MKT EXAM 3 QUIZ – Flashcards

Marketers have more trouble promoting tangible goods than intangible services. T/F

Goods tend to be less standardized and uniform than services because they have greater heterogeneity T/F

Marketing services is more challenging than marketing goods because: a. of the unique characteristics of services, which includes intangibility, inseparability, heterogeneity, and perishability. b. consumers and business users can easily evaluate the quality of services. c. services tend to exhibit less experience and credence qualities. d. all service providers compete against each other, but firms selling tangible goods complement each other.

According to the gap model of service quality, which of the following is true of gap 1? a. It results from a lack of understanding or a misrepresentation of customers' needs, wants, or desires. b. It results from management's inability to translate customers' needs into delivery systems within the firm. c. It can result in misleading or deceptive advertising campaigns promising more than the firm can deliver. d. It can be corrected by training employees so that they know what management expects and encouraging teamwork.

David and Kathy like to take their young son, Chaz, to Moe's Southwestern Grill for lunch after church every Sunday. While they like to eat at Moe's at any time, Sunday is particularly good because it is "kids eat free" day at the restaurant. Until Moe's began this attractive offer, Sundays were very slow. Now it is one of the busiest days of the week for the restaurant. This strategy was a way to contend with the service characteristic of:

When a firm develops structural bonds with its customers by offering unique value added services, it is operating at the weakest level of relationship marketing. T/F

_____, one of the components on which customers evaluate service quality, refers to the knowledge and courtesy of employees and their ability to convey trust. a. Empathy b. Responsiveness c. Assurance d. Reliability

Intensive distribution is a form of distribution aimed at minimum market coverage. T/F

Retailers simplify distribution by cutting the number of transactions required by consumers, making an assortment of goods available in one location.

A__________channel enables a consumer to return a product when it reaches the end of its useful life.

Indigo Blue Inc. is a distributor of equipment, component parts, and supplies in the United States. It has an ownership title to all its products. These products are stocked in both national and regional warehouses to guarantee product availability and quick service to the many manufacturers who are its customers. Based on this information, Indigo Blue Inc. is an example of a(n)__________.

Delta Company recruits and trains college students to sell educational reference books, software, and children's books door-to-door. This form of retailing is called: a. direct retailing. b. online retailing. c. off-price retailing. d. in-store retailing.

. Which of the following is true of specialty stores? a. They offer consumers very limited service and carry a vast assortment of well-known, nationally branded goods such as toys, housewares, and clothing. b. They price products lower than specialty discount stores. c. They carry a wide range of products and specialty goods, including apparel, cosmetics, housewares, electronics, and sometimes furniture. d. They carry a deeper but narrower assortment of merchandise within a single category of interest.

Tre' wanted to buy a football immediately. He placed an order on Duke.com, an online portal for sports goods, and dropped in at its nearest physical store to collect it. This scenario is an example of _____. a. microtargeting b. click-and-collect c. shopper marketing d. retail channel omnification

Two popular beverage manufacturing companies in different countries merge together to gain strategic advantages. The merger gives each brand access to a significantly larger market. To effectively reach both markets, the merged company needs to coordinate its promotional mix to produce a consistent, unified, and customer-focused message. In other words, the company needs to use:

Wild Plus, a television channel dedicated to wildlife, organizes promotional events in several shopping malls across the city to promote its new wildlife adventure series. Articles about the new program are also published in local newspapers. Therefore, Wild Plus is engaged in: a. promoting sales. b. generating publicity. c. personal selling. d. implicit communications.

20. Advent Automobiles Inc. launches a new sport utility vehicle. The company places advertisements in leading newspapers and social media sites to reach out to consumers. In the context of the communication process, Advent Automobiles Inc. is the _____. a. sender b. decoder c. informer d. receiver

AIDA

Corporations often use advocacy advertising to express their views on controversial issues T/F

Why do brands with a large market share spend proportionally less on advertising compared to brands with a small market share? a. Diminishing returns set in beyond a certain level of spending for advertising. b. Certain industries have a practice of spending more for sales than for advertising. c. A minimum level of exposure is required for advertising to have an effect on sales. d. Advertising will not stimulate economic growth for the industry.