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Questions
Q:
The brochure for Spa Sydell has photographs of people enjoying the various spa amenities. By seeing the pictures of available treatments at the spa, a customer has a better idea of what she is buying. Spa Sydell uses a brochure to help customers deal with the __________ that is associated with using the service.
A. incongruity
B. inconsistency
C. inventory costs
D. inseparability
E. intangibility
Q:
Before moving out of their apartment, Kelly and Doug decided to have their carpets cleaned by Stanley Steemer, a company specializing in professional carpet cleaning. The carpet cleaners arrived on time, cleaned the carpets, and drove away in their bright yellow van; only then did the couple see that they did a good job. Kelly and Doug were unable to judge the service before they bought it, which illustrates the __________ of services.
A. inconsistency
B. inseparability
C. inventory costs
D. intangibility
E. interdependence
Q:
Sarah has a backache due to overexertion. She believes a massage would loosen her back muscles and help her feel better. She is concerned because a massage, unlike a pair of shoes, cannot be experienced or seen before she buys it. Which characteristic of services is she concerned about?
A. incongruity
B. inconsistency
C. intangibility
D. inventory costs
E. inseparability
Q:
Singapore Airlines has advertising that shows a traveler in the airline's new seats and emphasizes food and other amenities to overcome the __________ of its service.
A. incongruity
B. inconsistency
C. inventory costs
D. inseparability
E. intangibility
Q:
To help consumers assess and compare services, marketers try to make them tangible or __________.
A. temporal
B. consistent
C. adaptable
D. measurable
E. show the benefits of using the service
Q:
To help consumers assess and compare services, marketers try to make them __________ or show the benefits of using the service.
A. intangible
B. consistent
C. tangible
D. timely
E. measurable
Q:
Consumers have more difficulty evaluating services than they do products; the difficulty results from the
A. intangibility of services.
B. incongruity of services.
C. inseparability of services.
D. inflexibility of services.
E. interdependence of services.
Q:
Because services tend to be a(n) __________ rather than an object, they are much more difficult for consumers to evaluate.
A. opportunity
B. good
C. risk
D. decision
E. performance
Q:
The intangibility element of a service refers to the fact that it
A. has value that can only be determined by using subjective criteria.
B. can't be held, seen, or touched before the purchase decision.
C. requires the ability to provide the service even in times of no demand.
D. can maintain or accumulate good will with customers.
E. can be objectively evaluated.
Q:
The four I's of services consist of
A. intangibility, inconsistency, inseparability, and innovation.
B. intangibility, inventory, inflexibility, and impression.
C. intangibility, inconsistency, inseparability, and inventory.
D. intangibility, inventory, innovation, and impression.
E. intangibility, inconsistency, innovation, and impression.
Q:
There are four unique elements to services - intangibility, inconsistency, inseparability, and inventory - which are referred to as the __________.
A. service mix
B. four I's of services
C. service matrix
D. 4Ps of services
E. service continuum
Q:
What do the United States Post Service, the Connecticut Department of Social Services, and the Phoenix Fire Department have in common?
A. They are all privately owned companies.
B. None fit on the service continuum.
C. They never experience idle production capacity.
D. Capacity management is not an issue for these organizations.
E. They are all government agency service providers.
Q:
What type of organization is the U.S. Forest Service, which manages our national park system?
A. It is a privately owned firm.
B. It is a government agency service provider.
C. It is a good-dominate organization on the service continuum.
D. It is manufacturer's agency.
E. It is a regional non-profit.
Q:
Sterile Feral, Inc. is a nonprofit organization that catches wild or stray cats. It then neuters, vaccinates, and releases them back into the wild. In recent years, nonprofit organizations such as Sterile Feral have turned to marketing to help it
A. receive additional government funding.
B. expand its business to stray dogs.
C. maintain its nonprofit status.
D. to achieve its goals of better serving the communities in which it operates.
E. compete with other similar organizations.
Q:
The American Red Cross uses marketing to help achieve its goals. As a service, it can be classified as
A. a nonprofit organization.
B. equipment-based.
C. a for-profit organization.
D. a business firm.
E. a governmental agency.
Q:
Explain why NOT all products can use test markets.
Q:
Recently, many nonprofit organizations such as The American Red Cross
A. were eager to use marketing practices but were not permitted to do so since they were 501C3 organizations as classified by the IRS.
B. worried that marketing would limit their profitability as nonprofit organizations.
C. could not afford marketing activities.
D. have increased their use of marketing practices to improve communication with constituents.
E. thought that marketing activities would harm demand.
Q:
How could a firm use a test market in its new-product process?
Q:
What do an online travel agency, a limousine service, and a railroad have in common?
A. They are all strictly tangible services.
B. They are all people-based services.
C. None of them has a problem with idle production capacity.
D. They are all equipment-based services.
E. They all require skilled operators.
Q:
What is idea generation in the new-product process? From where do forward thinking marketers get their ideas?
Q:
What do a dry cleaning service, an automated carwash, and a taxi service have in common?
A. They are all tangible services.
B. They are all people-based services.
C. None of them has problems with idle production capacity.
D. They never use off-peak pricing.
E. They are all equipment-based services.
Q:
Identify and describe each stage in the new-product process in the correct order.
Q:
Which of the following is the best example of an equipment-based service?
A. lawn care
B. doctors
C. taxis
D. lawyers
E. janitorial services
Q:
Thirsty Dog! Thirsty Cat! Ad
The Thirsty Dog! & Thirsty Cat! ad above shows an example of a product that failed in the marketplace. Identify and describe the reason(s) for this unique item's marketing-related product failure.
Q:
Equipment-based services like ATMs, online brokerage firms, and automated car washes, do not have the marketing concern of
A. inconsistency.
B. intangibility.
C. inseparability.
D. inventory.
E. independence.
Q:
What are the eight marketing reasons for new-product failures?
Q:
Equipment-based services do not have the marketing concern of inconsistency because __________ have been removed from the delivery of the service.
A. risk and product liability
B. people
C. learning requirements
D. automations
E. accessories
Q:
Compare continuous, dynamically continuous, and discontinuous innovations. Provide the marketing strategy and an example of each.
Q:
Compared with people-based services, equipment-based services do not have the marketing concern of
A. intangibility.
B. insensitivity.
C. inventory.
D. inconsistency.
E. immeasurability.
Q:
Describe the different ways to define a product as new.
Q:
The categories for equipment-based services include __________.
A. hand tools, simple machines, complex machines
B. unskilled operators, skilled operators, and professional operators
C. simple machines, technical equipment, and safety equipment
D. those powered by unskilled labor, those operated by skilled operators, and those operated by professionals
E. automated, those operated by unskilled operators, and those operated by skilled operators
Q:
Characterize the difference between a product line and a product mix. Give an example of each.
Q:
What do a security guard, a plumber, and a management consultant have in common?
A. They are all tangible services.
B. They do not have problems with idle production capacity.
C. They are all equipment-based services.
D. They are all people-based services.
E. They never use off-peak pricing.
Q:
What is the difference between intangibility and inseparability of services?
Q:
Which of the following is the best example of a people-based service?
A. movie theaters
B. airlines
C. accounting
D. vending machines
E. taxis
Q:
What does it mean when we say services are intangible. How do marketers of services overcome the problems associated with intangibility?
Q:
The categories for people-based services include __________.
A. volunteers, skilled operators, and professionals
B. unskilled labor, skilled labor, and professionals
C. unskilled operators, unskilled labor, and skilled labor
D. automated, skilled operators, and unskilled labor
E. automated, skilled operators, and professionals
Q:
Services incorporate the four I's of product marketing. How would each of these four elements apply to a stock brokerage service?
Q:
Figure 9-3
Consider Figure 9-3 above. Services can be classified by their method of delivery. Box B represents
A. equipment-based services.
B. technology-based services.
C. fee-based services.
D. people-based services.
E. nonprofit services.
Q:
Describe the three ways services can be classified.
Q:
Figure 9-3
Consider Figure 9-3 above. Services can be classified by their method of delivery. Box A represents
A. government-delivered services.
B. people-delivered services.
C. fee-delivered services.
D. equipment-delivered services.
E. nonprofit-delivered services.
Q:
What categories of products are classified as business support products? Give an example of each category.
Q:
Services can be classified according to whether they are delivered by people or equipment, whether they are for profit or nonprofit organizations, and whether they are __________.
A. government agencies
B. a national organization or a global organization
C. privately owned or publicly owned
D. performed by independent contractors
E. owned by individuals or corporations
Q:
Define derived demand and provide an example NOT included in the text.
Q:
Services can be classified according to whether they are delivered by people or equipment, __________, or government agencies.
A. national or global
B. use independent contractors
C. privately owned or publicly owned
D. owned by individuals or corporations
E. for profit or nonprofit organizations
Q:
The movie The Hunger Games opened originally in a select number of theaters before opening nationwide. After its theater run, it was shown on pay-per-view channels and then on premium movie channels. The movie also was made widely available in video stores, via Netflix, and on DVD/Blue-ray. What type(s) of consumer product is this movie? Explain your answer.
Q:
Services can be classified according to whether they are __________, for-profit or nonprofit organizations, or government agencies.
A. national or global
B. use independent contractors
C. privately owned or publicly owned
D. delivered by people or equipment
E. owned by individuals or corporations
Q:
Explain what an unsought product is and give some examples.
Q:
Services can be classified by
A. their method of delivery.
B. their use of idle capacity time.
C. the nature of their ownership.
D. their location on perceptual maps.
E. organizational reach.
Q:
Explain the differences in promotion between convenience, shopping, specialty, and unsought products.
Q:
A retail chain hires a company to design and install a computer network that would allow each store in the chain to check the inventory of others in the chain for customer-requested items. The retail chain purchased which kind of business products?
A. accessory equipment
B. industrial services
C. supply materials
D. component parts
E. installations
Q:
What are the four types of consumer products? How do they differ?
Q:
Among business products, legal counsel for patent information for a firm's R&D department would most likely be classified as which type of support product?
A. ancillary services
B. contractual services
C. specialty services
D. accessory services
E. industrial services
Q:
Explain the difference between consumer products and business products. Why are some products difficult to categorize as one or the other? Give an example of a business product, a consumer product, and a product that is difficult to categorize.
Q:
When a small retail chain hires an accountant to do its income taxes, the retail chain would have purchased a(n) __________.
A. ancillary service
B. industrial service
C. specialty service
D. accessory service
E. contractual service
Q:
Briefly define what is meant by a product. Explain the characteristics that would define a product, good, service, and an idea. Give an example of each.
Q:
Among business products, which of the following would most likely be considered an industrial service?
A. tractor
B. phosphoric acid
C. photocopier maintenance
D. athletic training facility
E. syringes
Q:
The best segmentation approach is the one that
A. makes it easiest to reach the segment.
B. maximizes the opportunity for future profit and ROI.
C. recognizes different needs of buyers among different segments.
D. recognizes similarities of needs of potential buyers within a segment.
E. is simplest and least costly in assigning potential buyers to segments.
Q:
Which of the following is a criterion used in forming market segments?
A. similarity of segments to competitors' segments
B. differences between potential suppliers or distributors
C. differences of needs of buyers within a segment
D. market size of the segment
E. simplicity and cost-effectiveness of assigning potential buyers to segments
Q:
All of the following are criteria used for forming market segments EXCEPT:
A. difference of needs of buyers among segments.
B. potential for increased profit.
C. cost of reaching the segment.
D. potential of a marketing action to reach a segment.
E. simplicity and cost-effectiveness of assigning potential buyers to segments.
Q:
A marketing manager goes through several steps to put a market segmentation plan into effect. This includes being able to form market segments and then __________ without encountering excessive costs.
A. eliminate potential non-buyers
B. identify segmentation variables
C. select the market segment(s) to target
D. redirect their purchase behaviors
E. ignore any and all similarities
Q:
There are five steps involved in segmenting and targeting markets. What should a marketer do after he or she has grouped products to be sold into categories?
A. create product groupings
B. identify market needs
C. take marketing actions to reach target markets
D. develop a market-product grid and estimate size of markets
E. form prospective buyers into market segments
Q:
The fifth step in segmenting and targeting markets that link customer needs to marketing actions is to __________.
A. take marketing actions to reach target markets
B. group potential buyers into segments
C. select target markets
D. group products to be sold into categories
E. develop a market-product grid and estimate size of the overall market
Q:
The fourth step in segmenting and targeting markets that link customer needs to marketing actions is to __________.
A. group potential buyers into segments
B. select target markets
C. group products to be sold into categories
D. develop a market-product grid and estimate size of the overall market
E. take marketing actions to reach target markets
Q:
The third step in segmenting and targeting markets that link customer needs to marketing actions is to __________.
A. group potential buyers into segments
B. group products to be sold into categories
C. select target markets
D. develop a market-product grid and estimate size of markets
E. take marketing actions to reach target markets
Q:
The second step in segmenting and targeting markets that link customer needs to marketing actions is to
A. group potential buyers into segments.
B. develop a market-product grid and estimate size of the overall market.
C. select target markets.
D. take marketing actions to reach target markets.
E. group products to be sold into categories.
Q:
The first step in segmenting and targeting markets that links customer needs to marketing actions is to
A. group potential buyers into segments.
B. group products to be sold into categories.
C. develop a market-product grid and estimate size of the overall market.
D. select target markets.
E. take marketing actions to reach target markets.
Q:
The purpose of the five key steps in segmenting and targeting markets is to
A. identify competitors that provide similar products that satisfy a firm's customers' needs.
B. provide guidance to reposition a firm's products.
C. generate new products ideas for firms that are not growing in market share.
D. link market needs of customers to the organization's marketing program.
E. correlate directly to each of the five environmental forces.
Q:
You can go to your nearest Hallmark card store and buy a birthday greeting card for a friend and pay $4.50. Or, you can buy a Hallmark card from its new $0.99 line of greeting cards, made with lesser-quality materials but just as sentimental, that are sold at Barnes and Noble bookstores. This is an example of
A. mass customization.
B. organizational synergy.
C. one product and multiple market segments.
D. price discrimination.
E. a Tiffany/Walmart strategy.
Q:
The Walt Disney Company carefully markets two distinct Winnie-the-Poohs; one is the original line-drawn figure on fine china sold at Nordstrom and the other is a cartoon-like Pooh on polyester bed sheets sold at Target. This is an example of
A. mass customization.
B. a Tiffany/Walmart strategy.
C. one product and multiple market segments.
D. price discrimination.
E. psychographic market segmentation.
Q:
Which of the following is an example of a Tiffany/Walmart strategy?
A. College Football magazine selects different covers for essentially the same magazine in order to appeal to different geographic markets in the U.S.
B. A new movie used several different movie trailers; one showed the action scenes in order to attract one audience and the other showed romantic scenes to attract another audience.
C. Arm and Hammer Baking Soda can be used for baking and to remove odors from refrigerators and litter boxes.
D. Gap's Banana Republic chain sells blue jeans for $58, whereas its Old Navy stores sell a slightly different version for $22.
E. Johnson's Baby Oil is advertised as a skin softener for babies and as a makeup remover for women.
Q:
Today, marketers are increasingly emphasizing a Tiffany/Walmart strategy, which is to offer
A. a low-priced product to a high-income or high net worth segment.
B. a high-priced product to a low-income or low net worth segment.
C. different variations of the same basic offering to high-end and low-end segments.
D. a high-priced and a low-priced offering to a single market segment.
E. different offerings to high-end and low-end segments.
Q:
Cannibalization would mostly likely occur if
A. Dell adds high-end speaker systems to its line.
B. General Mills launches Caramel Crunch Cheerios.
C. General Motors markets a motorcycle similar to the Can-Am Spyder Roadster 3-wheel bike.
D. Pillsbury adds boxed sugar to its product mix.
E. Procter & Gamble adds a new line of baby clothing to its Pamper's stable of products.
Q:
Suppose marketers want to use product differentiation and market segmentation strategies. What question should they ask when considering the potential for cannibalization with these strategies?
A. "Will our new products steal customers or sales from our older ones?"
B. "Will the products compete head-to-head with those of a competitor?"
C. "Can this action successfully draw customers away from competitors?"
D. "Are there enough similarities within the market segment to warrant such high costs?"
E. "Will this action eliminate the need for individualized advertising and promotion?"
Q:
When Ann Taylor, a well-known retailer of sophisticated women's clothing, started losing sales to its own LOFT outlets that feature moderately priced casual clothes, Ann Taylor was dealing with the marketing phenomenon known as __________.
A. amortization
B. guerrilla marketing
C. shrinkage
D. marketing Darwinism
E. cannibalization
Q:
When a new product or a new retail chain steals customers and sales from older existing ones of an organization, it is referred to as
A. cannibalization.
B. amortization.
C. product appropriation.
D. product pilfering.
E. marketing Darwinism.
Q:
All of the following are examples of increased customer value from organizational synergy EXCEPT:
A. lower prices
B. increased brand awareness
C. more products
D. improved distribution
E. improved quality of existing products
Q:
The ultimate criterion for an organization's marketing success is that __________ as a result of increased synergies.
A. costs decrease
B. market share increases
C. product deficiencies decrease
D. customers should be better off
E. new products flourish
Q:
The increased customer value achieved through performing organizational functions like marketing or manufacturing more efficiently is referred to as __________.
A. aggregation
B. organizational synergy
C. segmentation
D. amalgamation
E. valuation
Q:
Organizational synergy is the increased customer value achieved through
A. performing organizational functions more efficiently.
B. more discounts or larger rebates at the point of sale.
C. involvement of the ultimate consumer in product design.
D. an increase in the knowledge of competitors.
E. shared ownership of the organization through publicly traded stock.