Multiple choice questions:
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.
responding to senior management wishes
responding to consumer wishes
reaching for incremental profits
reaching for incremental capacity
responding to sales-force demands
2. Differentiating on ________ is important for companies with complex products and becomes an especially good selling point when targeting technology novices.
delivery
ordering ease
ease of installation
customer consulting
repairability
3. 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.
empathy
zone of tolerance
zone of forgiveness
perceived forgiveness
value definition
4. Companies may wish to implement a(n) ________ to achieve more growth, to realize higher margins, or simply to position themselves as full-line manufacturers.
up-market stretch
down-market stretch
service-market stretch
consulting-model stretch
obsolescence strategy
5. Services high in ________qualities are those services that have characteristics the buyer normally finds hard to evaluate even after consumption.
equipment
search
experience
personal attention
credence
6. Top firms audit both their own and their competitors' service performance on a regular basis by collecting ________ measurements to probe customer satisfaction.
chat room
voice of the customer
e-mail solicitation
consumer activist group
none of the above
7. ________ refers to data, information systems, and advice services that the seller offers to their buyers.
Sales force relationships
Customer relationships
Internal marketing
Customer training
Customer consulting
8. Classes of services can be branded vertically on the basis of ________.
popularity and price
cost of providing the service
price and quality
price and frequency
target return on investment
9. Excellent service companies know that ________ employee attitudes will promote stronger customer loyalty.
accommodating
nonthreatening
neutral
negative
positive
10. Marketers have traditionally classified products on the basis of three characteristics: ________, tangibility, and use.
customer value hierarchy
expected
augmented
durability
none of the above
11. Sometimes companies achieve differentiation through the sheer range of its service offerings and the success of its ________ efforts.
pricing
cross-selling
advertising
sales representatives'
none of the above
12. The five product levels constitute a ________. At each level more customer value is added.
customer-augmented product
customer consumption system
customer value-hierarchy
customer-perceived value
customer hierarchy
13. In the context of holistic marketing, ________ describes the normal work of preparing, pricing, distributing, and promoting the service to customers.
internal marketing
correlated marketing
external marketing
integrated marketing
universal marketing
14. 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
unsought goods
heterogeneous shopping goods
homogeneous shopping goods
none of the above
15. Services differ as to whether they meet a personal need or a ________.
quality need
production need
business need
functional need
customer need
16. Many sellers offer either general or specific guarantees. Guarantees reduce the buyer's ________ risk.
actual
perceived
real
implied
stated
17. ________ occurs when a company lengthens its product line beyond its current range.
Market reach
Product reach
Product adaptations
Line shrinking
Line stretching
18. 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.
advertising campaigns
marketing measures
ad agencies
marketing communications
marketing strategy
19. Developing brand strategies for a service requires special attention to choosing brand elements, establishing image dimensions, and ________.
developing a marketing niche
developing an advertising campaign
devising a branding strategy
developing differentiation
none of the above
20. Service marketers frequently complain about the difficulty of ________ their services.
marketing
diffusing
differentiating
developing
designing