Question
1.A product line can also be lengthened by adding more items within the present range. There are several motives for line filling: ________, trying to satisfy dealers who complain about lost sales because of missing items in the line, trying to utilize excess capacity, and others. (Points : 5)
responding to senior management wishes
responding to consumer wishes
reaching for incremental profits
reaching for incremental capacity
responding to sales-force demands
2.Differentiating on ________ is important for companies with complex products and becomes an especially good selling point when targeting technology novices. (Points : 5)
delivery
ordering ease
ease of installation
customer consulting
repairability
3.There is a(n) ________ where consumer perceptions on a service dimension would be deemed satisfactory, anchored by the minimum level consumers would be willing to accept and the level that customers believe can and should be delivered. (Points : 5)
empathy
zone of tolerance
zone of forgiveness
perceived forgiveness
value definition
4.Companies may wish to implement a(n) ________ to achieve more growth, to realize higher margins, or simply to position themselves as full-line manufacturers. (Points : 5)
up-market stretch
down-market stretch
service-market stretch
consulting-model stretch
obsolescence strategy
5.Services high in ________qualities are those services that have characteristics the buyer normally finds hard to evaluate even after consumption. (Points : 5)
equipment
search
experience
personal attention
credence
6.Top firms audit both their own and their competitors’ service performance on a regular basis by collecting ________ measurements to probe customer satisfaction. (Points : 5)
chat room
voice of the customer
e-mail solicitation
consumer activist group
none of the above
7.________ refers to data, information systems, and advice services that the seller offers to their buyers. (Points : 5)
Sales force relationships
Customer relationships
Internal marketing
Customer training
Customer consulting
8.Classes of services can be branded vertically on the basis of ________. (Points : 5)
popularity and price
cost of providing the service
price and quality
price and frequency
target return on investment
9.Excellent service companies know that ________ employee attitudes will promote stronger customer loyalty. (Points : 5)
accommodating
nonthreatening
neutral
negative
positive
10.Marketers have traditionally classified products on the basis of three characteristics: ________, tangibility, and use. (Points : 5)
customer value hierarchy
expected
augmented
durability
none of the above
11.Sometimes companies achieve differentiation through the sheer range of its service offerings and the success of its ________ efforts. (Points : 5)
pricing
cross-selling
advertising
sales representatives’
none of the above
12.The five product levels constitute a ________. At each level more customer value is added. (Points : 5)
customer-augmented product
customer consumption system
customer value-hierarchy
customer-perceived value
customer hierarchy
13.In the context of holistic marketing, ________ describes the normal work of preparing, pricing, distributing, and promoting the service to customers. (Points : 5)
internal marketing
correlated marketing
external marketing
integrated marketing
universal marketing
14.Products such as insurance, cemetery plots, and smoke detectors are examples of ________ that are products that the consumer does not know about or does not normally think of buying. a.specialty goods (Points : 5)
unsought goods
heterogeneous shopping goods
homogeneous shopping goods
none of the above
15.Services differ as to whether they meet a personal need or a ________. (Points : 5)
quality need
production need
business need
functional need
customer need
16.Many sellers offer either general or specific guarantees. Guarantees reduce the buyer’s ________ risk. (Points : 5)
actual
perceived
real
implied
stated
17.________ occurs when a company lengthens its product line beyond its current range. (Points : 5)
Market reach
Product reach
Product adaptations
Line shrinking
Line stretching
18.Service firms can design ________ and information programs so that consumers learn more about the brand than the information they get from the service encounter alone. (Points : 5)
advertising campaigns
marketing measures
ad agencies
marketing communications
marketing strategy
19.Developing brand strategies for a service requires special attention to choosing brand elements, establishing image dimensions, and ________. (Points : 5)
developing a marketing niche
developing an advertising campaign
devising a branding strategy
developing differentiation
none of the above
20.Service marketers frequently complain about the difficulty of ________ their services. (Points : 5)
marketing
diffusing
differentiating
developing
designing