Question 1

Which of the following is NOT one of the properties of intangibility that has been identified by the research of Banwari Mittal?

Accepted Answer

A)  Nonsearchability 
B)  Abstractness 
C)  Incorporeal existence 
D)  Dynamic vs.static 
E)  Mental impalpability 
A)  Nonsearchability 
B)  Abstractness 
C)  Incorporeal existence 
D)  Dynamic vs.static 
E)  Mental impalpability

Question 2

Josh's teachers describe him as a mathematical genius.His parents did not get any education after high school.They have hired Josh a tutor even though they do not understand why Josh needs to understand string theory and quantum physics.The tutoring that Josh receives has a high degree of _____ for Josh's parents.

Accepted Answer

A)  Nonsearchability 
B)  Abstractness 
C)  Incorporeal existence 
D)  Generality vs.specificity 
E)  Mental impalpability 
A)  Nonsearchability 
B)  Abstractness 
C)  Incorporeal existence 
D)  Generality vs.specificity 
E)  Mental impalpability

Question 3

The four strategies of tangibilization proposed by researchers Leonard Berry and Terry Clark are:

Accepted Answer

A)  Documentation,visualization,verification and illustration 
B)  Illustration,verification,documentation and intimation 
C)  Association,physical representation,documentation and visualization 
D)  Association,internalization,testimonials and imitation 
E)  Intimation,allusion,association and documentation 
A)  Documentation,visualization,verification and illustration 
B)  Illustration,verification,documentation and intimation 
C)  Association,physical representation,documentation and visualization 
D)  Association,internalization,testimonials and imitation 
E)  Intimation,allusion,association and documentation

Question 4

When Selena purchased a new refrigerator from Sears,she was told by the salesperson that the refrigerator would be delivered to her apartment on Thursday between the hours of 1:00 p.m.and 3:00 p.m.However,the refrigerator was not delivered until 4:00 p.m.on Friday.The late delivery caused Selena to be dissatisfied with Sears's delivery service.Selena's dissatisfaction with Sears' delivery service resulted from:

Accepted Answer

A)  Inadequate management of service promises 
B)  Over-promising and over-delivering 
C)  Inadequate customer education 
D)  Excessive horizontal communication 
E)  Differences in policies and procedures across distribution units 
A)  Inadequate management of service promises 
B)  Over-promising and over-delivering 
C)  Inadequate customer education 
D)  Excessive horizontal communication 
E)  Differences in policies and procedures across distribution units

Question 5

Variations in the supply and demand of services result in:

Accepted Answer

A)  Inadequate management of service promises 
B)  Over-promising in advertising and personal selling 
C)  Insufficient word-of-mouth-communication 
D)  Inadequate horizontal communication 
E)  Differences in policies and procedures across distribution units 
A)  Inadequate management of service promises 
B)  Over-promising in advertising and personal selling 
C)  Insufficient word-of-mouth-communication 
D)  Inadequate horizontal communication 
E)  Differences in policies and procedures across distribution units

Question 6

If a company's goal is to manage customer expectations,it should avoid offering service guarantees.

Accepted Answer

A) True 
 B)False

Question 7

Service providers should never encourage word-of-mouth communication.

Accepted Answer

A) True 
 B)False

Question 8

Service providers sometimes need to tell customers that services have been performed for them.To get credit for their actions,service providers need to reinforce their actions with appropriate communication about their accomplishment of the service.After which of the following services customers most likely require further information?

Accepted Answer

A)  Pet grooming 
B)  A fluoride treatment given to a child 
C)  A full-body massage 
D)  Car insurance 
E)  Gas station 
A)  Pet grooming 
B)  A fluoride treatment given to a child 
C)  A full-body massage 
D)  Car insurance 
E)  Gas station

Question 9

Rangu read in the newspaper that he could receive a free month's cable television service if he would agree to use the service for two years.The ad had no other stated restrictions and appeared to apply to the entire county in which Jackson lived.When Rangu went by the cable television office,the salesperson there told Rangu that his area of the community was not eligible for the free month offer.If he wanted cable,he had to pay $400 to have the cable service brought to his house.Rangu experienced a problem with:

Accepted Answer

A)  Under-promising and over-delivering 
B)  Marketing communications that were not integrated 
C)  A lack of interactive marketing communications 
D)  Poor vertical communications 
E)  Ignorance of the service marketing mix 
A)  Under-promising and over-delivering 
B)  Marketing communications that were not integrated 
C)  A lack of interactive marketing communications 
D)  Poor vertical communications 
E)  Ignorance of the service marketing mix

Question 10

Inadequate customer communication occurs when:

Accepted Answer

A)  The services have synchronized supply and demand 
B)  Customers are experienced users of the service 
C)  The services are low in credence qualities 
D)  The service is difficult for the customer to evaluate even after it has been delivered 
E)  The services are high priced 
A)  The services have synchronized supply and demand 
B)  Customers are experienced users of the service 
C)  The services are low in credence qualities 
D)  The service is difficult for the customer to evaluate even after it has been delivered 
E)  The services are high priced

Question 11

Vernon has a used Nordic Track he wants to sell.He has been told to take it to Play It Again Sports.The retail outlet buys used athletic equipment and resells it.Vernon took his Nordic Track to a store near his house and was given $60 for the machine.Later he learned that other Play It Again Sports stores would have paid him at least $100 for the exercise machine and as much as $120.Vernon's dissatisfaction with Play It Again Sports is the result of:

Accepted Answer

A)  Inadequate management of service promises 
B)  Over-promising in advertising and personal selling 
C)  Inadequate customer education 
D)  Inadequate management of customer perceptions 
E)  Differences in policies and procedures across distribution outlets 
A)  Inadequate management of service promises 
B)  Over-promising in advertising and personal selling 
C)  Inadequate customer education 
D)  Inadequate management of customer perceptions 
E)  Differences in policies and procedures across distribution outlets

Question 12

Just as all service providers must advertise,all need integration across departments to be able to deliver quality services.

Accepted Answer

A) True 
 B)False

Question 13

Because he has a busy practice,new patients for dentist Dr.Kirby Brown are informed that,unless there is an emergency,the first available appointment will be in three months.If they accept the appointment,they will be reminded of their appointment by a courtesy call.This first visit will take about an hour.On this visit,their teeth will be cleaned and x-rayed,their gums will be examined and the dentist will talk to them about future dental treatment needs.Dr.Brown is _____________ to manage customer expectations.

Accepted Answer

A)  Managing horizontal communications 
B)  Making realistic promises 
C)  Offering a service guarantee 
D)  Offering choices 
E)  Coordinating external communication 
A)  Managing horizontal communications 
B)  Making realistic promises 
C)  Offering a service guarantee 
D)  Offering choices 
E)  Coordinating external communication

Question 14

The reason Sophia chose to stay at a particular chain of bed & breakfast inns was because its web site promises free breakfast at any inn that did not offer a wake-up service.When Sophia stayed at one of the chain's inns,she was allowed to oversleep and missed an important sales call even though she had asked to be awakened at 7:00 AM.The inn manager told her that his hotel did not offer a wake-up service and apologized for her inconvenience.He did not offer her a free breakfast and Sophia swore never to stay at the inns again.The chain of inns needs to:

Accepted Answer

A)  Underpromise and overdeliver more services 
B)  Coordinate its external communications 
C)  Create more functional internal marketing channels 
D)  Use more centralization of service definition 
E)  Use transformational advertising 
A)  Underpromise and overdeliver more services 
B)  Coordinate its external communications 
C)  Create more functional internal marketing channels 
D)  Use more centralization of service definition 
E)  Use transformational advertising

Question 15

Cable TV companies that offer subscribers different programming packages are:

Accepted Answer

A)  Outsourcing 
B)  Creating tiered-value service offerings 
C)  Communicating with customers 
D)  Managing horizontal communications 
E)  Exceeding customer expectations 
A)  Outsourcing 
B)  Creating tiered-value service offerings 
C)  Communicating with customers 
D)  Managing horizontal communications 
E)  Exceeding customer expectations

Question 16

Emory Vision Center has a packet of information that it sends to people who are interested in LASIK surgery.The center also has a doctor available to speak to organizations about how vision can be corrected.In addition,it publishes a newsletter called The Visionary in which it offers family discounts,clarifies patient expectations and notes awards and honors the center receives.The center also manages a web site that contains news on the latest innovative research techniques.Through its communications with current and potential patients,Emory Vision Center is:

Accepted Answer

A)  Managing internal marketing communications 
B)  Resetting customer stamdards 
C)  Managing customer education 
D)  Leveraging social media 
E)  Creating effective upward communication 
A)  Managing internal marketing communications 
B)  Resetting customer stamdards 
C)  Managing customer education 
D)  Leveraging social media 
E)  Creating effective upward communication

Question 17

Which of the following statements about the Banwari Mittal's properties of intangibility is true?

Accepted Answer

A)  Services such as dental care have less nonsearchability than babysitting 
B)  An ATM is high in incorporeal existence 
C)  Service benefits such as fun and excitement are concrete terms 
D)  Services like doctors,amusement parks and health clubs are typically described in specific terms 
E)  Services such as an MRI or a cat scan have a high level of mental impalpability 
A)  Services such as dental care have less nonsearchability than babysitting 
B)  An ATM is high in incorporeal existence 
C)  Service benefits such as fun and excitement are concrete terms 
D)  Services like doctors,amusement parks and health clubs are typically described in specific terms 
E)  Services such as an MRI or a cat scan have a high level of mental impalpability

Question 18

Cookies is a retail store where customers host parties for guests to bake and decorate cookies.The store offers customers their money back if the party experience is boring.Cookie's is:

Accepted Answer

A)  Creating tiered-value offerings to improve customer education 
B)  Preparing customers for the service process through customer education 
C)  Offering a service guarantee to manage customer expectations 
D)  Featuring the servicescape as a tool for integrating its marketing communications 
E)  Confirming that performance equals performance standards to manage customer expectations 
A)  Creating tiered-value offerings to improve customer education 
B)  Preparing customers for the service process through customer education 
C)  Offering a service guarantee to manage customer expectations 
D)  Featuring the servicescape as a tool for integrating its marketing communications 
E)  Confirming that performance equals performance standards to manage customer expectations

Question 19

An insurance company that used advertising showing satisfied customers thanking the company for their prompt payment after a flood would be addressing service intangibility.

Accepted Answer

A) True 
 B)False

Question 20

Many companies find themselves in the position of having to manage expectations downward.

Accepted Answer

A) True 
 B)False

Which of the following is NOT one of the properties of intangibility that has been identified by the research of Banwari Mittal?

The four strategies of tangibilization proposed by researchers Leonard Berry and Terry Clark are:

Variations in the supply and demand of services result in:

If a company's goal is to manage customer expectations,it should avoid offering service guarantees.

Service providers should never encourage word-of-mouth communication.

Inadequate customer communication occurs when:

Just as all service providers must advertise,all need integration across departments to be able to deliver quality services.

Cable TV companies that offer subscribers different programming packages are:

Which of the following statements about the Banwari Mittal's properties of intangibility is true?

Cookies is a retail store where customers host parties for guests to bake and decorate cookies.The store offers customers their money back if the party experience is boring.Cookie's is:

An insurance company that used advertising showing satisfied customers thanking the company for their prompt payment after a flood would be addressing service intangibility.

Many companies find themselves in the position of having to manage expectations downward.

Introduction to Services

Conceptual Framework of the Book: the Gaps Model of Service Quality

Customer Expectations of Service

Customer Perceptions of Service

Listening to Customers Through Research

Building Customer Relationships

Service Recovery

Service Innovation and Design

Customer-Defined Service Standards

Physical Evidence and the Servicescape

Employees Roles in Service

Customers Roles in Service

Managing Demand and Capacity

Pricing of Services

The Financial and Economic Impact of Service

Filters

Exam 14: Integrated Service Marketing Communications

Which of the following is NOT one of the properties of intangibility that has been identified by the research of Banwari Mittal?

The four strategies of tangibilization proposed by researchers Leonard Berry and Terry Clark are:

Variations in the supply and demand of services result in:

If a company's goal is to manage customer expectations,it should avoid offering service guarantees.

Service providers should never encourage word-of-mouth communication.

Inadequate customer communication occurs when:

Just as all service providers must advertise,all need integration across departments to be able to deliver quality services.

Cable TV companies that offer subscribers different programming packages are:

Which of the following statements about the Banwari Mittal's properties of intangibility is true?

Cookies is a retail store where customers host parties for guests to bake and decorate cookies.The store offers customers their money back if the party experience is boring.Cookie's is:

An insurance company that used advertising showing satisfied customers thanking the company for their prompt payment after a flood would be addressing service intangibility.

Many companies find themselves in the position of having to manage expectations downward.

Introduction to Services

Conceptual Framework of the Book: the Gaps Model of Service Quality

Customer Expectations of Service

Customer Perceptions of Service

Listening to Customers Through Research

Building Customer Relationships

Service Recovery

Service Innovation and Design

Customer-Defined Service Standards

Physical Evidence and the Servicescape

Employees Roles in Service

Customers Roles in Service

Managing Demand and Capacity

Pricing of Services

The Financial and Economic Impact of Service

Filters