SERVICES MARKETING 6TH EDITION BY
ZEITHAML EXAM PAPER 2026 COMPLETE
CHAPTER QUESTIONS AND VERIFIED
ANSWERS
⩥When conducting a SWOT analysis, in what phase of the strategic
marketing process is an organization presently engaged?
A. planning
B. implementation
C. control
D. segmentation
E. metrics. Answer: Planning
⩥Which of the following is LEAST likely to provide a sustainable
competitive advantage?
lowering prices
having a well-known brand name
achieving high levels of customer satisfaction
using patented technology
creating an efficient supply chain. Answer: Lowering prices
⩥For years, when considering new products, marketers at Celestial
Seasonings asked themselves, "What would Stacy think?" Stacy was a
,fictional character representing 25-50-year-old, educated, upper-income
women who rarely watched television but did a lot of reading. "Stacy"
represented Celestial's primary
demographic segment.
positioning
SBU .
target market segment.
sustainable competitive advantage.. Answer: target market segment
⩥Many small businesses whose competitors are national franchises
advertise "we are locally owned" or "we have been here since 1951."
This is part of these firms'
business mission.
market segmentation strategy.
positioning strategy.
customer excellence strategy.
target market.. Answer: Positioning strategy
⩥E-books, in addition to being an alternative product form, provide
__________ value creation since they can be downloaded via the
Internet immediately when and where they are needed.
product
,place
promotion
price
primary. Answer: place
⩥Craig sees that his company's quarterly sales and profits are
significantly above projections and says, "That's great. Let's keep doing
what we've been doing." Craig is ignoring the __________ step of the
marketing planning process.
evaluate performance
define the business mission
situation analysis
implement marketing mix and resources
identify and evaluate opportunities. Answer: evaluate performance
⩥After conducting STP analysis for her custom auto parts store and
developing strategies for each of the four Ps, Monique now has to make
_____________ decisions.
competitive response
resource allocation
product line
, market growth
mission statement. Answer: resource allocation
Monique has chosen a target market, determined positioning strategies,
and developed marketing mixes. She now has to consider available
resources and determine how they will be allocated across the different
options available for implementation.
⩥In most companies, portfolio management is typically done at the SBU
or ___________ level of the firm.
corporate
product line
customer care
sales representative
accounting. Answer: product line
In general, marketing resources are allocated to SBUs or product lines.
The corporate level is too high unless it is a very small company with
just a single product line, and the sales representative level is generally
too low.
⩥Heather has been assessing a number of her firm's products using, the
Boston Consulting Group approach to portfolio analysis. She has been
ZEITHAML EXAM PAPER 2026 COMPLETE
CHAPTER QUESTIONS AND VERIFIED
ANSWERS
⩥When conducting a SWOT analysis, in what phase of the strategic
marketing process is an organization presently engaged?
A. planning
B. implementation
C. control
D. segmentation
E. metrics. Answer: Planning
⩥Which of the following is LEAST likely to provide a sustainable
competitive advantage?
lowering prices
having a well-known brand name
achieving high levels of customer satisfaction
using patented technology
creating an efficient supply chain. Answer: Lowering prices
⩥For years, when considering new products, marketers at Celestial
Seasonings asked themselves, "What would Stacy think?" Stacy was a
,fictional character representing 25-50-year-old, educated, upper-income
women who rarely watched television but did a lot of reading. "Stacy"
represented Celestial's primary
demographic segment.
positioning
SBU .
target market segment.
sustainable competitive advantage.. Answer: target market segment
⩥Many small businesses whose competitors are national franchises
advertise "we are locally owned" or "we have been here since 1951."
This is part of these firms'
business mission.
market segmentation strategy.
positioning strategy.
customer excellence strategy.
target market.. Answer: Positioning strategy
⩥E-books, in addition to being an alternative product form, provide
__________ value creation since they can be downloaded via the
Internet immediately when and where they are needed.
product
,place
promotion
price
primary. Answer: place
⩥Craig sees that his company's quarterly sales and profits are
significantly above projections and says, "That's great. Let's keep doing
what we've been doing." Craig is ignoring the __________ step of the
marketing planning process.
evaluate performance
define the business mission
situation analysis
implement marketing mix and resources
identify and evaluate opportunities. Answer: evaluate performance
⩥After conducting STP analysis for her custom auto parts store and
developing strategies for each of the four Ps, Monique now has to make
_____________ decisions.
competitive response
resource allocation
product line
, market growth
mission statement. Answer: resource allocation
Monique has chosen a target market, determined positioning strategies,
and developed marketing mixes. She now has to consider available
resources and determine how they will be allocated across the different
options available for implementation.
⩥In most companies, portfolio management is typically done at the SBU
or ___________ level of the firm.
corporate
product line
customer care
sales representative
accounting. Answer: product line
In general, marketing resources are allocated to SBUs or product lines.
The corporate level is too high unless it is a very small company with
just a single product line, and the sales representative level is generally
too low.
⩥Heather has been assessing a number of her firm's products using, the
Boston Consulting Group approach to portfolio analysis. She has been
