Question 1

Which of the following product offerings is intangible?
A)fish for an aquarium
B)refillable ink cartridges for a computer printer
C)a mink coat
D)a meal at a fast-food restaurant
E)a limousine ride

Accepted Answer

A limousine ride is intangible as it cannot be touched, tasted, or smelled. It is a service that provides an experience to the customer.

Question 2

Idea marketing could be about all of the following EXCEPT which one?
A)gaining a market share for a concept
B)communicating a philosophy
C)encouraging a change in people's beliefs
D)encouraging a change in people's actions
E)promoting a specific product for profit

Accepted Answer

All of the other options (gaining a market share, communicating a philosophy, encouraging a change in beliefs or actions) are examples of idea marketing. Promoting a specific product for profit is not an example of idea marketing, but rather product marketing.

Question 3

Developing a new product to meet the minimum qualifications of an unmet need is integral to the ________ approach to marketing.
A)social
B)pure selling
C)product fulfillment
D)market fulfillment
E)product improvement

Accepted Answer

The approach described in the question is focused on meeting an unmet need through the development of a new product. This aligns with the concept of market fulfillment, which involves identifying and meeting the needs of a target market through product development and other marketing strategies. The other choices do not fully capture this approach, as they may be more focused on social impact, pure selling tactics, product improvements, or simple fulfillment of existing product offerings.

Question 4

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?
A)lower entree prices between 4 p.m.and 6 p.m.
B)provide clean tablecloths and cloth napkins for each new customer
C)empower employees to handle customer complaints
D)offer a service guarantee to ensure customers that food quality will be consistent
E)offer regular employee workshops focusing on customer service

Accepted Answer

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

Question 5

What strategy would a marketer most likely use to promote something that cannot be seen,has no smell,and cannot be felt?
A)idea marketing
B)place marketing
C)people marketing
D)relationship marketing
E)one-to-one marketing

Accepted Answer

Idea marketing focuses on promoting an intangible concept or idea rather than a physical product. This strategy would be the most appropriate for promoting something that cannot be seen, has no smell, and cannot be felt. Marketers would need to create a strong message and communicate it effectively through advertising, public relations, and other promotional tactics to generate interest and engagement with the idea.

Question 6

In 2003,Home Depot's 40 Arizona stores participated with the Arizona Department of Water Resources and the cities of Phoenix,Mesa,and Scottsdale in a $1.8 million "Water,Use It Wisely" campaign.This is an example of ________.
A)place marketing
B)social networking
C)people marketing
D)idea marketing
E)societal benefit marketing

Accepted Answer

The campaign "Water, Use It Wisely" is an example of idea marketing because it promotes a concept or idea (efficient water use) rather than a specific product or service.

Question 7

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.
A)perishability
B)variability
C)creativity
D)personalization
E)responsiveness

Accepted Answer

The variability characteristic of service refers to the fact that services are highly dependent on the person providing them, and can vary from one performance or interaction to another. In this case, the band's performance was inconsistent from one night to the next, due to the fact that it was influenced by different factors each time.

Question 8

A physician might deal with potential problems associated with the ________ characteristic of services by providing physical cues such as her medical diplomas hanging on the wall of the examining room.
A)intangibility
B)perishability
C)variability
D)inseparability
E)personalization

Accepted Answer

Intangibility refers to the fact that services cannot be touched, tasted, or seen like a physical product. To overcome this challenge, physicians can provide physical cues such as medical diplomas on the wall, certificates, and awards displayed in the office to create a tangible representation of their qualifications and expertise.

Question 9

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?
A)intangibility
B)perishability
C)personalization
D)variability
E)inseparability

Accepted Answer

Perishability refers to the temporary nature of services and the fact that they cannot be stored or saved for later use. In Christopher's case, his storage space is only in demand during the summer months and cannot be stored or saved for later use, resulting in an off-season where the storage space is unoccupied and he loses money.

Question 10

An agent for an actor presents a client's qualifications to potential movie production companies until one company responds positively to the actor.This is an example of the ________ approach.
A)product improvement
B)market fulfillment
C)total quality management (TQM)
D)pure selling
E)relationship marketing

Accepted Answer

The given scenario is an example of the pure selling approach, as the agent is primarily focused on promoting or selling the client's acting abilities to movie production companies to secure work opportunities. There is no mention of product improvement or TQM, and while relationship marketing could play a role in developing ongoing connections with production companies, the focus of the scenario is on closing a single sale with one company. Market fulfillment is not a recognized approach in the marketing field.

Question 11

Political candidates often hire image consultants who tell them what clothes to wear,how to wear their hair,and how to act in front of a crowd of people.Political candidates who use image consultants to help them market themselves to the voters are using which of the following strategies?
A)brand extension
B)market development
C)diversification
D)product improvement
E)pure selling

Accepted Answer

Political candidates using image consultants to improve how they present themselves to voters are essentially working on improving their "product" - in this case, their personal image and appeal, which aligns with the concept of product improvement.

Question 12

Which of the following is NOT an example of a service encounter?
A)a nurse listening to a patient's heart rate
B)a potential customer using a search engine to locate a business
C)a customer checking into a hotel
D)a student attending a tutoring session
E)a mechanic telling a customer what is wrong with his car

Accepted Answer

Using a search engine to locate a business is not a direct interaction with a service provider, making it not an example of a service encounter. The rest of the options involve a direct interaction between a customer and a service provider, whether it's through face-to-face communication or through a service being performed.

Question 13

________ strategies regard a city,state,country,or other locale as a brand.
A)Social marketing
B)Idea marketing
C)Place marketing
D)Service marketing
E)Green marketing

Accepted Answer

Place marketing strategies focus on promoting and branding a specific location or destination, such as a city or country, to attract visitors and investment. This can include promoting a city's unique culture, attractions, and amenities to establish a positive image and reputation.

Question 14

Modifications to certain characteristics of what is being marketed are integral to the ________ approach.
A)pure selling
B)product improvement
C)market improvement
D)product fulfillment
E)market fulfillment

Accepted Answer

The product improvement approach involves modifications to the product being marketed, such as changing features, improving quality, or adding new functions. This approach focuses on enhancing the product in order to increase its appeal to consumers, which can ultimately lead to increased sales and market share.

Question 15

Political consultants market politicians when they "package" candidates who then compete for "market share" as measured by ________.
A)purchases
B)market fulfillment
C)credence qualities
D)votes
E)social networking

Accepted Answer

Political consultants market candidates in order to win elections, and the ultimate measure of success in an election is the number of votes a candidate receives. Therefore, the success of a political consultant's marketing campaign is measured by their ability to help their candidate garner the most votes, making D the best answer.

Question 16

In 2001,the United Methodist Church budgeted $4 million for ads to encourage former church members to return to church.This ad campaign is an example of ________.
A)product improvement
B)market fulfillment
C)place marketing
D)people marketing
E)idea marketing

Accepted Answer

The answer of In 2001,the United Methodist Church budgeted $4...

Question 17

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.
A)perishability
B)intangibility
C)creativity
D)inseparability
E)personalization

Accepted Answer

The characteristic of services that is related to the inseparability of the service provider and the service experience is addressed by this training program, because it aims to equip employees with the necessary skills to handle different service encounter scenarios effectively.

Question 18

An advertisement for the Blue Ridge Parkway (a highway)that runs from the Shenandoah Valley to the Smokey Mountains describes the highway as a "trip back in time." This is an example of ________.
A)idea marketing
B)place marketing
C)social marketing
D)services marketing
E)the market fulfillment approach

Accepted Answer

The advertisement is promoting a physical place, the Blue Ridge Parkway, as a destination for tourists. This falls under the category of place marketing, which promotes a location or destination to attract visitors. The description of the parkway as a "trip back in time" is a way to appeal to people's nostalgia and desire for a simpler, more rustic experience.

Question 19

Which of the following is NOT a trend that is expected to provide new opportunities for marketers of services?
A)changing demographics
B)declining levels of patriotism
C)technological advances
D)proliferation of information
E)globalization

Accepted Answer

Declining levels of patriotism is not a trend that is expected to provide new opportunities for marketers of services. The other options, changing demographics, technological advances, proliferation of information, and globalization, are all trends that are likely to present new opportunities for marketers of services.

Question 20

Which of the following is a service industry in the United States that is likely to see growth due primarily to demographic changes?
A)living assistance for seniors
B)babysitting services for baby boomers
C)health services for medical tourists
D)technology consulting for businesses
E)database services for businesses

Accepted Answer

As the population of seniors in the United States grows, there will be an increased demand for living assistance for seniors, such as nursing homes and assisted living facilities. This is likely to lead to growth in the senior care service industry.

Quiz 12: Delivering the Customer Experience: Bricks and Clicks

Which of the following product offerings is intangible?

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

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

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?

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

In 2003,Home Depot's 40 Arizona stores participated with the Arizona Department of Water Resources and the cities of Phoenix,Mesa,and Scottsdale in a $1.8 million "Water,Use It Wisely" campaign.This is an example of ________.

A physician might deal with potential problems associated with the ________ characteristic of services by providing physical cues such as her medical diplomas hanging on the wall of the examining room.

An agent for an actor presents a client's qualifications to potential movie production companies until one company responds positively to the actor.This is an example of the ________ approach.

Political candidates often hire image consultants who tell them what clothes to wear,how to wear their hair,and how to act in front of a crowd of people.Political candidates who use image consultants to help them market themselves to the voters are using which of the following strategies?

Which of the following is NOT an example of a service encounter?

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

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

Political consultants market politicians when they "package" candidates who then compete for "market share" as measured by ________.

In 2001,the United Methodist Church budgeted $4 million for ads to encourage former church members to return to church.This ad campaign is an example of ________.

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.

An advertisement for the Blue Ridge Parkway (a highway) that runs from the Shenandoah Valley to the Smokey Mountains describes the highway as a "trip back in time." This is an example of ________.

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

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