75) Because a service is individually produced and is virtually unique, the service is said to have
A) liquidity.
B) coherence.
C) inseparability.
D) heterogeneity.
E) tangibility.
76) Dr. Thomas is a dentist practicing in Chicago. During a four-day stretch in March, it snowed
so heavily that not a single patient was able to visit him. Since none of the appointments took
place, he did not make any money in those four days, even though his normal expenses
remained. In this scenario, which characteristic of services most likely affected Dr. Thomas’
business?
A) tangibility
B) feasibility
C) durability
D) homogeneity
E) perishability
77) A characteristic of a service is that it is ________, since it cannot be stored and must be
consumed simultaneously with its creation.
A) durable
B) feasible
C) indelible
D) tangible
E) perishable
78) Levon, a hairstylist at a salon in Portland, styles his customers in various ways. His work
looks different on different people even though he has styled all of them. This unique character
of a service that is unique for every customer as it is individually produced is referred to as
A) tangibility.
B) separability.
C) durability.
D) heterogeneity.
E) divisibility.
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79) What is the largest services export of the United States, ranking behind only capital goods
and industrial supplies when all exports are counted?
A) automobile services
B) international tourism
C) banking services
D) research and development
E) education services
80) How do the vast majority of services enter a foreign market?
A) importing and exporting
B) smuggling and pirating
C) licensing, franchising, or direct investment
D) through brokers
E) through diaspora population
81) Which barrier faced by consumer service marketers is in force when a foreign market applies
a tariff on the service that is operating there?
A) trade protectionism
B) lack of transborder data flows restrictions
C) protection of intellectual property
D) religious requirements for adaptation
E) language translation barriers
82) Blue Lobster considered opening restaurants in China. However, the restaurant’s labor union
felt that since accepting tips by wait staff is considered in bad taste in China, they would face
considerable income loss. Therefore, they demanded to know how employees would be
compensated for this since a great portion of a typical wait staff person’s compensation comes in
the form of tips. Which barrier does a consumer services marketer face in this illustration?
A) protectionism
B) controls on transborder data flows
C) protection of intellectual property
D) cultural requirements for adaptation
E) language translation barriers
83) An insurance firm based in California had difficulty expanding its operations to Asian
markets as most of the target countries had strict regulations on sharing details about their
customers with the home office. The company had to obtain approval from its customers before
sharing their personal information with its U.S. office. Which barrier is most likely to have
affected the services of the insurance firm?
A) protectionism
B) control on transborder data flows
C) protection of intellectual property
D) cultural requirements for adaptation
E) language translation barriers
84) A name, term, sign, symbol, design, or combination used worldwide to identify goods or
services of one seller and to differentiate them from those of competitors is called a
A) copyright.
B) product mark.
C) global brand.
D) brand’s equity position.
E) trademark.
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85) A manufacturer of toiletries and cleaning products uses the name Home Helper, for most
products in their international markets. The name has created a universal appeal for its products
as customers identify their products with the name; hence, Home Helper can be regarded as a
________ brand.
A) retailer’s
B) shelf
C) store
D) global
E) dual
86) The ________ effect refers to the possibility that the place of manufacture may affect
product or brand image.
A) doppler
B) polar
C) transfer
D) misinformation
E) country-of-origin
87) A shoe manufacturer in the Philippines shipped its entire production to San Francisco and
then brought it back to the Philippines to market it as “Made in the U.S.” The manufacturer
believed that people would prefer buying products made in the U.S. rather than those
domestically produced. The factor that is influencing the perception of the customers in the given
scenario is called the ________ effect.
A) doppler
B) comparative advantage
C) country-of-origin
D) mass
E) placebo
88) Consumers have broad but somewhat vague stereotypes about specific countries and specific
product categories that they judge “best.” Which item would most likely not fit in the “best”
stereotype scheme?
A) English tea
B) Indian cars
C) French perfume
D) Chinese silk
E) Jamaican rum
89) In Russia, products are divided into two categories—“ours” and “imported.” This is an
example of
A) an autarky.
B) ethnocentrism.
C) theocentrism.
D) feudalism.
E) a closed economy.
90) Kroger grocery stores stock many food items that are sold under the brand name Simple
Truth®, which is sold exclusively in Kroger stores. This is an example of a ________ brand.
A) global
B) private
C) specialty
D) market.
E) retail
91) How has the increased presence of global competition changed business strategies in the
marketplace?
92) Compare and contrast the two ways consumers determine a product’s quality.
93) In the context of product adaptation, what is product homologation?
94) What are the five factors that influence product adaptation in new markets?
95) What is green marketing? How does it affect product development?
96) Everett Rogers noted that four crucial elements affect the diffusion of new ideas. What are
those elements?
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97) Describe the five characteristics of an innovation that assist in determining the rate of
acceptance or resistance of the market to a product.
98) What are the four barriers faced by consumer services marketers when they enter the global
market?
99) Define the term global brand. How are global brands important?
100) Define country-of-origin effect. How can a company overcome this effect?