Question 1. 1. There are five categories of offerings for a service. It can be either a minor or a major component of the company’s offerings. Which of the following is NOT one of these five categories? (Points : 5) Pure tangible good
| Question 1. 1. There are five categories of offerings for a service. It can be either a minor or a major component of the company’s offerings. Which of the following is NOT one of these five categories? (Points : 5) Pure tangible good Tangible good with accompanying services Hybrid Major service with accompanying minor goods and services Major service with accompanying major goods |
| Question 2. 2. The five product levels constitute a ________. At each level more customer value is added. (Points : 5) customer-augmented product customer consumption system customer value-hierarchy customer-perceived value customer hierarchy |
| Question 3. 3. To match demand and supply, service marketers can utilize a number of strategies on the demand side. Which of the following is NOT one of these strategies? (Points : 5) Provide complementary services to waiting customers Cultivate nonpeak demand Differential pricing Share services Manage demand levels through a reservation system |
| Question 4. 4. Services high in ________qualities are those services that have characteristics the buyer normally finds hard to evaluate even after consumption. (Points : 5) equipment search experience personal attention credence |
| Question 5. 5. Some service firms often engage in ________, consisting of a fixed fee plus a variable usage fee. (Points : 5) pure bundling pure pricing mixed pricing captive pricing two-part pricing |
| Question 6. 6. Service marketers frequently complain about the difficulty of ________ their services. (Points : 5) marketing diffusing differentiating developing designing |
| Question 7. 7. A company can classify its products into four types that yield different gross margins, depending upon sales volume and promotional costs. The four classifications include all EXCEPT ________. (Points : 5) core product shopping goods staples specialties convenience items |
| Question 8. 8. In ________, the seller offers goods both individually and in bundles and often charges less for the “bundle” than for the individual products. (Points : 5) pirating pricing captive pricing two-part pricing pure bundling mixed bundling |
| Question 9. 9. The five determinants of service quality include all of the following EXCEPT ________. (Points : 5) empathy assurance responsiveness reliability reputation |
| Question 10. 10. There are three steps service firms can take to increase quality control. Which of the following is NOT one of these steps? (Points : 5) Reduce customer contact points Monitor customer satisfaction Standardize the service-performance process Invest in good training procedures Invest in good hiring procedures |
| Question 11. 11. ________ occurs when a company lengthens its product line beyond its current range. (Points : 5) Market reach Product reach Product adaptations Line shrinking Line stretching |
| Question 12. 12. Research has shown that customers evaluate complaint incidents in terms of the ________. (Points : 5) anger of the customer personality of the manager outcomes they receive monetary rewards none of the above |
| Question 13. 13. ________ refers to data, information systems, and advice services that the seller offers to their buyers. (Points : 5) Sales force relationships Customer relationships Internal marketing Customer training Customer consulting |
| Question 14. 14. Products such as insurance, cemetery plots, and smoke detectors are examples of ________ that are products that the consumer does not know about or does not normally think of buying. a.specialty goods (Points : 5) unsought goods heterogeneous shopping goods homogeneous shopping goods none of the above |
| Question 15. 15. Top firms audit both their own and their competitors’ service performance on a regular basis by collecting ________ measurements to probe customer satisfaction. (Points : 5) chat room voice of the customer e-mail solicitation consumer activist group none of the above |
| Question 16. 16. A group of products within a product class that are closely related because they perform a similar function, are sold to the same customer groups, are marketed through the same outlets or channels, or fall within given price ranges is known as a ________. (Points : 5) product type product class need family product variant product line |
| Question 17. 17. Services vary as to whether they are equipment based or ________. (Points : 5) service based people based process based historical based none of the above |
| Question 18. 18. It was sunny when Jenny went to class, but by the time class was over it was raining heavily, so Jenny stopped by the student store to buy an umbrella before she walked back to her dorm. In this case, the umbrella is an example of a(n) ________. (Points : 5) impulse good staple homogeneous shopping good emergency good heterogeneous shopping good |
| Question 19. 19. Capital items are long-lasting goods that facilitate developing or managing the finished product. They include two groups: installations and ________. (Points : 5) natural products component materials operating supplies equipment none of the above |
| Question 20. 20. The ________ of a product mix refers to how many variants are offered of each product in the line. (Points : 5) width length depth consistency height |
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