Major brand marketers often spend huge amounts on

67) Major brand marketers often spend huge amounts on advertising to create brand ________
and to build preference and loyalty.
A) extension
B) awareness
C) packaging
D) internal marketing
E) preference
Answer: B
Page Ref: 244

68) While advertising campaigns can help to create name recognition, brand knowledge, and
maybe even some brand preference, brands are not maintained by advertising but by ________.
Page Ref: 244
69) Service providers must consider four special characteristics when designing marketing
programs. Which is NOT one of these characteristics?
Page Ref: 244
70) ________ means that services cannot be seen, tasted, felt, heard, or smelled before they are
bought.
Page Ref: 245

71) ________ means that services cannot be separated from their providers, whether the
providers are people or machines.
A) Service intangibility
B) Service inseparability
C) Service variability
D) Service perishability
E) Service heterogeneity
Answer: B
Page Ref: 245
72) Which of the following is NOT one of the links in the service-profit chain, linking service
firm profits with employee and customer satisfaction?
Page Ref: 246
73) Through ________, the service firm trains and motivates its customer-contact employees and
supporting service people to work as a team to provide customer satisfaction.
Page Ref: 247

74) Because service quality depends on the quality of buyer-seller interaction during the service
encounter, service marketers use ________ to train employees in the art of interacting with
customers to satisfy their needs.
Page Ref: 247
75) All of the following are methods for developing a differentiated service offer, delivery, or
image EXCEPT ________.
A) offering innovative features
B) increasing the quantity of service by giving up some quality
C) having more reliable customer-contact people
D) developing symbols and branding
E) designing a superior delivery process
Answer: B
Page Ref: 248