Exam 13: Designing and Managing Services

Developing brand strategies for a service brand requires special attention to the elements of branding and marketing.Explain why it is different for branding a service versus a tangible product.

Although I used to use the U.S.Postal Service because it offered better prices on package shipping,now I almost always use FedEx because I can ship from any FedEx*Kinkos location 24 hours per day.This is an example of which of the following factors leading to customer switching behavior?

Because service encounters are complex interactions affected by multiple elements,adopting a holistic marketing approach might not work effectively.

The creation of service standards,such as a policy of answering the company's phone on the second ring,is an example of a firm trying to prevent which of the service-quality gaps from ever beginning?

As a newly hired marketing associate,you have asked your boss if the firm has service-quality specifications spelled out for ensuring exceptional customer service.His answer is "no,we all know what the consumer expects;after all,we have been doing this for over 30 years." Recalling your marketing management services marketing chapter,you identify this attitude as a factor leading to the creation of what gap in the service-quality model?

One of the special features of services marketing is the provider-client interaction.This is defined as when the client is also ________ as the service is produced.

Which of the following would be an example of a pure service?

Some services are easy to evaluate by the consumer and others are not.Which one of the following would be considered high in credence qualities and thus hard to evaluate by the majority of consumers?

Top service companies are "customer obsessed." They have a clear sense of their target customers and their needs.Their management looks not only at financial performance on a monthly basis,but also at ________.

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

Service marketers frequently complain about the difficulty of ________ their services.

Service firms can design ________ and information programs so that consumers learn more about the brand than the information they get from the service encounter alone.

A pure tangible good consists of unequal parts of goods and services,with services being in the majority.

Services have five distinctive characteristics,one of these five being "pure service."

As companies collect,store,and use more information about customers,they must also incorporate the proper safeguards to protect that information and reassure customers about their efforts.

Companies that ________ disappointed customers to complain-and also empower employees to remedy the situation on the spot-achieve higher revenues and greater profits than companies that lack a systematic approach for addressing service failures.

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 restaurant?

Service consumers can always judge the quality that they receive from the service provider.

Services depend on who provides them and when and where they are provided.They are highly ________.

The quality of services is independent of who provides them.