Question 1

When cell phone providers offer "weekends free," they are attempting to ________ when it comes to the perishability of the service they provide.

Accepted Answer

A)  manage supply and demand 
B)  manage supply 
C)  manage demand 
D)  offer to sign up new subscribers 
E)  increase usage 
A)  manage supply and demand 
B)  manage supply 
C)  manage demand 
D)  offer to sign up new subscribers 
E)  increase usage

Question 2

Services can be judged on customer importance and company performance.________ is used to rate the various elements of the service bundle and identify what actions are required.

Accepted Answer

A)  SERVQAL 
B)  Consumer-quality analysis 
C)  Importance-performance analysis 
D)  Key-service indices analysis 
E)  Reliability-service indices analysis 
A)  SERVQAL 
B)  Consumer-quality analysis 
C)  Importance-performance analysis 
D)  Key-service indices analysis 
E)  Reliability-service indices analysis

Question 3

An example of a pure service provider might be a car repair facility.

Accepted Answer

A) True 
 B)False

Question 4

The last time you were in this restaurant,as you remember it,your dinner was excellent.Tonight is your anniversary and,as such,you are looking forward to an enjoyable evening.At the end of the meal,your perception is that the service was not up to par and the evening was not as successful as you had hoped.In the service-quality model,which gap prevailed

Accepted Answer

The gap between expe

Question 5

The brown trucks of UPS are a strong moniker for the firm.Explain why such physical facilities are especially important.

Accepted Answer

The intangibility of services has implic

Question 6

A buyer may try to estimate the life-cycle cost of purchasing a product.Life-cycle cost is defined as the ________.

Accepted Answer

A)  product's purchase cost plus the total cost of maintenance and repair less any salvage value 
B)  product's purchase cost plus discounted cost of maintenance and repair less any salvage value 
C)  product's purchase cost plus discounted cost of maintenance and repair plus any salvage value. 
D)  product's purchase cost plus any salvage value. 
E)  product's purchase cost plus discounted cost of maintenance and repair 
A)  product's purchase cost plus the total cost of maintenance and repair less any salvage value 
B)  product's purchase cost plus discounted cost of maintenance and repair less any salvage value 
C)  product's purchase cost plus discounted cost of maintenance and repair plus any salvage value. 
D)  product's purchase cost plus any salvage value. 
E)  product's purchase cost plus discounted cost of maintenance and repair

Question 7

Holistic marketing for services requires external,________,and internal marketing.

Accepted Answer

A)  exceptional 
B)  incremental 
C)  consistent 
D)  interactive 
E)  influential 
A)  exceptional 
B)  incremental 
C)  consistent 
D)  interactive 
E)  influential

Question 8

A ________ is a tool that allows service providers to simultaneously map out the service process,the points of customer contact,and the evidence of service from the customer's point of view.

Accepted Answer

A)  service guarantee 
B)  service blueprint 
C)  communication material 
D)  credence quality 
E)  tangible good 
A)  service guarantee 
B)  service blueprint 
C)  communication material 
D)  credence quality 
E)  tangible good

Question 9

The quality of services is independent of who provides them.

Accepted Answer

A) True 
 B)False

Question 10

The creation of service standards,such as a policy of answering the company's phone on the second ring,is an example of a firm trying to prevent which of the service-quality gaps from ever beginning

Accepted Answer

This is an example of translat

Question 11

Unlike physical goods,services are produced and ________ simultaneously.

Accepted Answer

A)  launched 
B)  consumed 
C)  created 
D)  maximized 
E)  none of the above 
A)  launched 
B)  consumed 
C)  created 
D)  maximized 
E)  none of the above

Question 12

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 is NOT one of these five categories

Accepted Answer

A)  Pure tangible good 
B)  Tangible good with accompanying services 
C)  Hybrid 
D)  Major service with accompanying minor goods and services 
E)  Major service with accompanying major goods 
A)  Pure tangible good 
B)  Tangible good with accompanying services 
C)  Hybrid 
D)  Major service with accompanying minor goods and services 
E)  Major service with accompanying major goods

Question 13

Manufacturers of equipment must provide product-support services.Product-support services are becoming a major battleground for competitive advantages.Firms that provide high-quality service outperform their less-service-orientated competitors.In service support programs,customers generally have three specific worries.List these three worries and briefly explain each.

Accepted Answer

Customers worry about: (1)the

Question 14

Service firms can design ________ and information programs so that consumers learn more about the brand than the information they get from the service encounter alone.

Accepted Answer

A)  advertising campaigns 
B)  marketing measures 
C)  ad agencies 
D)  marketing communications 
E)  marketing strategy 
A)  advertising campaigns 
B)  marketing measures 
C)  ad agencies 
D)  marketing communications 
E)  marketing strategy

Question 15

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 16

Customers form service expectations from such areas as past experiences,word of mouth,and advertising.

Accepted Answer

A) True 
 B)False

Question 17

When Blue Man Group began,the three founders performed every show.In order to expand the concept and overcome the limits of service ________,the founders added more Blue Men.

Accepted Answer

A)  perishability 
B)  inseparability 
C)  variability 
D)  intangibility 
E)  temporality 
A)  perishability 
B)  inseparability 
C)  variability 
D)  intangibility 
E)  temporality

Question 18

How has the Internet empowered customers with complaints

Accepted Answer

The Internet has empowered cus

Question 19

Services have five distinctive characteristics,one of these five being "pure service."

Accepted Answer

A) True 
 B)False

Question 20

Developing brand strategies for a service brand requires special attention to the elements of branding and marketing.Explain why it is different for branding a service versus a tangible product.

Accepted Answer

First,choosing brand elements-the intang

When cell phone providers offer "weekends free," they are attempting to ________ when it comes to the perishability of the service they provide.

Services can be judged on customer importance and company performance.________ is used to rate the various elements of the service bundle and identify what actions are required.

An example of a pure service provider might be a car repair facility.

The brown trucks of UPS are a strong moniker for the firm.Explain why such physical facilities are especially important.

A buyer may try to estimate the life-cycle cost of purchasing a product.Life-cycle cost is defined as the ________.

Holistic marketing for services requires external,________,and internal marketing.

A ________ is a tool that allows service providers to simultaneously map out the service process,the points of customer contact,and the evidence of service from the customer's point of view.

The quality of services is independent of who provides them.

The creation of service standards,such as a policy of answering the company's phone on the second ring,is an example of a firm trying to prevent which of the service-quality gaps from ever beginning

Unlike physical goods,services are produced and ________ simultaneously.

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 is NOT one of these five categories

Service firms can design ________ and information programs so that consumers learn more about the brand than the information they get from the service encounter alone.

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

Customers form service expectations from such areas as past experiences,word of mouth,and advertising.

When Blue Man Group began,the three founders performed every show.In order to expand the concept and overcome the limits of service ________,the founders added more Blue Men.

How has the Internet empowered customers with complaints

Services have five distinctive characteristics,one of these five being "pure service."

Developing brand strategies for a service brand requires special attention to the elements of branding and marketing.Explain why it is different for branding a service versus a tangible product.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing with Competition

Setting Product Strategy

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

Filters

Exam 13: Designing and Managing Services

When cell phone providers offer "weekends free," they are attempting to ________ when it comes to the perishability of the service they provide.

Services can be judged on customer importance and company performance.________ is used to rate the various elements of the service bundle and identify what actions are required.

An example of a pure service provider might be a car repair facility.

The brown trucks of UPS are a strong moniker for the firm.Explain why such physical facilities are especially important.

A buyer may try to estimate the life-cycle cost of purchasing a product.Life-cycle cost is defined as the ________.

Holistic marketing for services requires external,________,and internal marketing.

A ________ is a tool that allows service providers to simultaneously map out the service process,the points of customer contact,and the evidence of service from the customer's point of view.

The quality of services is independent of who provides them.

The creation of service standards,such as a policy of answering the company's phone on the second ring,is an example of a firm trying to prevent which of the service-quality gaps from ever beginning

Unlike physical goods,services are produced and ________ simultaneously.

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 is NOT one of these five categories

Service firms can design ________ and information programs so that consumers learn more about the brand than the information they get from the service encounter alone.

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

Customers form service expectations from such areas as past experiences,word of mouth,and advertising.

When Blue Man Group began,the three founders performed every show.In order to expand the concept and overcome the limits of service ________,the founders added more Blue Men.

How has the Internet empowered customers with complaints

Services have five distinctive characteristics,one of these five being "pure service."

Developing brand strategies for a service brand requires special attention to the elements of branding and marketing.Explain why it is different for branding a service versus a tangible product.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing with Competition

Setting Product Strategy

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

Filters