Services Marketing Exam Bank
Course Introduction
Services Marketing explores the unique challenges and strategies involved in marketing intangible services as opposed to physical products. This course examines key concepts such as service quality, service delivery, customer relationship management, and the development of effective service encounters. Students learn how to identify and meet customer expectations, design service processes, manage service demand, and use tools like the services marketing mix (7Ps) to create competitive advantage. Real-world case studies and practical applications help students understand the dynamic nature of the service sector and develop skills to design and implement successful marketing strategies for service organizations across industries such as hospitality, healthcare, finance, and professional services.
Recommended Textbook
Foundations of Marketing 8th Edition by William M. Pride
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Page 2
Chapter 1: Customer-Driven Strategic Marketing
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Sample Questions
Q1) The forces of the marketing environment primarily affect marketers in three ways: They influence customers by affecting their lifestyles and preferences for products; they determine whether or how a marketing manager can perform certain marketing activities; and they
A)affect a marketing manager's decisions and actions by influencing buyers' reactions to the firm's marketing mix.
B)dictate that changes be made to the existing marketing mix despite any negative reactions from customers.
C)make most new products obsolete very quickly so that research and development must continually develop new products.
D)cause most advertising to be ineffective at communicating product benefits due to rapidly changing environmental forces.
E)change a customer's decisions about the appropriate marketing mix for the company and its various products.
Answer: A
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Chapter 2: Planning, Implementing, and Evaluating Marketing Strategies
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Sample Questions
Q1) A marketing objective should be expressed in clear, simple terms; be _____________; specify a time frame for completion; and ensure the marketing objective is _____________ with both business-unit and corporate strategies.
A)precise; centralized
B)encompassing; consistent
C)measurable; consistent
D)legalistic; aligned
E)detailed; decentralized
Answer: C
Q2) Tesla executives have set an objective for the firm's new Model 3 to boost Tesla's market share by 10%. What is the main problem with this objective?
A)It is not clear and simple.
B)It does not specify a time period.
C)It is not measurable.
D)It is consistent with the firm's overall objectives.
E)It is not consistent with the firm's overall objectives.
Answer: B
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Chapter 3: The Marketing Environment, Social Responsibility, and Ethics
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Sample Questions
Q1) Changes in cultural values have little effect on people's needs for products. A)True
B)False
Answer: False
Q2) Discretionary income is associated with all of the following except A)automobiles.
B)education.
C)pets.
D)furniture.
E)food.
Answer: E
Q3) According to the text, marketing ethics refers to principles and standards that define A)improper behavior in marketing.
B)acceptable conduct in society.
C)improper behavior in business.
D)acceptable conduct in marketing.
E)acceptable conduct in general.
Answer: D
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Chapter 4: Marketing Research and Information Systems
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Sample Questions
Q1) Archer Appliances owner Chris Archer feels that his organization has access to a great deal of information generated both inside and outside the firm, but much of this information is presently going to waste. Apparently, Chris needs to develop a A)marketing research focus.
B)marketing knowledge bank.
C)marketing information system.
D)marketing strategy.
E)data-gathering system.
Q2) Focus-group interviews are useful if the researcher is interested in observing group interaction.
A)True
B)False
Q3) One of the most overlooked sources of secondary data is the organization's own accounting records.
A)True
B)False
Q4) How does marketing research differ when conducted in other countries?
Q5) Compare reliability and validity. Why are they important considerations in marketing research?
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Chapter 5: Target Market Segmentation and Evaluation
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Sample Questions
Q1) Barry Steel provides steel for a variety of uses to its various customers. Customers have different needs for the steel, and thus Barry has to prepare the raw steel differently depending on how customers will use it in their production processes. The primary business segmentation variable in this example is
A)geographic location.
B)customer size.
C)product use.
D)customer importance.
E)organization classification.
Q2) A market is a group of people who, as individuals, have needs for products in a product class and have the ability, willingness, and authority to purchase such products. A)True
B)False
Q3) What are the conditions under which an undifferentiated targeting strategy is effective? Why are these conditions essential?
Q4) Why is it important for marketers to assess competitors before entering a market segment?
Q5) What are the major steps of the target market selection process?
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Chapter 6: Consumer Buying Behavior
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Sample Questions
Q1) Lea is shopping for low-calorie frozen dinners to take to work for lunch. Lea has always been mindful of the total calories and the number of fat grams in these dinners. However, after reading an article about the high sodium counts in frozen meals and the maximum grams of sodium a woman should eat daily, she now pays attention to the sodium as well. The changes in Lea's thought processes and behavior caused by this information are called
A)learning.
B)attitude formation.
C)patronage motives.
D)personality.
E)motivation.
Q2) A group of brands that a consumer views as alternatives for possible purchase is called an
A)evoked set.
B)awareness set.
C)inert set.
D)evaluative group.
E)evaluation criteria.
Q3) Discuss how perceptual processes may influence the consumer buying decision process.
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Chapter 7: Business Markets and Buying Behavior
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Sample Questions
Q1) HEB Supermarkets recently placed an order with the Pederson Corporation for hotdogs. The typical weekly order is for 10 cases; however, since the upcoming weekend includes a holiday, this time HEB is ordering 100 cases of hotdogs. HEB orders this product on a regular basis. What type of purchase does this week's purchase represent?
A)New-task
B)Repetitive
C)Institutional
D)Straight rebuy
E)Modified rebuy
Q2) Individual influencing factors refer to
A)relationships among those in the firm's buying center.
B)uncontrollable environmental forces.
C)the power an individual controls in the buying center.
D)personal characteristics of individuals in the buying center.
E)activities of suppliers.
Q3) Retailers purchase products and resell them to final consumers.
A)True
B)False
Q4) How do individual factors affect the business buying decision process?
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Chapter 8: Reaching Global Markets
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Sample Questions
Q1) Select the true statement.
A)Legislation regulating marketing in many foreign countries is being eased.
B)A government's attitude toward cooperation with importers has little impact on marketing to that country.
C)Refusing to give payoffs and bribes in some foreign countries may put a marketer at a competitive disadvantage.
D)Bribes and payoffs are considered unethical in all countries and cultures.
E)Bribes and payoffs are supported by U.S. trade policies under certain conditions.
Q2) Which of the following is often used to raise revenue for a country and/or to protect domestic products?
A)Quota
B)Warning label
C)Embargo
D)Import tariff
E)Exchange control
Q3) Describe the sociocultural forces that affect international marketing strategy.
Q4) In what ways can a nation restrict the flow of imported goods?
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Chapter 9: Digital Marketing and Social Networking
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Sample Questions
Q1) Apple provides users with the chance to download a travel ______________ onto its Mac OS X Dashboards. Once downloaded, users can book air travel and hotels right from this bit of downloaded software. Often they even receive deals on travel when they use it to book travel plans.
A)social network
B)mobile site
C)widget
D)virtual reality
E)podcast
Q2) Digital media channels have all the benefits of a brick-and-mortar store and are therefore growing in popularity.
A)True
B)False
Q3) An accessible channel means the marketer knows who the customer is and can specifically address that person.
A)True
B)False
Q4) How can marketers measure the success of their digital strategies?
Q5) In what ways can a company use social media to its advantage?
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Chapter 10: Product, Branding, and Packaging Concepts
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Sample Questions
Q1) Which of the following best describes someone who is an early adopter in terms of the major adopter categories?
A)They enjoy new products and are willing to take a risk.
B)They are oriented toward the past and are the last to adopt a new product.
C)They are skeptical of new products, but eventually adopt them because of economic necessity or social pressure.
D)They choose new products carefully and are viewed as "in-the-know" by other adopter categories.
E)They are deliberate and cautious in trying new products.
Q2) Which stage in the product life cycle is critical to a product's survival because competitive reactions to the product's success during this period will affect the product's life expectancy?
A)Decline
B)Expansion
C)Growth
D)Introduction
E)Stabilization
Q3) Distinguish between consumer products and business products.
Q4) What is brand loyalty? Explain the three degrees of brand loyalty.
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Chapter 11: Developing and Managing Goods and Services
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Sample Questions
Q1) Functional modifications are usually executed by altering the materials or the production process.
A)True
B)False
Q2) Because of service perishability, it is difficult to price services in a manner that takes into account fluctuations in demand.
A)True
B)False
Q3) Product deletion
A)tends to be an easy task for most organizations.
B)may be opposed by management.
C)involves immediate termination.
D)is a matter of indifference to customers.
E)usually occurs only with convenience items.
Q4) Disruptive innovations involve completely new technologies.
A)True
B)False
Q5) Concept testing gives reliable feedback, but at a relatively high cost. A)True
B)False
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Chapter 12: Pricing Concepts and Management
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Sample Questions
Q1) Suppose that the frozen foods division of Amy's purchases food trays and boxes from the packaging division. The form of pricing used to charge the frozen foods division is called
A)geographic pricing.
B)base-point pricing.
C)business-unit pricing.
D)transfer pricing.
E)price discrimination.
Q2) Knowing the number of units necessary to break even is important in setting the price.
A)True
B)False
Q3) When determining markup as a percentage of cost, divide the markup amount by A)price.
B)cost.
C)quantity.
D)revenue.
E)100.
Q4) Explain what is meant by price elasticity of demand.
Q5) Why is the marginal revenue of a product important to the marketer?
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Chapter 13: Marketing Channels and Supply-Chain Management
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Sample Questions
Q1) Distribution decisions have little influence on the rest of the marketing mix.
A)True
B)False
Q2) Small firms are more likely to be in a position to have more distribution centers that may reduce delivery times to customers.
A)True
B)False
Q3) All of the following products are likely to use the producer-retailer-consumer marketing channel except for
A)pharmaceutical drugs.
B)U-Pick farm produce.
C)Amazon Kindle Fire.
D)designer wedding gowns.
E)microbrew beers.
Q4) Product availability is dependent on transportation functions.
A)True
B)False
Q5) Transportation is the least expensive physical distribution function.
A)True
B)False
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Chapter 14: Retailing, Direct Marketing, and Wholesaling
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Sample Questions
Q1) A channel member that markets all of a manufacturer's goods, has authority over price, promotion, and distribution, but does not take title to the product is a
A)general-line wholesaler.
B)selling agent.
C)commission merchant.
D)manufacturers' agent.
E)broker.
Q2) Sam's Bistro is a family restaurant that earns higher revenue when diners finish quickly, opening up their table for a new party. The manager is updating the atmosphere of the restaurant to entice customers to eat quickly and is repainting the interior _____, which is associated with impulsivity, and playing _____ music, which encourages customers to eat quickly and leave.
A)blue; soft pop
B)red; soft classical
C)green; fast pop
D)blue; soft classical
E)red; fast pop
Q3) What role does wholesaling play in the marketing channel? Is this role necessary?
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Chapter 15: Integrated Marketing Communications
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Sample Questions
Q1) Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies?
A)Guerrilla communication
B)Word-of-mouth communication
C)Buzz marketing
D)Viral marketing
E)Conversational promotion
Q2) Proxemic communication is communication through touching.
A)True
B)False
Q3) A consumer contest is an example of
A)personal selling.
B)sales promotion.
C)social media.
D)indirect selling.
E)public relations.
Q4) Personal selling tends to cost more than advertising.
A)True
B)False
Q5) Identify and describe the four major promotion mix elements.
Page 17
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Chapter 16: Advertising and Public Relations
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Sample Questions
Q1) _____________ identifies changes in public opinion affecting an organization.
A)A public relations audit
B)A financial audit
C)A communications audit
D)A social audit
E)Environmental monitoring
Q2) Advertising departments may use independent research organizations or freelance specialists for some of their projects.
A)True
B)False
Q3) A cost comparison indicator (such as CPM) should not be used to compare the cost and impact of a television commercial with the cost and impact of a newspaper advertisement.
A)True
B)False
Q4) The advertising platform is the foundation on which campaign messages are built.
A)True
B)False
Q5) Identify and describe four publicity-based public relations tools.
Q6) What is an advertising platform? What is the best way to develop a platform?
Page 18
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Chapter 17: Personal Selling and Sales Promotion
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Sample Questions
Q1) As sales manager Jerry is trying to find a way to determine optimal sales force size. He knows that one way is determining how many sales calls per year are necessary for the organization to serve customers effectively and then dividing this total by the average number of sales calls a salesperson makes annually. The other method is based on ________________, in which additional salespeople are added to the sales force until the cost of an additional salesperson equals the additional sales generated by that person.
A)marginal analysis
B)commission plans
C)dealer loaders
D)economic forecasting
E)sales divisibility
Q2) Personal selling goals include finding prospects, convincing prospects to buy, and
A)monitoring new products being developed.
B)being aware of competitors' sales activities.
C)seeking one-sale customers.
D)avoiding repeat transactions.
E)keeping customers satisfied.
Q3) Identify and discuss the general steps in the personal selling process.
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