Unformatted text preview: esired are long term, and service quality determines whether the objective is
achieved. Word-of-mouth and financial objectives do not deal with product decisions.
KEY: CB&E Model Product OBJ: 12-8 TOP: AACSB Reflective MSC: BLOOMS Application 108. Refer to Smithsonian Children’s Exhibit. A decision to use public service announcements about
the microbe exhibit and to broadcast them in the Washington, DC, area is an example of a _____
decision the Smithsonian would need to make.
Communication with potential target markets is an example of promotion.
KEY: CB&E Model Promotion OBJ: 12-8 TOP: AACSB Reflective MSC: BLOOMS Application Got Milk?
Just because consumers live in a big city doesn’t mean they can’t have fresh milk right from the
farm. Many dairy farms, such as Oberweis Dairy and Smith Brothers Farms, offer home delivery
of fresh milk, just like in the old days. While some of these services are established and have been
around since the 1920s, New York City–based Manhattan Milk started up in 2008. For $20 or
more, depending on what is ordered, consumers anywhere in Manhattan can enjoy organic milk,
butter, yogurt, and cheese from Pennsylvania Amish farms and eggs from Vermont. Unlike most
store-bought milk, theirs is not homogenized and is free of hormones typically given to cows to
produce more milk.
109. Refer to Got Milk? Manhattan Milk is an example of a:
A service is the result of applying human or mechanical efforts to people or objects.
KEY: CB&E Model Product OBJ: 12-1 TOP: AACSB Reflective MSC: BLOOMS Application 110. Refer to Got Milk? Manhattan Milk has a high _____ quality because its quality can only be
assessed after its use.
An experience quality is a characteristic that can be assessed only after use.
KEY: CB&E Model Product OBJ: 12-2 TOP: AACSB Reflective MSC: BLOOMS Application 111. Refer to Got Milk? One important aspect of Manhattan Milk’s service is the ability to deliver the
milk within 48 hours of being milked from the cow. This service quality component of the ability
to perform the service dependably, accurately, and consistently is referred to as:
Reliability is the ability to perform a service right the first time. PTS: 1
KEY: CB&E Model Product OBJ: 12-3 TOP: AACSB Reflective MSC: BLOOMS Application 112. Refer to Got Milk? Oberweis Dairy has been in business for over 80 years, and customers trust
this provider. Which component of service quality does this trust exemplify?
Assurance is the knowledge...
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- Fall '13
- Marketing, AACSB Reflective, CB&E Model Strategy, CB&E Model