Marketing Management Test
Bank
Course Introduction
Marketing Management is a foundational course that explores the principles, strategies, and analytical tools necessary for effective marketing decision-making in both domestic and international contexts. The course covers key topics such as market segmentation, targeting, and positioning; product and brand management; pricing strategies; distribution channels; and integrated marketing communications. Through case studies, real-world examples, and interactive projects, students develop critical skills for analyzing market opportunities, crafting customer value propositions, and implementing marketing plans that align with organizational goals. Emphasis is placed on the dynamic role of marketing in creating competitive advantage and driving business success in an evolving marketplace.
Recommended Textbook
Essentials of Services Marketing 3rd Edition by Jochen Wirtz
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639 Verified Questions
639 Flashcards
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Page 2
Chapter 1: Introduction to Services Marketing
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Sample Questions
Q1) Which of the following are included in the four categories of services processing.
A)People processing
B)Possession processing
C)Mental stimulus processing
D)Information processing
E)All of the above
Answer: E
Q2) Provide an example of a service industry where customers are involved in co-production and explain the implications and marketing-related tasks that would be associated with that service.
Answer: Theme parks are a good example of customer co-production services. Implications include customers having to visit the facility and participate in rides, shows, and other activities to benefit from the service. Picking the wrong ride at the wrong time may cause the customer to wait in a long line and decrease the value of their service experience. Marketing-related tasks include developing user-friendly equipment and facilities and training customers to perform effectively. For example, theme parks can provide schedules and maps to assist customers in making better and more efficient plans.
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3
Chapter 2: Customer Behavior in a Services Context
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Sample Questions
Q1) An example of a service high in credence attribute is _____________.
A)extreme sports
B)vacation
C)spa
D)musical performance
E)surgery
Answer: E
Q2) Describe what is meant by adequate service, predicted service, and zone of tolerance.
Answer: Adequate service is the minimum level of service a customer will accept without dissatisfaction. Predicted service is the level of service that the customer actually anticipates the firm will provide. The zone of tolerance is the extent of variation of service customers are willing to accept. Adequate service falls at the bottom of the zone of tolerance, whereas predicted service is likely in the middle of the zone of tolerance.
Q3) Give an example of a social risk involved in using a service.
Answer: What will my friends think of me if they learned I used this service?
Q4) Service consumption can be divided into what three principal stages?
Answer: Pre-purchase, service encounter, and post-purchase.
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Page 4
Chapter 3: Positioning Services in Competitive Markets
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Sample Questions
Q1) How did Rentokil Initial grow from a manufacturer of rat poison, to the world's large business support services company?
Answer: Through growth within the firm and buying over other companies, Rentokil Initial has developed a wide range of products that includes testing and safety services; security; parcels delivery; interior plants landscaping (including sale or rental of tropical plants); specialized cleaning services; pest control; rental and cleaning of uniforms; clinical waste collection and disposal; personnel services; and a washroom solutions service. The firm sees its core competence as "the ability to carry out high quality services on other people's premises through well-recruited, well-trained, and motivated staff." Promoting use of additional services to existing customers is an important part of the firm's strategy. Initial Integrated Services offers clients full integration of services. Clients purchase sector-specific solutions that deliver multiple services but features just "one invoice, one account manager, one helpdesk, one contract and one motivated service team". Rentokil Initial's success lies in its ability to position each of its many business and commercial services in terms of the company's core brand values, which include providing superior standards of customer care and using the most technically advanced services and products.
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Chapter 4: Developing Service Products Core and Supplementary Elements
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Sample Questions
Q1) Core products are surrounded by supplementary elements from each of the eight clusters of supplementary services.
A)True
B)False
Q2) FedEx Ground is an example of a(n) ____________.
A)branded house
B)endorsed brand
C)house of brands
D)sub-brand
E)clear strategy
Q3) Which is not an example of service tiering for Avis car rental?
A)Different car classes
B)Chauffeur drive
C)Mobile concierge
D)Credit card payment
Q4) Giordano is well recognized for both their superior meals and attentive cabin crew.
A)True
B)False
Page 6
Q5) Provide an example of a major process innovation.
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Chapter 5: Distributing Service through Physical and Electronic Channels
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Sample Questions
Q1) Integrating mobile devices into the service delivery infrastructure can be used as a means to ____________ services, ____________ customers to opportunities or problems, and ____________ information in real time to ensure that it is continuously accurate and relevant.
A)Access; alert; update
B)Complement; alert; conceal
C)Access; attract; conceal
D)Access; guide; conceal
E)Complement; guide; conceal
Q2) What problems can a company like Uber most likely face in entering international markets?
Q3) Describe Aggreko's core business with specific reference to which of the six service delivery options they employ.
Q4) What is channel integration?
Q5) What are the three options for entering international markets?
Q6) Starbucks uses GIS software as a part of its site selection.
A)True
B)False
7
Q7) Discuss the roles that intermediaries play for service organizations.
Q8) Give two examples of firms that locate themselves in multi-purpose facilities.
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Page 8
Chapter 6: Setting Prices and Implementing Revenue Management
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Sample Questions
Q1) Break-even analysis allows managers to know the sales volume at which service will become profitable.
A)True
B)False
Q2) Which of the following is the best example of a service industry that utilizes price complexity?
A)Fast food
B)Education
C)Cellular phone
D)Moving/transportation
E)Roofing
Q3) To make a profit, a firm must set its price low enough to attract customers.
A)True
B)False
Q4) Filling in an account opening form that requires lot of detailed information is a form of ____________.
A)psychological cost
B)physical cost
C)sensory cost
D)time cost
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Chapter 7: Promoting Services and Educating Customers
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Sample Questions
Q1) Communication objectives are "what" decisions while "where" and "how" are tactical decisions.
A)True
B)False
Q2) A sticky site is
A)slow to download
B)not updated frequently
C)high in quality content
D)Only a & b.
Q3) According to the chapter, why are BP's bright green and yellow, Texaco's red, black and white, and Sunoco's blue, maroon, and yellow so strikingly different?
Q4) An effective communication strategy does NOT consider which of the following?
A)Prospective buyer
B)Consumer's media habits
C)Employee preference
D)Content, structure and style of message
Q5) List the five W's in the checklist for marketing communications planning.
Q6) What is one of the most widely recognized corporate symbols in the world?
Q7) Discuss some of the key planning considerations of marketing communications.
Page 10
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Chapter 8: Designing and Managing Service Processes
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Sample Questions
Q1) Discuss the potential company benefits, potential customer benefits, and challenges and limitations of the direct service approach to managing the service delivery process.
Q2) Service process redesign can be categorized into all EXCEPT which of the following types?
A)Getting rid of non-value adding steps.
B)Shifting to self-service.
C)Delivering direct service.
D)Separating services.
E)Redesigning the physical aspect of service processes.
Q3) A key problem with self-service technologies is that so few of them incorporate service recovery systems.
A)True
B)False
Q4) Describe and draw a flowchart for a possession processing service.
Q5) What is flowcharting?
Q6) Describe how poke-yokes contribute services as a fail-safe method.
Q7) Which kinds of services are the easiest to offer using SSTs. Explain why.
Q8) What are the acts that "restaurant drama" can be divided into?
Q9) What does SST stand for?
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Chapter 9: Balancing Demand against Productive Capacity
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Sample Questions
Q1) The demand on a city bus is likely to vary by all EXCEPT which of the following?
A)Time of day.
B)Day of the week.
C)Season of the year.
D)Population density in the city.
E)All of the above will likely cause demand to vary on a city bus.
Q2) All of the following are questions to ask about demand patterns and their underlying causes EXCEPT ____________.
A)Do demand levels follow a predictable cycle?
B)What are the underlying causes of these cyclical variations?
C)How much demand are competitors receiving?
D)Do demand levels seem to change randomly?
E)Can demand for a particular service over time be disaggregated by market segment?
Q3) Which company is taking advantage of reservations system to do business?
Q4) Give a situation where optimal and maximum capacities are the same.
Q5) List the six actions managers can take to adjust capacity as needed.
Q6) Demand patterns are usually random.
A)True
B)False
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Chapter 10: Crafting the Service Environment
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Sample Questions
Q1) Which of the following is not a core purpose of service environment?
A)Shape customer behavior
B)Signal quality and to position, differentiate, and strengthen the brand
C)Increase customer satisfaction
D)Be a core component in value proposition
E)Facilitate the service encounter
Q2) Which of the following fragrances would you use to boost energy levels and help make customers feel happy and rejuvenated?
A)Lemon
B)Black pepper
C)Lavender
D)Eucalyptus
E)Rose
Q3) Marketing communications attempt not to attract customers who will enhance the ambiance with their presence because of potential legal ramifications.
A)True
B)False
Q4) Describe how Spain's Guggenheim Museum in Bilbao designs its servicescape to attract visitors.
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Chapter 11: Managing People for Service Advantage
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Sample Questions
Q1) Southwest Airlines illustrates a high-involvement company.
A)True
B)False
Q2) How is Cora Griffith's work strategy indicative of the "Cycle of Success?"
Q3) All employees are eager to be empowered.
A)True
B)False
Q4) Emotional labor is when employees ____________.
A)find it hard to be emotional because they are too overworked
B)have a gap between what they feel inside, and what management expects them to display to their customers
C)have to keep their emotions under control at the work place
D)feel happy all the time because they enjoy their jobs
E)are emotionally stressed by all the demands of their jobs
Q5) Customer contact personnel have to attend to both operational and marketing goals and this causes person/role conflict.
A)True
B)False
Q6) Describe how Disney selects the right people.
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Q7) Give an example of an organization that helps company's build a service culture.
Chapter 12: Managing Relationships and Building Loyalty
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Sample Questions
Q1) The wheel of loyalty is composed of which of the following three main components?
A)Create loyalty bonds; deliver quality service; segment the market
B)Create loyalty bonds; build higher level bonds; deliver quality service
C)Build a foundation for loyalty; create bundling; build higher level bonds
D)Build a foundation for loyalty; create loyalty bonds; reduce churn drivers
E)Create loyalty bonds; understand customer value; understand service value
Q2) Discuss the benefits offered by British Airways to its Gold tier members.
Q3) "Right" customers are always big spenders.
A)True
B)False
Q4) Describe the "Iron" customer segment discussed by Zeithaml, Rust, and Lemon.
Q5) Vanguard's success is measured by which of the following?
A)Low redemption rates
B)High redemption rates
C)Low customer turnover
D)High customer turnover
E)Portfolio stability
Q6) Define loyalty in a service context.
Q7) Explain what a "structural bond" means.
Page 15
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Chapter 13: Complaint Handling and Service Recovery
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Sample Questions
Q1) Explain what is meant by a "combined guarantee."
Q2) People in lower socioeconomic levels are more likely to complain than those in higher levels.
A)True
B)False
Q3) Proper service recovery can be accomplished by making it easy for customers to give feedback, enabling effective service recovery, and establishing appropriate compensation levels.
A)True
B)False
Q4) The story about the desk clerk at the Marriott Long Wharf Hotel in Boston is a good example of what aspect of effective service recovery?
Q5) What are the three main response options for customers who experience service failures?
Q6) What is the true impact of a customer defection?
Q7) How function does a service guarantee serve for firms?
Q8) Complaining behavior can be influenced by role perceptions and social norms.
A)True
B)False
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Chapter 14: Improving Service Quality and Productivity
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Sample Questions
Q1) Discuss the advantages of using a customer's physical characteristics to increase productivity in the delivery of service quality.
Q2) ____________ 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
Q3) Some marketing strategies for customer satisfaction can prove to be costly and disruptive.
A)True
B)False
Q4) FedEx was one of the first companies to understand the need for a firm-wide index of service quality that embraced all the key activities that had an impact on customers. A)True
B)False
Q5) Discuss what could be involved in the prescription for "The Delivery Gap."
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Chapter 15: Building a World-Class Service Organization
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Sample Questions
Q1) Market losers meet some quality expectations.
A)True
B)False
Q2) For service leaders, the function of human resources is to coach and facilitate the workers.
A)True
B)False
Q3) Human leaders at the HR level of an organization need to take a service firm in the right direction.
A)True
B)False
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) Senior executives see the quality of their employees as a strategic advantage. A)True
B)False
Page 18
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