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Marketing MBA-565 Module 5 Quiz 4




Question;1.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 wishesresponding to consumer wishesreaching for incremental profitsreaching for incremental capacityresponding to sales-force demands2.Differentiating on ________ is important for companies with complex products and becomes an especially good selling point when targeting technology novices. (Points: 5) deliveryordering easeease of installationcustomer consultingrepairability3.There is a(n) ________ where consumer perceptions on a service dimension would be deemed satisfactory, anchored by the minimum level consumers would be willing to accept and the level that customers believe can and should be delivered. (Points: 5) empathyzone of tolerancezone of forgivenessperceived forgivenessvalue definition4.Companies may wish to implement a(n) ________ to achieve more growth, to realize higher margins, or simply to position themselves as full-line manufacturers. (Points: 5) up-market stretchdown-market stretchservice-market stretchconsulting-model stretchobsolescence strategy5.Services high in ________qualities are those services that have characteristics the buyer normally finds hard to evaluate even after consumption. (Points: 5) equipmentsearchexperiencepersonal attentioncredence6.Top firms audit both their own and their competitors' service performance on a regular basis by collecting ________ measurements to probe customer satisfaction. (Points: 5) chat roomvoice of the customere-mail solicitationconsumer activist groupnone of the above7.________ refers to data, information systems, and advice services that the seller offers to their buyers. (Points: 5) Sales force relationshipsCustomer relationshipsInternal marketingCustomer trainingCustomer consulting8.Classes of services can be branded vertically on the basis of ________. (Points: 5) popularity and pricecost of providing the serviceprice and qualityprice and frequencytarget return on investment9.Excellent service companies know that ________ employee attitudes will promote stronger customer loyalty. (Points: 5) accommodatingnonthreateningneutralnegativepositive10.Marketers have traditionally classified products on the basis of three characteristics: ________, tangibility, and use. (Points: 5) customer value hierarchyexpectedaugmenteddurabilitynone of the above11.Sometimes companies achieve differentiation through the sheer range of its service offerings and the success of its ________ efforts. (Points: 5) pricingcross-sellingadvertisingsales representatives'none of the above12.The five product levels constitute a ________. At each level more customer value is added. (Points: 5) customer-augmented productcustomer consumption systemcustomer value-hierarchycustomer-perceived valuecustomer hierarchy13.In the context of holistic marketing, ________ describes the normal work of preparing, pricing, distributing, and promoting the service to customers. (Points: 5) internal marketingcorrelated marketingexternal marketingintegrated marketinguniversal marketing14.Products such as insurance, cemetery plots, and smoke detectors are examples of ________ that are products that the consumer does not know about or does not normally think of buying. a.specialty goods (Points: 5) unsought goodsheterogeneous shopping goodshomogeneous shopping goodsnone of the above15.Services differ as to whether they meet a personal need or a ________. (Points: 5) quality needproduction needbusiness needfunctional needcustomer need16.Many sellers offer either general or specific guarantees. Guarantees reduce the buyer's ________ risk. (Points: 5) actualperceivedrealimpliedstated17.________ occurs when a company lengthens its product line beyond its current range. (Points: 5) Market reachProduct reachProduct adaptationsLine shrinkingLine stretching18.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 campaignsmarketing measuresad agenciesmarketing communicationsmarketing strategy19.Developing brand strategies for a service requires special attention to choosing brand elements, establishing image dimensions, and ________. (Points: 5) developing a marketing nichedeveloping an advertising campaigndevising a branding strategydeveloping differentiationnone of the above20.Service marketers frequently complain about the difficulty of ________ their services. (Points: 5) marketingdiffusingdifferentiatingdevelopingdesigning


Paper#47359 | Written in 18-Jul-2015

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