Services Marketing
Textbook Exam Questions
Course Introduction
Services Marketing explores the unique challenges and strategies involved in marketing intangible products, focusing on industries such as hospitality, banking, healthcare, and professional services. The course covers key topics such as service design, customer experience management, service quality, branding, and relationship marketing. Students will learn how to create and deliver value in service-based businesses, develop service blueprints, handle service failures, and leverage digital technologies to enhance customer engagement. Through case studies and practical applications, the course equips students with the skills needed to effectively market and manage services in a competitive, global marketplace.
Recommended Textbook
Marketing Management 4th Edition by Russ Winer
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1500 Flashcards
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Page 2
Chapter 1: Marketing and the Job of the Marketing Manager
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Sample Questions
Q1) Which of the following would persuade a firm to enter foreign markets?
A)low-growth markets
B)decreased domestic competition
C)increased growth rate
D)sensitive regulations
Answer: A
Q2) Based on ________,managers develop objectives,strategies,and programs for the product,product line,or closely related group of products.
A)data analysis
B)historical data
C)final audit
D)industry norms
Answer: A
Q3) Products or services that solve a particular customer's problem at a given point in time are termed:
A)solutions.
B)experiences.
C)interactions.
D)relationships.
Answer: A
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Chapter 2: A Strategic Marketing Framework
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Sample Questions
Q1) The value of a brand name in communicating quality or other aspects of the product is called:
A)value equity.
B)brand equity.
C)brand position.
D)strategic value.
Answer: B
Q2) Customers who have purchased your product or service are familiar with its benefits.Assuming that your customers enjoyed the consumption experience,there is often potential left in the market from the current customers who could be persuaded to buy more.You,as a marketing manager,should therefore prioritize:
A)market development strategy.
B)diversification strategy.
C)product development strategy.
D)market penetration strategy.
Answer: D
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Chapter 3: Marketing Research
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Sample Questions
Q1) Which of the following best describes the degree to which experimental results can be generalized to the real world or,more generally,to the target population?
A)internal validity
B)interpolation
C)flexibility
D)external validity
Answer: D
Q2) In virtual shopping,the consumer can use the simulation to view (on a screen)shelves stocked with any kind of product.
A)True
B)False
Answer: True
Q3) Which of the following is the least expensive method of collecting data?
A)personal interviews
B)telephone interviews
C)mail survey
D)focus group
Answer: C
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5
Chapter 4: Analyzing Consumer Behavior
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Sample Questions
Q1) Which of the following is an example of an internal source of information?
A)advertisements
B)past experiences with products
C)recommendations of an opinion leader
D)advice from an expert
Q2) In technology-based markets,the marketing manager must understand who are the different customers that will purchase the product at the introductory stage of the product life cycle and who will purchase the product as it matures.Which of the following types of customers will be the last to buy the product?
A)late majority
B)early majority
C)innovators
D)laggards
Q3) Perception,not reality,drives purchasing behavior.
A)True
B)False
Q4) According to Everett Rogers,the first buyers of a new product are the early adopters.
A)True
B)False
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Chapter 5: Organizational Buying Behavior
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Sample Questions
Q1) Identify the correct statement about a straight rebuy.
A)It is a very complex process.
B)A long time frame is required for this process.
C)The current supplier is in an advantageous position in a straight rebuy.
D)It takes place while purchasing expensive and seldom-purchased products.
Q2) Which of the following statements is true about the chasm in the chasm model?
A)It is the first small crack that appears in the chasm model.
B)It appears between pragmatists and conservatives.
C)It represents the problem of getting laggards to buy a product.
D)Pursuing a thematic niche is one of the approaches that can be used to cross the chasm.
Q3) Because of the technical nature of the products,industrial product purchases are more likely to be based on:
A)cost rather than features.
B)features rather than benefits.
C)cost rather than benefits
D)benefits rather than features.
Q4) List and briefly discuss the three different kinds of purchases or buy classes made by organizations.
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Chapter 6: Market Structure and Competitor Analysis
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Sample Questions
Q1) Which of the following is a good source of secondary information?
A)annual reports
B)customers
C)the company sales force
D)employees
Q2) A product class is also called a product type.
A)True
B)False
Q3) The most common form of equilibrium used for solutions to game theory models is called:
A)budget equilibrium.
B)nash equilibrium.
C)generic equilibrium.
D)cooperative equilibrium.
Q4) List and briefly describe the information required to assess the strengths and weaknesses of a competitor.
Q5) List and briefly describe some of the best secondary sources of information.
Q6) Annual reports are a good primary source of information.
A)True
B)False
Page 8
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Chapter 7: Product Decisions
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Sample Questions
Q1) ________ refers to a process whereby a company takes a product or service that is widely marketed and perhaps offered in many different configurations and develops a system for customizing it to each customer's specifications.
A)Greenwashing
B)Cannibalization
C)Customerization
D)Cloning
Q2) Patents and trademarks are considered as brand assets.
A)True
B)False
Q3) Identify the consumer segment that are highly interested in global brands and are less concerned about the companies' social responsibility.
A)global dreamers
B)global citizens
C)antiglobals
D)global agnostics
Q4) The concept of global marketing is similar to market or customer orientation.
A)True
B)False
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Chapter 8: New Product Development
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Sample Questions
Q1) Which of the following stages of the classic linear approach of a new product development process is related to continuous updating and refinement of products and services?
A)idea generation
B)life-cycle management
C)business analysis
D)initial design and concept screening
Q2) When the ideal selling price is first determined and the feasibility of meeting that price is assessed and costs are controlled in order to produce the product that can be sold at the target price,this is called:
A)market development.
B)price determination.
C)target costing.
D)product development.
Q3) Describe the three major categories of the data collection procedures for concept testing.
Q4) List and briefly describe some of the approaches for improving the cooperation between marketing and R&D.
Q5) Discuss the three different approaches to new product development.
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Chapter 9: Pricing
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Sample Questions
Q1) Investment pricing implies that you can set a price that delivers the rate of return demanded by senior management.
A)True
B)False
Q2) Theater tickets cost more on weekends.This is an example of:
A)penetration pricing.
B)complementary pricing.
C)periodic discounting.
D)value pricing.
Q3) Skimming is also known as ________ pricing.
A)competitive
B)investment
C)penetration
D)prestige
Q4) Skimming is also known as penetration pricing.
A)True
B)False
Q5) Direct fixed costs do not vary with sales volume.
A)True
B)False
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Chapter 10: Communications and Advertising Strategy
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Sample Questions
Q1) The number of GRPs attained by a TV schedule is the product of the reach and the frequency.In this case,frequency is the number of times the commercial is aired.
A)True
B)False
Q2) Companies often receive feedback from user groups who form their own electronic clubs who can form a collective opinion and quickly supply information about new or developing products.These electronic clubs are known as:
A)kostenlos.
B)listservs.
C)gratis.
D)umsonst.
Q3) Which of the following best describes any communication form that sends messages directly to a target market with the anticipation of an immediate or short-term response?
A)direct marketing
B)radio advertising
C)newspaper advertising
D)public relations
Q4) List the six stages of the advertising decision-making process.
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Chapter 11: Sales Promotion
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Sample Questions
Q1) Pull promotion activities give the intermediaries incentives to carry and sell the product.
A)True
B)False
Q2) The response rates for coupons are very high,so the expense per redemption is low.
A)True
B)False
Q3) Which of the following is an example of sampling?
A)offering a free drug to a physician
B)offering a free toy in a Cracker Jack box
C)offering redeemable points with each purchase
D)offering a bonus pack which provides larger sizes for the same price as a smaller size
22
Q4) Promotion typically takes the long-run view.
A)True
B)False
Q5) Coupon programs provide competitive advantage. A)True
B)False
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Chapter 12: Channels of Distribution
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Sample Questions
Q1) A business that assists in the performance of distribution tasks other than buying,selling,and transferring title is referred to as merchant middleman.
A)True
B)False
Q2) Because channel members often have direct contact with customers,it is an ideal situation for collecting information about customer and competitor behavior.Which of the following channel functions best describes this event?
A)marketing research
B)communications
C)negotiation
D)relationship management
Q3) In today's marketing environment,designing channel systems with multiple channels is the exception,not the norm.
A)True
B)False
Q4) Competitive distribution structures cannot differ in the same market.
A)True
B)False
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Chapter 13: Direct Channels of Distribution: Personal Selling and
Direct Marketing
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Sample Questions
Q1) A method of distribution that gives the customer access to the firm's products and services without any other intermediaries is referred to as:
A)reverse engineering.
B)virtual selling.
C)direct marketing.
D)multichannel distribution.
Q2) List and briefly describe the three kinds of sales organization structures.
Q3) Missionary selling typically entails responsibilities such as making sure the stock is adequately displayed on shelves,setting up displays,providing demonstrations,and other activities sometimes called merchandising.
A)True
B)False
Q4) Which of the following best describes the sales organization structure where the sales force sells all products marketed by a division to a single market?
A)product/product system
B)market/market system
C)product/market system
D)product/customer system
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Chapter 14: Customer Relationship Management
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Sample Questions
Q1) Customers who fall under the apostle group are usually price-and promotion-sensitive,and rarely stay with you long enough for them to be profitable.
A)True
B)False
Q2) The basic customer satisfaction model is often called ________ because it presumes that levels of customer satisfaction with a product or service are determined by how well the product performs relative to what the customer expects.
A)a high confirmation/low confirmation model
B)an expectation confirmation/disconfirmation model
C)a negative confirmation/positive confirmation model
D)a need satisfying/dissatisfying model
Q3) ________ and ________ can be highly satisfied but exhibit totally different loyalty patterns.
A)Apostles;Hostages
B)Defectors;Mercenaries
C)Apostles;Mercenaries
D)Mercenaries;Hostages
Q4) List and briefly describe the factors that justify why loyal customers are profitable.
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16
Chapter 15: Special Topic: Strategies for Service Markets
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Sample Questions
Q1) ________ involves having customers visualize a concept of relationship by integrating two items in some mutual or reciprocal action.
A)Perceptual mapping
B)Market analysis
C)Interactive imagery
D)Conjoint analysis
Q2) A ________ is a contractual agreement between originator of the service concept and an individual or an organization that provides retail distribution of the service.
A)franchise
B)subsidiary
C)joint venture
D)branch
Q3) When a positive gap exists,the service provider must:
A)try to match the expectations.
B)downsize the organization.
C)increase advertising expenditures.
D)continuously increase quality.
Q4) How does intangibility affect inventorying services? Explain with an example.
Q5) List and briefly describe the five dimensions of service quality.
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