市场营销07题库.doc

Part 3: Designing a Customer-Driven Marketing Strategy and Marketing Mix Chapter 7: Product, Services, and Brands: Building Customer Value PAGE 230 Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall PAGE 201 PAGE 200 Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall Chapter 7 We define a ___D_____ as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. private brand service variability service product service encounter __B___ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. Line extensions Services Brands Consumer products Supplements Product is a key element in ____A____. At one extreme, it may consist of pure tangible goods or at the other extreme, pure services. the market offering brand equity brand extension co-branding the market experience To differentiate themselves, many companies are moving to a new level in creating value for their customers. Going beyond products and services, they are developing and delivering customer ____B____. quality experiences brands product lines events Product planners need to think about products and services on three levels. The most basic level is the __C______, which addresses the question, “What is the buyer really buying?” actual product augmented product core benefit co-branding exchange The third level of a product that product planners must build is a(n) ___A_____ around the core benefit and actual product that offers additional consumer services and benefits. augmented product brand equity brand extension industrial product image Product planners must design the actual product and find ways to ____D____ it in order to create the bundle of benefits that will create the most customer value. promote package brand a