Which of the following, if any, is NOT a disadvantage associated with costuming service personnel?
a. Costumes undermine workers' sense of individuality.
b. Employees who wear a common costume facilitate customer perceptions of employee performance.
c. Wearing a costume day after day may become drudgery to service personnel.
d. All of these are disadvantages associated with costuming service personnel.
e. None of these are disadvantages associated with costuming service personnel.
Question 2Adequate frontage is a necessity for most retail businesses. What amount is generally considered adequate?
a. 50-100 feet
b. 100-200 feet
c. 200-400 feet
d. 400 feet or more
Question 3Telespace is where services such as computer online services happen.
Indicate whether the statement is true or false
Question 4In 2007, the Michigan-based Ford Motor Company fell from second to third in the U.S. annual vehicle sales for the first time in 56 years. Facing stiff competition from foreign auto-makers and brand indifference amongst U.S. consumers, Ford appeared to be headed towards turbulent times. However, when marketing and advertising guru Jim Farley joined Ford in November 2007, he brought with him a number of fresh ideas that helped turn the company toward the right direction. Farley quickly found that Americans had become indifferent to the Ford brand, which in his opinion, was worse than disliking the brand. So, Farley, along with the rest of the marketing team at Ford, created a campaign that used catchy songs and cheerful images to accompany its line of automobiles. The marketing team at Ford is now heavily utilizing the Internet to promote the new Ford Fiesta, which is the focus of a campaign that has greatly increased the awareness of the Ford brand. The company has also been stressing the value of buying environment-friendly cars, a move it hopes will improve the brand's image throughout the world. So far, these moves appear to be workingin late 2010, Ford was once again named the second leading automotive company in the United States, as well as the fourth largest in the world. Ford is using a number of catchy songs in its advertisements. One advantage of using jingles in advertising is:
a. it gives consumers something fun to listen to.
b. it promotes brand recall.
c. it makes consumers think before purchasing a particular product.
d. consumers respond better to sounds than they do to images.
Question 5In 1996, a graduate from the University of Maryland, Kevin Plank founded Under Armour, a performance apparel company that now competes with some of the top apparel brands in the industry. During its first ten years of operations, the company was known primarily for its sweat-wicking clothing line. In late 2010, however, Under Armour released its first line of basketball shoes since the company's inception. Along with the new product line, the company must have a new brand image, said Plank. I called our marketing team and asked them to go through this building and find anything that says that we are only an apparel brand and throw it away.. The company has also removed all advertisements carrying the word apparel, and will begin exploring new ways to promote the brand. The company hopes its new efforts will allow the company to be viewed as an overall performance company, which will ultimately enable it to compete with footwear from powerhouses Nike and Adidas, and will help increase its current 1.1 percent market share. The marketing team of Under Armour has come up with a strategy to advertise their shoes as a product that makes walking and running pleasurable. Marketing the shoes in this manner creates a perceived difference in the minds of customers. This is an example of .
a. internal positioning
b. brand extension
c. differentiation
d. market segmentation
Question 6Which of the following characteristics may be advantages that can be realized by service organizations that costume their service personnel?
a. Costuming enables the service organization to add a measure of tangibility to its service.
b. Costumes send a message to customers by projecting a desired image.
c. Costumes may help supply credibility for an organization.
d. All of these may be advantages to the service organization.
e. None of these may be advantages to the service organization.
Question 7Four factors are important in determining the size and shape of a primary service area (PSA). These include all of the following EXCEPT:
a. BPI
b. alternative shopping choices
c. intuition
d. drive-time analysis
Question 8A service setting can play an important role in influencing the reality of a service to the customer.
Indicate whether the statement is true or false
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