Quiz
MKTG 3713 Chapter 12
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Questions in this quiz (20)
1Chelsea runs a stock market consultancy firm. The firm advises its clients on where to invest and how to earn maximum profits. Given this information, Chelsea provides _____ through the consultancy firm.
- AA service
- BConcepts
- CBranding
- DProfits
2Which of the following is an example of heterogeneity of services?
- AThe packaging of the pizza that I ordered today had a very different design and was made of recyclable paper.
- BThe tire I bought at a Chicago service station came with a discount but lasted as long as another other tire.
- CThe customer service agent who contacted me last week was more helpful than the one who contacted me today.
- DThe surgical instruments that doctors use in a New York hospital are the same as those used by doctors in the Miami hospital where I was examined.
3An online store promises to deliver any order costing over $60 within 24 hours. It uses this strategy to increase the volume of customer orders and the store always delivers on that promise. This company’s track record for prompt delivery clearly implies that the company rates high on ______.
- AReliability
- BAssurance
- CResponsiveness
- DEmpathy
4The term that describes the service process that takes place when the service is directed at a customer is called ____________________.
- Ainformation processing
- Bpossession processing
- Cmental stimulus processing
- Dpeople processing
5Which strategy uses technology to deliver tailor-made services on a large scale?
- APlace strategy
- BPromotion strategy
- CThe service mix
- DMass customization
6When considering strategies to promote intangible services, which of the following engages customers in postpurchase communication?
- AAn airline hires a well-known actor to endorse its services in a series of commercials.
- BAn insurance company uses an umbrella as its logo to convey that its customers are well-protected.
- CA chartered accountant firm offers a 20 percent discount to customers who contract its services in January.
- DA hotel sends an e-mail survey to its guests asking them to rate the quality of service that they received.
7Alicia wants to buy a piece of furniture and would like to transport it using her personal vehicle. Therefore, she prefers having delivery charges bundled with the price of the furniture.
- ATrue
- BFalse
8At the _____ level of relationship marketing, a firm uses pricing incentives to encourage customers to continue doing business with it.
- Afinancial
- Bcustomization
- Cstructural
- Dsocial
9Which of the following statements is true of internal marketing?
- AInternal marketing is applicable only to the employees of goods manufacturers and not of service firms.
- BThe quality of a firm’s employees is an important part of building long-term relationships with customers.
- CCustomers are treated as potential employees as they become the delivery vehicle of the purchased products.
- DDifferent manufacturers exchange goods internally in an attempt to curb a negative competitive spirit.
10Nonprofit organizations differ from profit organizations in that nonprofit organizations
- Atarget the niches that may be most profitable.
- Bcompete with, rather than complement, the efforts of others.
- Cmust often target those who are apathetic about or strongly opposed to receiving their services.
- Dgive priority to developing those market segments that are most likely to respond to particular offerings.
11Evaluating the quality of services before making a purchase is harder than evaluating the quality of goods because, compared to goods, services tend to exhibit fewer ______ qualities.
- Aexperience
- Bsearch
- Ccredence
- Dintangible
12Which of the following strategies will help service organizations overcome the perishability of services?
- AIncrease the credence qualities of services
- BProvide training to employees
- CImprove the standard of services
- DFind ways to synchronize supply and demand
13Ambient Management, Inc. was experiencing a gap in the services it was providing. It closed the gap by ensuring that its customer-facing staff had the skills, training, and proper tools to perform their jobs. When compared with the gap model of service quality, the gap that the company addressed was between what ______.
- Acustomers wanted and what management thought customers wanted
- Bthe company provided and what the customers were told it provided
- Cmanagement thought customer wanted and the quality specifications it developed
- Dthe service quality specifications were and the service that was actually provided
14Your insurance agent provides you with a service that includes ______.
- Aboth mental stimulus processing and information processing
- Bneither mental stimulus nor information processing
- Cmental stimulus processing, but not information processing
- Dinformation processing, but not mental stimulus processing
15Which of the following statements correctly compares tangibles and intangibles?
- AConsumers and business users have more trouble evaluating services than goods and thus marketers have more trouble promoting intangible services than tangible goods.
- BConsumers and business users have more trouble evaluating services than goods; however, marketers have less trouble promoting intangible services than tangible goods.
- CConsumers and business users have less trouble evaluating services than goods; however, marketers have more trouble promoting intangible services than tangible goods.
- DConsumers and business users have less trouble evaluating services than goods and thus marketers have less trouble promoting intangible services than tangible goods.
16In the business of running movie theaters, it was proposed that the tickets be priced significantly higher than usual for each of the opening weekends of the year’s summer blockbusters. This kind of pricing is ______.
- Apatronage-oriented, not revenue oriented
- Boperations-oriented, not patronage-oriented
- Cboth revenue-oriented and patronage-oriented
- Dboth operations-oriented and patronage-oriented
17Because services are intangible, many service firms have to use direct distribution or franchising.
- ATrue
- BFalse
18When comparing the various kinds of relationship marketing, we can say that ______.
- Athe social level is more developed than the structural level
- Bthe financial level is more developed than the social level
- Cthe customization level is more developed than the social level
- Dthe financial level is more developed than the customization level
19Which of the following statements is true of the marketing strategies of nonprofit organizations?
- AThey can measure their success or failure in strictly financial terms
- BThey seek to make a profit for redistribution to owners or shareholders
- CThe presence of a financial "bottom line" makes it easy for nonprofit managers to make decisions
- DTheir focus is often on generating enough funds to cover expenses
20Which of the following describes a for-profit rather than a nonprofit?
- APrioritize market segments most likely to respond to their offerings
- BTarget those who are apathetic about receiving their services
- CComplement, rather than compete with, the efforts of others
- DAdopt undifferentiated strategies by default
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- Marketing Quiz on MKTG 3713 Chapter 12, created by Kayla Harbaugh on 04/03/2020.
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- Kayla Harbaugh
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- English
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