Deck 8: Managing the Organizationâs Offerings

Question 1

Describe the components of a marketing offer and their implications

Answer 1

.Products, services and the target audience's own actions are vehicles for the delivery of consequences. Target audiences look at the positive and negative consequences and evaluate the delivery mechanism in terms of whether it has the desired combination of consequences.
.Focus should not be on products as things, but as providers of consequences (e.g. target audiences do not want a good violinist, they want beautiful music).
.In some cases the target audiences themselves deliver the consequences, such as in recycling.

Question 2

Describe the levels of the concept of a product

Answer 2

.Core product - satisfies wants and needs
.Tangible product - features, styling, quality, packaging and branding
.Augmented product - additional services and benefits

Question 3

Describe the characteristics of a service

Answer 3

.Intangibility - can't be seen, heard, felt, tasted or smell prior to purchase
. Inseparability - production and consumption occur simultaneously
. Variability - service isn't always the same, variable components
. Perishability - cannot be stored - time sensitive
.Dependent on target audience involvement - cooperative activities

Question 4

Describe the challenges in the design of service offerings

Question 5

If the target audience is to undertake the action desired by the marketer, the offer must

A) eliminate all the negative consequences
B) provide a desired combination of positive and negative consequences in the form of a value proposition
C) maintain the status quo
D) provide products with the right attributes
E) provide a mix of products and services

Question 6

The three levels of the concept of a product are as follows:

A) the product mix, product line and product item
B) the features, styling, packaging, and quality
C) the core product level, intangible product level and augmented product level
D) the core product level, tangible product level and augmented product level
E) the product level, the service level and the pure behavior level

Question 7

The advantage of branding a product is that it

A) differentiates the product from those of competitors
B) makes the product more tangible
C) changes the core benefit offered
D) provide products with a distinctive look or feel
E) all of the above

Question 8

A product mix can be described in terms of its

A) length, height and line
B) response function
C) brands and features
D) length, width and depth
E) core, tangible and augmented levels

Question 9

A patient going to a psychiatrist for counseling cannot know the result before using the service because

A) there is a product involved
B) it is intangible
C) it has secondary cues
D) all of the above
E) none of the above

Question 10

Undertaking strategies of differential pricing, reservation systems and charging for missed service appointments address which characteristic of services?

A) Intangibility
B) Inseparability
C) Variability
D) Perishability
E) Target audience involvement

Question 11

Undertaking strategies of suggestion boxes, complaint systems and customer surveys address which characteristic of services?

A) Intangibility
B) Inseparability
C) Variability
D) Perishability
E) Target audience involvement

Question 12

A museum that provides wall posters, tape-recorded guides and tours is addressing which characteristic of services?

A) Intangibility
B) Inseparability
C) Variability
D) Perishability
E) Target audience involvement

Question 13

Good service organizations do not focus on individual transactions, they

A) work on developing a strong volunteer system
B) build long-term relationships
C) expand their services
D) use differential pricing
E) work to increase audience involvement

Question 14

The best way to avoid negative service encounters is through

A) using volunteers
B) hiring experienced employees
C) internal marketing
D) providing quality products
E) having a target audience satisfaction program

Question 15

Using operant resources effectively address which characteristic of services?

A) Intangibility
B) Inseparability
C) Variability
D) Perishability
E) Target audience involvement