Name: Score:
62 Multiple choice questions
Term 1 of 62
Which of the following is an example of a service that has some success in marrying customer
and employee interests?
General Electric
Motel 6
Southwest Airlines
Mediacom
Term 2 of 62
Which of the following characteristics of services results in situations where one customer can
affect the experience of another customer?
Intangibility
Heterogeneity
Perishability
Simultaneous production and consumption
Term 3 of 62
What is a desirable quality for a brand name according to the text?
Idea Generation
Motives
It ignores subcultures, demographics, etc.
Be suggestive about product benefits; Distinctive, easy to pronounce, recognize and
remember, translate easily into foreign languages.
,Term 4 of 62
Which world view is "Think globally, act locally"?
Motives
Geocentric
Licensing
Innate needs
Term 5 of 62
In class, what was given as an example of an innovation that had a diffusion advantage because it
is "easily observed"?
Demanding customers
Less Demanding Customers
Smart watch (Apple Watch)
Southwest Airlines
Term 6 of 62
Which of the following is difficult for marketers to uncover?
Subculture
Social class
Motives
Attitudes
, Term 7 of 62
The main advantage of a retailer using its own private brand is ____?
Conflicting interests
Higher profits
Geocentric
A recovery strategy and flexible pricing
Term 8 of 62
In which of the Product Life Cycle stages does competition from within the product class
decrease and "laggards" are targeted?
Motives
Decline
Family
Licensing
Term 9 of 62
Which of the following is something marketers can do to reduce a consumer's information search
cost?
Provide point of purpose information
Lower the price
Decrease advertising
Expand distribution
62 Multiple choice questions
Term 1 of 62
Which of the following is an example of a service that has some success in marrying customer
and employee interests?
General Electric
Motel 6
Southwest Airlines
Mediacom
Term 2 of 62
Which of the following characteristics of services results in situations where one customer can
affect the experience of another customer?
Intangibility
Heterogeneity
Perishability
Simultaneous production and consumption
Term 3 of 62
What is a desirable quality for a brand name according to the text?
Idea Generation
Motives
It ignores subcultures, demographics, etc.
Be suggestive about product benefits; Distinctive, easy to pronounce, recognize and
remember, translate easily into foreign languages.
,Term 4 of 62
Which world view is "Think globally, act locally"?
Motives
Geocentric
Licensing
Innate needs
Term 5 of 62
In class, what was given as an example of an innovation that had a diffusion advantage because it
is "easily observed"?
Demanding customers
Less Demanding Customers
Smart watch (Apple Watch)
Southwest Airlines
Term 6 of 62
Which of the following is difficult for marketers to uncover?
Subculture
Social class
Motives
Attitudes
, Term 7 of 62
The main advantage of a retailer using its own private brand is ____?
Conflicting interests
Higher profits
Geocentric
A recovery strategy and flexible pricing
Term 8 of 62
In which of the Product Life Cycle stages does competition from within the product class
decrease and "laggards" are targeted?
Motives
Decline
Family
Licensing
Term 9 of 62
Which of the following is something marketers can do to reduce a consumer's information search
cost?
Provide point of purpose information
Lower the price
Decrease advertising
Expand distribution
