SOLVED

71) According to the new dominant logic for marketing, ________ is the central, or core, deliverable in every exchange. A) value B) prestige C) service D) the product E) a relationship 72) The new dominant logic for marketing suggests which of the following? A) Goods will maintain their prominence in the marketplace. B) One-to-one marketing will replace mass marketing. C) The traditional distinction between services and goods will change. D) Service will be the augmented deliverable for most products. E) New strategies for marketing existing services must be developed. 73) According to the new dominant logic for marketing, ________ make a relatively minor contribution to the value proposition. A) services B) products C) relationships D) prestige markers E) quality attributes 74) Which of the following is NOT a trend that is expected to provide new opportunities for marketers? A) changing demographics B) declining levels of patriotism C) technological advances D) proliferation of information E) globalization 75) Which of the following is a service industry in the United States that is likely to see growth due primarily to demographic changes? A) living assistance for seniors B) babysitting services for baby boomers C) health services for medical tourists D) technology consulting for businesses E) database services for businesses 76) To reduce problems associated with the intangibility of the services offered by a restaurant, the restaurant owner would be most likely to do which of the following? A) lower entree prices between 4 p.m. and 6 p.m. B) provide clean tablecloths and cloth napkins for each new customer C) empower employees to handle customer complaints D) offer a service guarantee to ensure customers that food quality will be consistent E) offer regular employee workshops focusing on customer service 77) Christopher Messenger rents storage space to college students who go home for the summer but do not want to haul all of their property home and back. The business is profitable during the summer months, but when the storage space is unoccupied in the off-season, Christopher is losing money. What characteristic of service is most likely the source of Christopher’s problem? A) intangibility B) perishability C) personalization D) variability E) inseparability 78) Jack was so enthusiastic about the band he saw performing at a local club last weekend that he persuaded a large group of friends to return to the club to hear the band on Thursday. Unfortunately, the band’s Thursday performance was uninspired and at times off-key. The performance differences are due to the ________ characteristic of service. A) perishability B) variability C) creativity D) personalization E) responsiveness 79) People most commonly buy the services of a tattoo artist on the weekends. To encourage people to use their services on the weekdays, many tattoo artists adjust prices to influence demand. In other words, they use different prices to lessen the problems related to the ________ characteristic of services. A) intangibility B) inseparability C) perishability D) variability E) responsiveness 80) A hotel and resort company launched a new employee program that includes intensive training in different service encounter scenarios. This training program is most likely designed to lessen the problems related to the ________ characteristic of services. A) perishability B) intangibility C) creativity D) inseparability E) personalization