Marketing Final Exam

Distribution is that in a service environment a

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Unformatted text preview: ducts are distributed through unauthorized marketing channels. PTS: 1 REF: 213-214 Thinking KEY: CB&E Model Distribution OBJ: 13-7 TOP: AACSB Reflective MSC: BLOOMS Application 90. One thing that sets service distribution apart from traditional manufacturing distribution is that in a service environment: a. production and consumption are simultaneous b. production setbacks can be remedied by using safety stock c. faster modes of transportation can offset service production problems d. service distribution benefits are more tangible e. service distribution has a narrower focus ANS: A In a service environment, services are produced and consumed at the same time. PTS: 1 REF: 214 Thinking KEY: CB&E Model Distribution OBJ: 13-8 TOP: AACSB Reflective MSC: BLOOMS Analysis 91. Which of the following businesses is most likely to have a problem with distribution because production and consumption of the product occurs simultaneously? a. A company that manufacturers bicycles b. A hair salon c. A retailer that sells mattresses d. A soft drink bottler e. A wholesaler that specializes in athletic equipment ANS: B A hair salon is the only service listed. PTS: 1 REF: 214 Thinking KEY: CB&E Model Distribution OBJ: 13-8 TOP: AACSB Reflective MSC: BLOOMS Analysis 92. You are responsible for physical distribution of your company’s service and should focus on: a. ensuring the intangibility of the service so that physical distribution becomes a less important factor b. minimizing wait times, managing service capacity, and providing delivery through distribution channels c. d. e. making sure production and consumption are simultaneous setting quality standards, choosing faster transportation modes, and using safety stock customer-oriented order processing and inventory control ANS: B Service industries are customer oriented and must manage intangible services by minimizing wait times, managing service capacity, and providing delivery through distribution channels. PTS: 1 REF: 214 Thinking KEY: CB&E Model Distribution OBJ: 13-8 TOP: AACSB Reflective MSC: BLOOMS Analysis 93. Which of the following is a main area of concern for service distribution? a. Minimizing wait times b. Maximizing sales c. Creating a one-to-one relationship with customers d. Providing easy to use Internet help e. Reducing risk ANS: A The other two areas are managing service capacity, and providing delivery through distribution channels. PTS: 1 REF: 214 Thinking KEY: CB&E Model Distribution OBJ: 13-8 TOP: AACSB Reflective MSC: BLOOMS Comprehension 94. Paul operates Kayak.com, a company that allows customers to efficiently search company databases and find the best airline and hotel deals all over the Web. Kayak does not make bookings but rather provides recommendations for the best travel plans. Travel providers pay Kayak a commission for most customers who click through to their sites. Paul wants his users to have as short and sweet an experience on Kayak as possible. Time is of the es...
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This document was uploaded on 09/29/2013.

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