According to the U.S. Census, ( ) are the fastest growing segment of small business ownership today.
a. immigrant entrepreneurs
b. Mompreneurs
c. Gen-Yers
d. Baby Boomers
Question 2Planning is one of the 3 additional P's of the services marketing mix.
Indicate whether the statement is true or false
Question 3Comparison ads try to demonstrate a brand's ability to satisfy consumers by:
a. showing the brand name more often to the consumers.
b. weighing its features against those of competitive brands.
c. linking the brand name to something memorable for the consumers.
d. making the consumers associate positive feelings with the advertised brand.
Question 4During the National Basketball Championship, a national sports equipment manufacturer runs an edgy, fast-paced commercial featuring a well-known hip hop artist. A group of university students watching the ad in a fraternity house interprets the commercial in roughly the same way. Which of the following is a reason why audience members share a similar interpretation of the ad?
a. The backgrounds and value systems of audience members are similar.
b. The interpretation of an ad is a function of an isolated solitary thinker.
c. Ads contain a single meaning for all members of a target audience.
d. Communication is inherently an individual process and not a social process.
Question 5According to the services theater framework, which of the following is NOT typically used to describe a service encounter?
a. Actors
b. Audience
c. Front stage
d. Backstage
e. Plot
Question 6Identifying one or more target markets and creating a marketing mix that has focus upon a customer grouping's needs is the definition of
a. marketing
b. marketing mix
c. marketing strategy
d. the businesses image
Question 7All four service experience components are easily recognized and are considered to be important in all types of service interactions.
Indicate whether the statement is true or false
Question 8Which of the following ads uses indirect comparison?
a. EZTalk offers you four times the performance of other leading brands.
b. Refresh toothpaste gives you all-day protection against germs.
c. The Palazzo offers better mileage for half the price of a Gordano.
d. Buying Verity results in immense savings over the long term.
Question 9Brad and his wife, Carla are watching a commercial that they've never seen before. Brad thinks that the ad is
humorous. However, Carla finds the ad monotonous and uninteresting. This example illustrates that:
a. ads are interpreted differently based on a person's experiences and beliefs.
b. what a message means to any given consumer is a function an isolated solitary thinker.
c. the ad is communicated effectively to its target audience.
d. the ad contains the same meaning for all audience members.
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