Test #3 Chapter 12

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?

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:

Marketing services is more challenging than marketing goods because:

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?

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

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

A bundled price is preferable when:

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

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:

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

Which of the following is true of goods?

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

Which of the following is true of mass customization?

Which of the following is true of supplementary services?

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?

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

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:

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.

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

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

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.

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 _____.

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

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

_____ focuses on maximizing the surplus of income over costs.

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 _____.

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