If the goal of the pricing strategy is to reduce the amount of perceived risk associated
with the purchase and appeal to target markets that value certainty, then the appropriate
pricing strategy would be: a. relationship pricing
b. price bundling
c. mixed bundling
d. efficiency pricing
e. flat-rate pricing
The reason services have few search attributes is primarily attributed to: a.
inseparability
b. heterogeneity
c. intangibility
d. perishability
e. nonstandardization
Which of the following is not a communication objective during the maturity and
decline stages of the product life cycle? a. encourage repeat purchases
b. provide an ongoing contact with customers
c. prepare the way for personal selling efforts
d. express gratitude to the existing customer base
e. confirm past purchase decisions
Situational factors such as bad weather, catastrophe, and random events of over-demand
influence __________ levels. a. desired service
b. predicted service
c. ideal service
d. adequate service
e. derived expectations
Which of the following is NOT stated in SMART terms? a. specific
b. measurable
c. achievable
d. realistic
e. time-bound
Based on its current configuration, the cafeteria’s service cost per meal is: a. $42.00
b. $ .11
c. $ .46
d. $ 2.14
e. $ .62
________ occurs when the same communication message appeals to two diverse
market segments. a. Mistargeted communication
b. Communication mix
c. Communication expectations
d. Communication strategy
e. Selling communication
When a lawyer feels a conflict between what she is asked to do and her own
personality, orientation, or values she is experiencing ______ conflict. a. person/role
conflict
b. channel conflict
c. organization/client conflict
d. interclient conflict
e. horizontal conflict
The department within the firm that traditionally acts as an advocate for the
consumer is: a. finance
b. marketing
c. accounting
d. information systems
e. management
The primary solution to overcome the centralized mass production problems attributed
to inseparability is:
a. The careful selection of service employees.
b. The management of service consumers.
c. The use of multisite locations to distribute services.
d. The training of public contact personnel
e. Appealing to market segments with different demand patterns.
The component of a firm’s service quality information system that
assesses the firm’s and competitor’s service quality ratings is: a. solicitation of customer
complaints
b. customer focus group interviews
c. employee surveys
d. mystery shopping
e. total market service quality survey
The centralized mass production of services is difficult due to: a. inseparability
b. intangibility
c. homogeneity
d. perishability
e. heterogeneity
Discuss the major objectives of a service audit.
Discuss the reasons many customers never complain.
Describe the way managers from different functions need to change their thinking
because of the consumer inseparability model.
Please match the appropriate service feature with the marketing strategy suggested to
compensate for the marketing difficulties associated with the feature.a. intangibility b.
inseparability
c. heterogeneity d. perishability
Make adjustments between supply and demand to
achieve a balance between the two. __________
What is the first step in managing the service communication process?a. Selecting
target marke
b. Establishing communication objectives
c. Setting communication budget
d. Formulating positioning strategy
e. Establishing message
Discuss the special considerations about services during the consumption stage of the
consumer decision process.
Discuss the three sources of conflict for boundary-spanning service workers.
List the eight “principles of waiting.”
Please match the appropriate service feature with the marketing strategy suggested to
compensate for the marketing difficulties associated with the feature.a. intangibility b.
inseparability
c. heterogeneity d. perishability
Effectively manage consumers. __________