Services Marketing Exam Solutions
Course Introduction
Services Marketing explores the unique challenges and strategies involved in marketing intangible products and delivering exceptional service experiences. The course covers foundational concepts such as the service marketing mix (7Ps), customer relationship management, service quality, and the role of technology in service delivery. Students learn how to understand customer expectations, manage service encounters, handle service failures, and develop effective marketing strategies for businesses in sectors like hospitality, tourism, banking, healthcare, and professional services. Real-world case studies and practical projects enable students to apply theoretical concepts to design and implement successful service marketing initiatives.
Recommended Textbook
Consumer Behavior 7th Edition by Wayne
D. Hoyer
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17 Chapters
1450 Verified Questions
1450 Flashcards
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Page 2
Chapter 1: Understanding Consumer Behavior
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85 Verified Questions
85 Flashcards
Source URL: https://quizplus.com/quiz/14295
Sample Questions
Q1) The advertising department of Locder Inc. has come up with a new set of advertising campaigns. The advertising manager determines the effectiveness of the new ads before they are broadcast. In this scenario, the advertising manager of Locder Inc. is involved in _____.
A) advertising copy testing
B) misleading advertising
C) disposition
D) perceptual mapping
E) white sales
Answer: A
Q2) Which of the following statements is true of attitudes?
A) They do not change over time.
B) They are conscious and definite choices.
C) They always culminate in a purchase decision.
D) They do not play a role in acquisition behavior.
E) They do not always predict behavior.
Answer: E
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Page 3
Chapter 2: Motivation, Ability, and Opportunity
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85 Verified Questions
85 Flashcards
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Sample Questions
Q1) Briefly explain motivated reasoning with an example.
Answer: Motivated reasoning is the process of forming or maintaining beliefs based on what one wants to be true, rather than what the evidence supports. This can lead individuals to interpret information in a way that confirms their preexisting beliefs, and to dismiss or ignore evidence that contradicts those beliefs.
For example, if someone strongly believes in a particular political ideology, they may be more likely to accept and promote information that supports their views, while dismissing or downplaying evidence that challenges their beliefs. This can lead to a biased and one-sided understanding of complex issues, and can make it difficult for individuals to consider alternative perspectives or change their minds, even when presented with compelling evidence. Motivated reasoning can have significant implications for decision-making, as it can lead to the reinforcement of false or misleading beliefs, and can contribute to polarization and conflict within society.
Q2) Willingness to engage in a goal-relevant activity is an outcome of motivation.
A)True
B)False
Answer: True
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Page 4
Chapter 3: From Exposure to Comprehension
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Sample Questions
Q1) _____ is the process of determining the properties of stimuli using vision, hearing, taste, smell, and touch.
A) Grouping
B) Perception
C) Zipping
D) Habituation
E) Zapping
Answer: B
Q2) Sharon takes the same route to work every day. During her commute, she does not notice the billboards that have been there for more than a week. In this scenario, Sharon is experiencing _____.
A) closure
B) zapping
C) zipping
D) source identification
E) habituation
Answer: E
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Page 5
Chapter 4: Memory and Knowledge
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85 Flashcards
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Sample Questions
Q1) Joos Up, a leading soft drink company, recently launched several energizing drinks for young people. If a consumer's _____ of Joos Up is favorable, it may include such associations as "tastes great" and "boosts me up."
A) brand priming
B) scripted network
C) knowledge content
D) brand image
E) knowledge structure
Q2) Joshua likes ice cream and routinely eats it for dessert after dinner. The schema for ice cream includes associations that reflect its consumption occasions. In the context of the associations in schemas, which of the following dimensions is depicted in this scenario?
A) Uniqueness
B) Favorability
C) Perception
D) Recognition
E) Salience
Q3) In the context of associative networks, briefly explain correlated associations.
Q4) Briefly explain the general effects of brand extensions.
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Chapter 5: Attitudes Based on High Effort
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85 Verified Questions
85 Flashcards
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Sample Questions
Q1) Which of the following statements is true of comparative messages?
A) Negatively framed comparative messages are more effective for promotion-focused consumers than positively framed comparative messages.
B) Comparative messages are useful in changing a consumer's negative first impression of a brand or company.
C) The most common type of comparative messages is the direct comparative message.
D) Comparative messages show how much better the offering is than a competitor's offering.
E) When motivation, ability, and opportunity is high, consumers are more likely to confuse the advertised brand with its competition.
Q2) Discuss the theory of reasoned action.
Q3) Explain how the expectancy-value model works.
Q4) _____ refers to an ad providing information to consumers.
A) Emotional contagion
B) The sleeper effect
C) The hedonic dimension
D) The functional dimension
E) Emotional appeal
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Chapter 6: Attitudes Based on Low Effort
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85 Verified Questions
85 Flashcards
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Sample Questions
Q1) According to the mere exposure effect, humans tend to:
A) expose themselves to others' opinions.
B) prefer familiar objects to unfamiliar ones.
C) expose themselves to others' emotions.
D) prefer not to expose their emotions.
E) prefer unfamiliar objects to familiar ones.
Q2) A research study suggests that consumers' _____ may be the best indicator of advertising effectiveness.
A) recalling ability of the ad
B) recognition of the brand in the ad
C) need to purchase a product in the ad
D) attitude toward the ad
E) ad comprehension
Q3) Humor appears to be more effective when consumers:
A) have a positive attitude toward a brand.
B) are high in need for cognition.
C) are in a negative mood.
D) already have a distinct schema for a brand.
E) are seeking to differentiate a brand.
Q4) Briefly explain the peripheral route to persuasion.
Page 8
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Chapter 7: Problem Recognition and Information Search
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Sample Questions
Q1) Two types of external search are prepurchase search and ongoing search.
A)True
B)False
Q2) Marcus wants to buy a new car. List the external sources that he can use to search for information.
Q3) Jonathan has always been interested in computers. He consistently reads computer magazines, attends various seminars on computer technology, and follows developments in the field through the Internet. In this scenario, Jonathan is engaged in
_____.
A) diagnostic information.
B) preattentive processing
C) ongoing search
D) problem recognition
E) internal search
Q4) Explain the two types of external search for information.
Q5) Discuss the factors that can influence the perception of the actual state.
Q6) In the context of internal search, explain how inhibition limits consumers' processing capacity.
Q7) Discuss the advantages and the perceived disadvantages of online information searches.
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Chapter 8: Judgment and Decision Making Based on High Effort
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Sample Questions
Q1) Barbara loves to visit the mountains during this time in the summer. It is December and she has already started planning ahead for summer. In this scenario, Barbara's prediction of her summer holidays is an example of _____.
A) prospective theory
B) spatial analogy
C) affective forecasting
D) cognitive impulsion
E) heuristic planning
Q2) In the context of cognitive decision-making, noncompensatory models require more cognitive effort than compensatory models do.
A)True
B)False
Q3) Describe the different types of noncompensatory models.
Q4) Describe affective forecasting with an example.
Q5) When consumers' motivation, ability, and opportunity (MAO) to process information relevant to a decision are low, consumers put a lot of effort into making these decisions.
A)True
B)False
10
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Chapter 9: Judgment and Decision Making Based on Low Effort
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85 Verified Questions
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Sample Questions
Q1) Consumers seek variety for two major reasons: satiation and boredom.
A)True
B)False
Q2) In context of price changes, consumers tend to be:
A) relatively insensitive to any price change.
B) equally responsive to price increases and to price decreases.
C) more responsive to price decreases than to price increases.
D) only responsive to price changes when elaboration is high.
E) more responsive to price increases than to price decreases.
Q3) How can habitual purchasing help or hurt marketers?
Q4) Consumers can develop decision heuristics called choice tactics for quick, effortless decision-making:
A) in repeat-purchase situations.
B) in situations requiring the purchase of a product for the very first time.
C) while purchasing large and expensive functional products.
D) in purchases related to hedonic offerings.
E) while purchasing goods and services that have symbolic value.
Q5) Discuss the process of operant conditioning.
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Q6) How can marketers use price to influence decision-making for low-effort products?
Chapter 10: Post-Decision Processes
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85 Flashcards
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Sample Questions
Q1) Walkane Juices is planning to launch a line of flavored beverages. It encourages consumers to take a "$1,000,000 Taste Challenge." According to the challenge, every consumer who is able to identify the flavor with just a sip of the beverage has a chance to win a holiday. In this scenario, Walkane Juices is an underdog which is trying to:
A) block consumers from being exposed to evidence.
B) increase ambiguous information.
C) use promotions to get consumers to try the brand.
D) avoid comparisons with the market leader.
E) maximize post-decision dissonance.
Q2) In the context of the disconfirmation paradigm, _____ are desired or anticipated product/service outcomes and include "pre-consumption beliefs about overall performance, or . . . the levels or attributes possessed by a product (service)."
A) possessions
B) cognitions
C) expectations
D) performances
E) absolutions
Q3) Briefly explain equity theory.
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Chapter 11: Social Influences on Consumer Behavior
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85 Verified Questions
85 Flashcards
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Sample Questions
Q1) The influence delivered verbally from one person to another person or group of people is called _____.
A) share of voice
B) word of mouth
C) personalization
D) scenario planning
E) return on event
Q2) The _____ is designed to induce compliance by getting an individual to agree first to a small favor, then to a larger one, and then to an even larger one.
A) even-a-penny-will-helptechnique
B) door-in-the-face technique
C) foot-in-the-door technique
D) head-out-the-window technique
E) foot-in-the-mud technique
Q3) Discuss the ways in which consumer socialization occurs.
Q4) Discuss the ways in which markets can target a network of individuals.
Q5) Discuss the effect of online forums, review sites, websites, and e-mail on word of mouth.
Q6) Discuss the role of opinion leaders in the marketplace.
Page 13
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Chapter 12: Consumer Diversity
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Sample Questions
Q1) How does the accommodation theory help marketers effectively target ethnic groups?
Q2) Why do marketers target specific age cohorts?
Q3) The millennial generation, also known as Generation Y, consists of consumers born between the years 1980 through 1994.
A)True
B)False
Q4) People of the same _____ are going through similar life experiences and therefore share many common needs, which may lead to similar consumption patterns.
A) age
B) gender
C) ethnicity
D) subculture
E) region
Q5) What are the characteristics of Asian American consumers? How do marketers target them?
Q6) What is the difference between gender and sexual orientation? How do marketers target people according to their sexual orientation?
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Chapter 13: Household and Social Class Influences
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Sample Questions
Q1) Someone who owns an expensive watch or car will likely be viewed as upper class.
A)True
B)False
Q2) Both social class and income are needed to explain behaviors that involve _____.
A) values or beliefs
B) political orientation
C) family norms
D) artist temperament
E) status symbols
Q3) A family is usually defined as a group of individuals living together who are related by marriage, blood, or adoption.
A)True
B)False
Q4) _____, or moving to a lower class, is an increasing trend in some industrialized societies.
A) Status float
B) Status crystallization
C) Reverse mobility
D) Downward mobility
E) Class fragmentation
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Chapter 14: Psychographics: Values, Personality, and Lifestyles
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Sample Questions
Q1) In the context of domain-specific values, which of the following statements is true of materialism?
A) Happiness associated with acquired possessions lingers longer than positive feelings associated with experiences.
B) In a materialistic society, consumers will be receptive to marketing tactics that facilitate the acquisition of goods.
C) Materialism is a terminal value.
D) Materialistic people tend to value symbolic items.
E) There is some evidence that materialists do not spend more than they can afford.
Q2) Discuss the values of work and play shared by the U.S. consumers.
Q3) In the context of values that characterize Western cultures, people who value the original article or a faithful reproduction focus on _____.
A) technology
B) youth
C) authenticity
D) social class
E) individualism
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Page 16
Chapter 15: Innovations: Adoption, Resistance, and Diffusion
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Sample Questions
Q1) Like dynamically continuous innovations, discontinuous innovations often spawn a host of peripheral products and associated innovations.
A)True
B)False
Q2) Jonathan always wore horned-rimmed glasses when he was in school and was always ridiculed because of them. However, in college, he was praised for his smart and intelligent looking glasses even though he wore the same kind of glasses. Horned- and wire-rimmed glasses were considered old-fashioned until they became associated with intellectualism in the 1980s. From the above scenario, it can be understood that when Jonathan entered college his glasses were perceived as a symbolic innovation because:
A) the design of his glasses was observed as new.
B) the features associated with his glasses were new.
C) the brand name associated with his glasses was new.
D) the meaning associated with his glasses was new.
E) the technology associated with his glasses was new.
Q3) Discuss innovations from a marketing viewpoint.
Q4) Discuss the ways in which adopter group characteristics can be researched by marketers.
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Page 17
Chapter 16: Symbolic Consumer Behavior
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90 Verified Questions
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Sample Questions
Q1) Kathryn treasures a pen that once belonged to her grandfather. The pen evokes memories of happy times spent with her grandfather. In the context of special possessions and brands, Kathryn's pen is an example of a(n) _____.
A) ethnic emblem
B) memory-laden object
C) geographical emblem
D) achievement symbol
E) social class emblem
Q2) Which of the following statements is true regarding the appropriateness of a gift?
A) Token gifts are appropriate andappreciated in situations where no gifts are expected.
B) Spontaneous gift giving, even something small, can signify disdain and contempt.
C) Gifts are appropriate irrespective of the relationship of the giver with the recipient.
D) Personal gifts are appropriate in all situations.
E) Token gifts are appropriate and highly appreciated in all situations.
Q3) Discuss social identity theory and how products fit into this theory.
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Chapter 17: Marketing, Ethics, and Social Responsibility in
Today's Consumer Society
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Sample Questions
Q1) Discuss how consumers can boycott a company's activities or products.
Q2) Children are better at understanding the persuasive intent than the informational intent of ads.
A)True
B)False
Q3) An example of helpful other-focus is the sharing of ideas, such as answering the questions of friends or strangers posted on social media such as Twitter or Facebook, or posting product reviews.
A)True
B)False
Q4) Leonard is a shoplifter. He usually steals low-ticket items from stores. How will he rationalize his behavior?
Q5) How does advertising promote an idealized self-image?
Q6) Discuss the "dark side" outcomes that arise with dilemmas in marketing. Provide an example.
Q7) Discuss the ways to promote conservation behavior.
Q8) Discuss the ways of disposing of products that do not function.
Q9) Discuss the "bright side" outcomes that arise with dilemmas in marketing. Provide an example. Page 19
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Page 20