Exam 13: Designing and Managing Services

Brand personality is an important image dimension for services.

Services cannot be stored.Attempts to regulate the "demand" of a service include reservation systems and differential pricing.What are some other ways a firm can shift demand for its services to nonpeak times

Services high in ________qualities are those services that have characteristics the buyer normally finds hard to evaluate even after consumption.

Top firms audit both their own and their competitors' service performance on a regular basis by collecting ________ measurements to probe customer satisfaction.

Customers generally acknowledge when they are at fault for a service failure and do not hold the service provider responsible.

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

Service offerings can be differentiated in numerous ways because the consumer expects to see only the company's primary service package.

Services cannot be seen,tasted,or felt before purchase.The challenge to marketers of services is to "tangibilize the intangible" and "manage the evidence." What do these statements really mean for a marketer of a service firm

To match supply and demand on the supply side,marketers can employ a number of strategies.Which of the following is NOT one of these strategies

Services must consider developing a brand hierarchy and brand portfolio that permits positioning and targeting of different market segments.

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.What are they

Gloria always goes to the same bagel shop in the morning because the workers there remember her name and know her order.They always make her feel welcome.The employees of this bagel shop excel at which of the following determinants of service quality

Because service encounters are complex interactions affected by multiple elements,adopting a holistic marketing approach might not work effectively.

Not all SSTs improve service quality,but they have the potential of making service transactions more accurate,________,and faster.

Better-trained personnel exhibit several characteristics such as ________,which means they respond quickly to customers' requests and problems.

Customers are becoming more sophisticated about buying product-support services and are pressing for services unbundling.

Research has shown that customers evaluate complaint incidents in terms of the________.

Although I used to use the U.S.Postal Service because it offered better prices on package shipping,now I almost always use FedEx because I can ship from any FedEx*Kinkos location 24 hours per day.This is an example of which of the following factors leading to customer switching behavior

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

Services vary depending who provides them and when and where they are performed.Which of the following strategy would work for you to increase the quality control over your tax preparation services as you expand to other markets