When forming customer expectations, the firm's brochure acts as an implicit service promise.
Indicate whether the statement is true or false
Question 2A projective technique involves the use of a vague _____________ that an individual is asked to describe, expand
upon or build a structure around.
Fill in the blank(s) with correct word
Question 3Members of goal-derived categories may actually be a reflection of the set of objects that
a. are recalled.
b. are recognized.
c. consumers choose from when making consumption decisions.
d. are prototypes.
e. are hierarchical in nature and affect our consumption decisions in the same way.
Question 4Perceived service superiority and adequacy are service quality measures.
Indicate whether the statement is true or false
Question 5Group interaction is the key aspect that distinguishes ____________ interviews from depth interviews.
Fill in the blank(s) with correct word
Question 6Expensive wine, caviar, and desserts that are served to guests can be marketed similarly. This is an example of using ____ to assign products to the same category.
a. taxonomic categories
b. goal-derived categories
c. correlated attributes
d. hierarchical structures
e. prototypical structures
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