Services Marketing Practice Exam
Course Introduction
Services Marketing explores the unique challenges and strategies associated with the marketing of intangible service products. This course covers foundational concepts such as the service marketing mix, customer relationship management, service quality, and the importance of delivering exceptional customer experiences. Students will analyze how factors like customer expectations, service process design, and technology impact service delivery in diverse industries including hospitality, healthcare, finance, and professional services. Through case studies and practical applications, participants will develop skills in creating effective service marketing strategies that foster customer satisfaction, loyalty, and long-term business success.
Recommended Textbook Consumer Behavior 10th Edition by Leon Schiffman
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16 Chapters
1735 Verified Questions
1735 Flashcards
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Page 2
Chapter 1: Consumer Behavior: Meeting Changes and Challenges
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) In terms of expectations,when is a customer not satisfied,satisfied,and delighted?
Answer: A customer is satisfied when the expectations have been met,a customer is dissatisfied when expectations have not been met and the product did not perform as expected.A customer is highly satisfied or delighted when the product or service has exceeded the expectations of the customer.
Q2) In the AIRLINE MINI CASE,by tracking flight searches and developing services to better meet customers' unfulfilled needs,Transatlantic adheres to the ________.
A) social marketing concept
B) production concept
C) selling concept
D) marketing concept
E) product concept
Answer: D
Q3) "Me too" products are products that lack a unique image or benefit.
A)True
B)False
Answer: True
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Page 3
Chapter 2: Introduction to the Consumer Research Process
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105 Verified Questions
105 Flashcards
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Sample Questions
Q1) The central tenet of ________ is that consumers are not always consciously aware of why they make the decisions they do.
A) attitudinal research
B) complaint analysis
C) controlled experimentation
D) test marketing
E) motivational research
Answer: E
Q2) Depth interviews are 20-60 minute long non-structured interviews between the interviewer and the respondent in which ________.
A) the interviewer actively directs and leads the respondent in certain directions
B) the respondent answers a series of prepared questions in brief
C) the interviewer minimizes his or her own participation
D) the respondent is encouraged to be positive about the topic of discussion
E) the respondent is asked to answer a series of multiple choice questions
Answer: C
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Chapter 3: Market Segmentation and Strategic Targeting
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108 Verified Questions
108 Flashcards
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Sample Questions
Q1) ________ is felt by many marketers to be a strong indicator of the ability to pay for a product.
A) Age
B) Gender
C) Occupation
D) Education
E) Income
Answer: E
Q2) ________ segmentation differentiates among heavy users,medium users,light users,and nonusers of a specific product,service or brand.
A) Brand awareness
B) Brand loyalty
C) Usage rate
D) Sociocultural
E) Benefit
Answer: C
Q3) Frequency award programs attempt to reward customers who are brand loyal.
A)True
B)False
Answer: True
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Chapter 4: Consumer Motivation
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108 Verified Questions
108 Flashcards
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Sample Questions
Q1) Why do savvy marketers define their missions in terms of the consumer needs they satisfy and not the products that satisfy those needs?
Q2) In the WEIGHT LOSS MINI CASE,when Peter decides that he prefers fruit to potato chips with his lunch,this is an example of a(n)________.
A) approach goal
B) substitute goal
C) avoidance goal
D) biogenic goal
E) primary goal
Q3) Discuss the theory that Abraham Maslow formulated with regard to human needs.
Q4) Egoistic needs can take either an inward or an outward orientation,or both.Outwardly directed ego needs reflect an individual's need for ________.
A) self-acceptance
B) personal satisfaction with a job well done
C) reputation
D) independence
E) self-esteem
Q5) Need-driven human activity never ceases.Why is this?
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Chapter 5: Personality and Consumer Behavior
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) Sigmund Freud's psychoanalytic theory of personality is built on the premise that ________ are at the heart of human motivations and personality.
A) social relationships
B) conscious decision-making processes
C) efforts to avoid anxiety
D) efforts to overcome inferiority
E) unconscious needs or drives
Q2) ________ have been shown to tend to display and share their involvement in their purchases with others who have a similar interest.
A) Compulsive consumers
B) Fixated consumers
C) Highly ethnocentric consumers
D) Inward-directed consumers
E) Dogmatic consumers
Q3) According to Freud,the superego acts to restrain or inhibit the impulsive forces of the id.
A)True
B)False
Q4) Identify the ways in which possessions can extend the self.
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Chapter 6: Consumer Perception
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106 Verified Questions
106 Flashcards
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Sample Questions
Q1) People tend to experience the numerous stimuli they select from the environment as separate and discrete sensations.
A)True
B)False
Q2) Products and brands have symbolic value for individuals,who evaluate them on the basis of their consistency with their personal pictures of themselves.
A)True
B)False
Q3) Completed messages or tasks are better remembered than those that are incomplete.
A)True
B)False
Q4) Consumers tend to use price as a surrogate indicator of quality if ________.
A) they have little information with which to make their purchase decision
B) they have confidence in their ability to make an educated product or service choice
C) they are familiar with the brand name
D) they have experience with the store in which the product was purchased
E) they have experience with the product or service
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Chapter 7: Consumer Learning
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108 Verified Questions
108 Flashcards
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Sample Questions
Q1) When consumers are presented with information overload,they may encounter difficulty in encoding and storing it all.
A)True
B)False
Q2) ________ results in the selection of a specific stimulus from among similar stimuli.
A) Stimulus generalization
B) Stimulus discrimination
C) Stimulus recognition
D) Stimulus selection
E) Stimulus differentiation
Q3) Newly acquired knowledge and personal experience serve as ________ to the individual and provide the basis for future behavior in similar situations.
A) stimulus
B) sensation
C) communication
D) understanding
E) feedback
Q4) How do some marketers make use of the concept of stimulus generalization?
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Page 9
Chapter 8: Consumer Attitude Formation and Change
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) According to the attitude-toward-object model,the consumer's attitude toward a product is a function of ________.
A) price
B) communication messages the consumer receives
C) the presence or absence of certain product-specific beliefs or attitudes
D) the consumer's intention to behave in a certain way
E) consumers' subjective norms
Q2) Marketers can help consumers relieve their dissonance by including messages in their advertising specifically aimed at reinforcing consumers' decisions by complimenting their wisdom,offering stronger guarantees or warranties,increasing the number and effectiveness of its services,or providing detailed brochures on how to use its products correctly.
A)True
B)False
Q3) In the CAR MINI CASE,Subaru's advertising most closely adheres to the ________.
A) elaboration likelihood model
B) trying-to-consume model
C) dual mediation model
D) attitude-toward-the-ad model
E) buyer intention model
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Chapter 9: Communication and Consumer Behavior
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) Buzz agents may be enlisted by firms in an attempt to initiate ________.
A) a word-of-mouth campaign
B) impersonal communication
C) brand credibility
D) opinion leadership
E) publicity
Q2) Consumers selectively perceive advertising messages.They carefully read ads for products that they know little about and tend to ignore advertisements that have more relevance to them.
A)True
B)False
Q3) A group to which a person either belongs or would qualify to belong to is called a(n)________ group.
A) comparative
B) normative
C) membership
D) informal
E) symbolic
Q4) When is sex best used in advertising?
Q5) Talk about the sleeper effect in advertising.
Page 11
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Chapter 10: The Family and Its Social Class Standing
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105 Verified Questions
105 Flashcards
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Sample Questions
Q1) Lower-middle-class consumers' affinity for ________ makes them prime targets for licensed goods.
A) status consumption
B) external points of identification
C) upward comparison
D) downward mobility
E) prestige
Q2) What is social comparison theory? How does it relate to status consumption? How might marketers use this theory in advertising?
Q3) According to social comparison theory,individuals normally compare their own material possessions with those owned by others in order to determine their relative social standing.
A)True
B)False
Q4) Name three new emerging households that have become important to marketers with the change in society.
Q5) Husband-wife decision making appears to be independent of cultural influences. A)True
B)False
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Chapter 11: The Influence of Culture on Consumer Behavior
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) When anthropologists immerse themselves in the environment under study,this technique is called ________.
A) value measurement
B) depth interviews
C) participant observation
D) group observation
E) content analysis
Q2) Which of the following American core values serves as a social and moral justification for the acquisition of goods and services in a context such as "you worked for it," or "you deserve it?"
A) materialism
B) progress
C) achievement and success
D) external conformity
E) individualism
Q3) How does marketing influence cultural learning?
Q4) A behavior is only considered a ritual if it is public and can be proven.
A)True
B)False
Q5) Differentiate between values and beliefs in the context of defining culture.
Page 13
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Chapter 12: Subcultures and Consumer Behavior
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Sample Questions
Q1) Christmas is the major gift-purchasing season of the year.This corresponds with which type of subculture?
A) racial
B) ethnic
C) age
D) religious
E) nationality
Q2) Which of the following is true of the "traditional elderly"?
A) They are especially knowledgeable and alert customers.
B) They see age as a physical state.
C) They are selectively innovative.
D) They seek new experiences and personal challenges.
E) They feel financially secure.
Q3) The proportion of non-Hispanic whites in the U.S.population is projected to ________ over the next several decades.
A) increase
B) decrease
C) diffuse
D) remain at same level
E) dramatically rise
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Chapter 13: Cross-Cultural Consumer Behavior: an International Perspective
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) Company B appeals to consumers in different countries by using relatively different,"local," or specific marketing strategies for members of distinctive cultures or countries.Company B is using ________ as a segmentation strategy.
A) shared needs and values
B) national borders
C) international status
D) local concerns
E) contemporary issues
Q2) ________ provide(s)a form of "culture transfer" when companies expand their markets by bringing new products,services,practices,ideas,and experiences to potential consumers residing in a different country and possessing a different cultural view.
A) International marketing
B) Travel
C) Movies
D) Gifts
E) Television
Q3) When is standardization of product and message most appropriate?
Q4) How has the growth of the middle class in developing countries impacted marketers?
Chapter 14: Consumers and the Diffusion of Innovations
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Sample Questions
Q1) A ________ is a physical,social,or cultural environment to which people belong and within which they function.
A) social hub
B) trial
C) social system
D) market
E) innovation
Q2) How quickly an innovation spreads through a market depends to a great extent on communications between the marketer and consumers,as well as communication among consumers.
A)True
B)False
Q3) In the TABLE MINI CASE,when Cynthia first sees the new coffee table,she is at the ________ stage of the adoption process.
A) awareness
B) interest
C) evaluation
D) trial
E) adoption/rejection
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Page 16
Chapter 15: Consumer Decision Making and Beyond
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110 Flashcards
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Sample Questions
Q1) The ________ refers to the specific brands a consumer considers in making a purchase within a particular product category.
A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set
Q2) When consumers make an emotional purchase,more emphasis is placed on the prepurchase search for information.
A)True
B)False
Q3) Maria needs a new pair of jeans.She knows that pants from American Eagle,in size 10,tend to fit her very well in the waist and hips and are long enough,so she goes to American Eagle and picks up a pair.Maria's is a case of ________.
A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior
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Page 17
Chapter 16: Marketing Ethics and Social Responsibility
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) Socially beneficial forms of doing business include ________.
A) buzz marketing
B) stimulus generalization
C) viral marketing
D) deceptive advertising
E) cause-related marketing
Q2) ________ is a technique that allows marketers to send precisely directed messages to very small audiences on an ongoing basis.
A) Narrowcasting
B) Broadcasting
C) Simulcasting
D) Microcasting
E) Open casting
Q3) Because marketers continuously sponsor ads portraying values or behaviors that some (or many)consumers find distasteful or wrong,we can conclude that public scrutiny has little impact on marketers.
A)True
B)False
Q4) What is puffery?
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