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