Question 1

Services performed by surgeons or lawyers are primarily evaluated on ________ properties.

Accepted Answer

A)  search 
B)  form 
C)  indirect 
D)  credence 
E)  experience 
A)  search 
B)  form 
C)  indirect 
D)  credence 
E)  experience

Question 2

Figure 12-6
-According to Figure 12-6 above, Box C represents which dimension of service quality?

Accepted Answer

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

Question 3

Services often depend on the people who provide them. As a result, their quality varies with each person's capabilities and day-to-day job performance. This element of services is referred to as

Accepted Answer

A)  incongruity. 
B)  differentiation. 
C)  variation. 
D)  inconsistency. 
E)  intangibility. 
A)  incongruity. 
B)  differentiation. 
C)  variation. 
D)  inconsistency. 
E)  intangibility.

Question 4

Alesia has a backache due to overexertion. She believes a massage would loosen her back muscles and make her feel better. She is concerned because a massage, unlike a pair of shoes, cannot be felt before she buys it. Alesia realizes massages have ________ properties.

Accepted Answer

A)  search 
B)  form 
C)  experience 
D)  credence 
E)  performance 
A)  search 
B)  form 
C)  experience 
D)  credence 
E)  performance

Question 5

Unlike tangible goods, many services depend on ________, one of the seven Ps of services, for the creation and delivery of the customer service experience.

Accepted Answer

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

Question 6

According to the service continuum, which of these offerings has an equal balance of tangible and intangible attributes?

Accepted Answer

A)  tailored suit 
B)  tutoring service 
C)  dog food 
D)  fast-food restaurant 
E)  movie theater 
A)  tailored suit 
B)  tutoring service 
C)  dog food 
D)  fast-food restaurant 
E)  movie theater

Question 7

Where would potatoes, a photographic studio, and a psychologist fit into the service continuum?

Accepted Answer

The service continuum refers to the rang

Question 8

As a dimension of service quality, the caring, individualized attention provided to customers as a dimension of service quality is referred to as

Accepted Answer

A)  reliability. 
B)  responsiveness. 
C)  competence. 
D)  assurance. 
E)  empathy. 
A)  reliability. 
B)  responsiveness. 
C)  competence. 
D)  assurance. 
E)  empathy.

Question 9

The categories for people-based services include

Accepted Answer

A)  volunteers, skilled operators, and professionals. 
B)  unskilled labor, skilled labor, and professionals. 
C)  unskilled operators, unskilled labor, and skilled labor. 
D)  automated, skilled operators, and unskilled labor. 
E)  automated, skilled operators, and professionals. 
A)  volunteers, skilled operators, and professionals. 
B)  unskilled labor, skilled labor, and professionals. 
C)  unskilled operators, unskilled labor, and skilled labor. 
D)  automated, skilled operators, and unskilled labor. 
E)  automated, skilled operators, and professionals.

Question 10

The LA Galaxy's primary target market or "hard-core fans" is

Accepted Answer

A)  18- to 34-year-old women. 
B)  Hispanics. 
C)  all sports fans. 
D)  18- to 34-year-old men. 
E)  Generation Z. 
A)  18- to 34-year-old women. 
B)  Hispanics. 
C)  all sports fans. 
D)  18- to 34-year-old men. 
E)  Generation Z.

Question 11

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

Accepted Answer

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

Question 12

Services can be classified according to whether the provider

Accepted Answer

A)  is national or global. 
B)  uses independent contractors or not. 
C)  is privately owned or publicly owned. 
D)  is owned by individuals or corporations. 
E)  is a for-profit or nonprofit organization or a government agency. 
A)  is national or global. 
B)  uses independent contractors or not. 
C)  is privately owned or publicly owned. 
D)  is owned by individuals or corporations. 
E)  is a for-profit or nonprofit organization or a government agency.

Question 13

The FedEx brand name suggests that its service is credible and fast. This perception is important because of which unique characteristic of services?

Accepted Answer

A)  inventory costs 
B)  inseparability 
C)  inconsistency 
D)  invisibility 
E)  intangibility 
A)  inventory costs 
B)  inseparability 
C)  inconsistency 
D)  invisibility 
E)  intangibility

Question 14

Many of the changes in the services industry in the future will be driven by which of these factors?

Accepted Answer

A)  reverse marketing 
B)  global development 
C)  global service branding 
D)  sustainability 
E)  ethnocentricity 
A)  reverse marketing 
B)  global development 
C)  global service branding 
D)  sustainability 
E)  ethnocentricity

Question 15

All of these are true about the price element of services except which?

Accepted Answer

A)  Price can be referred to in a variety of terms. 
B)  Price can affect consumer perceptions of the service. 
C)  Price can be kept consistent through the use of off-peak pricing. 
D)  Price can be used in capacity management. 
E)  Price can be used in services to imply a higher quality. 
A)  Price can be referred to in a variety of terms. 
B)  Price can affect consumer perceptions of the service. 
C)  Price can be kept consistent through the use of off-peak pricing. 
D)  Price can be used in capacity management. 
E)  Price can be used in services to imply a higher quality.

Question 16

According to the service continuum, which of these offerings has the highest level of intangibility?

Accepted Answer

A)  tailored suit 
B)  advertising agency 
C)  tutoring service 
D)  fast-food restaurant 
E)  salt 
A)  tailored suit 
B)  advertising agency 
C)  tutoring service 
D)  fast-food restaurant 
E)  salt

Question 17

Services such as restaurants and child care are evaluated on ________ properties.

Accepted Answer

A)  search 
B)  form 
C)  experience 
D)  credence 
E)  performance 
A)  search 
B)  form 
C)  experience 
D)  credence 
E)  performance

Question 18

Tuition, charges, fares, fees, and rates are all terms

Accepted Answer

A)  given to the tangible portion of the price of a service. 
B)  that are interchangeable when identifying the price of a service. 
C)  given to the intangible portion of the price of a service. 
D)  given to describe the price of services. 
E)  used in services to imply a higher quality product than the terms cost or price. 
A)  given to the tangible portion of the price of a service. 
B)  that are interchangeable when identifying the price of a service. 
C)  given to the intangible portion of the price of a service. 
D)  given to describe the price of services. 
E)  used in services to imply a higher quality product than the terms cost or price.

Question 19

With respect to social marketing, nonprofit organizations should do all of these except which?

Accepted Answer

A)  use social media that allow the use of digital photos, video, and gaming skills 
B)  allow people to feel like they are doing something 
C)  restrict the sharing of information, such as allowing people to share personal stories, due to privacy concerns 
D)  have metrics to assess the effectiveness of its social media activities 
E)  understand what motivates people to take up causes 
A)  use social media that allow the use of digital photos, video, and gaming skills 
B)  allow people to feel like they are doing something 
C)  restrict the sharing of information, such as allowing people to share personal stories, due to privacy concerns 
D)  have metrics to assess the effectiveness of its social media activities 
E)  understand what motivates people to take up causes

Question 20

Which of these is the best example of a people-based service?

Accepted Answer

A)  movie theaters 
B)  airlines 
C)  catering 
D)  vending machines 
E)  taxis 
A)  movie theaters 
B)  airlines 
C)  catering 
D)  vending machines 
E)  taxis

Exam 12: Services Marketing

Services performed by surgeons or lawyers are primarily evaluated on ________ properties.

Figure 12-6 -According to Figure 12-6 above, Box C represents which dimension of service quality?

Services often depend on the people who provide them. As a result, their quality varies with each person's capabilities and day-to-day job performance. This element of services is referred to as

Alesia has a backache due to overexertion. She believes a massage would loosen her back muscles and make her feel better. She is concerned because a massage, unlike a pair of shoes, cannot be felt before she buys it. Alesia realizes massages have ________ properties.

Unlike tangible goods, many services depend on ________, one of the seven Ps of services, for the creation and delivery of the customer service experience.

According to the service continuum, which of these offerings has an equal balance of tangible and intangible attributes?

Where would potatoes, a photographic studio, and a psychologist fit into the service continuum?

As a dimension of service quality, the caring, individualized attention provided to customers as a dimension of service quality is referred to as

The categories for people-based services include

The LA Galaxy's primary target market or "hard-core fans" is

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

Services can be classified according to whether the provider

The FedEx brand name suggests that its service is credible and fast. This perception is important because of which unique characteristic of services?

Many of the changes in the services industry in the future will be driven by which of these factors?

All of these are true about the price element of services except which?

According to the service continuum, which of these offerings has the highest level of intangibility?

Services such as restaurants and child care are evaluated on ________ properties.

Tuition, charges, fares, fees, and rates are all terms

With respect to social marketing, nonprofit organizations should do all of these except which?

Which of these is the best example of a people-based service?

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

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