There are five categories of offerings for a service.

| March 29, 2017

Question
90 minute timed test.

Module 5 : The Product – Quiz 4
Time Remaining:

Question 1. 1.There are five categories of offerings for a service. It can be either a minor or a major component of the company’s offerings. Which of the following is NOT one of these five categories? (Points : 5)
Pure tangible good
Tangible good with accompanying services
Hybrid
Major service with accompanying minor goods and services
Major service with accompanying major goods

Question 2. 2.The five product levels constitute a ________. At each level more customer value is added. (Points : 5)
customer-augmented product
customer consumption system
customer value-hierarchy
customer-perceived value
customer hierarchy

Question 3. 3.To match demand and supply, service marketers can utilize a number of strategies on the demand side. Which of the following is NOT one of these strategies? (Points : 5)
Provide complementary services to waiting customers
Cultivate nonpeak demand
Differential pricing
Share services
Manage demand levels through a reservation system

Question 4. 4.Services high in ________qualities are those services that have characteristics the buyer normally finds hard to evaluate even after consumption. (Points : 5)
equipment
search
experience
personal attention
credence

Question 5. 5.Some service firms often engage in ________, consisting of a fixed fee plus a variable usage fee. (Points : 5)
pure bundling
pure pricing
mixed pricing
captive pricing
two-part pricing

Question 6. 6.Service marketers frequently complain about the difficulty of ________ their services. (Points : 5)
marketing
diffusing
differentiating
developing
designing

Question 7. 7.A company can classify its products into four types that yield different gross margins, depending upon sales volume and promotional costs. The four classifications include all EXCEPT ________. (Points : 5)
core product
shopping goods
staples
specialties
convenience items

Question 8. 8.In ________, the seller offers goods both individually and in bundles and often charges less for the “bundle” than for the individual products. (Points : 5)
pirating pricing
captive pricing
two-part pricing
pure bundling
mixed bundling

Question 9. 9.The five determinants of service quality include all of the following EXCEPT ________. (Points : 5)
empathy
assurance
responsiveness
reliability
reputation

Question 10. 10.There are three steps service firms can take to increase quality control. Which of the following is NOT one of these steps? (Points : 5)
Reduce customer contact points
Monitor customer satisfaction
Standardize the service-performance process
Invest in good training procedures
Invest in good hiring procedures

Question 11. 11.________ occurs when a company lengthens its product line beyond its current range. (Points : 5)
Market reach
Product reach
Product adaptations
Line shrinking
Line stretching

Question 12. 12.Research has shown that customers evaluate complaint incidents in terms of the ________. (Points : 5)
anger of the customer
personality of the manager
outcomes they receive
monetary rewards
none of the above

Question 13. 13.________ refers to data, information systems, and advice services that the seller offers to their buyers. (Points : 5)
Sales force relationships
Customer relationships
Internal marketing
Customer training
Customer consulting

Question 14. 14.Products such as insurance, cemetery plots, and smoke detectors are examples of ________ that are products that the consumer does not know about or does not normally think of buying. a.specialty goods (Points : 5)
unsought goods
heterogeneous shopping goods
homogeneous shopping goods
none of the above

Question 15. 15.Top firms audit both their own and their competitors’ service performance on a regular basis by collecting ________ measurements to probe customer satisfaction. (Points : 5)
chat room
voice of the customer
e-mail solicitation
consumer activist group
none of the above

Question 16. 16.A group of products within a product class that are closely related because they perform a similar function, are sold to the same customer groups, are marketed through the same outlets or channels, or fall within given price ranges is known as a ________. (Points : 5)
product type
product class
need family
product variant
product line

Question 17. 17.Services vary as to whether they are equipment based or ________. (Points : 5)
service based
people based
process based
historical based
none of the above

Question 18. 18.It was sunny when Jenny went to class, but by the time class was over it was raining heavily, so Jenny stopped by the student store to buy an umbrella before she walked back to her dorm. In this case, the umbrella is an example of a(n) ________. (Points : 5)
impulse good
staple
homogeneous shopping good
emergency good
heterogeneous shopping good

Question 19. 19.Capital items are long-lasting goods that facilitate developing or managing the finished product. They include two groups: installations and ________. (Points : 5)
natural products
component materials
operating supplies
equipment
none of the above

Question 20. 20.The ________ of a product mix refers to how many variants are offered of each product in the line. (Points : 5)
width
length
depth
consistency
height

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