Exam Questions 2022-12-12 22 - 22 - 45

Discussion questions
Question 3 — slide from ch 8 p 2
Question 4 — ch 10 5 dimensions of service
Q 6 — global mktg — company must conduct a pest analysis

Based on what they learn, they must decide between standard product or modified
product or one w minor modifications
If they decide to standardize, they will not change marketing mix
Q7
Q8
Q 9 ch personal selling —> 5 types of objections slide
Q 10
Multiple choice
1. With a medical exam, the core product can be a lot of annoying poking and prodding.
2. With a medical exam, the is maintaining your health.
3. In the test marketing step of new product development, the firm tests the complete mktg plan in a
small geographic area that is similar to the larger market the firms hope to enter.
4. Which of the following is an advantage for first-mover advantage marketers?
a. High profits as soon as they enter market
b. Readily recognizable to consumers
c. Share market w few competitors that have monopoly power
d. Always succeed in a marketplace bc of lack of competition
e. Need not focus on creating demand for a product category
5. are goods and services ( other than convenience products for which a consumer has little
awareness or interest until a need arises
a. Attribute-based shopping products
b. Price-based shopping products
c. Specialty products
d. Emergency products
e. Unsought products
6. Basics Inc., a chain store, markets paper, food, household cleaning supplies, medicine, cosmetics, and
oral care products. Under oral-care products, Basics Inc. markets a brand of toothpastes available in three
sizes and two formulators (paste and gel). Out of these, paper, food, household cleaning supplies,
medicine, cosmetics, and oral-care products constitute the:
a. Product-line depth
b. product mix spread
c. Product mix breadth
d. Product line speed
e. Product line offer
*** if q had been about the different tooth paste sizes, would have been A
7. Metro Corp., a discount store, markets paper, food, household cleaning supplies, medicine, cosmetics,
and Metro Corp. is an example of:
a. Product mix spread
b. Product line depth
c. Product line spread
d. Product line offer
e. Product mix breadth
8. Voya Cafe has differentiated itself from its competitors by allowing customers to suit in the cafe for as
long as they want and giving them access to the cafe’s library. Additionally, celebrities have endorsed the
brand, which has helped the café create a better brand image among the target customers. This is an
example of:
a. Brand positioning
b. Brand endorsement
c. Brand equity
d. Brand extension
e. Positive branding
9. Goofi inc. manufactures jeans and t-shirts for men, women and kids. It also has a separate section that
deals exclusively w designer wear for celebrities. The clothes in the four segments are marketed under
different brand names. This is an examine of:
f. Corporate and product line branding
g. Corporate or family branding
h. Individual branding
i. Effective branding
j. Smart branding
10. A tattoo artist encourages her customers to choose their own tattoo designs so that they will be more
satisfied with the end results. Since a tattoo is not easy to remove, the artist provides a guarantee to the
customer based on her experiences w other clients. Which of the following service characteristics is best
demonstrated in this scenario?
k. Variability
l. Consistency
m. Perishability
n. Intangibility
o. Inseparability
11. A retirement home has provided bicycles to its residents to help them move around the housing area.
However the residents are not keen on using this service and prefer to use golf cards instead. This is an
example of which type of gap?
b. Services
c. Communication
d. Delivery
e. Standards
f. Knowledge
12. The knowledge gap differs from the standards gap in that the standards gap pertains to the difference
between:
g. A firms perceptions of customers expectations and the service standards it sets
h. A firms service standards and the actual service it provides to customers
i. Customers expectations and a firm perceptions of those expectations
j. Customers expectation and service standards set by a firm
k. Actual services provided to customers and services that a firms promotion program, promises

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Discussion questions

Question 3 — slide from ch 8 p 2

Question 4 — ch 10 5 dimensions of service

Q 6 — global mktg — company must conduct a pest analysis

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