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Saint MBA565 week 5 quiz (april 04, 2014)




Question;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


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