Retail Marketing
Final Test Solutions
Course Introduction
Retail Marketing explores the strategies and techniques employed by retailers to attract and retain customers in a competitive marketplace. This course examines topics such as consumer behavior, retail store layout and design, merchandising, pricing strategies, branding, and the impact of digital transformation on retail environments. Students will analyze case studies from various retail sectors and learn how to develop effective marketing plans that address both traditional brick-and-mortar and e-commerce platforms. Through practical assignments and discussions, the course prepares students to understand and respond to the evolving challenges and opportunities in the retail industry.
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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43 Verified Questions
43 Flashcards
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Sample Questions
Q1) Give an example of how the Internet is changing the face of service industries. Answer: The Internet is transferring power from suppliers to customers, particularly in consumer markets. For example, travel agencies are being replaced by Web sites like Orbitz, Travelocity, and Priceline. These sites allow customers to shop around for the best prices with greater ease. They have in effect changed the distribution system to favor the consumer.
Q2) China is experiencing rapid economic growth and this stimulates demand for production and business services.
A)True
B)False Answer: False
Q3) Services can be outsourced today to cheaper destinations anywhere in the world. A)True
B)False Answer: True
Q4) Airbnb is an example of peer-to-peer service.
A)True
B)False Answer: True
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Chapter 2: Customer Behavior in a Services Context
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45 Verified Questions
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Sample Questions
Q1) Explain how a firm like Zurich Insurance can reduce customer perceptions of risk. Answer: Zurich Bank can display what the bank can do for its customers in its advertising. They can help the customers understand the benefits and usage of the service and how a customer can enjoy the tangible product. They can also encourage prospective customers to preview the service through brochures, Web sites, and videos.
Q2) What type of risk reduction strategy would you suggest a golf course employ to reduce customer fears about rain cancellations?
Answer: Provide rain checks that allow consumers to continue play at a later date.
Q3) Airlines are considered a low-contact service when compared to auto repair. A)True B)False
Answer: False
Q4) 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?
Q5) Give an example of a restaurant's credence attribute. Answer: Kitchen hygiene.
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Chapter 3: Positioning Services in Competitive Markets
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45 Verified Questions
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Sample Questions
Q1) What are the two dimensions along which a company's focus can be described? Answer: Market and service.
Q2) Lasik eye surgery and Starbucks are examples of which focus strategy?
A)Market focus.
B)Fully focused.
C)Service focused.
D)Partially focused.
E)Unfocused.
Answer: B
Q3) LinkedIn positioned itself away from other social sites by focusing exclusively on personal networking and party snapshots.
A)True
B)False Answer: False
Q4) Customers can often be segmented based on their willingness to pay a higher price to obtain higher levels of service.
A)True
B)False Answer: True
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Chapter 4: Developing Service Products Core and Supplementary Elements
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Sample Questions
Q1) Supplementary services play an important role in differentiation and positioning when core products become commoditized.
A)True
B)False
Q2) To obtain full value from any good or service, customers need relevant information.
A)True
B)False
Q3) Provide an example of a major process innovation.
Q4) Endorsed brands do not feature the corporate name.
A)True
B)False
Q5) 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
Q6) List three examples of order-taking elements in order entry.
Q7) Give two examples of billing elements.
Q8) What are the two roles of supplementary services?
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Chapter 5: Distributing Service through Physical and Electronic Channels
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Sample Questions
Q1) List the six options for service delivery (three natures of interaction between the customer and service organization; two availabilities of service outlets) and provide an example of a service that falls into each category.
Q2) The convenience of service factory locations and operational schedules assumes great importance when a customer has to physically present throughout the service delivery or even just to initiate and terminate the transaction.
A)True
B)False
Q3) Starbucks uses GIS software as a part of its site selection.
A)True
B)False
Q4) Taco-Bell's K-Minus strategy is an example of an innovation in locating in multi-purpose facilities.
A)True
B)False
Q5) Discuss the roles that intermediaries play for service organizations.
Q6) How does the control of IP and sources of value creation, as well as the degree of customer interaction affect international market entry?
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Chapter 6: Setting Prices and Implementing Revenue Management
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Sample Questions
Q1) Tickets.com is a good example of a firm that successfully generated more revenue by implementing dynamic pricing.
A)True
B)False
Q2) Discuss how service firms can minimize non-monetary purchase costs.
Q3) Describe the concept of price elasticity and draw a graph comparing consumers with high and low elasticity.
Q4) 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
Q5) Variable costs include all but which of the following?
A)Labour Cost
B)Fuel Cost
C)Repairs costs
D)Salaries
Q6) What are the objectives for pricing of services? Page 8
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Page 9
Chapter 7: Promoting Services and Educating Customers
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Sample Questions
Q1) In order to manage service encounter, services communication tries to ____________.
A)build awareness
B)manage customer satisfaction
C)develop liking
D)familiarize customers with the service process in advance
Q2) List the five W's in the checklist for marketing communications planning.
Q3) Corporate communication is essential to ensure that a consistent style and message is communicated through all the channels
A)True
B)False
Q4) What are the common communication objectives along the communication funnel?
Q5) What form of communication, or communication medium, has made Google immensely successful?
Q6) Advertising serves to build awareness, inform, persuade, and remind.
A)True
B)False
Q7) Give an example of how Starbucks can show the contribution of service personnel and backstage operations.
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Chapter 8: Designing and Managing Service Processes
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Sample Questions
Q1) A blueprint specifies in some detail how a service process should be constructed.
A)True
B)False
Q2) What is the only fail point in the service blueprint that was listed as physical evidence in the restaurant drama?
Q3) What are the acts that "restaurant drama" can be divided into?
Q4) 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
Q5) Which aspect of service process redesign did FedEx employ when it transferred more than 50 percent of its transactions from call centers to its Web site?
Q6) Describe how poke-yokes contribute services as a fail-safe method.
Q7) What is flowcharting?
Q8) What does SST stand for?
11
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Chapter 9: Balancing Demand against Productive Capacity
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Sample Questions
Q1) Good records of a firm's transactions can help one to understand demand patterns.
A)True
B)False
Q2) Describe four of the ten propositions on the psychology of waiting lines.
Q3) List the six actions managers can take to adjust capacity as needed.
Q4) Medical clinics, hotels, and passenger aircrafts are all examples of physical facilities designed to contain goods and services.
A)True
B)False
Q5) Describe what the term "yield" means in the context of a reservation strategy.
Q6) What are the two basic approaches to fluctuating demand?
Q7) 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.
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Chapter 10: Crafting the Service Environment
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Sample Questions
Q1) List the five guidelines for parking design described in the chapter.
Q2) Which of the following is an ambient condition?
A)Facility layout
B)Displays
C)Music
D)Location
E)Price
Q3) In environmental psychology the typical outcome variable is ____________ or ____________ of an environment.
A)service; repurchase
B)control; reproach
C)control; avoidance
D)control; sensibility
E)approach; avoidance
Q4) Describe what is meant by a holistic view of a service environment and provide examples.
Q5) Servicescapes help to shape the desired feelings and reactions in customers and employees.
A)True
B)False
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Chapter 11: Managing People for Service Advantage
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Sample Questions
Q1) Employees should be trained in all these areas EXCEPT ____________.
A)organizational culture
B)organizational revenue
C)service knowledge
D)interpersonal skills
E)product knowledge
Q2) One of Ritz-Carlton's hiring principles is ____________.
A)maintain a tight knit group
B)hire people with the right personality
C)"training, training, training"
D)customer service is first
E)new hires lead the way
Q3) Services need to train employees to deal with stress, difficult customers, and get support from their team leaders.
A)True
B)False
Q4) How does Southwest Airlines ensure continuation of the firm's family feel?
Q5) Give two reasons for using multiple interviewers.
Q6) How is Cora Griffith's work strategy indicative of the "Cycle of Success?"
Q7) What is job content?
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Chapter 12: Managing Relationships and Building Loyalty
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Sample Questions
Q1) Common failures in CRM implementation include all of the following EXCEPT
A)employee enthusiasm about CRM
B)inadequate support from top management.
C)inadequate understanding of customer lifetime value
D)lack of coordination
E)failure to reengineer business processes
Q2) Part of British Airways' strategy is that customers can earn BA points and air miles on other airlines.
A)True
B)False
Q3) 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
Q4) Discuss how tiering helps a leading U.S. market research agency better understand its customers.
Q5) Describe the "Iron" customer segment discussed by Zeithaml, Rust, and Lemon.
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Chapter 13: Complaint Handling and Service Recovery
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Sample Questions
Q1) All of the following are jaycustomers EXCEPT ___________.
A)The Cheat
B)The Rule Breaker
C)The Belligerent
D)The Deadbeat
E)The Hooligan
Q2) 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
Q3) Interactional justice involves the employees of the firm who provide the service recovery and their behavior toward the customer.
A)True
B)False
Q4) Conditional guarantees are more effective.
A)True
B)False
Page 16
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Chapter 14: Improving Service Quality and Productivity
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Sample Questions
Q1) Explain the Service Quality-Productivity-Profit Triangle.
Q2) Hard measures are used to measure service quality by talking to the customers.
A)True
B)False
Q3) What is service quality?
Q4) Which of the following is the best example of the source of a delayed flight caused by front-stage personnel?
A)Air traffic
B)Late food service
C)Late fuel
D)Gate agents cannot process passengers quickly enough
E)Poor announcement of departures
Q5) FedEx's Service Quality Indicator is a 10-item measure of satisfaction and service quality from the customers' viewpoint.
A)True
B)False
Q6) Describe what is involved when an auditor conducts a quality analysis at Holiday Inn hotels.
Q7) 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) Service non-entities have a clear market positioning strategy.
A)True
B)False
Q2) Customers patronize service ________ for reasons other than performance
A)losers
B)non-entities
C)professionals
D)leaders
Q3) For service leaders, the function of human resources is to coach and facilitate the workers.
A)True
B)False
Q4) Service excellence is often underpinned by effective use of teams.
A)True
B)False
Q5) Market losers meet some quality expectations.
A)True
B)False
Q6) What is required to transform a service firm from a service loser into a service leader?
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