Final exam pool items (Chs. 9, 11, 12, 13, 14, 15 & 17 not 18)
Chapter 11—Services and Nonprofit Organization Marketing
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| Chapter 11—Services and Nonprofit Organization Marketing
MULTIPLE CHOICE 1. Western Union is in the business of international money transfer. A Mexican working in the United States can transfer a portion of his or her earnings to family members still living in Mexico. Western Union's market for wiring money has grown dramatically over the last years because the company provides a _____ that is easy to use and reliable.
ANS: D A service is the result of applying human or mechanical efforts to people or objects. PTS: 1 REF: 159 OBJ: 11-1 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Customer 2. Many people would like to sell and buy on eBay, the most popular of the current Internet auction sites, but they have questions about the process and how to sell and price their merchandise. A company called Keen.com has set up a directory of specialists to whom you can address questions. When you choose a name and click on the "Call Now" button, the specialist is contacted and will personally call and answer your questions. Keen.com charges a per-minute fee to the person who contacts its specialist. Keen.com would be classified as a:
ANS: D A service is the result of applying human or mechanical efforts to people or objects. PTS: 1 REF: 159 OBJ: 11-1 TYPE: App TOP: AACSB Technology | TB&E Model Customer | TB&E Model Online/Computer 3. A(n) _____ is the result of applying human or mechanical efforts to people or objects.
ANS: D PTS: 1 REF: 159 OBJ: 11-1 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Product
ANS: B PTS: 1 REF: 159 OBJ: 11-1 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy 5. Baltimore's Chesapeake Habitat for Humanity (CHH) renovates vacant houses and sells them at no-interest mortgage rates to low-income home buyers. To pay some of the costs of the renovation supplies, CHH has established a for-profit company called TeamBuilds, where corporate teams pay $7,500 for an all-day team-building session with a management consultant while they work together on renovation. TeamBuilds is an example of a(n):
ANS: A PTS: 1 REF: 159 OBJ: 11-1 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 6. A service cannot be touched, seen, tasted, heard, or felt in the same manner in which goods can be sensed and, therefore, is referred to as:
ANS: E PTS: 1 REF: 159 OBJ: 11-2 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Product
ANS: C Services are intangible; furniture is tangible. PTS: 1 REF: 159 OBJ: 11-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Product 8. Ian Trent has an MBA and is being recruited by an investment banking firm as a sales representative. He has had ten years of experience in selling industrial supplies. He was quite successful in this job but is worried that selling investment strategies may be more difficult. What factor would be the major reason for this worry?
ANS: A
Investment banking has many intangible features and benefits that make it quite different from tangible products like industrial supplies. PTS: 1 REF: 159 OBJ: 11-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Product 9. A(n) _____ is a characteristic that can be easily assessed prior to purchase, such as the softness of a mattress or the color of curtains.
ANS: A PTS: 1 REF: 160 OBJ: 11-2 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Product
ANS: E Only after experiencing them could participants tell whether they had gained from the exercises. PTS: 1 REF: 160 OBJ: 11-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 11. Western Union has 225,000 locations where clients can receive money in 196 countries. Because a person can send money from a small town in Georgia to a small town in Mexico without worrying, Western Union has a high degree of _____ quality.
ANS: C Only after receiving the money can participants tell if the money remittance actually works. PTS: 1 REF: 160 OBJ: 11-1 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Customer 12. Aristide and Oana are considering attending a clinic to help them quit smoking. They will be better able to assess the _____ of the clinic after they attend the clinic and learn about the techniques it uses to help customers quit smoking.
ANS: B PTS: 1 REF: 160 OBJ: 11-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Customer 13. Many people would like to sell and buy on eBay, the most popular of the current Internet auction sites, but they have questions about the process and how to sell and price their merchandise. A company called Keen.com has set up a directory of specialists to whom you can address questions. When you choose a name and click on the "Call Now" button, the specialist is contacted and will personally call and answer your questions. _____ is a characteristic of this service because you cannot evaluate its usefulness until after you have received and used the specialist's advice.
ANS: B PTS: 1 REF: 160 OBJ: 11-2 TYPE: App TOP: AACSB Technology | TB&E Model Customer | TB&E Model Online/Computer 14. Deidre Longo has just accepted a position at a major entertainment venue where she is responsible for selling season tickets. She formerly was a salesperson for a company that sold sound systems for arenas, stadiums, and theaters. She believed she understood why theater managers bought certain products but realizes selling tickets to individuals will be different. What is one of the key differences she can expect to find?
ANS: C
Many service situations are complicated and customers do not have the knowledge to judge the quality of the actual service itself. This question is difficult because it ties together several concepts that are in different sections of the chapter. PTS: 1 REF: 160 OBJ: 11-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Customer 15. A(n) _____ is a characteristic that cannot easily be assessed even after purchase since the customers do not have the knowledge or experience.
ANS: E PTS: 1 REF: 160 OBJ: 11-2 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Customer 16. Which of the following services would be most likely to exhibit strong credence qualities?
ANS: C
A credence quality is a characteristic that cannot easily be assessed even after purchase and experience. PTS: 1 REF: 160 OBJ: 11-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Product 17. Management-labor mediation, child care, and college preparation classes are all services that are produced and consumed at the same time. All of these services exhibit the service characteristic of:
ANS: A PTS: 1 REF: 160 OBJ: 11-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Product 18. LaVergne had her makeup professionally applied for her prom night. She went to the beauty salon, watched as the makeup artist applied cosmetics to her face, and then went home feeling gorgeous. LaVergne's makeover illustrates which service characteristic?
ANS: B
Inseparability is when services or goods are produced and consumed at the same time. PTS: 1 REF: 160 OBJ: 11-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Product | TB&E Model Customer 19. A reading service for the visually impaired requires each reader applicant to prepare and submit a one-hour interview tape of material chosen by the service to determine whether the reader has pleasing vocal characteristics and is accent-free so that it is not necessary to use the same reader every time. The reading service is trying to limit problems associated with the service characteristic of:
ANS: C
Heterogeneity means that a service tends to be less standardized and uniform than goods. PTS: 1 REF: 160 OBJ: 11-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 20. There are fewer problems caused by the service characteristic of _____ when the service being purchased requires little interaction between the service personnel and the customer.
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