How much of successful selling consists in simply listening to the prospective buyer?
a. 5
b. 25
c. 50
d. 80
Question 2Improvements in a service organization's core technology cannot be used to improve its service quality.
Indicate whether the statement is true or false
Question 3The Grana Weightloss System advertises its exercise machines on late-night TV. Their advertisements are typically half and hour long, and feature spokespeople as well as consumers and celebrities talking about their experiences with thebrand. In this scenario, the company is using .
a. advertorials
b. infomercials
c. point-of-purchase advertising
d. transformational advertising
Question 4When national companies and local merchants share advertising expenses, they are taking part in .
a. brand extension
b. international advertising
c. cooperative advertising
d. trade channeling
Question 5When planning for a successful service performance, service marketers need to understand that
a. a service performance occurs at a single moment in time.
b. a service performance is a single event.
c. a service offering typically takes shape prior to its performance.
d. the basic service of the organization is often supported by a host of supplementary service elements.
e. All of these service characteristics need to be understood by service marketers when planning a successful service performance.
Question 6Which of the following is NOT one of the four P's of selling?
a. power
b. pleasure
c. profit
d. practice
Question 7Technology cannot be used to integrate service offerings across multiple service delivery channels.
Indicate whether the statement is true or false
Question 8Several ads for lingerie, jeans, and perfume in a sophisticated fashion magazine provide instances in which a sex- appeal message is successfully used. The ads are successful because the:
a. right model is chosen.
b. product is appropriate.
c. image approach is used.
d. brand is bought for emotional reasons.
Question 9A family-owned meat shop has expanded to four locations within the Preston area and suburbs, running regular promotions in the daily editions of The Preston City Star newspaper. These newspaper ads are forms of advertising.
a. local
b. trade
c. regional
d. national
Question 10Which, if any, of the following is NOT a step for improving the technology of customer interfaces?
a. Include marketer input when designing customer interface technology
b. Stay customer-focused when designing customer interface technology
c. Ideally, the customer interface technology should be visible to customers.
d. Customer interface technology should be designed for flexibility.
e. All of these improve the technology.
Quick Reply
