Question 1

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

Accepted Answer

Perishability is the characteristic of services that refers to the fact that services cannot be stored for future use. In the case of StoreHUB, during the holiday season, their storage space is in high demand and they can make a profit. However, during the off-season, the storage space is unoccupied and cannot be stored for future use, leading to a loss in profits.

Question 2

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 3

Head & Shoulders began to market shampoo for normal hair.In an attempt to increase profits and use excess market capacity,Head & Shoulders then marketed shampoo for oily hair and color-treated hair.This is an example of ________.

Accepted Answer

Line filling refers to adding more products to a particular product line to utilize excess production capacity and increase profits. Head & Shoulders marketing shampoo for oily hair and color-treated hair is an example of line filling.

Question 4

Gina's Nail Salon is serious about pleasing its customers.Employees are trained to immediately and pleasantly respond to any customer complaints,and they are empowered to offer discounts and free add-ons to customers who believe they have received anything less than the best service.Gina's Nail Salon focuses on ________.

Accepted Answer

The scenario describes how Gina's Nail Salon is focused on good service recovery by training employees to respond pleasantly to customer complaints and empower them to address the issue with discounts and free add-ons.

Question 5

Which of the following is/are examples of product line length?

Accepted Answer

Both options A and C are examples of product line length because they involve variations of the same product. Option B is not because hamburger and apple pie do not belong to the same product category. Therefore, the best choice is D, which includes two examples of product line length.

Question 6

"I love Singapore" is an example of ________.

Accepted Answer

"I love Singapore" is a clear example of place marketing, which focuses on promoting a city, region, or country as a desirable destination.

Question 7

Refer to the scenario below to answer the following questions.
Steven Ma had built his enterprise on the faithful patronage of four specialty shops and a large contract from Sincere Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his two-year contract with Elmore ended.
Steven had built a company reputation on the manufacture and distribution of a variety of wooden writing utensils with customized engravings. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops-alone-were not profitable. Steven had established a brand name, known merely as Marks, and decided to expound on it.
Steven extended his writing utensil lines to include quills, felt-tip pens, and multiple-cartridge pens that write in different colors. He even added a line of various grades of personalized stationery and business cards. Perhaps Steven's biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Marks, as well as nurture existing accounts.
"We make an excellent product," Steven stated, "and we honor a good guarantee on everything we sell. But let's face it-we face hundreds of competitors! We need Marks representatives out there to help prospects understand what they should demand in something so simple as a writing tool."
The Marks brand was fast-becoming synonymous with top-notch customer service. Part of the purchase package brought personal visits from the Marks representative, before the purchase and long after.
-What type of consumer products does Marks manufacture?

Accepted Answer

The scenario mentions that Marks specializes in manufacturing wooden writing utensils with customized engravings, as well as a line of personalized stationery and business cards. These are considered specialty products, which are unique and often high-end items that target specific consumer segments.

Question 8

Watsons' products are an example of a(n)________.

Accepted Answer

Watsons' products are considered private brands because they are owned and sold exclusively by Watsons, rather than being manufactured by a third-party and sold under a different name (manufacturer's brand), or being associated with a particular organization or sponsor.

Question 9

A manager of a Holiday Inn said,"We have power and value in the market and people are willing to pay for it." This manager is referring to ________.

Accepted Answer

The manager's statement suggests that the hotel's brand has a strong reputation in the market and people are willing to pay for it. This indicates brand equity, which is the added value a brand name brings to a product or service beyond its functional benefits. The manager is not referring to social marketing, specialty products, line filling, or product length.

Question 10

Refer to the scenario below to answer the following questions.
Steven Ma had built his enterprise on the faithful patronage of four specialty shops and a large contract from Sincere Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his two-year contract with Elmore ended.
Steven had built a company reputation on the manufacture and distribution of a variety of wooden writing utensils with customized engravings. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops-alone-were not profitable. Steven had established a brand name, known merely as Marks, and decided to expound on it.
Steven extended his writing utensil lines to include quills, felt-tip pens, and multiple-cartridge pens that write in different colors. He even added a line of various grades of personalized stationery and business cards. Perhaps Steven's biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Marks, as well as nurture existing accounts.
"We make an excellent product," Steven stated, "and we honor a good guarantee on everything we sell. But let's face it-we face hundreds of competitors! We need Marks representatives out there to help prospects understand what they should demand in something so simple as a writing tool."
The Marks brand was fast-becoming synonymous with top-notch customer service. Part of the purchase package brought personal visits from the Marks representative, before the purchase and long after.
-Which is the key element in Steven's market offering?

Accepted Answer

The answer of Refer to the scenario below to answer...

Question 11

To achieve their social change objectives,social marketing programs ________.

Accepted Answer

Social marketing programs aim to influence individuals' behavior to improve their well-being, focusing on creating positive social change rather than just using promotional strategies.

Question 12

An apparel marketer is planning to launch an existing brand name into a new product category.Which brand development strategy is being implemented?

Accepted Answer

The brand development strategy being implemented is brand extension, as an existing brand name is being used to launch into a new product category. A line extension would involve introducing new products within the same product category. Multibranding would involve creating new brands for different product categories. New brands involves creating completely new brands for new or existing product categories, while rebranding involves changing the name or image of an existing brand.

Question 13

Refer to the scenario below to answer the following questions.
Steven Ma had built his enterprise on the faithful patronage of four specialty shops and a large contract from Sincere Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his two-year contract with Elmore ended.
Steven had built a company reputation on the manufacture and distribution of a variety of wooden writing utensils with customized engravings. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops-alone-were not profitable. Steven had established a brand name, known merely as Marks, and decided to expound on it.
Steven extended his writing utensil lines to include quills, felt-tip pens, and multiple-cartridge pens that write in different colors. He even added a line of various grades of personalized stationery and business cards. Perhaps Steven's biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Marks, as well as nurture existing accounts.
"We make an excellent product," Steven stated, "and we honor a good guarantee on everything we sell. But let's face it-we face hundreds of competitors! We need Marks representatives out there to help prospects understand what they should demand in something so simple as a writing tool."
The Marks brand was fast-becoming synonymous with top-notch customer service. Part of the purchase package brought personal visits from the Marks representative, before the purchase and long after.
-The new felt-tip pens,multiple-cartridge pens,and quills are all examples of ________.

Accepted Answer

The new products that Steven added to his writing utensil lines, such as felt-tip pens, multiple-cartridge pens, and quills, are all examples of product line filling, which is the act of adding more items within the present range of the line.

Question 14

The Singapore government has developed dozens of ________ marketing campaigns,including classics such as "Keep Singapore Clean,Green,and Mosquito Free," "Have Three or More (Children)If You Can Afford It."

Accepted Answer

The description mentions "marketing campaigns" that are developed by the Singapore government, which suggests that the focus is on promoting a social cause or message rather than a specific product, service, brand, or place. Therefore, the best choice would be social marketing campaigns.

Question 15

To reduce uncertainty,buyers look for "_______" of service quality.They draw conclusions about quality from the place,people,price,equipment,and communications that they can see.

Accepted Answer

Buyers look for signals of service quality, which are cues and indicators that help them form an impression of the quality of the service. These signals may include the appearance and behavior of employees, the cleanliness and maintenance of facilities and equipment, the pricing of the service, and the communication or information provided by the service provider. By observing these signals, buyers try to reduce their uncertainty and make more informed decisions about the service they want to buy.

Question 16

Sri Nada Barber's customers have noticed that the quality of a haircut depends on who provides it as well as when,where,and how it is provided.What have the customers noticed?

Accepted Answer

The customers have noticed that the quality of a haircut varies depending on who provides it as well as when, where, and how it is provided. This variability in the quality of the service is characteristic of service variability. Therefore, the correct choice is C. Service intangibility refers to the fact that services cannot be seen, touched, or felt. Service inseparability refers to the fact that services are produced and consumed at the same time. Service perishability refers to the fact that services cannot be stored or inventoried. Service distinction is not a recognized term in the context of service quality.

Question 17

The impossibility of a barber storing haircuts for later sale is an example of which of the following?

Accepted Answer

The concept of service perishability suggests that services cannot be stored or saved for future use, making it impossible for a barber to store haircuts for later sale.

Question 18

The strongest brands go beyond attribute or benefit positioning.They are positioned on strong __________________.

Accepted Answer

The strongest brands are those which are positioned on strong beliefs and values which resonate with their target audience. This creates a deeper emotional connection with consumers and makes the brand more than just a product or service, but rather an extension of the consumer's own identity and values.

Question 19

Chicken of the Sea brand tuna sells more than the same size Dolphin brand tuna,even though the Dolphin tuna costs $0.15 less per can.Chicken of the Sea has brand ________.

Accepted Answer

Brand equity refers to the value that a brand name adds to a product beyond the functional benefits it provides. In this case, Chicken of the Sea has a stronger brand equity than Dolphin because consumers are willing to pay more for its product despite a cheaper alternative being available.

Question 20

____________ means that the service firm must orient and motivate its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.

Accepted Answer

Internal marketing is the approach where the service firm focuses on orienting and motivating its employees to work as a team to provide customer satisfaction. It involves treating employees as internal customers and providing training, communication, support, and incentives to create a customer-oriented culture within the organization. The other options, such as personal marketing, product quality, product line, and social marketing, do not specifically address the need to motivate and coordinate employees to work together towards satisfying customers.

Quiz 8: Products,Services,and Brands: Building Customer Value