Q&A Hero

Q: In the seven Ps of services, the term "process" refers to A. the patented steps of service encounters that distinguish one service provider from another. B. licensed procedures that have met ISO 9000 guidelines for safety. C. the procedures, mechanisms, and flow of activities by which the service is created and delivered. D. a protocol for behaviors and activities for people-based rather than technology-based services. E. the decisions consumers' make during the purchase of services.

Q: The process of a product spreading through the population is called the __________. A. spread of innovation B. proliferation of innovation C. acceptance of innovation D. dispersal of innovation E. diffusion of innovation

Q: The actual procedures, mechanisms, and flow of activities by which a service is created and delivered is referred to as __________. A. process B. procedure C. productivity D. protocol E. plan

Q: The life cycle of a product depends on sales to __________. A. consumers B. distributors C. intermediaries D. regulators E. exporters

Q: Service firms can manage their physical environment to influence customers' perceptions through A. service delivery management. B. relationship management. C. customer experience management. D. exposure management. E. impression management.

Q: Imagine that Eveready has developed solar rechargeable batteries that cost only slightly more to produce than the rechargeable batteries currently available. These solar batteries can be recharged by sunlight up to 5 times, after which they are to be discarded. Unfortunately, the production process cannot be patented, so competitors could enter the market within a year. Which of the following is the best description of the product life cycle of this product? A. rapid growth followed by rapid decline B. long, level beginning, and rapid ascent C. moderately slow introduction, followed by modest growth, gradually leveling off D. high introductory sales, with rapid decline E. high initial sales followed by slow decline

Q: The tangibles that make up the service, such as buildings, landscaping, vehicles, furnishings, signage, brochures, and equipment, comprise which element of the seven Ps of services marketing? A. process B. place C. physical environment D. productivity E. product

Q: Some singers sing a great song that shoots to the top of the charts. The singers then go on tour and have sold-out concerts everywhere they appear. Just as quickly (particularly if they are unable to follow their first hit song with a second one), they are singing in half-filled concert halls, then smaller clubs, and eventually no one wants to hear them perform. Such "one-hit wonder" singers are best categorized as being __________ products. A. fad B. low-learning C. fashion D. generalized E. high-learning

Q: The appearance of the environment in which the service is delivered and where the firm and customer interact can influence the customer's __________ of the service. A. repeat usage B. branding C. exploitation D. life cycle E. perception

Q: Which of the following products would have a fad product life cycle curve? A. women's hosiery B. electric cars C. convection ovens D. pet rocks E. sport drinks

Q: Experts suggest that the customer experience management (CEM) process should be all of the following EXCEPT: A. consistent. B. undifferentiated. C. valuable. D. intentional. E. relevant.

Q: Which of the following products would have a fad product life cycle curve? A. women's hosiery B. car tattoos C. electric cars D. convection ovens E. sport drinks

Q: The customer experience management (CEM) process should A. allow for spontaneity and not be too rigid or planned. B. be unique to each individual customer's experience. C. stress the similarities in style, function, and form of their service relative to the top competitors in the industry. D. differentiate a service from other service offerings. E. be performed by someone outside the firm to guarantee objectivity.

Q: Which type of product has equally rapid introduction and decline stages of the product life cycle? A. high-learning products B. low-learning products C. fashion products D. generalized products E. fad products

Q: The process of managing the entire customer experience with the company is referred to as A. services marketing. B. internal marketing. C. customer experience management. D. relationship marketing. E. gap analysis.

Q: Products that experience rapid sales on introduction and then an equally rapid decline are called __________ products. A. high-learning B. low-learning C. fashion D. fad E. primary

Q: Customers will often judge the __________ of the service experience based on the performance of the people providing the service. A. price B. productivity C. process D. quality E. physical environment

Q: Products that are introduced, decline, and seem to return are characteristic of the __________ type of product life cycle. A. high-learning B. low-learning C. fashion D. fad E. generalized

Q: Many services depend on __________ for the creation and delivery of the customer service experience. A. people B. government C. process D. productivity E. physical environment

Q: Which of the following products would have a fashion product life cycle curve? A. high-top sneakers B. parabolic skis C. personal flotation devices D. razor blades E. hockey helmets

Q: Many nonprofit organizations use PSAs in their media planning. What does the acronym "PSA" stand for? A. public stakeholder agreement B. promotional service amendment C. public sustainability amendment D. promotional setting announcement E. public service announcement

Q: A __________ product is a style of the times. A. high-learning B. low-learning C. fashion D. fad E. substitute

Q: A publicity tool frequently used by nonprofit services, which uses free space or time donated by the media, is referred to as a(n) A. promotion. B. advertisement. C. press release. D. cooperative advertisement. E. public service announcement.

Q: A product life cycle that results from products that are easily imitated by competitors, whose benefits are readily understood by consumers, and for which the appropriate marketing strategy is to broaden distribution quickly is typical for __________ products. A. high-learning B. fashion C. fad D. low-learning E. generalized

Q: All of the following are benefits to be stressed during the promotion of services EXCEPT: A. low price. B. consistent quality. C. location. D. availability. E. efficiency.

Q: Which of the following products would have a low-learning product life cycle curve? A. electric cars B. Fusion razor C. interactive television D. software for learning a foreign language E. convection ovens

Q: Which of the following statements regarding the place element of services is most accurate? A. Place has little impact on the marketing of services because there are so many intermediaries from which a consumer may choose. B. The distribution site and the service provider are the intangible components of the service. C. Place is an especially important factor because of the inconsistency between the service and the service provider. D. As competition grows in service industries, the value of convenient distribution is being recognized. E. Technology is an effective way to bring services to the customer, but only if the consumer is a new user; otherwise, the disadvantages outweigh the benefits.

Q: A __________ product requires little learning by the consumer, and the benefits of the purchase are readily understood. A. high-learning B. fashion C. fad D. substitute E. low-learning

Q: Place or distribution is a major factor in developing a service marketing strategy because of the __________ of services. A. inventory B. inseparability C. inconsistency D. intangibility E. information

Q: Interactive television with video-on-demand capabilities changes how people watch television and how consumers access the Internet. This technology requires that customers become informed and adapt behaviorally. What type of product life cycle would this product have? A. generalized B. high-learning C. low-learning D. fashion E. fad

Q: A major factor in developing a service marketing strategy is __________ because of the inseparability of services from the producer. A. product B. price or distribution C. promotion D. place E. process

Q: Which of the following products would have a high-learning product life cycle curve? A. electric cars B. Fusion razors C. fleece bikinis D. women's hosiery E. vinyl dresses

Q: Commuters in New York often install radio frequency identification (RFID) devices on their cars that can be read automatically as they approach a toll booth. This saves time, improves traffic flow, and means drivers don't need to exact change. Also, New York authorities can manage traffic flow by charging different toll amounts for different times, such as charging a higher toll for morning and afternoon rush hour periods. Commuters in New York are experiencing A. price gouging. B. off-peak pricing. C. flow management pricing. D. price differentiation. E. idle production pricing.

Q: A __________ product is one for which significant customer education is required and there is an extended introductory period. A. low-learning B. fashion C. fad D. substitute E. high-learning

Q: The less-expensive matinee movie pricing offered on shows prior to 4:00 p.m. is an example of A. price lining. B. price differentiation. C. off-peak pricing. D. bait-and-switch pricing. E. idle production pricing.

Q: The shapes of the product life cycle for high-learning, low-learning, fashion, and fad products vary as does __________. A. the actual length of time a product stays in any stage of the life cycle B. the individual criteria selected to place a firm in a stage of the life cycle C. the importance of the marketing mix elements D. the importance of environmental forces E. the importance of new product innovation

Q: Charging different prices during different times of the day or during different days of the week to reflect variations in demand for a service is referred to as A. capacity pricing. B. idle production pricing. C. customer contact pricing. D. derived demand pricing. E. off-peak pricing.

Q: Figure 10-3 The product life cycle shown in D in Figure 10-3 above is an example of a __________ product. A. high-learning B. low-learning C. fashion D. fad E. generalized

Q: Many service businesses use off-peak pricing to reflect variations inA. costs of delivering service.B. supply for a service.C. profitability based on time of day or week.D. demand for a service.E. capacity.

Q: Figure 10-3 The product life cycle shown in C in Figure 10-3 above is an example of a __________ product. A. high-learning B. fashion C. low-learning D. fad E. generalized

Q: Service providers use tools such as __________, which consists of charging different prices for different times of the day or during different days of the week to reflect the variations in demand for their services. A. scale pricing B. capacity pricing C. down-time pricing D. off-peak pricing E. fraction pricing

Q: Figure 10-3 The product life cycle shown in B in Figure 10-3 above is an example of a __________ product. A. high-learning B. fashion C. low-learning D. fad E. generalized

Q: One tool available when trying to even out the variations in demand for services is __________. A. off-peak pricing B. product lay-away C. credit incentives D. container sales E. product rationing

Q: Figure 10-3 The product life cycle shown in Box A in Figure 10-3 above is an example of a __________ product. A. low-learning B. fashion C. fad D. high-learning E. generalized

Q: All of the following are true about the price element of services EXCEPT: A. price can be referred to in a variety of terms. B. price can affect consumer perceptions of the service. C. price techniques like on-peak pricing are used to manage variations in supply for the service. D. price can be used in capacity management. E. price can be used in services to imply a higher quality.

Q: All of the following are true about the length of product life cycles EXCEPT: A. the length of service life cycles is typically longer than those for products. B. there is no set time that a product takes to move through its life cycle. C. technological change shortens product life cycles as new products replace existing ones. D. the use of mass media tends to shorten product life cycles. E. consumer products have shorter life cycles than business products.

Q: Because of the intangible nature of services, consumers often perceive price as a possible indicator of the __________ of the service. A. profit or ROI B. customer value C. quality D. target market E. cost

Q: There is no set time that a product takes to move through its life cycle. But, as a rule, __________. A. services do not have a life cycle like products do B. consumer products have shorter life cycles than business products C. technological change tends to lengthen product life cycles D. business products have shorter life cycles than consumer products E. product life cycles are longer for ideas than for services

Q: Tuition, charges, fares, fees, and rates are all terms A. given to the tangible portion of the price of a service. B. that are interchangeable when identifying the price of a service. C. given to the intangible portion of the price of a service. D. given to describe the price of services. E. used in services to imply a higher quality product than the terms "cost" or "price."

Q: Generally, the average length of time it takes for a product category to move from the introduction stage to the decline stage of its product life cycle is __________. A. 18 months B. 5-10 years C. 20 years D. 30 years E. unpredictable

Q: The FedEx brand name suggests the possibility that it is government sanctioned and fast. This perception is important because of which unique characteristic of services? A. inventory costs B. inseparability C. inconsistency D. invisibility E. intangibility

Q: Which of the following is an important aspect of product life cycles? A. the shape of the sales curves. B. the rate at which consumers use word of mouth. C. environmental change. D. competitors' products. E. segmentation strategy.

Q: Which of the following statements regarding service branding is most accurate? A. New services cannot be patented. B. Because services are intangible and more difficult to describe, brand names and logos are of critical importance. C. Services must include the word "service" in all their brand names. D. Service firms without a brand reputation find it easy to introduce new services. E. All service logos and brands must designated with the "u00e2u201e " symbol.

Q: Three important aspects of product life cycles are their length, the shape of their sales curves, and the rate at which __________. A. consumers recognize differences among products B. consumers adopt products C. consumers abandon products D. competitors create competitive offerings E. environmental forces affect products

Q: The use of brand names is especially important for services because of which unique characteristic of services? A. inventory costs B. inseparability C. inconsistency D. invisibility E. intangibility

Q: A strategy of harvesting may be employed in the decline stage of a product life to __________. A. maintain primary demand for a product category B. acquire as many new customers as possible C. maintain the ability to meet ongoing customers' requests D. eliminate all production costs E. reposition the product

Q: All of the following comprise the seven Ps of services marketing EXCEPT:A. product.B. process.C. profitability.D. people.E. physical environment.

Q: When a product reaches the decline stage of the product life cycle, a firm has two choices. One choice involves product deletion, dropping it from a firm's product line. The other is called __________, which retains the product in the product line but reduces marketing costs. A. reaping B. paring down C. divesting D. milking E. harvesting

Q: While there are the 4 Ps of marketing, there are the __________ Ps of services. A. 3 B. 5 C. 6 D. 7 E. 8

Q: When a company retains a product but reduces marketing costs, it is referred to as __________. A. skimming B. harvesting C. milking D. deletion E. divesting

Q: An expanded marketing mix for services that includes the four Ps (product, price, promotion, and place or distribution) as well as people, physical environment, and process, is referred to as the __________. A. seven Ps of services marketing B. service matrix C. service continuum D. service encounters E. service mix

Q: In the late 1950s and 1960s, television westerns were extremely popular. These adventure shows had settings and costumes very unlike other shows of that time (comedy, variety, crime, etc.). Popular programs included Gunsmoke, Bonanza, Wagon Train, and The Big Valley. When ratings declined as viewers gradually stopped watching this TV genre, the networks no longer wanted to produce and televise such shows. The production companies used a(n) __________ strategy and stopped production on all television westerns when the networks stopped showing them. A. diversification B. aggregation C. divestiture D. deletion E. harvesting

Q: The time a product can be stored before it spoils is referred to as its __________. A. product life cycle B. use-by date C. spoilage index D. shelf life E. expiration date

Q: Apple introduced the iPhone and iPad with multitouch screens, as well as the Magic Trackpad, also a multitouch device. These devices require consumers to use gestures (touch, swipe, tap, etc.) to perform various functions. This could make the mouse, a device Apple invented in 1977 for its Apple II, obsolete. With the emergence of multitouch technologies, the mouse most likely is now in the __________ stage of its product life cycle. A. introduction B. decline C. maturity D. deletion E. harvesting

Q: The challenges of packaging and labeling are often global. Two of the particular types of challenges facing global manufacturers are health and safety concerns and __________. A. making packaging a very inexpensive part of the marketing strategy B. creating larger size packages to be sold at warehouse stores C. ensuring total quality management across national boundaries D. creating packaging sensitive to cultural diversity E. addressing ongoing environmental concerns

Q: Even though Liquid Paper correction fluid is in the __________ stage of its product life cycle, Sanford, its manufacturer, has not deleted it from its line because there is still a residual core of consumers who use the product. A. decline B. introduction C. growth D. maturity E. deletion

Q: The environmental challenges of packaging and labeling are often global in nature. These include all of the following EXCEPT: A. the shortage of viable landfill sites B. growth of solid waste C. the composition of packaging materials D. defective products E. recycling

Q: A strategy of dropping a product from the product line during the decline stage of the product life cycle is referred to as __________. A. trimming B. elimination C. paring down D. deletion E. harvesting

Q: To better connect with its customers, Kraft did what with its Chips Ahoy! cookies? A. gave the products a more interesting brand personality B. created additional brand extensions, such as adding chocolate dipped and mint dipped cookies C. engaged in a co-branding effort with Blue Bell ice cream D. complied with ISO 9000 total quality management guidelines due to its expansion into Asian markets E. created a patented resealable opening in the bag for easy access and to maintain freshness

Q: To handle products in the decline stage of the product life cycle, companies often use either a __________ strategy or a __________ strategy. A. divesting; harvesting B. diversification; contraction C. deletion; harvesting D. deletion; diversification E. building; divesting

Q: Four key challenges that package and label designers face include: (1) connecting with customers; (2) environmental concerns; (3) health, safety, and security issues; and (4) __________. A. social and societal issues B. competition from global markets C. cost reduction D. governmental regulations E. diminishing color, symbol, and trademark selections

Q: Your product has been suffering from steadily eroding sales. You have tried to revitalize the product's sales and profits, but after seven strategy changes, you have yet to find success. Which of the following actions would be the LEAST appropriate next step? A. delete the product from the line B. retain the product, but reduce its marketing costs C. stimulate primary demand D. stimulate selective demand E. rebrand the product

Q: Four key challenges that package and label designers face include: (1) connecting with customers; (2) environmental concerns; (3) __________; and (4) cost reduction. A. health, safety, and security issues B. competition from global markets C. patent and trademark issues D. governmental regulations E. cultural and societal issues

Q: In the late 1950s and 1960s, television westerns were extremely popular. These adventure shows had settings and costumes very unlike other shows of that time (comedy, variety, crime, etc.). Popular programs included Gunsmoke, Bonanza, Wagon Train, and The Big Valley. When ratings declined as viewers gradually stopped watching this TV genre, the networks no longer wanted to produce and televise such shows. The television western as a product category had entered the __________ stage of its product life cycle. A. deletion B. cancellation C. decline D. maturity E. harvesting

Q: Four key challenges that package and label designers face include: (1) connecting with customers; (2) __________; (3) health, safety, and security issues; and (4) cost reduction. A. governmental regulations B. environmental concerns C. competition from global markets D. patent and trademark issues E. cultural and societal issues

Q: Which of the following is an example of a product in the decline stage of the product life cycle? A. analog TVs B. smartphones C. 3D HDTVs D. soft drinks E. tablet devices

Q: Four key challenges that package and label designers face include: (1) __________; (2) environmental concerns; (3) health, safety, and security issues; and (4) cost reduction. A. governmental regulations B. cultural and societal issues C. competition from global markets D. connecting with customers E. patent and trademark issues

Q: Products tend to consume a disproportionate share of management and financial resources relative to their future worth throughout which stage of the product life cycle? A. innovation B. growth C. maturity D. decline E. harvest

Q: The Reynolds's Aluminum foil box has two side tabs that say "Press Here to Lock Roll" to keep the roll of foil in place during use. This demonstrates which elements of good packaging? A. perceptual benefits and functional benefits B. protection benefits and functional benefits C. communication benefits and perceptual benefits D. communication benefits and functional benefits E. functional benefits and protection benefits

Q: In terms of its effect on faxing, e-mail has __________. A. led to a significant number of improvements in fax machine technology to keep the product class competitive B. led to a significant decrease in fax machine sales because e-mail better suits the needs of the business community C. led to a significant increase in fax machine purchases due to distrust of e-mail spam D. a modest impact since the two technologies do not directly compete with each other E. caused most fax machine manufacturers to incorporate new Internet technology to send, receive, and print e-mails through a wireless connection to a personal computer