Quiz 4

1. Universal Services Inc.
provides communication services to residential and business

customers in rural and small urban communities primarily in northern England. The
company offers services such as local and long distance voice, data, and Internet and
broadband product offerings. The company, in an attempt to increase the attractiveness
of its offerings, decides to provide special voice and data packages to its customers. The
company designs eight different packs that offer varying voice and data benefits to
customers. The company then asks a few of its customers to rank the packs in order to
choose two best packs. Which of the following testing methods is being used in this
scenario?
conjoint analysis
2. Many sellers offer either general or specific guarantees. Guarantees reduce the
buyer's ________ risk.
percieved
3. ________ means presenting the product concept to target consumers, symbolically or

physically, and getting their reactions.
Concept testing
4. The most important determinant of service quality is ________ which refersto the ability to
perform the promisedservice dependably and accurately.
Reliability
5. Kaya, a chain of skin clinics, requests each new visitor to fill up their own details on a printed
form. This is a step in ________.
increasing consumer participation
6. In consumer-goods market testing, the company seeks to estimate four variables. These four
variables are: trial, first repeat, adoption, and ________.
purchase frequency
7. Services high in ________ have characteristics that the buyers can evaluate before purchase
Search qualities
8. Companies normally develop ________ rather than single products and require sellers to
establish perceived quality differences between price steps within it.
Product line
9. 3) A(n) ________ is any good, service, or idea that is perceived as new, no matter how long its
history
Innovation
10. Pager, a simple personal device for short messages, became famousin the 1990s.
Troveron Communications launched a pager in the earlytwentyfirst century. Due to the
introduction of mobile phones and textmessaging, the pager industry was on a decline.
The company's innovationswere not well received by the market and the product
became a failure. Whichof the following is the most likely reason for the product's failure
in this case
Poor launching time
11. entering new markets by tweaking products for new customers, using variations on a
core product to stay one step ahead of the market, and creating interim
incremental innovation
12. The Caesar Park Hotel generally caters to business customers during the week, but has
now decided to promote minivacation weekends for non-business customers as well.
What is the Caesar Park Hotel trying to do?
A) It is trying to cultivate nonpeak demand
13. it has been observed that most new products have shorter product life cycles. What is
the reason for this?
Rivals quickly copy products that are successful.
14. Although Brenda previously used the U.S. Postal Service because it offered better prices
on package shipping, she now uses only FedEx, because it gives her the facility of
shipping from any FedEx Kinkos location 24 hours a day. Which of the following factors
led to Brenda's customer switching behavior?
Inconvenience
15. The customer service representatives at G.K.'s customer service center must know as
much about the products as possible, so that they can help the customers solve their
difficulties without sounding hesitant or unsure of themselves. Which of the following
determinants of service quality are they being asked to demonstrate?
Assuarance
16. Jake had an appointment at the doctor's, but couldn't make it on time because he was
caught in traffic. By the time he reached the doctor's office, the doctor had already
begun with the next patient. This illustrates the ________ of services.
Perishability
17. Guarantees are most effective in two situations. The first is when the company or
products are not well known and the second is when the product's quality is ________ to
competition.
Superior
18. Morboro Energy, Inc. is a large chain of fuel stations in Europe. The company decided
to expand its business by incorporating restaurants and automobile service stations as a
part of its fuel outlets. This is an example of
Lateral
19.

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1. Universal Services Inc.

provides communication services to residential and business

3. ________ means presenting the product concept to target consumers, symbolically or

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