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MKTG Unit 3.0
| Question | Answer |
|---|---|
| Which of the following is NOT an example of a service? a. consulting b. legal advice c. customer service d. desktop publishing software | d. desktop publishing software |
| A consumer's level of satisfaction with the assistance that a sales representative provides is an example of: a. search quality b. experience quality c. credence quality | b. experience quality |
| Providing a service for the lowest price is an example of: a. search quality b. experience quality c. credence quality | a. search quality |
| The term ________ refers to the inherent variability of services and service providers. a. heterogeneity b. homogeneity c. equilibrium d. homeostasis | a. heterogeneity |
| Skilled employees who treat customers with respect and make customers feel that they can trust them exemplify: a. empathy b. assurance c. reliability d. responsiveness | b. assurance |
| The ________ strategy uses technology to deliver customized services to each consumer. a. personal marketing b. individual oriented c. mass customization d. executive service | c. mass customization |
| The ________ pricing method offers features with varying prices that depend on the market segment's ability to pay. a. revenue-oriented b. operations-oriented c. patronage-oriented | c. patronage-oriented |
| An effective way to ensure the happiness of service employees is: a. internal marketing b. external marketing c. relationshipmarketing d. viral marketing | a. internal marketing |
| Which of the following is an example of a non-profit organization? a. General Electric b. Ford Motor Company c. Amazon.com d. The University of Chicago | d. The University of Chicago |
| The term ________ refers to services in which the consumer is actually involved in the production of the service. a. intangibility b. inseparability c. incredulity d. immateriality | b. inseparability |
| The ________ of a service include(s) physical facilities, tools, and the equipment used to provide the service. a. tangibles b. perishability c. provider d. gaps | a. tangibles |
| Employees who recognize customers and learn their specific requirements are practicing: a. assurance b. responsiveness c. assurance d. empathy | d. empathy |
| In the hotel industry, the overnight rental of a bedroom constitutes the: a. core service b. supplementary service c. service process d. service mix | a. core service |
| Factors to consider in the distribution strategy of service organizations include all of the following EXCEPT: a. convenience b. customization c. number of outlets d. scheduling | b. customization |
| The ________ model helps managers identify the source of quality problems and understand how service quality can be improved. a. expectations b. perception c. transaction d. gap | d. gap |
| The ________ is the pipeline through which products, their ownership, communication, financing and payment, and risk flow to the consumer. a. marketing channel b. value chain c. innovation pipeline d. market force | a. marketing channel |
| General Motors does not have enough models of its electric hybrid Volt to fill customer orders. This situation is described by the term: a. discrepancy of assortment b. discrepancy of quantity c. temporal discrepancy d. spatial discrepancy | b. discrepancy of quantity |
| In addition to the Macintosh line of computers, Apple offers a wide range of necessary software and hardware accessories. This is an attempt to address: a. discrepancy of assortment b. discrepancy of quantity c. temporal discrepancy d. spatial discrep | a. discrepancy of assortment |
| The intermediaries that operate between manufacturers and retailers are known as: a. resellers b. agents and brokers c. merchant wholesalers | c. merchant wholesalers |
| Real estate agents are examples of ________, intermediaries that facilitate the exchange of ownership between buyers and sellers. a. resellers b. agents and brokers c. merchant wholesalers | b. agents and brokers |
| ________ functions include transportation, storage, accumulation and allocation of assets. a. Distribution b. Transactional c. Facilitating d. Logistics | d. Logistics |
| ________ functions include contacting with prospective customers and highlighting various features of products. a. Distribution b. Transactional c. Facilitating d. Logistics | b. Transactional |
| Dell is a computer manufacturer that also sells its products directly to consumers. This is an example of the ________ channel. a. direct b. agent/broker c. wholesaler | a. direct |
| Dell computers are available directly from the producer, or from retail outlets such as Best Buy. This is an example of: a. a strategic channel alliance b. dual distribution c. a wholesaler channel d. industrial distribution | b. dual distribution |
| An ice cream manufacturer decides to sell its products in all of the U.S.'s supermarket chains. This is an example of ________ distribution. a. selective b. exclusive c. intensive | c. intensive |
| Ford Motor Company decided that only one dealer in each region would be allowed to sell its supercar GT. This is an example of ________ distribution. a. selective b. exclusive c. intensive | b. exclusive |
| The loosest form of relationship among channel members is the: a. integrated relationship b. cooperative relationship c. arm's-length relationship d. exclusive relationship | c. arm's-length relationship |
| Firms that sell primarily to consumers are known as: a. merchants b. retailers c. wholesalers d. distributors | b. retailers |
| Vertical conflict within a marketing channel occurs primarily between: a. agents and brokers b. consumers and employees c. manufacturer and retailers d. competitors | c. manufacturer and retailers |
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