Question 1

________ describes the employees' skill in serving the client.

Accepted Answer

A)  External marketing 
B)  Internal marketing 
C)  Promotional marketing 
D)  Direct marketing 
E)  Interactive marketing 
A)  External marketing 
B)  Internal marketing 
C)  Promotional marketing 
D)  Direct marketing 
E)  Interactive marketing

Question 2

Walmart has decided to hire extra clerks during the holiday season. It is said to be ________.

Accepted Answer

A)  matching its supply with the existing demand 
B)  generating non-peak demand 
C)  increasing its customer participation 
D)  sharing its services 
E)  facilitating for its future expansion 
A)  matching its supply with the existing demand 
B)  generating non-peak demand 
C)  increasing its customer participation 
D)  sharing its services 
E)  facilitating for its future expansion

Question 3

Services high in ________ qualities have characteristics that the buyer can evaluate after purchase.

Accepted Answer

A)  privacy 
B)  experience 
C)  credence 
D)  search 
E)  stock 
A)  privacy 
B)  experience 
C)  credence 
D)  search 
E)  stock

Question 4

What the customer expects from a service is called the primary service package.

Accepted Answer

A) True 
 B)False

Question 5

BRZ Shoes positions itself as a young, adventurous brand. Its logo and brand communication try to give consumers a feeling of excitement and bravery. These ads appeal to the ________ dimension of brand experience.

Accepted Answer

A)  sensory 
B)  affective 
C)  behavioral 
D)  intellectual 
E)  social 
A)  sensory 
B)  affective 
C)  behavioral 
D)  intellectual 
E)  social

Question 6

According to the dynamic process model, two different types of expectations have opposite effects on perceptions of service quality. One of these is that ________.

Accepted Answer

A)  increasing customer expectations of what the firm will deliver improve the perceptions of overall service quality 
B)  increasing customer expectations of what the firm will deliver decrease the perceptions of overall service quality 
C)  decreasing customer expectations of what the firm should deliver decrease the perceptions of overall service quality 
D)  decreasing customer expectations of what the firm will deliver improve the perceptions of overall service quality 
E)  increasing customer expectations of what the firm should deliver improve the perceptions of overall service quality 
A)  increasing customer expectations of what the firm will deliver improve the perceptions of overall service quality 
B)  increasing customer expectations of what the firm will deliver decrease the perceptions of overall service quality 
C)  decreasing customer expectations of what the firm should deliver decrease the perceptions of overall service quality 
D)  decreasing customer expectations of what the firm will deliver improve the perceptions of overall service quality 
E)  increasing customer expectations of what the firm should deliver improve the perceptions of overall service quality

Question 7

The most important determinant of service quality is ________ which refers to the ability to perform the promised service dependably and accurately.

Accepted Answer

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

Question 8

A pure service requires a capital-intensive good, but the primary item is a service.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is an example of a pure service?

Accepted Answer

A)  air travel 
B)  psychotherapy 
C)  baby oil 
D)  a laptop 
E)  a restaurant meal 
A)  air travel 
B)  psychotherapy 
C)  baby oil 
D)  a laptop 
E)  a restaurant meal

Question 10

Service companies try to demonstrate their service qualities through physical evidence and presentation.

Accepted Answer

A) True 
 B)False

Question 11

________ refer(s)to logos, symbols, characters, and slogans that service providers use in order to make the service and its key benefits more tangible.

Accepted Answer

A)  Brand engagement 
B)  Brand orientation 
C)  Brand elements 
D)  Brand loyalty 
E)  Brand equity 
A)  Brand engagement 
B)  Brand orientation 
C)  Brand elements 
D)  Brand loyalty 
E)  Brand equity

Question 12

MGC Inc. organizes a company-wide picnic once a year. The organizers arranged for the best possible menu thinking that food would be a priority, but the staff were disappointed because the activities were very poorly planned. What kind of a gap is apparent here?

Accepted Answer

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

Question 13

Customers today want separate prices for each service element and they also want the right to select the elements they want. The customers are said to be pressing for ________.

Accepted Answer

A)  complementary services 
B)  perishable services 
C)  variable services 
D)  unbundled services 
E)  shared services 
A)  complementary services 
B)  perishable services 
C)  variable services 
D)  unbundled services 
E)  shared services

Question 14

A cosmetics store sees to it that customers who walk in are assisted by store personnel. These personnel are trained to ask customers questions, find out what they want, and make suggestions accordingly. Which of the five determinants of service quality is reflected here?

Accepted Answer

The determinant of service qua

Question 15

The ________ determinant of service quality refers to the knowledge and courtesy of employees and their ability to convey trust and confidence in the service they provide.

Accepted Answer

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

Question 16

If the expected service falls below the perceived service, customers are disappointed.

Accepted Answer

A) True 
 B)False

Question 17

Leo's manager has asked him and his teammates to demonstrate caring towards customers. They are instructed to learn the customers' names, and use the customers' names while interacting with them. Repeat customers should get special attention, and the team members should remember their preferences and habits. The manager is asking the team to be ________.

Accepted Answer

A)  assuring 
B)  candid 
C)  empathetic 
D)  reliable 
E)  responsive 
A)  assuring 
B)  candid 
C)  empathetic 
D)  reliable 
E)  responsive

Question 18

A service results in ownership on the part of the client.

Accepted Answer

A) True 
 B)False

Question 19

Belling Hotels provides complimentary breakfast buffets to all its guests. This is an example of a ________.

Accepted Answer

A)  primary service package 
B)  service interface 
C)  service support 
D)  service frequency 
E)  secondary service feature 
A)  primary service package 
B)  service interface 
C)  service support 
D)  service frequency 
E)  secondary service feature

Question 20

The ________ rates the various elements of the service bundle and identifies required actions.

Accepted Answer

A)  company performance analysis 
B)  voice of customer measurement 
C)  customer factor measurement 
D)  importance-performance analysis 
E)  customer importance analysis 
A)  company performance analysis 
B)  voice of customer measurement 
C)  customer factor measurement 
D)  importance-performance analysis 
E)  customer importance analysis

Exam 13: Designing and Managing Services

________ describes the employees' skill in serving the client.

Walmart has decided to hire extra clerks during the holiday season. It is said to be ________.

Services high in ________ qualities have characteristics that the buyer can evaluate after purchase.

What the customer expects from a service is called the primary service package.

BRZ Shoes positions itself as a young, adventurous brand. Its logo and brand communication try to give consumers a feeling of excitement and bravery. These ads appeal to the ________ dimension of brand experience.

According to the dynamic process model, two different types of expectations have opposite effects on perceptions of service quality. One of these is that ________.

The most important determinant of service quality is ________ which refers to the ability to perform the promised service dependably and accurately.

A pure service requires a capital-intensive good, but the primary item is a service.

Which of the following is an example of a pure service?

Service companies try to demonstrate their service qualities through physical evidence and presentation.

________ refer(s)to logos, symbols, characters, and slogans that service providers use in order to make the service and its key benefits more tangible.

MGC Inc. organizes a company-wide picnic once a year. The organizers arranged for the best possible menu thinking that food would be a priority, but the staff were disappointed because the activities were very poorly planned. What kind of a gap is apparent here?

Customers today want separate prices for each service element and they also want the right to select the elements they want. The customers are said to be pressing for ________.

A cosmetics store sees to it that customers who walk in are assisted by store personnel. These personnel are trained to ask customers questions, find out what they want, and make suggestions accordingly. Which of the five determinants of service quality is reflected here?

The ________ determinant of service quality refers to the knowledge and courtesy of employees and their ability to convey trust and confidence in the service they provide.

If the expected service falls below the perceived service, customers are disappointed.

A service results in ownership on the part of the client.

Belling Hotels provides complimentary breakfast buffets to all its guests. This is an example of a ________.

The ________ rates the various elements of the service bundle and identifies required actions.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization for the Long Run

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