SQ (marketing)
Services Marketing (July 2103 Semester)
Sample Multiple Choice Questions (Chapters 7-15 only)
NO Answers to be provided; students to research from the text and notes. The lecturer will NOT be posting any answers so do not request – THANKS
Note: Some question numbers are missing as the lecturer has removed the questions as they may not be relevant.
Practice these as a way of revising the topics.
================================================================================
Chapter 7: Promoting Services and Educating Customers
1.
a.
b.
c.
d.
e.
Which of the following is not a role played by service marketing communications?
Add value through communication content.
Facilitate customer involvement in service production.
Positioning to attract investors.
Stimulate or dampen demand to match capacity.
Position and differentiate the service.
2. In ____________ services, where much of the firm’s expertise is hidden, firms may need to illustrate equipment, procedures, and employee activities that are taking place
____________.
a.
b.
c.
d.
e.
high-contact; front-stage low-contact; backstage high-contact; backstage low-contact; front-stage high-contact; intangibly
3. Which of the following is NOT one of the four problems for marketers seeking to promote a service’s benefits?
a. Distribution
b. Abstractness
c. Generality
d. Non-searchability
e. Mental impalpability
4. Which of the following is NOT a common educational and promotional objective in service settings? a.
b.
c.
d.
e.
Build awareness of and interest in an unfamiliar service or brand.
Reposition a service relative to competing offerings.
Familiarize customers with service processes in advance of use.
Encourage trial of competing products.
Recognize and reward valued customers and employees.
1
5. Which of the following is NOT a communication task for which marketers use the Internet?
a.
b.
c.
d.
e.
Promoting consumer awareness and interest.
Sample Multiple Choice Questions (Chapters 7-15 only)
NO Answers to be provided; students to research from the text and notes. The lecturer will NOT be posting any answers so do not request – THANKS
Note: Some question numbers are missing as the lecturer has removed the questions as they may not be relevant.
Practice these as a way of revising the topics.
================================================================================
Chapter 7: Promoting Services and Educating Customers
1.
a.
b.
c.
d.
e.
Which of the following is not a role played by service marketing communications?
Add value through communication content.
Facilitate customer involvement in service production.
Positioning to attract investors.
Stimulate or dampen demand to match capacity.
Position and differentiate the service.
2. In ____________ services, where much of the firm’s expertise is hidden, firms may need to illustrate equipment, procedures, and employee activities that are taking place
____________.
a.
b.
c.
d.
e.
high-contact; front-stage low-contact; backstage high-contact; backstage low-contact; front-stage high-contact; intangibly
3. Which of the following is NOT one of the four problems for marketers seeking to promote a service’s benefits?
a. Distribution
b. Abstractness
c. Generality
d. Non-searchability
e. Mental impalpability
4. Which of the following is NOT a common educational and promotional objective in service settings? a.
b.
c.
d.
e.
Build awareness of and interest in an unfamiliar service or brand.
Reposition a service relative to competing offerings.
Familiarize customers with service processes in advance of use.
Encourage trial of competing products.
Recognize and reward valued customers and employees.
1
5. Which of the following is NOT a communication task for which marketers use the Internet?
a.
b.
c.
d.
e.
Promoting consumer awareness and interest.