Services Marketing
Exam Materials
Course Introduction
Services Marketing explores the unique challenges and strategies associated with marketing intangible products and managing customer relationships in service-based industries. The course covers key concepts such as service quality, service delivery, consumer behavior, customer satisfaction, and the development of service strategies. Students will examine the differences between goods and services marketing, learn techniques for building customer loyalty, and analyze the impact of technology on service experiences. Practical case studies and real-world examples are used to illustrate how organizations design, implement, and evaluate effective marketing programs for services.
Recommended Textbook
Consumer Behavior Buying Having and Being 11th Edition by Michael R. Solomon
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12 Chapters
1070 Verified Questions
1070 Flashcards
Source URL: https://quizplus.com/study-set/1440
Page 2
Chapter 1: Buying, Having, and Being: an Introduction to Consumer Behavior
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90 Verified Questions
90 Flashcards
Source URL: https://quizplus.com/quiz/28599
Sample Questions
Q1) When a product serves as a link to the user's past or past self, the user is said to have a(n) ________ type of relationship with the product.
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love
Answer: B
Q2) A consumer researcher who believes in the paradigm of ________ believes that human reason is supreme and that there is a single, objective truth that can be discovered by science.
A) fundamentalism
B) interpretivism
C) positivism
D) postmodernism
Answer: C
Q3) Motivation can be described in terms of strength and direction.
A)True
B)False
Answer: True
Page 3
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Chapter 2: Decision-Making and Consumer Behavior
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90 Verified Questions
90 Flashcards
Source URL: https://quizplus.com/quiz/28603
Sample Questions
Q1) If a consumer is following the lexicographic rule in her decision making, then she would select a brand that is the best on the most important attribute.
A)True
B)False
Answer: True
Q2) Describe the loss-aversion bias and provide an example from your own experience. Answer: Loss aversion means that people place much more emphasis on loss than they do on gain. Student examples will vary.
Q3) Chen Lo used a decision rule that says, "only buy well-known brand names" when selecting a set of golf clubs. He did not look at price, the store, or even discounts when purchasing clubs. Chen Lo's purchasing pattern is an example of a consumer using a ________ rule.
A) habitual decision
B) compensatory
C) noncompensatory
D) conjunctive
Answer: C
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4
Chapter 3: Cultural Influences on Consumer Decision-Making
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87 Verified Questions
87 Flashcards
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Sample Questions
Q1) Explain the three distinct stages of gift-giving rituals.
Answer: The three stages include gestation, presentation, and reformulation. Gestation is the preparation stage in which the giver procures an item. The presentation stage is the process of the actual exchange. Reformulation refers to the shift in the bond between giver and receiver due to the experience.
Q2) Promoters attempt to have their products shown prominently in full-length films. This type of promotion is referred to as ________.
A) desacralization
B) objectification
C) product placement
D) advertainment
Answer: C
Q3) Crescive norms are ________.
A) strict "must do" rules of behavior in a society
B) followed only by the females of a culture
C) associated with monetary rewards and punishments
D) subtle rules discovered as we interact with others
Answer: D
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Chapter 4: Consumer and Social Well Being
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) When people deface products, it is an act of ________.
A) counterfeiting
B) anticonsumption
C) addiction
D) materialism
Q2) So called "gripe sites" exist for consumers to publish ________ responses against products or stores with which they are dissatisfied.
A) private
B) third-party
C) voice
D) complaint
Q3) Participatory action research (PAR) is also known as ________.
A) consumer intervention research
B) transformative consumer research
C) social marketing research
D) consumer curation
Q4) Explain the meaning of a triple bottom-line orientation.
Q5) Lateral cycling means reducing how much product one uses so there is less waste.
A)True
B)False
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Chapter 5: Perception
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Research has shown Kinsei engineering can be an effective way to design products. Explain how Kinsei engineering works and give an illustration that demonstrates your understanding.
Q2) A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. A classic example of this was equating Marlboro cigarettes with the American frontier spirit. Which of the following terms best describes this practice?
A) subliminal persuasion
B) figure-ground projection
C) semiotic relationships
D) consumer-modeling connections
Q3) From a semiotic perspective, every marketing message has three basic components. Which of those components is the sensory image that represents the intended meaning?
A) the sign
B) the object
C) the interpretant
D) the structure
Q4) What is the difference between sensation and perception?
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Chapter 6: Learning and Memory
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89 Verified Questions
89 Flashcards
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Sample Questions
Q1) What mechanism is used when a consumer learns to perform responses that produce rewarding outcomes?
A) extinction
B) punishment
C) negative reinforcement
D) positive reinforcement
Q2) According to the definition of learning, how could a researcher ever show that cognitive learning had taken place in a subject?
A) by removing the conditioned stimulus
B) by measuring a behavioral change that could directly be tied to a previous experience
C) by measuring the brainwave pattern of the subject
D) by relying upon an intuitive feel for the amount of learning the subject had experienced
Q3) When Shira was a young girl, her teacher gave her a sticker every time she earned above 90% on a test. Shira's teacher was using classical conditioning.
A)True
B)False
Q4) Give a brief explanation of cognitive learning.
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Chapter 7: The Self
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87 Verified Questions
87 Flashcards
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Sample Questions
Q1) According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures.
A) archetypes
B) patterns of behavior
C) Doppelgangers
D) symbolic communities
Q2) The idea that each human life is unique rather than a part of a group developed in ________.
A) ancient times (between the first and fifth centuries)
B) late medieval times (between the eleventh and fifteenth centuries)
C) colonial times (between the sixteenth and eighteenth centuries)
D) modern times (between the eighteenth and twentieth centuries)
Q3) Describe the basic premise of motivational research and how it might be conducted.
Q4) It is common for companies to divide up their consumers along lifestyle dimensions and label these groups with terms such as "Geek Chic Guy" or "Whole Foods Woman."
A)True
B)False
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Chapter 8: Attitudes and Persuasion
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) The fine line between familiarity and boredom has been explained by the ________, which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad.
A) balance theory
B) repetition theory
C) halo theory
D) two-factor theory
Q2) What does the sleeper effect suggest about source credibility?
A) If a receiver is not paying attention, a message cannot be effective.
B) Many people can learn the important parts of a message even when asleep.
C) The effectiveness of a message will increase over time.
D) The effectiveness of positive sources over negative sources can be erased over time.
Q3) Double-Dip makes ice cream. The only advantage Double-Dip has over its competitors is taste. Double-Dip costs more and has more calories per unit weight. Promotions for Double-Dip should emphasize the experiential hierarchy of the ABC model of attitudes.
A)True
B)False
Q4) Describe the functional theory of attitudes and its components (functions).
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Chapter 9: Group and Situational Effects on Consumer Behavior
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Time poverty seems to be more a problem of perception than of fact.
A)True
B)False
Q2) People we admire influence us because they hold reward power.
A)True
B)False
Q3) The ________ influence is the reference group influence that helps the consumer make decisions about specific brands or activities.
A) normative
B) comparative
C) selective
D) coercive
Q4) Customers are more likely to buy an inferior product now rather than wait for a better one if their culture thinks of time as a map rather than as a river.
A)True
B)False
Q5) A temporal factor is one that reflects sense of time.
A)True
B)False
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Chapter 10: Consumer Identity I: Sex Roles and Subcultures
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90 Verified Questions
90 Flashcards
Source URL: https://quizplus.com/quiz/28600
Sample Questions
Q1) If you were born between 1946 and 1964, you would be called a War Baby because two wars occurred during that period of time.
A)True
B)False
Q2) Several processes and outcomes come into play as immigrants adapt to their new surroundings. List these processes and outcomes and create an example that demonstrates the linkage between them.
Q3) Explain the concept called age cohort. Briefly explain how marketers might use this concept to segment markets.
Q4) Shannon Reeves and Tish Phillips remember their experiences with student protests in the 1960s. Shannon remembers seeing Jimi Hendrix at Woodstock, and Tish remembers burning her bra in front of the central administration building at Yale. These memories about cultural heroes and events are one of the chief characteristics of an age ________.
A) paradigm
B) renaissance
C) cohort
D) perception
Q5) Who are "born-again Christians," and why are marketers interested in this group?
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Chapter 11: Consumer Identity 2: Social Class and Lifestyles
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87 Verified Questions
87 Flashcards
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Sample Questions
Q1) Social analyst Thorstein Veblen believed that we buy things to create ________. This means we use our purchases to inspire envy in others through our display of wealth or power.
A) affluenza
B) invidious distinction
C) status crystallization
D) cultural capital
Q2) According to a classic view of the American class structure, the newer social elites, drawn from current professionals, belong to which of the following social class categories?
A) Lower-Upper
B) Upper-Upper
C) Upper-Middle
D) Lower-Middle
Q3) Using the product-specific profile form of psychographic studies, a researcher would look for items that differentiate between users and nonusers of a product.
A)True
B)False
Q4) List the various ways that psychographic segmentation can be used.
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Chapter 12: Networked Consumer Behavior:
Word-Of-Mouth, Social Media, and Fashion
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90 Verified Questions
90 Flashcards
Source URL: https://quizplus.com/quiz/28602
Sample Questions
Q1) In the video, "United Breaks Guitars," a band explains how its guitars were wrongly broken when United Airlines employees unloaded them. United wouldn't pay for the damage, and the band took its story to the public via YouTube. Explain the three basic elements complaining consumers tend to include when sharing complaints online and link each element to the "United Breaks Guitars" situation.
Q2) Explain social object theory and provide an example of a social network that is based on this theory.
Q3) M-PESA, a mobile-phone-based money transfer service, was initially designed to meet the needs of developing nations before being adapted elsewhere. M-PESA is an example of a ________ innovation.
A) complex
B) reverse
C) social
D) meme
Q4) The diffusion of innovations is a process whereby a new product, service, or idea spreads through a population.
A)True
B)False
Q5) How does online social networking magnify word-of-mouth communication?
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