Question 1

When sellers agree to provide free maintenance and repair services for a specified period of time at a specified contract price, they are offering ________.

Accepted Answer

A)  a complementary service 
B)  payment equity 
C)  a service blueprint 
D)  differential pricing 
E)  an extended warranty 
A)  a complementary service 
B)  payment equity 
C)  a service blueprint 
D)  differential pricing 
E)  an extended warranty

Question 2

The manager of a computer service center knows that quick service is the top priority for customers. Accordingly, the employees are encouraged to solve customer difficulties fast, but there is no set time period for service delivery. Which gap could cause unsuccessful service delivery in this situation?

Accepted Answer

In this situation, there exists a gap be

Question 3

List three steps that service firms can take to increase quality control over services and reduce variability.

Accepted Answer

Three steps that service firms can take

Question 4

Based on the service-quality model, researchers have identified five determinants of service quality. List and briefly explain each.

Accepted Answer

The five determinants of service quality

Question 5

Which of the following will help a service provider overcome the limits imposed by the inseparability of services?

Accepted Answer

A)  using differential pricing 
B)  working with larger customer groups 
C)  providing complementary services 
D)  concentrating on physical evidence and presentation 
E)  standardizing the service process 
A)  using differential pricing 
B)  working with larger customer groups 
C)  providing complementary services 
D)  concentrating on physical evidence and presentation 
E)  standardizing the service process

Question 6

BRZ Shoes targets the youth market with vibrant, visually appealing ads in modern styles. BRZ 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 7

Responsiveness is a company's willingness to help customers and provide prompt service.

Accepted Answer

A) True 
 B)False

Question 8

In order to map out the service process, the points of customer contact, and the evidence of service from the customer's point of view, service firms should develop a ________.

Accepted Answer

A)  marketing plan 
B)  service floor plan 
C)  Gantt chart 
D)  business plan 
E)  service blueprint 
A)  marketing plan 
B)  service floor plan 
C)  Gantt chart 
D)  business plan 
E)  service blueprint

Question 9

Regular maintenance and repair costs are known as ________.

Accepted Answer

A)  service contract costs 
B)  out-of-pocket costs 
C)  fixed costs 
D)  facilitating services costs 
E)  value-augmentation costs 
A)  service contract costs 
B)  out-of-pocket costs 
C)  fixed costs 
D)  facilitating services costs 
E)  value-augmentation costs

Question 10

The zone of ________ is a range where a service dimension is deemed satisfactory, anchored by the minimum level consumers are willing to accept and the level they believe can and should be delivered.

Accepted Answer

A)  immunity 
B)  tolerance 
C)  reliability 
D)  assurance 
E)  flexibility 
A)  immunity 
B)  tolerance 
C)  reliability 
D)  assurance 
E)  flexibility

Question 11

The fact that services are typically produced and consumed simultaneously is known as the ________ aspect of services.

Accepted Answer

A)  perishability 
B)  intangibility 
C)  heterogeneity 
D)  inseparability 
E)  variability 
A)  perishability 
B)  intangibility 
C)  heterogeneity 
D)  inseparability 
E)  variability

Question 12

A service provider can work with larger groups to get around the limitations of inseparability.

Accepted Answer

A) True 
 B)False

Question 13

A brand that is action-oriented and causes consumers to engage in physical actions appeals 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 14

________ refers to the normal work of preparing, pricing, distributing, and promoting the service to customers.

Accepted Answer

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

Question 15

Service quality depends on who provides them, when and where, and to whom. Thus, services are highly ________.

Accepted Answer

A)  inseparable 
B)  tangible 
C)  variable 
D)  perishable 
E)  intangible 
A)  inseparable 
B)  tangible 
C)  variable 
D)  perishable 
E)  intangible

Question 16

External marketing describes the training and motivation required by employees in order to properly serve the customers.

Accepted Answer

A) True 
 B)False

Question 17

Reliability refers to the company's willingness to help customers and provide them with prompt service.

Accepted Answer

A) True 
 B)False

Question 18

Traditionally, customers have had three specific worries about product service. What are they?

Accepted Answer

Manufacturers of equipment-small applian

Question 19

Debbie's is a specialty bakery that sees a huge volume of orders during the holiday season. The owner knows that orders triple during the three-month period and the current staff cannot handle the volume. What supply strategy can Debbie's use to handle the demand?

Accepted Answer

Debbie's can employ people on

Question 20

Which of the following is an example of a gap between service delivery and external communications?

Accepted Answer

A)  The employees at GBL have been asked to take time to listen to customers, but they must serve them fast as well. 
B)  Amanda chose to shop at Alison's Fashions because the store's website offered on-the-spot alterations. However, when she did buy a dress, she had to wait a week to get it altered. 
C)  Customers at LUX appreciate the personalized services the salespeople offer, but do not like the store design. 
D)  Clearwater Spa attendants are well-trained in massage therapy and the services they offer, but customers rarely return because they don't like the attendants' impersonal service. 
E)  When sales dropped, Styx modernized its stores in order to retain customers, but didn't realize that the product quality was the main problem. 
A)  The employees at GBL have been asked to take time to listen to customers, but they must serve them fast as well. 
B)  Amanda chose to shop at Alison's Fashions because the store's website offered on-the-spot alterations. However, when she did buy a dress, she had to wait a week to get it altered. 
C)  Customers at LUX appreciate the personalized services the salespeople offer, but do not like the store design. 
D)  Clearwater Spa attendants are well-trained in massage therapy and the services they offer, but customers rarely return because they don't like the attendants' impersonal service. 
E)  When sales dropped, Styx modernized its stores in order to retain customers, but didn't realize that the product quality was the main problem.

Exam 13: Designing and Managing Services

When sellers agree to provide free maintenance and repair services for a specified period of time at a specified contract price, they are offering ________.

List three steps that service firms can take to increase quality control over services and reduce variability.

Based on the service-quality model, researchers have identified five determinants of service quality. List and briefly explain each.

Which of the following will help a service provider overcome the limits imposed by the inseparability of services?

BRZ Shoes targets the youth market with vibrant, visually appealing ads in modern styles. BRZ ads appeal to the ________ dimension of brand experience.

Responsiveness is a company's willingness to help customers and provide prompt service.

In order to map out the service process, the points of customer contact, and the evidence of service from the customer's point of view, service firms should develop a ________.

Regular maintenance and repair costs are known as ________.

The zone of ________ is a range where a service dimension is deemed satisfactory, anchored by the minimum level consumers are willing to accept and the level they believe can and should be delivered.

The fact that services are typically produced and consumed simultaneously is known as the ________ aspect of services.

A service provider can work with larger groups to get around the limitations of inseparability.

A brand that is action-oriented and causes consumers to engage in physical actions appeals to the ________ dimension of brand experience.

________ refers to the normal work of preparing, pricing, distributing, and promoting the service to customers.

Service quality depends on who provides them, when and where, and to whom. Thus, services are highly ________.

External marketing describes the training and motivation required by employees in order to properly serve the customers.

Reliability refers to the company's willingness to help customers and provide them with prompt service.

Traditionally, customers have had three specific worries about product service. What are they?

Debbie's is a specialty bakery that sees a huge volume of orders during the holiday season. The owner knows that orders triple during the three-month period and the current staff cannot handle the volume. What supply strategy can Debbie's use to handle the demand?

Which of the following is an example of a gap between service delivery and external communications?

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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