When forming customer expectations, the firm's physical facility acts as a(n):
A) enduring service intensifier.
B) transitory service intensifier.
C) explicit service promise.
D) implicit service promise.
E) situational factor.
Question 2Firms using the __________ approach during the decline stage of the product life cycle will gradually reduce marketing expenditures and use a less resource-intensive marketing mix.
A) divesting
B) harvesting
C) repositioning
D) life extending
E) balanced
Question 3Which of the following guidelines should a salesperson follow during a product demonstration?
A) The salesperson should ensure that the product appears used and worn out.
B) The salesperson should check for problem-free operation.
C) The salesperson should never use the product prior to the demonstration.
D) The salesperson should never anticipate problems.
E) The salesperson should make sure the setup and knockdown are slow.
Question 4In the balanced scorecard, the____________________perspe
ctive describes the business processes that have the greatest effect on the chosen strategy, such as customer relationship management, innovation management or supply-chain management.
Fill in the blank(s) with correct word
Question 5When forming customer expectations, price acts as a(n):
A) enduring service intensifier.
B) transitory service intensifier.
C) explicit service promise.
D) implicit service promise.
E) situational factor.
Question 6During the maturity stage of the product life cycle, a firm has four general goals that can be pursued. Which of the following IS NOT one of these options?
A) divest the product
B) generate cash flow
C) steal market share
D) hold market share
E) increase share of customer
Question 7Harry is a salesperson at Lenic Technology. When demonstrating the company's new 3D printer to a prospective buyer, Harry should:
A) make sure the product being demonstrated is typical of what is being recommended.
B) list all the features of the product verbally without using the actual product.
C) try to keep the customer from getting too involved in the demonstration of the product.
D) be concerned about his ability to demonstrate the product effectively.
E) apologize in advance for poor appearance and inadequate performance of the product.
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