Question 1

A nonprofit organization may pay taxes if

Accepted Answer

A)  excess revenues exceed 20 percent of the budget. 
B)  the organization is not considered to be a religious institution. 
C)  revenue is received from overseas subsidiaries. 
D)  revenue-generating holdings are not directly related to the organization's core mission. 
E)  money is spent on research and development, then it is taxed at a significantly lower rate. 
A)  excess revenues exceed 20 percent of the budget. 
B)  the organization is not considered to be a religious institution. 
C)  revenue is received from overseas subsidiaries. 
D)  revenue-generating holdings are not directly related to the organization's core mission. 
E)  money is spent on research and development, then it is taxed at a significantly lower rate.

Question 2

Which of these statements regarding service branding is most accurate?

Accepted Answer

A)  Unlike products, services do not use subbranding. 
B)  Service providers must include the word service in their brand names to assure that customers are not purchasing a tangible product. 
C)  Service firms with a well-established brand reputation will find it easier to introduce new services than those without a brand reputation. 
D)  Many consumers are suspicious of service providers that offer too many service line extensions. 
E)  Many service organizations, such as banks, hotels, and restaurants, do not rely heavily on branding because of the extent to which they are people-, not equipment-based services. 
A)  Unlike products, services do not use subbranding. 
B)  Service providers must include the word service in their brand names to assure that customers are not purchasing a tangible product. 
C)  Service firms with a well-established brand reputation will find it easier to introduce new services than those without a brand reputation. 
D)  Many consumers are suspicious of service providers that offer too many service line extensions. 
E)  Many service organizations, such as banks, hotels, and restaurants, do not rely heavily on branding because of the extent to which they are people-, not equipment-based services.

Question 3

The dimension of service quality called ________ is the ability to perform the promised service dependably and accurately.

Accepted Answer

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

Question 4

A version of a customer contact audit that includes all employee actions and acknowledges that services are designed to be "experiences" is referred to as

Accepted Answer

A)  a service continuum. 
B)  gap analysis. 
C)  a service blueprint. 
D)  an experience economy. 
E)  a service audit. 
A)  a service continuum. 
B)  gap analysis. 
C)  a service blueprint. 
D)  an experience economy. 
E)  a service audit.

Question 5

Amanda needs to have her car repaired. When she visits the shop she is considering, she notices the AAA seal of approval in the front window. The shop is also clean and organized, and the mechanics are dressed in tidy uniforms. Amanda notes these as part of her assessment of which service quality dimension?

Accepted Answer

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

Question 6

Services provided by specialized professionals, such as medical diagnoses and legal services, have certain properties or characteristics that the consumer may find impossible to evaluate even after their purchase or consumption. These are ________ properties.

Accepted Answer

A)  customer contact 
B)  credence 
C)  capacity 
D)  contract 
E)  relationship 
A)  customer contact 
B)  credence 
C)  capacity 
D)  contract 
E)  relationship

Question 7

All of these comprise the seven Ps of services marketing except which?

Accepted Answer

A)  product 
B)  process 
C)  profitability 
D)  people 
E)  physical environment 
A)  product 
B)  process 
C)  profitability 
D)  people 
E)  physical environment

Question 8

What is internal marketing? Why is it important in services marketing?

Accepted Answer

Internal marketing is based on the notio

Question 9

Figure 12-5
-According to Figure 12-5 above, purchases labeled A would most likely be evaluated on ________ properties.

Accepted Answer

A)  value 
B)  search 
C)  credence 
D)  experience 
E)  quality 
A)  value 
B)  search 
C)  credence 
D)  experience 
E)  quality

Question 10

The appearance of the environment in which the service is delivered and where the firm and customer interact can influence the customer's ________ of the service.

Accepted Answer

A)  creation 
B)  branding 
C)  exploitation 
D)  life cycle 
E)  perception 
A)  creation 
B)  branding 
C)  exploitation 
D)  life cycle 
E)  perception

Question 11

List and define the five dimensions of service quality described in the text.

Accepted Answer

According to Figure 12-6, the dimensions

Question 12

Shawn had a craving for sushi so he searched Yelp for the name of a restaurant in his vicinity that serves this type of food. When he arrived at his destination, he was impressed with the menu posted outside the door and decided to go in. He was greeted with a smile by a hostess and then immediately seated at a well-appointed table where he was given a warm cloth for his hands. The food was beautifully presented, the rice was the perfect texture and temperature, and the fish was fresh and delicious. Halfway through the meal, he excused himself to go to the restroom. It was clean but the paper towel dispenser was empty. He returned to his table, finished his meal, and paid his check. The hostess said good-bye and asked him to return. The first point in his customer contact audit was

Accepted Answer

A)  searching Yelp. 
B)  reading the menu on the door. 
C)  being greeted by the hostess. 
D)  being seated at his table. 
E)  receiving his meal. 
A)  searching Yelp. 
B)  reading the menu on the door. 
C)  being greeted by the hostess. 
D)  being seated at his table. 
E)  receiving his meal.

Question 13

What do an online travel agency, a limousine service, and a music streaming service have in common?

Accepted Answer

A)  They are all strictly tangible services. 
B)  They are all people-based services. 
C)  None of them has a problem with idle production capacity. 
D)  They are all equipment-based services. 
E)  They all require skilled operators. 
A)  They are all strictly tangible services. 
B)  They are all people-based services. 
C)  None of them has a problem with idle production capacity. 
D)  They are all equipment-based services. 
E)  They all require skilled operators.

Question 14

The dimension of service quality called ________ is willingness to help customers and provide prompt service.

Accepted Answer

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

Question 15

For Merrill Lynch, it is possible to minimize ________ by having its financial advisors compensated through commissions.

Accepted Answer

A)  shrinkage 
B)  seasonal absenteeism 
C)  economic recessions 
D)  derived demand 
E)  inventory carrying costs 
A)  shrinkage 
B)  seasonal absenteeism 
C)  economic recessions 
D)  derived demand 
E)  inventory carrying costs

A nonprofit organization may pay taxes if

Which of these statements regarding service branding is most accurate?

The dimension of service quality called ________ is the ability to perform the promised service dependably and accurately.

A version of a customer contact audit that includes all employee actions and acknowledges that services are designed to be "experiences" is referred to as

Services provided by specialized professionals, such as medical diagnoses and legal services, have certain properties or characteristics that the consumer may find impossible to evaluate even after their purchase or consumption. These are ________ properties.

All of these comprise the seven Ps of services marketing except which?

What is internal marketing? Why is it important in services marketing?

Figure 12-5 -According to Figure 12-5 above, purchases labeled A would most likely be evaluated on ________ properties.

The appearance of the environment in which the service is delivered and where the firm and customer interact can influence the customer's ________ of the service.

List and define the five dimensions of service quality described in the text.

What do an online travel agency, a limousine service, and a music streaming service have in common?

The dimension of service quality called ________ is willingness to help customers and provide prompt service.

For Merrill Lynch, it is possible to minimize ________ by having its financial advisors compensated through commissions.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: the Strategic Marketing Proces

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters

Exam 12: Services Marketing

A nonprofit organization may pay taxes if

Which of these statements regarding service branding is most accurate?

The dimension of service quality called ________ is the ability to perform the promised service dependably and accurately.

A version of a customer contact audit that includes all employee actions and acknowledges that services are designed to be "experiences" is referred to as

Services provided by specialized professionals, such as medical diagnoses and legal services, have certain properties or characteristics that the consumer may find impossible to evaluate even after their purchase or consumption. These are ________ properties.

All of these comprise the seven Ps of services marketing except which?

What is internal marketing? Why is it important in services marketing?

Figure 12-5 -According to Figure 12-5 above, purchases labeled A would most likely be evaluated on ________ properties.

The appearance of the environment in which the service is delivered and where the firm and customer interact can influence the customer's ________ of the service.

List and define the five dimensions of service quality described in the text.

What do an online travel agency, a limousine service, and a music streaming service have in common?

The dimension of service quality called ________ is willingness to help customers and provide prompt service.

For Merrill Lynch, it is possible to minimize ________ by having its financial advisors compensated through commissions.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: the Strategic Marketing Proces

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters