Marketing MBA-565 Module 5 Quiz 4


1.A product line can also be lengthened by adding more items within the present range. There are several motives for line filling: ________, trying to satisfy dealers who complain about lost sales because of missing items in the line, trying to utilize excess capacity, and others. (Points : 5)

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responding to senior management wishes

responding to consumer wishes

reaching for incremental profits

reaching for incremental capacity

responding to sales-force demands

2.Differentiating on ________ is important for companies with complex products and becomes an especially good selling point when targeting technology novices. (Points : 5)


ordering ease

ease of installation

customer consulting


3.There is a(n) ________ where consumer perceptions on a service dimension would be deemed satisfactory, anchored by the minimum level consumers would be willing to accept and the level that customers believe can and should be delivered. (Points : 5)


zone of tolerance

zone of forgiveness

perceived forgiveness

value definition

4.Companies may wish to implement a(n) ________ to achieve more growth, to realize higher margins, or simply to position themselves as full-line manufacturers. (Points : 5)

up-market stretch

down-market stretch

service-market stretch

consulting-model stretch

obsolescence strategy

5.Services high in ________qualities are those services that have characteristics the buyer normally finds hard to evaluate even after consumption. (Points : 5)




personal attention


6.Top firms audit both their own and their competitors’ service performance on a regular basis by collecting ________ measurements to probe customer satisfaction. (Points : 5)

chat room

voice of the customer

e-mail solicitation

consumer activist group

none of the above

7.________ refers to data, information systems, and advice services that the seller offers to their buyers. (Points : 5)

Sales force relationships

Customer relationships

Internal marketing

Customer training

Customer consulting

8.Classes of services can be branded vertically on the basis of ________. (Points : 5)

popularity and price

cost of providing the service

price and quality

price and frequency

target return on investment

9.Excellent service companies know that ________ employee attitudes will promote stronger customer loyalty. (Points : 5)






10.Marketers have traditionally classified products on the basis of three characteristics: ________, tangibility, and use. (Points : 5)

customer value hierarchy




none of the above

11.Sometimes companies achieve differentiation through the sheer range of its service offerings and the success of its ________ efforts. (Points : 5)




sales representatives’

none of the above

12.The five product levels constitute a ________. At each level more customer value is added. (Points : 5)

customer-augmented product

customer consumption system

customer value-hierarchy

customer-perceived value

customer hierarchy

13.In the context of holistic marketing, ________ describes the normal work of preparing, pricing, distributing, and promoting the service to customers. (Points : 5)

internal marketing

correlated marketing

external marketing

integrated marketing

universal marketing

14.Products such as insurance, cemetery plots, and smoke detectors are examples of ________ that are products that the consumer does not know about or does not normally think of buying. a.specialty goods (Points : 5)

unsought goods

heterogeneous shopping goods

homogeneous shopping goods

none of the above

15.Services differ as to whether they meet a personal need or a ________. (Points : 5)

quality need

production need

business need

functional need

customer need

16.Many sellers offer either general or specific guarantees. Guarantees reduce the buyer’s ________ risk. (Points : 5)






17.________ occurs when a company lengthens its product line beyond its current range. (Points : 5)

Market reach

Product reach

Product adaptations

Line shrinking

Line stretching

18.Service firms can design ________ and information programs so that consumers learn more about the brand than the information they get from the service encounter alone. (Points : 5)

advertising campaigns

marketing measures

ad agencies

marketing communications

marketing strategy

19.Developing brand strategies for a service requires special attention to choosing brand elements, establishing image dimensions, and ________. (Points : 5)

developing a marketing niche

developing an advertising campaign

devising a branding strategy

developing differentiation

none of the above

20.Service marketers frequently complain about the difficulty of ________ their services. (Points : 5)






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