Savvy Individuals
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Test #3 Chapter 12

Pregunta 1 de 27

1

Trust 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?

Selecciona una de las siguientes respuestas posibles:

  • Engaging in post purchase communication

  • Creating a strong organizational image

  • Using personal information sources

  • Adopting standardization

Explicación

Pregunta 2 de 27

1

At 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:

Selecciona una de las siguientes respuestas posibles:

  • green marketing.

  • social marketing.

  • nonprofit marketing.

  • internal marketing.

Explicación

Pregunta 3 de 27

1

Marketing services is more challenging than marketing goods because:

Selecciona una de las siguientes respuestas posibles:

  • of the unique characteristics of services, which includes intangibility, inseparability, heterogeneity, and perishability.

  • consumers and business users can easily evaluate the quality of services.

  • services tend to exhibit less experience and credence qualities.

  • all service providers compete against each other, but firms selling tangible goods complement each other.

Explicación

Pregunta 4 de 27

1

Premium 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?

Selecciona una de las siguientes respuestas posibles:

  • Level 1

  • Level 2

  • Level 3

  • Level 4

Explicación

Pregunta 5 de 27

1

Which of the following is a difference between private-sector organizations and nonprofit organizations?

Selecciona una de las siguientes respuestas posibles:

  • Private-sector organizations often adopt undifferentiated strategies, while nonprofit organizations adopt differentiated strategies.

  • Private-sector organizations must complement the efforts of nonprofit organizations, while nonprofit organizations must compete with the efforts of private-sector organizations.

  • Private-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.

  • Private-sector organizations often market complex behaviors or ideas, while nonprofit organizations do not market complex behaviors or ideas.

Explicación

Pregunta 6 de 27

1

Which of the following is a difference between people-processing and possession-processing services?

Selecciona una de las siguientes respuestas posibles:

  • People-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.

  • People-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.

  • People-processing services emphasize on supplementary services, while possession-processing services greatly reduce supplementary services.

  • People-processing services occur when services are directed at customers' physical belongings, while possession-processing services occur when services are directed at a customer.

Explicación

Pregunta 7 de 27

1

A bundled price is preferable when:

Selecciona una de las siguientes respuestas posibles:

  • different customers have different needs.

  • firms customize services for each individual customer.

  • consumers dislike having to pay extra for every part of a service.

  • firms want to charge for their supplementary services separately.

Explicación

Pregunta 8 de 27

1

Which of the following is a limitation of the revenue-oriented pricing approach?

Selecciona una de las siguientes respuestas posibles:

  • High tax rates

  • Difficulty in determining costs

  • High economies of scale

  • Difficulty in communicating to consumers

Explicación

Pregunta 9 de 27

1

Cashcrash.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:

Selecciona una de las siguientes respuestas posibles:

  • good.

  • tangible product.

  • service.

  • tangible resource.

Explicación

Pregunta 10 de 27

1

Which of the following is an example of post purchase communication?

Selecciona una de las siguientes respuestas posibles:

  • An airline hires an actor to film a series of commercials touting the airline's service.

  • An insurance company designs a new “umbrella" logo to indicate that its customers are well protected.

  • A tax return preparer offers a 20% discount for any customers who use the service in January.

  • A 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.

Explicación

Pregunta 11 de 27

1

Which of the following is true of goods?

Selecciona una de las siguientes respuestas posibles:

  • They can be produced in a centralized location and be consumed in decentralized locations.

  • They tend to be less tangible than services.

  • They need to be produced, sold, and consumed at the same time as they are highly perishable.

  • They tend to be less standardized and uniform than services.

Explicación

Pregunta 12 de 27

1

According to the gap model of service quality, which of the following is true of gap 1?

Selecciona una de las siguientes respuestas posibles:

  • It results from a lack of understanding or a misrepresentation of customers' needs, wants, or desires.

  • It results from management's inability to translate customers' needs into delivery systems within the firm.

  • It can result in misleading or deceptive advertising campaigns promising more than the firm can deliver.

  • It can be corrected by training employees so that they know what management expects and encouraging teamwork.

Explicación

Pregunta 13 de 27

1

Which of the following is true of mass customization?

Selecciona una de las siguientes respuestas posibles:

  • It results in a lower cost to firms when compared to standardized services.

  • It results in giving each customer whatever he or she asks for.

  • It is useful only to service firms and not to manufacturing firms.

  • It is based on the tenet that the needs, wants, or desires of all customers are the same.

Explicación

Pregunta 14 de 27

1

Which of the following is true of supplementary services?

Selecciona una de las siguientes respuestas posibles:

  • They are the most basic benefit the customer is buying.

  • They are usually emphasized to create a competitive advantage.

  • They are services mandatorily required by the government.

  • They are services that compete with the core service.

Explicación

Pregunta 15 de 27

1

Trina 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?

Selecciona una de las siguientes respuestas posibles:

  • Information processing

  • Possession processing

  • Mental stimulus processing

  • People processing

Explicación

Pregunta 16 de 27

1

Which of the following is true of operations-oriented pricing?

Selecciona una de las siguientes respuestas posibles:

  • It involves maintaining a fixed price for a product or a service throughout the year.

  • It focuses on maximizing the surplus of income over costs.

  • It seeks to match supply and demand by varying prices.

  • It tries to maximize the number of customers using a service by improving its quality.

Explicación

Pregunta 17 de 27

1

David 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:

Selecciona una de las siguientes respuestas posibles:

  • variability.

  • perishability.

  • intangibility.

  • inseparability.

Explicación

Pregunta 18 de 27

1

Business 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.

Selecciona una de las siguientes respuestas posibles:

  • asset

  • tangible product

  • service

  • tangible resource

Explicación

Pregunta 19 de 27

1

_____ refers to the inability of services to be stored, warehoused, or inventoried.

Selecciona una de las siguientes respuestas posibles:

  • Variability

  • Irreversibility

  • Heterogeneity

  • Perishability

Explicación

Pregunta 20 de 27

1

_____, one of the components on which customers evaluate service quality, refers to the knowledge and courtesy of employees and their ability to convey trust.

Selecciona una de las siguientes respuestas posibles:

  • Empathy

  • Responsiveness

  • Assurance

  • Reliability

Explicación

Pregunta 21 de 27

1

Green & 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.

Selecciona una de las siguientes respuestas posibles:

  • gap model of service quality

  • service pyramid

  • four dimensions of service quality

  • service paradigm

Explicación

Pregunta 22 de 27

1

Silver 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 _____.

Selecciona una de las siguientes respuestas posibles:

  • standardization

  • reverse engineering

  • benchmarking

  • mass customization

Explicación

Pregunta 23 de 27

1

The _____ of a service most clearly reveals the relationship between its target market strategy and its distribution strategy.

Selecciona una de las siguientes respuestas posibles:

  • tangibility

  • location

  • customization

  • separability

Explicación

Pregunta 24 de 27

1

_____ refers to the follow-up activities that a service firm might engage in after a customer transaction.

Selecciona una de las siguientes respuestas posibles:

  • Need recognition

  • Post purchase communication

  • Collective bargaining

  • Sales prospecting

Explicación

Pregunta 25 de 27

1

_____ focuses on maximizing the surplus of income over costs.

Selecciona una de las siguientes respuestas posibles:

  • Operations-oriented pricing

  • Revenue-oriented pricing

  • Patronage-oriented pricing

  • Quality-oriented pricing

Explicación

Pregunta 26 de 27

1

Car 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 _____.

Selecciona una de las siguientes respuestas posibles:

  • operations-oriented pricing

  • revenue-oriented pricing

  • patronage-oriented pricing

  • quality-oriented pricing

Explicación

Pregunta 27 de 27

1

When a firm develops structural bonds with its customers by offering unique value added services, it is operating at _____ of relationship marketing.

Selecciona una de las siguientes respuestas posibles:

  • level 4

  • level 3

  • level 2

  • level 1

Explicación

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