Question 1

How has the Internet empowered customers with complaints?

Accepted Answer

The Internet has empowered cus

Question 2

A buyer may try to estimate the life-cycle cost of purchasing a product.Life-cycle cost is defined as the ________.

Accepted Answer

A) product's purchase cost plus the total cost of maintenance and repair less any salvage value 
B) product's purchase cost plus discounted cost of maintenance and repair less any salvage value 
C) product's purchase cost plus discounted cost of maintenance and repair plus any salvage value. 
D) product's purchase cost plus any salvage value. 
E) product's purchase cost plus discounted cost of maintenance and repair 
A) product's purchase cost plus the total cost of maintenance and repair less any salvage value 
B) product's purchase cost plus discounted cost of maintenance and repair less any salvage value 
C) product's purchase cost plus discounted cost of maintenance and repair plus any salvage value. 
D) product's purchase cost plus any salvage value. 
E) product's purchase cost plus discounted cost of maintenance and repair

Question 3

Charles Schwab's best customers get their calls answered in 15 seconds;other customers can wait longer.This is best described as ________.

Accepted Answer

A) fair play in service delivery 
B) customer empowerment through the Internet 
C) raising service levels to retain the patronage of profitable customers 
D) increasing consumer participation 
E) standardizing the service-performance process 
A) fair play in service delivery 
B) customer empowerment through the Internet 
C) raising service levels to retain the patronage of profitable customers 
D) increasing consumer participation 
E) standardizing the service-performance process

Question 4

The company need not define the customer needs carefully because customers can always switch providers.

Accepted Answer

A) True 
 B)False

Question 5

The five determinants of service quality include all of the following EXCEPT ? ________.

Accepted Answer

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

Question 6

Research has shown that customers evaluate complaint incidents in terms of the________.

Accepted Answer

A) anger of the customer 
B) personality of the manager 
C) outcomes they receive 
D) monetary rewards 
E) none of the above 
A) anger of the customer 
B) personality of the manager 
C) outcomes they receive 
D) monetary rewards 
E) none of the above

Question 7

Services cannot be stored.This concept is unique to service marketers and is called ________.

Accepted Answer

A) standardization 
B) heterogeneity 
C) perishability 
D) intangibility 
E) none of the above 
A) standardization 
B) heterogeneity 
C) perishability 
D) intangibility 
E) none of the above

Question 8

To match supply and demand on the supply side,marketers can employ a number of strategies.Which of the following is NOT one of these strategies?

Accepted Answer

A) Maximize peak-time efficiency 
B) Employ a reservation system 
C) Increase consumer participation 
D) Utilize part-time employees 
E) Share services 
A) Maximize peak-time efficiency 
B) Employ a reservation system 
C) Increase consumer participation 
D) Utilize part-time employees 
E) Share services

Question 9

Researchers have outlined 10 lessons for improving service quality across services industries.What are the 10 lessons?

Accepted Answer

These 10 lessons are: listenin

Question 10

All customers seek social exchange and affirmation in their service experiences.

Accepted Answer

A) True 
 B)False

Question 11

Services cannot be seen,tasted,felt,or heard before they are bought.To reduce uncertainty,buyers will look for evidence of quality.They will draw inference about quality from place,people,and price they see.Therefore,the service provider's task is to "________."

Accepted Answer

A) communicate value 
B) manage the evidence 
C) go full speed ahead 
D) provide high touch,high price 
E) none of the above 
A) communicate value 
B) manage the evidence 
C) go full speed ahead 
D) provide high touch,high price 
E) none of the above

Question 12

The appearance of physical facilities,equipment,personnel,and communication materials are the tangibles that convey service quality to consumers.

Accepted Answer

A) True 
 B)False

Question 13

In the context of holistic marketing,________ describes the normal work of preparing,pricing,distributing,and promoting the service to customers.

Accepted Answer

A) internal marketing 
B) correlated marketing 
C) external marketing 
D) integrated marketing 
E) universal marketing 
A) internal marketing 
B) correlated marketing 
C) external marketing 
D) integrated marketing 
E) universal marketing

Question 14

Services can be judged on customer importance and company performance.________ is used to rate the various elements of the service bundle and identify what actions are required.

Accepted Answer

A) SERVQAL 
B) Consumer-quality analysis 
C) Importance-performance analysis 
D) Key-service indices analysis 
E) Reliability-service indices analysis 
A) SERVQAL 
B) Consumer-quality analysis 
C) Importance-performance analysis 
D) Key-service indices analysis 
E) Reliability-service indices analysis

Question 15

Not all SSTs improve service quality,but they have the potential of making service transactions more accurate,________,and faster.

Accepted Answer

A) convenient 
B) discounted 
C) inconvenient 
D) popular 
E) none of the above 
A) convenient 
B) discounted 
C) inconvenient 
D) popular 
E) none of the above

Question 16

There are three steps service firms can take to increase quality control.Which of the following is NOT one of these steps?

Accepted Answer

A) Reduce customer contact points 
B) Monitor customer satisfaction 
C) Standardize the service-performance process 
D) Invest in good training procedures 
E) Invest in good hiring procedures 
A) Reduce customer contact points 
B) Monitor customer satisfaction 
C) Standardize the service-performance process 
D) Invest in good training procedures 
E) Invest in good hiring procedures

Question 17

The last time you were in this restaurant,as you remember it,your dinner was excellent.Tonight is your anniversary and,as such,you are looking forward to an enjoyable evening.At the end of the meal,your perception is that the service was not up to par and the evening was not as successful as you had hoped.In the service-quality model,which gap prevailed?

Accepted Answer

The gap between expe

Question 18

Unlike physical goods,services are produced and ________ simultaneously.

Accepted Answer

A) launched 
B) consumed 
C) created 
D) maximized 
E) none of the above 
A) launched 
B) consumed 
C) created 
D) maximized 
E) none of the above

Question 19

According to the service-quality model,the first "gap" is the one between ________.

Accepted Answer

A) perceived service and expected service 
B) service delivery and external communications 
C) service-quality specifications and service delivery 
D) management perception and service-quality specification 
E) consumer expectation and management perception 
A) perceived service and expected service 
B) service delivery and external communications 
C) service-quality specifications and service delivery 
D) management perception and service-quality specification 
E) consumer expectation and management perception

Question 20

Service offerings can be differentiated in many ways.The offering can include innovative features.What the customer expects is called the ________.

Accepted Answer

A) brand package 
B) complete service package 
C) primary service package 
D) bundled package 
E) none of the above 
A) brand package 
B) complete service package 
C) primary service package 
D) bundled package 
E) none of the above

Exam 13: Designing and Managing Services

How has the Internet empowered customers with complaints?

A buyer may try to estimate the life-cycle cost of purchasing a product.Life-cycle cost is defined as the ________.

Charles Schwab's best customers get their calls answered in 15 seconds;other customers can wait longer.This is best described as ________.

The company need not define the customer needs carefully because customers can always switch providers.

The five determinants of service quality include all of the following EXCEPT ? ________.

Research has shown that customers evaluate complaint incidents in terms of the________.

Services cannot be stored.This concept is unique to service marketers and is called ________.

To match supply and demand on the supply side,marketers can employ a number of strategies.Which of the following is NOT one of these strategies?

Researchers have outlined 10 lessons for improving service quality across services industries.What are the 10 lessons?

All customers seek social exchange and affirmation in their service experiences.

Services cannot be seen,tasted,felt,or heard before they are bought.To reduce uncertainty,buyers will look for evidence of quality.They will draw inference about quality from place,people,and price they see.Therefore,the service provider's task is to "________."

The appearance of physical facilities,equipment,personnel,and communication materials are the tangibles that convey service quality to consumers.

In the context of holistic marketing,________ describes the normal work of preparing,pricing,distributing,and promoting the service to customers.

Services can be judged on customer importance and company performance.________ is used to rate the various elements of the service bundle and identify what actions are required.

Not all SSTs improve service quality,but they have the potential of making service transactions more accurate,________,and faster.

There are three steps service firms can take to increase quality control.Which of the following is NOT one of these steps?

Unlike physical goods,services are produced and ________ simultaneously.

According to the service-quality model,the first "gap" is the one between ________.

Service offerings can be differentiated in many ways.The offering can include innovative features.What the customer expects is called the ________.

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

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