Question 1

Not all ________ improve service quality,but they can make service transactions more accurate,convenient,and faster.

Accepted Answer

A) service standards 
B) top management commitment 
C) self-service technologies 
D) strategic concepts 
E) service-quality perceptions 
A) service standards 
B) top management commitment 
C) self-service technologies 
D) strategic concepts 
E) service-quality perceptions

Question 2

After sending registered letters to the roofing company,numerous attempts to contact the president of the company by phone,and sending copies of the complaint to the Better Business Bureau,you finally received a response from the firm that did not satisfy you.In desperation,you decided to have another company complete the repairs to your home.This is an example of what kind of customer switching behavior on your part?

Accepted Answer

A) Involuntary switching 
B) Competition 
C) Response to service failure 
D) Service encounter failures 
E) Inconvenience 
A) Involuntary switching 
B) Competition 
C) Response to service failure 
D) Service encounter failures 
E) Inconvenience

Question 3

Services high in ________qualities are those services that have characteristics the buyer normally finds hard to evaluate even after consumption.

Accepted Answer

A) equipment 
B) search 
C) experience 
D) personal attention 
E) credence 
A) equipment 
B) search 
C) experience 
D) personal attention 
E) credence

Question 4

Services can be judged on customer importance and company performance.

Accepted Answer

A) True 
 B)False

Question 5

What are the dangers associated with providing differentiated levels of service to customers in different profit tiers?

Accepted Answer

Companies that provide differentiated le

Question 6

Several strategies exist for managing supply and demand of services.List the strategies for both managing "supply" and then for managing "demand."

Accepted Answer

To manage "demand"-differential pricing,

Question 7

Service marketers have no problem in differentiating their services from the competition.

Accepted Answer

A) True 
 B)False

Question 8

Top service companies are "customer obsessed."

Accepted Answer

A) True 
 B)False

Question 9

In your service firm,you are always choosing between fully answering the consumer's questions and waiting on the next customer.The firm's standards are not clear on how they want you to perform.When asked,your boss answers,"You make the decision." This is an example of which service-quality gap?

Accepted Answer

The gap between serv

Question 10

Customers generally acknowledge when they are at fault for a service failure and do not hold the service provider responsible.

Accepted Answer

A) True 
 B)False

Question 11

Services cannot be stored.Attempts to regulate the "demand" of a service include reservation systems and differential pricing.What are some other ways a firm can shift demand for its services to nonpeak times?

Accepted Answer

Complementary services can be

Question 12

A service company can differentiate itself on three levels.The first is reliability,the second is resilience,and the third is ________.

Accepted Answer

A) assuredness 
B) employees 
C) innovativeness 
D) teamwork 
E) none of the above 
A) assuredness 
B) employees 
C) innovativeness 
D) teamwork 
E) none of the above

Question 13

A company's offerings often include services as a minor or a major part of the total offering.List and briefly explain each of the five categories of offerings.

Accepted Answer

The five offerings are: (1)pur

Question 14

Getting front-line employees to adopt ________ and to advocate the interests and image of the firm to consumers as well as take initiative and engage in conscientious behavior in dealing with customers can be a critical asset.

Accepted Answer

A) company policies and procedures 
B) win-win philosophy 
C) conflict-management courses 
D) training lessons 
E) extra-role behaviors 
A) company policies and procedures 
B) win-win philosophy 
C) conflict-management courses 
D) training lessons 
E) extra-role behaviors

Question 15

Firms have decided to raise fees and lower service to those customers who barely pay their way and to coddle big spenders to retain their patronage as long as possible,an example of organizing customers by ________.

Accepted Answer

A) purchase frequency 
B) profit tiers 
C) psychographic characteristics 
D) social influence 
E) none of the above 
A) purchase frequency 
B) profit tiers 
C) psychographic characteristics 
D) social influence 
E) none of the above

Question 16

When a consumer buys a piece of equipment,such as a lawn tractor,they consider the life-cycle cost of the equipment.Explain what is meant by "life-cycle" cost.

Accepted Answer

The life-cycle cost is the pro

Question 17

Brand personality is an important image dimension for services.

Accepted Answer

A) True 
 B)False

Question 18

Customers form service expectations from such areas as past experiences,word of mouth,and advertising.

Accepted Answer

A) True 
 B)False

Question 19

There is a(n)________ where consumer perceptions on a service dimension would be deemed satisfactory,anchored by the minimum level consumers would be willing to accept and the level that customers believe can and should be delivered.

Accepted Answer

A) empathy 
B) zone of tolerance 
C) zone of forgiveness 
D) perceived forgiveness 
E) value definition 
A) empathy 
B) zone of tolerance 
C) zone of forgiveness 
D) perceived forgiveness 
E) value definition

Question 20

According to Berry,Parasuraman,and Zeithaml,________ is the single most important dimension of service quality.

Accepted Answer

A) listening 
B) fair play 
C) reliability 
D) service design 
E) recovery 
A) listening 
B) fair play 
C) reliability 
D) service design 
E) recovery

Exam 13: Designing and Managing Services

Not all ________ improve service quality,but they can make service transactions more accurate,convenient,and faster.

Services high in ________qualities are those services that have characteristics the buyer normally finds hard to evaluate even after consumption.

Services can be judged on customer importance and company performance.

What are the dangers associated with providing differentiated levels of service to customers in different profit tiers?

Several strategies exist for managing supply and demand of services.List the strategies for both managing "supply" and then for managing "demand."

Service marketers have no problem in differentiating their services from the competition.

Top service companies are "customer obsessed."

In your service firm,you are always choosing between fully answering the consumer's questions and waiting on the next customer.The firm's standards are not clear on how they want you to perform.When asked,your boss answers,"You make the decision." This is an example of which service-quality gap?

Customers generally acknowledge when they are at fault for a service failure and do not hold the service provider responsible.

Services cannot be stored.Attempts to regulate the "demand" of a service include reservation systems and differential pricing.What are some other ways a firm can shift demand for its services to nonpeak times?

A service company can differentiate itself on three levels.The first is reliability,the second is resilience,and the third is ________.

A company's offerings often include services as a minor or a major part of the total offering.List and briefly explain each of the five categories of offerings.

Getting front-line employees to adopt ________ and to advocate the interests and image of the firm to consumers as well as take initiative and engage in conscientious behavior in dealing with customers can be a critical asset.

Firms have decided to raise fees and lower service to those customers who barely pay their way and to coddle big spenders to retain their patronage as long as possible,an example of organizing customers by ________.

When a consumer buys a piece of equipment,such as a lawn tractor,they consider the life-cycle cost of the equipment.Explain what is meant by "life-cycle" cost.

Brand personality is an important image dimension for services.

Customers form service expectations from such areas as past experiences,word of mouth,and advertising.

There is a(n)________ where consumer perceptions on a service dimension would be deemed satisfactory,anchored by the minimum level consumers would be willing to accept and the level that customers believe can and should be delivered.

According to Berry,Parasuraman,and Zeithaml,________ is the single most important dimension of service quality.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing With Competition

Setting Product Strategy

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

Filters