Retail Marketing Exam Materials
Course Introduction
Retail Marketing explores the unique principles, strategies, and practices essential to effectively marketing products and services in a retail environment. The course covers the role of retailing in the distribution process, consumer behavior in the retail context, retail store layout and design, merchandise planning, pricing strategies, omnichannel retailing, and the use of technology and digital platforms in enhancing the customer experience. Students will examine case studies and real-world examples to understand the dynamic retail landscape and develop skills to create and implement marketing plans that address contemporary challenges and opportunities in retailing.
Recommended Textbook Services Marketing Concepts Strategies and Cases 5th Edition by K. Douglas Hoffman
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15 Chapters
594 Verified Questions
594 Flashcards
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Page 2
Chapter 1: An Introduction to Services
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36 Flashcards
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Sample Questions
Q1) What is the approximate percentage of the United States' gross domestic product generated by the service sector?
A)87%
B)79%
C)67%
D)57%
E)47%
Answer: B
Q2) The component of the servuction model over which most service firms have the least control is:
A)servicescape.
B)organization and systems.
C)other customers.
D)contact personnel.
E)service providers.
Answer: C
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Page 3
Chapter 2: The Services Sector: Supersectors and Ethical
Considerations
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Sample Questions
Q1) Paying close attention to whether one's actions are right or wrong and why one is behaving in that manner is referred to as:
A)business ethics.
B)dichotomization of wealth.
C)ethical vigilance.
D)service ethics.
E)materialismo snobbery.
Answer: C
Q2) The financial activities supersector consists of all the following except:
A)Finance.
B)Insurance.
C)Social Assistance.
D)Investments.
E)Securities.
Answer: C
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Chapter 3: Fundamental Differences Between Goods and Services
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Sample Questions
Q1) Services are characterized by all of the following characteristics except:
A)intangibility.
B)homogeneity.
C)perishability.
D)inseparability.
E)heterogeneity. Answer: B
Q2) The unique service characteristic that deals specifically with the inability to inventory services is:
A)inseparability.
B)intangibility.
C)homogeneity.
D)perishability.
E)heterogeneity.
Answer: D
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Page 5
Chapter 4: Serviced Consumer Behavior
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Sample Questions
Q1) Services tend to be characterized by:
A)search attributes.
B)experience attributes.
C)credence attributes.
D)search and experience attributes.
E)experience and credence attributes.
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) What type of control has the ability to control what is actually going on?
A)behavioral control
B)cognitive control
C)service control
D)perception of control
E)none of these
Q4) Explain why consumers of services tend to be more brand loyal.
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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) A volume-oriented positioning strategy is achieved by:
A)increasing divergence.
B)reducing divergence.
C)increasing complexity.
D)reducing complexity.
E)unbundling the service.
Q3) With regards to constructing a service blueprint,the time required to perform one activity at one station is called:
A)process time.
B)activity time.
C)maximum output per hour.
D)operation time.
E)bottleneck time.
Q4) Discuss the strategies available for new service development.
Q5) Describe the difficulties associated with applying efficiency models to service organizations.
Q6) Discuss the type of operation that would typify peak efficiency.
Page 7
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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) The negative effect of cross-price elasticity in which the increasing price of one service decreases the demand for another service is said to be:
A)unitary.
B)substitutes.
C)complementary.
D)inelastic.
E)elastic.
Q3) The pricing strategy that is a form of relationship pricing is:
A)activity-based costing.
B)price bundling.
C)benefit-driven pricing.
D)flat-rate pricing.
E)efficiency pricing.
Q4) Discuss the concept of cross-price elasticity as it relates to service pricing.
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Chapter 7: Developing the Service Communication Strategy
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Sample Questions
Q1) The most important piece of regular communication with clients should be the firm's:
A)business cards.
B)brochure.
C)newsletter.
D)billing materials.
E)letterhead.
Q2) Which of the following is NOT a special consideration that pertains to professional service providers?
A)client uncertainty
B)third-party accountability
C)difficulties in maintaining quality control
D)limited differentiability
E)tendencies to be proactive rather than reactive
Q3) Discuss the concept of "visual pathway."
Q4) Discuss the steps necessary to manage the firm's service communication strategy effectively.
Q5) Explain the difference between type 1,type 2,and type 3 service personnel.
9
Q6) Discuss the special challenges of professional service providers.
Q7) Discuss the basic guidelines for developing service communications.
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Chapter 8: Managing the Firms Physical Evidence
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Sample Questions
Q1) Cognitive responses to the firm's servicescape include all of the following except:
A)beliefs or opinions.
B)categorization.
C)the inference of symbolic meaning.
D)feelings of contentedness or anxiety.
E)beliefs or opinions,and feelings of contentedness or anxiety.
Q2) Which of the following statements pertaining to colors is false?
A)Hues are the actual colors such as red,blue,or yellow.
B)Warm colors are perceived as aloof or formal.
C)Children appear to favor brighter colors.
D)Adults tend to favor softer tones.
E)Dark colors make large empty spaces look smaller.
Q3) The ____ model helps explain the effects of the service environment on consumer behavior.
A)servuction model
B)scale of market entities
C)conceptual model of service quality
D)service blueprint
E)stimulus-organism-response
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Page 10
Chapter 9: People As Strategy: Managing Service Employees
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Sample Questions
Q1) Which of the following tests of reward effectiveness reflects the notion that if rewards are given to the wrong people for the wrong reasons,they should not be lifelong?
A)availability
B)flexibility
C)visibility
D)durability
E)reversibility
Q2) Which of the following customers needs to be "moved offstage" as quickly as possible?
A)Egocentric Edgar
B)Badmouth Betty
C)Hysterical Harold
D)Dictatorial Dick
E)Badmouth Betty and Hysterical Harold
Q3) The firm produces a low-cost,high-volume product.
A)control-oriented approach
B)involvement-oriented approach
Q4) Discuss the customer profiles developed to assist customer contact personnel in dealing with "customers from hell."
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Chapter 10: People As Strategy: Managing Service Customers
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Sample Questions
Q1) The management of a diverse group of customers with different needs within the same service setting is called:
A)consumer socialization.
B)compatibility management.
C)market-focused management.
D)industrial management.
E)service inclusion.
Q2) Which of the following is considered to feel like the longest wait of all?
A)uncertain wait
B)unoccupied wait
C)preprocess wait
D)in-process wait
E)post-process wait
Q3) Which of the following is an example of a business with a low-contact system?
A)self-service gasoline station
B)hair salon
C)self-scanning,self-bagging supermarket
D)maid service while client is out
E)seat-yourself restaurant
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) Which of the following statements regarding customer satisfaction is incorrect?
A)Bad news is communicated to more people than good news.
B)Complainers are more likely to do business with you again than noncomplainers.
C)The average business hears from more than 10% of its unhappy customers.
D)For every complaint received,26 customers actually have the same problem.
E)Of customers who have their complaints resolved quickly,95% will continue to conduct business with the firm.
Q2) ____ is the level of service the customer actually wants to receive.
A)Desired service
B)Predicted service
C)Perceived service
D)Adequate service
E)Derived expectations
Q3) The zone of tolerance is most directly related to which of the following unique service attributes?
A)intangibility
B)perishability
C)heterogeneity
D)inseparability
E)homogeneity
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Chapter 12: Defining and Measuring Service Quality
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Sample Questions
Q1) The component of a firm's service quality information system that assesses the firm's and competitor's service quality ratings is:
A)solicitation of customer complaints.
B)customer focus group interviews.
C)employee surveys.
D)mystery shopping.
E)total market service quality survey.
Q2) Which of the following is NOT a component of a service quality information system?
A)mystery shopping
B)customer retention interviews
C)after-sale surveys
D)employee surveys
E)total market service quality surveys
Q3) _____ examine(s) the customer'sperspective of a firm's strengths and weaknesses.
A)Customer research
B)Employee survey
C)Noncustomer research
D)Customer complaints
E)Service quality survey
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Page 14
Chapter 13: Complaint and Service Recovery Management
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Sample Questions
Q1) dirty silverware in a restaurant
A)core service failures
B)failures relating to customerneeds and requests
C)failures relating to unprompted/unsolicited employee actions
Q2) 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
Q3) rude service providers
A)core service failures
B)failures relating to customerneeds and requests
C)failures relating to unprompted/unsolicited employee actions
Q4) Distinguishthe following types of complaints: instrumental,noninstrumental,ostensive,and reflective.Provide an example of each.
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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) Define the concepts and explain the relationship between customer loyalty and customer retention.
Q3) Experts in the area of guarantees believe that guarantees are most effective for professional service providers under which of the following conditions?
A)Prices are high.
B)The costs of a negative outcome are high.
C)Buyer resistance is high.
D)Brand recognition is difficult to achieve.
E)All of these conditions apply.
Q4) Discuss the differences between an implicit guarantee,a specific result guarantee,and an unconditional guarantee.
Q5) Under what conditions is it no longer worthwhile to keep a customer?
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Chapter 15: Pulling the Pieces Together: Creating a World
Class Service Culture
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Sample Questions
Q1) Each department within an organization is driven by its own internal logic.Which of the following statements most accurately reflects operations logic?
A)Cost reduction can be obtained through mass production.
B)"Families" of personnel should reinforce one another on the job.
C)Personnel should be able to break organization rules in the context of serving the customer.
D)Customers should be provided with options that enable them to meet their individual needs.
E)Recruiting and training are essential in developing existing personnel.
Q2) Discuss the importance of organizational culture
Q3) Which of the following is NOT a major component of the service audit?
A)profit and growth audit
B)employee productivity audit
C)customer satisfaction audit
D)servuction system audit
E)leadership audit
Q4) Briefly discuss the six key relationships depicted in the "service triangle."
Q5) Discuss the major objectives of a service audit.
Q6) Discuss the concept of seamlessness.
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