Services Marketing Concepts Strategies & Cases 5th Edition – Test Bank

1. Which of the following statements is NOT true?

  a.  Many service firms continue to be operations dominated rather than customer oriented.

  b.  Consumer orientation lies at the heart of the marketing concept.

  c.  Researchers clearly understand how consumers make decisions.

  d.  Differences exist between the ways consumers make decisions regarding services versus goods.

  e.  A variety of models have been developed to explain how consumers make decisions.

ANSWER:   c

2. The consumer decision process consists of:

  a.  stimulus, problem awareness, and purchase stages.

  b.  prepurchase, consumption, and postpurchase stages.

  c.  problem awareness, evaluation of alternatives, and postpurchase behavior.

  d.  stimulus, information search, and postpurchase behavior.

  e.  information search, purchase, and postpurchase behavior.

ANSWER:   b

3. The prepurchase stage consists of all of the following activities except:

  a.  the approach.

  b.  problem awareness.

  c.  information search.

  d.  stimulus.

  e.  evaluation of alternatives.

ANSWER:   a

4. Consumers determine a shortage or an unfulfilled desire exists during which step of the consumer decision process?

  a.  problem awareness

  b.  stimulus

  c.  evaluation of alternatives

  d.  postpurchase evaluation

  e.  the choice stage

ANSWER:   a

5. Multi-attribute models are used most during which step of the consumer decision process?

  a.  stimulus

  b.  problem awareness

  c.  information search

  d.  consumption

  e.  evaluation of alternatives

ANSWER:   e

6. ​Bill’s parents finally convinced him to get a haircut. Bill’s decision process was prompted by a:

  a.  ​physical cue.

  b.  ​psychological cue.

  c.  ​pressure cue.

  d.  ​social cue.

  e.  ​commercial cue.

ANSWER:   d

7. Which of the following is NOT an example of an external search for college selection?

  a.  campus visit

  b.  consumer’s own memories

  c.  talking to friends

  d.  reading college magazines

  e.  asking professor questions

ANSWER:   b

8. ​During the evaluation of alternatives stage, consumers sometimes rely on their “gut-level feelings.” This type of decision making is called:

  a.  ​the lexicographic approach.

  b.  ​a systematic evaluation.

  c.  ​a nonsystematic evaluation.

  d.  ​the linear compensatory evaluation.

  e.  ​the evoked set approach.

ANSWER:   c

Exhibit 4-1

Attributes                                                                        Providers

(in order of importance) Avis Hertz Budget Alamo

Price 9 9 10 8

Courtesy 7 6 9 9

Selection 10 10 7 8

Location 10 10 8 8

(10 = best/most; 1 = worst/least)

​

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9. Refer to Exhibit 4-1. Using a linear compensatory approach, which car rental firm should be selected?

  a.  Avis

  b.  Hertz

  c.  Budget

  d.  Alamo

  e.  Each customer’s choice will differ based on his/her gut-level feelings.

ANSWER:   a