MKT选择(二).doc

Assessment item 1 PART B Multiple Choice Quizzes Value: 10% Length: 40Questions 1. At which product level is a marketer most likely to be able to differentiate a product? a. Core b. Expected c. Augmented d. None of the above e. Both a and b 2. Which of the following statements is correct? a. For many products, as competition increases over time, features that could once have been classified as augmented become expected or even core features. b. The core product comprises the fundamental product benefit that satisfies the consumers need or want. c. For some products, support services and guarantees may be at the augmented product level, and for other products, these same features may be at the expected level. d. All of the above statements are correct. 3. If a consumer is prepared to spend time comparing competing offerings before making a purchase decision, the product is most likely to be a(n) a. unsought product. b. specialty product. c. convenience product. d. shopping product. e. core product. 4. Which of the following depicts the phases of the product life cycle in the correct chronological order? a. Introduction, growth, maturity, decline b. New product development, growth, maturity, decline c. New product development, introduction, growth, maturity, decline d. New product development, introduction, growth, decline e. None of the above. 5. Which of the following could not potentially be an example of product differentiation? a. An organisation offering a product warranty b. A car manufacturer offering a model with a built in global positioning system c. An organisation offering a 24 hour product help desk d. A and c e. All of the above are potentially product differentiators 6. McDonalds golden arches, Qantass flying kangaroo and the International Olympic Committees olympic rings are examples of a. brand names. b. brand marks. c. brand image. d. brand equity. e. none of the above. 7. A toy manufactur