Services Marketing Exam Practice Tests
Course Introduction
Services Marketing is a course designed to explore the unique challenges and strategies associated with marketing intangible services as opposed to tangible goods. The course covers the fundamental differences between product and service marketing, focusing on concepts such as service quality, customer expectations, relationship management, service delivery, and the importance of people, processes, and physical evidence in creating satisfactory customer experiences. Students will learn how to develop effective marketing strategies for a variety of service industries, including hospitality, tourism, healthcare, financial services, and professional services, with a strong emphasis on customer satisfaction, service innovation, and building long-term customer relationships.
Recommended Textbook
Marketing Real People Real Choices 4th Canadian Edition by Michael R. Solomon
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Page 2
Chapter 1: Welcome to the World of Marketing: Create and Deliver Value
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Sample Questions
Q1) ________ marketing is the marketing of goods and services from one organization to another.
A)Distributive
B)Consumer
C)Customer
D)Business-to-business
E)Target
Answer: D
Q2) Which of these statements about mass marketing is true?
A)A mass marketing strategy is always preferable to a target marketing strategy.
B)The success of any organization's marketing efforts depends on its ability to engage in mass marketing.
C)Mass marketing can be cost effective.
D)Mass marketing allows marketers to develop products to satisfy the specific needs and wants of specific groups of customers.
E)Automakers typically use a mass marketing strategy.
Answer: C
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Page 3
Chapter 2: Strategic Market Planning: Take the Big Picture
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Sample Questions
Q1) The ________ outlines how, when, and where the firm will make the product available to targeted customers.
A)target market strategy
B)pricing strategy
C)product strategy
D)promotion strategy
E)distribution strategy
Answer: E
Q2) Coca Cola and Pepsi offering traditional lemonade - Nimbu Pani, in India is an example of backward invention
A)True
B)False
Answer: True
Q3) A firm's internal business environment does NOT include ________.
A)its employees
B)its corporate culture
C)its products
D)its technologies
E)elements of the legal environment
Answer: E
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Chapter 3: Marketing Research: Gather, Analyze, and Use Information
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Sample Questions
Q1) Which of the following is true about a probability sample?
A)The observation method is used to select people who appear most willing to participate.
B)Convenience is the key determinant of who participates.
C)A researcher uses personal judgment to select participants.
D)Every member of the population is included in the sample.
E)Each member of the population has some known chance of being included in the sample.
Answer: E
Q2) A daycare center operator wanted to survey her parents to determine if they were interested in the center providing once-a-month Saturday night care for their children.Rather than survey all 254 parents, the operator took the list of parents' names and, starting with the third parent's name, surveyed every twelfth parent.What type of sampling did the daycare operator use?
A)simple random sampling
B)convenience sampling
C)stratified sampling
D)systematic sampling
E)non-probability sampling
Answer: D
Page 5
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Chapter 4: Consumer Behaviour: How and Why We Buy ?
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Sample Questions
Q1) A group coexisting with other groups in a larger culture whose members share a distinctive set of beliefs or characteristics is a ________.
A)target market
B)market segment
C)social class
D)subculture
E)lifestyle
Q2) The physical environment of a store can strongly influence customer behaviors.
A)True
B)False
Q3) Consumer behavior is best described as a(n)________ process.
A)impersonal
B)subliminal
C)ongoing
D)affective
E)cognitive
Q4) How does a television commercial about a company that will help a person lose weight attempt to influence the problem recognition phase of the consumer decision-making process? Explain your answer
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Chapter 5: Business-To-Business Markets: How and
Why
Organizations Buy?
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Sample Questions
Q1) Why is the demand in business-to-business markets mostly inelastic?
Q2) Many B2B marketers can take advantage of the ________ of business customers, focusing their sale efforts and perhaps even locating their distribution centres in a single region.
A)geographic concentration
B)mass media consumption
C)multiple requirements
D)fluctuating demand
E)organizational changes
Q3) Discuss the security issues of B2B e-commerce and how companies address those issues.
Q4) Which of the following statements does NOT apply to the North American Industry Classification System (NAICS)?
A)NAICS is a numerical coding of industries developed by NAFTA countries.
B)NAICS can be used by firms to assess potential markets.
C)NAICS replaced the Standard Industrial Classification (SIC) system.
D)NAICS can be used to find new customers.
E)NAICS is a consumer buying directory for North America.
Page 7
Q5) What is the difference between extranets and intranets? Discuss how each system is used.
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Chapter 6: Sharpen the Focus: Target Marketing Strategies
and Customer Relationship
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Sample Questions
Q1) The only time many people entertain is during November and December when their homes are decorated for the holidays.The increase in ads for prepared trays of food to be served at these functions is directly related to ________ segmentation.
A)socioeconomic
B)geodemographic
C)geographic
D)demographic
E)usage occasion
Q2) Customer relationship management (CRM) programs are often called interactive marketing programs.
A)True
B)False
Q3) Demographic variables are so frequently used in market segmentation because they ________.
A)create smaller segments than other methods do
B)create more easily reached segments than other methods do
C)do not involve stereotypes
D)are easy to measure in comparison to many other methods
E)involve fewer attributes to consider than other methods do
Page 8
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Chapter 7: Create the Product
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Sample Questions
Q1) The ________ is the interaction between the customer and the service provider.
A)supply-demand exchange
B)transaction point
C)service encounter
D)service program
E)service promotion
Q2) A knockoff is a ________.
A)company that uses a me-too strategy for its promotion
B)company that uses comparative advertising
C)new product that is so radically different from anything on the market that it has difficulty moving out of the introduction stage of its product life cycle
D)product that is unbranded
E)new product that copies, with slight modifications, the design of an original product
Q3) Laggards tend to be in a higher social class than consumers in other adopter categories.
A)True
B)False
Q4) Compare and contrast the three types of convenience products.
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Chapter 8: Manage the Product
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Sample Questions
Q1) A manufacturer of acrylic, latex, and nitrile gloves sells to medical laboratories, factories where employees handle chemicals, companies that manufacture micro-tech equipment, and cleaning services.The company is organized to better satisfy the specific needs of each of its four target markets, so it uses a ________ structure.
A)product category
B)market manager
C)brand manager
D)venture team
E)family brand
Q2) A few years ago, a company brought a miniature version of its cereal bars to market.The nugget-sized product was very successful because it was not messy.Another company recently introduced a similar product under its own brand.Mini-cereal bars are most likely in the ________ stage of their product life cycle.
A)introduction
B)youth
C)growth
D)maturity
E)extension
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Chapter 9: Price the Product
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Sample Questions
Q1) The value of something we give up in order to obtain something else is referred to as a(n)________.
A)transformation cost
B)opportunity cost
C)exchange
D)variable cost
E)marginal cost
Q2) Variable costs for producing textbooks include the price of paper.
A)True
B)False
Q3) Explain the concept of opportunity cost, giving at least one example.
Q4) Manufacturers of which of the following would be most likely to use freight absorption pricing?
A)chocolate candy
B)laptop computers
C)furniture polish
D)feline flea collars
E)repair parts for vacuum cleaners
Q5) What are some of the potential consumer benefits to purchasing items online?
Q6) What are the two types of price fixing? Briefly define each.
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Chapter 10: One to Many to Many to Many: Traditional and New Media
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Sample Questions
Q1) What type of promotional effort would a marketer likely use for a product in the decline phase?
Q2) By definition, personal selling takes place in person.
A)True
B)False
Q3) The ________ method of promotional budgeting is based on determining spending necessary to accomplish specific promotion goals.
A)percentage-of-sales
B)competitive-parity
C)top-down
D)pull-push
E)objective-task
Q4) Buzz works best when companies put paid consumers in charge of creating their own messages.
A)True
B)False
Q5) How is a company that buys a block of advertising pages in a magazine to advertise its brand striving to eliminate noise, as it is defined in the communication model?
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Q6) Explain how new social media formats have democratized marketing messages.
Chapter 11: Advertising, Public Relations, Promotions, Direct Marketing
and Personal Selling
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Sample Questions
Q1) Slice of life, lifestyle, and celebrity are all appeal styles used in public relations.
A)True
B)False
Q2) Which of the following provides a firm with one or more specialized services, such as media buying or creative development, that an advertising campaign requires?
A)a limited-service agency
B)an account management agency
C)a retail advertising agency
D)a media planning agency
E)an integrated marketing agency
Q3) ________ is a problem-solving process for getting an advertising message to a specific target audience in the most effective fashion.
A)Pretesting
B)Lobbying
C)Media pulsing
D)Media planning
E)Sampling
Q4) Why is m-commerce considered an important form of direct marketing?
Page 13
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Chapter 12: Deliver the Value Through Supply Chain
Management, Channels of Distribution, and Logistics
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Sample Questions
Q1) Bass Pro Shops, a chain of outdoor sports equipment stores, features giant aquariums, waterfalls, trout ponds, archery and rifle ranges, putting greens, and free classes on topics from ice fishing to conservation.Why would a retailer do this?
Q2) Burt can visit his local hardware store and buy one 4-inch paint brush and not the case of 24 brushes that the retailer had to buy.This is an example of how the channel of distribution facilitates ________.
A)assortment creation
B)risk taking
C)breaking bulk
D)relationship management
E)logistics
Q3) A corporate VMS has the advantage of controlling the entire distribution chain under ________.
A)a profit-maximizing strategic plan
B)single ownership
C)mass distribution
D)a limited number of intermediaries
E)contractual agreements
Q4) Explain why inventory control has such a major impact on the costs of logistics.
Page 14
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