【ACCA选择题】
第一题:Services have certain qualities which distinguish them from products.Because of their........................................,physical elements such as vouchers,tickets,confirmations and merchandise are an important part of service provision.
Which of the following words most accurately completes the sentence?
A Intangibility
B Inseparability
C Variability
D Perishability
第二题:U Ltd produces a portfolio of products and focuses its efforts and resources on persuading customers to buy them.
This is an example of which type of'orientation'?
A Production
B Sales
C Marketing
答案:
第一题:A
Rationale:Intangibility refers to the fact that there are no material or physical aspects to a service:physical elements help to reduce this effect,and make the provision concrete for the customer.Inseparability and perishability refer to the fact that services are created and consumed at the same time:they cannot be stored and pose challenges to demand forecasting and scheduling.Variability refers to the fact that services are specific to the situation and cannot easily be standardised.
Ways in:What do physical elements do for a customer purchasing eg a train ride or legal advice?
If you knew the meaning of the term'intangible',the answer to this question would get you to the correct answer.
第二题:B
Rationale:A sales orientation assumes that customers must be persuaded to buy the products that the firm produces.A production orientation assumes that customer will buy whatever is produced:the focus of the firm is on meeting demand.A marketing orientation seeks to determine the needs,wants and values of customers and to produce what customers want to buy.
Pitfalls:Don't confuse selling and marketing!