 38. Companies that wish to enter the high end of the market can introduce products that cater to that market. This is an e