1.A product line can also be lengthened by adding more items within the present range. There are several motives for line filling: ________, trying to satisfy dealers who complain about lost sales because of missing items in the line, trying to utilize excess capacity, and others. (Points : 5) responding to senior management wishes responding to consumer wishes reaching for incremental profits reaching for incremental capacity responding to sales-force demands2.Differentiating on ________ is important for companies with complex products and becomes an especially good selling point when targeting technology novices. (Points : 5) delivery ordering ease ease of installation customer consulting repairability3.There is a(n) ________ where consumer perceptions on a service dimension would be deemed satisfactory, anchored by the minimum level consumers would be willing to accept and the level that customers believe can and should be delivered. (Points : 5) empathy zone of tolerance zone of forgiveness perceived forgiveness value definition4.Companies may wish to implement a(n) ________ to achieve more growth, to realize higher margins, or simply to position themselves as full-line manufacturers. (Points : 5) up-market stretch down-market stretch service-market stretch consulting-model stretch obsolescence strategy5.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 credence6.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 above7.________ 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 consulting8.Classes of services can be branded vertically on the basis of ________. (Points : 5) popularity and price cost of providing the service price and quality price and frequency target return on investment9.Excellent service companies know that ________ employee attitudes will promote stronger customer loyalty. (Points : 5) accommodating nonthreatening neutral negative positive10.Marketers have traditionally classified products on the basis of three characteristics: ________, tangibility, and use. (Points : 5) customer value hierarchy expected augmented durability none of the above11.Sometimes companies achieve differentiation through the sheer range of its service offerings and the success of its ________ efforts. (Points : 5) pricing cross-selling advertising sales representatives’ none of the above12.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 hierarchy13.In the context of holistic marketing, ________ describes the normal work of preparing, pricing, distributing, and promoting the service to customers. (Points : 5) internal marketing correlated marketing external marketing integrated marketing universal marketing14.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 above15.Services differ as to whether they meet a personal need or a ________. (Points : 5) quality need production need business need functional need customer need16.Many sellers offer either general or specific guarantees. Guarantees reduce the buyer’s ________ risk. (Points : 5) actual perceived real implied stated17.________ occurs when a company lengthens its product line beyond its current range. (Points : 5) Market reach Product reach Product adaptations Line shrinking Line stretching18.Service firms can design ________ and information programs so that consumers learn more about the brand than the information they get from the service encounter alone. (Points : 5) advertising campaigns marketing measures ad agencies marketing communications marketing strategy19.Developing brand strategies for a service requires special attention to choosing brand elements, establishing image dimensions, and ________. (Points : 5) developing a marketing niche developing an advertising campaign devising a branding strategy developing differentiation none of the above20.Service marketers frequently complain about the difficulty of ________ their services. (Points : 5) marketing diffusing differentiating developing designing

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