a Backward integration b Vertical integration c Forward integration d

A backward integration b vertical integration c

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a Backward integration b Vertical integration c Forward integration d Horizontal integration 36 (1 ) A is any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives. a Peo ple b Publ ic c Prof le d Pro- associatio n 37 A is anything that can be offered to a market to satisfy a want or need. a Servi ce b Conc ept c Choice Set d Prod uct 38 (1 ) Existing laws concerning marketing abuses are often difficult to enforce
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Tru e Fal se 39 (1 ) Creating strategic alliances point out the high failure rate of such alliances, which is probably unfair, since short term objectives may have been met. Tru e Fal se 40 (1 ) Because services are characterized by the issues of inseperability, service providers often will have to: a Reduce inventory b Train the customers c Lower their prices d Minimize the inseparability issues 问题 41 (1 ) The simplest defnition of marketing is delivering customer satisfaction at a proft True False 问题 42 (16 ) Describe how a hotel, restaurant, or theater can deal with the intangibility, inseparability, variability, and perishability of the service it provides. Give two specifc examples of each Intangibility- "services cannot be seen, tasted, felt, heard, or smelled before purchased For Example: if you are booking online you do not see the physical room you are staying in until you get there. · Inseparability- services cannot be separated from their providers
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For Example: If you choose a quiet and romantic restaurant to spend your anniversary with your wife, but the crowd around you is noisy, you will be disappointed. · Variability-Quality of services depends on who provides them and when, where, and how. For Example: If the restaurant's service staff can't provide good service to customers, the customer experience will not be so good. So no matter how good the food is, if customers receive poor service from a bad employee, they are likely to negatively impact the restaurant. · Perishability- services cannot be stored for later sale or use. For example: If a hotel has a room that is not sold, it has no revenue. The room is sold the next day, but the previous loss cannot be made up 问题 43 (1 ) Hotel Developers generally have lower barriers to entry than restaurant developers True False 问题 44 (1 ) If you manage a 200 room hotel and only sell 150 rooms tonight, you can't stockpile the extra 50 rooms to sell tomorrow. This is a problem with the _______________ of service aInseparability bVariability c Perishability d Intangibility 问题 45 (1 ) Studies have shown the best way to deal with service failure is to: a Give the unhappy customers timely information regarding the failure b Ignore the failure in the hopes the customer will
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forget about it c Refund the customers money whenever a failure occurs d Replace the unhappy customers with a happier one 问题 46 (10 ) What is customer equity? How can a company increase its customer equity? Customer equity is the total combined customer lifetime values of all of the company’s customers.
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