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Unformatted text preview: Mid-Term Exam http://bsuonline.bowiestate.edu/...=4B788CE514FD4D7F8708762CCD7A5EFC&response_Id=D79CF965DF424A939E8B60FDDE306037[11/23/2010 3:57:59 PM] 1. Which of the following is NOT a key factor in the distribution strategy for services? A) scheduling of service deliveries B) number of intermediaries and outlets C) location D) customization E) convenience for customers Feedback: Customization is a key factor in the product component of the service marketing mix. 2. Rexona is the number one brand of deodorant worldwide. Since it was launched in the 1960s, it has added an antiperspirant, a stick deodorant, deodorant wipes, and Rexona for Men. These additions are examples of: A) product portfolio width adjustments B) product item contractions C) product line extensions D) mix repositionings E) SBU expansions Feedback: Product line extension occurs when a firm adds a product to an existing product line to compete more broadly in the industry. 3. Which of the following statements about bar codes is true? A) Bar codes are also called universal pricing codes (UPCs). B) Bar codes can be read by optical scanners. C) Bar codes were first used in 2000. D) None of these statements about bar codes is true. E) Bar codes cannot be used as a marketing research tool. Feedback: Bar codes are the same as universal product codes. They were first developed in 1974. Also bar codes can be used in single- source research. 4. Submitted by HOWELL, NAQUENA (HOWELLN0208) on 11/23/2010 1:36:40 PM Points Awarded 39.00 Points Missed 11.00 Percentage 78.0% Points Earned: 1.0/1.0 Correct Answer(s): D Points Earned: 1.0/1.0 Correct Answer(s): C Points Earned: 1.0/1.0 Correct Answer(s): B Mid-Term Exam http://bsuonline.bowiestate.edu/...=4B788CE514FD4D7F8708762CCD7A5EFC&response_Id=D79CF965DF424A939E8B60FDDE306037[11/23/2010 3:57:59 PM] An elementary school teacher purchased a ream of art paper, a box of crayons, and some modeling clay. These products could be classified as either business goods or consumer goods, depending on the teacher's intended use. A) True B) False 5. Boutique Hotels In an industry where guests are tired of cookie cutter hotels, some consumers are looking for personalized service, which can be found in boutique hotels. Boutique hotels cater to their guests' sense of their personal image as being discriminating, more sophisticated, and more hip. Frequently, these guests don't want to be where the crowds are. This is a small but growing market niche. There are no generally recognized rules for boutique hotels, but they tend to be small and service oriented, with high-style decor and top-notch restaurants. Employees are called cast members. Amenities include cordless phones, CD players, Aveda brand bath and hair products, and down comforters and pillows....
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- Spring '11