SERVMARK - CHAPTER 2 - QUIZ

Who first used the phrase 'marketing mix'?

• Philip Kotler

• Peter Drucker

• Neil H. Borden

• Michael Porter

Which elements were summed up by McCarthy into the 4Ps of marketing mix?

• Product, Promotion, Process, People

• Price, Place, Promotion, Physical Evidence

• People, Process, Physical Evidence, Price

• Product, Price, Place, Promotion

What are the seven Ps in the marketing mix for services?

• Product, Price, Place, Promotion, Process, Packaging, Physical Evidence

• Product, Price, Place, Promotion, Packaging, Publicity, People

• Product, Price, Place, Promotion, People, Process, Physical Evidence

• Product, Price, Place, Promotion, People, Packaging, Process

What is the main role of pricing in services marketing?

• Direct bearing on sales and profits

• Improving customer service

• Creating brand awareness

• Enhancing employee satisfaction

What is the importance of physical evidence in services marketing?

• Reducing operational costs

• Building strong association in customers' minds

• Enhancing technological capabilities

• Increasing employee productivity

What is the significance of personal selling in services marketing?

• Utilizes mass media for promotion

• Involves personal interaction between service provider and customer

• Targets international markets

• Focuses on online advertising

What is the key factor in determining the success of the marketing of a service?

• Exclusive distribution channels

• Continuous coordination between marketing and operations

• High pricing strategy

• Extensive advertising campaigns

What is the primary purpose of advertising in services marketing?

• Build awareness, add to customer's knowledge, persuade to buy, differentiate service

• Increase employee morale, enhance company culture, attract investors, boost stock prices

• Improve operational efficiency, reduce costs, streamline processes, increase market share

• Enhance product features, expand product line, enter new markets, increase revenue

What is the role of word of mouth in services marketing?

• Influences customer decisions through personal recommendations

• Increases production efficiency, reduces waste, optimizes supply chain

• Enhances product quality, ensures customer satisfaction, builds brand loyalty

• Expands distribution network, improves customer service, strengthens supplier relationships

Why is location important in the distribution strategy for services?

• Determines market reach, enhances customer experience, optimizes resource allocation

• Drives innovation, fosters collaboration, supports sustainability initiatives

• Affects pricing strategy, influences customer perception, impacts brand image

• Depends on the type and degree of interaction involved