Marketing Final Exam

Rewarded its tour guides based on the number of bears

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Unformatted text preview: to the variability of the inputs and outputs of services, which causes services to tend to be less standardized and less uniform than goods. PTS: 1 REF: 188-189 Thinking KEY: CB&E Model Product OBJ: 12-2 TOP: AACSB Reflective MSC: BLOOMS Application 121. Refer to Grizzly Watching. If Great Bear Nature Tours rated and rewarded its tour guides based on the number of bears seen by guests, the tour guides might be willing to accept more risk in seeking out the bears than guests would really want. This could result in which service quality gap? a. A gap between what customers want and what management thinks customers want b. A gap between what management thinks customers want and the quality specification that management develops to provide the service c. A gap between the service quality specifications and the service that is actually provided d. A gap between what the company provides and what the customer is told it provides e. A gap between the service that customers receive and the service they want ANS: B The lodge has set a quality specification based on what it thinks guests want, number of bears seen, when guest want to see bears, but not in unsafe situations. PTS: 1 REF: 190 Thinking KEY: CB&E Model Customer OBJ: 12-3 TOP: AACSB Reflective MSC: BLOOMS Application 122. Refer to Grizzly Watching. The height of the bear-watching season is in the fall during salmon spawning season. Tourists love to watch bears capturing salmon as the salmon swim upstream to spawn. If a bear-watching tour lodge raises its prices during this season, it is practicing: a. b. c. d. e. revenue-oriented pricing operations-oriented pricing target market pricing patronage-oriented pricing cumulative pricing ANS: B Operations-oriented pricing seeks to match supply and demand by varying prices. PTS: 1 REF: 194 Thinking KEY: CB&E Model Pricing OBJ: 12-4 TOP: AACSB Reflective MSC: BLOOMS Application 123. Refer to Grizzly Watching. Instead of pricing guests separately for their room, breakfast, tours, and so on, Great Bear Nature Tours charges a _____ price of $1,418 per night, including bearwatching tours. a. bundled b. supplementary c. core service d. heterogeneity e. unbundled ANS: A Prices that reflect multiple aspects of related services are termed bundled prices. PTS: 1 REF: 194 Thinking KEY: CB&E Model Pricing OBJ: 12-4 TOP: AACSB Reflective MSC: BLOOMS Application 124. Refer to Grizzly Watching. At Great Bear Nature Tours, the owners are careful to treat both guests and employees very well. In fact, some employees have commented that the employees are treated like they were guests. This is an example of: a. knowing your target market b. interior/exterior marketing c. internal marketing d. gap theory e. unbundled marketing ANS: C Internal marketing means treating employees as customers. PTS: 1 REF: 195 Thinking KEY: CB&E Model Strategy OBJ: 12-6 TOP: AACSB Reflective MSC: BLOOMS Application ESSAY 1. Compare and contrast search quality, experience qual...
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This document was uploaded on 09/29/2013.

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