超星 - Homework for Ch9 - 查题吧

单选题

The ________ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.

A. consistency
B. depth
C. width
D. length
E. composition

单选题

The ________ of the product mix refers to the total number of items in the mix.

A. width
B. length
C. depth
D. breadth
E. range

单选题

Which of the following is a benefit of product mapping?

A. studying market matrices
B. integrating target markets
C. identifying market segments
D. educating consumers
E. integrating target matrices

单选题

What occurs when any company lengthens its product line beyond its current range?

A. market overreach
B. brand dilution
C. product adaptations
D. cannibalization
E. line stretching

判断题

The customer-value hierarchy consists of the basic product, core benefit, expected product, augmented product, and the consumption system.

A. 对
B. 错

判断题

Carlos always buys bread and milk when he goes grocery shopping. In this case, bread and milk are examples of impulse goods.

A. 对
B. 错

判断题

Customer training and customer consulting are two areas for service differentiation that manufacturers can use with their products.

A. 对
B. 错

判断题

The product-line length can be obtained by averaging the number of variants within the brand groups.

A. 对
B. 错

判断题

Companies normally develop product lines rather than a single product and introduce price steps such as a low-, average-, and high-priced computer system.

A. 对
B. 错

判断题

Co-branding is when two or more well-known existing brands are combined into a joint product and/or marketed together in some fashion.

A. 对
B. 错

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