14 Aug 1.To differentiate its service, a provider can add ________ to the pa

1.To differentiate its service,
a provider can add ________ to the package of services already provided.
(Points : 5)

secondary service features

primary service features

value bundling

branding

price bands of like
services

Question 2. 2.Developing brand
strategies for a service requires special attention to choosing brand
elements, establishing image dimensions, and ________. (Points : 5)

developing a marketing
niche

developing an advertising
campaign

devising a branding
strategy

developing differentiation

none of the above

Question 3. 3.In ________, the
seller offers goods both individually and in bundles and often charges
less for the “bundle” than for the individual products. (Points
: 5)

pirating pricing

captive pricing

two-part pricing

pure bundling

mixed bundling

Question 4. 4.________ are
formal statements of expected product performance by the manufacturer.
(Points : 5)

Insurance

Warranties

Guarantees

Reputation

Marketing statements

Question 5. 5.Ideal ________
would exist if users could fix the product themselves with little cost in
money or time. (Points : 5)

durability

reliability

style

design

repairability

Question 6. 6.A product line can
also be lengthened by adding more items within the present range. There
are several motives for line filling: ________, trying to satisfy dealers
who complain about lost sales because of missing items in the line,
trying to utilize excess capacity, and others. (Points : 5)

responding to senior
management wishes

responding to consumer
wishes

reaching for incremental
profits

reaching for incremental
capacity

responding to sales-force
demands

Question 7. 7.Services can be
judged on customer importance and company performance. ________ is used
to rate the various elements of the service bundle and identify what
actions are required. (Points : 5)

SERVQAL

Consumer-quality analysis

Importance-performance
analysis

Key-service indices
analysis

Reliability-service indices
analysis

Question 8. 8.Capital items are
long-lasting goods that facilitate developing or managing the finished
product. They include two groups: installations and ________. (Points :
5)

natural products

component materials

operating supplies

equipment

none of the above

Question 9. 9.Services high in
________qualities are those services that have characteristics the buyer
normally finds hard to evaluate even after consumption. (Points : 5)

equipment

search

experience

personal attention

credence

Question 10. 10.A group of
products within a product class that are closely related because they
perform a similar function, are sold to the same customer groups, are
marketed through the same outlets or channels, or fall within given price
ranges is known as a ________. (Points : 5)

product type

product class

need family

product variant

product line

Question 11. 11.Marketers have traditionally
classified products on the basis of three characteristics: ________,
tangibility, and use. (Points : 5)

customer value hierarchy

expected

augmented

durability

none of the above

Question 12. 12.Factors that lead
to customer switching behavior include all of the following EXCEPT
________. (Points : 5)

problem solving

pricing

inconvenience

ethical problems

none of the above

Question 13. 13.A company can
classify its products into four types that yield different gross margins,
depending upon sales volume and promotional costs. The four
classifications include all EXCEPT ________. (Points : 5)

core product

shopping goods

staples

specialties

convenience items

Question 14. 14.Service firms can
design ________ and information programs so that consumers learn more
about the brand than the information they get from the service encounter
alone. (Points : 5)

advertising campaigns

marketing measures

ad agencies

marketing communications

marketing strategy

Question 15. 15.It was sunny when
Jenny went to class, but by the time class was over it was raining
heavily, so Jenny stopped by the student store to buy an umbrella before
she walked back to her dorm. In this case, the umbrella is an example of
a(n) ________. (Points : 5)

impulse good

staple

homogeneous shopping good

emergency good

heterogeneous shopping good

Question 16. 16.________ refers
to data, information systems, and advice services that the seller offers
to their buyers. (Points : 5)

Sales force relationships

Customer relationships

Internal marketing

Customer training

Customer consulting

Question 17. 17.Services cannot
be seen, tasted, felt, or heard before they are bought. To reduce
uncertainty, buyers will look for evidence of quality. They will draw
inference about quality from place, people, and price they see.
Therefore, the service provider’s task is to “________.”
(Points : 5)

communicate value

manage the evidence

go full speed ahead

provide high touch, high
price

none of the above

Question 18. 18.Top service
companies are “customer obsessed.” They have a clear sense of
their target customers and their needs. Their management looks not only
at financial performance on a monthly basis, but also at ________.
(Points : 5)

service performance

tangible rewards

consumer complaints

marketing activities

none of the above

Question 19. 19.A ________ is a
tool that allows service providers to simultaneously map out the service
process, the points of customer contact, and the evidence of service from
the customer’s point of view. (Points : 5)

service guarantee

service blueprint

communication material

credence quality

tangible good

Question 20. 20.Many sellers
offer either general or specific guarantees. Guarantees reduce the
buyer’s ________ risk. (Points : 5)

actual

perceived

real

implied

stated

1.To differentiate its service,
a provider can add ________ to the package of services already provided.
(Points : 5)

secondary service features

primary service features

value bundling

branding

price bands of like
servicesQuestion 2. 2.Developing brand
strategies for a service requires special attention to choosing brand
elements, establishing image dimensions, and ________. (Points : 5)

developing a marketing
niche

developing an advertising
campaign

devising a branding
strategy

developing differentiation

none of the aboveQuestion 3. 3.In ________, the
seller offers goods both individually and in bundles and often charges
less for the “bundle” than for the individual products. (Points
: 5)

pirating pricing

captive pricing

two-part pricing

pure bundling

mixed bundlingQuestion 4. 4.________ are
formal statements of expected product performance by the manufacturer.
(Points : 5)

Insurance

Warranties

Guarantees

Reputation

Marketing statementsQuestion 5. 5.Ideal ________
would exist if users could fix the product themselves with little cost in
money or time. (Points : 5)

durability

reliability

style

design

repairabilityQuestion 6. 6.A product line can
also be lengthened by adding more items within the present range. There
are several motives for line filling: ________, trying to satisfy dealers
who complain about lost sales because of missing items in the line,
trying to utilize excess capacity, and others. (Points : 5)

responding to senior
management wishes

responding to consumer
wishes

reaching for incremental
profits

reaching for incremental
capacity

responding to sales-force
demandsQuestion 7. 7.Services can be
judged on customer importance and company performance. ________ is used
to rate the various elements of the service bundle and identify what
actions are required. (Points : 5)

SERVQAL

Consumer-quality analysis

Importance-performance
analysis

Key-service indices
analysis

Reliability-service indices
analysisQuestion 8. 8.Capital items are
long-lasting goods that facilitate developing or managing the finished
product. They include two groups: installations and ________. (Points :
5)

natural products

component materials

operating supplies

equipment

none of the aboveQuestion 9. 9.Services high in
________qualities are those services that have characteristics the buyer
normally finds hard to evaluate even after consumption. (Points : 5)

equipment

search

experience

personal attention

credenceQuestion 10. 10.A group of
products within a product class that are closely related because they
perform a similar function, are sold to the same customer groups, are
marketed through the same outlets or channels, or fall within given price
ranges is known as a ________. (Points : 5)

product type

product class

need family

product variant

product lineQuestion 11. 11.Marketers have traditionally
classified products on the basis of three characteristics: ________,
tangibility, and use. (Points : 5)

customer value hierarchy

expected

augmented

durability

none of the aboveQuestion 12. 12.Factors that lead
to customer switching behavior include all of the following EXCEPT
________. (Points : 5)

problem solving

pricing

inconvenience

ethical problems

none of the aboveQuestion 13. 13.A company can
classify its products into four types that yield different gross margins,
depending upon sales volume and promotional costs. The four
classifications include all EXCEPT ________. (Points : 5)

core product

shopping goods

staples

specialties

convenience itemsQuestion 14. 14.Service firms can
design ________ and information programs so that consumers learn more
about the brand than the information they get from the service encounter
alone. (Points : 5)

advertising campaigns

marketing measures

ad agencies

marketing communications

marketing strategyQuestion 15. 15.It was sunny when
Jenny went to class, but by the time class was over it was raining
heavily, so Jenny stopped by the student store to buy an umbrella before
she walked back to her dorm. In this case, the umbrella is an example of
a(n) ________. (Points : 5)

impulse good

staple

homogeneous shopping good

emergency good

heterogeneous shopping goodQuestion 16. 16.________ refers
to data, information systems, and advice services that the seller offers
to their buyers. (Points : 5)

Sales force relationships

Customer relationships

Internal marketing

Customer training

Customer consultingQuestion 17. 17.Services cannot
be seen, tasted, felt, or heard before they are bought. To reduce
uncertainty, buyers will look for evidence of quality. They will draw
inference about quality from place, people, and price they see.
Therefore, the service provider’s task is to “________.”
(Points : 5)

communicate value

manage the evidence

go full speed ahead

provide high touch, high
price

none of the aboveQuestion 18. 18.Top service
companies are “customer obsessed.” They have a clear sense of
their target customers and their needs. Their management looks not only
at financial performance on a monthly basis, but also at ________.
(Points : 5)

service performance

tangible rewards

consumer complaints

marketing activities

none of the aboveQuestion 19. 19.A ________ is a
tool that allows service providers to simultaneously map out the service
process, the points of customer contact, and the evidence of service from
the customer’s point of view. (Points : 5)

service guarantee

service blueprint

communication material

credence quality

tangible goodQuestion 20. 20.Many sellers
offer either general or specific guarantees. Guarantees reduce the
buyer’s ________ risk. (Points : 5)

actual

perceived

real

implied

stated

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