Unformatted text preview: and courtesy of employees and their ability to convey trust.
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 supplementary product
an intangible product
a promotion strategy
Mass customization is a strategy that uses technology to deliver customized services on a mass
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.
standardized ANS: D
A search quality is a characteristic that can be easily assessed before purchased.
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.
Intangibility is the inability of services to be touched, seen, tasted, heard, or felt in the same
manner that goods can be sensed.
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.
Empathy represents caring, individualized attention to customers.
KEY: CB&E Model Product OBJ: 12-3 TOP:...
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- Fall '13
- Marketing, AACSB Reflective, CB&E Model Strategy, CB&E Model