Services Marketing Solved Exam Questions
Course Introduction
Services Marketing examines the unique challenges and strategies involved in marketing intangible services as opposed to tangible products. The course explores key concepts such as the service marketing mix (7Ps), customer expectations and perceptions, service quality, relationship marketing, and the role of technology in service delivery. Through case studies and real-world examples, students learn how to design, communicate, and deliver high-quality services, manage customer experiences, address service failures, and build long-term customer relationships in various service industries such as hospitality, healthcare, financial services, and retail.
Recommended Textbook
Marketing Real People Real Choices 3rd Edition by Michael Solomon
Available Study Resources on Quizplus
14 Chapters
1765 Verified Questions
1765 Flashcards
Source URL: https://quizplus.com/study-set/3883
Page 2
Chapter 1: Welcome to the World of Marketing: Creating and Delivering Value
Available Study Resources on Quizplus for this Chatper
152 Verified Questions
152 Flashcards
Source URL: https://quizplus.com/quiz/77358
Sample Questions
Q1) When desire is coupled with the buying power or resources to satisfy a want,the result is demand.
A)True
B)False
Answer: True
Q2) A market segment is a distinct group of customers within a larger market who are similar to one another in some way and whose needs differ from other customers in the larger market.Automakers such as Ford and Holden offer different automobiles for different market segments.Select one car made by Ford and one car made by Holden.What customer segment would each car benefit and why?
Answer: Student answers will vary depending on the specific cars selected.For example,students might identify cars such as the Holden Barina and Ford Festiva as appealing to customers wanting fuel efficiency and lower price,with automobiles such as SUVs and station wagons appealing to sportspeople or families.The key is that students are able to identify specific market segments and specific benefits that would appeal to that particular segment for each of the cars selected.
To view all questions and flashcards with answers, click on the resource link above.
Page 3
Chapter 2: Strategic Market Planning: Taking the Big Picture
Available Study Resources on Quizplus for this Chatper
164 Verified Questions
164 Flashcards
Source URL: https://quizplus.com/quiz/77357
Sample Questions
Q1) ________ are statistics that measure observable aspects of a population,such as age,gender,income,education and occupation.
A)Demographics
B)Value chains
C)Social cultures
D)Return on investments (ROI)
E)Market segments
Answer: A
Q2) Archetype is a Unilever SBU that markets a number of different tea brands around the world with each type specifically addressing the tastes of local tea drinkers.
A)A threat
B)Its mission statement
C)A strength
D)A weakness
E)An opportunity
Answer: C
To view all questions and flashcards with answers, click on the resource link above.
4
Chapter 3: Thriving in the Marketing Environment: The
World Is Flat
Available Study Resources on Quizplus for this Chatper
158 Verified Questions
158 Flashcards
Source URL: https://quizplus.com/quiz/77356
Sample Questions
Q1) Marketing campaigns encouraging Australian consumers to buy 'Made in Australia' products and New Zealand consumers to 'Buy kiwi made' are more likely to appeal to ________ consumers.
A)expatriated
B)domesticated
C)semiotic
D)naturalised
E)ethnocentric
Answer: E
Q2) PepsiCo has been selling its products in Russia for years in exchange for Stolichnaya vodka that it then sells in other markets.
A)licensing agreement
B)joint venture
C)slotting allowance
D)import agreement
E)countertrade
Answer: E
To view all questions and flashcards with answers, click on the resource link above.
Page 5
Chapter 4: Marketing Research: Gathering,analysing and Using Information
Available Study Resources on Quizplus for this Chatper
165 Verified Questions
165 Flashcards
Source URL: https://quizplus.com/quiz/77355
Sample Questions
Q1) Data mining uses supercomputers that run sophisticated programs so that analysts can combine different databases to understand relationships among buying decisions.At times these operations are so complex that companies need to build a data warehouse simply to store the data and process it.Select one real world company.How do you feel that the company would utilise a data warehouse? Explain your answer.
Q2) ________ could be used to determine which professional athlete from a list of ten options the majority of consumers perceive as the most reliable spokesperson for a new long-acting pain reliever specifically designed for sports injuries.
A)Custom research
B)Perceptual tracking
C)Perceptual-attitudinal testing
D)Syndicated research
E)Customerisation reports
Q3) Marketing research is the process of collecting,analysing,and interpreting data about customers,competitors,and the business environment to improve marketing effectiveness.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: Consumer Behaviour: How and Why We Buy
Available Study Resources on Quizplus for this Chatper
119 Verified Questions
119 Flashcards
Source URL: https://quizplus.com/quiz/77354
Sample Questions
Q1) Explain how television commercials for a weight loss program encourage the problem recognition phase of the consumer decision-making process.
Q2) Problem recognition occurs when ________.
A)a consumer has a certain need
B)marketing highlights a latent consumer need
C)A but not B
D)B but not A
E)A and B
Q3) A person's attitude has three components: ________,________ and ________.
A)psychological; physiological; situational
B)cognitive; operant; situation
C)affect; cognition; behaviour
D)strategic; tactical; operational
E)situation; emotion; environment
Q4) A consumer market consists of individuals,households,governments and not-for-profit organisations.
A)True
B)False
Q5) Why are virtual communities important to marketers? Explain your response.
Q6) Explain the role played by opinion leaders.
Page 7
To view all questions and flashcards with answers, click on the resource link above.
Chapter 6: Business-To-Business Markets: How and Why
Organisations Buy
Available Study Resources on Quizplus for this Chatper
60 Verified Questions
60 Flashcards
Source URL: https://quizplus.com/quiz/77353
Sample Questions
Q1) Organisational buyers only engage in limited postpurchase evaluation,as the products are not for their own use.
A)True
B)False
Q2) A seafood products manufacturer designs an advertising campaign promoting its seafood as a healthy food choice and encouraging consumers to consider seafood more often.
A)price elasticity
B)price inelasticity
C)derived demand
D)micro-dependent demand
E)value-added demand
Q3) How are consumer and business-to-business demand of goods and services ultimately based upon the same demand?
Q4) Why is the demand in business-to-business markets mostly inelastic?
Q5) Business markets have a broad customer base and a large number of buyers. A)True
B)False
Q6) What are the three types of business-to-business buying situations?
Q7) What are the three main classes of business-to-business customers? Page 8
To view all questions and flashcards with answers, click on the resource link above.
Page 9
Chapter 7: Sharpening the Focus: Target Marketing
Strategies and Customer Relationship Management
Available Study Resources on Quizplus for this Chatper
160 Verified Questions
160 Flashcards
Source URL: https://quizplus.com/quiz/77352
Sample Questions
Q1) A consumer's national origin can be a strong indicator of their preferences for
A)apparel
B)specific magazines and TV shows
C)food
D)leisure activities
E)All of the above
Q2) In one-to-one marketing,companies customise aspects of products or services offered to each consumer.
A)True
B)False
Q3) Select a product or service and explain how its marketer could calculate customer equity.
Q4) Some people want healthy cereal that will help them lose weight or possibly prevent certain kinds of cancer.
A)market aggregation
B)disintermediation
C)market fragmentation
D)market similitude
E)economic aggregation
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 8: Creating and Managing Products
Available Study Resources on Quizplus for this Chatper
142 Verified Questions
142 Flashcards
Source URL: https://quizplus.com/quiz/77351
Sample Questions
Q1) A manufacturer of a product in the decline stage of its product life cycle has what strategic option?
A)It can phase out production of the product.
B)It can produce fewer variations of the product.
C)It can drop the product immediately.
D)It can reduce or eliminate its advertising budget for the product.
E)All of the above
Q2) ________ is the degree to which consumers find a new product or its use difficult to understand.
A)Compatibility
B)Complexity
C)Relative advantage
D)Comparability
E)Tangibility
Q3) Which of the following adjectives best describes a product classified as a good?
A)Tangible
B)Disposable
C)Heterogeneous
D)Convenient
E)Non-perishable
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 9: Services and Other Intangibles: Marketing a
Product That Isnt There
Available Study Resources on Quizplus for this Chatper
116 Verified Questions
116 Flashcards
Source URL: https://quizplus.com/quiz/77350
Sample Questions
Q1) Many visitors to a local amusement park complain about long,slow-moving lines,and park employees letting their friends break in line.This equipment-based service provider is having trouble with ________ factors.
A)operational
B)cross-docking
C)educational
D)locational
E)functional
Q2) The most important part of the service encounter is the service provider,not the customer.Discuss.
Q3) One of the ways physicians deal with potential problems associated with the ________ characteristic of services is to hang their medical diplomas on the walls of the examining rooms and to wear white coats.
A)intangibility
B)variability
C)inseparability
D)responsiveness
E)perishability
Q4) How does your tertiary institution market people,places,and ideas?
To view all questions and flashcards with answers, click on the resource link above. Page 12
Chapter 10: Pricing the Product
Available Study Resources on Quizplus for this Chatper
137 Verified Questions
137 Flashcards
Source URL: https://quizplus.com/quiz/77349
Sample Questions
Q1) A business that uses price lining is ________.
A)attempting to attain a large market share before any competitors can enter the marketplace
B)trying to avoid the use of psychological pricing that may be adversely received by customers
C)trying to recoup its research and development costs for a new product
D)using price points to determine its pricing strategy
E)potentially in legal trouble unless it can justify the practice
Q2) Why would a company implement yield management pricing?
Q3) Bonnie has enough money to either buy a used car or to pay for an international marketing class that will spend three weeks visiting companies in Europe.She needs the car to get to work and to class,but she is also planning on a career in international marketing,and the trip would allow her to start networking.She will incur ________ whether she buys the car or takes the class.
A)stockholders' equity
B)opportunity costs
C)retained earnings
D)transformation costs
E)liquidity
To view all questions and flashcards with answers, click on the resource link above.
Page 13
Chapter 11: One-To-Many: Advertising,consumer Sales
Promotion and Public Relations
Available Study Resources on Quizplus for this Chatper
144 Verified Questions
144 Flashcards
Source URL: https://quizplus.com/quiz/77348
Sample Questions
Q1) The communication model explains how ideas are translated into messages and transmitted from the marketer to the consumer who understands what the marketer intended to say.
A)True
B)False
Q2) Which of the following is not an element of the promotion mix?
A)Public relations
B)Personal selling
C)Product
D)Sales promotion
E)Advertising
Q3) Assume the government is considering legislation limiting fat and sodium content in fast food.If McDonalds and other fast food companies provide officials from the Ministry of Health and Members of Parliament with fact sheets fully disclosing their products' nutritional information and information about product reformulations to reduce fat and sodium,would that be public relations?
Q4) How might a company advertising a new sports drink evaluate their ad campaign?
Q5) Discuss the similarities and differences between sales promotion and advertising.
To view all questions and flashcards with answers, click on the resource link above. Page 14
Q6) Explain the difference between a contest and a sweepstakes.Which do you prefer?
Available Study Resources on Quizplus for this Chatper
79 Verified Questions
79 Flashcards
Source URL: https://quizplus.com/quiz/77347
Sample Questions
Q1) Prospecting is the part of the selling process that includes identifying and developing a list of potential or prospective customers.
A)True
B)False
Q2) Last night while watching television in her apartment,Tanya saw a 30-minute program that showed the versatility of the George Foreman grill.She was especially impressed with how the fat was removed from the items being cooked on the grill as well as the speed of cooking.At the end of the program,Tanya was offered a chance to buy a George Foreman grill for herself.Tanya had just watched ________.
A)off-site telemarketing
B)out-of-home media
C)a place-based media
D)an infomercial
E)an example of mobile commerce
Q3) Compare transactional and relationship selling and provide an example of each from your own personal experiences.
Q4) Is personal selling more or less important when companies engage in push strategies?
Page 15
To view all questions and flashcards with answers, click on the resource link above.
Chapter 13: Many-To-Many: Online Marketing
Communication and New Media
Available Study Resources on Quizplus for this Chatper
56 Verified Questions
56 Flashcards
Source URL: https://quizplus.com/quiz/77346
Sample Questions
Q1) Which of the following statements is/are true about online marketing communications?
A)Today's consumers are increasingly receiving marketing communications through their friends rather than from the original source.
B)Online marketing communications is influenced by the various media platforms that are used to communicate with different audiences.
C)Online marketing communications is an evolutionary process.
D)Online technology provides the means for convenient interactions between companies and consumers.
E)All of the above
Q2) A/n ________ site is one that holds people's attention so they are motivated to ________ on the site and are more likely to ________ advertising information.
A)effective; click through; overlook B)creative; click all links; overlook
C)creative; stay longer; ignore
D)sticky; click through; overlook E)sticky; stay longer; absorb
Q3) Discuss three unethical or at least questionable buzz marketing practices.
To view all questions and flashcards with answers, click on the resource link above. Page 16
Chapter 14: Delivering Value Through Supply Chains and Logistics
Available Study Resources on Quizplus for this Chatper
113 Verified Questions
113 Flashcards
Source URL: https://quizplus.com/quiz/77345
Sample Questions
Q1) ________ is/are a comprehensive approach to collecting,organising,storing,and retrieving a firm's information assets.
A)Logistics
B)Hybrid marketing system
C)Facilitating functions
D)Knowledge management
E)Intensive distribution
Q2) Bruce can visit his local hardware store and buy one 4-inch paintbrush and not the case of 24 that the retailer had to buy.This is an example of ________.
A)the creation of atmospherics
B)relationship management
C)risk taking
D)breaking bulk
E)creating assortments
Q3) A major manufacturer of bread sells its finished products to a grocery store chain.This grocery store then sells the bread to its customer.What type of channels of distribution is this?
Q4) E-commerce provides only great opportunities for marketers and consumers.Discuss.
To view all questions and flashcards with answers, click on the resource link above.