Marketing Final Exam

Each customers order to his or her preferences this

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Unformatted text preview: and courtesy of employees and their ability to convey trust. PTS: 1 REF: 189 Thinking KEY: CB&E Model Product OBJ: 12-3 TOP: AACSB Reflective MSC: BLOOMS Application 113. Refer to Got Milk? Customers place orders at Manhattanmilk.com two days before the delivery date. The Internet allows Manhattan Milk to customize each customer’s order to his or her preferences. This is an example of: a. a supplementary product b. an intangible product c. mass customization d. a promotion strategy e. internal marketing ANS: C Mass customization is a strategy that uses technology to deliver customized services on a mass basis. PTS: 1 REF: 192 OBJ: 12-4 Thinking KEY: CB&E Model Product | CB&E Model Strategy TOP: AACSB Reflective MSC: BLOOMS Application The Ritzy Canine The Ritzy Canine Carriage House looks like several other Manhattan boutique hotels. The lobby features a crystal chandelier, brocade-patterned wallpaper, gold-framed mirrors, and antique chairs. Room service and salon service are available as well as exercise facilities. There is also a masseuse on staff. The Ritzy Canine is a high-end doggy “hotel” and “spa” where dogs are the only guests, and they are lavishly cared for. The $175-a-night Windsor Suite even has a DVD player. Without such extras, a one-day visit will cost $40 to $50, depending on the size of the dog. 114. Refer to The Ritzy Canine. Before leaving a dog at The Ritzy Canine, its owner would more than likely inspect the facilities and use _____ qualities to evaluate the establishment. a. experience b. credence c. investigative d. e. search standardized ANS: D A search quality is a characteristic that can be easily assessed before purchased. PTS: 1 REF: 188 Thinking KEY: CB&E Model Product OBJ: 12-2 TOP: AACSB Reflective MSC: BLOOMS Application 115. Refer to The Ritzy Canine. While it is difficult for dog owners to evaluate the service their pooch will receive, they are impressed with the upscale design and amenities offered. To cope with the problems of service _____, the facilities at The Ritzy Canine are upscale in design to give the impression of excellent treatment. a. perishability b. homogeneity c. intangibility d. inseparability e. heterogeneity ANS: C Intangibility is the inability of services to be touched, seen, tasted, heard, or felt in the same manner that goods can be sensed. PTS: 1 REF: 188 Thinking KEY: CB&E Model Product OBJ: 12-2 TOP: AACSB Reflective MSC: BLOOMS Application 116. Refer to The Ritzy Canine. Research has shown that consumers evaluate service quality on five components. When customers rate the people who supervise the dog activities as being “dog people” who have an understanding of the needs of dogs and their owners, they are concerned with the _____ component. a. reliability b. responsiveness c. standardization d. empathy e. flexibility ANS: D Empathy represents caring, individualized attention to customers. PTS: 1 REF: 189 Thinking KEY: CB&E Model Product OBJ: 12-3 TOP:...
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