Deck 13: People, Physical Evidence, Processes and Partnerships

Question 1

Marketing mix variables can be used to achieve all of the following except:

A)a competitive advantage.
B)positive word of mouth communication.
C)brand loyalty.
D)the elimination of future external threats.
E)a positive attitude towards the company.

Answer 1

D

Question 2

Discuss the meaning of environmental psychology.

Answer 2

no answer

Question 3

Personalisation is referred to as all of the following except:

A)customisation.
B)tailoring.
C)individualisation.
D)shaping.
E)accommodating individual differences.

Answer 3

D

Question 4

The key marketing mix ingredients of product, place, price and promotions reigned without great challenge until greater focus was given to the marketing of __________ in the late 1970s.

A)products
B)services
C)technology
D)environmentally friendly products
E)experiences

Question 5

Briefly describe what partnership is in the expanded marketing mix.

Question 6

Explain how fashion icons, such as Jennifer Hawkins, are fashion curators.

Question 7

The idea of business managers using a mix of key decisions to maximise business gains from limited resources emerged in the late:

A)1940s.
B)1950s.
C)1960s.
D)1970s.
E)1980s.

Question 8

What is meant by the flow and progress of customers?

Question 9

Briefly describe the olfaction effect.

Question 10

What is the expanded marketing mix?

Question 11

The marketing mix concept as we know it (product, place, price and promotion) was introduced by McCarthy in:

A)1944.
B)1954.
C)1964
D)1974.
E)1984.

Question 12

Briefly discuss the four key marketing variables.

Question 13

The four key marketing mix variables were introduced and further developed during an era of intense manufacturing to offer marketing managers a set of key controllable variables, or key decisions, to respond to changes in their __________ business environment.

A)internal
B)external
C)industrial
D)competitive
E)lucrative

Question 14

Briefly discuss the meaning of emotional labour in relation to the marketing mix, and give an example.

Question 15

The boundaries between marketing tangible goods and intangible services are obscured when companies focus on building __________ relationships with their customers.

A)trusting
B)satisfying
C)competitive
D)weak
E)long-lasting

Question 16

QBE insurance has decided to implement an extended marketing mix.Which of the following may be the most likely reason why?

A)To create psychologically pleasing environments for interaction with its customers
B)To pioneer advertising
C)To design its service
D)To launch its service
E)To generate publicity

Question 17

Briefly discuss how physical evidence includes the tangible and intangible clues the customer may observe.

Question 18

Briefly discuss how process involves all management decisions regarding the different stages of the customer's service or experience.

Question 19

The expanded marketing mix is also known as the extended marketing mix or:

A)4Ps.
B)7Ps.
C)8Ps.
D)9Ps.
E)12Ps.

Question 20

How do retailers use atmospherics for retail space design?

Question 21

In many instances, additional touch points can be added to a typical customer journey only after a service failure has resulted in a(n) __________ from a customer.

A)telephone call
B)return
C)complaint
D)email

Question 22

Of the marketing mix variables, promotion refers to all of the following except:

A)advertising.
B)public relations.
C)brand name.
D)sales promotion.
E)service outlets.

Question 23

Place is usually referred to as:

A)distribution.
B)position
C)access.
D)logistics.

Question 24

The expanded marketing mix variables allow an organisation to communicate with customers at several different:

A)locations.
B)outlets.
C)levels.
D)processes.

Question 25

Partnerships may be essential to achieving customer satisfaction and:

A)profits.
B)new product development processes.
C)longevity.
D)relationships.
E)repeat customers.

Question 26

The change in the traditional structure of the marketing mix stems from changes in society and the fact that we now live in a(n):

A)experience economy.
B)changing environment.
C)environmentally friendly environment.
D)competitive environment.
E)anti-competitive environment.

Question 27

Service industries and 'experiences' are typically intangible, and therefore, __________is used to encourage the sale of unused capacity.

A)discounting
B)advertising
C)public relations
D)online advertising

Question 28

Which sense(s) does a customer use to collect clues from and understand our environment?

A)Sight
B)Smell
C)Touch
D)Taste
E)All

Question 29

The expanded marketing mix is also known as the __________ marketing mix or 8Ps.

A)extended
B)extracted
C)upgraded
D)service
E)transformational

Question 30

Economists would say that we moved from selling undifferentiated commodities to selling:

A)services.
B)environmentally friendly products.
C)experiences.
D)tangible goods.
E)ideas.

Question 31

Some services, as well as experiences, can also be delivered:

A)in person.
B)at shops.
C)online.
D)in magazines.
E)through franchises.

Question 32

Of the marketing mix variables, product refers to all of the following except:

A)service.
B)quality.
C)range.
D)guarantees.
E)discounts.

Question 33

Which marketing mix variables are used most depends on the type of:

A)service.
B)product.
C)objective.
D)organisation.
E)era.

Question 34

Personalisation refers to a customers' desire for __________ products

A)standard
B)high-quality
C)individualised
D)inexpensive
E)alternate

Question 35

Of the marketing mix variables, place refers to all of the following except:

A)distribution.
B)location.
C)franchises.
D)convenience.
E)accessibility.

Question 36

Of the marketing mix variables, price refers to all of the following except:

A)list price.
B)discounts.
C)price elasticity.
D)guarantees.
E)payment period.

Question 37

Experiences are something __________ by an organisation.

A)staged
B)prepared
C)organised
D)planned
E)unplanned

Question 38

The eighth 'P' in the marketing mix has been given different names.Which of these is not one of the names given to the eighth 'P'?

A)Processes
B)Personalisation
C)Procedures
D)Partnerships
E)Programming

Question 39

According to the textbook, the eighth 'P' in the marketing mix is:

A)processes.
B)personalisation.
C)procedures.
D)partnerships.
E)programming.

Question 40

The expanded marketing mix aims to accommodate the __________ nature of service- and experience-based products.

A)intangible
B)tangible
C)exciting
D)different

Question 41

Guests and other participants are an example of which component in the extended marketing mix?

A)Partnerships
B)People
C)Processes
D)Physical evidence
E)Prices

Question 42

Credit terms are an example of which component in the marketing mix?

A)Price
B)Promotion
C)Processes
D)Physical evidence
E)Product

Question 43

Personal selling is an example of which components in the marketing mix?

A)Partnerships
B)Promotion
C)Processes
D)Physical evidence
E)Product

Question 44

A seafood restaurant that serves fresh, local produce is an example of which component in the extended marketing mix?

A)Partnerships
B)Promotion
C)Processes
D)Physical evidence
E)Price

Question 45

ABC Child Care aspires towards a positive brand image, so it is important for the marketing manager to understand:

A)the company's competitors.
B)the clues customers use to form their opinions.
C)government legislation.
D)the company's objectives.

Question 46

Interpersonal behaviour is an example of which component in the extended marketing mix?

A)Partnerships
B)Programming
C)People
D)Physical evidence
E)Prices

Question 47

Joint ventures are an example of which component in the extended marketing mix?

A)Partnerships
B)Promotion
C)Processes
D)Physical evidence
E)Price

Question 48

Commitment is an example of which component in the extended marketing mix?

A)People
B)Promotion
C)Processes
D)Physical evidence
E)Prices

Question 49

Training is an example of which component in the extended marketing mix?

A)Partnerships
B)Promotion
C)Processes
D)People
E)Prices

Question 50

Furnishings and décor are examples of which component in the extended marketing mix?

A)Partnerships
B)Promotion
C)Processes
D)Physical evidence
E)Price

Question 51

The atmosphere or servicescape is an example of which component in the extended marketing mix?

A)Partnerships
B)Promotion
C)Processes
D)Physical evidence
E)Price

Question 52

Educating customers is an example of which component in the extended marketing mix?

A)Partnership
B)Place
C)Processes
D)Physical evidence
E)Providing

Question 53

Digital marketing communications are an example of which component in the marketing mix?

A)Partnerships
B)Processes
C)Promotion
D)Physical evidence
E)Price

Question 54

With regard to the marketing philosophy, determining what more can be offered to customers and how it would be offered, is part of the __________ component in the extended marketing mix.

A)partnerships
B)product
C)processes
D)physical evidence
E)price

Question 55

Discounts are an example of which component in the marketing mix?

A)Partnerships
B)Promotion
C)Price
D)Physical evidence
E)Product

Question 56

Background music is an example of which component in the extended marketing mix?

A)Partnerships
B)Programming
C)Processes
D)Physical evidence
E)Prices

Question 57

Degree of automation is an example of which component in the extended marketing mix?

A)Partnerships
B)Place
C)Processes
D)Physical evidence
E)Price

Question 58

Touch points refer to:

A)when and how customers interact with a company or its staff.
B)what customers want.
C)promotional displays in a supermarket.
D)when a customer complains.

Question 59

FlyBuys and other frequent-use partnerships are an example of the__________ component in the extended marketing mix.

A)partnerships
B)promotion
C)processes
D)physical evidence
E)product

Question 60

__________ refers to the tangible components in the extended marketing mix.

A)Partnership
B)Price
C)Process
D)Physical evidence
E)Product

Question 61

Quality is an example of which component in the marketing mix?

A)Partnership
B)Promotion
C)Product
D)Physical evidence
E)Price

Question 62

People include all of the below except:

A)those involved with producing the product.
B)those involved with the service or experience.
C)customers who share the experience.
D)personnel who provide training programs.
E)those who consume the products.

Question 63

Service is an example of which component in the marketing mix?

A)Promotion
B)Price
C)Product
D)Place
E)People

Question 64

Which part of the expanded marketing mix refers to the 'human' aspect of products, services or experiences?

A)People
B)Place
C)Partnerships
D)Physical evidence
E)Processes

Question 65

Range is an example of which component in the marketing mix?

A)Product
B)Price
C)Place
D)Promotion
E)Processes

Question 66

Accessibility is an example of which component in the marketing mix?

A)Partnership
B)Price
C)Product
D)Place
E)People

Question 67

Service with __________ is a requirement for frontline employees in the service industry.

A)a smile
B)attitude
C)strong customer knowledge
D)spirit

Question 68

A good employee is:

A)annoying.
B)undereducated.
C)the face of the company.
D)very difficult to please.
E)just extra staff.

Question 69

For some experience-based products, employees are required to engage with customers and make a personal or emotional connection with them.This is known as:

A)a friendly attitude.
B)employee commitment.
C)emotional labour.
D)service with a smile.
E)a problem as it can be creepy.

Question 70

Brand name is an example of which component in the marketing mix?

A)Product
B)Promotion
C)Processes
D)Physical evidence
E)Price

Question 71

Convenience is an example of which component in the marketing mix?

A)Partnerships
B)Processes
C)Place
D)Physical evidence
E)Prices

Question 72

Interaction between staff members and customers is often called:

A)the point of sales.
B)activity.
C)interpersonal communication.
D)the moment of truth.
E)the shopping experience.

Question 73

Packaging is an example of which component in the marketing mix?

A)Product
B)Price
C)Place
D)Promotion
E)Physical evidence

Question 74

Benefits are an example of which component in the marketing mix?

A)Place
B)Price
C)Product
D)Promotion
E)Physical evidence

Question 75

Internal marketing is a cross between:

A)human resources management and front of house staff.
B)human resources management and marketing.
C)marketing and finance.
D)human resources and finance.
E)accounting and marketing.

Question 76

Guarantees are an example of which component in the marketing mix?

A)Price
B)Place
C)Product
D)Physical evidence
E)People

Question 77

Employees who come into contact with customers are known as the:

A)face of the company.
B)extra staff.
C)back of house staff.
D)back office employees

Question 78

Location is an example of which component in the marketing mix?

A)Partnerships
B)Place
C)Processes
D)Physical evidence
E)Prices

Question 79

Emotional labour occurs in all of the following situations except when:

A)staff members must deal sympathetically with customer complaints.
B)a loan officer is trying to sell a mortgage to clients in an hour-long meeting.
C)an employer has to discipline an employee.
D)staff members who have worked a night shift must ignore their tiredness and be nice to customers.

Question 80

The Cornell Hospitality Quarterly lists all of the following as prerequisites for excellent service except:

A)a belief that everyone is 'on the same team, working towards the same goals'.
B)a perception that management goes out of its way to ensure that everyone feels equally included.
C)policies and procedures that make it easy to satisfy customers.
D)service with a smile.
E)effective training to support excellent customer service.