1.If you hire an accountant to work on your firm's accounts, the accountant does not have to be in your building to do the work. This is an example of which characteristic of services NOT being TRUE for all situations.

Select one:

a. intangibility

b. inseparability

c. variability

d. amenability

e. perishability

2.

Three common problems that firms have are:

• The employee with the solution doesnt have the resources needed to implement it
• The origin of the problem and solution exists elsewhere in the organisation
• Many small, good ideas slip through the cracks and never get actioned

These can be addressed by:

Select one:

a. changing market offerings

b. a service-profit chain

c. focusing on customer value

d. product support services

e. more sales team meetings

3.

When a firm uses a spokesperson to promote their brand, what is this called?

Select one:

a. substantial differentiation

b. more for more

c. image differentiation

d. same for less

e. socially responsible target marketing

4.

You are in Singapore and it start to rain very hard. You see a person selling umbrellas on the street and you buy one. The umbrellas is:

Select one:

a. shopping product

b. supplies and services

c. specialty product

d. convenience product

e. an unsought product

5.

Which of the following is TRUE?

Select one:

a. satisfied customers often look for new brands to trial

b. service variability is a strength for service firms

c. Brand valuation is not the same as brand equity

d. Customer value is mainly concerned with product features

e. A service is not a product

6.

Market segmentation is defined as:

Select one:

a. changing customer demands so that they fall into homogeneous groups

b. the process of positioning the company toward distinct subsets of customers.

c. used on all products at all times.

d. dividing a market into different groups of relatively homogeneous customers

e. dividing a market into separate groups of relatively heterogeneous customer groups.

7.

Which of the following is NOT TRUE for services?

Select one:

a. they cannot be produced and stored when the firm forecasts an increase in demand

b. In services, time factor is crucial. A service provider who sits idle waiting for customers to turn loses that time forever.

c. Demand for services is often managed by appointments.

d. they cannot be returned to firm once they are consumed.

e. A service can be marketed using exactly the same marketing mix as a good.

8.

A brand name needs to be:

Select one:

a. long enough to describe the product

b. very close to other firm's names, to benefit from their brand recognition

c. able to be used in many markets because it is translatable

d. hard to pronounce to add to its appeal

e. not too distinctive, it has to be like competitors

9.

When marketers choose to promote one feature of a product, this is known as :

Select one:

a. differentiated targeting

b. unique selling proposition

c. niche marketing

d. micromarketing

e. a pre-emptive difference

10.

Which of the following is TRUE?

Select one:

a. A service-profit chain is important only for small firms with employees who know each other well

b.

Value is created by satisfied, loyal, and productive employees

c. for mature firms, it is not necessary to communicate to customers about the firm's positioning.

d. a firm can have good productivity without being efficient

e. Service-value chains are only important for firms such as retailers who deal with the public.