Question 1

Services include government, private nonprofit, business, retail, and the manufacturing sector.

Accepted Answer

A) True 
 B)False

Question 2

Delivering services that maximize both customer satisfaction and company profitability can be challenging.

Accepted Answer

A) True 
 B)False

Question 3

Service companies can try to demonstrate their service quality through physical evidence and

Accepted Answer

A)  people. 
B)  presentation. 
C)  predatory pricing. 
D)  profits. 
E)  pricing. 
A)  people. 
B)  presentation. 
C)  predatory pricing. 
D)  profits. 
E)  pricing.

Question 4

Services differ as to whether they meet a personal need or a

Accepted Answer

A)  production need. 
B)  quality need. 
C)  functional need. 
D)  customer need. 
E)  business need. 
A)  production need. 
B)  quality need. 
C)  functional need. 
D)  customer need. 
E)  business need.

Question 5

A "service" is defined as any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything.

Accepted Answer

A) True 
 B)False

Question 6

Some services are easy to evaluate by the consumer and others are not. Which one of the following would be considered high in credence qualities and thus hard to evaluate by the majority of consumers?

Accepted Answer

A)  a medical diagnosis 
B)  a movie 
C)  a haircut 
D)  dinner at a restaurant 
E)  decorating 
A)  a medical diagnosis 
B)  a movie 
C)  a haircut 
D)  dinner at a restaurant 
E)  decorating

Question 7

________ refer(s) to logos, symbols, characters, and slogans that service providers use in order to make the service and its key benefits more tangible.

Accepted Answer

A)  Brand engagement 
B)  Brand orientation 
C)  Brand loyalty 
D)  Brand elements 
E)  Brand equity 
A)  Brand engagement 
B)  Brand orientation 
C)  Brand loyalty 
D)  Brand elements 
E)  Brand equity

Question 8

A hybrid service consists of unequal parts of goods and services, with services being in the majority.

Accepted Answer

A) True 
 B)False

Question 9

Services vary as to whether they are equipment-based or people-based.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following factors that lead to customer switching behaviour is considered a core service failure?

Accepted Answer

A)  billing errors 
B)  conflict of interest 
C)  waiting for service 
D)  price increases 
E)  reluctant response 
A)  billing errors 
B)  conflict of interest 
C)  waiting for service 
D)  price increases 
E)  reluctant response

Question 11

Interactive marketing describes the employees' skill in serving the client. After your recent stay in the hospital, the hospital calls and asks you a series of questions about your stay. Here the hospital is trying to collect data about the two aspects of the service that clients use to judge a service.

Accepted Answer

Service is judge by its techni

Question 12

According to Parasuraman, Zeithaml, and Berry, the second "gap" in their service-quality model is the gap between

Accepted Answer

A)  service-quality specifications and service delivery. 
B)  consumer expectation and management perception. 
C)  perceived service and expected service. 
D)  management perception and service-quality specification. 
E)  service delivery and external communications. 
A)  service-quality specifications and service delivery. 
B)  consumer expectation and management perception. 
C)  perceived service and expected service. 
D)  management perception and service-quality specification. 
E)  service delivery and external communications.

Question 13

How do many fast-food chains, big-box stores, gas stations, and even large government agencies pinpoint and fix customer service problems?

Accepted Answer

A)  by using mystery shoppers 
B)  by training employees 
C)  by watching for service gaps 
D)  by encouraging customers to complain 
E)  by providing satisfaction questionnaires 
A)  by using mystery shoppers 
B)  by training employees 
C)  by watching for service gaps 
D)  by encouraging customers to complain 
E)  by providing satisfaction questionnaires

Question 14

Getting front-line employees to adopt ________ and to advocate the interests and image of the firm to consumers as well as take initiative and engage in conscientious behaviour in dealing with customers can be a critical asset.

Accepted Answer

A)  win/win philosophy 
B)  company policies and procedures 
C)  extra-role behaviours 
D)  training lessons 
E)  conflict management courses 
A)  win/win philosophy 
B)  company policies and procedures 
C)  extra-role behaviours 
D)  training lessons 
E)  conflict management courses

Question 15

A directive to resond to all queries within 24 hours could narrow the "gap" between management perceptions of consumer expectations and the translation of these perceptions into service-quality specifications.

Accepted Answer

A) True 
 B)False

Question 16

Cocktail lounges in restaurants are examples of ________.

Accepted Answer

A)  differential pricing 
B)  complementary services 
C)  cultivating nonpeak demand 
D)  reservation systems 
E)  shared services 
A)  differential pricing 
B)  complementary services 
C)  cultivating nonpeak demand 
D)  reservation systems 
E)  shared services

Question 17

Because services are generally high in experience and credence qualities, there is more risk in purchase.

Accepted Answer

A) True 
 B)False

Question 18

There are five categories of service offerings depending upon whether or not the service component is minor or major. In which of the five categories would you place a restaurant?

Accepted Answer

A restaurant would be consider

Question 19

Because a physical product does not exist, the ________ of the service provider's are especially important.

Accepted Answer

A)  logo 
B)  characters 
C)  facilities 
D)  colours 
E)  brand image 
A)  logo 
B)  characters 
C)  facilities 
D)  colours 
E)  brand image

Question 20

Which of the following would be an example of a "hybrid" service?

Accepted Answer

A)  airline 
B)  restaurant 
C)  soap manufacturer 
D)  university 
E)  bank 
A)  airline 
B)  restaurant 
C)  soap manufacturer 
D)  university 
E)  bank

Exam 13: Designing and Managing Services

Services include government, private nonprofit, business, retail, and the manufacturing sector.

Delivering services that maximize both customer satisfaction and company profitability can be challenging.

Service companies can try to demonstrate their service quality through physical evidence and

Services differ as to whether they meet a personal need or a

A "service" is defined as any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything.

Some services are easy to evaluate by the consumer and others are not. Which one of the following would be considered high in credence qualities and thus hard to evaluate by the majority of consumers?

________ refer(s) to logos, symbols, characters, and slogans that service providers use in order to make the service and its key benefits more tangible.

A hybrid service consists of unequal parts of goods and services, with services being in the majority.

Services vary as to whether they are equipment-based or people-based.

Which of the following factors that lead to customer switching behaviour is considered a core service failure?

According to Parasuraman, Zeithaml, and Berry, the second "gap" in their service-quality model is the gap between

How do many fast-food chains, big-box stores, gas stations, and even large government agencies pinpoint and fix customer service problems?

Getting front-line employees to adopt ________ and to advocate the interests and image of the firm to consumers as well as take initiative and engage in conscientious behaviour in dealing with customers can be a critical asset.

A directive to resond to all queries within 24 hours could narrow the "gap" between management perceptions of consumer expectations and the translation of these perceptions into service-quality specifications.

Cocktail lounges in restaurants are examples of ________.

Because services are generally high in experience and credence qualities, there is more risk in purchase.

There are five categories of service offerings depending upon whether or not the service component is minor or major. In which of the five categories would you place a restaurant?

Because a physical product does not exist, the ________ of the service provider's are especially important.

Which of the following would be an example of a "hybrid" service?

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Position

Competitive Dynamics

Setting Product Strategy

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Introducing New Marketing Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

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