Services Marketing Review Questions
Course Introduction
Services Marketing focuses on the unique challenges and strategies involved in marketing intangible offerings such as hospitality, healthcare, finance, and consulting. The course examines the distinct characteristics of services including intangibility, inseparability, variability, and perishability and how these affect consumer perceptions and marketing approaches. Students will explore topics such as service quality, customer expectations and satisfaction, relationship marketing, service delivery, and the effective use of the marketing mix. Through case studies and real-world examples, the course emphasizes creating and sustaining competitive advantages in service-driven environments.
Recommended Textbook
CB4 4th Edition by
Barry J. Babin
16 Chapters 2151 Verified Questions
2151 Flashcards
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Chapter 1: What Is CB and Why Should I Care
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) Lane Bryant is a women's clothing store specializing in stylish clothing and flattering fits for plus-sized women. Which business orientation best describes Lane Bryant's approach?
A) niche marketing
B) one-to-one marketing
C) mass marketing
D) product marketing
E) undifferentiated marketing
Answer: A
Q2) A market-oriented firm stresses the importance of creating value for customers among all employees.
A)True
B)False
Answer: True
Q3) Differentiated marketing can be taken to the extreme with a practice known as one-to-one marketing.
A)True
B)False
Answer: True
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Page 3
Chapter 2: Value and the Consumer Behavior Value Framework
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121 Verified Questions
121 Flashcards
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Sample Questions
Q1) _____ refers to a marketplace condition in which consumers do not view all competing products as identical to one another.
A) Product positioning
B) Product differentiation
C) Marketing positioning
D) Competitive advantage
E) Market differentiation
Answer: B
Q2) How do hedonic and utilitarian value differ?
A) Utilitarian value is an end in and of itself rather than a means to an end.
B) Hedonic value is very emotional and subjective in nature.
C) When a consumer does something to obtain hedonic value, the action is usually very easy to explain objectively.
D) Utilitarian value is immediate and hedonic value is delayed.
E) Hedonic value is more positive and longer-lasting than utilitarian value.
Answer: B
Q3) A strategy is a planned way of doing something.
A)True
B)False
Answer: True
Page 4
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Chapter 3: Consumer Learning Starts Here: Perception
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135 Verified Questions
135 Flashcards
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Sample Questions
Q1) _____ refers to a change in behavior resulting from the interaction between a person and a stimulus.
A) Habituation
B) Discrimination
C) Categorization
D) Perception
E) Learning
Answer: E
Q2) Involuntary attention occurs when a person is startled by a loud noise and turns his head toward the source of the noise.
A)True
B)False
Answer: True
Q3) Sensation describes a consumer's immediate response to information.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Comprehension, Memory, and Cognitive Learning
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151 Verified Questions
151 Flashcards
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Sample Questions
Q1) Refer to Valentine's Day Scenario. Which source characteristic of Todd's boss most likely influenced his decision on which restaurant to patronize?
A) likeability
B) attractiveness
C) trustworthiness
D) specificity
E) expertise
Q2) The process of grouping stimuli by meaning so that multiple stimuli can become a single memory unit is called _____.
A) repetition
B) dual coding
C) meaningful encoding
D) chunking
E) consolidation
Q3) A tag is a small piece of coded information that helps a particular piece of knowledge get retrieved.
A)True
B)False
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Chapter 5: Motivation and Emotion: Driving Consumer Behavior
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135 Verified Questions
135 Flashcards
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Sample Questions
Q1) Autonomic measures or emotions are those responses that are automatically recorded based on either automatic visceral reactions or neurological brain activity.
A)True
B)False
Q2) Product involvement means that some product is expensive and presents high potential risk for consumers.
A)True
B)False
Q3) Intense emotions lead to superior information processing and should be stimulated by marketers whenever possible.
A)True
B)False
Q4) Emotional labor is performed by service workers who must overtly manage their own emotional displays as part of the requirements of the job.
A)True
B)False
Q5) Describe a schema-based affect based on a shopping experience you've had. Is it positive, negative, or both?
7
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Chapter 6: Personality, Lifestyles, and the Self-Concept
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145 Verified Questions
145 Flashcards
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Sample Questions
Q1) Which trait reflects the tendency of a consumer to exhibit restraint when facing purchases and using resources?
A) envy
B) frugality
C) conscientiousness
D) stinginess
E) materialism
Q2) Innovativeness refers to the degree to which a consumer tends to be open to new ideas and buying new products, services, or experiences early in their introduction.
A)True
B)False
Q3) Geodemographic techniques combine data on consumer expenditures and socioeconomic variables with geographic information in order to identify commonalities in consumption patterns of households in various regions.
A)True
B)False
Q4) Name and describe five of the several traits examined in consumer research that describe you and how they influence your consumption behavior.
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Chapter 7: Attitudes and Attitude Change
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140 Verified Questions
140 Flashcards
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Sample Questions
Q1) From a traditional advertising perspective, the basic communication model is referred to as a _____ approach
A) "one-to-one"
B) "many-to-one"
C) "one-to-many"
D) "many-to-many"
E) "all-or-nothing"
Q2) Which of the following concepts belong to social judgment theory?
A) central route and peripheral route
B) latitudes of acceptance and latitudes of rejection
C) utilitarian function and hedonic function
D) sentiment relations and unit relations
E) high involvement and low involvement
Q3) _____ are relatively enduring overall evaluations of objects, products, services, issues, or people.
A) Beliefs
B) Attitudes
C) Cognitions
D) Intentions
E) Support arguments
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Chapter 8: Consumer Culture
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) Power distance is the extent to which authority and privilege are divided among different groups within society and the extent to which these facts of life are accepted by the people within the society.
A)True
B)False
Q2) Which of the following refers to the extent to which an individual's life is intertwined with a large cohesive group?
A) individualism
B) collectivism
C) isolationism
D) pluralism
E) interactionism
Q3) Core societal values (CSV) represent a commonly agreed upon consensus about the most preferable ways of living within a society.
A)True
B)False
Q4) The symbolic meaning of objects affects gift giving from culture to culture.
A)True
B)False
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Chapter 9: Microcultures
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120 Flashcards
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Sample Questions
Q1) Convergence is a situation in which consumers choose membership in microcultures in an effort to stand out or define themselves from the crowd.
A)True
B)False
Q2) Which term describes the finding that people of the same age end up sharing many of the same values and develop similar consumer preferences?
A) cohort-based microcultures
B) generational microcultures
C) age-based microcultures
D) world teen culture
E) chronological microcultures
Q3) Compare and contrast age-based groups and generational groups. How is this distinction important to marketers?
Q4) Each microculture brings with it role expectations for its members.
A)True
B)False
Q5) The majority of Americans are Catholic.
A)True
B)False
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Chapter 10: Group and Interpersonal Influence
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153 Verified Questions
153 Flashcards
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Sample Questions
Q1) Groups of consumers who develop relationships based on shared interests or product usage are referred to as _____.
A) consumption groups
B) brand communities
C) interest groups
D) lifestyle communities
E) aspirational groups
Q2) Barbara sees herself as being an integral part of her church. She is the choir director and head of the youth activities. Which type of self-schema does Barbara likely have?
A) connected self-schema
B) integrated self-schema
C) interpersonal self-schema
D) maven self-schema
E) value-expressive self-schema
Q3) Social ties in secondary groups are very strong.
A)True
B)False
Q4) Describe social networking websites and discuss how they may influence your behavior.
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Chapter 11: Consumers in Situations
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128 Verified Questions
128 Flashcards
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Sample Questions
Q1) All of the following are antecedent conditions a consumer brings to a particular information processing, purchase, or consumption environment EXCEPT _____.
A) economic resources
B) shopping value
C) orientation
D) mood
E) fearfulness
Q2) _____ refers to the density of people and objects within a given space.
A) Antecedent conditions
B) Shopper density
C) Crowding
D) Infiltration
E) Interference
Q3) Discuss the different ways that time affects consumer behavior. How do marketers help consumers manage these temporal factors?
Q4) Epistemic shopping activities are oriented toward a specific, intended purchase or purchases.
A)True
B)False
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Chapter 12: Decision Making I: Need Recognition and Search
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127 Verified Questions
127 Flashcards
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Sample Questions
Q1) The decision-making approach that is used by a consumer depends heavily on the
A) price and quality of the products/brands considered
B) amount of involvement a consumer has with a product category or purchase and the amount of purchase risk involved with the decision
C) amount of involvement a consumer has with a product category or purchase and the amount of social influence affecting the decision
D) age and education of the consumer making the decision
E) number of family members involved in the decision process
Q2) Refer to Coffee Maker Scenario. Which approach to decision making did Jane use when she searched for information and compared alternatives?
A) habitual decision making
B) limited decision making
C) actual decision making
D) extended decision making
E) complete decision making
Q3) Describe the three major decision-making perspectives and describe a purchase decision you or your family made that illustrates each one.
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Chapter 13: Decision Making Ii: Alternative Evaluation and Choice
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117 Flashcards
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Sample Questions
Q1) _____ is used to understand the attributes that guide preferences by having consumers compare products across levels of evaluative criteria and the expected utility associated with the alternatives.
A) Cluster analysis
B) Conjoint analysis
C) Regression analysis
D) Factor analysis
E) Time series analysis
Q2) All of the following are discussed as issues affecting consumer judgments EXCEPT _____.
A) quality perceptions
B) brand name associations
C) number of features
D) just noticeable difference
E) attribute correlation
Q3) Sometimes consumers will decide where they will buy before they determine what they will buy.
A)True
B)False
Q4) Name and describe the four types of noncompensatory decision rules.
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Chapter 14: Consumption to Satisfaction
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) _____ can be thought of as the overall goodness or badness of a service provided.
A) Confirmation
B) Disconfirmation
C) Service variability
D) Service quality
E) Servicscapes
Q2) A self-ascribed event occurs when a consumer blames him- or herself for a bad event.
A)True
B)False
Q3) Value creation is the reason for a firm's very existence.
A)True
B)False
Q4) According to the expectancy/disconfirmation theory of consumer satisfaction, disconfirmation is the satisfaction judgment.
A)True
B)False
Q5) What is consumer satisfaction and how does it differ from other important consumer behavior concepts?
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Chapter 15: Consumer Relationships
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115 Verified Questions
115 Flashcards
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Sample Questions
Q1) In which situation is a business least vulnerable to defections?
A) satisfied customers, high competitive intensity, and low switching costs
B) dissatisfied customers, low competitive intensity, and high switching costs
C) dissatisfied customers, high competitive intensity,and low switching costs
D) satisfied customers, low competitive intensity, and low switching costs
E) satisfied customers, low competitive intensity, and high switching costs
Q2) Confirmation refers to the extent that consumers believe the processes involved in processing a transaction and handling a complaint is fair.
A)True
B)False
Q3) _____ means that a consumer will tend to continue a pattern of behavior until some stronger force motivates him or her to change.
A) Consumer inertia
B) Customer share
C) Consumer apathy
D) Consumer commitment
E) Consumer loyalty
Q4) Explain how relationship quality impacts value for both customers and the firm.
Q5) List the behavioral outcomes of consumption.
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Chapter 16: Consumer and Marketing Misbehavior
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198 Verified Questions
198 Flashcards
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Sample Questions
Q1) Products that deliver high utilitarian and hedonic value and that benefit both consumers and society in the long run are called _____.
A) salutary products
B) pleasing products
C) desirable products
D) ethical products
E) long-term products
Q2) Only the product component of the marketing mix can be brought into question by consumer groups.
A)True
B)False
Q3) Culture jamming refers to attempts to disrupt advertisements and marketing campaigns by altering the messages in some meaningful way.
A)True
B)False
Q4) Describe a typical shoplifter and discuss why he or she performs this type of misbehavior.
Q5) What role does value play in consumer misbehavior?
Q6) Describe consumer misbehavior and discuss how it affects the exchange process.
Page 18
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