Question 1

Which of the following services falls closest to the middle of the tangibility continuum?

Accepted Answer

A)  College education 
B)  Dinner at the Olive Garden 
C)  A new Ford Escape 
D)  A custom built yacht 
E)  A trip to Brazil 
A)  College education 
B)  Dinner at the Olive Garden 
C)  A new Ford Escape 
D)  A custom built yacht 
E)  A trip to Brazil

Question 2

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

Accepted Answer

A)  service-dominant products; good-dominant products 
B)  pure products; pure services 
C)  rational products; irrational products 
D)  mostly service goods; mostly product goods 
E)  easy to see; not easy to see 
A)  service-dominant products; good-dominant products 
B)  pure products; pure services 
C)  rational products; irrational products 
D)  mostly service goods; mostly product goods 
E)  easy to see; not easy to see

Question 3

Why do brands require repositioning? What are the ways in which repositioning can be accomplished?

Accepted Answer

When introducing a new product into a pr

Question 4

Flo, the spokesperson in Progressive Insurance TV commercials, is used to symbolize friendliness, reliability, and knowledge of the company's products. The part Flo plays in the promotion is designed to address the ____ characteristic of services

Accepted Answer

A)  intangibility 
B)  perishability 
C)  heterogeneity 
D)  inseparability 
E)  customer service 
A)  intangibility 
B)  perishability 
C)  heterogeneity 
D)  inseparability 
E)  customer service

Question 5

Service providers offering discounts to current customers who refer new customers to them are using existing customers as a part of their service promotion strategies.

Accepted Answer

A) True 
 B)False

Question 6

Changes that affect the sensory appeal of a product by altering its taste, texture, sound, smell, or visual characteristics are called ____ modifications.

Accepted Answer

A)  aesthetic 
B)  functional 
C)  operational 
D)  quality 
E)  feature 
A)  aesthetic 
B)  functional 
C)  operational 
D)  quality 
E)  feature

Question 7

As Justin works on the prototype of a new action-oriented computer game, he is engaging in which phase of the new-product development process?

Accepted Answer

A)  Idea generation 
B)  Commercialization 
C)  Test marketing 
D)  Screening 
E)  Product development 
A)  Idea generation 
B)  Commercialization 
C)  Test marketing 
D)  Screening 
E)  Product development

Question 8

Which of the following is a disadvantage of gradually introducing a product to market?

Accepted Answer

A)  It reduces the risk of introducing a new product. 
B)  It is easier logistically to introduce it all at once. 
C)  It is difficult to slow down production enough for a gradual introduction. 
D)  It allows competitors to monitor the results of the new product. 
E)  It prevents product differentiation based on geographical differences. 
A)  It reduces the risk of introducing a new product. 
B)  It is easier logistically to introduce it all at once. 
C)  It is difficult to slow down production enough for a gradual introduction. 
D)  It allows competitors to monitor the results of the new product. 
E)  It prevents product differentiation based on geographical differences.

Question 9

Line extensions are less common than other new products because line extensions are more expensive and more risky.

Accepted Answer

A) True 
 B)False

Question 10

Compared to goods marketers, services providers are more likely to promote performance documentation, availability, guarantees, and

Accepted Answer

A)  distribution. 
B)  tangible elements. 
C)  management expectations. 
D)  price. 
E)  customer expectations. 
A)  distribution. 
B)  tangible elements. 
C)  management expectations. 
D)  price. 
E)  customer expectations.

Question 11

In what ways do perishability and intangibility affect the pricing of services?

Accepted Answer

Services should be priced with consumer

Question 12

Your company has a product that is struggling in its market. However, the product appears to have some strength left that can be exploited. Which of the following product deletion actions would be most appropriate for the product?

Accepted Answer

A)  Increase the price and implement a run-out strategy. 
B)  Immediately drop the product. 
C)  Increase the marketing for the product and gradually phase it out. 
D)  Reduce the price and implement a run-out strategy. 
E)  Increase the marketing expenditures on the product and implement a run-out strategy 
A)  Increase the price and implement a run-out strategy. 
B)  Immediately drop the product. 
C)  Increase the marketing for the product and gradually phase it out. 
D)  Reduce the price and implement a run-out strategy. 
E)  Increase the marketing expenditures on the product and implement a run-out strategy

Question 13

High-contact services are very expensive to deliver because they are equipment-intensive.

Accepted Answer

A) True 
 B)False

Question 14

All services suffer from heterogeneity. Explain this problem, and discuss different ways that heterogeneity can occur in service delivery.

Accepted Answer

Services delivered by people are suscept

Question 15

A suggested approach to deleting products, in which each product is evaluated periodically to determine its impact on the overall effectiveness of the firm's product mix, is called a(n)

Accepted Answer

A)  evaluation study. 
B)  formal evaluation. 
C)  product inspection. 
D)  systematic review. 
E)  reassessment examination. 
A)  evaluation study. 
B)  formal evaluation. 
C)  product inspection. 
D)  systematic review. 
E)  reassessment examination.

Question 16

Both production and consumption of services occur at the same time.

Accepted Answer

A) True 
 B)False

Question 17

Why are line extensions more common than new products?

Accepted Answer

A)  They are higher risk and more expensive. 
B)  They are guaranteed to succeed in the marketplace. 
C)  They are less expensive and lower-risk. 
D)  They require no market research. 
E)  Modifications to existing products are very easy. 
A)  They are higher risk and more expensive. 
B)  They are guaranteed to succeed in the marketplace. 
C)  They are less expensive and lower-risk. 
D)  They require no market research. 
E)  Modifications to existing products are very easy.

Question 18

Identify and explain the dimensions of product quality.

Accepted Answer

The two dimensions of product quality ar

Question 19

The major drawback in using aesthetic modifications is that their value is determined subjectively.

Accepted Answer

A) True 
 B)False

Question 20

An advantage of heterogeneity is that services can be customized.

Accepted Answer

A) True 
 B)False

Which of the following services falls closest to the middle of the tangibility continuum?

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

Why do brands require repositioning? What are the ways in which repositioning can be accomplished?

Flo, the spokesperson in Progressive Insurance TV commercials, is used to symbolize friendliness, reliability, and knowledge of the company's products. The part Flo plays in the promotion is designed to address the ____ characteristic of services

Service providers offering discounts to current customers who refer new customers to them are using existing customers as a part of their service promotion strategies.

Changes that affect the sensory appeal of a product by altering its taste, texture, sound, smell, or visual characteristics are called ____ modifications.

As Justin works on the prototype of a new action-oriented computer game, he is engaging in which phase of the new-product development process?

Which of the following is a disadvantage of gradually introducing a product to market?

Line extensions are less common than other new products because line extensions are more expensive and more risky.

Compared to goods marketers, services providers are more likely to promote performance documentation, availability, guarantees, and

In what ways do perishability and intangibility affect the pricing of services?

Your company has a product that is struggling in its market. However, the product appears to have some strength left that can be exploited. Which of the following product deletion actions would be most appropriate for the product?

High-contact services are very expensive to deliver because they are equipment-intensive.

All services suffer from heterogeneity. Explain this problem, and discuss different ways that heterogeneity can occur in service delivery.

A suggested approach to deleting products, in which each product is evaluated periodically to determine its impact on the overall effectiveness of the firm's product mix, is called a(n)

Both production and consumption of services occur at the same time.

Why are line extensions more common than new products?

Identify and explain the dimensions of product quality.

The major drawback in using aesthetic modifications is that their value is determined subjectively.

An advantage of heterogeneity is that services can be customized.

Customer-Driven Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment, Social Responsibility, and Ethics

Marketing Research and Information Systems

Target Market Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product, Branding, and Packing Concepts

Pricing Concepts and Management

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Filters

Exam 11: Developing and Managing Goods and Services

Which of the following services falls closest to the middle of the tangibility continuum?

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

Why do brands require repositioning? What are the ways in which repositioning can be accomplished?

Flo, the spokesperson in Progressive Insurance TV commercials, is used to symbolize friendliness, reliability, and knowledge of the company's products. The part Flo plays in the promotion is designed to address the ____ characteristic of services

Service providers offering discounts to current customers who refer new customers to them are using existing customers as a part of their service promotion strategies.

Changes that affect the sensory appeal of a product by altering its taste, texture, sound, smell, or visual characteristics are called ____ modifications.

As Justin works on the prototype of a new action-oriented computer game, he is engaging in which phase of the new-product development process?

Which of the following is a disadvantage of gradually introducing a product to market?

Line extensions are less common than other new products because line extensions are more expensive and more risky.

Compared to goods marketers, services providers are more likely to promote performance documentation, availability, guarantees, and

In what ways do perishability and intangibility affect the pricing of services?

Your company has a product that is struggling in its market. However, the product appears to have some strength left that can be exploited. Which of the following product deletion actions would be most appropriate for the product?

High-contact services are very expensive to deliver because they are equipment-intensive.

All services suffer from heterogeneity. Explain this problem, and discuss different ways that heterogeneity can occur in service delivery.

A suggested approach to deleting products, in which each product is evaluated periodically to determine its impact on the overall effectiveness of the firm's product mix, is called a(n)

Both production and consumption of services occur at the same time.

Why are line extensions more common than new products?

Identify and explain the dimensions of product quality.

The major drawback in using aesthetic modifications is that their value is determined subjectively.

An advantage of heterogeneity is that services can be customized.

Customer-Driven Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment, Social Responsibility, and Ethics

Marketing Research and Information Systems

Target Market Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product, Branding, and Packing Concepts

Pricing Concepts and Management

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Filters

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