CHAPTER NINE
PRODUCT: THE ONLINE OFFER
Multiple Choice
困境的意思1.The term “product” may include such items as the following except ________.
b.places
c.people
d.times
(d; Moderate; LO1; Analytic Skills)
2.Which of the following is not an attribute of value?
a.Value is the entire product experience.
b.Value is defined wholly by the producer.
c.Value is defined wholly by the mental belief and attitudes held by customers.
d.Value involves customer expectations.
(b; Difficult; LO2; Analytic Skills)
3.Which of the following is not a desired benefit unique to the Internet?
a.effective web navigation
b.quick download speeds
c.high product quality
d.free information or rvices
(c; Difficult; LO1; Analytic Skills)
4.Both ________ and ________ are forms of customization available online.
a.benefit bundling; ur personalization
b.personalization; rvice-marking
c.personalization; bidding
d.bidding; trade-marking
(a; Easy; LO3; Analytic Skills)
5.Why might successful brick-and-mortar firms want to u different brand names online
and offline?
< avoid harming the brand’s name by associating it with a risky product or channel
< avoid inadvertently repositioning the offline brand due to a success on the Internet
< position differently the online and offline brands
d.all of the above
(d; Moderate; LO3; Analytic Skills)
6.All of the following are attributes of a good brand name except ________.
a.the name should suggest something about the product
b.the name should differentiate the product from competitors
c.the name should be memorable and translate well into other languages
d.the name should be long and spelled in a unique way
(d; Difficult; LO2; Analytic Skills)
7. A domain name, or URL, is likely to be made up of ________.
a.hypertext protocol
b. a cond-level domain
c. a top-level domain
d.all of the above
(d; Moderate; LO3; Analytic Skills)
8.________ is a critical component in the value proposition.
a.Customer retention
b.Customer support
c.Employee loyalty
d.All of the above
(b; Difficult; LO1; Analytic Skills)
9.When Chris Anderson wrote his book, The Long Tail, he posted draft copies on his blog
and engaged readers, who then posted comments about the book. This was an example of:
a.Customer codesign
c.idea streaming
d.both a and b
(d; Moderate; LO3; Analytic Skills)
10.________ is a reflection of the power shift to buyers from llers.
a.Discontinuous innovation
b.Customer co-design
c.Internet labeling
d.Uniform resource locations
(b; Difficult; LO1; Analytic Skills)
11.All of the following are ways in which marketers can integrate hot product ideas for the
internet into current product mixes except ________.
backlinks
a.Introducing discontinuous innovations
b.subtracting from existing product lines
c.adding new-product lines
(b; Difficult; LO3; Analytic Skills)
12.Many companies (producers) benefit from the ideas of their consumers received via all the
following except ________.
a.blogs
b.product reviews
d.all of the above
(d; Difficult; LO3; Analytic Skills)
13.Software virus that do not replicate, but can damage the computer by opening doors for
hackers to enter the computer are known as a ________.
a.worm
b.Trojan hor
c.boot virus
< of the above
(b; Moderate; LO2; Analytic Skills)
干涩的意思14.Marketers deal with five product decisions that compri its bundle of benefits for
meeting customer needs. Which of the following is among the?
a.price
春节祝福语2020b.support rvices
c.quality
d.location
(b; Difficult; LO1; Analytic Skills)
15.According to the text, the most important customer benefit that the internet can provide
is the capability for ________.
a.price transparency
b.mass customization
d.product assortment
(b; Difficult; LO1; Analytic Skills)
16. A trademark can be ________.
a. a computer program
b.patented
c. a symbol or design
(c; Difficult; LO2; Analytic Skills)
17.Brands are promis to customers. Delivering on this promi ________.
a.builds trust
c.lowers risk
try歌词
d.all of the above
(d; Moderate; LO2; Analytic Skills)
18.In terms of branding the dot-com crash showed ________.
a.that traditional brand equity did not carry over to the internet
b.that the strength of brick and mortar brands carried over to the internet
c.that technology was more important than brand equity
d.all of the above
(b; Moderate; LO2; Analytic Skills)
19.Good names for a new internet brand should do all of the following except ________.
a.differentiate the product from competitors
c.be similar to other brand names
d.be suitable for legal protection
(c; Easy; LO2; Analytic Skills)
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True/Fal
20.An idea can be marketed as a product.
a.True
b.Fal
(a; Easy; LO1; Analytic Skills)
21.Trusted brand names, such as Microsoft and Apple, generate customer trust and add to
pebblecustomer-perceived benefits. Therefore, they can command higher prices from customers.
a.True
b.Fal
(a, Moderate; LO2; Analytic Skills)
22.Customers and prospects develop a brand image only through one-way brand contact.
a.True
b.Fal
(b; Easy; LO2; Analytic Skills)
23.When purchasing a domain name in the United States companies must try to find and
rerve an available cond-level domain name, which itlf must be followed by a “.com.”
a.True
b.Fal
(b; Difficult; LO3; Analytic Skills)
24.The power shift to buyers, combined with the internet’s global reach, allows for
unprecedented business and consumer collaboration.
a.True
b.Fal
(a; Easy; LO1; Analytic Skills)
25.The internet is a great information equalizer, which means less competition, less product
imitation, and somewhat longer product life cycles.
a.True
analog是什么意思
b.Fal
(b; Difficult; LO1; Analytic Skills)英语在线翻译发音
26.Return on Investment (ROI) and break-even are important metrics for lling new-
product ideas internally and measuring their success in the market.
a.True
b.Fal
(a; Moderate; LO3; Analytic Skills)
27.Toymaker LEGO allows consumers to create and upload their own virtual designs, which
can be custom-priced for tho who want to order pieces and build the designs at home.
a.True
b.Fal
(a; Moderate; LO3; Analytic Skills)
28.Disruptive innovations are new products that failed to perform well in the marketplace.
a.True
b.Fal
(b; Moderate; LO1; Analytic Skills)
29.According to the text, product benefits are key components in the value proposition.
a.True
b.Fal
(a; Easy; LO2; Analytic Skills)
31.Customer value can be described as attribute costs minus benefits.
a.True
b.Fal
(b; Easy; LO1; Analytic Skills)
32.Brand equity refers to the intangible value of a brand.
a.True
b.Fal
(a; Moderate; LO1; Analytic Skills)
头发怎么能长33.The lowest level of brand relationship intensity is advocacy.
a.True
