Services Marketing Test Bank
Course Introduction
Services Marketing explores the distinct challenges and strategies involved in marketing intangible service offerings as opposed to tangible goods. The course examines the key concepts of service quality, customer expectations, service design, and relationship management, focusing on the critical role that people, processes, and physical evidence play in delivering superior service experiences. Through case studies and real-world examples, students learn how to develop and implement effective marketing strategies tailored to the needs of service-based industries such as hospitality, healthcare, finance, and professional services, while addressing issues like service recovery, customer satisfaction, and the integration of digital technologies in service delivery.
Recommended Textbook
Marketing An Introduction 11th Edition by Gary Armstrong Available Study Resources on Quizplus 16 Chapters
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2
Chapter 1: Marketing Creating and Capturing Customer Value
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99 Verified Questions
99 Flashcards
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Sample Questions
Q1) The societal marketing concept holds that ________.
A)consumers will not buy enough of the firm's products unless the firm undertakes a large-scale selling and promotion effort
B)a company's marketing decisions should consider consumers' wants, the company's requirements, consumers' long-run interests, and society's long-run interests
C)the society will favor products that are available and highly affordable
D)achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do
E)consumers will favor products that offer the most in quality, performance, and innovative features
Answer: B
Q2) Customer equity is a measure of the past value of the company's customer base.
A)True
B)False
Answer: False
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Page 3
Chapter 2: Company and Marketing Strategy: Partnering to
Build Customer Relationships
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101 Verified Questions
101 Flashcards
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Sample Questions
Q1) Ainsworth's is a toy manufacturer based in Australia.Which of the following indicates that the company is following a market penetration strategy?
A)Ainsworth's introduces a line of children's clothing in Australia.
B)Ainsworth's licenses toy rights for a popular cartoon character in order to boost its sales.
C)Ainsworth's introduces its toys in the Indian and South-East Asian markets.
D)Ainsworth's enters the U.S. market with a line of children's clothing.
E)Ainsworth's develops a range of educational toys and school supplies in its current market.
Answer: B
Q2) ________ refers to reducing the business portfolio by eliminating products that no longer fit the company's overall strategy.
A)Market segmentation
B)Vertical integration
C)Product line extension
D)Downsizing
E)Diversification
Answer: D
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Chapter 3: Analyzing the Marketing Environment
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Sample Questions
Q1) In which of the following ways is the Wheeler-Lea Act influential to the food and drug industry?
A)It provides for the regulation of packaging and the labeling of food products.
B)It forbids the manufacture or sale of adulterated or fraudulently labeled foods and drugs.
C)It establishes the Food and Drug Administration.
D)It places advertising of food and drugs under FTC jurisdiction.
E)It requires that food product labels provide detailed nutritional information.
Answer: D
Q2) Which of the following is an example of an internal public in a company's marketing environment?
A)a community organization that tries to bridge the gap between the company and the community
B)a supplier responsible for sourcing most of the raw materials used in production
C)a company director who is working to improve the company's image in the society
D)a bank that helps the company acquire loans
E)a consumer organization that questions the actions taken by the company
Answer: C
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Chapter 4: Managing Marketing Information to Gain Customer Insights
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104 Verified Questions
104 Flashcards
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Sample Questions
Q1) As a marketing researcher for SoundSense,Nancy Bales has been asked to gather preliminary information that will help create a research hypothesis about EasyPlay,the new music player by SoundSense.Nancy has the task of conducting first-hand research about the characteristics of the target group that would buy EasyPlay,which the company believes to be superior to i-Pods and cell phones in terms of audio quality.Nancy Bales should conduct ________ research at this stage.
A)causal
B)experimental
C)secondary
D)internal
E)exploratory
Q2) Whereas observational research approaches seek to test known hypotheses and obtain answers to well-defined product or strategy questions,traditional quantitative research can generate fresh customer and market insights that people are unwilling or unable to provide.
A)True
B)False
Q3) How is secondary data gathered?
Q4) What are the different types of sampling?
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Chapter 5: Understanding Consumer and Business Buyer
Behavior
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105 Verified Questions
105 Flashcards
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Sample Questions
Q1) ________ are tradition bound,suspicious of changes and adopt the innovation only when it has become something of a tradition itself.
A)Innovators
B)Early adopters
C)Early majority
D)Laggards
E)Influencers
Q2) Each role carries ________ reflecting the general esteem given to it by society.
A)a motive
B)an attitude
C)a lifestyle
D)a tradition
E)a status
Q3) Facebook and Twitter are examples of ________.
A)buzz marketing
B)telepresence technology
C)social networks
D)virtual worlds
E)online marketplaces
Q4) Identify and describe the stages in the adoption process.
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Chapter 6: Customer-Driven Marketing Strategy: Creating
Value for Target Customers
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104 Verified Questions
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Sample Questions
Q1) Demographic segmentation uses different marketing approaches for different time periods of people's lives and different family situations.
A)True
B)False
Q2) A company or store gains a(n)________ by differentiating its products and delivering more value.
A)competitive advantage
B)positioning advantage
C)cost advantage
D)efficiency advantage
E)synergy
Q3) You have just created the "perfect" ad.It communicates the full mix of benefits upon which the brand is differentiated and positioned.This full positioning of the brand is called ________.
A)its value proposition
B)target marketing
C)capturing the consumers' attention
D)value profiling
E)differentiated marketing
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Chapter 7: Product,Services,and Brands: Building Customer Value
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100 Verified Questions
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Sample Questions
Q1) BerryBerry is a fruit juice company that has traditionally sold five varieties of mixed-fruit juices: DazzleBerry,AquaBerry,MangoBerry,FuschiaBerry,and GloBerry.The company wants to add more products to its lineup.Which of the following is an example of co-branding?
A)The company introduces BerryBliss, a dried berry snack mix for kids.
B)BerryBerry adds a new fruit juice flavor: TangyBerry.
C)The company introduces a line of flavored milk and yoghurt under the Goodness brand.
D)The company creates a new brand, NatureFresh, for a line of cosmetics based on fruit flavors and colors.
E)BerryBerry teams up with sporting goods company SFX to introduce a line of energy bars called BerryBerry SFX.
Q2) Explain,with examples,the four characteristics of services that a company must consider when designing marketing programs.
Q3) When buying convenience products and services,consumers spend a lot of time and effort in gathering information and making comparisons.
A)True
B)False
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Chapter 8: Developing New Products and Managing the Product Life Cycle
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Sample Questions
Q1) To avoid the problems of too few new-product ideas and the failure of many good ideas,management should install an innovation management system that collects,reviews,evaluates,and manages new-product ideas.
A)True
B)False
Q2) To test the product concept of a new idea,the R&D department of a firm will develop a prototype that will excite consumers and can be produced quickly at budgeted costs.
A)True
B)False
Q3) The maturity stage of the PLC is characterized by a slowdown in sales growth.
A)True B)False
Q4) A firm can obtain new products in two ways: by acquisition or by new-product development.
A)True
B)False
Q5) Briefly describe the steps in the new-product development process.
Q6) Describe crowdsourcing.
Page 10
Q7) Distinguish among a product idea,a product concept,and a product image.
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Chapter 9: Pricing: Understanding and Capturing Customer Value
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Sample Questions
Q1) ________ pricing involves setting prices based on the costs for producing,distributing,and selling the product plus a fair rate of return for the company's efforts and risks.
A)Value-based
B)Fixed cost
C)Cost-based
D)Variable cost
E)Cost-skimming
Q2) Federal legislation on price-fixing states that sellers must set prices after talking to customers and competitors.
A)True
B)False
Q3) What are the different types of a company's costs? Explain with examples.
Q4) Rent,electricity,and executive salaries are examples of ________ costs.
A)fixed
B)variable
C)break-even
D)target
E)marketing
Q5) Explain the concept of price elasticity.
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Chapter 10: Marketing Channels Delivering Customer Value
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Sample Questions
Q1) Mintel Agros provides raw materials in the form of agricultural products to the Kiltmark Food Company.Kiltmark produces flour-based edible products,which it distributes to a wholesale company called Krackstar Trading.Krackstar Trading then sells Kiltmark products to the discount retailers,Stroos.Stroos then sells it to consumers.Which of the following is considered a marketing intermediary in these transactions?
A)Kiltmark Food Company
B)only Stroos
C)only Krackstar Trading
D)both Krackstar Trading and Stroos
E)Mintel Agros
Q2) Which of the following is an outbound distribution in a supply chain?
A)unwanted products returned to the producer by resellers
B)products returned that have to be refurbished by resellers
C)disposing of broken products returned by resellers
D)moving products from the factory to customers
E)products moved to the factory by suppliers
Q3) What are the responsibilities of channel members?
Q4) How are intermediaries chosen by a firm?
Q5) What are the different functions of the members of a marketing channel?
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Chapter 11: Retailing and Wholesaling
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Sample Questions
Q1) Independent off-price retailers purchase merchandise at rates that are susbtantially higher than the regular wholesale rates.
A)True
B)False
Q2) Whereas value-retail centers consist primarily of manufacturers' outlets,outlet malls combine manufacturers' outlets with off-price retail stores and department store clearance outlets.
A)True
B)False
Q3) JP Wholesalers is one of the largest wholesalers of wooden furnishings in the country.Recently,the company opened a chain of stores called JP Designer Homes that became popular owing to the good reputation the company had as a wholesaler.The company then began acquiring smaller retail chains and consolidated its position in the market.Which of the following trends is reflected in this scenario?
A)the movement toward self-service retailing
B)the decline of superstores
C)the decline of the voluntary chain
D)the rise of franchise organizations
E)the blurring of distinctions between retailers and wholesalers
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Page 13
Chapter 12: Communicating Customer Value
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) In a push marketing strategy,the producer promotes the product to channel members who in turn promote it to final consumers.
A)True
B)False
Q2) An advertisement offering a discount if a product is ordered in the next 24 hours is an example of reminder advertising.
A)True
B)False
Q3) Which of the following is true of marketing strategies developing in the new marketing communications model?
A)a shift towards micromarketing
B)a shift away from mass marketing
C)an increase in mass-media marketing techniques
D)a decrease in the use of technology in marketing
E)an increase in ad spending on print media
Q4) What major shift in marketing has changed marketing strategies in the marketing model?
Q5) Explain the use of sales promotions as a promotion mix tool.
Q6) How does PR help in creating an integrated marketing communications system?
Page 14
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Chapter 13: Personal Selling and Sales Promotion
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101 Flashcards
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Sample Questions
Q1) One manner in which manufacturers gain more shelf space for their products is through allowances given to retailers.
A)True
B)False
Q2) ________ are offers of a trial amount of a product.
A)Cash refunds
B)Price packs
C)Rebates
D)Coupons
E)Samples
Q3) Wingings is the largest producer of consumer goods in the country.Wingings produces household items,food and beverages,and personal care items which are bought by millions of final customers.These customers are served through key accounts with retailers,intermediaries,and corporate buyers and the company has over 1000 A-level accounts and about 1700 B-level accounts.How would Wingings determine the requisite size of its sales force using the workload approach?
Q4) What are business promotions? Explain any two major business promotion tools and their benefits.
Q5) What is the difference between coupons and rebates? Give examples.
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Chapter 14: Direct and Online Marketing: Building Direct Customer Relationships
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) For most companies,the first step in conducting online marketing is to ________.
A)place an ad online
B)send e-mails
C)create a Web site
D)create a social network
E)place search-related ads
Q2) Information about a customer's age,income,and family make-up are all ________ in a customer database.
A)demographic data
B)psychographic data
C)unitary data
D)metadata
E)geographic data
Q3) Describe two ways that marketers can participate in online social networks.What are the challenges and advantages of these approaches?
Q4) Explain the concept of viral marketing.
Q5) Describe direct-response television (DRTV)marketing.
Q6) Explain the major benefits of direct marketing for both customers and sellers.
Q7) How do Internet consumers differ from traditional offline consumers?
Q8) List and briefly describe the four major online marketing domains. Page 16
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Page 17
Chapter 15: The Global Marketplace
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100 Verified Questions
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Sample Questions
Q1) Which of the following is a disadvantage of licensing?
A)The company gains entry into a foreign market at a high risk.
B)It takes a lot of time for the licensee to gain production expertise and name.
C)Licensing is a complex way for a manufacturer to enter international marketing.
D)When the contract ends, the firm may find that it has created a competitor in the licensee.
E)The licensee does not have the power to buy the company's trade secret.
Q2) Which of the following is true of free trade zones?
A)Free trade zones are groups of nations organized to work toward common goals in the regulation of international trade.
B)Free trade zones were replaced by the World Trade Organization.
C)Free trade zones mediate global trade disputes.
D)Free trade zones are established only among the United States, Mexico, and Canada.
E)Free trade zones are countries that barter their output for simple goods and services.
Q3) Explain management contracting with an example.What are its advantages and disadvantages?
Q4) Explain product invention with the help of an example.
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Chapter 16: Sustainable Marketing: Social Responsibility and Ethics
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Sample Questions
Q1) It is most accurate to say that the recent Great Recession has resulted in
A)an overselling of private goods
B)a widespread disbelief in the possibility of achieving the American dream
C)a decline in conspicuous spending
D)an increase in materialism
E)extravagant spending rather than saving
Q2) A major step in regulating "unfair or deceptive acts or practices" was the enactment of the ________ in 1938.
A)Robinson-Patman Act
B)Wheeler-Lea Act
C)Consumer Product Safety Act
D)Taft-Hartley Act
E)Sherman Act
Q3) Pleasing products have low immediate appeal but benefits consumers in the long run.
A)True
B)False
Q4) Describe product stewardship,design for environment (DFE),and cradle-to-cradle practices.
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