國際市場營銷學(xué) （原書第18版）測試題 Chapter 13 Products and Services for Consumers

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InternationalMarketing,18e(Cateora)

Chapter13ProductsandServicesforConsumers

1)Globalcompetitionhasputmorepowerinthehandsoftheseller.

2)Thecostandqualityoftheproductareamongthemostimportantcriteriabywhichpurchasesaremade.

3)Consumerperceptionsofaqualityproductoftenhavemoretodowithmarket-perceivedqualitythanperformancequality.

4)Whentherearealternativeproductsinamarket,allofwhichmeetperformancequalitystandards,theproductchosenistheonethatmeetsmarket-perceivedqualityattributes.

5)Thedecisiontostandardizeoradaptaproductislessimportantindeliveringqualitythanprice.

6)Thetermproducthomogenizationisusedtodescribethechangesmandatedbylocalproductandservicestandards.

7)Greenmarketingisthetermfrequentlyusedtoidentifyamarketer'seffortstoreduceitsdependencyonU.S.dollarsasthestandardforinternationalexchange.

8)TheEuropeanCommission(EC)mandaterequiresaproducttobeevaluatedonallsignificantenvironmentaleffectsthroughoutitslifecycle,frommanufacturingtodisposal.

9)Animportantfirststepinadaptingaproducttoaforeignmarketistodeterminethecost-benefitasperceivedbytheintendedmarket.

10)Adaptationofthenonphysicalfeaturesofaproductshouldbeavoidedwhenadaptingtheproducttoanewculture.

11)Fromasociologicalpointofview,anyideaperceivedasnewbyagroupofpeopleisaninnovation.

12)AccordingtoEverettRogers,theelementoftimedifferentiateselementsinthediffusionofnewideasfromothertypesofcommunicationresearch.

13)Oneofthethreevariablesthataffecttherateofdiffusionofaproductistheperceivedattributesofproductinnovation.

14)Onevariablethataffectstherateofdiffusionofaproductistheactualattributesoftheinnovation.

15)Ingeneral,therateofdiffusionofaproductisnegativelyrelatedtoitsrelativeadvantage.

16)Productdiffusionoracceptanceismorerapidwhenproductperceptionsaresimilartocurrentculturalvalues.

17)ThepackagingcomponentoftheProductComponentModelconsistsofthephysicalproduct—theplatformthatcontainstheessentialtechnology—andallitsdesignandfunctionalfeatures.

18)OneofthecorecomponentsintheProductComponentModelistheproductplatform.

19)AccordingtotheProductComponentModel,theinstructionsforusingtheproductandthewarrantyoftheproductareincludedunderthepackagingcomponent.

20)Oneoftheconsistenciesthatmarketerscanlookforwardtowhenmarketingproductsabroadisthatalmostalllabelinglawsworldwideareessentiallythesame.

21)Incountrieswithlowliteracyrates,thepicturesandsymbolsonproductsaretakenliterallyasinstructionsandinformation.

22)Thesupportservicescomponentoftheproductcomponentmodelcontainssuchitemsasrepairandmaintenanceandavailabilityofspareparts.

23)Servicessuchasinsuranceanddrycleaningtypicallyareclassifiedastangible.

24)Servicesaredistinguishedfromproductsonthebasisoftheirdurability,homogeneity,andseparability.

25)Themajorityofservicesenterforeignmarketsbylicensing,franchising,ordirectinvestment.

26)Culturalbarriersplayabiggerroleinservicesthaninmerchandisetrade.

27)Inthecontextofglobalmarketing,aproduct'scountryoforigindoesnotaffectitsbrand'simagesignificantly.

28)Brandimageisattheverycoreofbusinessidentityandstrategy.

29)Productsfromdevelopingcountrieshavethehighestqualityimage.

30)Effectiveadvertisingandproperpositioningofproductscanhelpbrandstoimprovealess-than-positivecountrystereotype.

31)Whatimpacthasglobalcompetitionhadonbusinessactivitiesintheinternationalmarketplace?

A)Ithasshiftedthefocusfromaconsumer'smarkettoaseller'smarket.

B)Ithasincreasedproductlifecycles.

C)Ithasputmorepowerinthehandsofthecustomer.

D)Ithasreducedthecompetitivespiritofmostbusinessesinamarketplace.

E)Ithaslimitedthechoicesoftheconsumers.

32)Whatisoneofthetoptwocriteriaforglobalmarketconsumerswhenmakingpurchasedecisions?

A)appearance

B)size

C)technology

D)quality

E)service

33)Whatarethetwodimensionsthatdefinethequalityofaproductorservice?

A)consumerchoicequalityandprocessquality

B)market-perceivedqualityandperformancequality

C)productqualityandmarketquality

D)actualqualityandassumedquality

E)absolutequalityandrelativequality

34)Product________isthetermusedtodescribethechangesmandatedbylocalproductandservicestandards.

A)localization

B)protectionism

C)disapprobation

D)dilution

E)homologation

35)ExerciseAwayProductsfoundoutitneededtoshortenthelegsofitstreadmillssoldinChinaowingtotheheightoftheaverageChineseperson.Bydoingthis,ExerciseAwayProductshasachieved

A)producthomologation.

B)globalproductstandardization.

C)productdilution.

D)productobsolescence.

E)productdisapprobation.

36)AEuropeanchocolatemanufacturerreceivedseveralcomplaintsfromcustomersaboutthequalityofitsproductswhenitbegansellingtheminatropicalcountry.Thefirmhadtorepackageitschocolatebarswithanextraplasticwrappertoprotectitfromtheheatanddust.Whichfactorinthelocalmarketismostlikelytohavedictatedthecompany'sproductadaptationinthisscenario?

A)legalrequirements

B)economicrequirements

C)politicalrequirements

D)climaticrequirements

E)technologicalrequirements

37)BragsterBar,abrandofenergybarsinCanada,sellsitsbarssinglyorinpacksoftwoinSouthAsianmarketsinsteadoftheirregularmultiple-itempackagingthatcontains10or20bars.WhatrequirementofthelocalmarketmostlikelyinfluencedBragsterBar'spackagingdecision?

A)legal

B)political

C)economic

D)technological

E)cultural

38)DownwardDogWineshadtomarketitsproductswithadifferentnameinaforeignmarketasitwasmandatorytotranslatethenameintothelocallanguage.WhichfactorhasmostlikelyinfluencedthecompulsorychangeofDownwardDog'sproductnameintheforeignmarketinthisscenario?

A)legalrequirement

B)climaticrequirement

C)technologicalrequirement

D)monetaryrequirement

E)economicrequirement

39)AU.S.cosmeticscompanyhadtoincreasetheSPFvalueofitssunscreenlotionsmarketedintheMiddleEasttoprovidemoreprotectionagainstUVradiation.Whichrequirementdictatedtheproductadaptation?

A)legal

B)cultural

C)economic

D)climatic

E)political

40)AtelevisionmanufacturerinSouthKoreahadtosimplifyitstelevisionsbeforeintroducingthemtotheNigerianmarkets,asthecountrylackedtheskillstorepairtheproductincaseofamalfunction.Thelocalsalesforcealsodidnothavethesufficientknowledgeabouttheinstallationoftheproduct.Therequirementthatisinfluencingproductadaptationinthisscenariois

A)legal

B)climatic

C)political

D)cultural

E)technological

41)Awomen'sclothingcompanybasedinSingaporehadtomodifyitsclothesbeforeintroducingtheminIran,asitneededtomeettheneedsofthewomenwhoaregenerallyexpectedtocoverthemselvescompletelyaspersocietalnorms.ToadaptitsclothestoIranianmarkets,thecompanyusedopaquematerialandprovidedaccessorieslikescarves.Whichrequirementhasdictatedtheproductadaptation?

A)legal

B)cultural

C)technological

D)economic

E)climatic

42)Whatisthedefinitionofgreenmarketing?

A)Itreferstoword-of-mouthmarketing,whereacompanydevelopscustomerswhobecomevoluntaryadvocatesofaproduct.

B)Itreferstoinboundmarketingusedonwebsitesintheformofabanner,text,orgraphic.

C)ItreferstothetypeofmarketingthattakesplaceontheInternet,whereallthemarketingresourcesandassetsaretransferredonline.

D)Itisusedtoidentifyconcernswiththeenvironmentalconsequencesofavarietyofmarketingactivities.

E)Itreferstonontraditionalorstealthmarketingcampaigns.

43)PGAutosintroducesanewtechnologyinitscarstoimprovetheirmileageandreducecarbonemissions.Italsotakesmeasurestoimproveitsproductionfacilitiesinordertoreduceitscarbonfootprint.ActualintroductionofgreenmeasurestomeetthegovernmentguidelinesratherthanjustthroughadvertisingandmarketingshowsthatPGAutosengagesin________marketing.

A)permission

B)recycle

C)green

D)black

E)greenwash

44)Whichcountryorgroupofcountrieshasbeenattheforefrontofthe"greenmovement"?

A)TheUnitedStates

B)Japan

C)Europe

D)OPECcountries

E)NAFTAcountries

45)Aspartofthe"greenmovement,"theEuropeanCommissionhaspassedlegislationtocontrolallkindsofpackagingwastethroughouttheEuropeanUnion.Twocriticalissuesthataffectproductdevelopmentarethecontrolofthepackagingcomponentofsolidwasteand

A)theprevalenceofsimilarenvironmentalstandardsacrossdifferentmembercountries.

B)consumerdemandforenvironmentallyfriendlyproducts.

C)highergovernmentsubsidiesforgreenertechnologies.

D)thecontinuousavailabilityofalternativeenergyresourcesforproduction.

E)theprovenefficientmanagementofinventoryofconventionalenergyproducts.

46)Whatisaphysicalattributeofamotorcyclethatisessentialforitsprimaryfunction?

A)color

B)price

C)mobility

D)design

E)popularity

47)Animportantfirststepinadaptingaproducttoaforeignmarketistodeterminethe

A)degreeofnewnessoftheproductasperceivedbytheintendedmarket.

B)personalethicsofindividualsinthetargetmarket.

C)regionalpoliticalpartiespresentinthedomesticmarket.

D)languageproblemoftheintendedmarket.

E)product'scompliancytoirrationalbeliefsofitspotentialforeignconsumers.

48)Fromasociologicalviewpoint,anyideaperceivedasnewbyagroupofpeopleisconsideredas

A)acreation

B)anadaptation

C)adeclension

D)atradition

E)aninnovation

49)Innovationspreadsbytheprocessof

A)diffusion.

B)filtering.

C)dissolution.

D)flighting.

E)liquidation.

50)AccordingtoEverettRogers,thegoalsofthediffusionresearcherandthemarketeraretoshortenthetimelagbetween

A)thedispatchoftheproductfromthecompanyandthetimeittakestoreachthecustomer.

B)thetimethatabudgetisdeterminedandthetimeneededforthefundstoreachthecommunicationchannels.

C)initialinvestmentandtheprofitsobtainedfromthoseinvestments.

D)introductionofanideaorproductanditswidespreadadoption.

E)introductionofanideaorproductandwhenrevisionscanbemade.

51)Whatisoneoftheextraneousvariablesthataffectstherateofdiffusionofanobject?

A)theabsolutemarginalvalueoftheinnovationrelativetotheold

B)theactualattributesoftheinnovation

C)theclimaticconditionsinwhichthemarketislocated

D)themethodusedtocommunicatetheidea

E)thedegreeofactualnoveltyoftheinnovation

52)Phineasiscomparingtheinnovationcharacteristicsofhiscompany'swaterfilterswiththosethatarealreadybeingmarketedinthelocalmarket.Hebelievesthereislotofpotentialforhisfiltersastheyarefunctionallymoreadvanced,havealongerlife,andcanalsobemarketedatamorecompetitivepricethanthoseofothersellersinthelocalmarket.TheinnovationcharacteristicofPhineas'sproductthatwillhelpinwideacceptanceofhisproductinthelocalmarketisits

A)compatibility.

B)complexity.

C)trialability.

D)relativeadvantage

E)observability.

53)Intermsofinnovationcharacteristics,aproductissaidtobecompatibleif

A)itprovidesgreatervaluetothemanufacturersthantotheconsumers.

B)thedegreeofsocialrepercussionsassociatedwithitishigh.

C)itsbenefitscanbecommunicatedeasily.

D)ithasahigherdegreeofcomplexitycomparedwithitscounterparts'.

E)itcomplieswiththeacceptedbehavior,values,andnormsofthelocalmarket.

54)Karyn,whoisinterestedinmarketinghercompany'sdietproductsinAsia,studiestheacceptablebehavior,norms,andvaluesinAsianmarketsastheyrelatetoherproduct.Inotherwords,Karynisstudyingherproduct's________intheAsianmarkets.

A)observability

B)compatibility

C)dissidence

D)trialability

E)complexity

55)Acompanyfocusingitseffortsonmakingitsnewinnovationmoreuser-friendlythanbeforeisworkingonthe_______oftheproduct.

A)compatibility

B)trialability

C)complexity

D)discordancy

E)observability

56)Mayawashappythatshedidnothavetoreadtheinstructionmanualtodeterminehowtoturnonhernewcamera,snapadigitalpicture,andexportthepicturetohercomputer.Thesigns(symbols)onthecamerabodymadeitveryclearwhatshewastodotoachievedigitalphotographysuccess.WhatcharacteristicofMaya's"newproduct"makesiteasyforhertobeginherdigitalexperience?

A)highpartibility

B)lowsusceptibility

C)lowcomplexity

D)hightrialability

E)lowcompatibility

57)AnAmericancompanywantstolaunchanewproductinMadrid.Fredaasksherproductmanagertodistributesomesamplestopotentialcustomerstheresothatshecangaugetheconsumerpreferencestherebeforeintroducingtheproduct.Fredaisattemptingtoreducethedegreeofeconomicand/orsocialrisk,alsoknownas________,associatedwithproductuse.

A)compatibility

B)relativeadvantage

C)complexity

D)trialability

E)observability

58)Aproduct's________referstotheeasewithwhichitsbenefitscanbecommunicatedtothecustomers.

A)relativeadvantage

B)compatibility

C)complexity

D)trialability

E)observability

59)AllCleandevelopspromotionalmaterialsandproductdemonstrationstoclearlyandeasilycommunicatethebenefitsofitscleaningproducts.Inthisscenario,AllCleanisattemptingtoenhancethe________ofitsproducts.

A)relativeadvantage

B)compatibility

C)complexity

D)trialability

E)observability

60)Ingeneral,therateofacceptanceorresistanceofthemarkettoaproductisnegativelyrelatedto

A)relativeadvantage.

B)compatibility.

C)trialability.

D)complexity.

E)observability.

61)Whatfactorismainlyresponsibleforaperceptualbiaswheninterpretingthecharacteristicsofaproduct?

A)toomuchproductinformation

B)ashorterdistributionchannel

C)amarketanalyst'sself-referencecriterion

D)alownumberofproductcompetitors

E)authoritativeproductinformationofthemarketanalyst

62)Thesuccessachievedbyfirmswhentheytaketheirinventionstomarketisreferredtoas

A)conversion-ability.

B)liquidation.

C)formation-ability.

D)homologation.

E)consultation.

63)Theproductplatform,designfeatures,andfunctionalfeaturesareallfoundinthe________componentofthephysicalproductaccordingtotheProductComponentModel.

A)core

B)support

C)packaging

D)supplementary

E)auxiliary

64)Sarj,aspecialistinproductdesign,isresponsibleforaproduct'sfunctionaldesign.WithrespecttotheProductComponentModel,inwhichcomponentcategorywouldSarj'stalentsmostlikelybeused?

A)core

B)supportservices

C)packaging

D)invisible

E)auxiliary

65)Ifacompanywishedtoalteraproduct'splatformsothattheproductcouldbemanufacturedinavarietyofformstomeetlocaldifferencesinfivedifferentforeignmarkets,thecomponentoftheProductComponentModelthatismostlikelytobeunderconsiderationis

A)supportservices.

B)packaging.

C)delivery.

D)ancillary.

E)core.

66)Appliances-a-Rama,anIndiancompanythatmanufactureskitchenappliances,altersthedesignofitsrangestosuittheneedsofitsJapaneseconsumers.TheJapaneseprefercompactandefficientappliancestofittheirsmallkitchens.AccordingtotheProductComponentModel,whichproductcomponentisbeingaddressed?

A)packaging

B)invisible

C)core

D)ancillary

E)supportservices

67)Whenacompanyaltersthepriceofitsproducttocompetewithlocalcompaniesintheinternationalmarket,itisfocusingonthe________componentoftheproduct,accordingtotheProductComponentModel.

A)core

B)support

C)design

D)maintenance

E)packaging

68)ACanadiancomputercompanyhaddifficultieswhenitfirstenteredtheJapanesemarket.Someofitscomputerswerereturnedunusedaftercustomersfoundthewrappingontheinstructionmanualdamaged.ThoughthiswouldprobablybeaninsignificantprobleminCanada,itwascertainlyacauseofconcerninquality-consciousJapan.WhichcomponentoftheProductComponentModelshouldthecompanyconcentrateontofixthisproblem?

A)core

B)supportservices

C)packaging

D)functional

E)design

69)ABrazilianfoodcompanyhadtochangethelabelingonitsproductstomeetthespecificationsregardingvegetarianandnonvegetarianfoodssetbythegovernmentintheTaiwanmarket.ItalsohadtomentiontheingredientsinTaiwanesetoprovideclaritytolocalcustomers.Thecomponentoftheproductthatisaffectedisthe________component.

A)supportservices

B)packaging

C)functional

D)design

E)core

70)EugeneboughtanewwatchinJanuary,andbyMarchitstoppedkeepingtimeaccurately.Thewarrantywasstillvalid,sohesentitbacktothemanufacturerforrepair.AccordingtotheProductComponentModel,thisdemonstratesthe________componentoftheproduct.

A)core

B)supportservices

C)packaging

D)functional

E)styling

71)Sincetheconsumerisautomaticallyangrywiththemanufacturerwhensomethinggoeswrongwiththevehicle,repairandmaintenancehasbecomeaconcernofthevariousautomobilemanufacturers.InwhichcomponentoftheProductComponentModelwouldthemanagementneedtomakeimprovementsifproblemssuchasthisaretobesolved?

A)core

B)functional

C)packaging

D)supportservices

E)price

72)ASouthKoreanelectronicscompanyhadtoadddetailedinstructionsabouttherepairandreplacementofitsproducttomakeiteasierforthelocalconsumerstomaintainit.WhichelementoftheProductComponentModelrelatestothisissue?

A)supportservices

B)design

C)core

D)packaging

E)functional

73)ThewashingmachinesmarketedbyTalchofailedinAsianmarketsasthosecountrieslackedtheskillsnecessarytorepairandmaintainTalcho'sproducts.Also,thewashingmachinepartsavailableinlocalmarketswerenotcompatiblewiththesemachines.Thisproductfailureismostlikelytobearesultoflackofattentionbythecompanytothe________componentoftheproduct.

A)marketing

B)price

C)packaging

D)supportservices

E)style

74)Drycleaning,hairstyling,andhotelaccommodationshaveintrinsicvalueresultingfromaprocess,aperformance,oranoccurrencethatonlyexistswhileitisbeingcreated.Whichcharacteristicofservicesisbeingreferredtohere?

A)intangibility

B)separability

C)liquidity

D)homogeneity

E)durability

75)Becauseaserviceisindividuallyproducedandisvirtuallyunique,theserviceissaidtohave

A)liquidity.

B)coherence.

C)inseparability.

D)heterogeneity.

E)tangibility.

76)Dr.ThomasisadentistpracticinginChicago.Duringafour-daystretchinMarch,itsnowedsoheavilythatnotasinglepatientwasabletovisithim.Sincenoneoftheappointmentstookplace,hedidnotmakeanymoneyinthosefourdays,eventhoughhisnormalexpensesremained.Inthisscenario,whichcharacteristicofservicesmostlikelyaffectedDr.Thomas'business?

A)tangibility

B)feasibility

C)durability

D)homogeneity

E)perishability

77)Acharacteristicofaserviceisthatitis________,sinceitcannotbestoredandmustbeconsumedsimultaneouslywithitscreation.

A)durable

B)feasible

C)indelible

D)tangible

E)perishable

78)Levon,ahairstylistatasaloninPortland,styleshiscustomersinvariousways.Hisworklooksdifferentondifferentpeopleeventhoughhehasstyledallofthem.Thisuniquecharacterofaservicethatisuniqueforeverycustomerasitisindividuallyproducedisreferredtoas

A)tangibility.

B)separability.

C)durability.

D)heterogeneity.

E)divisibility.

79)WhatisthelargestservicesexportoftheUnitedStates,rankingbehindonlycapitalgoodsandindustrialsupplieswhenallexportsarecounted?

A)automobileservices

B)internationaltourism

C)bankingservices

D)researchanddevelopment

E)educationservices

80)Howdothevastmajorityofservicesenteraforeignmarket?

A)importingandexporting

B)smugglingandpirating

C)licensing,franchising,ordirectinvestment

D)throughbrokers

E)throughdiasporapopulation

81)Whichbarrierfacedbyconsumerservicemarketersisinforcewhenaforeignmarketappliesatariffontheservicethatisoperatingthere?

A)tradeprotectionism

B)lackoftransborderdataflowsrestrictions

C)protectionofintellectualproperty

D)religiousrequirementsforadaptation

E)languagetranslationbarriers

82)BlueLobsterconsideredopeningrestaurantsinChina.However,therestaurant'slaborunionfeltthatsinceacceptingtipsbywaitstaffisconsideredinbadtasteinChina,theywouldfaceconsiderableincomeloss.Therefore,theydemandedtoknowhowemployeeswouldbecompensatedforthissinceagreatportionofatypicalwaitstaffperson'scompensationcomesintheformoftips.Whichbarrierdoesaconsumerservicesmarketerfaceinthisillustration?

A)protectionism

B)controlsontransborderdataflows

C)protectionofintellectualproperty

D)culturalrequirementsforadaptation

E)languagetranslationbarriers

83)AninsurancefirmbasedinCaliforniahaddifficultyexpandingitsoperationstoAsianmarketsasmostofthetargetcountrieshadstrictregulationsonsharingdetailsabouttheircustomerswiththehomeoffice.ThecompanyhadtoobtainapprovalfromitscustomersbeforesharingtheirpersonalinformationwithitsU.S.office.Whichbarrierismostlikelytohaveaffectedtheservicesoftheinsurancefirm?

A)protectionism

B)controlontransborderdataflows

C)protectionofintellectualproperty

D)culturalrequirementsforadaptation

E)languagetranslationbarriers

84)Aname,term,sign,symbol,design,orcombinationusedworldwidetoidentifygoodsorservicesofonesellerandtodifferentiatethemfromthoseofcompetitorsiscalleda

A)copyright.

B)productmark.

C)globalbrand.

D)brand'sequityposition.

E)trademark.

85)AmanufactureroftoiletriesandcleaningproductsusesthenameHomeHelper,formostproductsin