Quiz
Test #3 Chapter 12
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Fragen in diesem Quiz (27)
1Trust Us Insurance's tagline is “You're in safe hands with Trust Us," and Serenity Life Insurance uses a rock as its trade symbol because it wants to convey stability. What type of promotion strategy are these companies using?
- AEngaging in post purchase communication
- BCreating a strong organizational image
- CUsing personal information sources
- DAdopting standardization
2At Great Bear Nature Tours, the owners are careful to treat both guests and employees very well. In fact, most employees feel that they are treated like privileged guests at work. This is an example of:
- Agreen marketing.
- Bsocial marketing.
- Cnonprofit marketing.
- Dinternal marketing.
3Marketing services is more challenging than marketing goods because:
- Aof the unique characteristics of services, which includes intangibility, inseparability, heterogeneity, and perishability.
- Bconsumers and business users can easily evaluate the quality of services.
- Cservices tend to exhibit less experience and credence qualities.
- Dall service providers compete against each other, but firms selling tangible goods complement each other.
4Premium boutique hotels encourage employees to develop strong, personal relationships with guests. Such hotels offer value-added services that are not available at traditional hotels. At which level of relationship marketing are these hotels operating?
- ALevel 1
- BLevel 2
- CLevel 3
- DLevel 4
5Which of the following is a difference between private-sector organizations and nonprofit organizations?
- APrivate-sector organizations often adopt undifferentiated strategies, while nonprofit organizations adopt differentiated strategies.
- BPrivate-sector organizations must complement the efforts of nonprofit organizations, while nonprofit organizations must compete with the efforts of private-sector organizations.
- CPrivate-sector organizations prioritize market segments that are most likely to respond to particular offerings, while nonprofit organizations target those who are apathetic about receiving their services.
- DPrivate-sector organizations often market complex behaviors or ideas, while nonprofit organizations do not market complex behaviors or ideas.
6Which of the following is a difference between people-processing and possession-processing services?
- APeople-processing services refer to services that use manual labor directed at customer's assets, while possession-processing services refer to services that use technology directed at customer's assets.
- BPeople-processing services require customers to enter the service factory, while possession-processing services typically do not require the presence of the customer in the service factory.
- CPeople-processing services emphasize on supplementary services, while possession-processing services greatly reduce supplementary services.
- DPeople-processing services occur when services are directed at customers' physical belongings, while possession-processing services occur when services are directed at a customer.
7A bundled price is preferable when:
- Adifferent customers have different needs.
- Bfirms customize services for each individual customer.
- Cconsumers dislike having to pay extra for every part of a service.
- Dfirms want to charge for their supplementary services separately.
8Which of the following is a limitation of the revenue-oriented pricing approach?
- AHigh tax rates
- BDifficulty in determining costs
- CHigh economies of scale
- DDifficulty in communicating to consumers
9Cashcrash.com is an online money transfer company that provides consumer remittance facilities. With the Cashcrash bank deposit service, consumers can send money directly to bank accounts in several countries around the world. Thus, Cashcrash.com would be classified as a:
- Agood.
- Btangible product.
- Cservice.
- Dtangible resource.
10Which of the following is an example of post purchase communication?
- AAn airline hires an actor to film a series of commercials touting the airline's service.
- BAn insurance company designs a new “umbrella" logo to indicate that its customers are well protected.
- CA tax return preparer offers a 20% discount for any customers who use the service in January.
- DA hotel sends an email survey to its guests a week after their stay, asking them to comment on the quality of the service they received.
11Which of the following is true of goods?
- AThey can be produced in a centralized location and be consumed in decentralized locations.
- BThey tend to be less tangible than services.
- CThey need to be produced, sold, and consumed at the same time as they are highly perishable.
- DThey tend to be less standardized and uniform than services.
12According to the gap model of service quality, which of the following is true of gap 1?
- AIt results from a lack of understanding or a misrepresentation of customers' needs, wants, or desires.
- BIt results from management's inability to translate customers' needs into delivery systems within the firm.
- CIt can result in misleading or deceptive advertising campaigns promising more than the firm can deliver.
- DIt can be corrected by training employees so that they know what management expects and encouraging teamwork.
13Which of the following is true of mass customization?
- AIt results in a lower cost to firms when compared to standardized services.
- BIt results in giving each customer whatever he or she asks for.
- CIt is useful only to service firms and not to manufacturing firms.
- DIt is based on the tenet that the needs, wants, or desires of all customers are the same.
14Which of the following is true of supplementary services?
- AThey are the most basic benefit the customer is buying.
- BThey are usually emphasized to create a competitive advantage.
- CThey are services mandatorily required by the government.
- DThey are services that compete with the core service.
15Trina is a physical fitness trainer who tries to create fitness routines based on her understanding of the customers and their specific fitness goals. Which of the following service processes does this illustrate?
- AInformation processing
- BPossession processing
- CMental stimulus processing
- DPeople processing
16Which of the following is true of operations-oriented pricing?
- AIt involves maintaining a fixed price for a product or a service throughout the year.
- BIt focuses on maximizing the surplus of income over costs.
- CIt seeks to match supply and demand by varying prices.
- DIt tries to maximize the number of customers using a service by improving its quality.
17David and Kathy like to take their young son, Chaz, to Moe's Southwestern Grill for lunch after church every Sunday. While they like to eat at Moe's at any time, Sunday is particularly good because it is “kids eat free" day at the restaurant. Until Moe's began this attractive offer, Sundays were very slow. Now it is one of the busiest days of the week for the restaurant. This strategy was a way to contend with the service characteristic of:
- Avariability.
- Bperishability.
- Cintangibility.
- Dinseparability.
18Business Essentials is a support group that consists mostly of young women who offer tips on budgeting and debt relief. Their goal is to help women break financial ceilings. Business Essentials is providing a(n) _____ that is helpful to women who want to be financially savvy.
- Aasset
- Btangible product
- Cservice
- Dtangible resource
19_____ refers to the inability of services to be stored, warehoused, or inventoried.
- AVariability
- BIrreversibility
- CHeterogeneity
- DPerishability
20_____, one of the components on which customers evaluate service quality, refers to the knowledge and courtesy of employees and their ability to convey trust.
- AEmpathy
- BResponsiveness
- CAssurance
- DReliability
21Green & Gold is a coffee chain based in the United States. Its management has been trying to refocus on the things that originally made the company successful. For example, Green & Gold stores across the United States recently shut down for a short period of time for retraining, and the company has worked to make sure that customers can smell the freshly ground coffee aroma when they pass by the store. However, when questioned, consumers tend to emphasize on the need for pricing incentives such as a frequent purchasing program. According to the _____, there may be a difference between what customers want and what Green & Gold management thinks customers want.
- Agap model of service quality
- Bservice pyramid
- Cfour dimensions of service quality
- Dservice paradigm
22Silver Line Electronics Inc. uses technology to produce laptops and other gadgets in bulk based on each individual client’s specific needs and requirements. This is an example of _____.
- Astandardization
- Breverse engineering
- Cbenchmarking
- Dmass customization
23The _____ of a service most clearly reveals the relationship between its target market strategy and its distribution strategy.
- Atangibility
- Blocation
- Ccustomization
- Dseparability
24_____ refers to the follow-up activities that a service firm might engage in after a customer transaction.
- ANeed recognition
- BPost purchase communication
- CCollective bargaining
- DSales prospecting
25_____ focuses on maximizing the surplus of income over costs.
- AOperations-oriented pricing
- BRevenue-oriented pricing
- CPatronage-oriented pricing
- DQuality-oriented pricing
26Car Bar allows its customer to rent a car at $10 per day on weekdays, at $15 per day on weekends, and at $20 per day exclusively during the holiday season. This pricing strategy helps the company match the supply and demand for its cars. This is an example of _____.
- Aoperations-oriented pricing
- Brevenue-oriented pricing
- Cpatronage-oriented pricing
- Dquality-oriented pricing
27When a firm develops structural bonds with its customers by offering unique value added services, it is operating at _____ of relationship marketing.
- Alevel 4
- Blevel 3
- Clevel 2
- Dlevel 1
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