Services Marketing Study Guide Questions
Course Introduction
Services Marketing focuses on the unique challenges and opportunities involved in marketing intangible products and managing customer relationships in service-based industries. The course examines key elements such as service quality, customer satisfaction, service delivery, and the management of service encounters. Students will learn frameworks and strategies for developing effective service marketing plans, managing demand and capacity, delivering customer value, and leveraging technology in service innovation. Through case studies and practical applications, the course emphasizes the importance of building long-term relationships and creating memorable customer experiences in sectors including hospitality, healthcare, finance, and professional services.
Recommended Textbook
CB 6 6th Edition by
Barry J. Babin
Available Study Resources on Quizplus 16 Chapters
2052 Verified Questions
2052 Flashcards
Source URL: https://quizplus.com/study-set/320
Page 2
Chapter 1: What is CB and Why Should I Care?
Available Study Resources on Quizplus for this Chatper
127 Verified Questions
127 Flashcards
Source URL: https://quizplus.com/quiz/5325
Sample Questions
Q1) _____ represents the study of consumption as a "lived experience" and relies on casual interviews with consumers from whom the researcher has won confidence and trust.
A) Unobtrusive research
B) Archival research
C) Ethnography
D) Phenomenology
E) Netnography
Answer: D
Q2) Marian Carter takes an aptitude test offered by the career services department at her school to decide on a particular discipline for her majors.The results indicate that she fared better in topics related to human reactions to their environment,human thoughts,feelings,and behaviors.Which of the following disciplines should Marian pursue?
A) Accounting
B) Economics
C) Anthropology
D) Psychology
E) Biology
Answer: D
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: Value and the Consumer Behavior Value Framework
Available Study Resources on Quizplus for this Chatper
132 Verified Questions
132 Flashcards
Source URL: https://quizplus.com/quiz/5326
Sample Questions
Q1) Which of the following is an external influence on consumer value?
A) Personal values
B) Attitude
C) Needs
D) Perception
E) Reference groups
Answer: E
Q2) _____ strategy deals with how the firm will be defined and sets general goals.
A) Corporate
B) Marketing
C) Tactical
D) Top-level
E) Meta
Answer: A
Q3) Hedonic value is the immediate gratification that comes from experiencing some activity.
A)True
B)False
Answer: True
Page 4
To view all questions and flashcards with answers, click on the resource link above.
Chapter 3: Consumer Learning Starts Here: Perception
Available Study Resources on Quizplus for this Chatper
134 Verified Questions
134 Flashcards
Source URL: https://quizplus.com/quiz/5327
Sample Questions
Q1) Which of the following statements is true of the mere exposure effect?
A) The mere exposure effect is created in the presence of attention.
B) The increased liking associated with the mere exposure effect is difficult to elicit.
C) The size of the effect is not very strong relative to an effect created by a strong cohesive argument.
D) The mere exposure effect works best when the consumer has a high involvement in processing the object.
E) The mere exposure effect has the greatest effect on old and familiar objects.
Answer: C
Q2) Which of the following is a natural reflex that occurs as a response to a threat from the environment and represents a protective behavior?
A) Galant reflex
B) Plantar reflex
C) Orientation reflex
D) Masseter reflex
E) Rooting reflex
Answer: C
To view all questions and flashcards with answers, click on the resource link above. Page 5
Chapter 4: Comprehension, Memory, and Cognitive Learning
Available Study Resources on Quizplus for this Chatper
130 Verified Questions
130 Flashcards
Source URL: https://quizplus.com/quiz/5328
Sample Questions
Q1) The process in which two different sensory "traces" are available to remember something is known as _____.
A) semantic coding
B) chunking
C) dual coding
D) meaningful encoding
E) mental tagging
Q2) If a consumer develops thoughts that contradict a marketing message,then he/she is said to have developed _____ arguments toward the message.
A) futile
B) practical
C) fallible
D) parallel
E) counter
Q3) Generally speaking,the greater the movement,the larger the picture,or the louder the sound,the less likely a consumer is to attend and comprehend something from a message.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: Motivation and Emotion: Driving Consumer Behavior
Available Study Resources on Quizplus for this Chatper
131 Verified Questions
131 Flashcards
Source URL: https://quizplus.com/quiz/5329
Sample Questions
Q1) Which of the following self-report measures asks respondents to rate feelings using a number of semantic differential items or bipolar opposites?
A) Likert scale
B) PANAS
C) Discan scale
D) PAD
E) Thurstone scale
Q2) Nostalgia is characterized by a yearning for the past motivated by the belief that previous times were somehow more pleasant.
A)True
B)False
Q3) Consumers are more likely to recall autobiographical memories characterized by specific moods when the same mood occurs again in the future.
A)True
B)False
Q4) Define cognitive appraisal theory.Describe the four types of cognitive appraisals and their relevance to consumer behavior.
Q5) Explain the regulatory focus theory.
Page 7
To view all questions and flashcards with answers, click on the resource link above.
Chapter 6: Personality, Lifestyles, and the Self-Concept
Available Study Resources on Quizplus for this Chatper
137 Verified Questions
137 Flashcards
Source URL: https://quizplus.com/quiz/5330
Sample Questions
Q1) Broad traits tend to be better predictors of individual behaviors than specific traits.
A)True
B)False
Q2) _____ refer(s)to the ways consumers live and spend their time and money.
A) Lifestyles
B) Demographics
C) Personality
D) Psychographics
E) Geodemographics
Q3) Claudia reads publications such as The Wall Street Journal and other reputed dailies,and perceives herself to be knowledgeable about current affairs.Which of the following self-concepts is best reflected in Claudia's perception of herself as a knowledgeable person?
A) Possible self
B) Ideal self
C) Social self
D) Extended self
E) Actual self
Q4) Define brand personality and explain its significance.
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: Attitudes and Attitude Change
Available Study Resources on Quizplus for this Chatper
139 Verified Questions
139 Flashcards
Source URL: https://quizplus.com/quiz/5331
Sample Questions
Q1) Marketpro Inc.,a marketing firm,has been asked to conduct a market research on consumers' attitudes toward online shopping websites.In order to achieve its research objectives,Marketpro has been actively monitoring consumers' attitude over time through information collected from several social networking sites and blog posts.This process is best described as _____.
A) attitude tracking
B) marketing audit
C) affect monitoring
D) situation analysis
E) market segmentation
Q2) Noise,in the basic communication model,represents all the stimuli in the environment that assist the communication process.
A)True
B)False
Q3) Trustworthy sources can be persuasive even if they're not experts,and expert sources can be persuasive even if they're perceived as being untrustworthy.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 8: Group and Interpersonal Influence
Available Study Resources on Quizplus for this Chatper
128 Verified Questions
128 Flashcards
Source URL: https://quizplus.com/quiz/5332
Sample Questions
Q1) Jane is a tomboy and aspires to become a mechanic.She wants nothing to do with her friends' Fashion Club.Jane considers this club to be an aspirational group.
A)True
B)False
Q2) The pressure an individual feels to behave in accordance with group expectations is known as _____ pressure.
A) intrinsic
B) persuasive
C) consensual
D) nominal
E) peer
Q3) Late majority consumers and laggards,tend to be more cautious about buying new products.
A)True
B)False
Q4) Families with a traditional sex role orientation believe in a democratic approach to making purchase decisions.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 10
Chapter 9: Consumer Culture
Available Study Resources on Quizplus for this Chatper
127 Verified Questions
127 Flashcards
Source URL: https://quizplus.com/quiz/5333
Sample Questions
Q1) Theo is looking at how distinct one nation is from another in terms of their cultural values.In doing so,he learns that the United States is very similar to Australia and the United Kingdom.The approach Theo is using to know the distinctness of countries according to their cultural values is based on the concept of cultural _____.
A) diffusion
B) distance
C) lag
D) alliance
E) equity
Q2) Explain the meaning,if any,your native culture gives to the following and describe the traditions,if any,associated with the object or activity:
(1)ring
(2)school graduation
(3)a specific number
(4)four-leaf clover
(5)red dot on forehead
(6)head covering
(7)a specific type of animal
Q3) Define core societal values (CSV).Discuss any three described in the text.
To view all questions and flashcards with answers, click on the resource link above.
Page 11
Chapter 10: Microcultures
Available Study Resources on Quizplus for this Chatper
126 Verified Questions
126 Flashcards
Source URL: https://quizplus.com/quiz/5334
Sample Questions
Q1) Prisoners are often seen in public picking up trash along interstate highways.Other people can recognize these prisoners because of the green and white striped clothing they wear.This clothing is an example of _____ because it indicates that they are incarcerated individuals who have performed some illegal act in society.
A) stratification
B) enculturation
C) acculturation
D) stigmatization
E) assimilation
Q2) Restaurateurs who serve markets with a heterogeneity of religious groups need to be well aware of the dietary restrictions and the sensitivity of these different groups to violations of the restrictions.
A)True
B)False
Q3) Divergence refers to the phenomenon in which consumers choose membership in microcultures in an effort to stand out or define themselves from the crowd.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 12
Chapter 11: Consumers in Situations
Available Study Resources on Quizplus for this Chatper
119 Verified Questions
119 Flashcards
Source URL: https://quizplus.com/quiz/5335
Sample Questions
Q1) Refer to Christmas Shopping Scenario.Lanny's shopping was focused on one thing-getting done with Christmas shopping on a single day.This is an example of _____ shopping.
A) impulsive
B) hedonic
C) epistemic
D) acquisitional
E) experiential
Q2) An environment with a favorable functional quality tends to be associated with some degree of positive affect.
A)True
B)False
Q3) Personal shopping value (PSV)is the overall subjective worth of a shopping activity considering all associated costs and benefits.
A)True
B)False
Q4) Very few products are susceptible to seasonal influence.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 12: Decision Making I: Need Recognition and Search
Available Study Resources on Quizplus for this Chatper
127 Verified Questions
127 Flashcards
Source URL: https://quizplus.com/quiz/5336
Sample Questions
Q1) Which of the following is true about the consumer decision-making process?
A) Consumers always proceed through the activities in the decision-making process in a sequential fashion.
B) Consumers always complete the decision-making process once it is initiated.
C) Consumers' decision-making processes don't always involve a tangible product.
D) Consumers' decision-making processes operate independently of any value perceptions.
E) Consumers' decision making doesn't always involve choices linked to value.
Q2) Which of the following includes alternatives in the awareness set to which consumers are indifferent?
A) Active set
B) Inept set
C) Inert set
D) Consideration set
E) Dormant set
Q3) Retailers use the "brand-lift index" to measure the incremental sales that occur when a product is on display.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Decision Making II: Alternative Evaluation and Choice
Available Study Resources on Quizplus for this Chatper
126 Verified Questions
126 Flashcards
Source URL: https://quizplus.com/quiz/5337
Sample Questions
Q1) Hanks arbitrarily purchased a lawn mower,neither considering its features nor the product price.However,after using the lawn mower,he acknowledged that he has not come across any other lawn mower of superior quality.In acknowledging the superior quality of the mower,Hanks is referring to its _____ attributes.
A) search
B) underlying
C) perceptual
D) content
E) determinant
Q2) Sam always makes it a point to have his coffee at Tans,a coffee shop that claims to use "authentic Tanzanian peaberry coffee." This is an example of product choice influenced by _____.
A) situational influences
B) expert opinions
C) online sources
D) social influences
E) marketing communications
Q3) Define evaluative criteria and determinant criteria.Identify the determinant criteria you used for a recent purchase.
Page 15
To view all questions and flashcards with answers, click on the resource link above.
Chapter 14: Consumption to Satisfaction
Available Study Resources on Quizplus for this Chatper
127 Verified Questions
127 Flashcards
Source URL: https://quizplus.com/quiz/5338
Sample Questions
Q1) Who among the following possess a lifestyle trait leading to a strong tendency toward retaining consumption-related possessions?
A) Compilers
B) Opinion leaders
C) Market mavens
D) Packrats
E) Surrogate consumers
Q2) Expectations that a consumer forms regarding what he or she thinks should happen given the level of work that he or she has put into the experience are known as predictive expectations.
A)True
B)False
Q3) Attribution theory focuses on explaining why a certain event has occurred.
A)True
B)False
Q4) The term interactional fairness captures how fairly a consumer believes he/she is treated when dealing with service personnel in resolving some issue.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 16
Chapter 15: Consumer Relationships
Available Study Resources on Quizplus for this Chatper
119 Verified Questions
119 Flashcards
Source URL: https://quizplus.com/quiz/5339
Sample Questions
Q1) Customer share represents a behavioral component that is indicative of customer loyalty.
A)True
B)False
Q2) A form of publicity in which an ostensibly objective outsider (neither the customer nor business)provides publicly available purchase recommendations is known as
A) community marketing
B) comparative advertising
C) a cross-promotion
D) a 3rd party endorsement
E) cooperative marketing
Q3) Relationship quality represents the degree of connectedness between a consumer and a retailer.
A)True
B)False
Q4) Define switching behavior.Discuss the three categories of switching costs.Discuss which one(s)would be the most significant if you changed your cellphone or other type of service provider.
Q5) What is a third party endorsement? What are its two types?
Page 17
To view all questions and flashcards with answers, click on the resource link above.
Chapter 16: Consumer and Marketing Misbehavior
Available Study Resources on Quizplus for this Chatper
123 Verified Questions
123 Flashcards
Source URL: https://quizplus.com/quiz/5340
Sample Questions
Q1) In consumer misbehavior,consumers seek to maximize the benefits they receive from an action while maximizing their own costs.
A)True
B)False
Q2) Anne spends hours every week shopping following her divorce.Even though her buying pattern has considerably reduced the balance in her account from the divorce settlement,Anne claims that it helps her to cope with the emotional vacuum left by the separation from her husband.Which of the following best describes Anne's behavior?
A) Impulsive shopping
B) Addictive buying
C) Addictive shopping
D) Compulsive buying
E) Impulsive buying
Q3) Purchasing and using a product for a day before returning it for a refund is a practice known as retail borrowing.
A)True
B)False
Q4) Discuss the motivations behind consumer misbehavior.
To view all questions and flashcards with answers, click on the resource link above.
Page 18