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Test #3 Chapter 12

Frage 1 von 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?

Wähle eine der folgenden:

  • Engaging in post purchase communication

  • Creating a strong organizational image

  • Using personal information sources

  • Adopting standardization

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Frage 2 von 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:

Wähle eine der folgenden:

  • green marketing.

  • social marketing.

  • nonprofit marketing.

  • internal marketing.

Erklärung

Frage 3 von 27

1

Marketing services is more challenging than marketing goods because:

Wähle eine der folgenden:

  • 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.

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Frage 4 von 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?

Wähle eine der folgenden:

  • Level 1

  • Level 2

  • Level 3

  • Level 4

Erklärung

Frage 5 von 27

1

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

Wähle eine der folgenden:

  • 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.

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Frage 6 von 27

1

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

Wähle eine der folgenden:

  • 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.

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Frage 7 von 27

1

A bundled price is preferable when:

Wähle eine der folgenden:

  • 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.

Erklärung

Frage 8 von 27

1

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

Wähle eine der folgenden:

  • High tax rates

  • Difficulty in determining costs

  • High economies of scale

  • Difficulty in communicating to consumers

Erklärung

Frage 9 von 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:

Wähle eine der folgenden:

  • good.

  • tangible product.

  • service.

  • tangible resource.

Erklärung

Frage 10 von 27

1

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

Wähle eine der folgenden:

  • 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.

Erklärung

Frage 11 von 27

1

Which of the following is true of goods?

Wähle eine der folgenden:

  • 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.

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Frage 12 von 27

1

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

Wähle eine der folgenden:

  • 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.

Erklärung

Frage 13 von 27

1

Which of the following is true of mass customization?

Wähle eine der folgenden:

  • 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.

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Frage 14 von 27

1

Which of the following is true of supplementary services?

Wähle eine der folgenden:

  • 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.

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Frage 15 von 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?

Wähle eine der folgenden:

  • Information processing

  • Possession processing

  • Mental stimulus processing

  • People processing

Erklärung

Frage 16 von 27

1

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

Wähle eine der folgenden:

  • 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.

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Frage 17 von 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:

Wähle eine der folgenden:

  • variability.

  • perishability.

  • intangibility.

  • inseparability.

Erklärung

Frage 18 von 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.

Wähle eine der folgenden:

  • asset

  • tangible product

  • service

  • tangible resource

Erklärung

Frage 19 von 27

1

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

Wähle eine der folgenden:

  • Variability

  • Irreversibility

  • Heterogeneity

  • Perishability

Erklärung

Frage 20 von 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.

Wähle eine der folgenden:

  • Empathy

  • Responsiveness

  • Assurance

  • Reliability

Erklärung

Frage 21 von 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.

Wähle eine der folgenden:

  • gap model of service quality

  • service pyramid

  • four dimensions of service quality

  • service paradigm

Erklärung

Frage 22 von 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 _____.

Wähle eine der folgenden:

  • standardization

  • reverse engineering

  • benchmarking

  • mass customization

Erklärung

Frage 23 von 27

1

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

Wähle eine der folgenden:

  • tangibility

  • location

  • customization

  • separability

Erklärung

Frage 24 von 27

1

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

Wähle eine der folgenden:

  • Need recognition

  • Post purchase communication

  • Collective bargaining

  • Sales prospecting

Erklärung

Frage 25 von 27

1

_____ focuses on maximizing the surplus of income over costs.

Wähle eine der folgenden:

  • Operations-oriented pricing

  • Revenue-oriented pricing

  • Patronage-oriented pricing

  • Quality-oriented pricing

Erklärung

Frage 26 von 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 _____.

Wähle eine der folgenden:

  • operations-oriented pricing

  • revenue-oriented pricing

  • patronage-oriented pricing

  • quality-oriented pricing

Erklärung

Frage 27 von 27

1

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

Wähle eine der folgenden:

  • level 4

  • level 3

  • level 2

  • level 1

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