Marketing Final Exam

Is an example of a a cooperative service b mass

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Unformatted text preview: Mass customization can deliver customized services on a mass basis, which results in giving each customer whatever he or she asks for. PTS: 1 REF: 192 Thinking KEY: CB&E Model Product OBJ: 12-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 55. The ability of customers to go online to design their own dining room table or sofa at Norwalkfurniture.com is an example of: a. a cooperative service b. mass customization c. aggregated standardization d. a market development strategy e. mental stimulus processing ANS: B Mass customization is a strategy that uses technology to deliver customized service on a mass basis. PTS: 1 REF: 192 OBJ: 12-4 KEY: CB&E Model Product | CB&E Model Online/Computer TOP: AACSB Technology MSC: BLOOMS Application 56. The catalog and online retailer Lands’ End offers custom-fit chinos via the Web. For a price of $54, U.S.-based customers can select their style and fit preferences, enter details about their body shape, and receive a pair of custom-made pants in their mailbox two to four weeks later. For Lands’ End, this means that the company avoids stocking up to 2.8 billion different styles and sizes of garments. Instead, Lands’ End orders each unit to be individually fashioned by a contract manufacturer that ships directly to the consumer. Lands’ End is using: a. mass customization b. supplementary service c. component service d. customized service e. nonprofit marketing ANS: A Mass customization uses technology to deliver customized service on a mass basis. PTS: 1 REF: 192 OBJ: 12-4 KEY: CB&E Model Product | CB&E Model Online/Computer TOP: AACSB Technology MSC: BLOOMS Application 57. After years of expansion, Starbucks recently closed 600 of its poorer performing stores. Many of the stores closed were near other Starbucks locations. In those areas, management felt that the company had too many outlets, which was boosting the company’s cost unnecessarily. Decisions concerning the number of outlets are a part of the _____ strategy of service organizations. a. distribution b. promotion c. d. e. production product demand/supply ANS: A Distribution strategies for service organizations focus on convenience, number of outlets, direct versus indirect distribution, location, and scheduling. PTS: 1 REF: 192 Thinking KEY: CB&E Model Distribution OBJ: 12-4 TOP: AACSB Reflective MSC: BLOOMS Application 58. All of the following are keys factor in the distribution strategy for services EXCEPT: a. customization b. convenience for customers c. number of intermediaries and outlets d. scheduling of service deliveries e. location ANS: A Customization is a key factor in the product component of the service marketing mix. PTS: 1 REF: 192 Thinking KEY: CB&E Model Distribution OBJ: 12-4 TOP: AACSB Reflective MSC: BLOOMS Analysis 59. All of the following are recommended promotional strategies for services EXCEPT: a. concentrating on franchising b. stressing tangible cues c. using personal information sources d. creat...
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This document was uploaded on 09/29/2013.

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