ChapterProductandBrand产品和品牌.docVIP

Chapter9 Product and Brand 第九章产品和品牌 Exercises 练习 A _____ is anything that can be offered to a market that might satisfy a need or a want. 阿_____是任何可以向市场提供可能满足需要或想要的。 position 位置 product 产品 promotion 推广 none of the above 无以上 Only tangible goods are considered products. 只有实实在在的货物被视为产品。 True 正确的 False (Products are more than tangible goods. They can be services, events, persons, places, ideas, or a mix of these.) 假 （产品超过有形商品。他们可以服务，事件，人名，地名，想法，或这些组合。） A visit to a doctors office is an example of a _____. A到医生的办公室访问是一个例子 ， 一_____。 pure tangible good 纯有形好 pure intangible good 纯无形良好 mixture of the two 混合两 none of the above 无以上 The most basic level of a product is called its _____. 一个产品的最基本的层面被称为它的_____。 center 中心 value 值 core benefit 核心利益 customer 消费者 Consumer products include convenience products, shopping products, and___. 消费产品包括便利产品，购物产品，and___。 specialty products 特色产品 Core products 核心产品 tangible goods 有形货物 all of the above 所有的选项 _____ products are purchased frequently, with little comparison or shopping effort. _____产品的销售频繁，比较少或购物的努力。 Convenience 便利 Shopping 购物 Specialty 专业 Unsought 非渴求 _____ products are typically associated with a higher price tag and available in selective locations. _____产品通常与更高的价格标签以及在个别地区推出。 Convenience 便利 Shopping 购物 Specialty 专业 Unsought 非渴求 _____ products are those purchased for further processing or for use in conducting a business. _____产品是指那些购买进一步加工或进行商业使用。 Industrial 工业 Mechanical 机械 Unsought 非渴求 Physical 物理 The distinction between a consumer product and an industrial product is the purpose for which it is bought. 之间的消费产品和工业产品的区别是 ， 它是购买的目的 。 True 正确的 False 假 A(n) _____ is a name, term, sign, symbol or combination of these intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. ???（n）的_____是一个名称，术语，符号，这些符号或拟确定商品或一卖方或卖方群体服务的组合 ， 并区别于竞争对手的他们。 product 产品 position 位置 image 图片 brand 商标 Branding is not