Click on the box next to each answer. Keep track of your own score.

1. A clothing retailer in the mall has requested that all employees wear stylish denim trousers while on duty with the explanation that this is important for maintaining the brand's image.  This is an example of:
   • A. strategy implementation. INCORRECT Well, maybe.  Another choice should have jumped   out as a more direct answer.
   • B. good leadership. INCORRECT Leadership might have something to do with how managers   communicate with employees but another choice   should have jumped out as a more direct answer.
   • c. strategy control. INCORRECT In the context of a marketing planning document,   control means that an organization monitors   the results of a rollout of strategy   implementation and makes tactical adjustments   when needed.
   • D. internal marketing. CORRECT Internal marketing has to do with involving employees   in an organization's marketing activities by   motivating and coordinating employees toward   achieving its goals.
2. For a college course to be successful, it requires that the student be an active participant in the production of the product.  This illustrates what characteristic or challenge in the production of service products?
   • A. intangibility INCORRECT While the college course produces something that isn't   tangible, that is not the key issue being   illustrated in this example.
   • B. inseparability CORRECT This is called "simultaneous production and consumption"   in some places.  In the production of many   kinds of service products, the consumer must be   physically present (e.g., haircut), and in some,   the consumer must be an active participant   (aerobics class, college course).
   • C. heterogeneity INCORRECT Heterogeneity has to do with consistency in what gets   produced.
   • D. perishability INCORRECT Perishability has to do with the issue that services   often can't be stored for future use.    Some parts of a college course can be stored -   e.g., the exercise that you are doing right now.    But the larger issue addressed in this example is   that you have to actively participate in the   production of the course by doing these exercises   in order for the successful outcome - learning -   to be realized.
3. Which of the following probably only has credence attributes?
   • A. a used car INCORRECT Many of the attributes on a car can be easily inspected  prior to purchase. While one cannot see the  condition of internal engine parts, one can see if  the paint is scratched, the tires worn, and such.
   • B. an appendix surgery CORRECT Most of us lack the ability to know if a surgery was  performed correctly or incorrectly. We have to  rely on perceptions that we form from the bedside  manner of hospital staff, the cleanliness of the  hospital, and such to form an opinion.
   • C. a retail store INCORRECT While we might not be able to judge some of the services  of a retail store prior to using them (e.g.,  returning a purchase), we can judge many of these  after using them and can judge many of the services  by observing them prior to use.  
   • D. a guitar lesson INCORRECT After a guitar lesson, you might still not know if you  got good coaching and training, so yes, this could  be a good answer. Another answer is probably a  more extreme illustration of credence qualities,  however, because there are a lot more issues about  the guitar lesson that you can observe.
4. Which of the following probably only has experience attributes?
   • A. an automobile oil change. INCORRECT Even after an oil change, most people cannot tell if the  automobile servicing was done correctly. One  could pull the dip stick to see if it looks there  is indeed fresh oil in the engine, but that still  doesn't hint at whether or not the person protected  against getting dirt in the engine while changing  the oil, whether or not the filter was installed  too tight, or whether or not any other engine  issues were checked or inspected during the service  procedure.
   • B. a musical instrument. INCORRECT Actually, many musicians could argue that one cannot  cannot feel the subtle but important qualities of  a musical instrument until after playing it for a  while. However, most of the attributes of a musical  instrument can be assessed by a quick physical inspection.  
   • C. an airline flight. INCORRECT While each individual flight is different - some on time,  some with noisy passengers, some with rough  landings - the general records of different airlines  on specific routes can be inspected prior to booking  a flight.
   • D. a band playing at a wedding. CORRECT Before hiring a band for a wedding, you probably want to  experience the band first. That the band consists  of some number of instruments, or that the players  use some particular brands of instruments, or that  the players have some number of years of experience  is probably irrelevant to you. Some would hire a  band because it was heard at another wedding; if  considering a band never before experienced, one  might visit a bar or dance where the band is  playing in order to experience the outcomes of  consuming this product.