SettingProductStrategy习题及答案详解.docx

Chapter Chapter 12: Setting Product Strategy PAGE PAGE # Part Part 5: Shaping the Market Offerings PAGE PAGE # PAGE PAGE # Chapter 12: Setting Product Strategy GENERAL CONCEPT QUESTIONS Multiple Choice Marketing planning begins with the formulation of an offering to target customersneeds or wants. exceed meet capture compete with comprehend Answer: b Page: 372 Level of difficulty: Easy The customer will judge the offering by three basis elements: , services mix and quality, and price. performance salespeople price product features and quality none of the above Answer: d Page: 372 Level of difficulty: Easy The components of the market offering include all of the following EXCEPT product feature product quality reputation of firm services mix and quality value-based pricing Answer: c Page: 372 Level of difficulty: Easy In planning its market offering, the marketer needs to address five product levels. These levels include all of the following EXCEPT . potential product augmented product core benefit basic product product usage/purpose Answer: e Page: 372 Level of difficulty: Medium The five product levels constitute a . At each level more customer value is added. customer augmented product customer consumption system customer value hierarchy customer perceived value customer hierarchy Answer: c Page: 372 :Level of difficulty: Medium The way the user performs the tasks of getting and using products and related services is the users total . consumption system consumable system consistent use system augmented system none of the above Answer: a Page 372 Level of difficulty: Medium Marketers have traditionally classified products on the basis of characteristics: , tangibility, and use. customer value hierarchy expected augmented durability none of the above Answer: d Page: 373 Level of difficulty: Hard When companies search for new ways to satisfy customers and distinguish their offering from others, they look at the product, which encompasses all