Service Marketing
Final Test Solutions
Course Introduction
Service Marketing explores the unique challenges involved in marketing services as opposed to physical products. This course examines the distinctive characteristics of services, such as intangibility, inseparability, variability, and perishability, and how they impact marketing strategies. Students will learn about the service marketing mix (7 Ps), customer relationship management, service quality, and techniques for measuring and improving customer satisfaction. Through case studies and real-world examples, the course provides insight into effective service design, communication, delivery, and the role of technology in enhancing service experiences across various industries.
Recommended Textbook
Marketing The Core 5th Edition Canadian by Roger A. Kerin
Available Study Resources on Quizplus
15 Chapters
1617 Verified Questions
1617 Flashcards
Source URL: https://quizplus.com/study-set/3094
Page 2
Chapter 1: Marketing Fundamentals
Available Study Resources on Quizplus for this Chatper
122 Verified Questions
122 Flashcards
Source URL: https://quizplus.com/quiz/61321
Sample Questions
Q1) The marketing mix refers to the 4 Ps - product, price, promotion, and place.
A)True
B)False Answer: True
Q2) Strategic alliance is a form of partnership marketing.
A)True
B)False Answer: True
Q3) The term market is best defined as:
A)people with a need and a want for a product.
B)organizations with the need and desire for a product.
C)organizations with products that satisfy people's needs and wants.
D)potential consumers with both the willingness and ability to buy. Answer: D
Q4) Consumers' rights to privacy and do-not-track policies are important issues for marketers.
A)True
B)False Answer: True
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: The Marketing Environment
Available Study Resources on Quizplus for this Chatper
136 Verified Questions
136 Flashcards
Source URL: https://quizplus.com/quiz/61320
Sample Questions
Q1) Which of the following is the difference between baby boomers and Generation Y?
A)Generation Y prefer products such as video games, whereas baby boomers are avid users of social media.
B)Baby boomers prefer technological products more than the Generation Y.
C)Generation Y are highly brand loyal, whereas baby boomers are not brand loyal.
D)Baby boomers spend more on consumer goods, whereas Generation Y spend more on music and computer goods.
Answer: D
Q2) Competitive forces refer to alternative products that can satisfy a specific market's needs.
A)True
B)False
Answer: True
Q3) Which of the following is a valid observation of socio-cultural changes?
A)Straightforward statistical data is available on societal and cultural shifts in attitudes.
B)Socio-cultural changes tend to be gradual in nature.
C)It is easy to identify societal and cultural shifts in attitudes.
D)Socio-cultural changes can be monitored clearly.
Answer: B
To view all questions and flashcards with answers, click on the resource link above.
Page 4
Chapter 3: Consumer Behaviour
Available Study Resources on Quizplus for this Chatper
111 Verified Questions
111 Flashcards
Source URL: https://quizplus.com/quiz/61319
Sample Questions
Q1) Jamie decides to buy a laptop for himself.He inquires about different brands from his friends who already have laptops.He also puts up his hunt for the "right laptop" on Facebook, expecting reviews from friends who own laptops.Isaac, Jamie's friend who owned a particular laptop, told Jamie that the laptop had excellent features, and it was one of his best investments.He analyzes the responses and decides to buy the laptop Isaac has. Which type of problem solving is Jamie engaged in while purchasing a laptop?
A)extended problem solving
B)selective problem solving
C)limited problem solving
D)routine problem solving
Answer: A
Q2) What is consumer socialization? How do children learn how to purchase?
Answer: Consumer socialization is a process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers.Children learn how to purchase by interacting with adults in purchase situations, in their own purchasing, and in product usage experiences.Children may also, at a young age, develop brand preferences that may last a lifetime.
To view all questions and flashcards with answers, click on the resource link above. Page 5
Chapter 4: Market Research Metrics and Analytics
Available Study Resources on Quizplus for this Chatper
116 Verified Questions
116 Flashcards
Source URL: https://quizplus.com/quiz/61318
Sample Questions
Q1) Which of the following is true about social listening?
A)The metrics derived from social listening can measure only popularity scores.
B)Social listening is an ethically sound and reliable exploratory research technique.
C)Social listening is a form of descriptive research technique.
D)Social listening monitors online consumer conversations on social media sites such as social networks, blogs, and forums.
Q2) Which of the following is true of information requirements and collection of data?
A)Market research studies should collect information that is interesting.
B)Collecting interesting information is less time-consuming and cost-effective than collecting mundane information.
C)Researchers can purchase data from a pre-existing study.
D)Determining how to collect the data is more important than actually collecting the data.
Q3) What are online research bulletin boards?
Q4) What is the key difference between probability and non-probability sampling?
Q5) Explain descriptive research.
Q6) Why is market research important?
To view all questions and flashcards with answers, click on the resource link above.
Page 6
Chapter 5: B2B Marketing
Available Study Resources on Quizplus for this Chatper
105 Verified Questions
105 Flashcards
Source URL: https://quizplus.com/quiz/61317
Sample Questions
Q1) Five Star Windows (FSW) manufactures high-quality, energy-efficient windows for homes and offices.The number of windows sold is directly linked to the number of new homes built.The sales of FSW's windows go up when the economy is strong and many homes are being built.This information reveals that the demand for FSW's windows is an example of _____.
A)derived demand
B)the price-quality relationship
C)the acceleration principle
D)price elasticity
Q2) The North American Industry Classification System (NAICS) permits a firm to:
A)find the NAICS codes of its present customers and then obtain NAICS-coded lists for similar firms.
B)get the names of the purchasing agents of all prospective customers.
C)sell to any company within North America as long as it is not a monopoly.
D)engage in benchmarking with companies manufacturing and/or marketing similar products.
Q3) What is the North American Industry Classification System (NAICS)?
Q4) Describe the three major types of organizational markets.
Q5) What are the characteristics of the organizational buying process?
Q6) Differentiate between traditional and reverse auctions.
Page 7
To view all questions and flashcards with answers, click on the resource link above.
Chapter 6: Segmentation Targeting and Positioning
Available Study Resources on Quizplus for this Chatper
97 Verified Questions
97 Flashcards
Source URL: https://quizplus.com/quiz/61316
Sample Questions
Q1) _____ looks at why consumers buy a product, the product benefit, how the product is used, and whether consumers are brand loyal in their purchase behaviour.
A)Ethnographics
B)Demographics
C)Geographics
D)Behaviouristics
Q2) YourIdea.com is an online shopping portal that allows its customers to personalize mugs, pens, and photo frames.Which of the following approaches is the company following?
A)mass marketing
B)niche marketing
C)segment marketing
D)individualized marketing
Q3) Product positioning refers to the impression of the product one wants to establish in consumers' minds relative to their needs and also in contrast to the competition.
A)True
B)False
Q4) Explain the variables used to segment target markets using geographics.
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: Products and Brands
Available Study Resources on Quizplus for this Chatper
105 Verified Questions
105 Flashcards
Source URL: https://quizplus.com/quiz/61315
Sample Questions
Q1) Andrea owns We Help, a concierge company with 63 employees providing everyday services such as walking dogs, running errands such as going to the post office, paying bills, and picking up groceries from supermarket. Andrea's regular customers are provided with the same employees to run their errands in order to ensure _____.
A)consistency
B)tangibility
C)congruity
D)flexibility
Q2) The name, phrase or symbol that help consumers identify a unique product are called the
A)Product mix
B)trademark
C)Brand
D)license
Q3) A private label brand
A)Refers to a brand that is owned by the wholesaler or retailer
B)Is sold across a variety of retail outlets
C)Is generally seen as superior in quality to a similar manufacturer's brand
D)is identical to a generic brand
To view all questions and flashcards with answers, click on the resource link above.
Page 9
Chapter 8: New Product Development
Available Study Resources on Quizplus for this Chatper
107 Verified Questions
107 Flashcards
Source URL: https://quizplus.com/quiz/61314
Sample Questions
Q1) Explain test marketing.Give an example.
Q2) What is business analysis?
Q3) Commercialization is the step when a new product is brought to market with full-scale production, sales, and marketing support.
A)True
B)False
Q4) Access to distribution with big box retailers is a typical sign of products in the growth stage.
A)True
B)False
Q5) In the product life cycle, harvesting occurs when a product is discontinued.
A)True
B)False
Q6) Fragrances & Flowers, a perfume brand, introduces fruit-fragrance perfumes for a limited period of time in Ontario.This is known as test marketing.
A)True
B)False
Q7) What are the three different types of innovations? Give examples of each.
Q8) What are concept tests?
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: Pricing
Available Study Resources on Quizplus for this Chatper
108 Verified Questions
108 Flashcards
Source URL: https://quizplus.com/quiz/61313
Sample Questions
Q1) Explain the concept of bundle pricing.Give an example of bundle pricing.
Q2) _____ is charging different prices to maximize revenue for a set amount of capacity at any given time.
A)Demand backward pricing
B)Penetrating pricing
C)Yield management pricing
D)Skimming pricing
Q3) The owner of Clock Winds incurs a fixed cost of $20,000 for equipment, taxes, and its bank loan.The unit variable cost for labour, materials, and promotional costs is $20.If the price charged for each clock is $40, what is the break-even point quantity?
A)800
B)1,500
C)1,000
D)1,200
Q4) Seasonal discounts are used by firms to encourage customers to buy larger quantities of a product.
A)True
B)False
Q5) How does skimming pricing strategy work?
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: Marketing Channels and Supply Chain
Available Study Resources on Quizplus for this Chatper
112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/61312
Sample Questions
Q1) Berta does online research on laptops.She reads various reviews by laptop owners and makes her choice.She later goes to a retail store to purchase the laptop.Berta is a cross-channel shopper.
A)True
B)False
Q2) Tiffany & Co., the exclusive jewellery retailer, manufactures about half of the fine jewellery items that are offered for sale through its 150 stores and boutiques worldwide.This is an example of backward integration.
A)True
B)False
Q3) What kind of conflict is reflected when Lez has a disagreement over the product's price with one of its wholesalers?
A)disintermediation
B)vertical conflict
C)horizontal conflict
D)selective conflict
Q4) Business channels are typically shorter than consumer channels.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 12
Chapter 11: Retailing and Wholesaling
Available Study Resources on Quizplus for this Chatper
110 Verified Questions
110 Flashcards
Source URL: https://quizplus.com/quiz/61311
Sample Questions
Q1) The store also offers advice, personal shopping services, help with hair and/or make-up problems, and free delivery for expectant mothers.Mamma's Palace is a _____ retailer.
A)exclusive-service
B)minimal-service
C)self-service
D)full-service
Q2) Mercedes-Benz sells the B series cars in Canada but not in the United States.This is most likely because
A)They want to limit the number of autos they sell in the U.S.market
B)The B series vehicles don't appeal to the target market identified in the U.S.
C)Sales in Canada are sufficient to meet Mercedes-Benz goals
D)NAFTA regulations do not permit the B Series vehicles into the U.S.
Q3) What level of retail service do home building-supply outlets, discount stores, and catalogue showrooms typically provide?
A)full service
B)limited service
C)self-service
D)customized service
Q4) What is off-price retailing? How is it different from a discount store?
Page 13
To view all questions and flashcards with answers, click on the resource link above.
Chapter 12: Marketing Communications
Available Study Resources on Quizplus for this Chatper
93 Verified Questions
93 Flashcards
Source URL: https://quizplus.com/quiz/61310
Sample Questions
Q1) Which of the following is a key advantage of regulatory bodies for marketers?
A)Marketers have a lot of control over the messages they send.
B)Marketers can be well-versed on the limitations with regards to advertising.
C)They are not useful for marketers with small budgets.
D)Marketers have little control over the messages they send.
Q2) A consumer company sells discount tickets along with the products that they sell.Customers are offered price reductions in exchange for the tickets for subsequent purchases.Identify the promotional tool that the company is using in this case.
A)coupon
B)premiums
C)contest
D)rebate
Q3) _____ is a marketing communications tool designed to communicate with consumers one-on-one and to elicit a direct action either online or offline.
A)Public relations
B)Sales promotion
C)Direct response
D)Mass advertising
Q4) Explain the concepts of Paid, owned and earned media.
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Digital Marketing Communications
Available Study Resources on Quizplus for this Chatper
100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/61309
Sample Questions
Q1) What is the first advantage for WestJet using Facebook as a network?
A)instant communication with their customers
B)listening to their customers
C)high rate of users
D)connect with their customers
Q2) Promotional websites focus on converting online searchers into online buyers.
A)True
B)False
Q3) Which statement best reflects the use of email marketing?
A)Email marketing is almost always SPAM and of little use
B)While legal, it is not effective to use email marketing
C)With increased regulation, email marketing has become more effective
D)Less than 10% of consumers are willing to receive emails from companies
Q4) _____ is the network that visually highlights seasonal campaigns.
A)Instagram
B)Twitter
C)Blog
D)YouTube
Q5) What are some of the mobile marketing best practices? Give an example.
Q6) What is social media marketing?
Page 15
To view all questions and flashcards with answers, click on the resource link above.
Chapter 14: Customer Relationship Management
Available Study Resources on Quizplus for this Chatper
91 Verified Questions
91 Flashcards
Source URL: https://quizplus.com/quiz/61308
Sample Questions
Q1) Which of the following is true about customer relationship management (CRM)?
A)For CRM to be successful, the cultural attitude must remain constant in the organization.
B)CRM is defined as managing customer interactions to build brand equity and improve long-term profitability.
C)CRM originally started out as a tool to gauge the company purchases to manufacture consumer demands.
D)The heart of a CRM program is information technology and database systems.
Q2) Initially, customer relationship management (CRM) was a tool used only by the sales force to keep track of current and prospective customers.
A)True
B)False
Q3) What is data mining?
Q4) Many firms are beginning to fire their low-value customers and are focusing their time on their high-value customers.
A)True
B)False
Q5) Describe the concept of customer relationship management.
Q6) What are touch points? Explain their role in measuring customer loyalty.
Page 16
To view all questions and flashcards with answers, click on the resource link above.
Chapter 15: Marketing and Strategic Planning
Available Study Resources on Quizplus for this Chatper
104 Verified Questions
104 Flashcards
Source URL: https://quizplus.com/quiz/61307
Sample Questions
Q1) Plantopia Inc., a 20-year-old organization with different SBUs, is trying to change its relative market share.What conscious decisions can its management make on the role each SBU should have in the future and how money should be budgeted for its operations?
Q2) Which market-product strategy involves selling a new product to existing markets?
A)Market penetration
B)Market development
C)Divestment
D)Product development
Q3) At which step of the planning stage of the strategic marketing process does a firm develop the program's marketing mix?
A)situation analysis
B)goal setting
C)marketing program
D)sales forecasting
Q4) What are the basic differences between marketing strategies and marketing tactics?
Q5) Describe the quadrants of the BCG matrix.
Q6) Explain the concept of a marketing dashboard.
To view all questions and flashcards with answers, click on the resource link above. Page 17