Services Marketing Test Preparation
Course Introduction
Services Marketing explores the unique challenges and opportunities involved in marketing intangible products and building strong customer relationships. The course covers the distinctive characteristics of services, such as intangibility, inseparability, variability, and perishability, and examines strategies for effective service design, pricing, communication, and delivery. Students will learn about customer expectations, service quality measurement, service recovery, and how to manage customer experiences to achieve satisfaction and loyalty. Through real-world case studies and projects, the course emphasizes the integration of technology and service innovation in dynamic markets, preparing students to create value in service-oriented industries.
Recommended Textbook
Marketing Management 1st Edition by Greg Marshall
Available Study Resources on Quizplus
19 Chapters
2209 Verified Questions
2209 Flashcards
Source URL: https://quizplus.com/study-set/3199
Page 2
Chapter 1: Marketing in Todays Business Milieu
Available Study Resources on Quizplus for this Chatper
89 Verified Questions
89 Flashcards
Source URL: https://quizplus.com/quiz/63350
Sample Questions
Q1) Don Peppers and Martha Rogers promote the idea of ____________.
A) Market orientation
B) Mass customization orientation
C) Differentiation orientation
D) One-to-one marketing orientation
E) Relationship orientation
Answer: D
Q2) Identify marketing stakeholders.
Answer: Any person inside or outside the firm with whom marketing interacts, impacts, and is impacted by.This includes all internal stakeholders-like finance, accounting, production, etc.and external stakeholders-customers, shareholders, vendors, governmental bodies, and labor unions.
Q3) Give an example of an industry or firm that has transformed environmentally harmful products to environmentally friendly products.
Answer: The air conditioning industry stopped using the hazardous product Freon and began to use Puron, a refrigerant that reduces chlorine emissions and the depletion of the ozone layer.
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: Elements of Marketing Strategy and Planning
Available Study Resources on Quizplus for this Chatper
122 Verified Questions
122 Flashcards
Source URL: https://quizplus.com/quiz/63349
Sample Questions
Q1) José's and Maria's son Jorge is a talented swimmer.The pool where he takes swimming lessons is 45 miles from their home in suburban Atlanta.________ utility is not part of the round trip they make six days a week.
A) Form
B) Time and place
C) Ownership
D) Form and ownership
E) Place
Answer: B
Q2) Lately the demand for building materials has dropped due to the slow down in new housing construction.Wood-O Corp.is thinking of closing its fine wood division that produces mahogany and cherry lumber for building cabinets and other applications.Most likely the fine wood division would be classified as a ____________.
A) Star
B) Cash cow
C) Dog
D) Problem Child
E) Top Gun
Answer: D
To view all questions and flashcards with answers, click on the resource link above. Page 4
Chapter 3: Understanding the Global Marketplace: Marketing Without Borders
Available Study Resources on Quizplus for this Chatper
111 Verified Questions
111 Flashcards
Source URL: https://quizplus.com/quiz/63348
Sample Questions
Q1) The issue of initial investment in creating a channel and the cost of then maintaining it is identified in the channel strategy of ___________.
A) Cost
B) Coverage
C) Character
D) Continuity
E) Control
Answer: A
Q2) Charging a price that is lower than actual costs or less than the company charges in its home market is called _____________.
A) Gray marketing
B) Price fixing
C) Dumping
D) Compensation trading
E) Offset pricing
Answer: D
Q3) Give an example of a company that did not fit its product to the target country's culture.
Answer: Japan: Diet Coke or Mr.Coffee
Page 5
To view all questions and flashcards with answers, click on the resource link above.
Chapter 4: Perspectives on Customer Relationship Management
Available Study Resources on Quizplus for this Chatper
120 Verified Questions
120 Flashcards
Source URL: https://quizplus.com/quiz/63347
Sample Questions
Q1) ____________ is most likely not considered a customer touchpoint.
A) Point-of-sale systems
B) Follow-up calls
C) Records from direct selling
D) Customer complaints to call centers
E) Managerial assessment of customer loyalty
Q2) What are the three major objectives of CRM?
Q3) An employee who believes that he or she needs to the requirements of the person who receives his or her work has an internal customer mind-set.
A)True
B)False
Q4) Describe the analysis and refinement phase of the CRM process cycle.
Q5) To use CRM, companies are ____________.
A) Redesigning the internal structures
B) Renegotiating contracts with suppliers to cut price
C) Focusing on internal and external relationships
D) A and C
E) All of the above
To view all questions and flashcards with answers, click on the resource link above. Page 6
Q6) What is database marketing and in which stage of the CRM process cycle is it used?
Chapter 5: Managing Marketing Information
Available Study Resources on Quizplus for this Chatper
119 Verified Questions
119 Flashcards
Source URL: https://quizplus.com/quiz/63346
Sample Questions
Q1) Jan Smith, the marketing manager of Big Wheel Autos, has noticed that in many European countries more of the population is moving into urban centers.This has resulted in an increased demand for subcompact cars that can maneuver through these tighter quarters rather than full size automobiles.This is an example of how _________ can influence marketing management decisions.
A) Movement
B) Geographic changes
C) Economic trends
D) External forces
E) Environmental factors
Q2) As the marketing manager of Big Wheel Motors, you notice an increased demand for "green" cars that use less fossil fuel and emit fewer pollutants.The key focus of the consumers that desire these cars is the ________.
A) External environment
B) Cost
C) Natural world
D) Competition
E) Mileage
Q3) Define and give the advantages of the two major types of qualitative data.
To view all questions and flashcards with answers, click on the resource link above.
Page 7
Chapter 6: Understanding Competitors: Analysis to Action
Available Study Resources on Quizplus for this Chatper
119 Verified Questions
119 Flashcards
Source URL: https://quizplus.com/quiz/63345
Sample Questions
Q1) An underutilized source of competitor information is the company's own
A) Shareholders
B) Stakeholders
C) Employees
D) Investors
E) Customers
Q2) Christo Enterprises just hired new a CEO, Yvonne.Previously Yvonne worked as CEO for a competitor that was known for cutting costs and redirecting the company focus on core business.Yvonne will probably ____________ at Christo Enterprises.
A) Slash prices
B) Raise prices
C) Cut costs
D) A&B
E) A, B & C
Q3) Gadgets & Gizmos is a Los Angeles technology company that creates specialized components for its customers needs.Recently Phil, the owner of Gadgets & Gizmos, began to consider expanding into new markets and more specifically globally.What kinds of unique problems are presented by a move into a global market?
To view all questions and flashcards with answers, click on the resource link above.
Page 8
Chapter 7: Understanding Customers: Business to Consumer Markets
Available Study Resources on Quizplus for this Chatper
120 Verified Questions
120 Flashcards
Source URL: https://quizplus.com/quiz/63344
Sample Questions
Q1) Give an example of how selective retention can hurt an organization.
Q2) Frito-Lay is using _______ when offering free in-store samples of Doritos for the express purpose of getting people to try the product, enjoy the product, and finally purchase a bag of Doritos.
A) Operant conditioning
B) Cognitive learning
C) Sampling
D) Product trial
E) Classical conditioning
Q3) Jenny shops differently when her kids are crying than when her kids are enjoying the experience.This is due to differences in ______.
A) Personal situations
B) Personal circumstances
C) Physical surroundings
D) Social factors
E) Cultural values
Q4) What are the marketing implications for Maslow's Hierarchy of Needs Theory, Herzberg's Two Factory Theory, Aldelfer's ERG Theory and McClelland's Achievement Motivation Theory?
9
To view all questions and flashcards with answers, click on the resource link above.
Chapter 8: Understanding Customers: Business to Business Markets
Available Study Resources on Quizplus for this Chatper
120 Verified Questions
120 Flashcards
Source URL: https://quizplus.com/quiz/63343
Sample Questions
Q1) A characteristic of B2B companies is that they often make products that end up as ___________ in a finished product.
A) components
B) labels
C) minor features
D) major features
E) factoids
Q2) The goal of business sellers in straight re-buy situations is to become the preferred supplier.Companies not on the approved list of suppliers are called out suppliers.
A)True
B)False
Q3) Problem recognition for the business market consumer is triggered by ________.
A) Running out of stock
B) Seeing a new product on television
C) Someone inside or outside the company identifies a need
D) All of the above
E) None of the above
Q4) Within the organization, who is the person most responsible for maintaining B2B relationships? Why?
10
To view all questions and flashcards with answers, click on the resource link above.
Chapter 9: Segmentation, Target Marketing, and Positioning
Available Study Resources on Quizplus for this Chatper
117 Verified Questions
117 Flashcards
Source URL: https://quizplus.com/quiz/63342
Sample Questions
Q1) Ron's grandfather was born in 1934.What generation does he belong to and what are its characteristics?
Q2) Usage patterns are another way to divide up the market.What causes you to take your significant other out for that special dinner? Or, what makes you break down and rent a tuxedo for a formal event? This form of usage is called using ________ as a reason to buy.
A) Time of year.
B) Graduation.
C) Occasions.
D) Experiences.
E) None of the above.
Q3) There are many ways to segment the market using demographics.Select the answer below that is the most truthful about demographic segmentation.
A) Income, education, and occupation are very closely correlated.
B) Income is all you need to know about someone.
C) Age is usually not a factor in segmentation.
D) The youth culture is the most important segmentation variable.
E) All of the above are true.
Q4) Should every company develop and serve a tertiary target market?
Page 11
To view all questions and flashcards with answers, click on the resource link above.
Chapter 10: The Product Experience: Product Strategy
Available Study Resources on Quizplus for this Chatper
117 Verified Questions
117 Flashcards
Source URL: https://quizplus.com/quiz/63341
Sample Questions
Q1) Different target markets will view the same product _________.
A) In always the same way
B) In completely different ways
C) In ways that are so similar it does not matter to the marketer
D) In only economic terms
E) None of the above
Q2) Market followers sometimes have an advantage over market leaders by ______.
A) Identifying missing product characteristics
B) Improving poorly designed features
C) Focusing on bigger target markets
D) All of the above
E) Neither a, b, or c
Q3) LG Electronics makes a variety of phones that compete in very competitive industry.The company's overall strategy is to ________.
A) Consider basic cell phone features secondary to the fashion
B) Have a phone in every segment of the industry
C) Have phones that out perform the competition in technology
D) Create phones that are indestructible
E) None of the above
Q4) What are the four broad categories of consumer goods? Give an example of each.
Page 12
To view all questions and flashcards with answers, click on the resource link above.
Chapter 11: The Product Experience: Building the Brand
Available Study Resources on Quizplus for this Chatper
120 Verified Questions
120 Flashcards
Source URL: https://quizplus.com/quiz/63340
Sample Questions
Q1) Coke's packaging has red as the dominant color to express the brand as active and energetic while Pepsi uses blue to present itself as fresh and relaxed.The colors reflect the brand and are carried through in the package design.These are examples of the _____ element of effective packaging.
A) Usage Promotion
B) Aesthetic
C) Communication
D) Harmony
E) Protection
Q2) Explain how the brand connections aspect of brand equity benefits both customers and the brand sponsor.
Q3) Define the four typical relationships found in co-branding and give and example of each.
Q4) List and explain the roles that brands play for customers, the company and competitors give examples of a brand performing each role.
Q5) What are the implications of the dimensions of brand equity for marketing managers?
Q6) How does the American Marketing Association define a brand and why is a strong brand important?
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 12: The Product Experience: New Product Development
Available Study Resources on Quizplus for this Chatper
117 Verified Questions
117 Flashcards
Source URL: https://quizplus.com/quiz/63339
Sample Questions
Q1) What is a business case analysis?
Q2) Early adopters are opinion leaders who seek out new products but are price sensitive to innovation.
A)True
B)False
Q3) Describe a situation where you were an innovator or early majority and another where you were a laggard.
Q4) In testing a new product concept in the definition and test concept phase of developing a new product, the company discovers that consumers want something that is not included in the product.This creates a dilemma for the company that may result in
A) Doing additional research until we get consumer input that the product is acceptable in its current form.
B) Abandoning the product due to it not being feasible (too costly to implement, not technically possible)
C) Change the product no matter what the cost and retest to see if it is acceptable to the customer
D) Launch the product as is because consumers do not know what it is they want
E) None of the above
Page 14
To view all questions and flashcards with answers, click on the resource link above.
Chapter 13: Service As the Core Offering
Available Study Resources on Quizplus for this Chatper
119 Verified Questions
119 Flashcards
Source URL: https://quizplus.com/quiz/63338
Sample Questions
Q1) When a company underpromises but overdelivers with respect to its services, it is said to be practicing ___________.
A) Inferior service management
B) Sandbagging
C) Customer salience management
D) Customer expectations management
E) None of the above
Q2) Disney approaches service recovery on _____________.
A) A case by case basis based upon the empowered cast members
B) A basis of the total amount spent by the customer
C) A formula that insures all customers are treated equally when a problem occurs
D) The basis of the greatest harm theory
E) All of the above
Q3) Harrah's has found that customers that are in the Zone of Indifference make the best potential targets for their promotions.They respond and change from being indifferent to becoming advocates.
A)True
B)False
Q4) How are service quality and the service encounter related?
To view all questions and flashcards with answers, click on the resource link above. Page 15
Chapter 14: Managing Pricing Decisions
Available Study Resources on Quizplus for this Chatper
120 Verified Questions
120 Flashcards
Source URL: https://quizplus.com/quiz/63337
Sample Questions
Q1) Why were fair trade laws created? Who were they intended to protect?
Q2) Stephen is developing a new website for the sports and recreation retailer he works at.He is trying to figure out how to display prices.His company prides itself on consistently selling prices below manufacturer suggested retail price and he would like to indicate this on the website.What do you think Stephen should do?
Q3) When customers are given the opportunity to purchase a package deal at a reduced price compared to what the individual components of the package would cost separately, the firm is using a __________________ strategy.
A) Product line pricing
B) Captive pricing
C) Price bundling
D) Reference pricing
E) Prestige pricing
Q4) When is the logic of competitor-base pricing not a rational option?
Q5) Since a product's price tends to be so visible and definitive, customers rarely have trouble moving past price to consider other critical benefits the product affords.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 16
Chapter 15: Managing Marketing Channels and the Supply Chain
Available Study Resources on Quizplus for this Chatper
119 Verified Questions
119 Flashcards
Source URL: https://quizplus.com/quiz/63336
Sample Questions
Q1) Harold and Jerome have been working together to create new blends of teas that they are hoping to distribute to grocery stores.In regards to a push strategy, what obstacle may Harold and Jerome run into?
Q2) Physical distribution, or logistics, is the integrated process of moving input materials to the producer, in-process inventory through the firm, and finished goods out of the firm through the channel of distribution.
A)True
B)False
Q3) In a(n)________________, the sheer size and power of one of the channel members places it in a position of channel control.
A) Insourcing arrangement
B) Vertical Marketing System (VMS)
C) Corporate VMS
D) Contractual VMS
E) Administered VMS
Q4) A franchise organization is an excellent example of which VMS.How do franchise organizations fall into this category?
Q5) What is the goal of a just in time (JIT)inventory control system?
Page 17
To view all questions and flashcards with answers, click on the resource link above.
Chapter 16: Point of Customer Interface: Bricks and Clicks
Available Study Resources on Quizplus for this Chatper
119 Verified Questions
119 Flashcards
Source URL: https://quizplus.com/quiz/63351
Sample Questions
Q1) Barry's company has just acquired a food retailer through a merger.Barry has been put in charge of managing the food retailer.While Barry has always worked in retail, he has never worked for a food retailer; what are some of the things that make food retailers unique?
Q2) ________________ are sites that enable customers to evaluate vendors and then make better product decisions.
A) Loyalty programs
B) Market makers
C) Customer communities
D) All of the above
E) None of the above
Q3) Retailers identify ______________ using a variety of characteristics such as geographic location, demographics, lifestyle, product benefits, or buying situation.
A) Customer communities
B) Retail target markets
C) Market makers
D) A & C
E) A, B & C
Q4) What are the differences between non-store retailers and other retailers?
To view all questions and flashcards with answers, click on the resource link above. Page 18
Chapter 17: Integrated Marketing Communication:
Advertising, Sales Promotion, and Public Relations
Available Study Resources on Quizplus for this Chatper
112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/63335
Sample Questions
Q1) Buy-one, get-one-free is an example of ___________________________.
A) Rebate program.
B) Product placement
C) Multiple purchase offer
D) Institutional advertising
E) Premium
Q2) ___________________ is an interactive marketing system that uses personal communication with a customer by means other than a salesperson.
A) Advertising
B) Sales promotion
C) Direct marketing
D) Public relations
E) Personal selling
Q3) _______________________ are the two major types of advertising.
A) Inform and persuade
B) Product and price
C) Institutional and product
D) Humor and fantasy
E) Moral and product
Q4) Define and list the advantages of Public Relations.
To view all questions and flashcards with answers, click on the resource link above. Page 19
Chapter 18: Integrated Marketing Communication: Selling,
Direct, and Interactive Marketing
Available Study Resources on Quizplus for this Chatper
117 Verified Questions
117 Flashcards
Source URL: https://quizplus.com/quiz/63334
Sample Questions
Q1) The delivery of information relevant to meet the customer's needs is a
A) Customer database
B) Value proposition
C) FAB
D) Sales presentation
E) Transaction cost analysis
Q2) Diagram the personal selling process.
Q3) One of five principal goals for the presentation is NOT ____________________.
A) Get the customer's attention
B) Educate the customer
C) Nurture the customer's desire and conviction to purchase.
D) Agree on a price
E) Build product interest
Q4) Banner ads are small boxes containing graphics and text and have a hyperlink embedded in them.
A)True
B)False
Q6) Briefly describe the different types of sales force organization. Page 20
Q5) What are the seven design elements of a website's customer interface?
To view all questions and flashcards with answers, click on the resource link above.
Page 21
Chapter 19: The Marketing Dashboard: Metrics for Measuring Marketing Performance
Available Study Resources on Quizplus for this Chatper
112 Verified Questions
112 Flashcards
Source URL: https://quizplus.com/quiz/63333
Sample Questions
Q1) One of the most important measures for on-line measurement is click through rate in that it measures the final sale in the process.
A)True
B)False
Q2) Candyland is a manufacture of candy bars.The test kitchens have just developed a new line of candy bars that have exotic flavors incorporated into premium chocolate.Executives would like to release the bars soon, but feel they need to test them first.Explain to the Candyland executives what a market test is and how it would help them.
C. Nielsen data, for example, has indicated for years that roughly three out of four products that have been test-marketed succeed, whereas four out of five that have not been test-marketed fail.
Q3) How does the exponential smoothing method differ from the moving average method?
Q4) Axiom Industries is a provider of computers to monitor nuclear reactors.It recently implemented a dashboard approach to marketing, but has been having some problems.Managers find that they are getting too much information back that they already know.What is Axiom doing wrong?
Q5) What does statistical demand analysis attempt to do?
To view all questions and flashcards with answers, click on the resource link above. Page 22