MKT 315 EVALUATION EXAM 2025/2026 QUESTIONS AND
SOLUTIONS MARKED A+
✔✔Tangibles - ✔✔The settings in which the service is provided
✔✔Responsiveness - ✔✔Providing assistance and answering questions promptly is an
important measure of service quality.
✔✔Assurance - ✔✔The customers' evaluation of the competence of the service
provider
✔✔Empathy - ✔✔Service providers being understanding about the customer's needs
and circumstances.
✔✔Tangible Evidence - ✔✔The customers' evaluation of the location that services are
being rendered
✔✔Brand promise - ✔✔Tells the customer what the company's purpose is and provides
a basis for the company's marketing effort.
✔✔price - ✔✔What the customer needs to be pay in order to receive the offering
✔✔Promotion - ✔✔Used to drive traffic; includes such tactics as advertising and sales
offers
✔✔Place - ✔✔The location a customer will visit to obtain the offering
✔✔People - ✔✔A service transaction involves two or more individuals, each of whom
brings to the service encounter intelligence, experience, personality, circumstance,
perception, and mood.
✔✔Physical evidence - ✔✔Services are accompanied by many tangible factors, though
the service itself its intangible.
✔✔Process - ✔✔The roles of the service provider and the customer must be clearly
understood by the participants.
✔✔Zone of Tolerance - ✔✔The area between what is considered an adequate level of
service and the desired level of service.
✔✔Adequate service - ✔✔Occurs when a customer perceives that they just barely
received the expected service quality.
✔✔Desired Service - ✔✔At a higher level and will vary from customer to customer.
, ✔✔The gap model of service quality - ✔✔Identifies potential weaknesses in service
delivery, the causes of the weaknesses, and methods of improving service quality.
There are five gaps, including :
-Knowledge gap
-Standards gap
-Delivery gap
-Communications gap
-Customer gap
✔✔ Marketing - ✔✔The activity, set of institutions and processes for creating, capturing,
communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large.
American Marketing Association Def
✔✔Exchange - ✔✔Involves obtaining a desired product from someone by offering
something in return.
✔✔Transaction - ✔✔Involves at least two things of value, agreed-upon conditions, a
time of agreement, and a place of agreement.
✔✔Two Views of Marketing - ✔✔Micro-environment and Macro-environment
✔✔Micro-environment - ✔✔- Product, Price, Place, and Promotion.
- Controllable
✔✔Macro-environment - ✔✔- Laws and Policies
- Demographics
- Social Values
- Technology
- Economy
(Uncontrollable)
✔✔What can be marketed ? - ✔✔Goods, services, experiences, events, persons,
places, properties, organizations, information, ideas.
✔✔Marketing management - ✔✔The activities necessary to achieve the marketing
objectives.
✔✔Marketing Manager Job description - ✔✔Planning
Implementing
Monitoring
Adjusting
SOLUTIONS MARKED A+
✔✔Tangibles - ✔✔The settings in which the service is provided
✔✔Responsiveness - ✔✔Providing assistance and answering questions promptly is an
important measure of service quality.
✔✔Assurance - ✔✔The customers' evaluation of the competence of the service
provider
✔✔Empathy - ✔✔Service providers being understanding about the customer's needs
and circumstances.
✔✔Tangible Evidence - ✔✔The customers' evaluation of the location that services are
being rendered
✔✔Brand promise - ✔✔Tells the customer what the company's purpose is and provides
a basis for the company's marketing effort.
✔✔price - ✔✔What the customer needs to be pay in order to receive the offering
✔✔Promotion - ✔✔Used to drive traffic; includes such tactics as advertising and sales
offers
✔✔Place - ✔✔The location a customer will visit to obtain the offering
✔✔People - ✔✔A service transaction involves two or more individuals, each of whom
brings to the service encounter intelligence, experience, personality, circumstance,
perception, and mood.
✔✔Physical evidence - ✔✔Services are accompanied by many tangible factors, though
the service itself its intangible.
✔✔Process - ✔✔The roles of the service provider and the customer must be clearly
understood by the participants.
✔✔Zone of Tolerance - ✔✔The area between what is considered an adequate level of
service and the desired level of service.
✔✔Adequate service - ✔✔Occurs when a customer perceives that they just barely
received the expected service quality.
✔✔Desired Service - ✔✔At a higher level and will vary from customer to customer.
, ✔✔The gap model of service quality - ✔✔Identifies potential weaknesses in service
delivery, the causes of the weaknesses, and methods of improving service quality.
There are five gaps, including :
-Knowledge gap
-Standards gap
-Delivery gap
-Communications gap
-Customer gap
✔✔ Marketing - ✔✔The activity, set of institutions and processes for creating, capturing,
communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large.
American Marketing Association Def
✔✔Exchange - ✔✔Involves obtaining a desired product from someone by offering
something in return.
✔✔Transaction - ✔✔Involves at least two things of value, agreed-upon conditions, a
time of agreement, and a place of agreement.
✔✔Two Views of Marketing - ✔✔Micro-environment and Macro-environment
✔✔Micro-environment - ✔✔- Product, Price, Place, and Promotion.
- Controllable
✔✔Macro-environment - ✔✔- Laws and Policies
- Demographics
- Social Values
- Technology
- Economy
(Uncontrollable)
✔✔What can be marketed ? - ✔✔Goods, services, experiences, events, persons,
places, properties, organizations, information, ideas.
✔✔Marketing management - ✔✔The activities necessary to achieve the marketing
objectives.
✔✔Marketing Manager Job description - ✔✔Planning
Implementing
Monitoring
Adjusting
