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Small changes in consumer demand can lead to considerable shifts in business product
demand and it referred to as the ____________.
A. Deceleration effect
B. Transverse effect
C. Modified effect
D. Acceleration effect
E. Steady state effect
When customers see the logo of McDougal's restaurant, they think of decent food
served quickly in a clean, family-friendly environment. This is an example of the
_______ role the brand plays for customers.
A. Reassurance
B. Education
C. Information conveyance
D. Invigoration
E. Benchmarking
Goods, in general, tend to be much more ___________ than services because once a
firm has invested in continuous process improvement and quality control in operations,
products flow off the line.
A. Flexible
B. Standardized
C. Homogenized
D. Durable
E. All of these
When advertising gets beyond a certain ad spending level and diminishing returns set in
this is called _____________.
A. Positioning
B. Advertising response function
C. Guarantee of desire
D. Advertising wearout
E. Maximum reach
Some schools take the approach that the primary customers for their business are
___________.
A. Students
B. Graduate schools
C. Parents
D. Companies that hire the students
E. None of these
One of the central concepts of the service-profit chain is to _______.
A. Have all members of the firm memorize the mission of the firm and be able to recite
it from memory
B. Create an environment in which all employees can be successful
C. Allow employees to play computer games at their work station when they are tired
D. Create elements of change within people to do things above what their capabilities
are
E. None of these
The best reason to use television media advertising is that it ___________.
A. Has a short shelf life
B. Appeals to multiple senses
C. Creates fleeting impressions
D. Has the benefit of din
E. Has high costs
It is said that B2B demand is more _____________ in general than B2C demand for
products or services.
A. Elastic
B. Bimodal
C. Inelastic
D. Systemic
E. Variable
The organizational structure used by most companies is ______________.
A. Targeted organization
B. Global product lines
C. Geographic region
D. Hybrid or matrix
E. Multinational
The Outback Steakhouse management team added pickup service because _________.
A. The team found dissatisfaction among customers with traditional fast food
B. It was easy to do
C. The ROI on pickup is better than providing service with a seat attached to it
D. The restaurants' revenues were declining and they needed a boost in sales
E. None of these
In the service-profit chain, customer satisfaction leads to customer ___________ that
carries with it retention, repeat business, and referral business.
A. Feedback
B. Profundity
C. Legality
D. Ethics
E. Loyalty
Companies that collude to set prices at a mutually beneficial high level are engaged in
_________.
A. Price discrimination
B. Deceptive pricing
C. Predatory pricing
D. Price fixing
E. Bait and switch
