Marketing Test #4

With respect to retailing, what is the "party plan"?

A consumer acts as a host and invites friends to view merchandise in a group setting, where a salesperson demonstrates the products.

What are the three primary ways that marketers deliver services?

At the customer's home, in-person, or by telecommunications

Who judges service quality? Question

Customers

Hair stylists find it challenging to standardize their service because the customer must be involved in production (i.e., the haircut). This illustrates which of the following unique features of services?

Inseparability

Which retail store invests the most in atmospherics?

Neiman Marcus

Which of the following is the best example of a high-contact service? Question

Plastic surgery

Which of the following offers the widest product mixes and the deepest product lines?

Superregional shopping center

Which of the following countries was the world's first service economy?

United States

Promotion tends to

capitalize on existing needs.

Michael's, PetSmart, and Staples are all examples of

category killers.

A sharing of meaning defines

communication.

The intangibility aspect of a service means that

consumers may have a problem evaluating service offerings.

A small self-service store that is open long hours and carries a narrow product assortment in convenient locations is best described as a Question

convenience store.

In general, differences between goods and services are determined by the

degree of tangibility.

Primary demand is defined as

demand for a product category.

As discount stores improve their services and atmosphere as well as raise their prices, the distinction between discount stores and ____ is becoming blurred.

department stores

All of the following are types of direct marketing except

direct selling.

Client-based relationships are most likely to be developed by

doctors

Communication can be viewed as a circular process because Question

during feedback, the receiver can be viewed as the source of the message while the original source becomes the receiver.

Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to

encourage product trial.

When Prize Pet Grooming offers pet owners who recommend the business to a friend $10 off their next grooming bill, it is a program designed primarily to

encourage word-of-mouth communication

The receiver's response to a message is ____ for the source

feedback

Services delivered through machinery such as computer kiosks, ATMs, and vending machines can reduce the ____ that comes from increased contact with human employees.

heterogeneity

The more ____ involved with delivering a service, the greater the degree of heterogeneity.

human labor

A sign in a doctor's office waiting room says "Please be courteous of the others waiting with you." The doctor's office is trying to positively influence the ____ aspect of services.

inseparability

Symbols such as the Travelers' Financial Services umbrella are designed to help customers overcome the ____ of services. Question 12 options:

intangibility

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

integrated marketing communications.

Public relations

is paid communication that helps enhance a company's image by highlighting its philanthropic efforts.

Head nodding, winking, hand gestures, and arm motions are all forms of ____ communication.

kinesic

Anything that reduces the accuracy and clarity of communication is called

noise.

The primary function of most wholesalers is to

perform physical distribution of products from manufacturers to retailers.

Demand-based pricing most closely relates to the ____ of services.

perishability

Advertising, personal selling, sales promotion, and public relations are called

promotion mix ingredients.

Subway is conducting a contest in which customers are asked to name a new sandwich. The winner gets a free sandwich each day for one year and an appearance in one of the company's TV commercials. This contest illustrates Subway's use of the ____ elements of the promotion mix.

public relations

During the decoding process, the

receiver attempts to convert signs or symbols into concepts and ideas.

Factors such as climate, seasons, and holidays tend to lead to the promotional objective of

reducing sales fluctuations

Identifying an unserved or underserved market segment and serving it through a strategy that is distinguished in the mind of the consumer is called

retail positioning.

Walmart, Macy's, Nordstrom, and Toys 'R' Us are examples of

retailers

A consumer contest is an example of Question

sales promotion.

The continuum of tangibility goes from ____ on one end to ____ on the other end.

service-dominant products; good-dominant products

A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a

source.

Kroger, Safeway, and Publix are all considered

supermarkets.

Drop shippers

take title to but not physical possession of the goods.

Attributes which are assessed only during the consumption of a service are called

tangibles.

The process of putting one's thoughts (meaning) into signs (symbols) is called

the coding process.

The type of retail location that is commonly being preserved and revitalized in many cities is the

traditional business district.

Retailing is best characterized as

transactions in which the buyer intends to consume the product through personal, family, or household use.

A retailer is an organization that purchases products for the purpose of reselling them to Question

ultimate consumers.

Retailers that sell only to members and feature discount retailing combined with cash-and-carry wholesaling are called

warehouse clubs.

Which of the following represents a supplementary service?​

​Room service