Chapter9复习.pdf

Chapter 9 Product, Services, and Branding Strategies Multiple Choice 1. If you are looking for enlightenment in all the wrong places, _____ companies are eager to help. Feeling good is the new religion. These companies are the newest of the new prophets, turning the old notion of hope in a jar on its head. a. auto b. cosmetics c. toy d. food (b; Moderate) 2. Tony and Tiny have a _____ company with a mission statement: “To aid in the evolution of human consciousness.” We think color therapy is going to be the new medicine,” said Tony. a. auto b. cosmetic c. toy d. food (b; Moderate) 3. At the 5S store in SoHo, you buy things that are “energizing,” “nurturing,” or “adoring.” Here are products that are not intended to make you look better, but to make you act better, feel better, and be a better person. What kind of a store is this? a. food b. toy c. electronics d. cosmetics (d; Easy) 4. The cosmetic’s image, its promises and positioning, its ingredients, its name and package, the company that makes it, the stores that sell it—all become a part of the total cosmetic product. What is one thing they do not try to sell? a. lifestyle b. self-expression c. service-profit chain d. achievement (c; Easy) 1 5. We define a _____ 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 (d; Easy) 6. _____ 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. S