Reference no: EM132308676

1. To position a product as being associated with a particular category of products is positioning by:

a. attribute.

b. product class.

c. product user.

d. product differentiation.

2. ___________ refers to determining what information is needed and how that information can be obtained efficiently and effectively.

a. The marketing research objective

b. The marketing research problem

c. Secondary data

d. The management decision problem

3. Which of the following defines computer-assisted personal interviewing?

a. An interviewing method in which the interviewer reads questions from a computer screen and enters the respondent’s data directly into the computer

b. Use of a specially designed phone room to conduct telephone interviews

c. A type of survey that usually involves interviewing business people at their offices concerning industrial products or services

d. An interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into the computer

4. Compared to face-to-face focus groups, online focus groups _________________.

a. incur higher costs.

b. have low participation rates.

c. have a narrow geographic scope.

d. access hard-to-recruit subjects.

5. Evaluating the quality of services before making a purchase is harder than evaluating the quality of goods because, compared to goods, services tend to exhibit fewer ______ qualities.

a. experience

b. credence

c. intangible

d. search

6. Which of the following is the most important factor in influencing the distribution strategy of a time-dependent service provider?

a. Price bundling

b. Tangible cues

c. Customization

d. Scheduling

7. Health Works is a company that offers services related to health promotion and lifestyle. They not only send their clients reminders for their general checkup but also make house visits for consultations, which are free if a Health Works products or services are bought. They also conduct free workshops for their clients to network and join clusters with similar profiles and regime. Their offerings would fall in the ______ level of relationship marketing.

a. social

b. financial

c. customization

d. structural

8. Which of the following is an example of heterogeneity of services?

a. The customer service agent who contacted me last week was more helpful than the one who contacted me today.

b. The packaging of the pizza that I ordered today had a very different design and was made of recyclable paper.

c. The tire I bought at a Chicago service station came with a discount but lasted as long as another other tire.

d. The surgical instruments that doctors use in a New York hospital are the same as those used by doctors in the Miami hospital where I was examined.