mktg ch 122 - 1 The continuum of businesses from pure...

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1 The continuum of businesses from pure service and pure product at either end demonstrates that: A) few businesses are purely products. B) few businesses are purely services. C) most businesses use some elements of service to help build sustainable competitive advantages. D) most service-dominant businesses still offer some sort of products or demonstrate elements of product marketing. E) All of the above. 2 The marketing of services differs from product marketing because services are: A) intangible, inseparable, variable and perishable. B) inseparable, variable, transitory and intangible. C) intangible, inseparable, variable and resistant to the idea and practice of marketing. D) intangible, inseparable, variable and professional. E) intangible, inseparable, domestic and perishable. 3 Many hotels use satisfaction guarantees to overcome the problem of ___________ of services. A) intangibility B) inseparability C) perishability D) variability E) zone of tolerance allowances 4 Because services like airline flights and hotel beds are perishable, many marketers attempt to
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mktg ch 122 - 1 The continuum of businesses from pure...

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