Question 1

________ refer(s)to logos,symbols,characters,and slogans that service providers use in order to make the service and its key benefits more tangible.

Accepted Answer

A) Brand engagement 
B) Brand orientation 
C) Brand elements 
D) Brand loyalty 
E) Brand equity 
A) Brand engagement 
B) Brand orientation 
C) Brand elements 
D) Brand loyalty 
E) Brand equity

Question 2

Secondary service features are the features that the customer himself adds to the service.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is an example of a hybrid service?

Accepted Answer

A) teaching 
B) car 
C) restaurant meal 
D) soap 
E) air travel 
A) teaching 
B) car 
C) restaurant meal 
D) soap 
E) air travel

Question 4

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

Question 5

Which of the following is true regarding services?

Accepted Answer

A) Services are typically produced,stored,and then consumed. 
B) Services are generally low in experience and credence qualities. 
C) Service providers develop similar marketing programs for personal services and business services. 
D) There is less risk associated with the purchase of services than with the purchase of goods. 
E) Provider-client interaction is a special feature of services marketing. 
A) Services are typically produced,stored,and then consumed. 
B) Services are generally low in experience and credence qualities. 
C) Service providers develop similar marketing programs for personal services and business services. 
D) There is less risk associated with the purchase of services than with the purchase of goods. 
E) Provider-client interaction is a special feature of services marketing.

Question 6

A service is essentially intangible.

Accepted Answer

A) True 
 B)False

Question 7

________ describes training and motivating employees to serve customers well.

Accepted Answer

A) External marketing 
B) Promotional marketing 
C) Direct marketing 
D) Internal marketing 
E) Interactive marketing 
A) External marketing 
B) Promotional marketing 
C) Direct marketing 
D) Internal marketing 
E) Interactive marketing

Question 8

According to the dynamic process model,two different types of expectations have opposite effects on perceptions of service quality.One of these is that ________.

Accepted Answer

A) increasing customer expectations of what the firm will deliver improve the perceptions of overall service quality 
B) increasing customer expectations of what the firm will deliver decrease the perceptions of overall service quality 
C) decreasing customer expectations of what the firm should deliver decrease the perceptions of overall service quality 
D) decreasing customer expectations of what the firm will deliver improve the perceptions of overall service quality 
E) increasing customer expectations of what the firm should deliver improve the perceptions of overall service quality 
A) increasing customer expectations of what the firm will deliver improve the perceptions of overall service quality 
B) increasing customer expectations of what the firm will deliver decrease the perceptions of overall service quality 
C) decreasing customer expectations of what the firm should deliver decrease the perceptions of overall service quality 
D) decreasing customer expectations of what the firm will deliver improve the perceptions of overall service quality 
E) increasing customer expectations of what the firm should deliver improve the perceptions of overall service quality

Question 9

All services require the client to be present.

Accepted Answer

A) True 
 B)False

Question 10

Based on the service-quality model,researchers have identified five determinants of service quality.List and briefly explain each.

Accepted Answer

The five determinants of service quality

Question 11

Often,a service problem arises from a customer's lack of understanding or ineptitude.Which of the following can help to minimize customer failures?

Accepted Answer

A) giving customers exclusive primary service packages 
B) redesigning processes to simplify service encounters 
C) using differential pricing and shared services 
D) minimizing service intangibility 
E) working with more customers at the same time 
A) giving customers exclusive primary service packages 
B) redesigning processes to simplify service encounters 
C) using differential pricing and shared services 
D) minimizing service intangibility 
E) working with more customers at the same time

Question 12

List and briefly explain the four distinctive characteristics of services.

Accepted Answer

The four distinctive service characteris

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

Out-of-pocket costs are what the customer spends on regular maintenance and repair costs.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is a characteristic of a service?

Accepted Answer

A) It is essentially tangible. 
B) It does not result in the ownership of anything. 
C) Its 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) It is essentially tangible. 
B) It does not result in the ownership of anything. 
C) Its 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 16

Service buyers are aware of this variability and often talk to others before selecting a service provider.

Accepted Answer

A) True 
 B)False

Question 17

Charles's best customers are instantly directed to customer service representatives,while other customers have to wait longer.Charles is trying to ________.

Accepted Answer

A) monitor its service systems 
B) empower the customers 
C) retain the patronage of profitable customers 
D) increase consumer participation 
E) standardize the service-performance process 
A) monitor its service systems 
B) empower the customers 
C) retain the patronage of profitable customers 
D) increase consumer participation 
E) standardize the service-performance process

Question 18

Define customer failures and list four methods to tackle them.

Accepted Answer

Customer failures refer to situations wh

Question 19

Jake had an appointment at the doctor's,but couldn't make it on time because he was caught in traffic.By the time he reached the doctor's office,the doctor had already begun with the next patient.This illustrates the ________ of services.

Accepted Answer

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

Question 20

Credence qualities of a service are difficult to evaluate before purchase,but easy to evaluate after consumption.

Accepted Answer

A) True 
 B)False

Exam 13: Designing and Managing Services

________ refer(s)to logos,symbols,characters,and slogans that service providers use in order to make the service and its key benefits more tangible.

Secondary service features are the features that the customer himself adds to the service.

Which of the following is an example of a hybrid service?

Which one of the following is highest in search qualities?

Which of the following is true regarding services?

A service is essentially intangible.

________ describes training and motivating employees to serve customers well.

According to the dynamic process model,two different types of expectations have opposite effects on perceptions of service quality.One of these is that ________.

All services require the client to be present.

Based on the service-quality model,researchers have identified five determinants of service quality.List and briefly explain each.

Often,a service problem arises from a customer's lack of understanding or ineptitude.Which of the following can help to minimize customer failures?

List and briefly explain the four distinctive characteristics of services.

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

Out-of-pocket costs are what the customer spends on regular maintenance and repair costs.

Which of the following is a characteristic of a service?

Service buyers are aware of this variability and often talk to others before selecting a service provider.

Charles's best customers are instantly directed to customer service representatives,while other customers have to wait longer.Charles is trying to ________.

Define customer failures and list four methods to tackle them.

Jake had an appointment at the doctor's,but couldn't make it on time because he was caught in traffic.By the time he reached the doctor's office,the doctor had already begun with the next patient.This illustrates the ________ of services.

Credence qualities of a service are difficult to evaluate before purchase,but easy to evaluate after consumption.

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Gathering Information and Forecasting Demand

Conducting Marketing Research

Creating Customer Value,satisfaction,and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing,wholesaling,and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

Managing Digital Communications: Online, social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

Filters