One of the advantages of niche media is it often allows marketers to
A. reach a larger audience than mass media.
B. use major events like the Super Bowl.
C. focus on narrow audience segments.
D. sell cooperative advertising space to cosponsors.
E. spend fewer advertising dollars.
Answer:
Four Winds Art Gallery recently began offering appraisals of customers’ art collections,
in addition to continuing to sell paintings. Four Winds is
A. expanding from offering just services to also offering goods.
B. implementing a market segmentation strategy.
C. capturing value through multiple pricing strategies.
D. expanding from offering just goods to also offering services.
E. increasing customer value through inflated appraisal evaluations.
Answer:
Henriette offers financial counseling and management on a fee-only basis. She has
found that different customers are willing to pay different rates for her services. This
shows that her pricing decisions should depend primarily on
A. choosing an average price that she will charge all her clients.
B. changes in technology allowing consumers to manage their own affairs.
C. how different customers perceive the value of her services.
D. changes in the economy.
E. how much her competitors charge for similar services.
Answer:
In most countries, __________ is(are) among the largest purchasers of goods and
services.
A. the largest retailer
B. the central government
C. construction firms
D. the intelligence agency
E. hospitals
Answer:
Training service providers to know exactly what a “good job” entails is setting service
A. knowledge.
B. quality.
C. delivery.
D. standards.
E. empowerment.
Answer:
Dan is especially price sensitive. He has been known to line up on “Black Friday” (the
day after Thanksgiving) at 4 a.m. to be among the first to buy sale items. Dan would
likely respond to a(n) _______ pricing strategy.
A. high/low
B. premium
C. price skimming
D. slotting
E. uniform
Answer:
After observing a customer verbally abuse a server, the first thing a manager can do to
ensure quality service is to
A. throw the customer out of the restaurant.
B. assume the server provoked the attack and respond accordingly.
C. provide emotional support to the server.
D. review the delivery support system.
E. make sure services delivery expectations are consistent and coherent throughout the
organization.
Answer:
As purchasing manager for Avalon Electronics, Carrie is required to submit a vendor
performance analysis every three months. To meet this requirement, Carrie will most
likely
A. interview vendors and seek their feedback.
B. specify and weigh performance factors and score the vendors.
C. develop an RFP for vendor analysis.
D. recruit new suppliers.
E. use a modified rebuy vendor form.
Answer: