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347) Many nonprofit organizations use PSAs in their media planning. What does the acronym
PSA stand for?
A) public stakeholder agreement
B) promotional service amendment
C) public sustainability amendment
D) promotional setting announcement
E) public service announcement
348) Unlike tangible goods, many services depend on ________, one of the seven Ps of services,
for the creation and delivery of the customer service experience.
A) people
B) profitability
C) process
D) productivity
E) physical environment
349) Customers will often judge the ________ of the service experience based on the
performance of the people providing the service.
A) price
B) productivity
C) process
D) quality
E) physical environment
350) The appearance of the environment in which the service is delivered and where the firm and
customer interact can influence the customer's ________ of the service.
A) creation
B) branding
C) exploitation
D) life cycle
E) perception
351) The tangibles that make up the service, such as buildings, landscaping, vehicles,
furnishings, signage, brochures, and equipment, comprise which element of the seven Ps of
services marketing?
A) process
B) place
C) physical environment
D) productivity
E) product
352) Service firms can manage their physical environment to influence customers' perceptions
through
A) service delivery management.
B) relationship management.
C) customer experience management.
D) exposure management.
E) impression management.
353) The actual procedures, mechanisms, and flow of activities by which a service is created and
delivered is referred to as
A) process.
B) procedure.
C) productivity.
D) protocol.
E) plan.
354) In the seven Ps of services marketing, process is
A) the patented steps of service encounters that distinguish one service provider from another.
B) the licensed procedures that have met ISO 9000 guidelines for safety.
C) the procedures, mechanisms, and flow of activities by which the service is created and
delivered.
D) a protocol for behaviors and activities for people-based rather than technology-based services.
E) the decisions consumers' make during the purchase of services.
355) In the seven Ps of services marketing, process involves not only "what" is created but also
A) "if" it is created.
B) "how" it is created.
C) "when" it is created.
D) "for whom" it is created.
E) "why" it is created.
356) Most services have a limited capacity due to the ________ of the service from the service
provider and the perishable nature of the service.
A) inventory
B) inconsistency
C) intangibility
D) incompatibility
E) inseparability
357) Integrating the service component of the marketing mix with efforts to influence consumer
demand is referred to as
A) customer experience management.
B) internal marketing.
C) product management.
D) capacity management.
E) seven Ps of services marketing.
358) Capacity management refers to
A) integrating the service component of the marketing mix with efforts to influence consumer
demand.
B) when the service provider is available but there is no demand.
C) charging different prices during different times of the day or during different days of the week
to reflect variations in demand for the service.
D) the practice of changing prices for services in real time in response to supply and demand
conditions.
E) the operating cost per hour per employee or technology subtracted from the revenue generated
by each full-time employee equivalent.
359) Service organizations must manage the availability of the offering so that ________ and the
organization's assets are used in ways that will maximize the return on investment (ROI).
A) marginal costs exceeds marginal revenues
B) service encounters can identify planning gaps
C) demand matches capacity over the duration of the demand cycle
D) the price elasticity of demand is unitary
E) the service experience is consistent with the sharing economy standards of the organization's
industry
360) Justin's is the ________ for a nut butter created by Justin Gold and now owned by Hormel.
A) copyright
B) operational identifier
C) patent
D) brand name
E) label
361) An early breakthrough for Justin's was offering its nut butter product in squeeze packs, a
low risk to try and very convenient. The packaging in this case mostly likely offers which type of
benefits?
A) functional benefits
B) perceptual benefits
C) communication benefits
D) technology benefits
E) sustainability benefits
362) Though Justin's is most known for its nut butters and peanut butter cups, it has also released
a cookbook titled Justin My Kitchen. The cookbook is an example of ________ for Justin's.
A) a brand extension
B) a product line extension
C) cannibalization
D) private branding
E) mixed branding
363) Skippy, a peanut butter brand like Justin's, both owned by Hormel, is in the ________ stage
of the product life cycle, with marketing strategies that include creating PB Bites, finding new
consumers through online channels, and positioning the product as a source of protein.
A) introduction
B) growth
C) maturity
D) decline
E) accelerated development
364) Hormel owns a variety of brands, including Jennie-O, Muscle Milk, Skippy, and Justin's.
For these brands, Hormel uses a ________ strategy.
A) co-branding
B) multibranding
C) multiproduct
D) mixed brand
E) private branding
365) Justin's nut butter packaging includes a label with the number of grams of protein it offers
on the front, as well as complete nutritional facts on the back. The packaging in this case mostly
likely offers which type of benefits?
A) functional benefits
B) perceptual benefits
C) communication benefits
D) technology benefits
E) sustainability benefits
366) A ________ at Justin's is responsible for a category such as nut butters or butter cups. He or
she develops all elements of that brand, from the promotional strategy, to everyday pricing, to
working with the sales team.
A) chief marketing officer (CMO).
B) brand manager.
C) marketing manager.
D) category manager.
E) sales manager.
367) Identify and describe the stages of the generalized product life cycle. For each stage,
specify the marketing objective a firm should attempt to achieve.
368) Explain the difference between primary demand and selective demand.
369) Describe the decline stage of the product life cycle. Explain the two strategies a company
might employ if its product were in the decline stage of its product life cycle.
370) How long is a product life cycle? What determines its length?
371) What are the five shapes that a product life cycle can take? For each type, describe (as an
option, draw) its characteristics.
372) Describe the concept of diffusion of innovation. Identify the category and incidence in the
population for each product adopter.
373) Compare the three ways to manage a product through its product life cycle.
374) Explain the difference between trading up and trading down when repositioning a product.
375) For more than 30 years, Starkist put 6.5 ounces of tuna into its regular-sized can. Today,
Starkist puts only 6.125 ounces of tuna into the same-size can but charges the same price.
Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent
without lowering the price. There are two sides to the ethical argument about this practice: that
of consumer advocates and that of manufacturers. What is the practice called and what is the
basic position of each side?
376) Describe a brand name and explain how it benefits a consumer.
377) Define brand equity. List the four sequential steps used to develop brand equity. Which step
is the most difficult?
378) What six criteria are mentioned most often in selecting a good brand name? Give an
example of a brand name that illustrates each criterion.
379) Identify and describe the four branding strategies that product and brand managers use.
380) What is multiproduct branding? What are its advantages? Disadvantages?
381) What is the difference between multiproduct branding and multibranding strategies? What
advantages are offered by each of these two approaches?
382) Explain how packaging provides communication, functional, and perceptual benefits for
manufacturers, retailers, and consumers.
383) A billboard showed simply the shape of a bottle. Typically consumers were able to tell that
the ad was for Coca-Cola. Why were consumers able to identify the brand? Specifically, what
packaging benefit does Coca-Cola use?
384) Explain the importance of branding for service marketers.
385) What role does price play in the managing of services?
386) What role do people play in the managing of services?
