Marketing答案2023秋

第六章测试

1.Products include tangible goods, and services_______, events, people, places, organisations, ideas, or a mixture of these.（ ）
A:Mixture of these B:Events and people C:Places and organization D:Ideas
答案:ABCD
2.Three levels of products and services include______.（ ）
A:An actual product B:The central product C:An augment product D:The core customer value 3.Marketers have also divided products and services into two broad classes based on the types of customers that use such products: ________.（ ）
A:industrial goods B:tangible goods C:consumer goods D:intangible goods 4.Why do brands matter to firms?（ ）
A:Brands are valuable pieces of legal property, capable of attracting many loyal consumers and of influencing potential consumers B:Brands can also provide a certain level of a signal of quality, facilitating satisfied consumers to easily choose the product again. C:A brand can have intellectual property rights, offering legal title to the brand owner. D:Branding can be viewed as a powerful means to secure competitive advantage. 5.Why do these companies require co-branding? （ ）
A:leverage equity they do not have B:reduce the cost of product introduction C:protect their property D:some brands can borrow the necessary expertise