國際營銷試題

Chapter10ProductsandServicesforConsumersChapter10ProductsandServicesforConsumersPAGEPAGE251True/FalseQuestions1.Qualitycanbedefinedontwodimensions:market-perceivedqualityandperformancequality.Qualityismeasuredinmanyindustriesbyobjectivethirdparties.Eventhoughmostcompaniesclaimhighperformancequalitywhenaproductleavesthefactory,thefactoryisstilltheplacewheremostproductsaredamagedinglobalmarketing.Inmanycountriesthetermproducthomologationisusedtodescribethechangesmandatedbylocalproductandservicestandards.Strictlyspeakingfromamarketingpointofviewaswellasfromadefinitionalview,aisaphysicalitem.Animportantfirststepinadaptingaproducttoaforeignmarketistodeterminethedegreenewnessasperceivedbytheintendedmarket.Fromasociologicalpointofviewpoint,anyideaperceivedasnewbyagroupofpeopleisinnovation.Oneofthethreevariables,whichaffecttherateofdiffusionofaproduct,istheproduct'sdegreeofperceivednewness.Ifanewproducthasthetraitofrelativeadvantage,itisguaranteedsuccessinthemarketplace.Oneofthecorecomponentsintheproductcomponentmodelistheproductplatform.Ifyouwerelookingforinformationandstrategiesonaproduct'sbrandname,youwouldfindunderthepackagingcomponentoftheproductcomponentmodel.Thepackagingcomponentoftheproductcomponentmodelcontainsthephysicalproductandalldesignandfunctionalfeatures.Oneoftheconsistenciesthatmarketerscanlookforwardtowhenmarketingproductsabroadthat(ingeneral、almostalllabelinglawsworldwideareessentiallythesame.Thesupportservicestheproductcomponentmodelcontainssuchitemsasrepairandmaintenanceandwarranties.Consumerservicesaredistinguishedbyfouruniquecharacteristics—intangibility,inseparability,homogeneity,andlongevity.12.Theelementoftimeiswhatdifferentiatesdiffusion(i.e.,diffusionofinnovations)typesofcommunicationresearch.19.Awell-knownbaby-foodproducerthatintroducedsmalljarsofbabyfoodinAfricacompletelabelsfeaturingapictureofababyexperiencedtheclassicexampleofmisinterpretedsymbols—consumersthoughtitwasground-upbabiesinajar.Thiswouldbeanexampleofaproblemwiththepackagingcomponentintheproductcomponentmodel.22.Literacyratesandeducationallevelsinourincreasinglytechnologicalworldhavereachedawheremanufacturersofinternationalproductscangenerallyputoutstandardizedproductinstructions.Thevastmajorityofservicesenterforeignmarketsbylicensing,franchising,ordirectinvestment.MultipleChoiceQuestionsQualitycanbedefinedontwodimensions. Oneofthosedimensionsis:A、costquality. B、promotionalvalue.Cservicequality.D、performancequality.E、factorquality.Market-perceivedqualityandperformancequalityarebothdimensionsofthedefinitionA、aproduct.B、aservice. C、quality. D、costcontrol.E、ISOstandards.30.Aproductmayhavetochangeinanumberofwaystomeetthephysicalormandatoryrequirementsanewmarket(i.e.,thenewmarket'slocalproductandservicestandards).Whichofthefollowingtermsisusedgloballytodescribethischangeprocess?A、homophilyB、homologationC、homogenizationD、clustering29.Inmanycountriesthetermproduct isusedtodescribethechangesmandatedbyproductandservicestandards.A、homophilyB、homologationC、homogenizationD、clustering28.Thoughmostproductsleavethefactoryatperformancequalitytheproductsareoftenreceivedbyaconsumerinaless-than-perfectcondition.Thissituationisusuallyattributabletowhichofthefollowing?A、damageduringdistributionprocessingB、damagebyirateC、damagebecauseofenvironmentalfactorsD、damagebecausetheproductwasnotreallymadethatwellafterall marketingisatermusedtoidentifyconcernwiththeenvironmentalconsequencesavarietyofmarketingactivities.A、Green B、 Envo C、 Naderism D、 SocialistMcDonald'shasjustrequiredthatallofitspaperpackagesthatareusedtocontainitsfoodproductsbebiodegradable,containnoharmfulinks,andberecyclablewheneverpossible. wouldbeanexampleofwhichofthefollowingmarketingstrategies?A、envo-marketing B、planetmarketing Csocialistmarketing D、greenmarketingAproductismorethanaphysicalitem. Itisalsocharacterizedasbeing:A、anessentialonwhichalllifedepends. B、 thebeginningoftherefuseC、abundleofsatisfactionsthatthebuyerreceives.D、 service-related.E、asourceofglobalharmony.TheprimaryfunctionofanautomobileistomovepassengersfrompointAtopointB. Whichoffollowingaregenerallyrequiredtocreatetheprimaryfunctionofanautomobile?A、consumerspendingpower—indollarsB、physicalattributes—suchasanengineandC、aconsumer—ahumanbeingD、adealer—aplacetopurchasetheautomobileAnimportantfirststepinadaptingaproducttoaforeignmarketistodetermine:A、thedegreeofnewnessasperceivedbytheintendedmarket.B、thecostoftheadaptedproductintheforeignC、theadvertisingparallelswiththedomesticmarket.D、theabilityofasalesforcetoselltheproduct.Fromasociologicalviewpoint,anyideaperceivedasnewbyagroupofpeopleA、aproductwithgreatpotential. B、aninnovation.C、automaticallyupagainstresistance. D、atabooinmostcountries.E、noneoftheabovematcheswiththequestion.Theprocessbywhichaninnovationspreadsiscalled:A、theinnovationcycle. B、theproductlifecycle.C、thediffusionprocess.D、fashioncurve.E、theproductcurve.41.AccordingtoEverettRogers,thegoalofthediffusionresearcherandthemarketeraretoshortenthetimelagbetween:A、thetimethataproductismadeandthetimethatretailersplacetheproductininventory.B、thetimethatabudgetisconstructedandthetimeneededfundsreachcommunicationchannels.C、thetimethataninvestmentismadeandthetimethataprofitisD、introductionofanideaorproductanditswidespreadadoption.Whichofthefollowingvariablesisknowntoaffecttherateofdiffusionforaproductoridea?A、themethodusedtocommunicatetheidea B、themanufacturer'spriceoftheinnovationorproductC、theuseoftheInternetinthediffusionprocessthephysicalpackagingoftheinnovationorproduct.AllofthefollowingareconsideredtobeextraneousvariablesthataffecttherateofdiffusionofanobjectEXCEPT:A、thedegreeofperceivednewness. B、theperceivedattributesoftheinnovation.C、themethodusedtocommunicatetheidea. D、theuseoftheInternetinthediffusionprocess.E、alloftheaboveareamongtheextraneousvariablescitedinthetextasaffectingtheofdiffusion.Theperceivedmarginalvalueofthenewproductrelativetotheoldiscalledaproduct's:A、relativeadvantage.B、compatibility. C、complexity. D、trialability.Theabilitytomatchwithacceptablebehavior,norms,andvaluesiscalledaproduct's:A、relativeadvantage.B、compatibility.Ccomplexity. D、trialability.E、observability.Theeasewithwhichtheproductbenefitscanbecommunicatediscalledaproduct's:A、relativeadvantage. B、compatibility. C、complexity. D、observability.Thedegreeofeconomicand/orsocialriskassociatedwithproductuseiscalledaproduct's:A、relativeadvantage. B、compatibility. C、complexity. D、trialability.Installation,repairandmaintenance,deliveries,andwarrantiesareallfoundinwhichoffollowingcomponentsoftheproductcomponentmodelusedinthetext?A、corecomponentBsupportservicescomponentCpackagingcomponentDfunctionalcomponentE、globalcomponentTheproductplatform,designfeatures,andfunctionalfeaturesareallfoundinwhichoffollowingcomponentsoftheproductcomponentmodelusedinthetext?A、corecomponentBsupportservicescomponentCpackagingcomponentDfunctionalcomponentE、globalcomponentSimoneFrancisisaspecialistinproductdesign. Sheisresponsibleforaproduct'saestheticaswellasfunctionalappearance. Intoday'svisualworld,howaproductlooksandfeelsisextremelyimportantinthelikelihoodofconsumeracceptance. Withrespecttotheproductcomponentmodelshowninthetext,inthefollowingcomponentcategorieswouldSimone'stalentsmostlikelybeused?A、corecomponent B、supportservicescomponentC、packagingcomponent D、functionalcomponentIfacompanywishedtoalteraproduct'splatformsothattheproductcouldbemanufacturedinavarietyofformstomeetlocaldifferencesinfivedifferentforeignmarkets,the oftheproductcomponentmodelwouldbecomponentthatwouldbeinconsideration.A、corecomponentB、supportservicescomponentC、packagingcomponentD、functionalcomponentAppleComputerhaddifficultieswhenitfirstenteredtheJapanesemarketwithitsMacintoshcomputers. Someofthecomputerswerereturnedunusedaftercustomersfoundthewrappingoninstructionmanualdamaged.ThoughthiswouldprobablybenobigdealintheU.S.,itwascertainlyacauseforconcerninquality-consciousJapan. Tofixtheproblem,Appleneedstoconcentrateonwhichofthefollowingcomponentsoftheproductcomponentmodel?A、corecomponent B、 supportservicescomponentC、packagingcomponent D、 functionalcomponentOneoftheearlyproblemsfacedbyBMWwhenitattemptedtomarketitslineofautomobilesintheUnitedStateswasasevereshortageofspareparts. IfBMW'smanagementmakesthedecisiontothisproblem,inwhichofthefollowingcomponentsoftheproductcomponentmodelwouldmanagementneedtomakeimprovement?A、corecomponent B、supportservicescomponentC、packagingcomponent D、functionalcomponentInMexicorepairandmaintenanceofautomobilesisalmostneveronthemindoftheautomobileowneruntilthecarisindireneedofrepair. Sincetheconsumerisautomaticallyangrywiththemanufacturerwhensomethinggoeswrongwiththecar,repairandmaintenancehasbecomeaconcernofthevariousautomobilemanufacturesinthismarket. Inwhichofthefollowingcomponentstheproductcomponentmodelwouldmanagementneedtomakeimprovementifproblemssuchastheoneabovearegoingtobesolved?A、corecomponent B、supportservicescomponentC、packagingcomponent D、functionalcomponent59.Insurance,drycleaning,andhotelaccommodationshaveintrinsicvalueresultingfromaprocess,performance,oranoccurrencethatonlyexistswhileitisbeingcreated.Whichofthefollowingcharacteristicsofservicesbestmatchestotheabove?A、intangibilityB、inseparabilityC、profitabilityD、heterogeneity58.Services,whetherdirectedtowardthedomesticorforeignmarket,havefourdistinctcharacteristics.Whichofthefollowingisnotoneofthosedistinctcharacteristics?A、intangibilityB、inseparabilityC、profitabilityD、heterogeneity60.Becauseaservice'screationcannotbeseparatedfromitsconsumption,theserviceissaidtoA、intangibilityB、inseparabilityC、profitabilityD、heterogeneity61.Becauseaserviceisindividuallyproducedandisvirtuallyunique,theserviceissaidtoA、intangibilityB、inseparabilityC、profitabilityD、heterogeneityHowdothevastmajorityofservicesenteraforeignmarket?A、exportingB、importingC、licensing,franchising,ordirectinvestmentDthroughbrokersFourkindsofbarriersfaceconsumerservicesmarketersintheglobalmarketplace. Whichoffollowingofthesebarriersisinforcewhenaforeignmarketrequiresthatservices(suchasbankingorinsurance)originatewithintheforeignmarketitselfandnotfromoutsidesources?A、protectionism B、 controlsontransborderdataflowsC、protectionofintellectualproperty D、culturalrequirementsforadaptationTheworldwideuseofaname,term,sign,symbol,design,orcombinationthereofintendedtoidentifygoodsorservicesofonesellerandtodifferentiatethemfromthoseofcompetitorsisa:A、trademark.B、copymark.C、globalbrand.D、product'sequityposition.E、noneo