初级经济师辅导资料22(国外英语资料).docVIP

初级经济师辅导资料22(国外英语资料) Product and service strategy Product level and product classification (1) the meaning and level of the product; Product means anything that provides the market, for use and consumption, and can satisfy a certain desire and need, including physical, service, place, organization, information, experience and events. (mastery) the three levels of an overall product: core interests, tangible products, and additional products. 1. core interests The core interest is the most basic level of the product, and the core content of the customers needs, that is, the real motivation of customer purchase. 2. tangible products Tangible products are specific forms that support core interests, such as product quality, function, style, brand and packaging. 3. additional products An additional product is the additional service or benefit that a customer receives in the purchase of a product. Such as providing credit, free delivery, after-sales service and so on. The concept of whole product embodies the customer centered marketing concept. [example 1] providing anything to the market, to use and to consume, to satisfy a certain desire and need, is defined as () in modern marketing. A. products B. requirements C. core interests D. service [answer]A [example 2] the basic level of the product, the core content that meets the customers needs, is called (). A. core interests B. tangible products C. additional products D. potential products [answer]A [example 3] the specific form of support for core interests is (). A. core interests B. tangible products C. expected products D. potential products [answer]B [4] multiple-choice examples? Tangible products are a variety of specific forms of support products core interests, including (). Quality of A. products B. motives for customer purchases C. product features D. product brand E. product styles [answer]ACDE [example 5] [in 2007], in order to provide passengers with satisfactory air passenger services, the airline proposed t