Marketing Management
Textbook Exam Questions
Course Introduction
Marketing Management explores the fundamental concepts, strategies, and practices essential for effective marketing in todays competitive business environment. The course examines key topics such as market analysis, consumer behavior, segmentation, targeting and positioning, product development, pricing strategies, distribution channels, and integrated marketing communications. With a combination of case studies, real-world examples, and theoretical frameworks, students develop skills in crafting and implementing marketing strategies to achieve organizational goals and adapt to dynamic market conditions. This course prepares students to make informed marketing decisions that drive value for both customers and organizations.
Recommended Textbook Essentials of Services Marketing 3rd Edition by
Jochen Wirtz
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15 Chapters
639 Verified Questions
639 Flashcards
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Chapter 1: Introduction to Services Marketing
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Sample Questions
Q1) 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.
Q2) Education is an example of a/an _____________ service.
A)people-processing
B)information processing
C)mental stimulus processing
D)possession-processing
E)physical processing
Answer: C
Q3) Give an example of an industry where production and consumption are separable. Answer: Dry cleaning, lawn mowing, weather forecasting, etc.
Q4) One way of avoiding turning customers away or having them wait is to use, dynamic pricing and reservations.
A)True
B)False
Answer: True
Q5) Give an example of a service that offers labor and expertise rental.
Answer: Car repair, surgery, management consultancy, etc.
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Chapter 2: Customer Behavior in a Services Context
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Sample Questions
Q1) The evoked set can be derived from past experience or competing firms.
A)True
B)False
Answer: False
Q2) In the theater metaphor, the elements include all but the following ____________.
A) positions
B)roles
C)scripts
D)service facilities
E)personnel
Answer: A
Q3) How many needs can be triggered in the pre-purchase stage?
Answer: People's unconscious mind (dreams, ego need, personal identity etc.)
Physical conditions (hunger, thirst, pain etc.)
External sources (firm's advertising, third party websites etc.)
Q4) What is the service delivery system?
Answer: The visible part of service operations system as well as the customer and other customers make up the service delivery system.
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Chapter 3: Positioning Services in Competitive Markets
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Sample Questions
Q1) An example of a determinant attribute for an airline service is ____________.
A)The quality of in-flight service
B)plane size
C)oxygen masks
D)floatation devices
Answer: A
Q2) A fully-focused organization concentrates on a narrow market segment, but has a wide range of services.
A)True
B)False
Answer: False
Q3) Dubai's Burj Al Arab is favorably positioned along which attributes?
A)Personal service
B)Convenience
C)Level of physical extravagance
D)a & b
E)a & c
Answer: C
Q4) What are the three Cs to analyze when developing a market positioning strategy?
Answer: Customer, competitor, company.
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Chapter 4: Developing Service Products Core and Supplementary Elements
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Sample Questions
Q1) The difference between a product and a service is that a product is a bundle of output while a service is a bundle of supplementary services.
A)True
B)False
Q2) 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
Q3) Which is not a form of supplementary service for a luxury hotel?
A)Room service
B)Reservation
C)Check-in/Check-out
D) Scheduling
Q4) Three factors that contribute to the success of new service development are:
A)Market synergy, organizational factors, market research factors
B)Market synergy, external factors, consumer factors
C)Organizational factors, customer ideas, value for customers
D)Market synergy, organizational factors, consumer factors.
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Chapter 5: Distributing Service through Physical and Electronic Channels
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Q1) Which one of the following methods is NOT a banking service that can be delivered remotely?
A)Face-to-face.
B)Internet.
C)Mobile phone.
D)Call centers.
E)All of the above are bank service delivery methods.
Q2) Discuss the roles that intermediaries play for service organizations.
Q3) Describe the key drivers of how consumers choose between personal, impersonal, and self-service channels.
Q4) Channel convenience is essential for successful delivery of a service through multiple channels.
A)True
B)False
Q5) Describe the three ways information-based services can be distributed internationally and give an example of each.
Q6) List the five factors that encourage extended operating hours.
Page 7
Q7) What are the three options for entering international markets?
Q8) What is channel integration?
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Page 8
Chapter 6: Setting Prices and Implementing Revenue Management
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Q1) Revenue management involves setting prices according to predicted demand levels among different market segments.
A)True
B)False
Q2) The pricing tripod consists of costs, competition and volume.
A)True
B)False
Q3) How can firms have revenue management practices and yet still have customer satisfaction, trust and good will?
Q4) Variable costs include all but which of the following?
A)Labour Cost
B)Fuel Cost
C)Repairs costs
D)Salaries
Q5) Firms do not need to consider post-purchase costs, as they occur after the firm has already secured a purchase.
A)True
B)False
Q6) Describe how airlines utilize revenue management to enhance profitability.
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Chapter 7: Promoting Services and Educating Customers
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Sample Questions
Q1) Service delivery channels include ____________.
A)Service outlets
B)Self-service delivery points
C)Front-line employees
D)All of the above
Q2) Describe the differences between traditional marketing communication strategies and service business communication strategies.
Q3) Corporate design ties together and reinforces all communications to deliver strong brand identity.
A)True
B)False
Q4) Corporate communication is essential to ensure that a consistent style and message is communicated through all the channels
A)True
B)False
Q5) Give an example of how Starbucks can show the contribution of service personnel and backstage operations.
Q6) What form of communication, or communication medium, has made Google immensely successful?
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Chapter 8: Designing and Managing Service Processes
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Sample Questions
Q1) Service process redesign efforts typically focus on achieving all EXCEPT which of the following key performance measures?
A)Reduced number of service failures.
B)Reduced cycle time.
C)Enhanced productivity.
D)Increased profitability.
E)Increased customer satisfaction.
Q2) How many "acts" does a meal at Chez Jean consist of?
A)One act
B)Two acts
C)Three acts
D)Four acts
E)Five acts
Q3) A key characteristic of service blueprinting is that it makes little or no distinction between what customers experience "front-stage" and the activities of employees and support processes "backstage."
A)True
B)False
Q4) What does SST stand for?
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Chapter 9: Balancing Demand against Productive Capacity
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Q1) Describe how optimum and maximum capacities may differ in the restaurant industry.
Q2) We need to have queuing or reservations systems because demand cannot be inventoried.
A)True
B)False
Q3) Good records of a firm's transactions can help one to understand demand patterns.
A)True
B)False
Q4) Which of the following is NOT one of the ways to change the overall level of capacity to match demand variations?
A)Use part-time employees.
B)Ask customers to share.
C)Invite customers to perform self-service.
D)Cross-train employees.
E)Share facilities with the supplier.
Q5) What are the two basic approaches to fluctuating demand?
12
Q6) Describe what the term "yield" means in the context of a reservation strategy.
Q7) List the four key marketing strategies that can be employed to reshape demand.
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Chapter 10: Crafting the Service Environment
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Q1) A community center that designs classrooms in a U-shaped manner to facilitate bringing people together is considering which aspect of crafting the service environment?
Q2) What are the three stages of the Mehrabian-Russell Stimulus-Response Model?
Q3) List the four key things that signs can be used for in a servicescape.
Q4) The appearance of both service personnel and customers can reinforce or detract from the impression created by the service environment.
A)True
B)False
Q5) Staff acting as Cinderella or the seven dwarfs at Disney theme parks are part of the service environment.
A)True
B)False
Q6) Describe how Spain's Guggenheim Museum in Bilbao designs its servicescape to attract visitors.
Q7) Signs are frequently used to teach and reinforce behavioral rules in service settings.
A)True
B)False
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Chapter 11: Managing People for Service Advantage
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Sample Questions
Q1) Companies that engage in a "Cycle of Success" are more likely to have which of the following?
A)Happier employees
B)More loyal customers
C)Higher profit margins
D)Better wages
E)All of the above
Q2) Discuss why call centers are important or unimportant to customer perceptions of service firms. Give an example to back up your argument.
Q3) 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
Q4) All employees are eager to be empowered.
A)True
B)False
Q5) What are the three levels of employee involvement?
Q6) How can firms build a strong service culture?
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Chapter 12: Managing Relationships and Building Loyalty
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Sample Questions
Q1) Rather than transforming the entire business, service firms should focus on clearly defined problems within their customer relationship cycle.
A)True
B)False
Q2) Why do firms benefit from a price premium with loyal customers?
Q3) Customers derive benefits of greater confidence, social benefits and special treatment from loyal relationships with firms.
A)True
B)False
Q4) True loyalty refers to a high "share of heart" where customers have a true liking of the brand/service.
A)True
B)False
Q5) What are the three clusters of benefits that customers derive from relationships with the firm?
Q6) Describe the "Iron" customer segment discussed by Zeithaml, Rust, and Lemon.
Q7) Define loyalty in a service context.
Q8) What benefits do customers derive from relationships in service industries?
Q9) Discuss the framework of the five key processes involved in a CRM strategy.
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Chapter 13: Complaint Handling and Service Recovery
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Sample Questions
Q1) How many failures can a service firm commit before the recovery paradox is wiped out?
A)One failure
B)Two failures
C)Three failures
D)Four failures
E)Five failures
Q2) Explain what is meant by a "combined guarantee."
Q3) Give an example of a full-satisfaction guarantee.
Q4) Give an example of a single attribute-specific guarantee.
Q5) ____________ involves the employees of the firm who provide the service recovery and their behavior toward the customer.
A)Procedural justice
B)Legal justice
C)Interactional justice
D)Relational justice
E)Outcome justice
Q6) How function does a service guarantee serve for firms?
Q7) Explain what is meant by "the service recovery paradox."
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Q8) Who are airline customers most likely to complain about an unsatisfactory meal?
Chapter 14: Improving Service Quality and Productivity
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Q1) Which factors in service redesign can lead to productivity-customer satisfaction alignment?
A)Leaner design
B)Faster design
C)Convenient design
D)All of the above
Q2) TQM comprises of requirements, definitions, guidelines, and related standards to provide independent quality assessment.
A)True
B)False
Q3) Discuss what the six sigma approach is and how it can be applied to service quality and productivity.
Q4) Describe one of the primary components of the prescription for the policy gap.
Q5) Some marketing strategies for customer satisfaction can prove to be costly and disruptive.
A)True
B)False
Q6) Give an example of biometric test usage in a service environment.
Q7) What is the collection of customer feedback tools that a firm can use?
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Chapter 15: Building a World-Class Service Organization
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Sample Questions
Q1) Service leaders are recognized for innovation, focus, and excellence .
A)True
B)False
Q2) Which of the following is NOT a service performance level?
A)Service losers
B)Service non-entities
C)Service professionals
D)Service providers
Q3) Market losers meet some quality expectations.
A)True
B)False
Q4) Service excellence is often underpinned by effective use of teams.
A)True
B)False
Q5) What is required to transform a service firm from a service loser into a service leader?
Q6) Service non-entities have a clear market positioning strategy.
A)True
B)False
Page 18
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