Question 1: The potential disadvantages of ________ are the risks and lack of control from becoming aligned with another brand in the consumers mind. Consumer expectations about the level of involvement and commitment are likely to be high, so unsatisfactory performance could be very negative for the brands involved.

Student Answer: co-branding

primary service features




Question 2. Question : Sometimes companies achieve differentiation through the sheer range of its service offerings and the success of its ________ efforts.

Student Answer: pricing



sales representatives’

none of the above

Question 3. Question : Services cannot be seen, tasted, felt, or heard before they are bought. To reduce uncertainty, buyers will look for evidence of quality. They will draw inference about quality from place, people, and price they see. Therefore, the service provider’s task is to “________.”

Student Answer: communicate value

manage the evidence

go full speed ahead

provide high touch, high price

none of the above

Question 4. Question : To match demand and supply, service marketers can utilize a number of strategies on the demand side. Which of the following is NOT one of these strategies?

Student Answer: Provide complementary services to waiting customers

Cultivate nonpeak demand

Differential pricing

Share services

Manage demand levels through a reservation system

Question 5. Question : A group of products within a product class that are closely related because they perform a similar function, are sold to the same customer groups, are marketed through the same outlets or channels, or fall within given price ranges is known as a ________.

Student Answer: product type

product class

need family

product variant

product line

Question 6. Question : A company can classify its products into four types that yield different gross margins, depending upon sales volume and promotional costs. The four classifications include all EXCEPT ________.

Student Answer: core product

shopping goods



convenience items

Question 7. Question : Products such as insurance, cemetery plots, and smoke detectors are examples of ________ that are products that the consumer does not know about or does not normally think of buying. a.specialty goods

Student Answer: unsought goods

heterogeneous shopping goods

homogeneous shopping goods

none of the above

Question 8. Question : Marketers have traditionally classified products on the basis of three characteristics: ________, tangibility, and use.

Student Answer: customer value hierarchy




none of the above

Question 9. Question : Many sellers offer either general or specific guarantees. Guarantees reduce the buyer’s ________ risk.

Student Answer: actual





Question 10. Question : ________ describes the service program for helping customers keep purchased products in good working order.

Student Answer: Returns

Ordering ease


Maintenance and repair



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