Marketing Management Exam
Questions
Course Introduction
Marketing Management is a comprehensive course designed to introduce students to the fundamental concepts and practices of marketing in todays dynamic business environment. The course covers key topics such as market analysis, consumer behavior, segmentation, targeting and positioning, product development, pricing strategies, promotion, and distribution channels. Students will learn how to develop effective marketing strategies, apply critical thinking to marketing problems, and understand the role of marketing in achieving organizational objectives. Through case studies, group projects, and real-world applications, the course equips students with the skills needed to plan, implement, and evaluate marketing initiatives in a variety of contexts.
Recommended Textbook Services Marketing Concepts Strategies and Cases 5th Edition by K. Douglas Hoffman
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Chapter 1: An Introduction to Services
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Q1) Which of the following could NOT be included in the airline molecular model?
A)long-term parking
B)financing arrangements
C)rental car availability
D)gate attendants
E)baggage handlers
Answer: B
Q2) General Motors,the manufacturing giant's,largest supplier is:
A)Blue Cross-Blue Shield Insurance
B)GMAC Financing
C)a parts supplier
D)a legal firm
E)a trucking company
Answer: A
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Chapter 2: The Services Sector: Supersectors and Ethical
Considerations
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Sample Questions
Q1) Consumer participation in production increases opportunities for ethical misconduct by service providers because:
A)it increases opportunities for coercive influence strategies used by the service provider.
B)the service provider is not under the direct supervision of a manager.
C)the customer's participation voids any guarantees.
D)of the time lapse between participation and results.
E)of increased search attributes.
Answer: A
Q2) Discuss how the term materialismo snobbery is related to service wages.
Answer: Materialismo snobbery reflects the belief that without manufacturing there will be less for people to service and more people available to do service work.
.As a result,the supply of labor will go up as the demand for labor goes down,which will drive wages down.
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4
Chapter 3: Fundamental Differences Between Goods and Services
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Sample Questions
Q1) Services are characterized by all of the following characteristics except:
A)intangibility.
B)homogeneity.
C)perishability.
D)inseparability.
E)heterogeneity.
Answer: B
Q2) Which of the following strategies increases the supply of service available to consumers?
A)increasing consumer participation
B)using creative pricing strategies
C)using reservation systems
D)developing complimentary services
E)developing nonpeak demand
Answer: A
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Chapter 4: Serviced Consumer Behavior
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Sample Questions
Q1) Discuss the special considerations about services during the postchoice stage of the consumer decision process.
Q2) Co-producer risk is directly related to the concept of:
A)intangibility.
B)heterogeneity.
C)inseparability.
D)perishability.
E)nonstandardization.
Q3) Which of the following formulas correctly illustrates the expectancy confirmation theory?
A)Confirmation = Customer satisfaction Perceptions Expectations
B)Customer satisfaction = Perceptions Expectations
C)Customer satisfaction = Perceptions Expectations
D)Customer satisfaction = Perceptions + Expectations
E)Confirmation = Customer satisfaction Expectations
Q4) Discuss the special considerations about services during the consumption stage of the consumer decision process.
Q5) Discuss the special considerations about services during the prepurchase stage of the consumer decision process.
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Chapter 5: The Service Delivery Process
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Sample Questions
Q1) The positioning strategy that increases complexity by adding more services and/or enhancing current services to capture more of the market is referred to as:
A)niche positioning strategy.
B)volume-oriented positioning strategy.
C)specialization positioning strategy.
D)penetration strategy.
E)market diversification strategy.
Q2) Refer to Exhibit 5-1.Where is the bottleneck located in this example?
A)Counter A
B)Counter B
C)Counter C
D)Counter D
E)Counter E
Q3) Production-lining a service operation can be achieved through:
A)utilizing hard technologies.
B)customizing services.
C)utilizing soft technologies.
D)meeting individual customer needs.
E)utilizing hard and soft technologies.
Q4) Define the fundamental components of a service blueprint.
Page 7
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Chapter 6: The Pricing of Services
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Sample Questions
Q1) A consumer's price sensitivity will increase as:
A)the perceived number of substitutes increase.
B)switching costs increase.
C)the shared costs for the expenditure increase.
D)the perceived unique value of the service increases.
E)the customer's ability to build an inventory decreases.
Q2) Consumers exchange their money,time,and effort for the bundle of benefits the service offers.Economic theory suggests that consumers will have a(n) ____ that captures the value they place on these benefits.
A)lower price threshold
B)reservation price
C)consumer surplus
D)image value
E)product value
Q3) Discuss the circumstances under which price segmentation is most effective.
Q4) Discuss how consumers relate value and price.
Q5) Discuss satisfaction-based,relationship,and efficiency approaches to pricing.
Q6) Discuss the demand considerations that differentiate the pricing of services from the pricing of goods.
Q7) Discuss the concept of cross-price elasticity as it relates to service pricing.
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Chapter 7: Developing the Service Communication Strategy
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Q1) The suggested communication strategy to use when the service firm is a restaurant that offers food and service is to:
A)create an intangible image for the service aspect.
B)create awareness for the product.
C)surround the physical product with tangible evidence.
D)differentiate the service product from service delivery.
E)use both abstract and concrete elements.
Q2) Prudential's "piece of the rock" is a good example of which of the following guidelines for developing service communications?
A)Tangibilize the intangible.
B)Promise what is possible.
C)Reduce consumer fears about variation in performance.
D)Make the service more abstract.
E)Feature the working relationship between provider and customer.
Q3) Explain the difference between type 1,type 2,and type 3 service personnel.
Q4) Discuss the steps necessary to manage the firm's service communication strategy effectively.
Q5) Discuss the special challenges of professional service providers.
Q6) Discuss the concept of "visual pathway."
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Chapter 8: Managing the Firms Physical Evidence
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Sample Questions
Q1) Which of the following statements pertaining to colors is false?
A)Hues are the actual colors such as red,blue,or yellow.
B)Warm colors are perceived as aloof or formal.
C)Children appear to favor brighter colors.
D)Adults tend to favor softer tones.
E)Dark colors make large empty spaces look smaller.
Q2) Sam enters a new restaurant and finds it dimly lit and nicely furnished with soft music playing in the background.He immediately lowers his voice to a hush and uses his best table manners.This is an example of the cognitive response of:
A)pleasure.
B)peacefulness.
C)symbolic meaning.
D)beliefs.
E)categorization.
Q3) Which of the following is NOT a component of a service firm's physical evidence?
A)parking
B)employee appearance
C)billing statements
D)business equipment
E)customer satisfaction
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Chapter 9: People As Strategy: Managing Service Employees
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Sample Questions
Q1) Discuss the three sources of conflict for boundary-spanning service workers.
Q2) Which of the following is NOT a broad category in the service HR wheel?
A)concept strategy
B)control,reward,and evaluation strategy
C)retention strategy
D)recruitment strategy
E)training/development strategy
Q3) Which of the following is an example of sensitivity training?
A)having new bus drivers spend their first week on the help desk instead of the bus
B)having store employees play roles of service representative and customer
C)having hotel employees play roles of check-in clerk and hotel guest
D)presenting stereotypical examples of a customers from hell with suggestions for ways todeal with each type
E)having airline employees meet with a counselor on a regular basis
Q4) Discuss the role of boundary-spanning personnel.
Q5) Discuss the customer profiles developed to assist customer contact personnel in dealing with "customers from hell."
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Q6) Discuss the relevance of employee satisfaction as it relates to the service-profit chain.
Chapter 10: People As Strategy: Managing Service Customers
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Sample Questions
Q1) For a service business,buffering the technical core does NOT mean:
A)minimizing dependence on consumer performance.
B)production-lining the parts of the operation that can be isolated.
C)decoupling production from the environment and customer as much as possible.
D)offering more personalized service.
E)ensuring that the core of the service is able to run as efficiently as possible.
Q2) A patient's participation in the service process at the doctor's office is referred to as _____ performance.
A)consumer
B)marketing
C)service
D)operational
E)patient
Q3) Which of the following is considered to feel like the longest wait of all?
A)uncertain wait
B)unoccupied wait
C)preprocess wait
D)in-process wait
E)post-process wait
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Chapter 11: Defining and Measuring Customer Satisfaction
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Q1) Which of the following is NOT a criticism of customer satisfaction research?
A)It focuses on customers' future needs and fails to investigate current needs.
B)It focuses on registered complaints but many customers who defect never relay their complaints.
C)It tends to focus on global attributes and ignores operational elements.
D)It often excludes the firm's employees from the survey process.
E)Customers may not know what they want.
Q2) Which of the following is NOT one of the reasons that fueled the growth of the 1970s consumerism movement?
A)skyrocketing inflation
B)automation
C)deregulation
D)more informed consumers
E)surplus labor
Q3) Identify 5 common criticisms of customer satisfaction research.
Q4) What factors should be considered before a firm allocates resources towards improving its customer satisfaction ratings?
Q5) Discuss the benefits of customer satisfaction surveys.
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Chapter 12: Defining and Measuring Service Quality
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Sample Questions
Q1) Employees of excellent companies will be neat in appearance is a typical statement within the ____ dimension of the SERVQUAL scale.
A)tangibles
B)reliability
C)responsiveness
D)assurance
Q2) The component of a firm's service quality information system that is used specifically to assess employee performance is:
A)solicitation of customer complaints.
B)customer focus group interviews.
C)employee surveys.
D)mystery shopping.
E)total market service quality survey.
Q3) Provide a brief description for each of the five gaps within the conceptual model of service quality.
Q4) In general,service quality information systems focus on two types of research: customer research and noncustomer research.List the components of the service quality information system under the appropriate research heading.
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Chapter 13: Complaint and Service Recovery Management
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Q1) The component of perceived justice that refers to the outcomes associated with the service recovery process is referred to as ____ justice.
A)social
B)procedural
C)interactional
D)distributive
E)ethical
Q2) In general,individuals avoid making this type of complaint so as not to reinforce negative self-esteem.
A)ostensive
B)instrumental
C)reflexive
D)noninstrumental
E)critical
Q3) Discuss the reasons many customers never complain.
Q4) rude service providers
A)core service failures
B)failures relating to customerneeds and requests
C)failures relating to unprompted/unsolicited employee actions
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Chapter 14: Customer Loyalty and Retention
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Q1) Studies have indicated that as much as ____ percent of profits come from long-term customers via profits derived from sales,referrals,and reduced operating costs.
A)95
B)75
C)50
D)35
E)25
Q2) Which of the following is NOT an aftermarketing technique?
A)identifying customers and building a customer database
B)measuring customer satisfaction and continuously making improvements based on customer feedback
C)refraining from negative word of mouth advertising
D)maintaining a relationship with the customer after the initial sale
E)establishing formal customer communication programs
Q3) Under what conditions is it no longer worthwhile to keep a customer?
Q4) Discuss the concepts of frequency marketing,relationship marketing,and aftermarketing.
Q5) Discuss the customer defection management process.
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Chapter 15: Pulling the Pieces Together: Creating a World
Class Service Culture
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Q1) Explain the relevance of interfunctional task forces and interfunctional transfers as they relate to corporate culture.
Q2) Discuss the importance of internal logics.
Q3) The organizational model that focuses on the components of the firm that facilitate the firm's service delivery system is referred to as the _____ model.
A)customer perceptions
B)market-focused management
C)industrial management
D)market competencies
E)attributes-focused management
Q4) If XYZ company hires a new manager from outside the firm as opposed to promoting someone from within,the company may be attempting to change the culture of the organization through:
A)systems.
B)structure.
C)people.
D)rewards.
E)culture-change initiatives.
Q5) Discuss the major objectives of a service audit.
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