Question 1

Stone Restaurant,a five-star restaurant,changes its centerpiece such as candles,vases every day.The waiters also creatively fold the napkins and place them on the tables at the end of each course.In this scenario,which of the following promotion strategies is adopted by Stone Restaurant?

Accepted Answer

A)  ​Using personal information sources
B)  Stressing tangible cues
C)  Engaging in postpurchase communication
D)  ​Using celebrity endorsementE) A) and B)
F) A) and C)

Question 2

A(n) _____ is a characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience.

Accepted Answer

A)  ​search quality
B)  experience quality
C)  heterogeneous quality
D)  ​credence qualityE) B) and D)
F) B) and C)

Question 3

Which of the following statements is true of mass customization?

Accepted Answer

A)  ​It focuses on customizing rather than standardizing products.
B)  It cannot cater to the needs of different customer groups.
C)  It uses technology to customize the products of a firm.
D)  ​It does not respond to individual customers' needs.E) All of the above
F) A) and B)

Question 4

In the context of evaluating service quality,_____ refers to the knowledge and courtesy of employees and their ability to convey trust.

Accepted Answer

A)  ​heterogeneity
B)  responsiveness
C)  assurance
D)  ​tangibilityE) B) and C)
F) A) and B)

Question 5

Which of the following is a difference between profit organizations and nonprofit organizations?

Accepted Answer

A)  ​Profit organizations focus on profit and sales maximization, while nonprofit organizations seek to redistribute income.
B)  Profit organizations use public service advertisements for promotion, while nonprofit organizations use commercial advertisements for promotion.
C)  Profit organizations market complex behaviors or ideas, while nonprofit organizations market tangible goods.
D)  ​Profit organizations adopt undifferentiated segmentation strategies, while nonprofit organizations adopt differentiated segmentation strategies.E) C) and D)
F) A) and B) A

Question 6

Wildside Inc.,a company providing various wildlife tours,gives equal importance to customers and employees.The managers at Wildside Inc.ensure that the employees of the company are satisfied with their jobs.They believe that employees should be kept happy as they are brand ambassadors.This scenario is an example of _____.

Accepted Answer

A)  ​external marketing
B)  shopper marketing
C)  nonprofit marketing
D)  ​internal marketingE) B) and D)
F) C) and D)

Question 7

At the _____ of relationship marketing,the firm uses pricing incentives to encourage customers to continue doing business with it.

Accepted Answer

A)  ​financial level
B)  customization level
C)  structural level
D)  ​social levelE) A) and B)
F) A) and C)

Question 8

Patronage-oriented pricing tries to maximize the number of customers using a service.

Accepted Answer

A) True 
 B)False  True

Question 9

The North Star Hotel,a luxury hotel,encourages its employees to develop strong,personal relationships with guests.It offers customized toiletries to its customers based on their preferences.It also has an entire floor dedicated to suites that have air purification systems.These value-added services make The North Star Hotel unique as these services are not available at other hotels.In this scenario,The North Star Hotel is at the _____ of relationship marketing.

Accepted Answer

A)  ​financial level
B)  social level
C)  customization level
D)  ​structural levelE) A) and B)
F) A) and C)

Question 10

According to the gap model of service quality,the gap between what management thinks customers want and the quality specifications that management develops to provide the service results from:

Accepted Answer

A)  ​the inability of management and employees to do what should be done.
B)  a lack of understanding or a misrepresentation of the customers' needs, wants, or desires.
C)  misleading or deceptive advertising campaigns that promise more than what the firm can deliver.
D)  ​the inability of management to translate customers' needs into delivery systems within the firm.E) B) and C)
F) All of the above

Question 11

A _____ is an announcement that promotes a program of a federal,state,or local government or of a nonprofit organization.

Accepted Answer

A)  ​public service advertisement
B)  commercial advertisement
C)  retail advertisement
D)  ​surrogate advertisementE) B) and C)
F) A) and C)

Question 12

In the context of evaluating service quality,_____ refers to the ability to provide prompt service.

Accepted Answer

A)  ​responsiveness
B)  empathy
C)  tangibility
D)  ​assuranceE) B) and C)
F) C) and D)

Question 13

What are the three product-related distinctions between profit and nonprofit organizations?

Accepted Answer

Answers will vary.There are three produc...

Question 14

An online money transfer company that allows consumers to send money directly to bank accounts in several countries around the world is an example of a service firm.

Accepted Answer

A) True 
 B)False

Question 15

The intensity of distribution should exceed the target market's needs and preferences.

Accepted Answer

A) True 
 B)False

Question 16

Social level relationship marketing is more effective than financial level of relationship marketing.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following strategies will help service organizations overcome perishability of services?

Accepted Answer

A)  ​Increasing the credence qualities of services
B)  Providing training for employees
C)  Improving standardization of services
D)  ​Finding ways to synchronize supply and demandE) A) and C)
F) A) and D)

Question 18

Which of the following is an example of a promotion strategy that uses postpurchase communication?

Accepted Answer

A)  ​An airline hiring an actor to act in a series of commercials endorsing the airline's services
B)  An insurance company using an umbrella as its logo to convey that its customers are well-protected
C)  A chartered accountant firm offering a 20 percent discount to all customers who avail its services in January
D)  ​A hotel sending an email survey to its guests asking them to rate the quality of service they receivedE) All of the above
F) A) and B)

Question 19

Describe the four promotion strategies that marketers use to promote services.

Accepted Answer

Answers will vary.Consumers and business...

Question 20

_____ is defined as the variability of inputs and outputs of services,which makes services less standardized and uniform than goods.

Accepted Answer

A)  ​Heterogeneity
B)  Inseparability
C)  Perishability
D)  ​IntangibilityE) A) and B)
F) None of the above A

Exam 12: Services and Nonprofit Organization Marketing

Stone Restaurant,a five-star restaurant,changes its centerpiece such as candles,vases every day.The waiters also creatively fold the napkins and place them on the tables at the end of each course.In this scenario,which of the following promotion strategies is adopted by Stone Restaurant?

Correct Answer
verified

A(n) _____ is a characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience.

Correct Answer
verified

Which of the following statements is true of mass customization?

Correct Answer
verified

In the context of evaluating service quality,_____ refers to the knowledge and courtesy of employees and their ability to convey trust.

Correct Answer
verified

Which of the following is a difference between profit organizations and nonprofit organizations?

Correct Answer
verified
A

Correct Answer
verified

At the _____ of relationship marketing,the firm uses pricing incentives to encourage customers to continue doing business with it.

Correct Answer
verified

Patronage-oriented pricing tries to maximize the number of customers using a service.

Correct Answer
verified
True

Correct Answer
verified

According to the gap model of service quality,the gap between what management thinks customers want and the quality specifications that management develops to provide the service results from:

Correct Answer
verified

A _____ is an announcement that promotes a program of a federal,state,or local government or of a nonprofit organization.

Correct Answer
verified

In the context of evaluating service quality,_____ refers to the ability to provide prompt service.

Correct Answer
verified

What are the three product-related distinctions between profit and nonprofit organizations?

Correct Answer
verified
Answers will vary.There are three produc...
View Answer

An online money transfer company that allows consumers to send money directly to bank accounts in several countries around the world is an example of a service firm.

Correct Answer
verified

The intensity of distribution should exceed the target market's needs and preferences.

Correct Answer
verified

Social level relationship marketing is more effective than financial level of relationship marketing.

Correct Answer
verified

Which of the following strategies will help service organizations overcome perishability of services?

Correct Answer
verified

Which of the following is an example of a promotion strategy that uses postpurchase communication?

Correct Answer
verified

Describe the four promotion strategies that marketers use to promote services.

Correct Answer
verified
Answers will vary.Consumers and business...
View Answer

_____ is defined as the variability of inputs and outputs of services,which makes services less standardized and uniform than goods.

Correct Answer
verified
A

Exam 12: Services and Nonprofit Organization Marketing

Stone Restaurant,a five-star restaurant,changes its centerpiece such as candles,vases every day.The waiters also creatively fold the napkins and place them on the tables at the end of each course.In this scenario,which of the following promotion strategies is adopted by Stone Restaurant?

Correct AnswerverifiedShow Answer

A(n) _____ is a characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience.

Correct AnswerverifiedShow Answer

Which of the following statements is true of mass customization?

Correct AnswerverifiedShow Answer

In the context of evaluating service quality,_____ refers to the knowledge and courtesy of employees and their ability to convey trust.

Correct AnswerverifiedShow Answer

Which of the following is a difference between profit organizations and nonprofit organizations?

Correct AnswerverifiedA

Correct AnswerverifiedShow Answer

At the _____ of relationship marketing,the firm uses pricing incentives to encourage customers to continue doing business with it.

Correct AnswerverifiedShow Answer

Patronage-oriented pricing tries to maximize the number of customers using a service.

Correct AnswerverifiedTrue

Correct AnswerverifiedShow Answer

According to the gap model of service quality,the gap between what management thinks customers want and the quality specifications that management develops to provide the service results from:

Correct AnswerverifiedShow Answer

A _____ is an announcement that promotes a program of a federal,state,or local government or of a nonprofit organization.

Correct AnswerverifiedShow Answer

In the context of evaluating service quality,_____ refers to the ability to provide prompt service.

Correct AnswerverifiedShow Answer

What are the three product-related distinctions between profit and nonprofit organizations?

Correct AnswerverifiedAnswers will vary.There are three produc...View AnswerShow Answer

An online money transfer company that allows consumers to send money directly to bank accounts in several countries around the world is an example of a service firm.

Correct AnswerverifiedShow Answer

The intensity of distribution should exceed the target market's needs and preferences.

Correct AnswerverifiedShow Answer

Social level relationship marketing is more effective than financial level of relationship marketing.

Correct AnswerverifiedShow Answer

Which of the following strategies will help service organizations overcome perishability of services?

Correct AnswerverifiedShow Answer

Which of the following is an example of a promotion strategy that uses postpurchase communication?

Correct AnswerverifiedShow Answer

Describe the four promotion strategies that marketers use to promote services.

Correct AnswerverifiedAnswers will vary.Consumers and business...View AnswerShow Answer

_____ is defined as the variability of inputs and outputs of services,which makes services less standardized and uniform than goods.

Correct AnswerverifiedA

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
A

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
True

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Answers will vary.There are three produc...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Answers will vary.Consumers and business...
View Answer

Correct Answer
verified
A