Services Marketing
Midterm Exam
Course Introduction
Services Marketing explores the unique challenges and strategies involved in marketing intangible products and experiences. The course covers topics such as the characteristics of services, service quality, customer expectations and perceptions, designing service delivery processes, managing customer relationships, and handling service failure and recovery. Emphasis is placed on the development of effective marketing mixes for services, service branding strategies, and the role of technology in service delivery. Through case studies and real-world examples, students learn to apply marketing concepts to sectors such as hospitality, healthcare, finance, and professional services, preparing them to address the complexities and opportunities within service-driven industries.
Recommended Textbook
Marketing 6th Edition by Dhruv Grewal
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Page 2
Chapter 1: Overview of Marketing
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Q1) How could you use marketing ideas to market yourself to potential employers after you graduate?
Answer: If an individual seeking a job sees the potential employer as a customer,he or she can begin to adopt the idea of creating value,focusing the "marketing mix" that the individual brings,and bring a strategic approach to a job search.Research,of course,will help in separating fact and reality from suppositions and assumptions.
Q2) Xavier is analyzing potential market segments.He should carefully seek potential customers who have both an interest in his products and A) a thorough knowledge of his brand messages.
B) the ability to buy them.
C) knowledge of competing products.
D) the ability to negotiate discounts.
E) are removed from traditional marketing alternatives.
Answer: B
Q3) How should marketers determine prices?
Answer: Prices should be based on potential customers' perceptions of value.
Q4) What are the four Ps of marketing? Give an example of each.
Answer: Product,price,place,and promotion.Examples will vary.
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Chapter 2: Developing Marketing Strategies and a Marketing Plan
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Q1) Fernando was thrilled to find out that his company had just decided to invest a great deal of money in the product he was managing.He knows that even with its recent high rate of growth and the fact that it dominates its market,he would need more money to establish it firmly.Using the BCG portfolio analysis,his product would be classified as a(n) A) star.
B) cash cow.
C) question mark.
D) dog.
E) anchor.
Answer: A
Q2) A(n)___________ is a group of products that consumers may use together or perceive as similar in some way.
A) SBU
B) STP
C) product line
D) market segment
E) promotional service
Answer: C
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Chapter 4: Conscious Marketing,corporate Social Responsibility,and Ethics
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Q1) Charges that firms are using "sweatshop" labor to produce their products are likely to occur during the __________ phase of the strategic marketing planning process.
A) planning
B) implementation
C) control
D) evolution
E) marketing mix
Q2) Southwest Airlines operates a blog called Nuts About Southwest.A group of employees share the responsibility for posting items of potential interest to customers-for example,short videos about Southwest's travel destinations,articles (with photos)about special events,and news about airline promotions.Nuts About Southwest is an example of a
A) corporate blog.
B) network blog.
C) personal blog.
D) professional blog.
E) social blog.
Q3) Distinguish between business ethics and marketing ethics.
Q4) Explain how YouTube helps customers "experience" a product or service.
Page 5
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Chapter 5: Analyzing the Marketing Environment
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Q1) By offering environmentally responsible products,green marketers
A) undercut prices of nonenvironmentally responsible marketers.
B) keep costs much lower than those of competitors.
C) make consumers feel guilty for buying other products.
D) add value that other products do not have.
E) all of these
Q2) Marketers know that,compared to high school graduates who are working full time,college students
A) will earn less over their working lifetime.
B) spend their disposable dollars differently.
C) are less likely to buy textbooks.
D) have almost identical spending patterns.
E) are more likely to drink beer and less likely to drink wine.
Q3) The next broad wave of mobile applications is likely to expand the use of wireless payments through applications such as Apple Pay,Google Wallet,Master Card's Easy Pay,and Softcard Mobile Wallet,all of which enable customers' phones to serve as m-wallets.
A)True
B)False
Q4) How can marketers identify potential opportunities?
Page 6
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Chapter 6: Consumer Behavior
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Q1) For many American consumers,the purchase of a personal computer has shifted from an extended problem-solving decision to a limited problem-solving decision.How does this change the way retail stores should display and sell computers?
Q2) __________ refer(s)to the process by which consumers select,organize,and interpret information to form a meaningful picture of the world.
A) Attitude
B) Learning
C) Perception
D) Values
E) Consumption
Q3) Marketers fear negative word of mouth because when consumers are dissatisfied,they
A) are less likely to say something than when they are satisfied.
B) often want to complain to many people.
C) buy more of the product to prove they were correct in their criticism.
D) often file a lawsuit.
E) don't buy any of the company's other products.
Q4) Using examples,describe the difference between impulse buying and habitual decision making.
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Chapter 7: Business-To-Business Marketing
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Q1) A small business may use a web portal as a means of forming a supply chain that can respond to its needs.
A)True
B)False
Q2) At many universities,education faculty members were among the first to ask for personal computers.These faculty members were __________ in the buying center.
A) buyers
B) initiators
C) influencers
D) deciders
E) gatekeepers
Q3) The three types of buying situations
A) create confusion among B2B sellers.
B) suggest that B2B sellers should develop one marketing mix to use for all situations.
C) require business sellers to be consistent in their marketing mixes.
D) are theoretical and have little relation to what happens in the real world.
E) call for different marketing and selling strategies.
Q4) Describe the four B2B markets and explain how their transactions differ.
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Chapter 8: Global Marketing
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Q1) When a company decides to minimize risk and enter a global market by shipping its products to buyers in other countries,this is known as
A) exporting.
B) franchising.
C) a strategic alliance.
D) a joint venture.
E) direct investment.
Q2) Once a firm has done an analysis of the most viable markets for its products,then it must next
A) determine the competition and develop strategies to overcome it.
B) conduct an internal assessment of its capabilities.
C) conduct an external analysis of the target market's economy, culture, and regulatory barriers.
D) develop a product to meet the needs of those markets.
E) achieve success with the product in its home market.
Q3) What is the difference between a strategic alliance and a joint venture?
Q4) Russia has notably high uncertainty avoidance and power distance scores on Hofstede's cultural dimensions graph.What does this mean to someone looking to market a product in that country?
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Chapter 9: Segmentation,targeting,and Positioning
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Q1) Marketers often employ a combination of segmentation methods,using __________ to identify and target their customers,and __________ to design products and messages to appeal to them.
A) loyalty segmentation; demographics
B) undifferentiated targeting; differentiated targeting
C) loyalty segmentation; geodemographics
D) demographics and geography; lifestyle or benefit segmentation
E) lifestyle segmentation; geographic segmentation
Q2) Segment profitability asks marketers to consider segment size,segment adoption percentage,purchase behavior,profit margin percentage,and fixed costs.Select three of these five elements and explain where marketers will find solid quantifiable information to make the calculations.
Q3) Positioning strategies generally focus either on how the product benefits the consumer or on how it is better than competitors' products.
A)True
B)False
Q4) Create a positioning strategy for your school's business program.How do you want potential students to view your program?
Q5) Write a value proposition for your favorite restaurant.
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Chapter 10: Marketing Research
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Q1) Digital billboards embedded with ________ software can identify passersby and then display ads targeted to them,based on their age,gender,and attention level.
A) social media
B) neuromarketing
C) facial recognition
D) Internet tracking
E) data mining
Q2) One of the benefits of marketing research that it reduces the uncertainty under which managers make decisions.
A)True
B)False
Q3) What is the difference between data and information?
Q4) In the marketing research process,data collection happens after research design. A)True
B)False
Q5) T'Lene is putting together a focus group to discuss students' concerns about the business curriculum.What should her focus group include?
Q6) How can developing a questionnaire be part art and part science?
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Chapter 11: Product,branding,and Packaging Decisions
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Q1) What aspect of the product is being described when a used-car salesperson explains that each car comes with a one-year extended warranty and a two-year maintenance plan?
A) actual product
B) associated services
C) product style
D) product position
E) product concept
Q2) Almost every business wants brand loyal customers.Why?
Q3) A __________ is a group of associated items that consumers tend to use together or think of as part of a group of similar products.
A) product line
B) product mix
C) product mix breadth
D) line extension
E) brand extension
Q4) Burger King and Häagen-Dazs ice cream once attempted to use co-branding.What is a likely reason that it failed?
Q5) What is brand extension? Provide an example of brand extension.
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Chapter 12: Developing New Products
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Q1) In the diffusion of innovation process,innovators enjoy taking risks and are regarded as highly knowledgeable.Marketers want to identify innovators because
A) they prefer products from established market leaders.
B) other consumers defer to their judgment, creating the opportunity for word-of-mouth referrals.
C) they are especially price conscious.
D) they are easily influenced by reminder advertising.
E) they encourage competitors to enter the market.
Q2) A marketing professor in Ithaca,New York,maintains a museum of failed consumer products.Most new products in this museum failed during the __________ stage of new product development,when they are introduced to a limited geographic area.
A) pretesting
B) product launch
C) test marketing
D) product development
E) concept testing
Q3) Using the diffusion of innovation theory,what factors contributed to the rapid adoption and success of Amazon.com?
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Chapter 13: Services: the Intangible Product
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Q1) The old restaurant saying "You are only as good as the last meal served" reflects the fact that services are
A) intangible.
B) perishable.
C) heterogeneous.
D) portable.
E) viable.
Q2) What are some of the outcomes that result from a communication gap?
Q3) In services marketing,the saying "where the rubber meets the road" refers to whether or not a(n)__________ gap exists.
A) knowledge
B) quality
C) delivery
D) standards
E) empowerment
Q4) In training service providers,service quality goals should be general to allow for the various needs of consumers.
A)True
B)False
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Chapter 14: Pricing Concepts for Establishing Value
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Q1) Pure competition occurs when there are many firms competing for customers in a given market but their products are differentiated.
A)True
B)False
Q2) Brands that have developed loyal customers have a higher price elasticity of demand.
A)True
B)False
Q3) When the major league baseball season opens in April,teams that are located in the Midwest and Northeast are still experiencing colder and frequent rainy weather.This often results in fewer fans attending these April games.What can these ball clubs do to maximize their revenue during this time period?
Q4) When firms set prices similar to those of competitors,they are following a strategy of A) me-too pricing.
B) copycat pricing.
C) competitive parity.
D) market-broadening pricing.
E) industry-standard pricing.
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Chapter 15: Supply Chain and Channel Management
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Q1) In determining the price of his company's new small-business accounting software,Richard is assessing how much better his company's software is as compared to alternative products available in the market.Richard is using _______ pricing.
A) cost-based
B) improvement value
C) reference-based
D) cost of ownership
E) market-based
Q2) Explain the concept of the high/low strategy.Why is this an attractive strategy to marketers?
Q3) Why do marketers of new and innovative products often start out with a price skimming strategy rather than a penetration strategy?
Q4) The expression "3/10,n/30" means that a business must pay 3 percent of the total invoice amount in 10 days,with the remainder due in 30 days.
A)True
B)False
Q5) How does a loss-leader strategy work? What is the danger of using this strategy?
Q6) Explain the meaning of "2/10,n
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Chapter 16: Supply Chain and Channel Management
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Q1) What kinds of information affecting the supply chain would be found in a data warehouse?
Q2) After installing an electronic data interchange,Carmella's gift shop was able to reduce _______,the amount of time between the recognition that an order needs to be placed and the arrival of the needed merchandise.
A) quick time
B) the advance notice
C) lead time
D) float time
E) supply chain conflict time
Q3) Explain how a firm like Walmart would exert referent power over another firm.
Q4) As a very small manufacturer of nutritional products for race horses,Horse Health Products Company maintained information using bookkeeping and inventory management software and communicated with customers through e-mail and fax.As its business expanded,Horse Health Products's owner began to consider creating an electronic data interchange.What could an EDI system do for his company?
Q5) Describe the three types of vertical marketing systems.
Q6) Describe a scenario that represents the first phase of a vertical marketing system.
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Chapter 17: Retailing and Omnichannel Marketing
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Q1) Which type of store is small and offers a limited merchandise assortment at very low prices?
A) specialty stores
B) extreme-value retailers
C) outlet stores
D) limited assortment supermarkets
E) convenience stores
Q2) In the past,__________ controlled supply chains.
A) retailers
B) manufacturers
C) government agencies
D) wholesalers
E) distributors
Q3) Of the following retailers,the best example of a category killer is
A) Dollar General.
B) Staples.
C) Kohl's.
D) Target.
E) Costco.
Q4) How can the size of a company affect the choice of marketing channels?
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Chapter 18: Integrated Marketing Communications
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Q1) Charming Charlie's,a fashion accessories retailer,encourages visitors to its stores to "check in" using a smartphone app.In return,customers receive an instant coupon toward that day's purchase.This is an example of
A) personal selling.
B) mobile marketing.
C) online marketing.
D) social media.
E) advertising.
Q2) There is an old advertising adage "I know I'm wasting half of my advertising budget.I just don't know which half." What is the lagged effect? How does it contribute to the dilemma of attempting to determine which advertising has an impact and which doesn't?
Q3) Tom asks you how to measure gross rating points and how to compare results from various media.How would you respond?
Q4) Explain how Google Analytics helped Puma develop its marketing strategy.
Q5) Though a picture may be worth a thousand words,the most important facet of encoding is not what is received but what is sent.
A)True
B)False
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Chapter 19: Advertising,public Relations,and Sales
Promotions
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Q1) An advertisement stating "Buy now: no money down" is a persuasive-type ad.
A)True
B)False
Q2) The first step in developing an ad campaign for Jason's reggae band is to identify his target audience.Why is this a starting point for effective advertising? What does identifying his target audience involve?
Q3) The advertising message "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes" suggests that advertising messages need to
A) emphasize technology.
B) focus on quality.
C) inform consumers about opportunities.
D) focus on solving problems.
E) engage in mild puffery.
Q4) __________ is when two or more firms join to reach a target audience.
A) Promotional co-branding
B) Cross-promotion
C) Joint-venture promotion
D) Multitarget promoting
E) Convenience promoting
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Chapter 20: Personal Selling and Sales Management
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Q1) Like any effective salesperson,Frazer walks into a customer's office,shakes hands,looks the customer in the eye,and smiles.After exchanging pleasantries,Frazer will immediately try to create interest in his company's product and establish
A) which type of follow-up will be needed.
B) how much time has been allocated for the presentation.
C) which of the alternative products to demonstrate.
D) whether to quote a full price or discount price.
E) where the customer is in the buying process.
Q2) One of the benefits of careers in sales is flexibility in scheduling.
A)True
B)False
Q3) Tara made sure that her customers felt comfortable contacting her when they needed something,and she focused on the long term in her dealings with them.Tara is a ________-oriented salesperson.
A) needs
B) relationship
C) sales
D) profit
E) rewards
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