Service consumers tend to be more brand loyal than goods consumers because:
A) more choices are available.
B) brand loyalty lowers the amount of perceived risk.
C) each service provider provides many brands.
D) the prices of their main provider are usually less expensive.
E) location of the provider is the major driver in the consumer selection process.
Question 2Environmental scanning refers to the overall process of collecting and interpreting internal, competitive, and environmental information.
Indicate whether the statement is true or false
Question 3Honesty of the spoken word is called _________, one of the components of trust.
Fill in the blank(s) with correct word
Question 4The value customers assign to a firm's offering can vary by market segment because of how the product will be used.
Indicate whether the statement is true or false
Question 5Which of the following statements is NOT correct?
A) Service consumers are more brand loyal.
B) Personal sources of information are more important to service consumers versus nonpersonal sources.
C) Service consumers have fewer alternatives to consider.
D) Self-service is a viable alternative for many services.
E) Customers always prefer customized services to standardized services.
Question 6Which of the following type of planning focuses on specific markets or market segments and the development of marketing programs that will fulfill the needs of customers in those markets?
A) strategic planning
B) customer analysis
C) environmental planning
D) tactical planning
E) marketing plan
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