【正文】 th its brand name pared with those that would accrue if the same product did not have the brand name 2. 選擇(可多選)1)產(chǎn)品組合包括哪四個(gè)變量______。A、產(chǎn)品組合策略 B、產(chǎn)品組合的寬度 C、產(chǎn)品組合的長度 D、產(chǎn)品組合的深度 E、產(chǎn)品組合的關(guān)聯(lián)度2)產(chǎn)品市場生命周期包括______四個(gè)階段。A、投入期 B、高峰期 C、成長期 D、成熟期 E、衰退期3)____________an existing product by targeting it toward new market segments is another type of new product because the product is new to that segment.a. Brainstorming b. Diffusing c. Repositioning d. Screeninge. Venturing4)New product development____________a. can most often be acplished within a few months b. results in a vast array of successful products c. produces the products that most often meet consumers39。 and managements39。 expectations d. is necessary for shortterm profits e. is both expensive and risky5)品牌是一種集合概念，蘊(yùn)含著豐富的市場信息，其中最持久并且揭示了品牌間差異的實(shí)質(zhì)性的是品牌的_______。A、屬性 B、利益 C、價(jià)值 D、文化 E、個(gè)性6)品牌資產(chǎn)是通過為消費(fèi)者和企業(yè)提供______來體現(xiàn)其價(jià)值。A．產(chǎn)品 B．服務(wù) C．附加利益 D．附加功能7)A______manager has responsibility for several brands within a product line or product group.a. brand b. group c. area d. categorye. product8)A good brand name should______a. be protected (or at least protectable)under trademark law b. be easy to pronounce c. be easy to remember d. be easy to recognize e. be easy to translate into all languages in the markets where the brand will be used 3. 簡答 1)產(chǎn)品組合的寬度、長度、深度和一致性指的是什么？2)What’s PLC? 3)什么是品牌資產(chǎn)？4)What is a brand? Describe the value of branding for both the buyer and seller.二、理解題1. 判斷1)在買方市場條件下，能源供應(yīng)緊張，縮減產(chǎn)品線對企業(yè)有利______2)不同的產(chǎn)品種類，其產(chǎn)品生命周期曲線的形態(tài)也不相同______3)When products are referred to with the term new, that specifically means products that are newtotheworld or are discontinuous innovations. _________4)Firms introduce new products to sustain longterm growth in sales and profits。 before the last product has reached the maturity stage of the product life cycle, one or more new products should be introduced_________5)品牌既有利于維護(hù)消費(fèi)者的利益，又有利于保護(hù)品牌所有者的合法權(quán)益______6)品牌資產(chǎn)與品牌權(quán)益是完全相同的概念______7)A strong brand can be built through brand positioning, good brand name selection, positive brand sponsorship, and ongoing brand development______8)Brand equity needs to be measured in order to be managed well. Brand audits are indepth examinations of the health of a brand and can be used to set strategic direction for the brand ______2. 選擇(可多選)1)快速滲透策略，即企業(yè)以 推出新產(chǎn)品。A．高品質(zhì) B．高價(jià)格C．低促銷 D．高促銷E．低價(jià)格2)成長期營銷人員的促銷策略主要目標(biāo)是在消費(fèi)者心目中建立 以爭取新的顧客。A．品牌偏好 B．產(chǎn)品質(zhì)量C．產(chǎn)品信譽(yù) D．產(chǎn)品外觀3)New products are most important to management because they_________。a. help sustain longterm growth in sales and profitsb. may use byproducts c. do not generally require longterm mitment d. often lead to less utilization of production capacitye. will increase dependence on a single process4)When Johnson amp。 Johnson targeted its baby shampoo as a product for everyone39。s hair, the pany introduced a new product by_________。a. revising existing productsb. lowering costsc. segmenting existing product linesd. repositioning e. reformulation 5)品牌是一種集合概念，蘊(yùn)含著豐富的市場信息，其中最持久并且揭示了品牌間差異的實(shí)質(zhì)性的是品牌的 。A．屬性 B．利益C．價(jià)值 D．文化E．個(gè)性6)海信電視中的“海信”二字是 。A．招牌 B．品牌名稱C．品牌標(biāo)志 D．都不是7)Building brand equity depends on 。a. the initial choices for the brand elementsb. identities making up the brandc. the way the brand is integrated into the supporting marketing programs d. the associations indirectly transferred to the brand by linking the brand to some other entity8)A brand manager is responsible for all of the following activities EXCEPT_________。a. developing marketing strategies for a new brand b. evaluate the effect of alternative marketing strategies on brand performance c. consider the relative emphasis of new versus existing and past pany brands d. identify target segments for the brande. develop a brand positioning strategy 3. 簡答1)產(chǎn)品生命周期理論對企業(yè)開展?fàn)I銷活動(dòng)有著怎樣的啟示？2)Under what conditions would you consider not test marketing a product? Describe a product or service that meets these noneedtotest criteria.3)如何創(chuàng)建品牌資產(chǎn)？4)Elaborate “brand equity” with a Chinese example三、分析與應(yīng)用題1. 北京時(shí)間2011年10月5日凌晨1點(diǎn)，蘋果公司在其新產(chǎn)品發(fā)布會(huì)上推出新一代手機(jī)iPhone 4S，與之前推出的版本iPhone4相比，iPhone4S在外觀上沒有任何改變，但采用了最新的A5芯片，擁有雙核的處理芯片，圖形處理速度也因此提升了7倍，并新增了全新的語音控制功能。iPhone4S是否是一種新產(chǎn)品？為什么？2. You are a newproduct manager and have been asked to design an idea screening process for your pany. Prepare a fivestep process for screening consumer convenience good ideas.3. LV的設(shè)計(jì)總監(jiān)曾說過這樣一句話：“在中國設(shè)計(jì)奢侈品，就是讓LOGO在100米之外都可以看見，滿足其面子消費(fèi)的心理”，試用產(chǎn)品整體概念給予評論。 4. 請?jiān)诰W(wǎng)絡(luò)數(shù)據(jù)庫中搜集相關(guān)資料，以解釋蘋果公司(Apple, Inc.)的品牌資產(chǎn)是如何創(chuàng)建并持續(xù)增長的。5. Do you think “Haier” is a world famous brand? In your opinion, whether its brand equity will increase or decrease in 2011? 6. 據(jù)Interbrand剛剛頒布的2011年中國最佳品牌榜單顯示，我國服裝行業(yè)中曾經(jīng)的知名品牌——美特斯邦威已經(jīng)不在50強(qiáng)之列，而波斯登從羽絨服進(jìn)入時(shí)尚服裝領(lǐng)域的嘗試則獲得了初步的成功，不但躋身50強(qiáng)，還能夠做到名列前茅。試通過市場調(diào)研，解釋這一結(jié)果。7. 在你看來，麥當(dāng)勞與肯德基的品牌資產(chǎn)分別是多少？請嘗試著寫出計(jì)算過程。如果二者的品牌資產(chǎn)存在顯著的差異，請解釋這一差異產(chǎn)生的原因。第8章 價(jià)格和價(jià)值管理一、概念題1. 判斷1)產(chǎn)品成本是影響產(chǎn)品價(jià)格的基本因素______2)因?yàn)閮r(jià)格是商品價(jià)值的表現(xiàn)形式，因此決定商品價(jià)格的唯一因素是價(jià)值_____3)A price policy not only determines the price at which a product will be introduced to the market, but also guides the general changes of price level for that product throughout the product life cycle_____4)Manufacturers know the approximate price level they can expect when establishing a product price. This approximate price is called the base price________2. 選擇(可多選)1)______是影響產(chǎn)品價(jià)格的重要因素。A、市場狀況 B、商品形象 C、心理因素 D、購買行為2)需求導(dǎo)向定價(jià)法包括______二種具體方法。A、邊際貢獻(xiàn)定價(jià)法 B、理解價(jià)值定價(jià)法 C、區(qū)分需求定價(jià)法 D、盈虧臨界點(diǎn)定價(jià)法3)If a product is introduced with a high price, the pany has probably chosen a:a. pricebanding policy b. penetratio