Reference no: EM132188930
1. Benson's dry-cleaning establishment has been receiving complaints about the speed of its service to customers. Ms. Benson tells all front-of-store workers that they must speed up their work to improve the situation. The complaints do not stop. This is an example of unsuccessful service delivery due to __________.
the gap between consumer expectation and management perception
the gap between management perception and service-quality specification
the gap between service delivery and external communications
the gap between expected service and perceived service
2. Henry Ford's Model T, which came in one color and one style, is an example of many things in marketing. In the context of target marketing, it is also an example of
Niche marketing; it was aimed at Ford's target market.
Mass marketing in that it was made and sold in a standardized fashion.
Custom marketing in that owners were expected to alter the basic Model T
themselves if they saw fit.
Segment marketing in that Ford offered different cars than General Motors.
Combination marketing in that Ford offered buyers more than just a car. He
included services, guarantees, etc.
3. We know that product innovations could be classified into four categories based on two dimensions, i.e. Newness of Technology and Customer-Need Fulfillment. Based on this framework, Internet should be considered as a(n) _____ when it was first introduced in the market.
Incremental innovation
Market breakthrough
Technological breakthroug
Radical Innovation
4. The Virginia Beach Marine Science Museum has a hands-on section where guests can feed horseshoe crabs, touch hermit crabs, and try their hand at catching "sand fleas." The hands-on section of the museum is a good way to deal with the __________ characteristic of service.
intangibility
inseparability
inconsistency
variability
perishability
5. Echo goes to Asian Gourmet for lunch because their lunch specials are $4.75, although the same meal after 4 p.m. costs $7.50. Asian Gourmet probably uses different prices at different times as a strategy for dealing with the __________ characteristic of services.
perishability
variability
inconsistency
inseparability
intangibility
6. Based on our class discussion, ______ is the mostly widely used approach when a firm wants to launch a new product into the market.
Category Extension
A new Brand
Contract Manufacturing
Product Line Extension