Question 1

Christopher Messenger rents storage space to college students who go home for the summer but do not want to haul all of their property home and back.The business is profitable during the summer months,but when the storage space is unoccupied in the off-season,Christopher is losing money.What characteristic of service is most likely the source of Christopher's problem?

Accepted Answer

Perishability refers to the fact that services cannot be stored or saved for later use. In Christopher's case, the storage space is unoccupied in the off-season, which means he cannot sell or utilize it during that time period. This demonstrates the perishable nature of the service he provides, which is the source of his problem.

Question 2

After the 2001 attack on the World Trade Center,New York City unveiled a new tourism advertising campaign with the slogan "The New York Miracle: Be a Part of It." This is an example of ________.

Accepted Answer

The advertising campaign promoting New York City as a tourist destination after the 2001 attack on the World Trade Center is an example of place marketing. The campaign aims to attract visitors to the city and promote it as a desirable place to visit.

Question 3

According to the new dominant logic for marketing,________ is the central,or core,deliverable in every exchange.

Accepted Answer

According to the new dominant logic for marketing, the central deliverable in every exchange is service. This refers to the overall experience that a customer receives, including any product, interaction with the company or personnel, and any support or assistance provided throughout the process. The focus is on creating long-term relationships with customers based on trust, value, and ongoing service. While value, prestige, the product, and relationships are important factors, they are all part of the overarching service experience that is at the center of modern marketing.

Question 4

A TV commercial invites people to attend a service at a so-called "mega-church" that has a huge steel and glass structure with acres of parking.This is an example of ________.

Accepted Answer

The answer of A TV commercial invites people to attend...

Question 5

What strategy would a marketer most likely use to promote something that cannot be seen,has no smell,and cannot be felt?

Accepted Answer

Idea marketing is the strategy used to promote intangible concepts, such as a belief, a concept, or a cause. Since the product in question cannot be seen, smelled, or felt, it falls under this category. Idea marketing involves creating a compelling story, utilizing creativity and innovation, and building emotional connections with the target audience.

Question 6

The new dominant logic for marketing suggests which of the following?

Accepted Answer

The new dominant logic for marketing emphasizes that the traditional distinction between services and goods is becoming less relevant, focusing instead on the service aspect of all offerings.

Question 7

A religious organization marketing what is perceived as desirable behavior is implementing ________.

Accepted Answer

The religious organization is marketing an idea or belief system, which falls under the category of idea marketing.

Question 8

Developing a new product to meet the minimum qualifications of an unmet need is integral to the ________ approach to marketing.

Accepted Answer

The market fulfillment approach focuses on identifying unmet needs of consumers and developing products that meet those needs. This approach is about fulfilling the demands of the market rather than just improving a product or focusing solely on sales. Therefore, developing a new product to meet the minimum qualifications of an unmet need falls under the market fulfillment approach.

Question 9

________ strategies regard a city,state,country,or other locale as a brand.

Accepted Answer

Place marketing strategies consider a location as a brand that needs to be marketed and promoted to the target audience. This involves creating a unique identity, positioning, and image for the place and leveraging it to attract tourists, investors, businesses, and residents. Place marketing strategies aim to highlight the distinctive features, attractions, and values of the place and communicate them effectively to the world. Examples include tourism campaigns, economic development plans, and community branding initiatives.

Question 10

Which of the following is NOT a trend that is expected to provide new opportunities for marketers?

Accepted Answer

Declining levels of patriotism is not a trend that primarily affects marketing opportunities. However, changing demographics, technological advances, proliferation of information, and globalization are all trends that create new opportunities for marketers to reach and target audiences in different and innovative ways.

Question 11

Many cities,states,and countries recognize that by using effective marketing strategies,they can increase vital tourism revenues and attract business investments needed for growth.This is an example of implementing ________.

Accepted Answer

The given scenario describes the implementation of place marketing, which involves using marketing strategies to promote a specific location or destination in order to drive tourism, attract business investments and foster growth.

Question 12

Which of the following is a service industry in the United States that is likely to see growth due primarily to demographic changes?

Accepted Answer

With the aging of the baby boomer generation, the demand for living assistance for seniors is likely to increase, making it a service industry that is likely to see growth due primarily to demographic changes. The other choices are either not directly related to demographic changes or do not have a clear connection to demographic changes.

Question 13

Idea marketing could be about all of the following EXCEPT which one?

Accepted Answer

The other choices all involve promoting an idea or belief, while promoting a specific product for profit is a more traditional form of marketing focused on generating revenue rather than changing attitudes or behaviors.

Question 14

A hotel and resort company launched a new employee program that includes intensive training in different service encounter scenarios.This training program is most likely designed to lessen the problems related to the ________ characteristic of services.

Accepted Answer

The training program is intended to lessen the problems associated with inseparability characteristic of services, which is the inability to separate the service delivery from the service provider. By providing intensive training, the employees will be better equipped to handle different service encounter scenarios and improve customer satisfaction, thus addressing the inseparability characteristic of services.

Question 15

According to the new dominant logic for marketing,________ make a relatively minor contribution to the value proposition.

Accepted Answer

The new dominant logic for marketing emphasizes the importance of relationships and co-creation of value between customers and companies. Therefore, products alone make a relatively minor contribution to the value proposition. Services, relationships, prestige markers, and quality attributes can all have a more significant impact on creating value for the customer.

Question 16

A TV commercial aimed at persuading viewers to use seatbelts while riding in a car is an example of ________.

Accepted Answer

The TV commercial is aimed at promoting the idea of using seatbelts while riding in a car, therefore it is an example of idea marketing.

Question 17

To reduce problems associated with the intangibility of the services offered by a restaurant,the restaurant owner would be most likely to do which of the following?

Accepted Answer

The answer of To reduce problems associated with the intangibility...

Question 18

Jack was so enthusiastic about the band he saw performing at a local club last weekend that he persuaded a large group of friends to return to the club to hear the band on Thursday.Unfortunately,the band's Thursday performance was uninspired and at times off-key.The performance differences are due to the ________ characteristic of service.

Accepted Answer

The variability characteristic of service refers to the fact that services are often inconsistent due to the human element involved. In this case, the band's Thursday performance was inconsistent with their previous performance.

Question 19

Modifications to certain characteristics of what is being marketed are integral to the ________ approach.

Accepted Answer

Product improvement involves modifying certain characteristics of what is being marketed in order to enhance its appeal and performance in the market. The other options, such as pure selling and market fulfillment, do not involve modifying the product itself. Market improvement may involve changes in the marketing strategies or target audience, but not necessarily the product itself. Product fulfillment, on the other hand, focuses on delivering the product as advertised, rather than improving its characteristics.

Question 20

People most commonly buy the services of a tattoo artist on the weekends.To encourage people to use their services on the weekdays,many tattoo artists adjust prices to influence demand.In other words,they use different prices to lessen the problems related to the ________ characteristic of services.

Accepted Answer

The characteristic of services being perishable refers to the fact that services cannot be stored or inventoried, and therefore any unsold service time is lost forever. Tattoo artists being able to adjust prices to encourage weekday demand is an example of managing the perishability of their service.

Quiz 10: Services and Other Intangibles: Marketing the Product That Isnt There