Exam 10: Services and Other Intangibles: Marketing the Product That Isnt There

In the future,global deregulation will likely affect the delivery of services of banks and other financial service industries by reducing competition.

When Ria hired an interior designer to redecorate her living room,she was not sure she had made the right decision until she saw her gorgeous newly decorated living room.Ria used ________ qualities to evaluate the designer's services.

Hillary wants to be an author.She has sent a manuscript she wrote to an agent who will critique the manuscript and tell Hillary if her work is marketable.Because Hillary does not know if her work is marketable,she has decided to accept whatever the agent,who is an expert in the field,says as true.In this respect,the agent's opinion has a(n)________ quality.

Explain why it is difficult to standardize services and why many consumers may not necessarily want service standardization.

Which of the following is NOT an example of a service encounter?

A customer got a great haircut at a salon and went back six weeks later to the same person to get a second haircut.This time,the customer received one of the worst haircuts of his life.The difference between the two haircuts are due to the ________ characteristic of services.

A service firm communicating exactly what the customer can expect and what will happen if the company does not deliver on its promises will eliminate the gap between ________.

________ is the process by which organizations adjust the supply of their services in an attempt to match demand.

In 2003,Home Depot's forty Arizona stores participated with the Arizona Department of Water Resources and the cities of Phoenix,Mesa,and Scottsdale in a $1.8 million "Water,Use It Wisely" campaign.This is an example of ________.

Four characteristics are used to differentiate services from goods.Which of the following is NOT one of those characteristics?

Barry was having stomach trouble and was sent to have an ultrasound performed on his abdomen.The technician performing the ultrasound told Barry he had gallstones.Because Barry could not recognize gallstones even as the technician pointed them out,Barry was left to evaluate the ultrasound on the basis of ________ qualities.

Companies should identify critical incidents so they can plan how to recover before a problem even occurs.

The ________ is the interaction between the customer and the service provider.

Two successful service firms,American Express and Ritz-Carlton,have developed written service quality goals.This step was taken in an attempt to deal with any gap between ________.

The trend of proliferation of information will provide greater opportunities for database services,artificial intelligence systems,and other services that facilitate the storage and transfer of knowledge.

There is a lot of buzz about the Universal Studio's Mardi Gras special event and the Donna Summer concert.If larger-than-expected crowds come to the concert,the guests will need to put up with heavy traffic and long lines for concessions and restrooms.These guests would most likely judge the visit to Universal Studios based on ________ qualities.

Fashion designer Oscar Renta reverting to his old family name of de la Renta because it sounded more elegant is an example of the product improvement approach.

A marketer would be most likely to use which of the following to make sure that her company always comes up at or near the top of lists of typical search phrases related to her business?

Christopher Messenger rents storage space to college students who go home for the summer but do not want to haul all of their property home and back.The business is profitable during the summer months,but when the storage space is unoccupied in the off-season,Christopher is losing money.What characteristic of service is most likely the source of Christopher's problem?

________ are acts,efforts,or performances exchanged from producer to user without ownership rights.