解密市场营销（双语）答案2023秋

第十章测试

1.Which of the following statements are incorrect?
A:Direct distribution is particularly common for service products. B:Direct distribution is particularly common for physical goods. C:Direct distribution is particularly common for both goods and services. D:Direct distribution isn’t particularly common for neither goods nor services.
答案:BCD
2.Which of the following statements are correct?
A:A product offering can consist of both a physical good and a service component. B:Services can include activities, performances and benefits offered for sale. C:Services are intangible. D:Services involve a transfer of title. 3.

Which of the following characteristics distinguishes a service from a physical good?

A:

Perishability

B:

Inseparability

C:

Heterogeneity

D:

Intangibility

4.Which of the following statements are false?
A:The intangible nature of services makes their evaluation prior to purchase easy. B:The tangible nature of services makes their evaluation prior to purchase easy. C:The intangible nature of services makes their evaluation prior to purchase difficult. D:The tangible nature of services makes their evaluation prior to purchase difficult. 5.

In order to reduce consumer feelings of uncertainty prior to purchasing a service, marketers can use _________.

A:

guarantees

B:

honeyed but fraud words

C:

positive word-of-mouth promotion

D:

tangible cues

6.Which of the following would be classed as physical evidence in terms of the tangible cues that customers may use to evaluate a service?
A:Attitude B:Delivery vehicles C:Staff uniforms D:Price 7.Which of the following statements regarding services are correct?
A:A service is an intangible product offering that does not involve ownership. B:A service is a tangible product offering that does involve ownership. C:A service is a tangible product offering that does not involve ownership. D:A service is experienced. 8.Which of the following statements are correct?
A:Price may be used by consumers as a guide to service quality. B:A service is usually produced and consumed at the same time. C:Services can be delivered online. D:The inseparable characteristic of services means that a service provider and a service consumer must be in the same location. 9.Which of the following could potentially reduce the heterogeneous nature of a service product?
A:Staff training B:The use of technology C:The use of machinery D:Reducing ing the number of transactions 10.Which of the following statements are correct?
A:Services can be customised. B:Unlike physical goods, there can be no intermediaries in a service distribution channel. C:Balancing supply and demand helps to overcome issues that may arise due to the service characteristic of perishability. D:Services can be standardised.