Test #3 Chapter 12

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Chapter Review
Savvy Individuals
Quiz by Savvy Individuals, updated more than 1 year ago
Savvy Individuals
Created by Savvy Individuals almost 6 years ago
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Resource summary

Question 1

Question
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?
Answer
  • Engaging in post purchase communication
  • Creating a strong organizational image
  • Using personal information sources
  • Adopting standardization

Question 2

Question
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:
Answer
  • green marketing.
  • social marketing.
  • nonprofit marketing.
  • internal marketing.

Question 3

Question
Marketing services is more challenging than marketing goods because:
Answer
  • 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.

Question 4

Question
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?
Answer
  • Level 1
  • Level 2
  • Level 3
  • Level 4

Question 5

Question
Which of the following is a difference between private-sector organizations and nonprofit organizations?
Answer
  • 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.

Question 6

Question
Which of the following is a difference between people-processing and possession-processing services?
Answer
  • 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.

Question 7

Question
A bundled price is preferable when:
Answer
  • 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.

Question 8

Question
Which of the following is a limitation of the revenue-oriented pricing approach?
Answer
  • High tax rates
  • Difficulty in determining costs
  • High economies of scale
  • Difficulty in communicating to consumers

Question 9

Question
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:
Answer
  • good.
  • tangible product.
  • service.
  • tangible resource.

Question 10

Question
Which of the following is an example of post purchase communication?
Answer
  • 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.

Question 11

Question
Which of the following is true of goods?
Answer
  • 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.

Question 12

Question
According to the gap model of service quality, which of the following is true of gap 1?
Answer
  • 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.

Question 13

Question
Which of the following is true of mass customization?
Answer
  • 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.

Question 14

Question
Which of the following is true of supplementary services?
Answer
  • 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.

Question 15

Question
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?
Answer
  • Information processing
  • Possession processing
  • Mental stimulus processing
  • People processing

Question 16

Question
Which of the following is true of operations-oriented pricing?
Answer
  • 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.

Question 17

Question
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:
Answer
  • variability.
  • perishability.
  • intangibility.
  • inseparability.

Question 18

Question
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.
Answer
  • asset
  • tangible product
  • service
  • tangible resource

Question 19

Question
_____ refers to the inability of services to be stored, warehoused, or inventoried.
Answer
  • Variability
  • Irreversibility
  • Heterogeneity
  • Perishability

Question 20

Question
_____, one of the components on which customers evaluate service quality, refers to the knowledge and courtesy of employees and their ability to convey trust.
Answer
  • Empathy
  • Responsiveness
  • Assurance
  • Reliability

Question 21

Question
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.
Answer
  • gap model of service quality
  • service pyramid
  • four dimensions of service quality
  • service paradigm

Question 22

Question
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 _____.
Answer
  • standardization
  • reverse engineering
  • benchmarking
  • mass customization

Question 23

Question
The _____ of a service most clearly reveals the relationship between its target market strategy and its distribution strategy.
Answer
  • tangibility
  • location
  • customization
  • separability

Question 24

Question
_____ refers to the follow-up activities that a service firm might engage in after a customer transaction.
Answer
  • Need recognition
  • Post purchase communication
  • Collective bargaining
  • Sales prospecting

Question 25

Question
_____ focuses on maximizing the surplus of income over costs.
Answer
  • Operations-oriented pricing
  • Revenue-oriented pricing
  • Patronage-oriented pricing
  • Quality-oriented pricing

Question 26

Question
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 _____.
Answer
  • operations-oriented pricing
  • revenue-oriented pricing
  • patronage-oriented pricing
  • quality-oriented pricing

Question 27

Question
When a firm develops structural bonds with its customers by offering unique value added services, it is operating at _____ of relationship marketing.
Answer
  • level 4
  • level 3
  • level 2
  • level 1
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