Strategic Marketing Exam Questions
Course Introduction
Strategic Marketing explores the processes and frameworks involved in developing and executing marketing strategies that align with organizational goals and competitive environments. The course covers market analysis, segmentation, targeting, positioning, and the integration of marketing mix elements to create and sustain value for customers. Students will examine real-world case studies and utilize analytical tools to craft strategic marketing plans, assess market opportunities, and respond to evolving consumer needs and market dynamics. Emphasis is placed on decision-making, innovation, and the strategic role marketing plays in achieving business success in diverse industries.
Recommended Textbook
Essentials of Services Marketing 3rd Edition by
Jochen Wirtz
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15 Chapters
639 Verified Questions
639 Flashcards
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Page 2
Chapter 1: Introduction to Services Marketing
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43 Verified Questions
43 Flashcards
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Sample Questions
Q1) Give an example of a government policy that has stimulated the transformation of a service industry.
Answer: Deregulation of the telecommunications industry has stimulated competition and altered fee structures.
Q2) Define services.
Answer: Services are economic activities offered by one party to another. Often time-based performances are used to bring about desired results in recipients themselves or in objects or other assets for which purchasers have responsibility. In exchange for their money, time and effort, customers expect to obtain value from access to good, labor, professional skills, facilities, networks and systems. However, they do not normally take ownership of any of the physical elements involved.
Q3) Give an example of an industry where the Internet has transferred power from suppliers to customers.
Answer: The travel industry.
Q4) Services account for 65% to 80% of the GDP in most developed nations.
A)True
B)False
Answer: True
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3
Chapter 2: Customer Behavior in a Services Context
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Sample Questions
Q1) Hotels may organize food tasting to ____________.
A)generate goodwill.
B)have free trials.
C)advertise their services.
D)act as a service guarantee.
E)make use of evidence management.
Answer: B
Q2) Give an example of a social risk involved in using a service.
Answer: What will my friends think of me if they learned I used this service?
Q3) Give an example of a service's search attribute.
Answer: Restaurant-restaurant positioning (type of food, location, parking availability).
Q4) Service consumption can be divided into what three principal stages?
Answer: Pre-purchase, service encounter, and post-purchase.
Q5) Airlines are considered a low-contact service when compared to auto repair.
A)True
B)False
Answer: False
Q6) Give an example of a restaurant's credence attribute.
Answer: Kitchen hygiene.
Page 4
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Chapter 3: Positioning Services in Competitive Markets
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Sample Questions
Q1) Lasik eye surgery and Starbucks are examples of which focus strategy?
A)Market focus.
B)Fully focused.
C)Service focused.
D)Partially focused.
E)Unfocused.
Answer: B
Q2) A target segment should only be selected on the basis of their sales and profit potential.
A)True
B)False
Answer: False
Q3) Convenient departure times count as which attribute for business travelers?
A)Important
B)Determinant
C)Alternative
D)Segmentation
E)Quantitative
Answer: B
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Page 5
Chapter 4: Developing Service Products Core and Supplementary Elements
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Sample Questions
Q1) Which is not a form of supplementary service for a luxury hotel?
A)Room service
B)Reservation
C)Check-in/Check-out
D) Scheduling
Q2) Brand meaning has a stronger impact on brand equity than brand awareness.
A)True
B)False
Q3) To obtain full value from any good or service, customers need relevant information.
A)True
B)False
Q4) Features of strong brands do not include which of the following?
A)Better visualization of intangibles
B)Reduced risk
C)Act as surrogates for intangibles
D)A particular way of doing business
Q5) Discuss the three factors that discriminate between successful and unsuccessful new financial services.
Q6) Give two examples of billing elements.
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Chapter 5: Distributing Service through Physical and Electronic Channels
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Sample Questions
Q1) Three flows that address what is being distributed are:
A)information and promotion flow, negotiation flow, product flow
B)electronic channel flow, negotiation flow, price flow
C)product flow, place flow, price flow
D)information flow, negotiation flow, distribution flow
Q2) What is channel integration?
Q3) Which one of the following methods is NOT a banking service that can be delivered remotely?
A)Face-to-face.
B)Internet.
C)Mobile phone.
D)Call centers.
E)All of the above are bank service delivery methods.
Q4) List the five factors that encourage extended operating hours.
Q5) In general, service providers are more likely to visit corporate customers at their premises than to visit individuals in their homes.
A)True
B)False
Q7) Discuss the roles that intermediaries play for service organizations. Page 7
Q6) Give two examples of firms that locate themselves in multi-purpose facilities.
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Page 8
Chapter 6: Setting Prices and Implementing Revenue Management
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Sample Questions
Q1) Which of the following is NOT an example of a non-physical fence?
A)Time or duration of use.
B)Group membership.
C)Service level.
D)Flexibility of ticket usage.
E)Location of reservation.
Q2) Which of the following is NOT an example of price complication?
A)Fluctuating air fare
B)Commissions
C)Expressway toll
D)Listed price
Q3) What are the objectives for pricing of services?
Q4) EasyJet needs the following to justify its low prices and to break even:
A)High load factor
B)Higher sales
C)Higher physical costs
D)Only a & b
E)All of the above
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Q5) Give an example of a service firm that uses service recovery to compensate for overbooking and discuss how the firm compensates.
Chapter 7: Promoting Services and Educating Customers
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Sample Questions
Q1) DHL gained significant favorable publicity when it safely transported two giant pandas from Chengdu, China to the National Zoo in Washington, D.C.
A)True
B)False
Q2) Communication can be used to manage customers only at the pre-stage.
A)True
B)False
Q3) A sticky site is
A)slow to download
B)not updated frequently
C)high in quality content
D)Only a & b.
Q4) Describe the differences between traditional marketing communication strategies and service business communication strategies.
Q5) Communication in the servicescape can be used to manage consumer behavior during service encounter.
A)True
B)False
Q6) What are the common communication objectives along the communication funnel?
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Chapter 8: Designing and Managing Service Processes
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Sample Questions
Q1) The internet kiosk with a touchscreen in Vienna, Austria is getting popular for the following reasons EXCEPT ____________.
A)it is conveniently located
B)it saves customers from having to deal with other undesirable customers
C)it is accessible 24/7
D)it doesn't make mistakes, unlike employees
E)it has easy access to websites
Q2) Restaurants are often quite theatrical in their use of physical evidence (such as furnishing, décor, uniforms, lighting, and table settings).
A)True
B)False
Q3) Blueprints can pinpoint the stages in the process where customers commonly have to wait.
A)True
B)False
Q4) What is flowcharting?
Q5) How is the patient a service co-creator?
Q6) Which kinds of services are the easiest to offer using SSTs. Explain why.
Q7) How can firms prevent customer failures?
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Chapter 9: Balancing Demand against Productive Capacity
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Sample Questions
Q1) Which of the following is NOT one of the alternative queuing configurations discussed?
A)Single line/single servers at sequential stages
B)Multiple line to single servers ("snake")
C)Parallel lines to multiple servers
D)Designated lines to designated servers
E)"Take a Number" (single or multiple servers)
Q2) A subway can increase the capacity on a route after all seats have been occupied.
A)True
B)False
Q3) Which of the following is NOT one of the conditions that fixed-capacity firms may face?
A)Excess capacity.
B)Demand exceeds desired capacity.
C)Demand and supply are well-balanced.
D)Ideal demand exceeds capacity.
E)Excess demand.
Q4) Describe how optimum and maximum capacities may differ in the restaurant industry.
Chapter 10: Crafting the Service Environment
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Sample Questions
Q1) Describe the challenge inherent in using signs, symbols, and artifacts in a servicescape and discuss when this task is particularly important.
Q2) Fast music environments have been shown to generate more revenue and get customers to spend longer amounts of time in an environment than slow music environments.
A)True
B)False
Q3) What are the three important ways in which the service environment and its accompanying atmosphere impact buyer behavior?
Q4) Discuss how the United Kingdom uses music to discourage jaycustomers in the subway system.
Q5) A spa environment should be designed with low arousal and high pleasantness. A)True
B)False
Q6) Describe what is meant by a holistic view of a service environment and provide examples.
Q7) Describe the design flaws of the new airport lounge in a major Asian city.
Q8) List the five guidelines for parking design described in the chapter.
Q9) Describe the design flaws of the Jordan Sheraton Hotel.
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Chapter 11: Managing People for Service Advantage
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Sample Questions
Q1) Technical skills encompass all the required knowledge related to processes.
A)True
B)False
Q2) Service employees are important to customers and competitive positioning because the front line ____________.
A)is the most visible part of the firm
B)contains more employees than management
C)is often the first to deal with customer complaints
D)is better trained at dealing with customers than are managers
E)all of the above
Q3) Training at Apple includes how to phrase words in a positive rather than negative way.
A)True
B)False
Q4) Give an example of a company where the winner of the show gets a chance to join the company.
Q5) Give an example of an organization that helps company's build a service culture.
Q6) How does Southwest Airlines ensure continuation of the firm's family feel?
Q7) What is job content?
Q8) How is Cora Griffith's work strategy indicative of the "Cycle of Success?"
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Chapter 12: Managing Relationships and Building Loyalty
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Sample Questions
Q1) Which of the following is NOT an aspect of Capital One 360's no-frills strategy?
A)High interest rates
B)Offers only a handful of basic products
C)Lures low-maintenance customers
D)Firing customers who don't fit the profile
E)Increased contact with the bank
Q2) Define loyalty in a service context.
Q3) It is critical for service firms to understand the needs of customers within different profitability tiers and adjust their service levels accordingly.
A)True
B)False
Q4) Why do firms benefit from a price premium with loyal customers?
Q5) Vanguard Group is very careful about acquiring the right type of customers.
A)True
B)False
Q6) The longer customers stay with a firm, the more profitable they become.
A)True
B)False
Q7) Describe the "Iron" customer segment discussed by Zeithaml, Rust, and Lemon.
Q8) Describe the difference between miles and points on British Airways.
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Chapter 13: Complaint Handling and Service Recovery
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Sample Questions
Q1) Give an example of a full-satisfaction guarantee.
Q2) Give an example of a single attribute-specific guarantee.
Q3) Explain what is meant by a "combined guarantee."
Q4) Explain what is meant by "the service recovery paradox."
Q5) People in lower socioeconomic levels are more likely to complain than those in higher levels.
A)True
B)False
Q6) The Cheat is the kind of jaycustomer who delays payments.
A)True
B)False
Q7) Which of the following is NOT one of the criteria that service guarantees should be designed to meet?
A)Easy to understand and communicate
B)Meaningful to the customer
C)Conditional
D)Easy to invoke
E)Credible
16
Q8) What are the three main response options for customers who experience service failures?
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Chapter 14: Improving Service Quality and Productivity
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Sample Questions
Q1) What is service quality?
Q2) Cutbacks in front-stage staffing means that there are insufficient personnel to serve customers promptly.
A)True
B)False
Q3) Which of the following is the best example of the source of a delayed flight caused by front-stage personnel?
A)Air traffic
B)Late food service
C)Late fuel
D)Gate agents cannot process passengers quickly enough
E)Poor announcement of departures
Q4) Explain the Service Quality-Productivity-Profit Triangle.
Q5) Objectives of a customer feedback system does NOT include ____________.
A)Conducting total market survey
B)Creating a customer-oriented service culture
C)Customer-driven learning improvements
D)Benchmarking of service quality and performance
Q6) Discuss what could be involved in the prescription for "The Delivery Gap."
Q7) What is ISO 9000?
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Chapter 15: Building a World-Class Service Organization
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Sample Questions
Q1) For service leaders, the function of human resources is to coach and facilitate the workers.
A)True
B)False
Q2) Senior executives see the quality of their employees as a strategic advantage.
A)True
B)False
Q3) Human leaders at the HR level of an organization need to take a service firm in the right direction.
A)True
B)False
Q4) Service leaders are recognized for innovation, focus, and excellence . A)True
B)False
Q5) Which of the following is NOT a service performance level?
A)Service losers
B)Service non-entities
C)Service professionals
D)Service providers
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