The reflects the view that the intangible aspects of products are becoming the key features that differentiate the product in the marketplace. A. Services marketing b. Correction model c. Service imperative d. Benefit concept 2. Which of the following businesses would be characterized as a pure service? A. Farming b. Mining c. Engineering d. There is no such thing as a pure service 3. General Motors, the manufacturing giant's, largest supplier is: a. Blue Cross-Blue Shield Insurance b. GAMMA Financing c. A parts supplier . Legal firm 4. Which of the following sets of terms best describes a service? A. Effort, objects, and deeds b. Things, devices, and performances c. Objects, devices, and things d. Deeds, effort, and performances 5. Deeds, efforts and performances define: a. Products b. Ideas c. Services d. Goods 6. The continuum that ranges from tangible-dominant to intangible-dominant is referred to as: a. The services triangle b. The Correction model c. The scale of market entities d. The service-profit chain 7. Businesses such as fast food restaurants would fall where along the Scale of

Market Entities? A. On the extreme end of the intangible-dominant side b. On the extreme end of the intangible-dominant side c. In the middle of the continuum d. Left of the middle towards the tangible-dominant side 8. Which of the following fields would be least likely to be described as nondenominational? A. Manufacturing b. Education c. Insurance d. Banking 9. Which of the following products is an example of intangible dominant? A. Car rental agency b. A funeral c. A magazine subscription d. Math tutoring 10. Which of the following statements is not true? A.

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Firms that define their businesses too narrowly have developed marketing myopia. B. Goods are tangible-dominant. C. Service knowledge is obtained through the experience of receiving the actual service. D. All the above are true. 12. . -? 11. -? -? _ results in the practice of too narrowly defining one's business: a. Services marketing b. Marketing management c. Marketing myopia d. Scale of market entities involves a pictorial representation of the relationship between the tangible and intangible elements of a firm's operation. A. Molecular Model b. Correction Model c. Benefit concept d.

Industrial Management Model 13. Which of the following could NOT be included in the airline molecular model? A. Long-term parking b. Financing arrangements c. Rental car availability d. Gate attendants 14. The encapsulation of the benefits of product in the consumer's mind is called: a. The Correction Model b. The benefit concept c. The Service Triangle d. The Service-profit Chain 15. According to the Correction Model, factors that influence the customer's service experience include all of the following except: a. Price b. Contact personnel/service providers c. Other customers d. Reappearances 6. Which of the following components of the Correction Model is not visible to consumers? A. Serviceable b. Organization and systems d. Contact personnel 17. A customer who notices dirty silverware and a dirty floor in his/her favorite restaurant has been influenced by which of the following components of the Correction Model? A. Serviceable 18. Serviceable consists of which of the following features: a. Inanimate objects b. Signs c. Symbols d. All of the above 19. The component of the Correction Model over which most service firms have the least control is: a. Serviceable 20.

If an office did not schedule as many people as were needed during a busy period, which of the following components of the Correction Model has influenced the customer's experience? Answers for Self Assessment Questions 2. (d) 3. (b) 4. (d) 9. (d) 10. (d) 11 . (C) 13. (b) 14. (b) 15. (a) 16. (b) 18. (d) 20. (b) Chapter-2: Service Industries 2. Product is a key element in -? At one extreme, it may consist of pure 1. We define a -? . As anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. A. Service variability b. Service encounter . Reduce d. Private brand tangible goods or at the other extreme, pure services. A. The market offering b. Brand equity c. Brand extension d. The market experience 3. Product planners need to think about products and services on three levels. The most basic level is the -? buyer really buying? " , which addresses the question, "What is the a. Core benefit b. Exchange c. Augmented product d. Co-branding 4. Product planners must design the actual product and find ways to -? it in order to create the bundle of benefits that will create the most customer value. A. Brand b. Present c. Augment d. Cage re products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products. A. Services b. Straight extensions c. Consumer products d. Industrial products are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. A. Industrial products b. Unsought products c. Shopping products d. Specialty products are those products purchased for further processing or for use in conducting a business. Shopping products b. Specialty products c. Unsought products are industrial products that aid in the buyer's production or operations, including installations and accessory equipment. A. Supplies b. Capital items c. Materials d. Specialty items is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well-being and that of society. A. Unsought product marketing b. Interactive marketing c. Social marketing d. Internal marketing 10. Developing a product or service involves defining the benefits that it will offer.

These benefits are communicated and delivered by -? such as quality, features, and style and design. A. Consumer products b. Private brands c. Marketing tools d. Product attributes 11. -? is an approach in which all the company's people are involved in constantly improving the products, services, and business processes. A. Positioning b. Specialty product marketing c. Brand equity d. Total quality management 12. Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance? A. Product b. Adherence c. Private brand d. Conformance 3.

Package b. Design c. Brand d. Style 14. -? . Contributes too product's usefulness as well as to its looks. A. Involves designing and producing the container or wrapper for a product. A. Branding b. Product line c. Packaging d. Labeling 15. At the very least, the -? -? identifies the product or brand. It might also describe several things about the product. A. Package b. Label c. Line extension d. Specialty product 16. Many companies now use a combination of phone, e-mail, fax, Internet, and other technologies to provide -? a. Packaging advantages c. Support services d. Labeling information 17.