Advanced Marketing
Midterm Exam
Course Introduction
Advanced Marketing delves into sophisticated concepts and strategies used by organizations to gain a competitive edge in dynamic marketplaces. This course explores the latest theories and practical approaches in consumer behavior analysis, digital marketing, branding, strategic planning, and integrated marketing communications. Students engage with real-world case studies to develop critical thinking and problem-solving skills, mastering data-driven decision-making and innovative campaign design. Emphasis is placed on global marketing trends, ethical considerations, and the integration of emerging technologies, preparing students to design and implement advanced marketing initiatives in diverse business environments.
Recommended Textbook Services Marketing Concepts Strategies and Cases 5th Edition by K. Douglas Hoffman
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594 Verified Questions
594 Flashcards
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Chapter 1: An Introduction to Services
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Sample Questions
Q1) What are the seven categories of complaints that customers say irritate them most about service providers?
Answer: .Apathy: What comedian George Carlin refers to as DILLIGAD-Do I look like I give a damn
.Brush-off: Attempts to get rid of the customer by dismissing the customer completely. ..the "I want you to go away" syndrome
.Coldness: Indifferent service providers who could not care less what the customer really wants
.Condescension: The "you are the client/patient,so you must be stupid" approach
.Robotism: When the customers are treated simply as inputs into a system that must be processed
.Rulebook: Providers who live by the rules of the organization even when those rules do not make good sense
.Runaround: Passing the customer off to another provider,who will simply pass them off to yet another provider.
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3
Chapter 2: The Services Sector: Supersectors and Ethical
Considerations
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Sample Questions
Q1) Which of the following is true regarding the insurance industry?
A)It is one of the nine supersectors of the services industry.
B)It is a subsector of the education and health services supersector.
C)Employment in the insurance industry is expected to grow by 20% between 2015 and 2020.
D)Future job growth is limited in part by Internet sales methods.
E)Office and administrative personnel are typically college-educated.
Answer: D
Q2) The service industry criticism that as manufacturing jobs continue to decline,the supply of labor for service jobs will increase,driving service wages lower is referred to as:
A)materialismo snobbery.
B)the dichotomization of wealth.
C)material dichotomization.
D)manufacturing superiority.
E)service myopia.
Answer: B
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4
Chapter 3: Fundamental Differences Between Goods and Services
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Sample Questions
Q1) The primary cost of producing a service is:
A)rent.
B)overhead.
C)cost of goods sold.
D)labor.
E)promotional expenses.
Answer: D
Q2) Which of the following statements is false?
A)Services cannot be touched or seen in the same manner as goods.
B)Consumer judgments about services tend to be more subjective than objective.
C)Services are first produced,then sold,then consumed.
D)Services tend to vary from one transaction to the next.
E)Services cannot be inventoried.
Answer: C
Q3) Use tangible clues.
A)intangibility
B)inseparability
C)heterogeneity
D)Perishability
Answer: A
Page 5
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Chapter 4: Serviced Consumer Behavior
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Sample Questions
Q1) Which of the following statements is NOT correct?
A)Service consumers are more brand loyal.
B)Personal sources of information are more important to service consumers versus nonpersonal sources.
C)Service consumers have fewer alternatives to consider.
D)Self-service is a viable alternative for many services.
E)Customers always prefer customized services to standardized services.
Q2) Bill's parents finally convinced him to get a haircut.Bill's decision process was prompted by a:
A)physical cue.
B)psychological cue.
C)pressure cue.
D)social cue.
E)commercial cue.
Q3) Co-producer risk is directly related to the concept of:
A)intangibility.
B)heterogeneity.
C)inseparability.
D)perishability.
E)nonstandardization.
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Chapter 5: The Service Delivery Process
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Sample Questions
Q1) Discuss the relationship between operations and marketing as it pertains to developing service delivery systems.
Q2) The most common mistake made when constructing a service blueprint is:
A)bottlenecks are not identified correctly.
B)failure points are not identified correctly.
C)the blueprint is one-sided representing only the firm's perception of the process.
D)script norms are misunderstood.
E)the time frame for service execution is miscalculated.
Q3) A service operation consists of four stations.Station 1 can process 150 customers per hour.Station 2 can process 300 customers per hour.Stations 3 can process 100 customers per hour,and Station 4 can process 150 customers per hour.What is the maximum number of customers the entire operation can process in an hour? A)700
Q4) Define the fundamental components of a service blueprint.
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Chapter 6: The Pricing of Services
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Sample Questions
Q1) A consumer's price sensitivity will decrease as:
A)the perceived number of substitutes increase.
B)switching costs increase.
C)the shared costs for the expenditure decreases.
D)the perceived unique value of the service decreases.
E)the customer's ability to build an inventory increases.
Q2) A consumer's price sensitivity will increase as:
A)the perceived number of substitutes decrease.
B)switching costs increase.
C)the shared costs for the expenditure increase.
D)the perceived unique value of the service increases.
E)the customer's ability to build an inventory increases.
Q3) Total customer value consists of all of the following components except _____ value.
A)product
B)service
C)image
D)time
E)personnel
Q4) Discuss the circumstances under which price segmentation is most effective.
Page 8
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Chapter 7: Developing the Service Communication Strategy
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Sample Questions
Q1) Explain the difference between type 1,type 2,and type 3 service personnel.
Q2) The suggested communication strategy to use when the product is tangible dominant is to:
A)create an intangible image for the product.
B)create awareness for the product.
C)surround it with physical cues and tangible evidence.
D)make sure the product is in the evoked set of alternatives.
E)differentiate the service product from service delivery.
Q3) ____ may result in the unanticipated consequence of having two diverse target marketsresponding to the same communication at the same time.
A)Mistargeted communications
B)Communication mix-ups
C)Communication expectations
D)Miscommunicated perceptions
E)Operational conflicts
Q4) Discuss the steps necessary to manage the firm's service communication strategy effectively.
Q5) Discuss the special challenges of professional service providers.
Q6) Discuss the concept of "visual pathway."
Q7) Discuss the basic guidelines for developing service communications. Page 9
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Page 10
Chapter 8: Managing the Firms Physical Evidence
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Sample Questions
Q1) Consumer feelings of physical pleasure or discomfort are _____ responses.
A)physiological
B)emotional
C)cognitive
D)psychic
E)emotional and psychic
Q2) Which of the following statements pertaining to the location of the firm is false?
A)Location decisions should consider the amount of customer involvement necessary to provide the service.
B)Low contact firms should consider moving sites that are closer to sources of supply,transportation and labor.
C)The actual location of high-contact services should be as close to the street as possible.
D)Parking should be considered when making site selection decisions.
E)The firm's facility should be compatible with its surrounding environment.
Q3) One of the primary roles of a service firm's physical evidence is to package the service.Explain the managerial implications of "packaging the service."
Q4) List the stages of a servicescape development plan.
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Chapter 9: People As Strategy: Managing Service Employees
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Sample Questions
Q1) Discuss the methods in which marketing can reduce the sources of conflict felt by its employees.
Q2) Which of the following is NOT one of the seven tests of reward effectiveness?
A)availability
B)flexibility
C)visibility
D)durability
E)perishability
Q3) The empowerment approach in which service employees are trained to manage themselves is called:
A)job involvement.
B)suggestion involvement.
C)high involvement.
D)production-line approach.
E)contingency involvement.
Q4) Discuss the role of boundary-spanning personnel.
Q5) The technology involved with the business is nonroutine and complex.
A)control-oriented approach
B)involvement-oriented approach
Q6) Discuss the three sources of conflict for boundary-spanning service workers. Page 12
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Chapter 10: People As Strategy: Managing Service Customers
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Sample Questions
Q1) Which of the following 15-minute waits likely feels the shortest?
A)A man waits in line at the bank.
B)A group of friends chat while waiting to be allowed into the theater.
C)A woman waits for the doctor to come into the examining room.
D)A teen waits for test results.
E)A driver waits in a traffic jam.
Q2) Strategies developed to minimize thisprinciple of waiting have led to increased profit opportunities for the firm.
A)Preprocess waits feel longer than in-process waits.
B)Unoccupied waits feel longer than occupied waits.
C)Unfair waits seem longer than equitable waits.
D)Anxiety makes the wait seem longer.
E)Uncertain waits feel longer than known,finite waits.
Q3) All of the following are key tasks in managing consumer performance except:
A)audit your consumer performance expertise.
B)increase the share of expert consumers.
C)create systems to cope with novices and experts.
D)manage script changes carefully.
E)deviate from the script whenever necessary.
Q4) List the eight principles of waiting.
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Chapter 11: Defining and Measuring Customer Satisfaction
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Sample Questions
Q1) Of the following customer satisfaction measurement methods,which is the most effective in producing meaningful results?
A)the "Scale of 100" approach
B)personal interviews
C)the "very dissatisfied/very satisfied" approach
D)the combined approach
E)employee surveys
Q2) Which of the following is NOT one of the reasons that fueled the growth of the 1970s consumerism movement?
A)skyrocketing inflation
B)automation
C)deregulation
D)more informed consumers
E)surplus labor
Q3) When forming customer expectations,the firm's physical facility acts as a(n):
A)enduring service intensifier.
B)transitory service intensifier.
C)explicit service promise.
D)implicit service promise.
E)situational factor.
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Chapter 12: Defining and Measuring Service Quality
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Sample Questions
Q1) The firm's increased research orientation and enhanced upward communication will assist the firm in decreasing which one of the following gaps?
A)knowledge gap
B)standards gap
C)delivery gap
D)communications gap
E)confirmation gap
Q2) Which of the following is NOT a key component that needs to be built into every service quality system?
A)listening
B)reliability
C)servant leadership
D)individual play
E)service design
Q3) List the five dimensions of service quality.Which dimension is typically rated by customers as the most important? Which is typically rated as the least important?
Q4) Explain how providing poor service can actually increase a country's gross domestic product (GDP).
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Chapter 13: Complaint and Service Recovery Management
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Sample Questions
Q1) During a service recovery effort,the employee was very empathetic to the customer's plight and agreed to replace the defective product.However,it took three months for the replacement product to show up,which was much later than the customer had anticipated.As a result,the recovery effort violated the customer's ____ justice need.
A)social
B)procedural
C)interactional
D)distributive
E)ethical
Q2) rude service providers
A)core service failures
B)failures relating to customerneeds and requests
C)failures relating to unprompted/unsolicited employee actions
Q3) an employee whopurposely gives out the wrong amount of change
A)core service failures
B)failures relating to customerneeds and requests
C)failures relating to unprompted/unsolicited employee actions
Q4) Discuss the reasons many customers never complain.
Q5) Discuss the reasons customers complain.
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Chapter 14: Customer Loyalty and Retention
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Sample Questions
Q1) The guarantee that most likely avoids the appearance of a tacky marketing ploy is called a(n):
A)conditional guarantee.
B)implicit guarantee.
C)specific result guarantee.
D)unconditional guarantee.
E)explicit guarantee.
Q2) At the macro level,firms engaged in relationship marketing recognize that the marketing activity affects:
A)customer markets.
B)employee markets.
C)supplier markets.
D)internal markets.
E)all of these.
Q3) Discuss the differences between an implicit guarantee,a specific result guarantee,and an unconditional guarantee.
Q4) Discuss the customer defection management process.
Q5) Define the concepts and explain the relationship between customer loyalty and customer retention.
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Chapter 15: Pulling the Pieces Together: Creating a World
Class Service Culture
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Sample Questions
Q1) Discuss the major objectives of a service audit.
Q2) The formal reporting hierarchy normally represented in an organizational chart is called the:
A)culture.
B)structure.
C)systems.
D)human resources.
E)interfunctional task force.
Q3) ____ logic promotes seamlessness by balancing the internal logics of marketing,operations,and human resources.
A)Marketing
B)Finance
C)Service
D)Operations
E)Human resources
Q4) Discuss the importance of internal logics.
Q5) Explain the relevance of interfunctional task forces and interfunctional transfers as they relate to corporate culture.
Q6) Discuss the concept of seamlessness.
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