Question 1

Cocktail lounges in restaurants are examples of ________.

Accepted Answer

A)  differential pricing 
B)  cultivating nonpeak demand 
C)  complementary services 
D)  reservation systems 
E)  shared services 
A)  differential pricing 
B)  cultivating nonpeak demand 
C)  complementary services 
D)  reservation systems 
E)  shared services

Question 2

Customers want unbundled services, with separate prices for each service element and the right to select the elements they want.

Accepted Answer

A) True 
 B)False

Question 3

When golf courses provide rules for playing and behaving appropriately, and customers encourage other customers to follow the same rules, they are encouraging customer citizenship via customer coproduction.

Accepted Answer

A) True 
 B)False

Question 4

When a theater sells matinee movie tickets at low prices, it aims to shift some demand from the peak to the off-peak period. What is the strategy that the theater is said to be adopting?

Accepted Answer

A)  It is providing complementary services. 
B)  It is increasing peak-time efficiency. 
C)  It is using linear pricing. 
D)  It is using differential pricing. 
E)  It is sharing services. 
A)  It is providing complementary services. 
B)  It is increasing peak-time efficiency. 
C)  It is using linear pricing. 
D)  It is using differential pricing. 
E)  It is sharing services.

Question 5

Reliability refers to the company's willingness to help customers and provide them with prompt service.

Accepted Answer

A) True 
 B)False

Question 6

Gloria goes to the same bagel shop every morning because the workers there remember her name and remember her order. They always make her feel welcome. The employees of this bagel shop excel at which of the following determinants of service quality?

Accepted Answer

A)  reliability 
B)  responsiveness 
C)  assurance 
D)  empathy 
E)  tangibles 
A)  reliability 
B)  responsiveness 
C)  assurance 
D)  empathy 
E)  tangibles

Question 7

Furniture is high in credence qualities.

Accepted Answer

A) True 
 B)False

Question 8

List and briefly explain the four distinctive characteristics of services.

Accepted Answer

The four distinctive service characteris

Question 9

A travel agency offers weekend discounts for car rentals. What can be deduced from this?

Accepted Answer

A)  It is increasing peak-time efficiency. 
B)  It is using differential pricing. 
C)  It is using linear pricing. 
D)  It is cultivating peak demand. 
E)  It is providing complementary services. 
A)  It is increasing peak-time efficiency. 
B)  It is using differential pricing. 
C)  It is using linear pricing. 
D)  It is cultivating peak demand. 
E)  It is providing complementary services.

Question 10

Retail chain REB wants to find out how its customers perceive its services and what it can do to improve these. What methods can the company use to discover this?

Accepted Answer

REB can audit service performance, both

Question 11

Customers today want separate prices for each service element, and they also want the right to select the elements they want. Customers are said to be pressing for ________ services.

Accepted Answer

A)  complementary 
B)  perishable 
C)  variable 
D)  unbundled 
E)  shared 
A)  complementary 
B)  perishable 
C)  variable 
D)  unbundled 
E)  shared

Question 12

Service quality depends on who provides them, when and where they are provided, and to whom they are provided. Thus, services are highly ________.

Accepted Answer

A)  inseparable 
B)  tangible 
C)  variable 
D)  perishable 
E)  intangible 
A)  inseparable 
B)  tangible 
C)  variable 
D)  perishable 
E)  intangible

Question 13

The advertisement for a pool reads "a vinyl pool from Parker's for just $5,000." When David contacted the firm for the pool, the customer service representative tells David that the total cost will be $8,000. When David enquires about the extra $3,000, the customer service representative says that is for installation. Which service-quality gap does this situation demonstrate?

Accepted Answer

This is an example of a gap between serv

Question 14

An oil drilling company ordered a pumpjack for its operations. The pumpjack manufacturing company not only set up the machine but also provided training to the people who needed to use it. It also let the drilling company know that it would be undertaking the maintenance and repair services for the pumpjack. What kind of a service is the manufacturing company providing?

Accepted Answer

The manufacturing co

Question 15

Customers cause many service failures, and the number of customer-caused failures is increasing.

Accepted Answer

A) True 
 B)False

Question 16

What are the four factors that customers who thrive in customer contact positions have an internal drive to do?

Accepted Answer

They have an internal drive to

Question 17

Kaya, a chain of skin clinics, requests each new visitor to fill in their own details on a printed form. This is a step in ________.

Accepted Answer

A)  increasing its peak-time efficiency 
B)  creating nonpeak demand 
C)  increasing consumer participation 
D)  sharing its services 
E)  facilitating its future expansions 
A)  increasing its peak-time efficiency 
B)  creating nonpeak demand 
C)  increasing consumer participation 
D)  sharing its services 
E)  facilitating its future expansions

Question 18

Some services require that the client be present to conduct the service. Which of the following is an example of such a service?

Accepted Answer

A)  pest control 
B)  furniture polishing 
C)  surgery 
D)  car repairing 
E)  tax services 
A)  pest control 
B)  furniture polishing 
C)  surgery 
D)  car repairing 
E)  tax services

Question 19

Bryson's is a mid-sized hotel chain that is entering a competitive market. The chain needs to differentiate its service from that of competitors, positioning itself as a hotel chain with excellent service at an affordable price. How can it achieve this using internal marketing?

Accepted Answer

Bryson's can achieve differentiation and

Question 20

Which of the following represents an aspect of the Empathy dimension of SERVQUAL?

Accepted Answer

A)  providing service as promised 
B)  readiness to respond to customers' requests 
C)  giving customers individual attention 
D)  making customers feel safe in their transactions 
E)  visually appealing facilities 
A)  providing service as promised 
B)  readiness to respond to customers' requests 
C)  giving customers individual attention 
D)  making customers feel safe in their transactions 
E)  visually appealing facilities

Exam 14: Designing and Managing Services

Cocktail lounges in restaurants are examples of ________.

Customers want unbundled services, with separate prices for each service element and the right to select the elements they want.

When golf courses provide rules for playing and behaving appropriately, and customers encourage other customers to follow the same rules, they are encouraging customer citizenship via customer coproduction.

When a theater sells matinee movie tickets at low prices, it aims to shift some demand from the peak to the off-peak period. What is the strategy that the theater is said to be adopting?

Reliability refers to the company's willingness to help customers and provide them with prompt service.

Gloria goes to the same bagel shop every morning because the workers there remember her name and remember her order. They always make her feel welcome. The employees of this bagel shop excel at which of the following determinants of service quality?

Furniture is high in credence qualities.

List and briefly explain the four distinctive characteristics of services.

A travel agency offers weekend discounts for car rentals. What can be deduced from this?

Retail chain REB wants to find out how its customers perceive its services and what it can do to improve these. What methods can the company use to discover this?

Customers today want separate prices for each service element, and they also want the right to select the elements they want. Customers are said to be pressing for ________ services.

Service quality depends on who provides them, when and where they are provided, and to whom they are provided. Thus, services are highly ________.

Customers cause many service failures, and the number of customer-caused failures is increasing.

What are the four factors that customers who thrive in customer contact positions have an internal drive to do?

Kaya, a chain of skin clinics, requests each new visitor to fill in their own details on a printed form. This is a step in ________.

Some services require that the client be present to conduct the service. Which of the following is an example of such a service?

Bryson's is a mid-sized hotel chain that is entering a competitive market. The chain needs to differentiate its service from that of competitors, positioning itself as a hotel chain with excellent service at an affordable price. How can it achieve this using internal marketing?

Which of the following represents an aspect of the Empathy dimension of SERVQUAL?

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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