Exam 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers

________ means that services cannot be separated from their providers,whether the providers are people or machines.

The typical shopper passes by some 300 items per minute,and more than ________ per cent of all purchase decisions are made in stores.

A manager of a Holiday Inn said,'We have power and value in the market and people are willing to pay for it'.This manager is referring to ________.

Some cinemas offer serious discounts on slow days,such as half price or 'Cheapy' Tuesday.This is an example of a service firm managing the ________ characteristic of services.

Service providers must consider four special service characteristics when designing marketing programs.Which is NOT one of these characteristics?

Good ________ contributes to a product's usefulness as well as to its looks.

Which of the following capital items is NOT considered accessory equipment?

Style is a larger concept than design.Design describes the appearance of a product.

Products that the customer either does not know about or knows about but does not think of buying are known as ________ products.

Cannibalisation and customer confusion about product differentiation are two potential results if line filling is overdone.

You have an upset stomach after overindulging last night.Your partner rushes to the corner convenience store for a bottle of Gavascon,an antacid tablet.This product is a(n)________ product.

Attributes are the least desirable level for brand positioning because competitors can easily copy attributes,and customers are more interested in what attributes will do for them than in the attributes themselves.

________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying.These products require a lot of advertising,personal selling and other marketing efforts.

All of the following are a manufacturer's sponsorship options for a product EXCEPT ________.

Customer retention is perhaps the best measure of quality;a service firm's ability to hang on to its customers depends on how consistently it delivers value to them.

________ items are industrial goods and services that aid in the buyer's production or operations,including installations and accessory equipment.

It is harder to judge ________ quality than product quality.

Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance?

Successful service companies focus their attention on both their customers and their employees.

Readings Bookstores,an independent small chain based in Melbourne,go beyond mere retail sale of books,CDs and DVDs.Their stores are meeting places and hubs of activities as they host a diverse range of events throughout the year-including book launches,book readings,author signings,seminars,special events and live in-store music performances.Readings seeks to differentiate itself by offering customer experiences with the brand.