Question 1

A hybrid consists of unequal parts of goods and services, with services being in the majority.

Accepted Answer

A) True 
 B)False

Question 2

Customers want unbundled services, with separate prices for each service element and the right to select the elements they want.

Accepted Answer

A) True 
 B)False

Question 3

Secondary service features are the features that the customer himself adds to the service.

Accepted Answer

A) True 
 B)False

Question 4

Interactive marketing describes the employees' skill in serving the client.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is true regarding services?

Accepted Answer

A)  Services are typically produced, stored, and then consumed. 
B)  Services are generally low in experience and credence qualities. 
C)  Service providers develop similar marketing programs for personal services and business services. 
D)  There is less risk associated with the purchase of services than with the purchase of goods. 
E)  Provider-client interaction is a special feature of services marketing. 
A)  Services are typically produced, stored, and then consumed. 
B)  Services are generally low in experience and credence qualities. 
C)  Service providers develop similar marketing programs for personal services and business services. 
D)  There is less risk associated with the purchase of services than with the purchase of goods. 
E)  Provider-client interaction is a special feature of services marketing.

Question 6

A travel agency offers weekend discounts for car rentals. What can be deduced from this?

Accepted Answer

A)  It is increasing peak-time efficiency. 
B)  It is using differential pricing. 
C)  It is using linear pricing. 
D)  It is cultivating peak demand. 
E)  It is providing complementary services. 
A)  It is increasing peak-time efficiency. 
B)  It is using differential pricing. 
C)  It is using linear pricing. 
D)  It is cultivating peak demand. 
E)  It is providing complementary services.

Question 7

Gloria goes to the same bagel shop every morning because the workers there remember her name and know her order. They always make her feel welcome. The employees of this bagel shop excel at which of the following determinants of service quality?

Accepted Answer

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

Question 8

Josh gets his bike serviced at Dean's Garage even though there's another garage much closer to home. He prefers Dean's because the work is usually done quickly and the staff try to solve the issues with the bike as soon as possible. Dean's Garage excels at which of the following five determinants of service quality?

Accepted Answer

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

Question 9

Firms have decided to raise fees and lower service for those customers who barely pay their way and to coddle big spenders to retain their patronage as long as possible. This is an example of organizing customers by ________.

Accepted Answer

A)  retailer convenience 
B)  profit tiers 
C)  psychographic characteristics 
D)  social influence 
E)  customer preference 
A)  retailer convenience 
B)  profit tiers 
C)  psychographic characteristics 
D)  social influence 
E)  customer preference

Question 10

Services high in ________ are those services that have characteristics the buyer normally finds hard to evaluate even after consumption.

Accepted Answer

A)  trial qualities 
B)  search qualities 
C)  experience qualities 
D)  privacy qualities 
E)  credence qualities 
A)  trial qualities 
B)  search qualities 
C)  experience qualities 
D)  privacy qualities 
E)  credence qualities

Question 11

Value-augmenting services include installation, staff training, maintenance and repair services, and financing.

Accepted Answer

A) True 
 B)False

Question 12

To which of the following categories of services does a cell phone belong?

Accepted Answer

A)  major service with accompanying minor services 
B)  major service with accompanying minor goods 
C)  pure service 
D)  pure tangible good 
E)  tangible good with accompanying services 
A)  major service with accompanying minor services 
B)  major service with accompanying minor goods 
C)  pure service 
D)  pure tangible good 
E)  tangible good with accompanying services

Question 13

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

Accepted Answer

A)  teaching 
B)  car 
C)  restaurant meal 
D)  soap 
E)  air travel 
A)  teaching 
B)  car 
C)  restaurant meal 
D)  soap 
E)  air travel

Question 14

Define customer failures and list four methods to tackle them.

Accepted Answer

Customer failures refer to situations wh

Question 15

The customer service representatives at G.K.'s customer service center must know as much about the products as possible, so that they can help the customers solve their difficulties without sounding hesitant or unsure of themselves. Which of the following determinants of service quality are they being asked to demonstrate?

Accepted Answer

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

Question 16

While goods meet personal needs, services meet business needs.

Accepted Answer

A) True 
 B)False

Question 17

Give an example of a pure service provided by a company.

Accepted Answer

Student answers may vary.
Exam

Question 18

Dean recently had a BRZ broadband connection installed. However, the connection was bad and he didn't get the quality he required. He contacted BRZ about the problem, but the company did not solve his problem. Dean switched to Blue Broadband. Which of the following was the cause of Dean's switching behavior?

Accepted Answer

A)  involuntary switching 
B)  competition 
C)  response to service failure 
D)  service encounter failures 
E)  inconvenience 
A)  involuntary switching 
B)  competition 
C)  response to service failure 
D)  service encounter failures 
E)  inconvenience

Question 19

Bryson's is a mid-sized hotel chain that is entering a competitive market. The chain needs to differentiate its service from that of competitors, positioning itself as a hotel chain with excellent service at an affordable price. How can it achieve this using internal marketing?

Accepted Answer

Student answers may vary.
Internal marke

Question 20

Often, a service problem arises from a customer's lack of understanding or ineptitude. Which of the following can help to minimize customer failures?

Accepted Answer

A)  giving customers exclusive primary service packages 
B)  redesigning processes to simplify service encounters 
C)  using differential pricing and shared services 
D)  minimizing service intangibility 
E)  working with more customers at the same time 
A)  giving customers exclusive primary service packages 
B)  redesigning processes to simplify service encounters 
C)  using differential pricing and shared services 
D)  minimizing service intangibility 
E)  working with more customers at the same time

A hybrid consists of unequal parts of goods and services, with services being in the majority.

Customers want unbundled services, with separate prices for each service element and the right to select the elements they want.

Secondary service features are the features that the customer himself adds to the service.

Interactive marketing describes the employees' skill in serving the client.

Which of the following is true regarding services?

A travel agency offers weekend discounts for car rentals. What can be deduced from this?

Gloria goes to the same bagel shop every morning because the workers there remember her name and know her order. They always make her feel welcome. The employees of this bagel shop excel at which of the following determinants of service quality?

Firms have decided to raise fees and lower service for those customers who barely pay their way and to coddle big spenders to retain their patronage as long as possible. This is an example of organizing customers by ________.

Services high in ________ are those services that have characteristics the buyer normally finds hard to evaluate even after consumption.

Value-augmenting services include installation, staff training, maintenance and repair services, and financing.

To which of the following categories of services does a cell phone belong?

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

Define customer failures and list four methods to tackle them.

While goods meet personal needs, services meet business needs.

Give an example of a pure service provided by a company.

Bryson's is a mid-sized hotel chain that is entering a competitive market. The chain needs to differentiate its service from that of competitors, positioning itself as a hotel chain with excellent service at an affordable price. How can it achieve this using internal marketing?

Often, a service problem arises from a customer's lack of understanding or ineptitude. Which of the following can help to minimize customer failures?

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

Filters

Exam 13: Designing and Managing Services

A hybrid consists of unequal parts of goods and services, with services being in the majority.

Customers want unbundled services, with separate prices for each service element and the right to select the elements they want.

Secondary service features are the features that the customer himself adds to the service.

Interactive marketing describes the employees' skill in serving the client.

Which of the following is true regarding services?

A travel agency offers weekend discounts for car rentals. What can be deduced from this?

Gloria goes to the same bagel shop every morning because the workers there remember her name and know her order. They always make her feel welcome. The employees of this bagel shop excel at which of the following determinants of service quality?

Firms have decided to raise fees and lower service for those customers who barely pay their way and to coddle big spenders to retain their patronage as long as possible. This is an example of organizing customers by ________.

Services high in ________ are those services that have characteristics the buyer normally finds hard to evaluate even after consumption.

Value-augmenting services include installation, staff training, maintenance and repair services, and financing.

To which of the following categories of services does a cell phone belong?

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

Define customer failures and list four methods to tackle them.

While goods meet personal needs, services meet business needs.

Give an example of a pure service provided by a company.

Bryson's is a mid-sized hotel chain that is entering a competitive market. The chain needs to differentiate its service from that of competitors, positioning itself as a hotel chain with excellent service at an affordable price. How can it achieve this using internal marketing?

Often, a service problem arises from a customer's lack of understanding or ineptitude. Which of the following can help to minimize customer failures?

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

Filters