Members of trade channels include:
a. not-for-profit businesses.
b. retailers.
c. household consumers.
d. government officials.
Question 2The information age
a. destroys the traditional idea of regular working hours.
b. shortens the hours of operation for services.
c. brings few significant opportunities to service marketers.
d. brings few risks to service marketers.
e. does little to empower customers or service employees.
Question 3Why would a franchise system monitor its external environment?
a. to identify factors which may pose major threats to or provide significant opportunities for the franchise system.
b. to develop a set of objectives to fit the mission and overall goals of the franchise system.
c. to concentrate resources outside of the firm more than inside of the firm.
d. to second-guess what its suppliers intend to do next.
Question 4According to the servuction framework, other customers present at the service experience cannot significantly influence the benefits that a service customer receives from the service performance.
Indicate whether the statement is true or false
Question 5__________ theory suggests that consumers rely on opinions or testimonials from people they consider similar to themselves, rather than on objective product information.
a. Equity
b. Reference group
c. Maslow's
d. Brand loyalty
Question 6HireUp Inc, a recruitment agency, has launched a series of advertisements about its capabilities in effectively
managing firms' labor forces. Which of the following audience categories is HireUp most likely targeting?
a. Household members
b. Members of business organizations
c. Professionals
d. Government employees
Question 7Which of the following is a possible negative impact of services technology?
a. dependence on the electric power grid
b. employment levels may fall in absolute terms
c. low-skill service workers may be replaced by automated technology
d. All of the above are possible negative impacts.
e. None of the above are possible negative impacts.
Question 8Wherein the goal of the market-focused business strategy is to identify and supply product/service to discrete segments with promise of strong demand yet allowing for flexibility in meeting demand and where a firm can concentrate its internal resources describes characteristics of which of the following four market-focused business strategies?
a. initiator
b. early imitator
c. follower
d. market segmenter
Question 9According to the servuction framework, Customer B is a service customer who is visible to other service customers during the delivery of a service.
Indicate whether the statement is true or false
Question 10A real-life nurse discussing the benefits of a home blood-pressure kit and a real-life librarian promoting the advantages of a children's reading program are both:
a. acting as expert spokespeople.
b. lending celebrity credibility.
c. providing real-life demonstrations.
d. delivering average-user testimonials.
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