Marketing

We as customers cannot take service on a "test drive", meaning we cannot evaluate them before we use them. This is a problem with the______of the service.

• Inseparability

• Variability

• Intangibility

• Perishability

Which of the following is NOT a link in the service-profit chain

• Greater service value

• Satisfied and productive service employees

• Increasingly intangible services

• Healthy service profits and growth

Marketing by service firm to train effectively and motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction is called...................marketing

• Intelligent

• Internal

• Perennial

• External

________form(s) when capacity exceeds demand and guests are willing to wait.

• Loyalty

• Demand

• Popularity

• Queues

It is better to tell the customer______the anticipated wait time

• More than

• Less than

• Exactly

• None of the above

When hotel chains enter such markets as the retirement home industry, they are practicing which type of strategy?

• Differential diversification

• Concentric diversification

• Horizontal diversification

• Conglomerate diversification

If a hotel chain buys one of its suppliers, it is engaging in what type of growth?

• Vertical Integration

• Forward Integration

• Backward Integration

• Horizontal Integration

_____is the approach best suited to gathering descriptive information. it can be structured and unstructured

• Experimental research

• Survey research

• Observational research

• Ethnographic research

_______is usually conducted by inviting six to ten people to gather for a few hours with a trained moderator to talk about a product, service, or organization

• Online interview

• Focus group

• Individual interview

• Telephone interview

What is the term for the process of dividing a total market into subgroups so that each group consists of buyers and users who share similar characteristics, but who are different from those in the other groups?

• Market subdivisions

• Market Targeting

• Market Segmentation

• Market positioning