MKTG 4350- exam 1

All potential buyers cannot be targeted often because __________.

-Their purchase behavior is varied -their needs are varied -they are geographically spread -their consumption is varied

Which of the following is a supplementary service for a luxury hotel?

Different check in line for loyalty members of the hotel

Back-stage or invisible process becomes important to customers in which situations?

Kitchen sends wrong order at a restaurant

Which type of service innovation is the rarest?

Major service innovations

Extron Electronics makes coaxial cables for connecting computers to all types of peripheral devices like printers, modems and fax machines. For the benefit of its customers, Extron provides a laminated card with pictures of all the possible cable connections that a customer could need. With this card, a customer can order from one to any number of connectors with as many feet of cable as is needed. Orders can be placed using a toll-free number, a fax number or an e-mail address. Company reps are also available 24-hours a day in case the customer is not sure which drawing on the card matches his or her needs. Orders are shipped within 48-hours of receipt. If a customer is not completely satisfied with his or her order, Extron has a 100 percent satisfaction guaranteed return policy. Which of the following trends that has influenced the development of services marketing concepts and strategies as illustrated by Extron's focus on customer service?

Manufacturing firms are placing increased emphasis on providing services

Bright Horizons strategy included which of the following?

Marketing services to employers instead of parents.

_______ service represents the minimum tolerable expectation, the bottom level of performance acceptable to the customer.

adequate

The Internet transferring power from suppliers to customers, especially in consumer markets is an example of which force transforming the service economy?

advances in IT

An example of determinant attribute for an airline service is _______.

availability of video screens

The Virgin Group utilizes which of the following branding strategies whereby the brand name is used in offerings in unrelated fields?

branded house

Jimmy is meeting a group of friends at a fancy restaurant to celebrate a friend getting a new job. He makes a reservation through the OpenTable app. He notes that they want a booth in the corner and would like drinks on the table when they arrive at 7PM. He has prepaid for the drinks to ensure they are there. It is important that his experience at the restaurant match what he selected when making the reservation. This represents the importance of:

channel integration

_______ supply the central, problem-solving benefit that customers seek.

core products

_______ qualities are characteristics of a product consumers may find impossible to evaluate even after purchase and consumption.

credence

When segmenting the market using ________ variables such as age or generation, it is important to recognize that the use of other segmentation variables will likely provide more meaningful segments.

demographic

Understanding the pedestrian and vehicular traffic, competition in the area, availability of labor and rental cost are a few things to consider when

determining where a service facility should be located

Which of the following is an example of a special request in advance of service delivery?

dietary requirments

Susie is a wedding photographer in Auburn. Not only does she take pictures, but she treats her clients to lunch before the big day to really understand what they are looking for in terms of photos. She also guarantees the photos will be available for at least 10 years since she stores a copy of them on her own private server. The _______ supplementary services Susie offers provides additional value to her clients.

enhancing

Customer _____ are beliefs about service delivery that function as standards against which performance is judged.

expectations

Growth oriented service firms like _________ because it allows for motivated owners to provide good customer service and high-quality service operations.

franchising

What is an example of a highly regulated service market where it is difficult for international players to enter?

healthcare

To develop effective marketing strategies, marketers must understand how people make decisions about buying and using services, what the experience of service delivery and consumption is like for customers, and ____________.

how they evaluate the experience

Three flows that address what is being distributed are:

information and promotion flow, negotiation flow, and product flow

Which of the following categories of service typically involves intangible actions (e.g., banking, legal services)?

information processing

On a recent visit to The Home Depot store, a sales associate greeted Madison when she entered the store, helped her locate the items she needed to repair her gutters and suggested how she could prevent gutter problems in the future. The assistance provided by the sales associate illustrates the ______ of services.

intangibility

_______ is a key determinant of whether an offering should be classified as a product or service.

intangibility

Service providers often provide potential consumers with access to brochures, a website or informational videos. This is done by the service providers in order to:

manage perceptions of risk

The accounting firm KPMG has clients all around the world. It has recognized that customers have common needs across many countries and they want consistent service. KPMG is capitalizing on which driving force for international expansion?

market drivers

Microsoft Azure's cloud computing is able to provide a wide range of services to a relatively narrow market segment. It has capabilities to perform and deliver multiple services for those select customers that require them. This is an example of what focus strategy?

market focused

A _______ is composed of a group of buyers who share common characteristics, needs, purchasing behavior or consumption patterns.

market segment

Education is an example of a ___________ service.

mental stimulus processing

Service firms have reservations systems because

most service products cannot be inventoried.

What is an example of distribution when a customer visits the service site?

movie theatre

Amazon offers customers the opportunity to buy an item with 1-click. This is an example of

order taking

An attorney who charges a client for a missed appointment is taking into account the _____ characteristic of services.

perishability

Jimmy's car breaks down along the side of the road. This causes him to realize he needs to buy a new a car. Which of the following stimuli triggered his need arousal:

physical condition

____________ provide a visual representation of competitive positioning for multiple businesses on key attributes

positioning map

Consumers are attracted to ______ service distributors since they are often more convenient, can offer better prices and are available 24/7.

remote

The maintenance contract offered by Sears on its Kenmore refrigerators, dishwashers and microwaves is an example of a ____________.

service

Chick-fil-a and Starbucks are examples of which focus strategy?

service focused

Pret a Manger, a London-based sandwich shop, introduced restaurant-quality sandwiches with fast food speed. This would be an example of a

service improvement

Jimmy is thinking about going to a Taylor Swift concert, but is worried what his friends will think about him if he goes. This type of risk is referred to as:

social

A firm can _______ a service if its intellectual property and value-creation sources can be protected.

supplement

Johanna wants to learn self-defense and has signed up for a class at her local YMCA. She chose this particular class because her sister took it last year and told her it was a great class. While Johanna has never had a need to defend herself, everyone tells her it is a good idea to learn how. Johanna's service expectation for the class was shaped by:

word-of-mouth communication

Jamie desires a haircut that will look just as attractive when she awakens in the morning as it does when she is going out on a date. With the desired haircut, all she has to do to fix her hair is to shake her head. A haircut is adequate when it doesn't have any stray long hairs and it hides her cowlick. Jamie's recent haircut was in her _________ because while it didn't look great all the time, a quick brushing was all that was needed to fix it.

zone of tolerance