Question 1

Relationship marketing is particularly important for service firms because _______.

Accepted Answer

A) the lack of inventory of services affects consumer relations 
B) staff recruitment and training is less important 
C) there is often direct contact between the service provider and the consumer 
D) all of the above 
A) the lack of inventory of services affects consumer relations 
B) staff recruitment and training is less important 
C) there is often direct contact between the service provider and the consumer 
D) all of the above

Question 2

Offering customers loyalty points is an example of:

Accepted Answer

A) Level 3 bonding 
B) Level 2 bonding 
C) Level 1 bonding 
D) None of the above 
A) Level 3 bonding 
B) Level 2 bonding 
C) Level 1 bonding 
D) None of the above

Question 3

Which of the following is an organizational benefit of strong customer relationships?

Accepted Answer

A) Positive word-of-mouth 
B) Increased customer purchases 
C) Lower costs 
D) All are benefits of strong customer relationships 
A) Positive word-of-mouth 
B) Increased customer purchases 
C) Lower costs 
D) All are benefits of strong customer relationships

Question 4

Which of the following is a part of the extended services marketing mix?

Accepted Answer

A) Physical evidence 
B) Production 
C) Personalization 
D) All are part of the extended services marketing mix 
A) Physical evidence 
B) Production 
C) Personalization 
D) All are part of the extended services marketing mix

Question 5

Non-profit organizations are uninterested in income.

Accepted Answer

A) True 
 B)False

Question 6

What is meant by the term "service effectiveness"?

Accepted Answer

A) Servicescape 
B) Service productivity 
C) Service quality 
D) Service branding 
A) Servicescape 
B) Service productivity 
C) Service quality 
D) Service branding

Question 7

Intangibility means that customers may find difficulty in evaluating a service before purchase.

Accepted Answer

A) True 
 B)False

Question 8

Front-line employees are important because:

Accepted Answer

A) Often they are the service in the eyes of the customer 
B) They are the private face of the organization 
C) They are a vital source of information on the company for the organization 
D) None of the above 
A) Often they are the service in the eyes of the customer 
B) They are the private face of the organization 
C) They are a vital source of information on the company for the organization 
D) None of the above

Question 9

Companies can use _______ marketing to improve service quality and relationships. This involves either partnering with existing events or creating entirely new ones.

Accepted Answer

A) experiential 
B) experimental 
C) exceptional 
D) exponential 
A) experiential 
B) experimental 
C) exceptional 
D) exponential

Question 10

Which of the following are most influential in communicating services to consumers?

Accepted Answer

A) Brochures 
B) Web site 
C) Word-of-mouth recommendations 
D) Direct Mail 
A) Brochures 
B) Web site 
C) Word-of-mouth recommendations 
D) Direct Mail

Question 11

Which of the following is a characteristic of inseparability?

Accepted Answer

A) Simultaneous production and consumption 
B) Use of tangible cues 
C) Use of differential pricing 
D) Use of a reservation system 
A) Simultaneous production and consumption 
B) Use of tangible cues 
C) Use of differential pricing 
D) Use of a reservation system

Question 12

The pricing of services provided by non-profit organizations tends to follow the guidelines applicable to profit-orientated pricing.

Accepted Answer

A) True 
 B)False

Question 13

The simultaneous production and consumption of a holiday illustrates which of the following service characteristics?

Accepted Answer

A) Inseparability 
B) Perishability 
C) Variability 
D) None of the above 
A) Inseparability 
B) Perishability 
C) Variability 
D) None of the above

Question 14

Productivity is defined as:

Accepted Answer

A) A measure of the relationship between an input and an output 
B) A measure of customer satisfaction 
C) A measure of effectiveness 
D) All of the above 
A) A measure of the relationship between an input and an output 
B) A measure of customer satisfaction 
C) A measure of effectiveness 
D) All of the above

Question 15

Commercial marketing techniques such as consumer research, segmentation and marketing mix development have an important place in non-profit marketing.

Accepted Answer

A) True 
 B)False

Question 16

Why is there a need to extend the traditional 4-Ps marketing mix for services?

Accepted Answer

A) The high degree of direct contact between the firm and the customer 
B) The invisible nature of the service assembly process 
C) The separation of production and consumption 
D) All of the above 
A) The high degree of direct contact between the firm and the customer 
B) The invisible nature of the service assembly process 
C) The separation of production and consumption 
D) All of the above

Question 17

Marketing _______ has an important role to play in the marketing of political parties, as by keeping in touch with public opinion, political parties have the information to differentiate themselves from their competitors on issues that are important to voters,

Accepted Answer

A) mix 
B) research 
C) planning 
D) portfolios 
A) mix 
B) research 
C) planning 
D) portfolios

Question 18

Which of the following is a method of managing perishability?

Accepted Answer

A) Full-time staff 
B) Multi-skilling of employees 
C) Customer separation from production 
D) All of the above are supply side methods of managing perishability 
A) Full-time staff 
B) Multi-skilling of employees 
C) Customer separation from production 
D) All of the above are supply side methods of managing perishability

Question 19

Willingness to help customers and provide a prompt response to customer problems, requests and questions refers to which of the following dimensions of service quality?

Accepted Answer

A) Reliability 
B) Courtesy 
C) Tangibles 
D) Responsiveness 
A) Reliability 
B) Courtesy 
C) Tangibles 
D) Responsiveness

Question 20

Allied to the provision of service quality and relationships, the creation of customer _______ is another avenue for organizations to deliver value for customers.

Accepted Answer

A) expectations 
B) experiences 
C) responses 
D) reactions 
A) expectations 
B) experiences 
C) responses 
D) reactions

Relationship marketing is particularly important for service firms because _______.

Offering customers loyalty points is an example of:

Which of the following is an organizational benefit of strong customer relationships?

Which of the following is a part of the extended services marketing mix?

Non-profit organizations are uninterested in income.

What is meant by the term "service effectiveness"?

Intangibility means that customers may find difficulty in evaluating a service before purchase.

Front-line employees are important because:

Companies can use _______ marketing to improve service quality and relationships. This involves either partnering with existing events or creating entirely new ones.

Which of the following are most influential in communicating services to consumers?

Which of the following is a characteristic of inseparability?

The pricing of services provided by non-profit organizations tends to follow the guidelines applicable to profit-orientated pricing.

The simultaneous production and consumption of a holiday illustrates which of the following service characteristics?

Productivity is defined as:

Commercial marketing techniques such as consumer research, segmentation and marketing mix development have an important place in non-profit marketing.

Why is there a need to extend the traditional 4-Ps marketing mix for services?

Marketing _______ has an important role to play in the marketing of political parties, as by keeping in touch with public opinion, political parties have the information to differentiate themselves from their competitors on issues that are important to voters,

Which of the following is a method of managing perishability?

Willingness to help customers and provide a prompt response to customer problems, requests and questions refers to which of the following dimensions of service quality?

Allied to the provision of service quality and relationships, the creation of customer _______ is another avenue for organizations to deliver value for customers.

The Nature of Marketing

The Global Marketing Environment

Understanding Customer Behaviour

Marketing Research and Customer Insights

Market Segmentation, Targeting and Positioning

Value Through Products and Brands

Value Through Pricing

Distribution: Delivering Customer Value

Integrated Marketing Communications 1: Mass Communications Techniques

Integrated Marketing Communications 2: Direct Communications Techniques

Digital Marketing

Filters

Exam 7: Value Through Services, Relationships and Experiences

Relationship marketing is particularly important for service firms because _______.

Offering customers loyalty points is an example of:

Which of the following is an organizational benefit of strong customer relationships?

Which of the following is a part of the extended services marketing mix?

Non-profit organizations are uninterested in income.

What is meant by the term "service effectiveness"?

Intangibility means that customers may find difficulty in evaluating a service before purchase.

Front-line employees are important because:

Companies can use _______ marketing to improve service quality and relationships. This involves either partnering with existing events or creating entirely new ones.

Which of the following are most influential in communicating services to consumers?

Which of the following is a characteristic of inseparability?

The pricing of services provided by non-profit organizations tends to follow the guidelines applicable to profit-orientated pricing.

The simultaneous production and consumption of a holiday illustrates which of the following service characteristics?

Productivity is defined as:

Commercial marketing techniques such as consumer research, segmentation and marketing mix development have an important place in non-profit marketing.

Why is there a need to extend the traditional 4-Ps marketing mix for services?

Marketing _______ has an important role to play in the marketing of political parties, as by keeping in touch with public opinion, political parties have the information to differentiate themselves from their competitors on issues that are important to voters,

Which of the following is a method of managing perishability?

Willingness to help customers and provide a prompt response to customer problems, requests and questions refers to which of the following dimensions of service quality?

Allied to the provision of service quality and relationships, the creation of customer _______ is another avenue for organizations to deliver value for customers.

The Nature of Marketing

The Global Marketing Environment

Understanding Customer Behaviour

Marketing Research and Customer Insights

Market Segmentation, Targeting and Positioning

Value Through Products and Brands

Value Through Pricing

Distribution: Delivering Customer Value

Integrated Marketing Communications 1: Mass Communications Techniques

Integrated Marketing Communications 2: Direct Communications Techniques

Digital Marketing

Filters