MNM3036 2011 mnm3036-201_2011_2_e

2 the buying behaviour for the purchase of a service

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2. The buying behaviour for the purchase of a service is strongly influenced by the consumer‟s perception. 3. The quality of a service is never constant. 4. Heavy investment in human resources development initiatives can improve service quality. 5. The inseparability of a service does not affect the quality of the service. (2) QUESTION 4 A business manufacturing and marketing outdoor wooden furniture has found that the unit costs of its products have decreased by 10% each time its production doubles in volume. This trend between cost and production volume can be ascribed to the ... 1. working of the break-even analysis. 2. changes in the demand for the product. 3. effect of marginal cost. 4. effect of the experience curve. 5. effect of bundle pricing and demand backward pricing. (2) QUESTION 5 Which TWO of the following statements about packaging are WRONG ? a Packaging can enhance the value of the product to the consumer. b Packaging conveys information to the consumer. c Packaging may hold a differential advantage for the product. d Packaging is regarded by consumers as an added convenience received free of charge. e Packaging of consumer products hampers the handling and storing of these products by the retailer. 1. a b 2. b c 3. c d 4. d e 5. b d (2)
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MNM3036/201 11 QUESTION 6 Which ONE of the following alternatives is NOT an option as a strategy for “dogs” in the Boston Consulting Group's (BCG) matrix? 1. Build 2. Hold 3. Relaunch 4. Harvest 5. Divest (2) QUESTION 7 Which TWO of the following are examples of the demand based pricing method? a Experience-curve pricing b Prestige pricing c Penetration pricing d Customary prices e Value-based pricing 1. a b 2. c d 3. d e 4. b e 5. a c (2) QUESTION 8 Which ONE of the following is NOT a source of brand equity? 1. Brand awareness 2. Perceived quality 3. Brand loyalty 4. Brand associations 5. Brand differentiation (2) QUESTION 9 Which ONE of the following is NOT a form of segmented pricing? 1. Pricing based on the type of customer 2. Product form pricing 3. Location pricing 4. Uniform regional pricing 5. Time pricing (2)
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