Services Marketing
Final Test Solutions
Course Introduction
Services Marketing focuses on the unique challenges and strategies involved in marketing intangible products and creating satisfying customer experiences. The course covers topics such as the characteristics of services, service quality, customer expectations, relationship management, service design, pricing, promotion, and distribution in service organizations. Students will explore the role of employees and processes in service delivery, the management of service encounters, service recovery strategies, and the use of technology in enhancing services. By examining real-world examples from industries such as hospitality, healthcare, banking, and professional services, students will develop a comprehensive understanding of how effective services marketing can drive customer loyalty and organizational success.
Recommended Textbook
Consumer Behaviour 3rd Australia Edition by Michael Solomon
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Page 2
Chapter 1: Buying,having and Being
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Sample Questions
Q1) Which of the following marketing philosophies emphasises interacting with customers on a regular basis and giving them reasons to maintain a bond with a company's brands over time?
A) Differentiated marketing
B) Global marketing
C) Social marketing
D) Relationship marketing
Answer: D
Q2) Which of the following best characterises social critic Vance Packard's position on the possibility of marketing efforts manipulating consumers' thoughts?
A) Marketers don't have enough knowledge to manipulate consumers.
B) Marketers have been successful in manipulating consumers' emotions, but not thought processes.
C) Marketers have used knowledge of the social sciences to channel consumer habits, decisions and thoughts.
D) The public has been unnecessarily frightened by allegations of marketing manipulation that are blatantly false.
Answer: C
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Available
Study
Chapter 2: Perception
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Q1) What does the study of semiotics attempt to do?
Answer: Semiotics examines the correspondence between signs and symbols and their role in the assignment of meaning.
Q2) The location of a product's image on a package influences the way our brains make sense of it; we perceive objects lower in a frame to be heavier than objects higher in the frame and objects on the right side of a frame to be heavier than those on the left side of the frame.
A)True
B)False
Answer: True
Q3) Blind taste tests in the 1980s showed that most Coke drinkers preferred a cola that was sweeter than the current product.When Coca-Cola attempted to make its product sweeter,brand loyal customers revolted and demanded the old product be returned.Explain how Coca-Cola marketers could have used the principles of psychophysics to introduce the new coke without creating these problems.
Answer: If the sweetness of the cola was increased by less than a j.n.d.in stages over time,the final product would be much sweeter without most brand loyal customers recognising the change.
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Chapter 3: Learning and Memory
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Q1) Jason heard an old but familiar song that reminded him of a summer in Austria when he was at university.As he thought more about his summer of the past,a flood of memories came rushing back.Describe what was happening to Jason in terms of memory markers.What specific term is used to describe the process whereby his memories came flooding back?
Answer: Memory markers are retrieval cues.The song acted as a mnemonic device that allowed Jason to retrieve episodic memories.A mnemonic is a cue that is memorised along with a memory and will trigger the memory.Episodic memories are those that allow us to remember what we did,or what happened to us or others,and in what order.Spontaneous recovery explains why Jason's memories came back in a rush.
Q2) Determining the most effective reinforcement schedule to use with consumers is important to marketers.What type of reinforcement schedule is most likely being used when,after a period of time has passed,the first response a consumer makes brings the reward?
A) Fixed-interval reinforcement
B) Variable-interval reinforcement
C) Fixed-ratio reinforcement
D) Variable-ratio reinforcement
Answer: A
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Chapter 4: Personality
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Sample Questions
Q1) Describe the basic premise of motivational research and how it might be conducted.
Q2) Motivational research relies on ________ individual consumers. A) psychographic profiles of B) Jungian analysis of C) behavioural targeting of D) depth interviews of
Q3) Define and provide examples of the following terms: addictive consumption,compulsive consumption and consumed consumers.
Q4) What were the beliefs of the neo-Freudians? Are those beliefs relevant to marketing today?
Q5) Motivational research is based on the trait theory of personality. A)True B)False
Q6) List and briefly describe four of Ernest Dichter's major motives for consumption as determined by motivational research.
Q7) The Michelin Man is an illustration of the concept of animism. A)True B)False
Page 6
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Chapter 5: Motivation and Values
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Q1) Lindsay believed that customers would come to view her new resort hotel with high personal involvement because it was a quality property with an excellent view.Instead,she found that many of her customers came to the hotel only when she offered special price discounts.What aspect of consumer involvement had Lindsay ignored?
A) Lindsay forgot that consumer involvement includes personal factors and situational factors as well as object factors.
B) Lindsay forgot that most consumers are apathetic about travel, irrespective of the quality of facilities at their travel destinations.
C) Lindsay forgot that consumer involvement is primarily a function of price; other factors such as quality are relatively unimportant.
D) Lindsay forgot that consumer involvement develops only over long periods of time, and most tourists simply don't have the time to become involved consumers.
Q2) Acculturation is the process of learning a culture other than your own.
A)True
B)False
Q3) Explain the concept of materialism.
Q4) Briefly describe the motivation process in terms of needs,tension and goals.
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Chapter 6: The Self
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Sample Questions
Q1) The looking-glass self is moulded by elements of pop culture,such as comic book heroes.
A)True
B)False
Q2) Men are more likely to use a woman's body shape as a sexual cue.One explanation of this phenomenon is that feminine curves provide evidence of ________.
A) compatibility
B) reproductive potential
C) intellectual capacity
D) sociability
Q3) Clive often exaggerates his positive qualities on his facebook updates.He rationalises the exaggerations by saying,"Who cares what I'm really like anyway?" Clive has separated his ________ self from his ________ self with his exaggerations.
A) outer; public
B) ideal; actual
C) collective; actual
D) ideal; looking-glass
Q4) Explain how the concept of self-esteem is used in advertising.
Q5) Explain and give a brief example of symbolic self-completion theory.
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Chapter 7: Attitudes and Attitude Change
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Q1) A cola drink is preferred by a segment of cola drinkers,but the same segment almost always picks another cola brand in blind taste tests.The attitude formation for this product reflects the value-expressive function more than the utilitarian function.
A)True
B)False
Q2) 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 emphasise the experiential hierarchy of the ABC model of attitudes.
A)True
B)False
Q3) An active attempt to change attitudes is called ________.
A) behaviour modification
B) persuasion
C) communication
D) cognition
Q4) Most researchers agree that an attitude has three components.List and briefly describe those three components.
Q5) Describe the functional theory of attitudes and its components (functions).
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Chapter 8: Individual Decision Making
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Sample Questions
Q1) Coca-Cola is an example of a(n)________ product because it has come to characterise an entire category of soft drinks.
A) exemplar
B) criteria
C) heuristic
D) evoked
Q2) Howard is determined to make his used car yard a successful business venture.One of the cornerstones of his sales strategy is to make every used car appear as if it just rolled off the assembly line.His cars are clean,clean,clean! Howard is relying on which of the following signal forms to send a 'signal of quality' to his customers?
A) Demonstration signal
B) Product signal
C) Promotional signal
D) Design signal
Q3) Traditionally,consumer researchers have approached the study of decision making from a rational perspective.
A)True
B)False
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Chapter 9: Buying and Disposing
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Q1) The psychological dimension of time or how it is experienced is an important factor in what mathematical study?
A) Polychronic activity
B) Queuing or queuing theory
C) Temporal tasking
D) Physical metrics
Q2) According to the ________,a product that is promoted as being better than it really is will create problems with customers even if its innate quality is already high.
A) expectancy disconfirmation model
B) total quality management model
C) incidental similarity theory
D) queuing theory
Q3) When a retail customer senses a sudden urge that simply can't be ignored,the customer is experiencing unplanned buying.
A)True
B)False
Q4) Why does a typical casino have low ceilings,no windows,no clocks and no straight aisles?
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Chapter 10: Groups and Social Connections
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Q1) According to the principle of least interest,a person will gain power in a group as she decreases her commitment to the group.
A)True
B)False
Q2) What do social loafing and decision polarisation have in common?
A) Group decisions become more extreme, so that individuals who are naturally lazy become even more so.
B) Some people do not pay their 'fair share,' which causes groups to polarise into smaller groups.
C) Both effects show how individualism is maintained even within groups that exert considerable peer pressure.
D) Both are examples of how individuals and groups of people behave differently within larger groups than they would behave as individuals.
Q3) Groups maintain fundamental standards of conduct through normative influence.
A)True
B)False
Q4) With respect to opinion leadership,compare the self-designating model and the key informant method.
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Chapter 11: Australian Culture and Lifestyle
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Q1) The typical immigrant today in Australia is most likely from India.
A)True
B)False
Q2) Elizabeth has few resources with which to purchase essentials.She tends to favour proven brands and does not take many risks.She also is very concerned about the approval of others when she goes out in public.Under the VALS classification system,Elizabeth would most likely be labelled a Striver.
A)True
B)False
Q3) Which of the following psychographic studies would place a large sample of respondents into homogeneous groups based on the similarity of their overall preferences?
A) General lifestyle segmentation
B) Lifestyle profile
C) Product-specific segmentation
D) Product-specific profile
Q4) Explain the term 'acculturation' and indicate how the progressive learning model might be used by marketers.
Q5) List the various ways that psychographic segmentation can be used.
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Chapter 12: Income and Social Class
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Q1) If a social researcher wanted to investigate social status in a small city,her best choice for a questionnaire would be one that included questions or observations on education,area of residence,total family income per year,and ________.
A) occupation prestige level of household head
B) membership groups of the primary income earners
C) ability to communicate via the Internet and other electronic communication channels
D) ability to win friends and influence people
Q2) According to a classic view of the Australian 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) Identify the three components marketers use to express a consumption style,and explain why marketers would want to express a consumption style.
Q4) Explain the concept of social mobility and its various forms.
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Chapter 13: Age
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Sample Questions
Q1) Another name for Generation Y is ________.
A) War Babies
B) Slackers
C) the Lost Generation
D) Echo Boomers
Q2) People born between the two World Wars are part of the Silent Generation.
A)True
B)False
Q3) Advertising to teens typically depicts ________.
A) respected adults recommending the product
B) qualified experts explaining the benefit of the product
C) 'in' teens using the product
D) family members from two or three generations using the product together
Q4) Marketers have identified the key values of seniors.One of these is severing the connections with friends and family so that seniors can feel free of restraints.
A)True
B)False
Q5) Explain the concept called 'age cohort.' Briefly explain how marketers might use this concept to segment markets.
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Chapter 14: The Culture of Consumption
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Sample Questions
Q1) Sharon is upset with her secretary.Though everyone in the office agreed not to give Christmas presents this year,Sharon's secretary gave her an expensive bottle of perfume.Which of the following best identifies the source of Sharon's feelings?
A) Objectification
B) Self-serving guilt
C) The reciprocity norm
D) Role transference
Q2) Raymond Chandler wrote classic detective stories.By always using certain roles for his characters and props that were appropriate to the genre,Chandler's novels followed what the text calls a(n)________.
A) cultural formula
B) enacted norm
C) fashion cycle
D) innovation process
Q3) Researchers primarily see the gift-giving ritual as one of ________ exchange.
A) symbolic
B) stylistic
C) psychological
D) economic
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