Information for Exam 1 - MKT
442
General information
Chapters 1, 2, 3, 4, 5, and 6 will be covered on the exam
There will be approximately 20 multiple-choice questions. There will be two
mandatory essay questions and then you will be asked to complete 2 out of 3
other shorter, essay-type questions presented.
Questions on the exam will come from both the text and from the lecture
notes. All information discussed is fair game but the list below will give you
an idea of what the most central concepts/topics are that we have covered.
Major concepts that have been discussed
1. Differences between goods and services.
2. Components of the Services Marketing Triangle and its use by marketers.
3. The three additional P's in the Services Marketing Mix.
4. The Gaps Model of Service Quality, its components, the gaps, and what
influences each gap.
5. Decision-making for services, information search, evaluation of alternatives,
consumer experience, and post-purchase evaluation.
6. Customer expectations, two main types of expectations discussed in class
(i.e. desired vs. adequate), and factors affecting each.
7. Customer perceptions of service quality (RATER). Be able to define and give
examples of each.
8. Sources of satisfaction and dissatisfaction with interpersonal and technology
based encounters.
9. Customer research, key criteria for an effective service research program,
and important elements in an effective research program (types of research and
their purpose).
10. Customer relationship management and loyalty. How does loyalty affect
profitability?
11. Customer retention strategies (financial bonds, social bonds, etc)
Sample Questions
1. ________________ refers to the fact that services cannot be saved, stored,
resold, or returned.
A. Intangibility
B. Heterogeneity
C. Simultaneous production and consumption
D. Perishability
E. Dependability
3. A new clothing retailer developed the following service guarantee and
promoted it on its website.
“Everything we sell is our own design and our own make, and we guarantee it all
without reservation. If at any time for any reason you are not completely
satisfied with any item, we will make an exchange or refund your payment per
your direction.”
The retailer’s service guarantee is a(n):
A. Marketing testimonial
B. Implicit service promise
C. Word of mouth communications
D. Past experience influencer
E. Explicit service promise
3. Discuss the factors that are thought to impact customers' adequate service
expectations. Give examples of each. Then, discuss the implications they have
for marketers.
Powered by TCPDF (www.tcpdf.org)
