14 Aug QUESTION 1 1. In the United States, toothpaste is sold in tubes and ketchup is
QUESTION 1
1. In the United States, toothpaste is sold in tubes and ketchup is sold in
plastic bottles. However, in other parts of the world, ketchup and tomato
paste are also sold in tubes. If Heinz were to introduce ketchup in tubes
in the United States, consumers might have a more difficult time recognizing
the ketchup product due to the change in the _____.
a.
Selective packaging.
b.
Category-consistent packaging.
c.
Category-specific packaging.
d.
Innovative packaging.
e.
Multiple-category packaging.
2 points
QUESTION 2
1. At one time, generic brands represented about 10 percent of all retail
grocery sales. Today they account for
a.
considerably less.
b.
about 35 percent.
c.
approximately 25 percent.
d.
up to 20 percent.
e.
about the same.
2 points
QUESTION 3
1. If the company who produces Garnier Fructis shampoo and conditioner were
to introduce Garnier Fructis dryer sheets with the same scent, this would be
called ____ branding.
a.
family
b.
licensed
c.
individual
d.
brand-extension
e.
new-product
2 points
QUESTION 4
1. All Healthy Choice products come in green boxes with the same Healthy
Choice logo. This is an example of the use of
a.
multiple packaging.
b.
family branding.
c.
category-consistent packaging.
d.
group labeling.
e.
family packaging.
2 points
QUESTION 5
1. Arm & Hammer would probably not want to use
multiple packaging for its baking soda because
a.
the product has a short shelf life.
b.
storage would be more difficult.
c.
shelf space could not be maximized.
d.
the product is used infrequently.
e.
shipping costs would increase.
2 points
QUESTION 6
1. A secondary-use package is defined as one that
a.
can be used as a promotional tool.
b.
facilitates transportation, storage, and handling
for middlemen.
c.
is recyclable and environmentally safe.
d.
promotes an overall company image.
e.
can be reused for purposes other than its initial
use.
2 points
QUESTION 7
1. The three levels of brand loyalty from strongest to weakest are
a.
recognition, preference, insistence.
b.
insistence, preference, recognition.
c.
insistence, preference, indifference.
d.
insistence, recognition, preference.
e.
preference, insistence, recognition.
2 points
QUESTION 8
1. A package of aluminum foil at Kroger supermarket has only a white
package with black letters stating aluminum foil. This product is an example
of a ____ brand.
a.
generic
b.
private distributor’s
c.
manufacturer’s
d.
no-frills
e.
no-name
2 points
QUESTION 9
1. Planters is concerned that acquiring a taste for its new product,
honey-roasted macadamia nuts, takes time. Planters should use ____ packaging
for its new product.
a.
transparent
b.
family
c.
tamper-resistant
d.
multiple
e.
unlabeled
2 points
QUESTION 10
1. Packaging that is designed to flow through the distribution channel
easily is called ____ packaging.
a.
category-consistent
b.
multiple
c.
handling-improved
d.
logistic
e.
innovative
2 points
QUESTION 11
1. Kellogg’s Rice Krispies, a ____ brand, is likely to be found next to
Crispy Rice, a ____ brand that has very similar coloring and styling for its
package.
a.
producer; house
b.
generic; store
c.
distributor; store
d.
manufacturer; private
e.
dealer; private distributor
2 points
QUESTION 12
1. A ____ brand type is considered the least protectable
under existing trademark regulations.
a.
generic
b.
descriptive
c.
fanciful
d.
suggestive
e.
symbolic
2 points
QUESTION 13
1. What is the most protectable brand type as determined by a series of
court decisions?
a.
Arbitrary
b.
Descriptive
c.
Generic
d.
Fanciful
e.
Suggestive
2 points
QUESTION 14
1. McDonald’s golden arches are a classic example of a
a.
brand name.
b.
brand symbol.
c.
brand mark.
d.
trademark.
e.
brand.
2 points
QUESTION 15
1. Many brand names have become so common that they are now generic terms
for a particular product category. Which of the following is the best example
of this?
a.
Bic
b.
Mrs. Butterworths
c.
Charmin
d.
Kleenex
e.
Crispix
2 points
QUESTION 16
1. Packaging is most important, as a strategic tool, for
a.
consumer specialty products.
b.
services.
c.
industrial products.
d.
consumer shopping products.
e.
consumer convenience products.
2 points
QUESTION 17
1. Recently Jose went to a neighborhood grocery store to pick up a few
items. When he looked for Old Spice Ultra deodorant, it was unavailable.
Although there were a number of deodorant brands available, he did not buy any
deodorant. Jose’s behavior indicates that he most likely has
what level of brand loyalty toward Old Spice Ultra deodorant?
a.
Recognition
b.
Resistance
c.
Preference
d.
Insistence
e.
No brand loyalty
2 points
QUESTION 18
1. Compared with other types of retailers, department stores compete mainly
on the basis of
customer services.
low prices.
a very deep assortment of a few specific
products.
high sales volume.
catalog sales.
2 points
QUESTION 19
1. Kevin Willis is talking with Pete Anderson about purchasing a Wendys
franchise. Pete tells Kevin that one of the major advantages of franchising for
him to consider is the
higher start-up costs.
greater freedom it provides.
individuality it offers.
higher success rate for franchises.
gross margin it provides.
2 points
QUESTION 20
1. Nora operates an upscale shop that does both pet grooming as well as
human manicures and pedicures. She is reaching a market segment with people who
place great value on their dogs and are concerned with their own appearance,
yet pressed for time. No other businesses meet the needs of these consumers.
Which strategic issue in retailing does Nora appear to have addressed?
Store image
Location
The wheel of retailing
Retail positioning
Scrambled merchandising
2 points
QUESTION 21
1. Category killers compete primarily on the basis of
enormous product selection and sales expertise.
low prices and enormous product availability.
convenient locations and customer services.
rock-bottom prices and moderate selections.
one-stop shopping and product availability.
2 points
QUESTION 22
1. A general merchandise retailer offers
a single product line that is stocked in depth.
few product lines with deep assortments of these
lines.
few choices of a large variety of product lines.
products through the Internet and catalogs only.
a variety of product lines that are stocked in
depth.
2 points
QUESTION 23
1. What is the most expensive form of retailing?
Specialty retailing
Direct marketing
Telemarketing
Direct selling
Online retailing
2 points
QUESTION 24
1. Exterior and interior characteristics such as layout, displays, color,
and lighting are all elements of a stores
services.
atmospherics.
location.
environment.
image.
2 points
QUESTION 25
1. Retailing is bestcharacterized as
large organizations that carry wide and deep
product mixes.
transactions in which the buyer intends to
consume the product through personal, family, or household use.
arrangements whereby a supplier grants a dealer
the right to sell its products.
transactions in which the purchaser intends to
use the product for resale or for business operations.
exchanges that take place only in a store or
service establishment.
2 points
QUESTION 26
1. Brianna owns and operates a gift and interior store called The
Gingerbread House. She works hard to put together beautiful arrangements and
displays throughout the store and always features a burning scented candle and
light music. She hopes these efforts will encourage her customers to buy more.
Brianna is focusing on
atmospherics.
retail positioning.
location.
scrambled merchandising.
value-pricing.
2 points
QUESTION 27
1. What is the primary distinction between superstores and hypermarkets?
Superstores offer a wider variety of products
than hypermarkets.
Superstores offer low prices while hypermarkets
have moderate to high prices.
Hypermarkets have fewer departments but deeper
product lines than superstores.
Hypermarkets are larger and have more types of
products than superstores.
These two types of retailers carry very different
types of products.
2 points
QUESTION 28
1. Victor knows that if he decides to buy a franchise, he will most
likely have to supply
management know-how and labor.
buildings and daily operations.
marketing assistance and management know-how.
a percentage of total sales and expertise.
labor and daily operations.
2 points
QUESTION 29
1. Which of the following is notan advantage of
franchising for the franchisee?
The franchisee can capitalize on the business
experience of others.
When problems arise, the franchisee can obtain
guidance and advice from the franchiser.
Franchised outlets are usually more successful
than independently owned businesses with respect to long-term survival.
The franchisee can participate in national
promotional campaigns sponsored by the franchiser.
The franchisee gives up a certain amount of
control when participating in a franchise agreement.
2 points
QUESTION 30
1. With respect to retailing, what is the party plan?
A sales representative has a party at her home to
demonstrate products to a group of friends and associates.
A party is set up that demonstrates a product and
provides free samples of the product to all in attendance.
An individual is asked to tell two friends about
a product, who are in turn each asked to tell two friends, etc. until a
sufficient number of people are reached.
A store has a special sale that resembles a
party, and those who come are asked to buy the featured products.
A consumer acts as a host and invites friends to
view merchandise in a group setting, where a salesperson demonstrates the
products.
2 points
QUESTION 31
1. A retailer engaged in direct marketing would probably select television
home shopping over online retailing to sell a new kitchen device because of
lower costs of selling.
easier financial transactions.
superior ability to demonstrate the product.
superior ability to offer the product at a lower
price.
decreased cycle time.
2 points
QUESTION 32
1. An arrangement in which a supplier grants a dealer the right to sell
products in exchange for some type of consideration is
selling products on consignment.
retailing.
wholesaling.
licensing.
franchising.
2 points
QUESTION 33
1. When off-price retailers obtain too much in-season, high-quality
merchandise, tension between them and ________ builds.
discount stores
category killers
specialty retailers
warehouse clubs
department stores
2 points
QUESTION 34
1. The three major types of nonstore retailing are
direct marketing, direct selling, and automatic
vending.
direct selling, automatic vending, and catalog
retailing.
direct marketing, direct selling, and mail-order.
automatic vending, direct selling, and
telemarketing.
telemarketing, door-to-door, and mail-order.
2 points
QUESTION 35
1. Which of the following is similar for both for-profit and nonprofit
marketing?
a.
Emphasis on profit as a motive
b.
Complexity of the typical distribution channels
c.
Concern for the entry of competitors into the
field
d.
Definition of target markets
e.
Ability to use effective marketing activities
2 points
QUESTION 36
1. The fact the services cannot be inventoried and then sold at a later
date is called
a.
inseparability.
b.
heterogeneity.
c.
perishability.
d.
intangibility.
e.
nonstorability.
2 points
QUESTION 37
1. A small private college in Tennessee paid a large sum of money to a
marketing firm to study the college’s current marketing strategy and help
develop new strategies for attracting students. The college is having a
difficult time evaluating the effectiveness of the marketing firm’s work
because this type of service has many
a.
search qualities.
b.
experience qualities.
c.
credence qualities.
d.
unknown results.
e.
undefined parameters.
2 points
QUESTION 38
1. In service marketing, the most important link to the
customer is
a.
well-trained contact employees.
b.
good word-of-mouth communication.
c.
exceptional service quality.
d.
the tangible aspects of the service.
e.
effective advertising.
2 points
QUESTION 39
1. In general, differences between goods and services are determined by the
a.
degree of labor intensiveness.
b.
degree of tangibility.
c.
degree of consumer contact.
d.
type of provider.
e.
type of target market.
2 points
QUESTION 40
1. Using appointments or reservations for scheduling delivery of services
is an attempt to address the ____ characteristic of services.
a.
heterogeneity
b.
inseparability
c.
homogeneity
d.
perishability
e.
intangibility
2 points
QUESTION 41
1. In an attempt to attract customers, service marketers often promise
great results and satisfaction to customers, but marketers should be careful
not to
a.
make the appearance of their facilities
consistent with their promises to customers.
b.
promise too much and cause customer expectations
beyond what they can deliver.
c.
deliver on these promises and risk financial
losses and the success of the company.
d.
promise less than they can actually deliver and
keep customers away.
e.
make the quality of their services too tangible
in the eyes of the customer.
2 points
QUESTION 42
1. Surveys, focus groups, and customer comment cards are all methods used
by service companies to
a.
control service intangibility.
b.
establish guidelines for employee performance.
c.
understand customer needs and expectations.
d.
manage service expectations.
e.
set service quality specifications.
2 points
QUESTION 43
1. Compared to goods marketers, services providers are more likely to
promote performance documentation, availability, guarantees, and
a.
tangible elements.
b.
price.
c.
customer expectations.
d.
management expectations.
e.
distribution.
2 points
QUESTION 44
1. Personal trainers cannot complete their work without their clients
present because of the ____ feature of services.
a.
inseparability
b.
intangibility
c.
perishability
d.
heterogeneity
e.
tangibility
2 points
QUESTION 45
1. Services have six basic characteristics: intangibility, inseparability
of production and consumption, perishability, client-based relationships,
customer contact, and
a.
labor-intensiveness.
b.
specialization.
c.
heterogeneity.
d.
orientation toward value.
e.
homogeneity.
2 points
QUESTION 46
1. Jason Robinson, a dentist, finds that he is not bringing in enough
revenue to cover his expenses. He would like to schedule more patients, but he
finds that in almost every time slot, he is seeing an existing patient. Jason’s
difficulty in expanding his practice involves the aspect of service called
a.
perishability.
b.
credence.
c.
inseparability.
d.
slotting.
e.
heterogeneity.
2 points
QUESTION 47
1. The intangibility aspect of a service means that
a.
unused capacity cannot be stockpiled or
inventoried for later use.
b.
there is a lack of perceived quality compared to
a tangible good.
c.
services are not labor-intensive.
d.
consumers may have a problem evaluating service
offerings.
e.
services are not produced at the same time they
are consumed.
2 points
QUESTION 48
1. A first class airline ticket offers a ____ service of transportation as
well as ____ services of drink and food service, special boarding rights, and
extra customer service.
a.
bundled; extra
b.
major; minor
c.
complementary; main
d.
primary; secondary
e.
core; supplementary
2 points
QUESTION 49
1. An important difference between for-profit and nonprofit marketing is
that
a.
there is no exchange in nonprofit marketing
because the nonprofit organization receives something of value but does not
give anything of value.
b.
there is no price in the marketing mix of the
nonprofit organization.
c.
marketing exists only in the for-profit
organization.
d.
the goals of the nonprofit organization differ
from the goals of the for-profit organization.
e.
a target market need not be determined in the
nonprofit marketing scheme.
2 points
QUESTION 50
1. A university’s student body would be considered its ____ public, and
parents, alumni, and trustees would be included as its ____ public.
a.
target; market
b.
general; client
c.
client; general
d.
specialized; general
e.
target; simple
QUESTION 11. In the United States, toothpaste is sold in tubes and ketchup is sold in
plastic bottles. However, in other parts of the world, ketchup and tomato
paste are also sold in tubes. If Heinz were to introduce ketchup in tubes
in the United States, consumers might have a more difficult time recognizing
the ketchup product due to the change in the _____.a.Selective packaging.b.Category-consistent packaging.c.Category-specific packaging.d.Innovative packaging.e.Multiple-category packaging.2 points QUESTION 21. At one time, generic brands represented about 10 percent of all retail
grocery sales. Today they account fora.considerably less.b.about 35 percent.c.approximately 25 percent.d.up to 20 percent.e.about the same.2 points QUESTION 31. If the company who produces Garnier Fructis shampoo and conditioner were
to introduce Garnier Fructis dryer sheets with the same scent, this would be
called ____ branding.a.familyb.licensedc.individuald.brand-extensione.new-product2 points QUESTION 41. All Healthy Choice products come in green boxes with the same Healthy
Choice logo. This is an example of the use ofa.multiple packaging.b.family branding.c.category-consistent packaging.d.group labeling.e.family packaging.2 points QUESTION 51. Arm & Hammer would probably not want to use
multiple packaging for its baking soda becausea.the product has a short shelf life.b.storage would be more difficult.c.shelf space could not be maximized.d.the product is used infrequently.e.shipping costs would increase.2 points QUESTION 61. A secondary-use package is defined as one thata.can be used as a promotional tool.b.facilitates transportation, storage, and handling
for middlemen.c.is recyclable and environmentally safe.d.promotes an overall company image.e.can be reused for purposes other than its initial
use.2 points QUESTION 71. The three levels of brand loyalty from strongest to weakest area.recognition, preference, insistence.b.insistence, preference, recognition.c.insistence, preference, indifference.d.insistence, recognition, preference.e.preference, insistence, recognition.2 points QUESTION 81. A package of aluminum foil at Kroger supermarket has only a white
package with black letters stating aluminum foil. This product is an example
of a ____ brand.a.genericb.private distributor’sc.manufacturer’sd.no-frillse.no-name2 points QUESTION 91. Planters is concerned that acquiring a taste for its new product,
honey-roasted macadamia nuts, takes time. Planters should use ____ packaging
for its new product.a.transparentb.familyc.tamper-resistantd.multiplee.unlabeled2 points QUESTION 101. Packaging that is designed to flow through the distribution channel
easily is called ____ packaging.a.category-consistentb.multiplec.handling-improvedd.logistice.innovative2 points QUESTION 111. Kellogg’s Rice Krispies, a ____ brand, is likely to be found next to
Crispy Rice, a ____ brand that has very similar coloring and styling for its
package.a.producer; houseb.generic; storec.distributor; stored.manufacturer; privatee.dealer; private distributor2 points QUESTION 121. A ____ brand type is considered the least protectable
under existing trademark regulations.a.genericb.descriptivec.fancifuld.suggestivee.symbolic2 points QUESTION 131. What is the most protectable brand type as determined by a series of
court decisions?a.Arbitraryb.Descriptivec.Genericd.Fancifule.Suggestive2 points QUESTION 141. McDonald’s golden arches are a classic example of aa.brand name.b.brand symbol.c.brand mark.d.trademark.e.brand.2 points QUESTION 151. Many brand names have become so common that they are now generic terms
for a particular product category. Which of the following is the best example
of this?a.Bicb.Mrs. Butterworthsc.Charmind.Kleenexe.Crispix2 points QUESTION 161. Packaging is most important, as a strategic tool, fora.consumer specialty products.b.services.c.industrial products.d.consumer shopping products.e.consumer convenience products.2 points QUESTION 171. Recently Jose went to a neighborhood grocery store to pick up a few
items. When he looked for Old Spice Ultra deodorant, it was unavailable.
Although there were a number of deodorant brands available, he did not buy any
deodorant. Jose’s behavior indicates that he most likely has
what level of brand loyalty toward Old Spice Ultra deodorant?a.Recognitionb.Resistancec.Preferenced.Insistencee.No brand loyalty2 points QUESTION 181. Compared with other types of retailers, department stores compete mainly
on the basis ofcustomer services.low prices.a very deep assortment of a few specific
products.high sales volume.catalog sales.2 points QUESTION 191. Kevin Willis is talking with Pete Anderson about purchasing a Wendys
franchise. Pete tells Kevin that one of the major advantages of franchising for
him to consider is thehigher start-up costs.greater freedom it provides.individuality it offers.higher success rate for franchises.gross margin it provides.2 points QUESTION 201. Nora operates an upscale shop that does both pet grooming as well as
human manicures and pedicures. She is reaching a market segment with people who
place great value on their dogs and are concerned with their own appearance,
yet pressed for time. No other businesses meet the needs of these consumers.
Which strategic issue in retailing does Nora appear to have addressed?Store imageLocationThe wheel of retailingRetail positioningScrambled merchandising2 points QUESTION 211. Category killers compete primarily on the basis ofenormous product selection and sales expertise.low prices and enormous product availability.convenient locations and customer services.rock-bottom prices and moderate selections.one-stop shopping and product availability.2 points QUESTION 221. A general merchandise retailer offersa single product line that is stocked in depth.few product lines with deep assortments of these
lines.few choices of a large variety of product lines.products through the Internet and catalogs only.a variety of product lines that are stocked in
depth.2 points QUESTION 231. What is the most expensive form of retailing?Specialty retailingDirect marketingTelemarketingDirect sellingOnline retailing2 points QUESTION 241. Exterior and interior characteristics such as layout, displays, color,
and lighting are all elements of a storesservices.atmospherics.location.environment.image.2 points QUESTION 251. Retailing is bestcharacterized aslarge organizations that carry wide and deep
product mixes.transactions in which the buyer intends to
consume the product through personal, family, or household use.arrangements whereby a supplier grants a dealer
the right to sell its products.transactions in which the purchaser intends to
use the product for resale or for business operations.exchanges that take place only in a store or
service establishment.2 points QUESTION 261. Brianna owns and operates a gift and interior store called The
Gingerbread House. She works hard to put together beautiful arrangements and
displays throughout the store and always features a burning scented candle and
light music. She hopes these efforts will encourage her customers to buy more.
Brianna is focusing onatmospherics.retail positioning.location.scrambled merchandising.value-pricing.2 points QUESTION 271. What is the primary distinction between superstores and hypermarkets?Superstores offer a wider variety of products
than hypermarkets.Superstores offer low prices while hypermarkets
have moderate to high prices.Hypermarkets have fewer departments but deeper
product lines than superstores.Hypermarkets are larger and have more types of
products than superstores.These two types of retailers carry very different
types of products.2 points QUESTION 281. Victor knows that if he decides to buy a franchise, he will most
likely have to supplymanagement know-how and labor.buildings and daily operations.marketing assistance and management know-how.a percentage of total sales and expertise.labor and daily operations.2 points QUESTION 291. Which of the following is notan advantage of
franchising for the franchisee?The franchisee can capitalize on the business
experience of others.When problems arise, the franchisee can obtain
guidance and advice from the franchiser.Franchised outlets are usually more successful
than independently owned businesses with respect to long-term survival.The franchisee can participate in national
promotional campaigns sponsored by the franchiser.The franchisee gives up a certain amount of
control when participating in a franchise agreement.2 points QUESTION 301. With respect to retailing, what is the party plan?A sales representative has a party at her home to
demonstrate products to a group of friends and associates.A party is set up that demonstrates a product and
provides free samples of the product to all in attendance.An individual is asked to tell two friends about
a product, who are in turn each asked to tell two friends, etc. until a
sufficient number of people are reached.A store has a special sale that resembles a
party, and those who come are asked to buy the featured products.A consumer acts as a host and invites friends to
view merchandise in a group setting, where a salesperson demonstrates the
products.2 points QUESTION 311. A retailer engaged in direct marketing would probably select television
home shopping over online retailing to sell a new kitchen device because oflower costs of selling.easier financial transactions.superior ability to demonstrate the product.superior ability to offer the product at a lower
price.decreased cycle time.2 points QUESTION 321. An arrangement in which a supplier grants a dealer the right to sell
products in exchange for some type of consideration isselling products on consignment.retailing.wholesaling.licensing.franchising.2 points QUESTION 331. When off-price retailers obtain too much in-season, high-quality
merchandise, tension between them and ________ builds.discount storescategory killersspecialty retailerswarehouse clubsdepartment stores2 points QUESTION 341. The three major types of nonstore retailing aredirect marketing, direct selling, and automatic
vending.direct selling, automatic vending, and catalog
retailing.direct marketing, direct selling, and mail-order.automatic vending, direct selling, and
telemarketing.telemarketing, door-to-door, and mail-order.2 points QUESTION 351. Which of the following is similar for both for-profit and nonprofit
marketing?a.Emphasis on profit as a motiveb.Complexity of the typical distribution channelsc.Concern for the entry of competitors into the
fieldd.Definition of target marketse.Ability to use effective marketing activities2 points QUESTION 361. The fact the services cannot be inventoried and then sold at a later
date is calleda.inseparability.b.heterogeneity.c.perishability.d.intangibility.e.nonstorability.2 points QUESTION 371. A small private college in Tennessee paid a large sum of money to a
marketing firm to study the college’s current marketing strategy and help
develop new strategies for attracting students. The college is having a
difficult time evaluating the effectiveness of the marketing firm’s work
because this type of service has manya.search qualities.b.experience qualities.c.credence qualities.d.unknown results.e.undefined parameters.2 points QUESTION 381. In service marketing, the most important link to the
customer isa.well-trained contact employees.b.good word-of-mouth communication.c.exceptional service quality.d.the tangible aspects of the service.e.effective advertising.2 points QUESTION 391. In general, differences between goods and services are determined by thea.degree of labor intensiveness.b.degree of tangibility.c.degree of consumer contact.d.type of provider.e.type of target market.2 points QUESTION 401. Using appointments or reservations for scheduling delivery of services
is an attempt to address the ____ characteristic of services.a.heterogeneityb.inseparabilityc.homogeneityd.perishabilitye.intangibility2 points QUESTION 411. In an attempt to attract customers, service marketers often promise
great results and satisfaction to customers, but marketers should be careful
not toa.make the appearance of their facilities
consistent with their promises to customers.b.promise too much and cause customer expectations
beyond what they can deliver.c.deliver on these promises and risk financial
losses and the success of the company.d.promise less than they can actually deliver and
keep customers away.e.make the quality of their services too tangible
in the eyes of the customer.2 points QUESTION 421. Surveys, focus groups, and customer comment cards are all methods used
by service companies toa.control service intangibility.b.establish guidelines for employee performance.c.understand customer needs and expectations.d.manage service expectations.e.set service quality specifications.2 points QUESTION 431. Compared to goods marketers, services providers are more likely to
promote performance documentation, availability, guarantees, anda.tangible elements.b.price.c.customer expectations.d.management expectations.e.distribution.2 points QUESTION 441. Personal trainers cannot complete their work without their clients
present because of the ____ feature of services.a.inseparabilityb.intangibilityc.perishabilityd.heterogeneitye.tangibility2 points QUESTION 451. Services have six basic characteristics: intangibility, inseparability
of production and consumption, perishability, client-based relationships,
customer contact, anda.labor-intensiveness.b.specialization.c.heterogeneity.d.orientation toward value.e.homogeneity.2 points QUESTION 461. Jason Robinson, a dentist, finds that he is not bringing in enough
revenue to cover his expenses. He would like to schedule more patients, but he
finds that in almost every time slot, he is seeing an existing patient. Jason’s
difficulty in expanding his practice involves the aspect of service calleda.perishability.b.credence.c.inseparability.d.slotting.e.heterogeneity.2 points QUESTION 471. The intangibility aspect of a service means thata.unused capacity cannot be stockpiled or
inventoried for later use.b.there is a lack of perceived quality compared to
a tangible good.c.services are not labor-intensive.d.consumers may have a problem evaluating service
offerings.e.services are not produced at the same time they
are consumed.2 points QUESTION 481. A first class airline ticket offers a ____ service of transportation as
well as ____ services of drink and food service, special boarding rights, and
extra customer service.a.bundled; extrab.major; minorc.complementary; maind.primary; secondarye.core; supplementary2 points QUESTION 491. An important difference between for-profit and nonprofit marketing is
thata.there is no exchange in nonprofit marketing
because the nonprofit organization receives something of value but does not
give anything of value.b.there is no price in the marketing mix of the
nonprofit organization.c.marketing exists only in the for-profit
organization.d.the goals of the nonprofit organization differ
from the goals of the for-profit organization.e.a target market need not be determined in the
nonprofit marketing scheme.2 points QUESTION 501. A university’s student body would be considered its ____ public, and
parents, alumni, and trustees would be included as its ____ public.a.target; marketb.general; clientc.client; generald.specialized; generale.target; simple
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