解密市场营销（双语）答案2023秋

第六章测试

1.Which of the following statements are correct?
A:A physical good is a product. B:A physical good is tangible, a service is intangible. C:A service is a product. D:A service usually involves transfer of ownership.
答案:ABC
3.For which of the following products is a consumer likely to purchase with little or no engagement in the decision-making process?
A:Unsought B:Shopping C:Convenience D:Specialty 4.

Convenience products include_________.

A:

business-to-business products

B:

impulse products

C:

staple products

D:

emergency products

5.

Business-to-business products include_________.

A:

equipment

B:

staple products

C:

parts and materials

D:

services and supplies

6.Which of the following statements are correct?
A:he new product development phase of the product life cycle can involve substantial costs for an organisation. B:The stage that a product is at in the product life cycle depends solely on how long the product has been in the market. C:In the maturity phase of the product life cycle, sales will most likely peak or start to fall. D:Products may be unprofitable in the introduction phase of the product life cycle. 7.Which of the following statements are correct?
A:Business-to-business products include products that organisations use in the production of other products. B:Business-to-business products include products that organisations use in their daily operations. C:Promotional activities to build awareness of a product are most likely to be necessary in the introduction phase of the product life cycle. D:Once a product has reached the maturity phase of the product life cycle, it is not possible to move back to the growth stage. 8.

A brand_________.

A:

is a slogan

B:

is a collection of symbols

C:

is a design

D:

is a name

10.Which of the following statements are correct?
A:Private label brands are becoming more common. B:Private label brands are owned by resellers (such as wholesalers and retailers). C:Manufacturer brands are the most common type of brand. D:Manufacturer brands are owned by producers and clearly identified at the point of sale.