Services Marketing
Solved Exam Questions
Course Introduction
Services Marketing explores the unique challenges and opportunities involved in marketing intangible services as opposed to tangible goods. The course covers key concepts such as the service marketing mix (7Ps), service design and delivery, understanding customer expectations, managing service quality, creating customer value, and building strong customer relationships. Students will learn how to identify and analyze the distinctive characteristics of services, develop effective service marketing strategies, and address issues such as service differentiation, customer satisfaction, loyalty, and service recovery. Practical examples and case studies from industries like hospitality, banking, health care, and retail enable students to apply theoretical frameworks to real-world service marketing scenarios.
Recommended Textbook
Marketing Management 3rd Edition by Greg Marshall
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14 Chapters
1339 Verified Questions
1339 Flashcards
Source URL: https://quizplus.com/study-set/179
Page 2
Chapter 1: Marketing in Today's Business Milieu
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92 Verified Questions
92 Flashcards
Source URL: https://quizplus.com/quiz/2497
Sample Questions
Q1) Hannah's alterations business works around the needs of the customer by providing hours of operation that vary throughout the week, including some evening and weekend hours. It could be said that Hannah's business is ________.
A) differentiated
B) customer-centric
C) market oriented
D) product oriented
E) socially responsible
Answer: B
Q2) A medieval knight could not go to the armor maker and pick out a size 44 long suit of armor to protect him in battle. Nor could a person living in the middle ages go to the cobbler and get a pair of shoes in a few minutes. This period before the advent of marketing is known as the ________.
A) Industrial Revolution
B) mass production era
C) Dark Ages
D) pre-industrial revolution
E) sales orientation era
Answer: D
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Chapter 2: Marketing Foundations: Global, Ethical, Sustainable
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) The text discusses the triple bottom line metric, and outlines an approach to consider the impact of TBL in marketing management. This includes people, planet, and
A) community
B) environment
C) product
D) profit
E) promotion
Answer: D
Q2) In the 1930s, companies and consumers began to realize that utilizing resources efficiently and effectively was good for society and beneficial to business. This grew into the ________ movement.
A) direct investment
B) profitability
C) consumer-orientation
D) green
E) active citizen
Answer: D
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Chapter 3: Elements of Marketing Strategy, Planning, and Competition
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) Mary's firm has delayed making a decision on acquiring a new product line because her marketing team members took more than three months to analyze the numbers. Which of the following tips for successful marketing planning experience did the firm fail to use?
A) Stay inflexible.
B) Utilize input, but don't become paralyzed by information and analysis.
C) Don't underestimate the implementation part of the plan.
D) Stay strategic, but also stay on top of the tactical.
E) Give yourself and your people room to fail and try again.
Answer: B
Q2) A SWOT analysis of a firm is least likely to ________.
A) reveal weaknesses
B) look at internal strengths
C) include external analysis
D) identify potential opportunities and threats
E) suggest solutions to problems
Answer: E
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Chapter 4: Market Research Essentials
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93 Flashcards
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Sample Questions
Q1) The marketing management team of Brand Z Toys is looking at the possibility of opening a new plant in one of several developing countries. Before they decide on which country they want to build in, they want to conduct some preliminary research including local population demographics and lifestyle characteristics. However, they have discovered that the governments in several of these countries do not have a department that collects these data and no independent research firm has measured any of these areas. This demonstrates which issue with secondary data in global markets?
A) extendibility
B) accessibility
C) dependability
D) compatibility
E) comparability
Q2) Which of the following is one of the three factors a company needs to consider when creating a market information system?
A) information needs
B) technology needs
C) flexibility
D) diversity
E) demographics
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Page 6
Chapter 5: CRM, Big Data, and Marketing Analytics
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) ________ include a set of methods facilitated by technology that utilize individual-level and market-level data to identify and communicate meaningful patterns within the data for the purpose of improving marketing-related decisions.
A) Customer decision systems
B) Computer management systems
C) Marketing databases
D) Structured surveys
E) Marketing analytics
Q2) One of the problems with ROMI is that it often focuses on ________ rather than looking at the effects or changes in brand equity.
A) long-term strategic goals
B) short-term incremental profits and expenditures
C) long-term relationship marketing goals
D) short-term tactical perspective
E) short-term target marketing goals
Q3) When a salesperson calls on a prospect and meets face to face, it is an example of an interactive touchpoint.
A)True
B)False
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Page 7
Chapter 6: Understand Consumer and Business Markets
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) Jill is considered a(n) ________ when it comes to wine because she has information about many kinds of wines, places to shop, and other facets of the wine market. Her friends always go to her when they need something for a special occasion.
A) social class
B) market maven
C) subculture
D) cognitive dissonance
E) cottage industry
Q2) Paul is the groundskeeper for a golf course. He not only mows the greens and fairways but is also an expert on the grass that is used and how to care for it. The golf pro and club manager consult with him about what new equipment the club needs to maintain the greens. Paul plays the role of a(n) ________ in the buying process.
A) market maven
B) user
C) decider
D) opinion leader
E) gatekeeper
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Chapter 7: Segmentation, Target Marketing, and Positioning
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Catalina was born in 1940. She is a member of ________.
A) the baby boomer generation
B) the silent generation
C) Generation Y
D) Generation X
E) the Millennial generation
Q2) Once market segments have been defined and analyzed and target markets have been selected for development, the firm must turn its attention to creating, communicating, delivering, and exchanging offerings that have value to the target markets. This process is known as ________.
A) positioning
B) target marketing
C) niche marketing
D) outsourcing
E) selling
Q3) What are the four consumer market segmentation approaches? Give an example of when you might use each one.
Q4) Describe the four basic approaches to target marketing.
Page 9
Q5) What are perceptual maps? How are they used to reposition a product?
Q6) Define the terms market segmentation, target marketing, and positioning.
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Page 10
Chapter 8: Product Strategy and New Product Development
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91 Verified Questions
91 Flashcards
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Sample Questions
Q1) Clothes, furniture, and major appliances such as refrigerators and dishwashers are examples of ________ goods.
A) convenience
B) specialty
C) unsought
D) capital
E) shopping
Q2) Reliability is a product's ability to deliver on features and performance characteristics promised in marketing communications.
A)True
B)False
Q3) Luxury cars such as the Chevrolet Corvette are available with tires that enable a driver to continue driving even after the tire has been damaged. This is an example of Corvette using style as a product discriminator.
A)True
B)False
Q4) The essential benefit is the fundamental need met by a product.
A)True
B)False
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Chapter 9: Build the Brand
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) A company's brand offers a methodology for distributing products.
A)True
B)False
Q2) The manager of NRG Beverage Company is revamping a product's label to carry a better product image to help the consumer recognize it quickly. He is focusing on the ________ requirements of labeling.
A) legislative
B) marketing
C) legal
D) industry
E) consumer
Q3) Tiffany & Company's blue-colored box is widely recognized by consumers. Which of the following roles of packaging does this exemplify?
A) promotions
B) aesthetics
C) communication
D) harmony
E) protection
Q4) Compare and contrast customer, company, and competitor brand roles.
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Chapter 10: Service as the Core Offering
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91 Verified Questions
91 Flashcards
Source URL: https://quizplus.com/quiz/2506
Sample Questions
Q1) Compared to products, services are ________.
A) low in credence qualities
B) separable in nature
C) easy to evaluate
D) low in search qualities
E) tangible in nature
Q2) In today's workplace, everyone is involved in service in some way, and everyone has customers either outside or inside the firm, or both.
A)True
B)False
Q3) When Dominoes promises delivery within 30 minutes, but it actually takes 45 minutes, Dominoes is demonstrating gap 1: management's perceptions of customer service expectations versus actual customer expectations of service.
A)True
B)False
Q4) A fundamental rule in marketing is to set high customer expectations.
A)True
B)False
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Chapter 11: Manage Pricing Decisions
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) A promotional allowance offers retailers the opportunity to receive some compensation from product marketers for the costs of successful product promotions.
A)True
B)False
Q2) Define the four types of channel discounts and provide an example of each.
Q3) When shipping prices are dependent on geographic areas based on the distance from the shipping location, it is considered ________ pricing.
A) free on board (FOB)
B) uniform delivered
C) zone
D) target return
E) psychological
Q4) The just noticeable difference in a price is the amount of price increase that can be taken without affecting customer demand.
A)True
B)False
Q5) Define the concept of cost leadership. Explain how a company might achieve cost leadership and the primary benefits to be gained.
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Page 14
Chapter 12: Manage Marketing Channels, Logistics, and Supply Chain
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107 Verified Questions
107 Flashcards
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Sample Questions
Q1) When the objective is to obtain maximum product exposure throughout the channel, a(n) ________ strategy is designed to saturate every possible intermediary.
A) selective distribution
B) intensive distribution
C) exclusive distribution
D) partnership relationship management
E) materials requirement planning
Q2) In an ideal supply chain, materials of all kinds are handled as many times as possible.
A)True
B)False
Q3) A channel of distribution consists of interdependent entities that ________.
A) transfer possession of a product from producer to consumer
B) fix the price of a product to create monopoly
C) experience inefficiencies in business processes
D) develop new products
E) include members of the same market segment
Q4) Define disintermediation, and explain why it's common in the electronic channel.
Q5) Explain the difference between a push and pull strategy.
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Chapter 13: Promotion Essentials: Digital and Social Media Marketing
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91 Verified Questions
91 Flashcards
Source URL: https://quizplus.com/quiz/2509
Sample Questions
Q1) ________ is a technology-driven relationship between companies and customers.
A) Interactive marketing
B) Personal selling
C) Public relations
D) Advertising
E) Sales promotion
Q2) Which capability of promotion is used to let customers know about new products or brands offered by a firm?
A) to take action
B) to sell
C) to persuade
D) to inform
E) to remind
Q3) The marketing manager doesn't need to understand the basics of promotion since sales is separate from marketing.
A)True
B)False
Q4) Consumers make a purchase during the action stage of the AIDA model.
A)True
B)False
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Chapter 14: Promotion Essentials: Legacy Approaches
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) ________ is one of the four characteristics of a great sales presentation.
A) Explaining the value proposition
B) Maximizing change conflict
C) Developing competitive pricing
D) Focusing on technology
E) Emphasizing features over benefits
Q2) Inbound telemarketing involves calling potential customers at their home or office.
A)True
B)False
Q3) Name the three advantages that personal selling has over other forms of marketing communications, and explain why they are advantages.
Q4) Apple products appeared in many films in 2016 and 2017. This demonstrates how Apple is using ________ as a sales promotion approach.
A) product placements
B) premiums
C) loyalty programs
D) point-of-purchase materials
E) multiple-purchase offers
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