Got Milk? : Just because consumers live in a big city doesn't mean they can't have fresh milk right from the farm. Many dairy farms, such as Oberweis Dairy and Smith Brothers Farms, offer home delivery of fresh milk, just like in the old days.
While some of these services are established and have been around since the 1920s, New York City-based Manhattan Milk started up in 2008. For $20 or more, depending on what is ordered, consumers anywhere in Manhattan can enjoy organic milk, butter, yogurt, and cheese from Pennsylvania Amish farms and eggs from Vermont. Unlike most store-bought milk, theirs is not homogenized and is free of hormones typically given to cows to produce more milk.
- Refer to Got Milk? Manhattan Milk is an example of a:
a. retail operation
b. service
c. wholesale intermediary
d. facilitator
e. manufacturer
ANSWER: b
- Refer to Got Milk? Manhattan Milk has a high quality because its quality can only be assessed after its use.
a. experience
b. credence
c. cognitive
d. search
e. perceptual
ANSWER: a
- Refer to Got Milk? One important aspect of Manhattan Milk's service is the ability to deliver the milk within 48 hours of being milked from the cow. This service quality component of the ability to perform the service dependably, accurately, and consistently is referred to as:
a. assurance
b. empathy
c. reliability
d. tangibles
e. consistency
ANSWER: c
- Refer to Got Milk? Oberweis Dairy has been in business for over 80 years, and customers trust this provider. Which component of service quality does this trust exemplify?
a. Creativity
b. Assurance
c. Empathy
d. Tangibility
e. Reliability
ANSWER: b
- Refer to Got Milk? Customers place orders at Manhattanmilk.com two days before the delivery date. The Internet allows Manhattan Milk to customize each customer's order to his or her preferences. This is an example of:
a. a supplementary product.
b. an intangible product.
c. mass customization.
d. a promotion strategy.
e. internal marketing.
ANSWER: c