Question 1

When initiating self-service technologies,some companies have found that the biggest obstacle is not the technology itself,but ________ customers to use it.

Accepted Answer

A) enticing 
B) becoming familiar with 
C) adapting 
D) utilizing 
E) convincing 
A) enticing 
B) becoming familiar with 
C) adapting 
D) utilizing 
E) convincing

Question 2

When the lawn service firm advertises,"We can handle all your lawn needs in one stop" and then requires three or four visits to satisfy you,this is an example of which of the gaps of service performance?

Accepted Answer

A) Between service delivery and translation of perceptions 
B) Between expected service and perceived service 
C) Between service delivery and external communications 
D) Between management's perception and consumers expectations 
E) None of the above 
A) Between service delivery and translation of perceptions 
B) Between expected service and perceived service 
C) Between service delivery and external communications 
D) Between management's perception and consumers expectations 
E) None of the above

Question 3

Manufacturers can offer and charge for product support services in different ways.One firm charges for extended warranties.What are some other ways that manufacturers charge for services?

Accepted Answer

They can offer facil

Question 4

Top firms audit both their own and their competitors' service performance on a regular basis by collecting ________ measurements to probe customer satisfaction.

Accepted Answer

A) chat room 
B) voice of the customer 
C) e-mail solicitation 
D) consumer activist group 
E) none of the above 
A) chat room 
B) voice of the customer 
C) e-mail solicitation 
D) consumer activist group 
E) none of the above

Question 5

A plumbing firm is considered a service firm because they are providing "services" to households and businesses.The service component then would fall into which one of the following categories of offerings?

Accepted Answer

A) Pure tangible good 
B) Tangible good with accompanying services 
C) Hybrid 
D) Major service with accompanying minor goods and services 
E) Pure service 
A) Pure tangible good 
B) Tangible good with accompanying services 
C) Hybrid 
D) Major service with accompanying minor goods and services 
E) Pure service

Question 6

According to the service-quality model,the third "gap" in their service-quality model is the gap 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 7

There are five categories of offerings for a service.It can be either a minor or a major component of the company's offerings.Which of the following is NOT one of these five categories?

Accepted Answer

A) Pure tangible good 
B) Tangible good with accompanying services 
C) Hybrid 
D) Major service with accompanying minor goods and services 
E) Major service with accompanying major goods 
A) Pure tangible good 
B) Tangible good with accompanying services 
C) Hybrid 
D) Major service with accompanying minor goods and services 
E) Major service with accompanying major goods

Question 8

Manufacturers,distributors,and retailers can provide ________ services,or simply excellent customer service,to differentiate themselves.

Accepted Answer

A) financial 
B) value-added 
C) sales 
D) marketing 
E) distribution 
A) financial 
B) value-added 
C) sales 
D) marketing 
E) distribution

Question 9

A service company can differentiate itself by designing a better and faster delivery system.Of the three levels of differentiation,________ describes how well suppliers handle emergencies,product recalls,and answering inquiries.

Accepted Answer

A) reliability 
B) resilience 
C) innovativeness 
D) preparedness 
E) none of the above 
A) reliability 
B) resilience 
C) innovativeness 
D) preparedness 
E) none of the above

Question 10

According to the service-quality model,the second "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 11

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

Accepted Answer

A) University 
B) Professor 
C) Restaurant 
D) Soap manufacturer 
E) Airline 
A) University 
B) Professor 
C) Restaurant 
D) Soap manufacturer 
E) Airline

Question 12

Services vary as to whether they are equipment based or ________.

Accepted Answer

A) service based 
B) people based 
C) process based 
D) historical based 
E) none of the above 
A) service based 
B) people based 
C) process based 
D) historical based 
E) none of the above

Question 13

The Bureau of Labor Statistics reports that the service-producing sector will continue to lose jobs over the next five years.

Accepted Answer

A) True 
 B)False

Question 14

Services have four distinctive characteristics that greatly affect the design of marketing programs.List these characteristics and briefly explain each.

Accepted Answer

The characteristics are: (1)intangibilit

Question 15

A service is defined as any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything.

Accepted Answer

A) True 
 B)False

Question 16

Services can be high in search qualities.Which one of the following is NOT seen as high in search qualities?

Accepted Answer

A) Decorating 
B) A restaurant 
C) A haircut 
D) A medical diagnosis 
E) None of the above 
A) Decorating 
B) A restaurant 
C) A haircut 
D) A medical diagnosis 
E) None of the above

Question 17

After visiting a local car dealer and having your car serviced,a day later you receive a phone call from a research firm asking you to comment on your service experience.This is part of the manufacturer's quality control over its dealers and the firm's audit of the service performance by collecting _________.

Accepted Answer

A) satisfying customer complaints 
B) dealer performance 
C) customer performance 
D) "voice of the customer measurements" 
E) "competitive data" 
A) satisfying customer complaints 
B) dealer performance 
C) customer performance 
D) "voice of the customer measurements" 
E) "competitive data"

Question 18

An example of a pure service provider might be a car repair facility.

Accepted Answer

A) True 
 B)False

Question 19

A service company can differentiate itself by designing a better and faster delivery system.

Accepted Answer

A) True 
 B)False

Question 20

Services must consider developing a brand hierarchy and brand portfolio that permits ________ and targeting of different market segments.

Accepted Answer

A) differentiation 
B) product placement 
C) positioning 
D) image 
E) none of the above 
A) differentiation 
B) product placement 
C) positioning 
D) image 
E) none of the above

Exam 13: Designing and Managing Services

When initiating self-service technologies,some companies have found that the biggest obstacle is not the technology itself,but ________ customers to use it.

When the lawn service firm advertises,"We can handle all your lawn needs in one stop" and then requires three or four visits to satisfy you,this is an example of which of the gaps of service performance?

Manufacturers can offer and charge for product support services in different ways.One firm charges for extended warranties.What are some other ways that manufacturers charge for services?

Top firms audit both their own and their competitors' service performance on a regular basis by collecting ________ measurements to probe customer satisfaction.

A plumbing firm is considered a service firm because they are providing "services" to households and businesses.The service component then would fall into which one of the following categories of offerings?

According to the service-quality model,the third "gap" in their service-quality model is the gap between ________.

There are five categories of offerings for a service.It can be either a minor or a major component of the company's offerings.Which of the following is NOT one of these five categories?

Manufacturers,distributors,and retailers can provide ________ services,or simply excellent customer service,to differentiate themselves.

A service company can differentiate itself by designing a better and faster delivery system.Of the three levels of differentiation,________ describes how well suppliers handle emergencies,product recalls,and answering inquiries.

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

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

Services vary as to whether they are equipment based or ________.

The Bureau of Labor Statistics reports that the service-producing sector will continue to lose jobs over the next five years.

Services have four distinctive characteristics that greatly affect the design of marketing programs.List these characteristics and briefly explain each.

A service is defined as any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything.

Services can be high in search qualities.Which one of the following is NOT seen as high in search qualities?

An example of a pure service provider might be a car repair facility.

A service company can differentiate itself by designing a better and faster delivery system.

Services must consider developing a brand hierarchy and brand portfolio that permits ________ and targeting of different market segments.

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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