51. __________ qualities are those attributes that may be evaluated prior to purchase, as the customer learns
about the competitive offerings.
a. Credence
b. Experience
c. Search
d. Product
52. The color of a pair of socks is an example of a(n) __________ quality.
a. credence
b. experience
c. search
d. product
53. __________ attributes are those that require some trial or consumption before evaluation.
a. Search
b. Product
c. Credence
d. Experience
54. __________ qualities are those that are difficult to judge even post-consumption.
a. Product
b. Search
c. Experience
d. Credence
55. __________ are dominated by search and experience qualities.
a. Goods
b. Services
c. Purchases
d. Products
56. __________ are mostly comprised of experience and credence qualities.
a. Products
b. Services
c. Purchases
d. Goods
57. A doctor’s professional services are dominated by __________ elements.
a. product
b. search
c. experience
d. credence
58. An example of a complex good is a car, and an example of a simple service is a(n)
a. sock.
b. accountant.
c. hotel.
d. laptop.
59. Services can be
a. produced and consumed simultaneously.
b. easier to price than goods.
c. inventoried.
d. manufactured.
60. Goods are
a. produced and consumed simultaneously.
b. made to meet quality standards.
c. variable.
d. created on the spot.
61. What has consequences in the interaction between the service provider and the customer?
a. the inseparability of production and consumption
b. the perishability of the item
c. the age of the customer
d. the elasticity of demand
62. When customers interact with technology and machines, the variability of the service encounter is reduced
by
a. the standardization of equipment.
b. the customer’s preferences.
c. societal norms.
d. complexity.
63. Services are said to be more __________ than goods.
a. durable
b. tangible
c. inseparable
d. variable
64. Self-service is advancing in many industries wherein a __________ interacts with __________.
a. customer, a customer service rep
b. service provider, the manufacturer
c. customer, technology
d. manufacturer, technology
65. Bad variability involves
a. customization.
b. errors in the system.
c. simple products.
d. manufacturing tolerances.
66. The most successful example of self-service is
a. airport check-in.
b. banking.
c. the Internet.
d. online shopping.
67. As Chris arrives at the airport, he decides that instead of waiting in line to check-in he will use the
automated check-in kiosk. He types in the information requested by the kiosk and his boarding pass is printed
within seconds. This exemplifies the growing trend of
a. customer service.
b. self-service.
c. customer intimacy.
d. operational excellence.
68. The online purchase is a mix of
a. purchasers.
b. professional services.
c. qualities.
d. goods and services.
69. What does good variability consists of?
a. errors in the system, logistics, and human resources
b. the customization and tailoring of the service delivery for the customer’s unique needs
c. a service provider representing the company
d. advancing in many industries wherein a customer interacts with technology, banking, airport check-in,
etc.
70. It is helpful to think of goods and services as
a. existing along a continuum.
b. similar.
c. different.
d. comprised of both logistics and tangible items.
71. The central element of what is purchased is called the “core,” and anything bought on top of that is called
what?
a. promotions
b. goods
c. value-addeds
d. extras
72. Jeni starts a new job as a lab assistant, but the lab is located on the other side of town. When she decides
where to purchase a car, her main concern will be the
a. staff she interacts with at the company.
b. cars the company is selling.
c. service plan provided for purchases.
d. financing the company offers.
73. What mistake can companies make when they define their core business?
a. being myopic
b. seeing the big picture
c. being too strategic
d. being too technical
74. When can core businesses change?
a. when customers demand it
b. when a firm updates its software
c. when a firm’s competencies change
d. when a firm outsources
75. What is the core service of the Cincinnati Reds, a major league baseball team?
a. a way for people to spend time with their family
b. the TV coverage of the games
c. the experience
d. the ball game
76. The definition of a company’s core business is similar to
a. a goal statement.
b. a code of conduct.
c. the industry.
d. a mission statement.
77. How can product lines vary?
a. breadth and width
b. time
c. space
d. breadth and depth
78. A __________ is comprised of several product lines.
a. product mix
b. marketing mix
c. company
d. service
79. Alpha Company makes items you typically see in a drug store. If it makes toothpaste, which of the
following would be expansion in the depth direction?
a. beauty
b. floss
c. shampoo
d. tanning spray
80. Beta Company makes items you typically see in a golf specialty store. It already makes golf balls. Which of
the following would be an expansion in the breadth direction?
a. golf bags
b. golf clubs
c. soccer balls
d. golf shoes
81. Explain what a product is. Give examples.
82. Explain the marketing exchange.
83. What are the questions that arise during the marketing exchange? Make sure to give examples from each
side of the exchange.
84. How do goods differ from services?
85. Explain the differences in the three types of qualities associated with goods and services.
86. Which is more dominated by search and experience qualities—goods or services? Which is more dominated
by experience and credence qualities? What are the marketing implications due to these differences?
87. Explain the perishability of services and give an example.
88. Discuss the concept of self-service and how it allows marketers to reduce variability. Explain good versus
bad variability in service encounters.
89. Explain what is meant by core and value-added and give an example of how this applies to the purchase of a
car.
90. Which product line strategy is least efficient?