資源描述：
《Principles of Marketing 15th Global Edition - TB chapter 8》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫(kù)。
1、PrinciplesofMarketing,15eglobal(Kotler/Armstrong)Chapter8Products,Services,andBrands:BuildingCustomerValue1)Whichofthefollowingistruewithregardtoproducts?A)Thequalityofproductsisfarmoredifficulttomeasurethanthatofservices.B)Productsdonotincludeexperiences,organizations,persons,places
2、,andideas.C)Productsarenotmeantforsaleinthemarket.D)Productsincludeservices,events,persons,places,organizations,ideas,oramixtureofthese.E)Productsrefertoonlythoseactivitiesthatareessentiallyintangible.Answer:DPageRef:224Skill:ConceptObjective:8-1Difficulty:Easy2)________areaformofpro
3、ductthatconsistsofactivities,benefits,orsatisfactionsofferedforsalethatareessentiallyintangibleanddonotresultintheownershipofanything.A)LiabilitiesB)ServicesC)BrandsD)ConsumerproductsE)SpecialtyproductsAnswer:BPageRef:224Skill:ConceptObjective:8-1Difficulty:Easy3)Whichofthefollowinge
4、xemplifiesaservice?A)candyB)laptopC)retailD)carE)laundrydetergentAnswer:CPageRef:224Skill:ConceptObjective:8-1Difficulty:Moderate45Copyright?2014PearsonEducation,Inc.4)Marketingmixplanningbeginswith________.A)buildinganofferingthatbringsvaluetotargetcustomersB)findingasuitablepromoti
5、onstrategyfortheproductC)settingareasonablepricefortheproductD)selectingtherightchannelfordistributionoftheproductE)calculatingthetotalcostsinvolvedinmanufacturingtheproductAnswer:APageRef:224Skill:ConceptObjective:8-1Difficulty:Moderate5)Whichofthefollowingistruewithregardtoservices
6、?A)Servicesrefertopurelytangibleproducts.B)Servicesareaformofproductthatconsistsofactivities,benefits,orsatisfactionsofferedforsale.C)Servicescanbestoredforlateruse.D)Servicescanbeeasilyseparatedfromtheirproviders.E)Servicesaretangibleproductofferingswhosequalitycanbeeasilymeasured.A
7、nswer:BPageRef:224Skill:ConceptObjective:8-1Difficulty:Moderate6)Whichofthefollowingisanexampleofapuretangiblegood?A)alaptopwithacomprehensivewarrantyforthreeyearsB)anonlineshoeretailerthatprovidesfreehomedeliveryC)anagencythatoffersfreelegaladviceD)acreditcardE)abagofpotatochipsAnsw
8、er:EPageRef:
