Marketing Management Question Bank
Course Introduction
Marketing Management introduces students to the principles and practices essential for developing effective marketing strategies in todays dynamic business environment. The course covers key concepts such as market segmentation, consumer behavior, product development, pricing strategies, distribution channels, and promotional tactics. Emphasizing both analytical and decision-making skills, it explores how organizations create value for customers and sustain competitive advantage. Through case studies, real-world projects, and discussions, students gain a comprehensive understanding of how to manage the marketing function and respond adaptively to market changes and global trends.
Recommended Textbook
Essentials of Services Marketing 3rd Edition by
Jochen Wirtz
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15 Chapters
639 Verified Questions
639 Flashcards
Source URL: https://quizplus.com/study-set/205
Page 2
Chapter 1: Introduction to Services Marketing
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43 Verified Questions
43 Flashcards
Source URL: https://quizplus.com/quiz/2992
Sample Questions
Q1) Give an example of an industry where production and consumption are separable. Answer: Dry cleaning, lawn mowing, weather forecasting, etc.
Q2) HR is often seen from a strategic perspective than a staff function
A)True
B)False
Answer: False
Q3) What are the five broad categories within the non-ownership framework?
Answer: Rented goods, defined space and place rentals, labor and expertise rental, access to shared physical environments, and systems and networks: access and usage.
Q4) A movie theater seat is an example of _____________.
A)renting durable goods
B)closely engaging customers in the service process
C)renting portions of a larger physical entity
D)the centrality of time to services
E)differences in customer choice criteria
Answer: C
Q5) Give an example of an industry where the Internet has transferred power from suppliers to customers.
Answer: The travel industry.
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Chapter 2: Customer Behavior in a Services Context
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45 Verified Questions
45 Flashcards
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Sample Questions
Q1) Give an example of a pre-purchase risk-reduction strategy.
Answer: Seeking information from respected personal sources (relying on a firm that has a good reputation, looking for guarantees and warranties, visiting facilities, asking knowledgeable employees, examining tangible cues, or using the Web to compare offerings).
Q2) The three stages in the consumer decision making process are ____________, ____________, and ____________.
A)pre-awareness stage, pre-purchase, purchase stage
B)pre-purchase stage, awareness stage, post-purchase stage
C)service encounter stage, pre-purchase stage, post-purchase stage
D)pre-purchase stage, awareness stage, purchase stage
E)pre-purchase stage, service encounter stage, post-purchase stage
Answer: E
Q3) The service encounter stage involves ____________.
A) Moments of truth
B) Zone of tolerance
C) Price decisions
D) trade-offs
Answer: A
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Page 4
Chapter 3: Positioning Services in Competitive Markets
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45 Verified Questions
45 Flashcards
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Sample Questions
Q1) All potential buyers cannot be targeted often because ____________.
A)their needs are varied
B)their purchase behaviour is varied
C)their consumption is varied
D)they are geographically spread
E)All of the above
Answer: E
Q2) What were the main benefits of capsule hotels when they first started up?
Answer: Convenience and price.
Q3) Give an example of service tiering in the airline industry.
Answer: Classes (first, business, economy),
Q4) Visa's positioning is about having one card fits all.
A)True
B)False
Answer: False
Q5) A target segment should only be selected on the basis of their sales and profit potential.
A)True
B)False
Answer: False
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Chapter 4: Developing Service Products Core and Supplementary Elements
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45 Verified Questions
45 Flashcards
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Sample Questions
Q1) For self-service payment, customers may make payment by inserting coins, banknotes, tokens or cards into machines.
A)True
B)False
Q2) Discuss how multi-brand strategies can succeed and what the strategies should be based on in the hotel industry.
Q3) ____________ represent a special type of order taking that entitles customers to a specific unit of service.
A)Suggestions
B)Reservations
C)Trackers
D)Repossessions
E)Contracts
Q4) Brand Equity does NOT include the following key component.
A)Customer experience with the company
B)External Brand communication
C)Brand awareness
D)Brand meaning
E)Service Employees
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Chapter 5: Distributing Service through Physical and Electronic Channels
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45 Verified Questions
45 Flashcards
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Sample Questions
Q1) Key factors determining the opening hours of a service facility are ____________.
A)Customer needs
B)Economics of opening hours
C)Competitor opening hours
D)Only a & b
E)Only b & c
Q2) Intermediaries are most often used in core service and not in supplementary services.
A)True
B)False
Q3) List two of the three service delivery innovations facilitated by technology that are described in the chapter.
Q4) Channel convenience is essential for successful delivery of a service through multiple channels.
A)True
B)False
Q5) Provide examples of services, which require customer visiting the site, and services where the provider goes to customer.
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Chapter 6: Setting Prices and Implementing Revenue Management
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45 Verified Questions
45 Flashcards
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Sample Questions
Q1) To make a profit, a firm must set its price low enough to attract customers.
A)True
B)False
Q2) Give an example of a tradeoff between monetary and non-monetary costs associated with patronizing a dental clinic.
Q3) What three components are considered in a pricing strategy?
Q4) Which of the following is NOT an objective for service pricing?
A)Build supply.
B)Build demand.
C)Seek profit.
D)Cover costs.
E)Build a user base.
Q5) Price elasticity is computed as ____________.
A)percentage change in demand / percentage change in price
B)percentage change in price / percentage change in demand
C)percentage change in supply / percentage change in price
D)percentage change in demand / percentage change in supply
E)percentage change in price / percentage change in supply
8
Q6) Discuss how a health club could strategically manage capacity via payment schedules.
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Page 9
Chapter 7: Promoting Services and Educating Customers
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45 Verified Questions
45 Flashcards
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Sample Questions
Q1) EasyJet built a very successful model based on banner advertising.
A)True
B)False
Q2) Describe the differences between traditional marketing communication strategies and service business communication strategies.
Q3) Which of the following is not a role played by service marketing communications?
A)Add value through communication content.
B)Facilitate customer involvement in service production.
C)Positioning to attract investors.
D)Stimulate or dampen demand to match capacity.
E)Position and differentiate the service.
Q4) Who are the targeted audiences for services communication?
Q5) Discuss the impact that technology like TiVo has on marketing communications efforts.
Q6) DHL gained significant favorable publicity when it safely transported two giant pandas from Chengdu, China to the National Zoo in Washington, D.C.
A)True
B)False
Q7) What are the common communication objectives along the communication funnel?
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Chapter 8: Designing and Managing Service Processes
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45 Verified Questions
45 Flashcards
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Sample Questions
Q1) Banks ensure eye contact by requiring tellers to record ____________ on a checklist at the start of a transaction.
A)the customer's eye color
B)the customer's bank account number
C)the customer's shirt size
D)the customer's account type
E)the customer's nationality
Q2) How is the patient a service co-creator?
Q3) Examples of preparing customers for service encounters include all of the following EXCEPT ____________.
A)printing dress code requests on invitations
B)sending reminders of dental appointments
C)printing guidelines on customer cards
D)billing customers for services rendered
E)all of the above are examples of preparing customers for service encounters
Q4) A good example of a service poka-yoke is a surgeon whose surgical instrument trays have indentations for each instrument.
A)True
B)False
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Chapter 9: Balancing Demand against Productive Capacity
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44 Verified Questions
44 Flashcards
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Sample Questions
Q1) What are the four supply and demand conditions that a fixed-capacity service may face?
Q2) Which of the following is NOT one of the conditions that fixed-capacity firms may face?
A)Excess capacity.
B)Demand exceeds desired capacity.
C)Demand and supply are well-balanced.
D)Ideal demand exceeds capacity.
E)Excess demand.
Q3) How did BMW occupy customers while they were waiting for their cars to be serviced?
Q4) Optimum and maximum capacities are never one and the same (e.g. a sport performance).
A)True
B)False
Q5) Demand patterns are usually random.
A)True
B)False
Q6) What are thee strategies that can be employed when considering a modification to the place and time of service delivery? Page 12
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Chapter 10: Crafting the Service Environment
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45 Verified Questions
45 Flashcards
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Sample Questions
Q1) Finnair uses _________at different stages of long-haul flight.
A)scent
B)color
C)music
D)light
E)All of the above
Q2) Of the following, which is NOT an ambient condition that irritates shoppers according to Alain d'Astous?
A)Store is too small
B)Store is not clean
C)Too hot inside the store or the shopping center
D)Music inside the store is too loud
E)Bad smell in the store
Q3) Describe the design flaws of the new airport lounge in a major Asian city.
Q4) Marketing communications attempt not to attract customers who will enhance the ambiance with their presence because of potential legal ramifications.
A)True
B)False
Q5) List the four key things that signs can be used for in a servicescape.
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Chapter 11: Managing People for Service Advantage
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45 Verified Questions
45 Flashcards
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Sample Questions
Q1) All employees are eager to be empowered.
A)True
B)False
Q2) Managers often omit which of the cost variables of high turnover/low pay?
A)Cost of constant recruiting
B)Low productivity of inexperienced workers
C)Cost of constantly attracting new customers
D)Income lost from customers turned off by negative word of mouth
E)All of the above
Q3) Outcomes of the "Cycle of Failure" for firms include ____________ and
A)low service quality; low employee turnover
B)low service quality; high employee turnover
C)high service quality; low employee turnover
D)high service quality; high employee turnover
E)mediocre service quality; unpredictable employee turnover
Q4) What qualities should effective leaders have in service organizations?
Q5) Discuss the causes and implications of low-pay/high turnover human resource strategies.
Page 15
Q6) Give two reasons for using multiple interviewers.
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Chapter 12: Managing Relationships and Building Loyalty
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Sample Questions
Q1) Describe the difference between miles and points on British Airways.
Q2) Common CRM applications include all of the following EXCEPT _____________.
A)Data collection
B)Marketing automation
C)Data entry
D)Sales force automation
E)Finance automation
Q3) Define loyalty in a service context.
Q4) Which of the following is NOT an aspect of Capital One 360's no-frills strategy?
A)High interest rates
B)Offers only a handful of basic products
C)Lures low-maintenance customers
D)Firing customers who don't fit the profile
E)Increased contact with the bank
Q5) How can firms reduce customer churn, and what proactive and reactive measures can they take?
Q6) Customers derive benefits of greater confidence, social benefits and special treatment from loyal relationships with firms.
A)True
B)False
Page 16
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Chapter 13: Complaint Handling and Service Recovery
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45 Verified Questions
45 Flashcards
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Sample Questions
Q1) What is procedural justice?
Q2) Recent research shows that the amount of a guarantee payout has no effect on consumer cheating. Which of the following is one of the important managerial implications of this?
A)Guarantees can be restricted to new customers because of the propensity for repeat customers to cheat.
B)Guarantees can be kept low to prevent rewarding cheaters.
C)Managers can reap the marketing rewards of higher guarantees without increased payouts due to consumer cheating.
D)Managers cannot expect to recover the difference in guarantees for different types of consumers.
E)Guarantee levels can be used to dissuade consumer cheating.
Q3) Which of the following services best represents how little complaining consumers actually do?
A)TARP
B)Land's End
C)Hampton Inn
D)FedEx
E)A public bus company
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Page 17
Chapter 14: Improving Service Quality and Productivity
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45 Verified Questions
45 Flashcards
Source URL: https://quizplus.com/quiz/3005
Sample Questions
Q1) Give an example of biometric test usage in a service environment.
Q2) Pareto Analysis underlies the 80/20 rule, because 80% of problems are caused by 20% of variables.
A)True
B)False
Q3) ____________ is the authentication or identification of individuals based on physical characteristics or traits.
A)Service amping
B)Decryption
C)Biometrics
D)Encryption
E)Electronic access
Q4) Which of the following is one of Holiday Inn's hotel areas that show a particularly strong impact on revenue per available room?
A)Dining facilities
B)The lobby
C)The exterior
D)Public restrooms
E)Kitchen facilities
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Chapter
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12 Verified Questions
12 Flashcards
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Sample Questions
Q1) Customer loyalty helps firms achieve which of the following?
A)Increase in market share
B)Increase in shareholder value
C)Share of community goodwill
D)All of the above
Q2) For service leaders, the function of human resources is to coach and facilitate the workers.
A)True
B)False
Q3) Does customer satisfaction have any long-term level impact on service organizations?
Q4) Service excellence is often underpinned by effective use of teams. A)True
B)False
Q5) Service leaders are recognized for innovation, focus, and excellence . A)True
B)False
Q6) Market losers meet some quality expectations. A)True
B)False
Page 19
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