MKT202 - Chap 4 review

A university offers a range of courses. In this context, what would be considered the core product?

• The university's library services and facilities.

• The specific knowledge, skills, and qualifications gained by students from courses.

• The university's student support services and guidance.

• The social events and networking opportunities offered by the university.

Which of the following best illustrates how supplementary services enhance a core product?

• A basic airline flight that gets a passenger from point A to point B.

• A safe hotel room with just a bed.

• A car rental service that offers insurance options and GPS navigation systems.

• A simple bank account that basically allows deposit and withdrawal of funds.

A coffee shop introduces a new loyalty program that offers discounts and free items to repeat customers and increase satisfaction.

• Style changes.

• Service improvement.

• Product line extensions.

• Major service innovation.

A company with a strong corporate brand decides to launch a new product line, with each product having a unique name but still being linked to the main brand. What type of branding strategy is this?

• Branded House

• Tiering Services

• Endorsed Brands

• House of brands

A hotel adds a self-service check-in kiosk alongside its manned front desk. This represents what type of new service development?

• Style change.

• Supplementary service innovation.

• Process line extension.

• Major service innovation.

Which of the following is the best example of an enhancing supplementary service?

• Providing clear directions to the service location.

• Offering free Wi-Fi in a hotel waiting area.

• Issuing receipts for all transactions.

• Sending email confirmations of a booking.

What is the main purpose of enhancing supplementary services?

• To provide the core function of a service.

• To facilitate the purchase of the service.

• To handle customer complaints and issues.

• To differentiate the core product from competitors and add value.

Which of the following is the LEAST likely way to build direct brand equity?

• Strong advertising campaigns.

• Negative word of mouth publicity.

• Providing high quality service.

• Effective marketing strategies.

Which of the following is an example of a special request in advance of service delivery?

• Warranties

• Complaints

• Refunds

• Dietary requirements

Customers who visit Giordano outlets are greeted with a cheerful “Hello” and “Thank you” when they enter and leave the store. That is an example of __ .

• consultation

• exceptions

• hospitality

• safekeeping