Marketing Final Exam

A decision to use public service announcements about

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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. PTS: 1 REF: 197-198 Thinking 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. a. product b. service c. distribution d. promotion e. price ANS: D Communication with potential target markets is an example of promotion. PTS: 1 REF: 198 Thinking 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. retail operation b. service c. wholesale intermediary d. facilitator e. manufacturer ANS: B A service is the result of applying human or mechanical efforts to people or objects. PTS: 1 REF: 187 Thinking 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. a. experience b. credence c. cognitive d. search e. perceptual ANS: A An experience quality is a characteristic that can be assessed only after use. PTS: 1 REF: 188 Thinking 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: a. assurance b. empathy c. reliability d. tangibles e. consistency ANS: C Reliability is the ability to perform a service right the first time. PTS: 1 REF: 189 Thinking 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? a. Creativity b. Assurance c. Empathy d. Tangibility e. Reliability ANS: B Assurance is the knowledge...
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