Question 1

While there are the four Ps of marketing, there are the ________ Ps of services marketing.

Accepted Answer

A)  three 
B)  five 
C)  six 
D)  seven 
E)  eight 
A)  three 
B)  five 
C)  six 
D)  seven 
E)  eight

Question 2

The range of offerings from the tangible to the intangible, or product-dominant to service-dominant, is referred to as the

Accepted Answer

A)  service continuum. 
B)  product continuum. 
C)  tangibility line. 
D)  inseparability span. 
E)  customer contact audit. 
A)  service continuum. 
B)  product continuum. 
C)  tangibility line. 
D)  inseparability span. 
E)  customer contact audit.

Question 3

In the seven Ps of services marketing, process is

Accepted Answer

A)  the patented steps of service encounters that distinguish one service provider from another. 
B)  the licensed procedures that have met ISO 9000 guidelines for safety. 
C)  the procedures, mechanisms, and flow of activities by which the service is created and delivered. 
D)  a protocol for behaviors and activities for people-based rather than technology-based services. 
E)  the decisions consumers' make during the purchase of services. 
A)  the patented steps of service encounters that distinguish one service provider from another. 
B)  the licensed procedures that have met ISO 9000 guidelines for safety. 
C)  the procedures, mechanisms, and flow of activities by which the service is created and delivered. 
D)  a protocol for behaviors and activities for people-based rather than technology-based services. 
E)  the decisions consumers' make during the purchase of services.

Question 4

Airlines use load factor as a ________ measure on their marketing dashboards.

Accepted Answer

A)  productivity 
B)  price differentiation 
C)  tangibility 
D)  capacity management 
E)  profitability 
A)  productivity 
B)  price differentiation 
C)  tangibility 
D)  capacity management 
E)  profitability

Question 5

A flowchart of the points of interaction between consumer and service provider is referred to as

Accepted Answer

A)  a service continuum. 
B)  gap analysis. 
C)  a customer contact audit. 
D)  a customer contact continuum. 
E)  a service audit. 
A)  a service continuum. 
B)  gap analysis. 
C)  a customer contact audit. 
D)  a customer contact continuum. 
E)  a service audit.

Question 6

A publicity tool frequently used by nonprofit services, which uses free space or time donated by the media, is referred to as

Accepted Answer

A)  a promotion. 
B)  an advertisement. 
C)  a press release. 
D)  a cooperative advertisement. 
E)  a public service announcement. 
A)  a promotion. 
B)  an advertisement. 
C)  a press release. 
D)  a cooperative advertisement. 
E)  a public service announcement.

Question 7

When banks are closed, they can offer value to their customers through automatic teller machines (ATMs). This self-service technology also comes with a downside since the ATMs are perceived as being less

Accepted Answer

A)  convenient. 
B)  reliable. 
C)  personal. 
D)  safe. 
E)  accurate. 
A)  convenient. 
B)  reliable. 
C)  personal. 
D)  safe. 
E)  accurate.

Question 8

Figure 12-4
-Consider Figure 12-4 above. Services can be classified by their method of delivery. Box B represents

Accepted Answer

A)  government-delivered services. 
B)  people-delivered services. 
C)  fee-delivered services. 
D)  equipment-delivered services. 
E)  nonprofit-delivered services. 
A)  government-delivered services. 
B)  people-delivered services. 
C)  fee-delivered services. 
D)  equipment-delivered services. 
E)  nonprofit-delivered services.

Question 9

What aspect of the product/service element of the marketing mix warrants special attention by service marketers?

Accepted Answer

Branding-since services are intangible,

Question 10

Although many people love the self-service technology that allows Redbox to provide DVDs 24 hours a day, seven days a week, many people also want personal interaction and recommendations from other people. Redbox confronted this issue by creating "Redblog," where customers could share their opinions, feelings, and experiences. This is an example of managing the

Accepted Answer

A)  inventory aspects of services. 
B)  inseparability aspects of services. 
C)  inconsistency aspects of services. 
D)  intangibility aspects of services. 
E)  impressionability aspects of services. 
A)  inventory aspects of services. 
B)  inseparability aspects of services. 
C)  inconsistency aspects of services. 
D)  intangibility aspects of services. 
E)  impressionability aspects of services.

Question 11

Three categories for equipment-based services are

Accepted Answer

A)  unskilled labor, those operated by relatively unskilled operators, and self-serve. 
B)  professionals, those operated by relatively unskilled operators, and automated. 
C)  automated (self-serve), those operated by relatively unskilled operators, and those operated by skilled operators. 
D)  unskilled labor, skilled labor, and professionals. 
E)  those operated by skilled operators, unskilled labor, and professionals. 
A)  unskilled labor, those operated by relatively unskilled operators, and self-serve. 
B)  professionals, those operated by relatively unskilled operators, and automated. 
C)  automated (self-serve), those operated by relatively unskilled operators, and those operated by skilled operators. 
D)  unskilled labor, skilled labor, and professionals. 
E)  those operated by skilled operators, unskilled labor, and professionals.

Question 12

According to the service continuum, what are offerings such as theaters, nursing, and air travel?

Accepted Answer

A)  product-dominated offerings 
B)  people-dominated offerings 
C)  service-dominated offerings 
D)  equipment-dominated offerings 
E)  idea-dominated offerings 
A)  product-dominated offerings 
B)  people-dominated offerings 
C)  service-dominated offerings 
D)  equipment-dominated offerings 
E)  idea-dominated offerings

Question 13

Experts suggest that the customer experience with a service should be all of these except which?

Accepted Answer

A)  consistent 
B)  undifferentiated 
C)  valuable 
D)  intentional 
E)  relevant 
A)  consistent 
B)  undifferentiated 
C)  valuable 
D)  intentional 
E)  relevant

Question 14

Which of these statements regarding service branding is most accurate?

Accepted Answer

A)  New services cannot be patented. 
B)  Because services are intangible and more difficult to describe, brand names and logos are of critical importance. 
C)  Service providers must include the word service in all their brand names. 
D)  Service firms without a brand reputation find it easy to introduce new services. 
E)  All service logos and brands must be designated with the "SM" symbol. 
A)  New services cannot be patented. 
B)  Because services are intangible and more difficult to describe, brand names and logos are of critical importance. 
C)  Service providers must include the word service in all their brand names. 
D)  Service firms without a brand reputation find it easy to introduce new services. 
E)  All service logos and brands must be designated with the "SM" symbol.

Question 15

Outward Bound uses marketing to help achieve its goals. As a service, it can be classified as

Accepted Answer

A)  a nonprofit organization. 
B)  a for-profit organization. 
C)  equipment-based. 
D)  a business firm. 
E)  a governmental agency. 
A)  a nonprofit organization. 
B)  a for-profit organization. 
C)  equipment-based. 
D)  a business firm. 
E)  a governmental agency.

Question 16

The dimension of service quality called ________ is knowledge and courtesy of employees and their ability to convey trust and confidence.

Accepted Answer

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

Question 17

Many service businesses use off-peak pricing to manage variations in

Accepted Answer

A)  costs of delivering service. 
B)  supply for a service. 
C)  profitability based on time of day or week. 
D)  demand for a service. 
E)  capacity. 
A)  costs of delivering service. 
B)  supply for a service. 
C)  profitability based on time of day or week. 
D)  demand for a service. 
E)  capacity.

Question 18

A customer contact audit refers to

Accepted Answer

A)  the initial contact between a service provider and the ultimate consumer. 
B)  a flowchart of the points of interaction between a consumer and a service provider. 
C)  a method of consumer evaluation of service quality and consistency. 
D)  an estimation of demand based on service forecasting techniques. 
E)  a systematic assessment of a service provider's objectives, strategies, and performance in terms of social responsibility. 
A)  the initial contact between a service provider and the ultimate consumer. 
B)  a flowchart of the points of interaction between a consumer and a service provider. 
C)  a method of consumer evaluation of service quality and consistency. 
D)  an estimation of demand based on service forecasting techniques. 
E)  a systematic assessment of a service provider's objectives, strategies, and performance in terms of social responsibility.

Question 19

What is a customer contact audit? Outline the contact audit for a typical visit to your dentist.

Accepted Answer

A customer contact audit is a flowchart

Question 20

The process of managing the entire customer experience with the company is referred to as

Accepted Answer

A)  services marketing. 
B)  internal marketing. 
C)  customer experience management. 
D)  relationship marketing. 
E)  gap analysis. 
A)  services marketing. 
B)  internal marketing. 
C)  customer experience management. 
D)  relationship marketing. 
E)  gap analysis.

Exam 12: Services Marketing

While there are the four Ps of marketing, there are the ________ Ps of services marketing.

The range of offerings from the tangible to the intangible, or product-dominant to service-dominant, is referred to as the

In the seven Ps of services marketing, process is

Airlines use load factor as a ________ measure on their marketing dashboards.

A flowchart of the points of interaction between consumer and service provider is referred to as

A publicity tool frequently used by nonprofit services, which uses free space or time donated by the media, is referred to as

When banks are closed, they can offer value to their customers through automatic teller machines (ATMs). This self-service technology also comes with a downside since the ATMs are perceived as being less

Figure 12-4 -Consider Figure 12-4 above. Services can be classified by their method of delivery. Box B represents

What aspect of the product/service element of the marketing mix warrants special attention by service marketers?

Three categories for equipment-based services are

According to the service continuum, what are offerings such as theaters, nursing, and air travel?

Experts suggest that the customer experience with a service should be all of these except which?

Which of these statements regarding service branding is most accurate?

Outward Bound uses marketing to help achieve its goals. As a service, it can be classified as

The dimension of service quality called ________ is knowledge and courtesy of employees and their ability to convey trust and confidence.

Many service businesses use off-peak pricing to manage variations in

A customer contact audit refers to

What is a customer contact audit? Outline the contact audit for a typical visit to your dentist.

The process of managing the entire customer experience with the company is referred to as

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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