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BGSU - MKT 3000 - Exam 4 Study Guide - Study Guide

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BGSU - MKT 3000 - Exam 4 Study Guide - Study Guide

School: Bowling Green State University
Department: Marketing
Course: Marketing/Non Business
Professor: Fei Weisstein
Term: Fall 2015
Tags:
Name: Exam 4 Study Guide
Description: This study guide reviews chapters 12, 16, 17, 20, and 21
Uploaded: 12/11/2015
0 5 3 6 Reviews
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background image Exam 4 Study Guide: Ch 12, 16, 17, 20, 21 1. Which characteristic is NOT a characteristic that distinguish services  from goods a. Perishability
b. Inseparability
c. Homogeneity
d. Intangibility
2. A hair salon is furnished with sleek leather chairs, bright chandeliers,  the best tools, and the most skilled stylists. When a customer comes in
they know they will get a haircut they love. Which two service qualities
does this exemplify:
a. Reliability and Tangibles
b. Assurance and Responsiveness
c. Responsiveness and Empathy
d. Assurance and Tangibles
3. Marketing research can close the _____ gap between what customers  want and what managers think they want a. Knowledge
b. Standards
c. Delivery
d. Communications 
4. Jimmy Johns promises freaky fast delivery. If customers are constantly  calling to inquire as to where their food is or to complain about the 
slow delivery, the ____ gap is fairly large 
a. Knowledge
b. Standards
c. Delivery
d. Communications 
5. Empowering employees and making sure they are satisfied and able to complete their job to their fullest potential closes the _____ gap.  a. Knowledge
b. Standards
c. Delivery
d. Communications
6. Hiring a maid to come and clean your house is an example of what  kind of process? a. People processing
b. Possession processing
c. Mental stimulus processing
d. Information processing
7. Imagination Theatre puts on a show every month. They take  reservations, provide valet service at the door and snacks and 
beverages during intermission, they usher people to their seats and 
give each person a bulletin when they walk in. The show is an example
background image of a ___ service, while the reservations, valet, food, and bulletins are 
examples of ___ services.
a. Primary and secondary
b. Core and supplemental
c. Major and minor
d. True and accessory
8. Determining the number of outlets and the convenience of your service falls under which aspect of the marketing mix a. Place
b. Product
c. Promotion
d. Price
9. Because Amazon can obtain customers’ personal information and track their purchases, they might lower the price for a product if you are 
student, but they will raise the price of that same product if they know 
you are a professional with a steady income. This pricing strategy is
a. Revenue-oriented
b. Customer-oriented
c. Operations-oriented
d. Patronage-oriented
10. A high-end hotel that turns down customers’ beds and places  chocolates and mints on their pillows exemplifies Level 1 relationship 
Marketing
a. True
b. False
11. In the communication process, ____ occurs when the marketing  manager creates an advertisement to communicate ideas.  a. Reception
b. Decoding
c. Encoding
d. Feedback
12. In a mass communication, there is low reception due to the high  noise level a. True
b. False
13. If Dominos wanted to influence behavior and get people to buy  their pizza instead of Papa John’s, they would use ____ promotion  a. Informative
b. Persuasive
c. Reminder
d. Connecting
14. For the brand new Apple Pen, Apple released a commercial  showing all the various uses for their product. They are practicing ____ 
promotion
a. Informative
b. Persuasive
2
background image c. Reminder
d. Connecting 
15. The goal of advertising is to drive immediate purchases and to  influence behavior a. True
b. False
16.  Kroger wanted to boost sales and retain customer’s loyalty by  running a contest where every time a customer used their Kroger card,
they were entered to win a $10,000 gift card to Kroger. This contest is 
an example of 
a. Personal selling
b. Public Relations
c. Sales Promotion
d. Advertising
17. A product that has a high value with few customers in a  concentrated area would be best promoted by a. Personal selling
b. Public Relations
c. Sales Promotion
d. Advertising
18. The AIDA concept aims to encourage consumers to buy a product or take an action. The acronym stands for  a. Ask, Interact, Describe, Adapt
b. Attend, Inform, Describe, Act
c. Analysis, Implication, Decoding, Alternative
d. Attention, Interest, Desire, Action
19. Public relations’ greatest impact is a. Gaining attention of goods and services
b. Attracting attention and building goodwill
c. Creating strong desire and purchase intent
d. Reaching mass audiences and engaging with customers
20. The message consumers receive – whether from a sales person,  magazine ad, social media, or promotional event – should be the same 
describes 
a. The promotional strategy
b. The marketing objectives 
c. Integrated marketing communications
d. The promotional mix
21. When a wholesaler promotes to a retailer, and a retailer  promotes to consumers, a ____ strategy is used a. Pull
b. Push
c. Direct
d. Indirect
3

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School: Bowling Green State University
Department: Marketing
Course: Marketing/Non Business
Professor: Fei Weisstein
Term: Fall 2015
Tags:
Name: Exam 4 Study Guide
Description: This study guide reviews chapters 12, 16, 17, 20, and 21
Uploaded: 12/11/2015
8 Pages 35 Views 28 Unlocks
  • Better Grades Guarantee
  • 24/7 Homework help
  • Notes, Study Guides, Flashcards + More!
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