Question 1

The production of a service is never tied to a physical product.

Accepted Answer

A) True 
 B)False  False

Question 2

Susanna wanted to check out a new salon in her locality, so she decided to go for a hair styling session. She was very happy with the way her stylist connected and related with her concerns. She is judging the service based on its ________.

Accepted Answer

A)  promotional marketing 
B)  functional quality 
C)  technical quality 
D)  search qualities 
E)  external marketing 
A)  promotional marketing 
B)  functional quality 
C)  technical quality 
D)  search qualities 
E)  external marketing B

Question 3

Which one of the following is highest in search qualities?

Accepted Answer

A)  a play at a theater 
B)  a meal at a restaurant 
C)  a haircut 
D)  psychotherapy 
E)  a computer 
A)  a play at a theater 
B)  a meal at a restaurant 
C)  a haircut 
D)  psychotherapy 
E)  a computer E

Question 4

The fact that services are typically produced and consumed simultaneously is known as the ________ aspect of services.

Accepted Answer

A)  perishability 
B)  intangibility 
C)  heterogeneity 
D)  inseparability 
E)  variability 
A)  perishability 
B)  intangibility 
C)  heterogeneity 
D)  inseparability 
E)  variability

Question 5

A service is essentially intangible.

Accepted Answer

A) True 
 B)False

Question 6

There are five categories of service offerings depending upon whether or not the service component is minor or major. In which of the five categories would you place a haircut?

Accepted Answer

A hair salon would be consider

Question 7

While goods meet personal needs, services meet business needs.

Accepted Answer

A) True 
 B)False

Question 8

The manager of a computer service center knows that quick service is the top priority for customers. Accordingly, the employees are encouraged to solve customer difficulties fast, but there is no set time period for service delivery. Which gap could cause unsuccessful service delivery in this situation?

Accepted Answer

In this situation, there exists a gap be

Question 9

Customers who view a service as homogeneous ________.

Accepted Answer

A)  only patronize a preferred service provider 
B)  judge services on the basis of the providers 
C)  care less about the provider than about the price 
D)  pick a service provider based on functional attributes 
E)  opt for the service with the highest price, irrespective of quality 
A)  only patronize a preferred service provider 
B)  judge services on the basis of the providers 
C)  care less about the provider than about the price 
D)  pick a service provider based on functional attributes 
E)  opt for the service with the highest price, irrespective of quality

Question 10

External marketing describes the training and motivation required by employees in order to properly serve the customers.

Accepted Answer

A) True 
 B)False

Question 11

Define customer failures and list four methods to tackle them.

Accepted Answer

Customer failures refer to situations wh

Question 12

What the customer expects from a service is called the primary service package.

Accepted Answer

A) True 
 B)False

Question 13

Services high in ________ qualities have characteristics that the buyers can evaluate before purchase.

Accepted Answer

A)  search 
B)  experience 
C)  credence 
D)  privacy 
E)  storing 
A)  search 
B)  experience 
C)  credence 
D)  privacy 
E)  storing

Question 14

Walmart has decided to hire extra clerks during the holiday season. It is said to be ________.

Accepted Answer

A)  matching its supply with the existing demand 
B)  generating nonpeak demand 
C)  increasing its customer participation 
D)  sharing its services 
E)  facilitating for its future expansion 
A)  matching its supply with the existing demand 
B)  generating nonpeak demand 
C)  increasing its customer participation 
D)  sharing its services 
E)  facilitating for its future expansion

Question 15

The experience qualities of a good or service can be evaluated after purchase.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is a characteristic of a service?

Accepted Answer

A)  The service is essentially tangible. 
B)  The service does not result in the ownership of anything. 
C)  The service's production is majorly tied to a physical product. 
D)  Services are typically produced and consumed at different times. 
E)  A client's presence is not required for rendering a service. 
A)  The service is essentially tangible. 
B)  The service does not result in the ownership of anything. 
C)  The service's production is majorly tied to a physical product. 
D)  Services are typically produced and consumed at different times. 
E)  A client's presence is not required for rendering a service.

Question 17

If the length of downtime increases, the cost incurred decreases.

Accepted Answer

A) True 
 B)False

Question 18

When banks try to make their positioning strategies tangible through the ________ dimension, they make sure the exterior and interior have clean lines, the layout of the desks and the traffic flow are planned carefully, and waiting lines are not overly long.

Accepted Answer

A)  people 
B)  symbols 
C)  equipment 
D)  place 
E)  communication material 
A)  people 
B)  symbols 
C)  equipment 
D)  place 
E)  communication material

Question 19

The last time Betty visited Zing's, the food was excellent. Tonight is her anniversary and she was looking forward to an enjoyable evening. After the meal, she starts feeling that the service was not up to par and the evening was not as successful as she had hoped. According to the service-quality model, which gap is obvious here?

Accepted Answer

The gap prevalent here is the

Question 20

Inseparability in the context of a service means that there is a provider-client interaction involved as the provider is part of the service.

Accepted Answer

A) True 
 B)False

Exam 14: Designing and Managing Services

The production of a service is never tied to a physical product.

Susanna wanted to check out a new salon in her locality, so she decided to go for a hair styling session. She was very happy with the way her stylist connected and related with her concerns. She is judging the service based on its ________.

Which one of the following is highest in search qualities?

The fact that services are typically produced and consumed simultaneously is known as the ________ aspect of services.

A service is essentially intangible.

There are five categories of service offerings depending upon whether or not the service component is minor or major. In which of the five categories would you place a haircut?

While goods meet personal needs, services meet business needs.

Customers who view a service as homogeneous ________.

External marketing describes the training and motivation required by employees in order to properly serve the customers.

Define customer failures and list four methods to tackle them.

What the customer expects from a service is called the primary service package.

Services high in ________ qualities have characteristics that the buyers can evaluate before purchase.

Walmart has decided to hire extra clerks during the holiday season. It is said to be ________.

The experience qualities of a good or service can be evaluated after purchase.

Which of the following is a characteristic of a service?

If the length of downtime increases, the cost incurred decreases.

When banks try to make their positioning strategies tangible through the ________ dimension, they make sure the exterior and interior have clean lines, the layout of the desks and the traffic flow are planned carefully, and waiting lines are not overly long.

Inseparability in the context of a service means that there is a provider-client interaction involved as the provider is part of the service.

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Tapping Into Global Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Creating Brand Equity

Addressing Competition and Driving Growth

Setting Product Strategy

Introducing New Market Offerings

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Digital Communications: Online, Social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Managing a Holistic Marketing Organization for the Long Run

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