Marketing Final Exam

Product obj 12 4 top aacsb reflective msc blooms

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Unformatted text preview: AACSB Reflective MSC: BLOOMS Application 117. Refer to The Ritzy Canine. Which category of service processing is used at The Ritzy Canine? a. Possession b. Mental stimulus c. Physical stimulus d. Information e. People ANS: A The dogs are physical possessions of the customers. PTS: 1 REF: 191 Thinking KEY: CB&E Model Product OBJ: 12-4 TOP: AACSB Reflective MSC: BLOOMS Application 118. Refer to The Ritzy Canine. Supervised doggy care is the _____ service product, and dog massages would be _____ service products. a. central; peripheral b. primary; secondary c. core; supplementary d. essential; superfluous e. supplementary, core ANS: C The core service is the most basic benefit the consumer is buying (dog care), whereas the supplementary services are a group of services that support or enhance the core service (special treatment). PTS: 1 REF: 191 Thinking KEY: CB&E Model Product OBJ: 12-4 TOP: AACSB Reflective MSC: BLOOMS Application 119. Refer to The Ritzy Canine. What type of promotion strategy would you expect The Ritzy Canine to use? a. Engaging in postpurchase research b. Forging prepurchase commitments c. Using motivational behavior d. Creating a strong organizational image e. Using outsourced information sources ANS: D The company creates an image by managing its environment. See the description of its lobby. PTS: 1 REF: 193 OBJ: 12-4 Thinking KEY: CB&E Model Promotion | CB&E Model Strategy TOP: AACSB Reflective MSC: BLOOMS Application Grizzly Watching Have you ever wanted to spend your vacation up close and personal with a grizzly bear? Great Bear Nature Tours is one of the many lodges that provide such a service. Great Bear, located in British Columbia, is actually a lodge built on a floating barge. The lodge can handle up to ten guests in what the Wall Street Journal calls rustic but upscale accommodations in double rooms that begin at a rate of $1,418 per night, including bear-watching tours. Although bear hunting still brings tourists to Canada, bear watching is a growing attraction. On a bear-watching tour, the guide, who is often unarmed, will take you close enough to get a good view of a grizzly in the wild. In fact, one of the favorite tours allows you to watch bears swipe at salmon as they swim upstream to spawning grounds. While bear watching sounds dangerous, bear attacks are not common. However, just to be careful, many tour guides carry pepper spray. Tour guides say they are able to keep tour members safe by watching the bears and reading their body movements. 120. Refer to Grizzly Watching. The bear-watching vacation experience can vary greatly depending on many factors, including the lodge itself and the tour guide. For example, lodging can run from a “rustic” room with little more than a bed to a plush room with all the modern amenities. This is an example of the _____ characteristic of services. a. intangibility b. inseparability c. heterogeneity d. perishability e. homogeneity ANS: C Heterogeneity refers...
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This document was uploaded on 09/29/2013.

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