Question 1

A major incentive to service providers is that most service offerings and innovations are difficult to copy.

Accepted Answer

A) True 
 B)False

Question 2

There are five categories of offerings for a service. It can be either a minor or a major component of the company's offerings. Which of the following categories consists of equal parts of goods and services?

Accepted Answer

A)  hybrid 
B)  pure tangible good 
C)  tangible good with accompanying services 
D)  major service with accompanying minor goods and services 
E)  pure service 
A)  hybrid 
B)  pure tangible good 
C)  tangible good with accompanying services 
D)  major service with accompanying minor goods and services 
E)  pure service

Question 3

When the lawn service firm advertises, "We can handle all your lawn needs in one stop" and then requires three or four visits to satisfy you, this is an example of which one of the "gaps" of service performance?

Accepted Answer

A)  between management perception and service-quality specification 
B)  between expected service and perceived service 
C)  between service delivery and external communications 
D)  between service delivery and translation of perceptions 
E)  between management's perception and consumers expectations 
A)  between management perception and service-quality specification 
B)  between expected service and perceived service 
C)  between service delivery and external communications 
D)  between service delivery and translation of perceptions 
E)  between management's perception and consumers expectations

Question 4

Every complaint is a gift if handled well.

Accepted Answer

A) True 
 B)False

Question 5

BRZ Shoes positions itself as a young, adventurous brand. Its logo and brand communication try to give consumers a feeling of excitement and bravery. These ads appeal to the ________ dimension of brand experience.

Accepted Answer

A)  sensory 
B)  affective 
C)  behavioral 
D)  intellectual 
E)  social 
A)  sensory 
B)  affective 
C)  behavioral 
D)  intellectual 
E)  social

Question 6

One of the strategies to equalize supply and demand for service providers is to allow employees to perform only essential tasks during off-peak periods.

Accepted Answer

A) True 
 B)False

Question 7

Interactive marketing describes the employees' skill in serving the client.

Accepted Answer

A) True 
 B)False

Question 8

Intangibility with regards to a "service" means that the service cannot be duplicated across providers.

Accepted Answer

A) True 
 B)False

Question 9

Based on the service-quality "gaps" model, the researchers identified five determinants of service quality. List and briefly explain each.

Accepted Answer

The five determinants of service quality

Question 10

When a consumer buys a piece of equipment, such as a lawn tractor, they consider the life-cycle cost of the equipment. Explain what is meant by "life-cycle" cost?

Accepted Answer

The life-cycle cost is the pro

Question 11

Services cannot be stored, warehoused, or shelved. This is concept is unique to service marketers and is called

Accepted Answer

A)  standardization. 
B)  intangibility. 
C)  perishability. 
D)  heterogeneity. 
E)  variability. 
A)  standardization. 
B)  intangibility. 
C)  perishability. 
D)  heterogeneity. 
E)  variability.

Question 12

Service companies can try to demonstrate their service quality through physical evidence and presentation. How can a service provider make its positioning strategy more tangible using marketing tools?

Accepted Answer

Service marketers must be able to transf

Question 13

As you prepare to enjoy a night at the theater, your expectations rise as you listen to the music, read the reviewers comments, and reflect back to the last time you saw the same musical. All of these form your "expected service." If a "gap" were to exist, it would exist here between your "expected service" and the ________ of the performance.

Accepted Answer

A)  management perception 
B)  external communication 
C)  perceived service 
D)  service-quality specifications 
E)  actual quality 
A)  management perception 
B)  external communication 
C)  perceived service 
D)  service-quality specifications 
E)  actual quality

Question 14

There are shifts that favour the customer in the client relationship. Customers are now becoming more sophisticated about buying product support services and are pressing for "________."

Accepted Answer

A)  institutional pricing/services 
B)  substitute services 
C)  promotional pricing 
D)  selective pricing 
E)  services unbundling 
A)  institutional pricing/services 
B)  substitute services 
C)  promotional pricing 
D)  selective pricing 
E)  services unbundling

Question 15

General Electric sends out 700 000 response cards a year asking households to rate its service people's performance. Which step is GE taking to increase quality control?

Accepted Answer

A)  monitoring customer satisfaction 
B)  enhancing communications materials 
C)  employing differential pricing 
D)  standardize the service 
E)  invest in good training and hiring procedures 
A)  monitoring customer satisfaction 
B)  enhancing communications materials 
C)  employing differential pricing 
D)  standardize the service 
E)  invest in good training and hiring procedures

Question 16

Inseparability in the context of a "service" means that the service provider and the service customer/consumer cannot be separated since one effects another.

Accepted Answer

A) True 
 B)False

Question 17

A service company can differentiate itself on three levels. The first is reliability, the second is resilience, and the third is

Accepted Answer

A)  employees. 
B)  assuredness. 
C)  teamwork. 
D)  innovativeness. 
E)  confidence. 
A)  employees. 
B)  assuredness. 
C)  teamwork. 
D)  innovativeness. 
E)  confidence.

Question 18

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

Accepted Answer

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

Question 19

Which of the following is true regarding services?

Accepted Answer

A)  Services are typically produced, stored, and then consumed. 
B)  Services are generally low in experience and credence qualities. 
C)  Service providers develop similar marketing programs for personal services and business services. 
D)  Provider-client interaction is a special feature of services marketing. 
E)  There is less risk associated with the purchase of services than with the purchase of goods. 
A)  Services are typically produced, stored, and then consumed. 
B)  Services are generally low in experience and credence qualities. 
C)  Service providers develop similar marketing programs for personal services and business services. 
D)  Provider-client interaction is a special feature of services marketing. 
E)  There is less risk associated with the purchase of services than with the purchase of goods.

Question 20

After sending registered letters to the roofing company, numerous attempts to contact the president of the company by phone, and sending copies of the complaint to the Better Business Bureau, you finally received a response from the firm that did not satisfy you. In desperation, you decided to have another company complete the repairs to your home. This is an example of what kind of customer switching behaviour on your part?

Accepted Answer

A)  competition 
B)  inconvenience 
C)  service encounter failures 
D)  response to service failure 
E)  involuntary switching 
A)  competition 
B)  inconvenience 
C)  service encounter failures 
D)  response to service failure 
E)  involuntary switching

A major incentive to service providers is that most service offerings and innovations are difficult to copy.

There are five categories of offerings for a service. It can be either a minor or a major component of the company's offerings. Which of the following categories consists of equal parts of goods and services?

When the lawn service firm advertises, "We can handle all your lawn needs in one stop" and then requires three or four visits to satisfy you, this is an example of which one of the "gaps" of service performance?

Every complaint is a gift if handled well.

BRZ Shoes positions itself as a young, adventurous brand. Its logo and brand communication try to give consumers a feeling of excitement and bravery. These ads appeal to the ________ dimension of brand experience.

One of the strategies to equalize supply and demand for service providers is to allow employees to perform only essential tasks during off-peak periods.

Interactive marketing describes the employees' skill in serving the client.

Intangibility with regards to a "service" means that the service cannot be duplicated across providers.

Based on the service-quality "gaps" model, the researchers identified five determinants of service quality. List and briefly explain each.

When a consumer buys a piece of equipment, such as a lawn tractor, they consider the life-cycle cost of the equipment. Explain what is meant by "life-cycle" cost?

Services cannot be stored, warehoused, or shelved. This is concept is unique to service marketers and is called

Service companies can try to demonstrate their service quality through physical evidence and presentation. How can a service provider make its positioning strategy more tangible using marketing tools?

There are shifts that favour the customer in the client relationship. Customers are now becoming more sophisticated about buying product support services and are pressing for "________."

General Electric sends out 700 000 response cards a year asking households to rate its service people's performance. Which step is GE taking to increase quality control?

Inseparability in the context of a "service" means that the service provider and the service customer/consumer cannot be separated since one effects another.

A service company can differentiate itself on three levels. The first is reliability, the second is resilience, and the third is

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

Which of the following is true regarding services?

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

Filters

Exam 13: Designing and Managing Services

A major incentive to service providers is that most service offerings and innovations are difficult to copy.

There are five categories of offerings for a service. It can be either a minor or a major component of the company's offerings. Which of the following categories consists of equal parts of goods and services?

When the lawn service firm advertises, "We can handle all your lawn needs in one stop" and then requires three or four visits to satisfy you, this is an example of which one of the "gaps" of service performance?

Every complaint is a gift if handled well.

BRZ Shoes positions itself as a young, adventurous brand. Its logo and brand communication try to give consumers a feeling of excitement and bravery. These ads appeal to the ________ dimension of brand experience.

One of the strategies to equalize supply and demand for service providers is to allow employees to perform only essential tasks during off-peak periods.

Interactive marketing describes the employees' skill in serving the client.

Intangibility with regards to a "service" means that the service cannot be duplicated across providers.

Based on the service-quality "gaps" model, the researchers identified five determinants of service quality. List and briefly explain each.

When a consumer buys a piece of equipment, such as a lawn tractor, they consider the life-cycle cost of the equipment. Explain what is meant by "life-cycle" cost?

Services cannot be stored, warehoused, or shelved. This is concept is unique to service marketers and is called

Service companies can try to demonstrate their service quality through physical evidence and presentation. How can a service provider make its positioning strategy more tangible using marketing tools?

There are shifts that favour the customer in the client relationship. Customers are now becoming more sophisticated about buying product support services and are pressing for "________."

General Electric sends out 700 000 response cards a year asking households to rate its service people's performance. Which step is GE taking to increase quality control?

Inseparability in the context of a "service" means that the service provider and the service customer/consumer cannot be separated since one effects another.

A service company can differentiate itself on three levels. The first is reliability, the second is resilience, and the third is

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

Which of the following is true regarding services?

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

Filters