Question 1

Research indicates that consumers search for much more information when trying to evaluate services with which properties?

Accepted Answer

A)  search 
B)  tangible 
C)  assurance 
D)  experience 
E)  credence 
A)  search 
B)  tangible 
C)  assurance 
D)  experience 
E)  credence

Question 2

The Susan G. Komen organization has used ________, in addition to its familiar walks and races, to raise more than $2 billion for breast cancer research and community outreach.

Accepted Answer

A)  social marketing 
B)  private donations 
C)  sales promotion campaigns 
D)  green marketing programs 
E)  sharing of resources 
A)  social marketing 
B)  private donations 
C)  sales promotion campaigns 
D)  green marketing programs 
E)  sharing of resources

Question 3

What do a security guard, a plumber, and a management consultant have in common?

Accepted Answer

A)  They are all tangible services. 
B)  They do not have problems with idle production capacity. 
C)  They are all equipment-based services. 
D)  They are all people-based services. 
E)  They never use off-peak pricing. 
A)  They are all tangible services. 
B)  They do not have problems with idle production capacity. 
C)  They are all equipment-based services. 
D)  They are all people-based services. 
E)  They never use off-peak pricing.

Question 4

If you find that the staff who work in your college's career center gave you poor advice or otherwise did not provide sufficient help in finding you employment after graduation, you may be dissatisfied with your entire college experience. This is an example of which issue associated with services?

Accepted Answer

A)  intangibility 
B)  impressionability 
C)  incongruity 
D)  inseparability 
E)  inflexibility 
A)  intangibility 
B)  impressionability 
C)  incongruity 
D)  inseparability 
E)  inflexibility

Question 5

In the seven Ps of services marketing, process involves not only what is created but also

Accepted Answer

A)  if it is created. 
B)  how it is created. 
C)  when it is created. 
D)  for whom it is created. 
E)  why it is created. 
A)  if it is created. 
B)  how it is created. 
C)  when it is created. 
D)  for whom it is created. 
E)  why it is created.

Question 6

Services are now a larger part of the U.S. gross domestic product (GDP) than goods. The growth of the service sector is the result of

Accepted Answer

A)  changes in the service mix and the decline in goods production. 
B)  goods representing a larger part of the gross domestic product than services. 
C)  changes in the way service consumers make purchase decisions and the ways in which the marketing mix is used for services. 
D)  increased demand for services that have been available in the past and the increasing interest in new services. 
E)  the imbalance between exported merchandise and commercial services. 
A)  changes in the service mix and the decline in goods production. 
B)  goods representing a larger part of the gross domestic product than services. 
C)  changes in the way service consumers make purchase decisions and the ways in which the marketing mix is used for services. 
D)  increased demand for services that have been available in the past and the increasing interest in new services. 
E)  the imbalance between exported merchandise and commercial services.

Question 7

The intangibility element of a service refers to the fact that it

Accepted Answer

A)  has value that can only be determined by using subjective criteria. 
B)  can't be held, seen, or touched before the purchase decision. 
C)  requires the ability to provide the service even in times of no demand. 
D)  can maintain or accumulate good will with customers. 
E)  can be objectively evaluated. 
A)  has value that can only be determined by using subjective criteria. 
B)  can't be held, seen, or touched before the purchase decision. 
C)  requires the ability to provide the service even in times of no demand. 
D)  can maintain or accumulate good will with customers. 
E)  can be objectively evaluated.

Question 8

Andrea Arenas is the owner of 2 Places at 1 Time, a concierge company. She and her staff of 60 perform everyday services, such as walking the dog, picking up cleaning, waiting for the repairman, and going to the post office, for people who are too busy to perform these simple tasks. One way she tries to avoid ________ of services for her regular customers is to make sure that the same well-trained person is always assigned to work for the same client.

Accepted Answer

A)  inseparability 
B)  inconsistency 
C)  incongruity 
D)  inflexibility 
E)  intangibility 
A)  inseparability 
B)  inconsistency 
C)  incongruity 
D)  inflexibility 
E)  intangibility

Question 9

Intangible items such as airline trips, financial advice, or telephone calls that an organization provides to consumers are referred to as

Accepted Answer

A)  production goods. 
B)  support products. 
C)  services. 
D)  goods. 
E)  benefits. 
A)  production goods. 
B)  support products. 
C)  services. 
D)  goods. 
E)  benefits.

Question 10

Which of the following statements about services is most accurate?

Accepted Answer

A)  Although a major contributor to the GDP nationally, services play only a minor role in GDP on a global scale. 
B)  Whether tangible or intangible, the marketing of services is exactly the same as the marketing of products or ideas since they both satisfy customer needs. 
C)  Almost 35 percent of all jobs created in the United States are in the services sector. 
D)  In the United States, the proportion of the U.S. gross domestic product (GDP) coming from services now exceeds that from goods. 
E)  There is much more in common with the marketing of services and business products than there is between the marketing of services and consumer products. 
A)  Although a major contributor to the GDP nationally, services play only a minor role in GDP on a global scale. 
B)  Whether tangible or intangible, the marketing of services is exactly the same as the marketing of products or ideas since they both satisfy customer needs. 
C)  Almost 35 percent of all jobs created in the United States are in the services sector. 
D)  In the United States, the proportion of the U.S. gross domestic product (GDP) coming from services now exceeds that from goods. 
E)  There is much more in common with the marketing of services and business products than there is between the marketing of services and consumer products.

Question 11

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

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

Accepted Answer

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

Question 13

Many restaurants ask consumers to evaluate their experience on a short questionnaire when they pay their bill. This assessment of consumer expectations compared with the actual visit is called a

Accepted Answer

A)  service encounter survey. 
B)  customer profile analysis. 
C)  gap analysis. 
D)  customer contact audit. 
E)  service audit. 
A)  service encounter survey. 
B)  customer profile analysis. 
C)  gap analysis. 
D)  customer contact audit. 
E)  service audit.

Question 14

Tangible products have ________ properties, such as color, size, and style, which can be determined before purchase.

Accepted Answer

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

Question 15

Inseparability in services means consumers

Accepted Answer

A)  see little variation from one service provider in an industry to another. 
B)  are unable to differentiate price from quality. 
C)  cannot evaluate a service until it is being or has been used. 
D)  cannot separate the service itself from the deliverer of the service. 
E)  cannot separate themselves from the deliverer of the service. 
A)  see little variation from one service provider in an industry to another. 
B)  are unable to differentiate price from quality. 
C)  cannot evaluate a service until it is being or has been used. 
D)  cannot separate the service itself from the deliverer of the service. 
E)  cannot separate themselves from the deliverer of the service.

Question 16

There are five key dimensions of service quality:

Accepted Answer

A)  reliability, responsiveness, competence, courtesy, and empathy. 
B)  knowledge, responsiveness, respect, diligence, and honesty. 
C)  honesty, respect, empathy, reliability, and diligence. 
D)  reliability, competence, alacrity, fairness, and product knowledge. 
E)  reliability, tangibility, responsiveness, assurance, and empathy. 
A)  reliability, responsiveness, competence, courtesy, and empathy. 
B)  knowledge, responsiveness, respect, diligence, and honesty. 
C)  honesty, respect, empathy, reliability, and diligence. 
D)  reliability, competence, alacrity, fairness, and product knowledge. 
E)  reliability, tangibility, responsiveness, assurance, and empathy.

Question 17

Compared with people-based services, equipment-based services do not have the marketing concern of

Accepted Answer

A)  intangibility. 
B)  insensitivity. 
C)  inventory. 
D)  inconsistency. 
E)  immeasurability. 
A)  intangibility. 
B)  insensitivity. 
C)  inventory. 
D)  inconsistency. 
E)  immeasurability.

Question 18

Integrating the service component of the marketing mix with efforts to influence consumer demand is referred to as

Accepted Answer

A)  customer management. 
B)  internal marketing. 
C)  product management. 
D)  capacity management. 
E)  seven Ps of services marketing. 
A)  customer management. 
B)  internal marketing. 
C)  product management. 
D)  capacity management. 
E)  seven Ps of services marketing.

Question 19

What does it mean when we say services are intangible? How do marketers of services overcome the problems associated with intangibility?

Accepted Answer

The intangibility of services means that

Question 20

The notion that a service organization must focus on its employees before successful programs can be directed at customers is referred to as

Accepted Answer

A)  staffing analysis. 
B)  internal marketing. 
C)  external marketing. 
D)  stakeholder marketing. 
E)  employee marketing. 
A)  staffing analysis. 
B)  internal marketing. 
C)  external marketing. 
D)  stakeholder marketing. 
E)  employee marketing.

Exam 12: Services Marketing

Research indicates that consumers search for much more information when trying to evaluate services with which properties?

The Susan G. Komen organization has used ________, in addition to its familiar walks and races, to raise more than $2 billion for breast cancer research and community outreach.

What do a security guard, a plumber, and a management consultant have in common?

If you find that the staff who work in your college's career center gave you poor advice or otherwise did not provide sufficient help in finding you employment after graduation, you may be dissatisfied with your entire college experience. This is an example of which issue associated with services?

In the seven Ps of services marketing, process involves not only what is created but also

Services are now a larger part of the U.S. gross domestic product (GDP) than goods. The growth of the service sector is the result of

The intangibility element of a service refers to the fact that it

Intangible items such as airline trips, financial advice, or telephone calls that an organization provides to consumers are referred to as

Which of the following statements about services is most accurate?

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

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

Many restaurants ask consumers to evaluate their experience on a short questionnaire when they pay their bill. This assessment of consumer expectations compared with the actual visit is called a

Tangible products have ________ properties, such as color, size, and style, which can be determined before purchase.

Inseparability in services means consumers

There are five key dimensions of service quality:

Compared with people-based services, equipment-based services do not have the marketing concern of

Integrating the service component of the marketing mix with efforts to influence consumer demand is referred to as

What does it mean when we say services are intangible? How do marketers of services overcome the problems associated with intangibility?

The notion that a service organization must focus on its employees before successful programs can be directed at customers 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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