MARKETING BUS 4006 Comprehensive Questions and Answers Graded A+

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MARKETING BUS 4006 Comprehensive Questions and Answers Graded A+ Many new jobs in service industries are positions requiring educational qualifications. a. senior; poor b. well-paid; p... oor c. low-paid; good d. low-paid; poor e. well-paid; good Which of the following is NOT one of the four basic focus strategies? a. Fully focused b. Market focused c. Unfocused d. Refocused e. Service focused Which of the following is a recommended guideline for developing service communications? a. tangibilize the intangibles b. set a lower price c. make the service more abstract d. reward loyal customers with some incentives e. promise what is not possible The characteristic of the service makes it difficult to standardize the quality of a service performance. a. heterogeneity b. homogeneity c. intangibility d. inseparability e. perishability Frontline employees are an important driver of customer loyalty because of which of the of the reasons? I. They help to anticipate customer needs. II. They assist in customizing service delivery. III. They help to build personalized relationships with customers. a. II and III only. b. I and III only. c. None of the above d. I and II only. e. All of the above involve the use of new processes to deliver existing products with additional benefits. a. Process line extensions b. Major process innovations c. Style changes d. Product line extensions e. Major service innovations In servuction system, is where inputs are processed and service elements are created. a. inanimate environment b. theater c. service delivery system d. contact point e. technical core Which of the following is one of the factors affecting place of service delivery? I. rental cost II. service process III. access to labour a. None of the above b. I and II only c. All of the above d. II and III only e. I and III only Which of the following is NOT one of the approaches of new service development? a. Continuous innovations b. Major process innovations c. Supplementary service innovations d. Style changes e. Major service innovations is defined as the sum of all the perceived benefits minus the sum of all the perceived costs of service. a. Moderate value b. Gross value c. Consumer demand d. Net value e. Consumer surplus conflict is a conflict between what jobs require and employee’s own personality and beliefs. a. Organization vs. client b. Person vs. role c. Client vs. client d. Organizational conflict e. Inter-departmental conflict Which of the following statements is false? a. Services cannot be touched or seen in the same manner as goods. b. Services are sold first and then produced and consumed simultaneously. c. Services tend to vary from one transaction to the next. d. Consumer judgments about services tend to be more subjective than objective. e. Services are first produced, then sold, then consumed. Services involve a form of through which customers can obtain . a. contract; money b. rental; benefits c. exchange; benefits d. performance; compensation e. benefit; money Price elasticity is computed as . a. percentage change in price / percentage change in supply b. percentage change in price / percentage change in demand c. percentage change in demand / percentage change in price d. percentage change in supply / percentage change in price e. percentage change in demand / percentage change in supply The number of seats reserved for each class of Singapore Airlines passengers on a flight is referred to as a . a. gamble b. bucket c. row d. field e. column Service employees should be trained in all these areas except . a. interpersonal skills b. organizational revenue c. service knowledge d. product knowledge e. organizational culture Service concept design must address the following issues except: a. customer’s role b. scheduling c. service level d. nature of process e. employee training The two considerations used to categorize service are and . a. people versus intangible; tangible versus possession b. people versus possession; tangible versus intangible c. place versus time; people versus ideas d. place versus people; time versus money e. promotion versus place; price versus product represents the simplest type of innovation, typically involving no change in the service process. a. Product line extensions b. Major service innovations c. Style changes d. Process line extensions e. Major process innovations The service operations system of the servuction system does not include . a. equipment b. other customers c. technical core d. physical facilities e. service personnel Which of the following is NOT one of the links in the service-profit chain, linking service firm profits with employee and customer satisfaction? a. evidence management b. internal service quality c. satisfied and loyal customers d. satisfied and productive service employees e. healthy service profits and growth The three stages in the consumer decision making process are , , and . a. pre-purchase stage, awareness stage, purchase stage b. pre-purchase stage, service encounter stage, post-purchase stage c. pre-awareness stage, pre-purchase, purchase stage d. pre-purchase stage, awareness stage, post-purchase stage e. service encounter stage, pre-purchase stage, post-purchase stage The pre-purchase stage begins with . a. formation of expectations b. evoked set c. perceived risk d. moments of truth e. need arousal The reasons for studying services marketing include: I. Services dominate economy in most nations II. Most new jobs are generated by the service sector III. Understanding services offers personal competitive advantage a. I and II only b. All of the above c. I and III only d. II and III only e. None of the above Which of the following is NOT a type of perceived risk in purchasing and using services? a. Functional b. Financial c. Permanent d. Physical e. Social Characteristics that customers find hard to evaluate even after consumption are known as . a. search attributes b. credence attributes c. capital attributes d. satisfaction attributes e. experience attributes Which of the following is NOT one of the elements of The Service Talent Cycle? a. Use machines to replace employees b. Hire the right people c. Enable frontline employees d. A strong service coulure that emphasizes and supports the frontline e. Motivate and energize employees Which of the following is NOT an example of high contact services? a. beauty services b. e-banking c. education d. hair stylist e. health care In general, the complex the purchase decision, the trade-offs need to be made. a. more; more b. more; less c. less; zero d. less; less e. less; more Boundary-spanning personnel typically experience different sources of conflict while performing their roles. Which of the following is NOT one of the sources? a. Organization vs. client conflict b. Inter-client conflict c. Client vs. client conflict d. Channel conflict e. Person vs. role conflict 31. To reduce the perceived risk of customers, a hotel may organize food tasting to . a. act as a service guarantee b. advertise their services c. generate goodwill d. make use of evidence management e. have free trials 32. Which of the following are examples of possession processing services? I. passenger transportation II. legal III. dry cleaning IV. freight transportation a. II and IV only b. II, III and IV only c. II and III only d. III and IV only e. I and II only 33. Which of the following is an example of a physical rate fence? a. Location of reservation. b. Service level. c. Flexibility of ticket usage. d. Group membership. e. Time or duration of use. 34. All of the following are the implications for inseparability nature of services except: a. Customers affect each other. b. Employees affect the service outcome. c. Operations need to be decentralized so that service can be delivered directly to the consumer in convenient locations. d. It is difficult to synchronize demand with supply. e. Customers participate in and affect the transaction. 35. According to Flower of Service, is not a facilitating service. a. hospitality b. information c. order taking d. payment e. billing 36. Which of the following is NOT one of the principles of positioning strategy as proposed by Jack Trout? a. Position must set a firm or product from competitors. b. We must establish a position for the firm or product in the minds of target customers. c. Position should provide one simple, consistent message. d. Positioning helps to identify competitive response. e. A company cannot be al things to all people – it must focus its effort. 37. During the post-purchase stage, consumers may make satisfaction judgments that their experience. a. negatively confirm, positively confirm, disconfirm b. negatively disconfirm, positively disconfirm, positively confirm c. positively confirm, negatively confirm, negatively disconfirm d. disconfirm, positively confirm, negatively disconfirm e. positively disconfirm, confirm, negatively disconfirm 38. Desired service level is level of service quality that customer believes can and should be delivered. a. intermediate b. second c. lowest d. wished-for e. first 39. In general, services are in low in attributes and high in attributes. a. experience; search b. search; experience c. credence; experience d. search; credence e. experience; credence 40. Which of the following is NOT one of the dimensions for measuring service quality: a. Responsiveness b. Sympathy c. Reliability d. Assurance e. Tangibles [Show More]

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