Marketing Management Exam Bank
Course Introduction
Marketing Management is a comprehensive course that explores the fundamental principles and strategic approaches involved in identifying, anticipating, and satisfying consumer needs profitably. The course introduces students to the core concepts of marketing, including market research, segmentation, targeting, positioning, branding, and the development of marketing strategies related to product, price, place, and promotion. Emphasis is placed on the decision-making processes marketers use to analyze market opportunities, create value for customers, and achieve organizational objectives in dynamic and competitive environments. Through case studies and real-world applications, students gain practical skills essential for effective marketing management across diverse industries.
Recommended Textbook
Services Marketing 6th Edition by Valerie Zeithalm
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Page 2
Chapter 1: Introduction to Services
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Q1) Due to the _____ characteristic of services,customers will frequently interact with each other during the service production process and may affect each other's experiences.
A) Comparability
B) Intangibility
C) Heterogeneity
D) Simultaneous production and consumption
E) Perishability
Answer: D
Q2) What does it mean when someone says,"The Internet is a service?"
Answer: All businesses and organizations that operate on the Internet are essentially providing services-whether they are giving information,performing basic service functions or facilitating transactions.Thus,all the tools,concepts and strategies learned in studying services marketing have direct application to e-business.Although the Internet has changed how people do business and what offerings are possible,it is clear that what customers still want is basic services.
Q3) Which element of the services marketing mix is influenced by the health inspector's report that is prominently displayed in all restaurants?
Answer: Physical evidence.
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Page 3
Chapter 2: Conceptual Framework of the Book: The GAPS
Model of Service Quality
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Q1) In India weddings are timed to occur when Venus is in the ascendant and Jupiter is strong.This day is deemed lucky.In 2005,almost 15,000 couples in New Delhi had their wedding on December 25,the day astrologers announced would be the best day for a wedding.It is very likely that wedding planners in New Delhi have difficulty narrowing provider ______ of the gaps model of service quality due to their inability to match supply and demand.
A) Gap 1
B) Gap 2
C) Gap 3
D) Gap 4
Answer: C
Q2) Which of the following factors is NOT a factor leading to provider gap 1?
A) Inadequate marketing research orientation
B) Over-promising
C) Lack of upward communication
D) Insufficient relationship focus
E) Inadequate service recovery
Answer: B
Q3) What is the central focus of the gaps model of service quality?
Answer: The customer gap.
Page 4
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Chapter 3: Customer Expectations of Service
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Q1) Word-of-mouth communication about a service may be either personal or nonpersonal,but is always verbal.
A)True
B)False
Answer: False
Q2) Discuss service quality as a competitive advantage for a service provider.
Answer: If a service provider is to use service quality for competitive advantage,companies must perform above the adequate service level.This level,however,may signal only a temporary advantage.Customers' adequate service levels,which are less stable than desired service levels,will rise rapidly when competitors promise and deliver a higher level of service.If a company's level of service is barely above the adequate service level to begin with,a competitor can quickly erode that advantage.Companies currently performing in the region of competitive advantage must stay alert to the need for service increases to meet or beat competition.
Q3) Explicit service promises are defined as any non-personal,paid-for communication between the customer and the seller.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Customer Perceptions of Service
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Q1) Even though it was unusual,the retailer wanted the sign painter to do reverse painting on her store windows.(Paint the glass and leave the letters clear.)The retailer felt that this would make her store stand out as a unique place to shop.She had to talk to four sign painters before she found one that was agreeable to her plan.Which service dimension were the first three sign painters lacking?
Q2) Phone encounters are a type of ___________ in which tone of voice,employee knowledge and effectiveness of handling customer issues are important criteria for judging quality.
A) Remote encounter
B) Technology-mediated encounter
C) Detached conversation
D) Public discourse
E) Collective encounter
Q3) List the four core dimensions consumers use to evaluate Web sites.
Q4) The most important determinant of perceptions of service quality among U.S.customers is reliability.
A)True
B)False
Q5) List the five dimensions U.S.customers use to determine service quality.
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Chapter 5: Listening to Customers Through Research
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Q1) All of the following are among the criteria for an effective service research program
EXCEPT:
A) Includes perceptions and expectations
B) Includes measures of loyalty or behavioral intentions
C) Measures priorities or importance
D) Considers only qualitative research
E) Occurs with appropriate frequency
Q2) A(n)_____ is a composite of the perceptual satisfaction or service quality measures collected in an organization.
A) Zone of tolerance chart
B) Salience of dimensions and attributes graph
C) Gap scores tracking tool
D) Importance/performance matrix
E) Customer satisfaction index
Q3) SERVQUAL is a type of requirements research.
A)True
B)False
Q4) What type of qualitative research is used to monitor changes in customer expectations and to provide a forum for customers to suggest and evaluate new service ideas?
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Chapter 6: Building Customer Relationships
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Q1) Regency Dry Cleaners operates in a medium-sized community.Its customers all live within a 20-mile radius of the cleaners.Regency provides its regular customers with several alternative pickup and delivery schedules rather than a single weekly pickup and delivery.Regency's driver will pickup clothes in the morning and deliver them back clean in the afternoon if that is what a customer needs.Regency has found the increase in its total number of customers because of this service more than pays its additional operation expenses.Regency has built its customer retention strategy around:
A) Customization bonds
B) Social bonds
C) Niche marketing
D) Focused marketing
E) Structural bonds
Q2) There is no way to calculate the relationship value of a customer.
A)True
B)False
Q3) Gracie gets her haircut at a salon almost twenty miles from her house because the price is low and because Gracie went to school with the woman who owns the salon.What kind of retention strategy is being used in this example?
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Chapter 7: Service Recovery
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Q1) People who do not complain often believe that complaining is a waste of time and effort.
A)True
B)False
Q2) ________ refers to the actions taken by an organization in response to a service failure.
A) Service recovery
B) Service paradox
C) Service inconsistency
D) Outcome fairness
E) Procedural recovery
Q3) Why would a consumer be more likely to complain about a poorly mended prom dress than burnt toast?
Q4) Studies of service guarantees indicate their existence has no impact on employee morale.
A)True
B)False
Q5) A guarantee is a particular type of service recovery tool.
A)True
B)False
Page 9
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Chapter 8: Service Innovation and Design
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Q1) In a service blueprint,the line of internal interaction separates:
A) Customer actions from onstage contact employee actions
B) Backstage contact employee actions from support processes
C) Onstage contact employee actions from backstage contact employee actions
D) Onstage contact employee actions from support processes
E) Customer actions from backstage contact employee actions
Q2) When Wendy's extended its hours of operation on Friday and Saturday nights to provide 24-hour fast-food service,it was an example of a service development growth strategy.
A)True
B)False
Q3) It is often useful to create a service blueprint at the ___________ stage of the service innovation and development process.
A) Commercialization
B) Business analysis
C) New services strategy development
D) Service concept development and evaluation
E) Idea generation
Q4) Comment on the following statement: "New-service development is typically a linear process".
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Chapter 9: Customer-Defined Service Standards
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Q1) New management of the Falcons football team surveyed former season ticket holders to determine why they were no longer attending the games.As a result,it set "Clean and well-stocked restrooms" as one of its _____ customer-defined standards.
A) Responsive
B) Hard
C) Informal
D) Measurable
E) Soft
Q2) When a hair salon introduced a database system for keeping up with information on clients' hair,such as hair color and timing of permanents,it is one way of addressing customer requirements.What name applies to this method of changing services to better meet customer needs?
Q3) Which of the following research methods provides feedback on soft measures?
A) Complaint solicitation
B) Lost customer research
C) Trailer calls
D) Customer panels
E) Critical incident studies
Q4) What is the second step in the process for setting customer-defined standards?
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Chapter 10: Physical Evidence and the Servicescape
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Q1) Environmental psychologists have researched people's emotional responses to physical settings.They have concluded that any environment will elicit emotions that can be captured by two basic dimensions.What are they?
Q2) _____ conditions include background characteristics of the environment such as temperature and lighting.
A) Ergonomic
B) Holistic
C) Physiological
D) Ambient
E) Environmentally-driven
Q3) The clearly displayed ENTRANCE and EXIT signs at a Jiffy-Lube 10-minute oil and lubrication service indicate that the Jiffy-Lube servicescape is playing the strategic role of:
A) Package
B) Facilitator
C) Differentiator
D) Boundary spanner
E) Socializer
Q4) What is the first step in developing physical evidence strategy?
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Chapter 11: Employees Roles in Service Delivery
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Q1) When Abu went to open a bank account at First National Bank,he was greeted by a friendly account representative who explained the different types of savings and checking accounts,as well as other banking services (e.g.,ATM,direct deposit,credit cards,and consumer loans)that were available.According to the service marketing triangle,the actions by the account representative are a form of _____ marketing.
A) Internal
B) Interactive
C) Integrated
D) Strategic
E) External
Q2) The nature of many service jobs suggests that customer satisfaction will suffer slightly when employees work as a team.
A)True
B)False
Q3) Through its external marketing efforts,a company makes promises to its customers regarding what they can expect and how it will be delivered.
A)True
B)False
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13
Chapter 12: Customers Roles in Service Delivery
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Q1) Rhonda does not want to use the self-checkout lane at the supermarket because it "just seems too complicated." What factor primarily has determined her reluctance to try the new self-service technology?
A) Customer readiness
B) Capability management
C) Emotional resources
D) The empowerment of technology
E) Personal autonomy
Q2) _____ are services produced entirely by the customer without any direct involvement or interaction with the firm's employees.
A) Actor-oriented services
B) Drama monologues
C) Self-service technologies
D) Frequency marketing programs
E) Competitive differentiators
Q3) Describe what an organization needs to do first to develop strategies for addressing customer involvement in service delivery.
Q4) What kind of consumer presence is required during physical therapy after hip replacement surgery?
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Chapter 13: Managing Demand and Capacity
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Q1) Supermarkets with express checkout lanes for customers purchasing 10 items or less are using which of the following waiting line strategies?
A) Establishing a reservation process
B) Making waiting fun or at least tolerable
C) Expanding waiting room capacity
D) Differentiating waiting customers
E) Employing operational logic
Q2) By renting its 21 executive suites for slumber parties on the weekend,the Hyatt Regency Reston in Reston,Virginia is shifting demand to match capacity by varying its service offering.
A)True
B)False
Q3) The lack of inventory capability in services is due to which of the following characteristics of services?
A) Heterogeneity and perishability
B) Simultaneous production and consumption and intangibility
C) Perishability and simultaneous production and consumption
D) Heterogeneity,perishability and intangibility
E) Simultaneous production and consumption and heterogeneity
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Page 15
Chapter 14: Integrated Service Marketing Communications
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Q1) Give three examples of external marketing communications.
Q2) By guaranteeing that all participants in its dance classes will be able to do the foxtrot by the end of their first lesson or their money will be refunded,the Fred Astaire Dance Studio is:
A) Managing customer expectations
B) Engaging in public relations
C) Precisely matching service delivery with service promise
D) Managing its horizontal communications
E) Under-promising and over-delivering
Q3) Inadequate customer communication occurs when:
A) The services have synchronized supply and demand
B) Customers are experienced users of the service
C) The services are low in credence qualities
D) The service is difficult for the customer to evaluate even after it has been delivered
E) The services are high priced
Q4) One of the major approaches to overcoming service communication challenges is to manage service promises.What strategies would a large janitorial service use to manage its service promises to match service promises with delivery?
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Page 16
Chapter 15: Pricing of Services
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Q1) A day after US Airways announced its new low fares for the autumn on travel from New York (i.e.,Newark and LaGuardia Airports)to selected cities in the U.S.and Canada,American Airlines matched their fares.American Airlines is using a _____ strategy.
A) Value pricing
B) Price signaling
C) Demand-based pricing
D) Going-rate pricing
E) Price trimming
Q2) Which of the following is NOT an effective pricing strategy to use when customers define value as "low price"?
A) Odd pricing
B) Synchro-pricing
C) Value pricing
D) Penetration pricing
E) Discounting
Q3) What type of pricing strategy will most likely be used by marriage counselors,bridal consultants,public accountants,and tax attorneys?
Q4) List three groups of service providers that typically use results-based pricing.
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Chapter 16: The Financial and Economic Impact of Service
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Q1) The best known and most widely respected approach that executives use for making decisions about service quality investments is:
A) Total quality management returns
B) Observational research
C) Focus groups
D) Return on service quality
E) Ethnographic research
Q2) The benefits of offensive marketing have been documented through the use of:
A) PIMS (profit impact of marketing strategy)
B) Multiple regression analysis
C) Return on investment (ROI)analysis
D) Financial ratios
E) All of the above
Q3) Evidence shows that customer perceptions of quality do not affect consumer intentions.
A)True
B)False
Q4) Why have managers replaced traditional tools for measuring a company's performance with the balanced scorecard?
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