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Treating employees as customers and developing systems and benefits that satisfy their
needs is called ________.
A. Marketing for profit
B. Internal consistency
C. Market orientation
D. Internal marketing
E. All of these
A service blueprint is a concept borrowed from manufacturing that allows a service firm
to ___________.
A. Map out a complete design and flow of all the activities related to customer service
B. Map out the route that service people follow when they leave in the mornings (i.e.,
truck delivery service)
C. Tell who in the organization is performing beyond expectations and is used for
bonuses
D. Measure customers' perceptions of service expectations
E. None of these
There are many variables in demographic segmentation, but _____________ is the
most accurate statement about demographic segmentation.
A. Income, education, and occupation are very closely correlated
B. Income is the most important variable to know about someone
C. Age is usually not a factor in segmentation
D. The youth culture is the most important segmentation variable
E. It is easy to segment the middle strata using social class segmentation
When it is said that a market can be reached, it means that _______.
A. The market can be reached by transportation
B. The market can be reached by language
C. The market can be reached by technology
D. The market can be reached by communication
E. All of these
________ must be in place from the outset of the planning process that specify the
timing, procedure, and people who will monitor the progress toward the firm's
marketing goals and objectives.
A. Monitors
B. Controls
C. Cross-functional teams
D. Management
E. Fail safes
Employees in the service-profit chain are given training, recognition, and tools to serve
the customer. This leads to employee ______________.
A. Satisfaction
B. Retention
C. Productivity
D. Satisfaction, Retention, and Productivity
E. None of these
The face-to-face time between customer and service provider is often called the
________. Most customer judgments take place at this time.
A. Goal line stand
B. Moment of truth
C. Moment of momentum
D. Service ROI
E. None of these
Strategic marketing refers to __________________.
A. A firm's committing to long-term growth through internal focus on production and
customer satisfaction
B. Working with competitors, when appropriate, and with suppliers
C. Understanding the market, competitors, and other external forces, and focusing on
internal capabilities to plan for the future
D. Making a nonwavering commitment on which customers to serve
E. Studying promotion, distribution, delivery, and production
The Internet has made it easy for customers to access information and disinformation,
post their opinions, and read other people's opinions. From a marketer's point of view,
this has caused _______.
A. A shift to product glut and customer shortage
B. A shift in generational values and preferences
C. A shift in power from marketers to consumers
D. A shift to demanding return on marketing investment
E. A shift to distinguishing Marketing (Big M) from marketing (little m)
JetBlue developed a(n) __________ in response to the service meltdown from a severe
snowstorm in New York.
A. Customer contact information form
B. Customer bill of rights
C. New complaint form
D. Employee training program aimed at disasters and how to not lose bags
E. None of these
John's beliefs, attitudes, and behaviors are influenced by his friends. His friends can be
identified as a(n) ____.
A. Leading group
B. Reference group
C. Influential group
D. Association group
E. None of these
Baby boomers represent a huge segment of the population. There is some evidence that
they, in their own minds, do not think they age. This is an example of _______.
A. Lack of aging
B. Age discrimination
C. Ethical dilemmas in segmentation through the calling of baby boomers older
D. Difference between chronological age and attitudinal age
E. Aging diagnostics of different groups of people
_____________ is the period during which a customer interacts in any way with a
service provider.
A. Service encounter
B. Moment of truth
C. Service period
D. Service quality
E. None of these
___________ approach to advertising execution uses an animated character or an
animal in the ads. An example is the GEICO Gecko.
A. Animation and animal
B. Fantasy creation
C. Musical
D. Mood/affect
E. Humor
Priceline.com is a firm that serves as a clearinghouse for extra capacity from airlines,
hotels, and cruise lines. It is a prominent example of a firm that uses _____ strategy.
A. Cost-plus pricing
B. Price war
C. Reverse auction
D. Average-cost pricing
E. Target return pricing
In the final stage of the maturity phase of the PLC, the market _______.
A. Picks up steam as it moves to the decline stage
B. Begins to feel the pressure of overcapacity and the market starts to lose customers
C. Begins to see price-only buyers move in and challenge existing producers to add
more features to the product
D. Begins to feel the pressure of global manufacturing and moves to go international
E. None of these
______ portrays ways a product will connect with a target customer's lifestyle. An
example is Dodge Ram pickup trucks navigating through the back roads of America.
A. Mood/affect
B. Humor
C. Slice of life
D. Demonstration
E. Lifestyle
