The scale that displays a range of products along a continuum based on their tangibility is referred to as:
a. The Services Triangle.
b. The Servuction Model.
c. The Scale of Market Entities.
d. The Service-Profit Chain.
Question 2Yellow Pages reported that doubling the size of an ad increases sales fivefold. This is best thought of as an example of the effectiveness of ____ in advertising.
a. concreteness
b. surprise
c. novelty
d. pleasant design
e. prominence
Question 3A restaurant has installed microphones at its tables to secretly record customer reactions to menu items so that the
restaurant owner can know which entrees to raise prices on. Under which method of ethical reasoning is this
approach considered ethical?
a. Utility
b. Justice
c. Rights
d. Both A and B.
e. It would not be considered ethical under any ethical reasoning framework.
Question 4Researchers following the rights method of ethical reasoning focus on:
a. The welfare of society and society's rights.
b. The welfare of customers and customers' rights.
c. The welfare of the individual and individuals' rights.
d. The welfare of employees and employees' rights.
e. The welfare of the sample population and the sample population's rights.
Question 5A basic principle of visual processing is that the more intense the stimulus, the
a. more likely it is to be perceived.
b. more quickly it will decay in memory.
c. less likely it is to be recalled.
d. less likely it is to be encoded.
e. more soothing and relaxing it is.
Question 6The method of ethical reasoning in which a proposed action is right or wrong, in and of itself, with less concern about
the consequences of the action is called the ______ approach.
a. Justice
b. Pragmatic
c. Utility
d. Rights
e. None of the above
Question 7Puzzles attract attention because they
a. look nice and make us feel good.
b. are easily remembered.
c. require resolution.
d. can be easily forgotten.
e. are not interesting.
Question 8In the justice approach to ethical reasoning, deciding what amounts to fair distribution of benefits and costs boils
down to:
a. The marketing researcher's intuition.
b. The Marketing Research Association's code of ethics.
c. Societal consensus.
d. Regulatory guidelines.
e. Moral principles and values.
Question 9Although a novel stimulus attracts attention, it
a. is not always better liked.
b. is not as easily remembered.
c. does not stand out from other stimuli.
d. is more easily forgotten.
e. is less easily encoded.
Question 10The method of ethical reasoning that considers whether or not costs and benefits of a proposed action are distributed
fairly among individuals and groups is called the ________ approach:
a. Justice
b. Pragmatic
c. Utility
d. Rights
e. None of the above
Quick Reply
