Services Marketing Exam Preparation Guide
Course Introduction
Services Marketing explores the unique challenges and strategies involved in marketing intangible products and creating memorable customer experiences. This course examines the distinct characteristics of services, including their intangibility, inseparability, variability, and perishability, and the implications these have for marketers. Key topics include service quality management, customer relationship management, service design, service delivery, and the integration of technology in service experiences. Through case studies and practical applications, students will learn how to develop and implement effective marketing strategies for a variety of service industries, such as hospitality, healthcare, finance, and professional services.
Recommended Textbook
Consumer Behavior 6th Edition by Wayne
D. Hoyer
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17 Chapters
1768 Verified Questions
1768 Flashcards
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Chapter 1: Understanding Consumer Behavior
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103 Verified Questions
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Sample Questions
Q1) A retailer gives cash or credit toward a better video game in return for a customer's older game.This transaction is known as
A) purchasing.
B) consumption.
C) gift giving.
D) trading.
E) borrowing.
Answer: D
Q2) Whitney has decided to have her ears pierced so that she could wear pretty earrings.However,after the piercing,her ears became infected.Her expectations of the experience were not met,thus Whitney was
A) satisfied.
B) complacent.
C) dissatisfied.
D) evaluative.
E) normative.
Answer: C
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Page 3
Chapter 2: Motivation, Ability, and Opportunity
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101 Flashcards
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Sample Questions
Q1) Perceived risk is higher when little information is available about the offering,its price is high,and it is relatively new.
A)True
B)False
Answer: True
Q2) Felt involvement can be enduring,situational,and disappointing.
A)True
B)False
Answer: False
Q3) The Skin Cancer Foundation ran an ad on TV conveying to parents the need for them to put sunscreen on their children to avoid skin damage that might lead to cancer.This is an example of making an ad campaign personally relevant.
A)True
B)False
Answer: True
Q4) Your self-concept is influenced by you.
A)True
B)False Answer: True
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Chapter 3: From Exposure to Comprehension
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101 Flashcards
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Sample Questions
Q1) Wal-Mart TV network reaches 113 million consumers shopping at Walmart Stores.
A)True
B)False
Answer: False
Q2) The greatest exposure in stores is
A) from eye level to the forehead.
B) surprisingly, down at the ankle level because shoppers most often look down.
C) on the right side of the store.
D) on the left side of the store.
E) from waist level to eye level.
Answer: E
Q3) ____ reflect(s)the process by which the consumer comes into physical contact with stimulus.
A) Displays
B) Communication
C) Advertising
D) Marketing
E) Exposure
Answer: E
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Page 5
Chapter 4: Memory and Knowledge
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Sample Questions
Q1) Category members vary in how well they represent a category.This is known as
A) taxonomic categorization.
B) representative heuristic.
C) graded structure.
D) affective structure.
E) cognitive structure.
Q2) Associations can vary in ____,that is,the extent to which they are also related to other concepts.
A) relatedness
B) favorability
C) perceptions
D) uniqueness
E) salience
Q3) Give an example of a goal-derived category and the products it might contain.
Q4) Consumers typically categorize objects at the
A) subordinate level.
B) basic level.
C) superior level.
D) taxonomic level.
E) superordinate level.
Page 6
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Chapter 5: Attitudes Based on High Effort
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Sample Questions
Q1) Explain the relationship between cognition and affect in consumers' attitudes.
Q2) The Theory of Planned Behavior extends the TORA model by examining consumers'
A) self images.
B) cognitive responses.
C) perceived behavioral control.
D) affective responses.
E) resistance to change.
Q3) TORA stands for
A) Theory of Rational Attitudes.
B) Theory of Responsive Affect.
C) Theory of Reasoned Action.
D) Theorem of Researched Attributes.
E) Theorem of Radical Actions.
Q4) Sources tend to be more trustworthy when they have the following three characteristics: (1)familiarity,(2)status,and (3)attractiveness.
A)True
B)False
Q5) Why are two-sided messages effective?
Q6) Compare and contrast the central and peripheral-route processes of attitude change.
Page 7
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Chapter 6: Attitudes Based on Low Effort
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Sample Questions
Q1) Common strategies to induce self-referencing might include all of the following except
A) directly asking consumers to self-reference.
B) using the second person.
C) asking rhetorical questions.
D) using novelty or uniqueness appeals.
E) showing visuals of situations to which consumers can easily relate.
Q2) Low-elaboration consumers may acquire simple beliefs by forming ____ based on easily processed peripheral cues in the ad and the relationship of these cues to concepts or categories that they have stored in prior knowledge.
A) peripheral schema
B) peripheral value systems
C) simple inferences
D) long-term cognitions
E) affective cues
Q3) Humorous ads tend to be more effective in magazines than any other medium.
A)True
B)False
Q4) Explain how classical conditioning works.
Q5) Why is the dual mediation effect important for advertisers to understand?
Page 8
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Chapter 7: Problem Recognition and Information Search
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106 Flashcards
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Sample Questions
Q1) Two cars are the same price; this indicates that price will not be diagnostic information in the decision of which car to purchase.
A)True
B)False
Q2) In order to maximize the chance of being considered when consumers engage in internal search,marketers want to position their brands
A) as far away from the prototype as possible.
B) to maximize preference dispersion.
C) as close to the category prototype as possible.
D) at the beginning or the end of a consideration set.
E) near the end, but not last.
Q3) ____ is a processing bias that alters the nature of recall.
A) A goal-oriented cognition
B) Relative deprivation
C) Echoic memory
D) A search bias
E) Reactance
Q4) Where can we engage in an external search for information?
Q5) Why is problem recognition important for consumer decision making?
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Chapter 8: Judgment and Decision Making Based on High
Effort
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Sample Questions
Q1) When ownership increases the value of an item,it is termed the endowment effect. A)True
B)False
Q2) Compare and contrast cognitive and affective decision-making strategies.
Q3) Georgia imagined herself driving a rented convertible during her upcoming vacation to Hawaii.She imagined the view of the ocean,the smell of tropical flowers and the wind in her hair.However,when she actually got to Hawaii,it rained her entire visit and her rental car had engine problems.Georgia's imagery resulted in
A) a negativity bias.
B) a mood congruent bias.
C) an attraction effect.
D) a positivity bias.
E) consumer underconfidence.
Q4) Ann is looking for a computer and looks at Toshiba and likes the product very much.She then moves on to look at Dell computers.Ann is using attribute processing. A)True B)False
Q5) Describe the different types of noncompensatory models.
Q6) What are some biases in the judgment process?
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Chapter 9: Judgment and Decision Making Based on Low Effort
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Sample Questions
Q1) What role do consumer price perceptions play in the use of price-related tactics?
Q2) How does the concept of the hierarchy of effects change depending on our assumptions about the choice process?
Q3) If a large proportion of one's consumers are purchasing by habit,marketers need to be very concerned about losing consumers.What can they do about this?
Q4) Operant conditioning views behavior as being influenced by
A) a conditioned stimulus being attached to an unconditioned stimulus.
B) an unconditioned stimulus being attached to a conditioned stimulus.
C) cognitive dissonance.
D) previous actions and the reinforcement from these actions.
E) cognitive reasoning built up from previous decisions.
Q5) How can marketers use price to influence decision making for low-effort products?
Q6) Why is the availability heuristic important to marketers?
Q7) Outline some choice tactics and the situations within which they would be used.
Q8) An end-of-aisle display can increase sales 100 to 400 percent.
A)True
B)False
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Chapter 10: Post-Decision Processes
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Sample Questions
Q1) Within the disconfirmation paradigm,____ are desired product and service outcomes and include "pre-consumption beliefs about overall performance or the levels or attributes possessed by a product (service)."
A) purchases
B) cognitions
C) expectations
D) performances
E) confirmations
Q2) Listerine used to advertise that it prevented colds.This could not be proven or disproved,and is known as ambiguous information.
A)True
B)False
Q3) The disconfirmation paradigm seems to be a strictly cognitive process.Do you agree or disagree? Why?
Q4) Describe the types of complainers and how each responds to dissatisfaction.
Q5) Compare and contrast top dog and underdog strategies.
Q6) When is post-decision dissonance most likely to occur?
Q7) Outline some of the potential consumer responses to dissatisfaction.
Q8) What strategies can a marketer implement to increase customer retention?
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Chapter 11: Social Influences on Consumer Behavior
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Sample Questions
Q1) Although Clay rarely drinks,he will have a beer when at a party or out with friends so he will not be the only one not drinking.This is an example of Clay ____ to the group's behavior.
A) complying
B) reacting
C) conforming
D) rebelling
E) copying
Q2) Groups that are high in formality are those which
A) are highly structured.
B) are very serious.
C) have a long history.
D) keep their members at a distance.
E) do the same program each time they meet.
Q3) Social influence can be great in all of the following situations except when
A) the information is communicated by an outgroup member.
B) the information source is credible.
C) the source can communicate widely.
D) individuals are part of one group.
E) opinions are communicated by the leader of a group.
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Chapter 12: Consumer Diversity
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Sample Questions
Q1) Systems such as ____ group areas and neighborhoods into more precise clusters based on similarities in demographic and consumption characteristics.
A) America Online
B) JAZZ
C) PRIZM NE
D) CompuServe
E) JAVA
Q2) The baby boomers are those who were born between
A) 1906 and 1924.
B) 1966 and 1984.
C) 1926 and 1944.
D) 1946 and 1964.
E) World War I and World War II.
Q3) Boomerang kids are those who emulate the Australian culture.
A)True
B)False
Q4) Why is the concept of "intensity of ethnic identification" important for marketers?
Q5) What is the difference between gender and sexual orientation?
Q6) What are two key points about marketing and consumers' sexual orientation?
Page 14
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Chapter 13: Household and Social Class Influences
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Sample Questions
Q1) P&G has made great strides in marketing to consumers who make on average just $2 a day in some developing nations.
A)True
B)False
Q2) Many middle-class Americans copy the leisure activities such as golf and tennis of upper classes.This is an example of
A) status float.
B) class elevation.
C) wannabe millionaires.
D) the trickle-down effect.
E) unrealistic expectations.
Q3) Ads targeting the ____ often focus on local themes and activities such as hunting and fishing.
A) lower class
B) working class
C) middle class
D) upper class
E) nouveau riche
Q4) Describe the different segments of the upper class.
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Chapter 14: Psychographics: Values, Personality, and Lifestyles
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Sample Questions
Q1) Our ____ is our total set of values and their relative importance.
A) belief network
B) psychonetwork
C) value system
D) world reference
E) belief reference
Q2) ____ are enduring beliefs that a given behavior or outcome is desirable or good.
A) Transferences
B) Ideas
C) Foundational ideas
D) Schemas
E) Values
Q3) Consumers in university towns can be clustered into several lifestyle groups,including fraternity row,granolas,graduate couples,and hangers on.This is an example of a description of consumers by
A) demographics.
B) psychographics.
C) SES.
D) socioeconomic status.
E) physiological spending patterns.
Page 16
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Chapter 15: Innovations: Adoption, Resistance, and Diffusion
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Sample Questions
Q1) What influences the rates of diffusion for an innovation?
Q2) Services such as home shopping and direct mail are innovations primarily because they involve
A) new marketing communications pitches.
B) new brand names.
C) radical innovation.
D) new technology.
E) changes in consumption patterns.
Q3) Resistance is
A) a part of adoption.
B) closely related to adoption.
C) the last stage of adoption.
D) the second stage of adoption.
E) a concept separate from adoption.
Q4) Most new products are continuous innovations.
A)True
B)False
Q5) Discuss the process of adoption and resistance.
Q6) Discuss the five adopter categories and their characteristics.
Q7) How does diffusion relate to the product life cycle?
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Chapter 16: Symbolic Consumer Behavior
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Sample Questions
Q1) Some occasions are festive while others are more somber.The clothing worn during these occasions mirrors these moods.The way we behave and the clothes we wear during these occasions are defined by the ____ of the occasion.
A) ritualistic phenomenon
B) cultural category
C) derivational category
D) connectedness function
E) emblematic function
Q2) The state in gift giving where an individual selects a gift for a friend is called the reformulation stage.
A)True
B)False
Q3) Studded collars,fluorescent hair color,and Mohawk haircuts are consumption symbols of punks.These are best thought of as examples of
A) geographic emblems.
B) ethnic emblems.
C) reference group emblems.
D) social class emblems.
E) gender emblems.
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Page 18
Chapter 17: Marketing,Ethics,and Social Responsibility in
Today's Consumer Society
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Sample Questions
Q1) All of the following are forms of deviant acquisition behavior except A) bait and switch.
B) compulsive buying.
C) shoplifting.
D) consumer fraud.
E) black markets.
Q2) Sometimes people steal just because they know it is something they are not supposed to do.This is known as A) compulsion.
B) elation.
C) paranoid purchasing.
D) thrill-seeking tendency.
E) psychotic shoplifting.
Q3) You receive an application for a credit card in the mail.You fill in the necessary information (address,telephone number,banks where you do business,and income),and after your card arrives you use it to buy clothes for the children,a jogging suit,and a high-definition color TV.Given the high purchase price of the TV,you decide to fill in the product registration card.Could these actions lead to an invasion of your privacy? If so,how?
Q4) In what ways might marketing increase underage drinking and smoking?
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