Question 1

Service offerings can be differentiated in many ways.The offering can include innovative features.What the customer expects is called the ________.

Accepted Answer

A)  brand package 
B)  complete service package 
C)  primary service package 
D)  bundled package 
E)  none of the above 
A)  brand package 
B)  complete service package 
C)  primary service package 
D)  bundled package 
E)  none of the above

Question 2

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

Accepted Answer

A)  characteristics 
B)  logos 
C)  physical facilities 
D)  brand images 
E)  colors 
A)  characteristics 
B)  logos 
C)  physical facilities 
D)  brand images 
E)  colors

Question 3

To provide the best support,a manufacturer must identify the services customers value most and their relative importance.Johnson Controls introduced services that extend beyond its climate control equipment and components business to manage integrated facilities by offering products and services that optimize energy use and improve comfort and security.This is an example of adding ________.

Accepted Answer

A)  facilitating services 
B)  extended warranties 
C)  life-cycle services 
D)  service contracts 
E)  value-augmenting services 
A)  facilitating services 
B)  extended warranties 
C)  life-cycle services 
D)  service contracts 
E)  value-augmenting services

Question 4

Factors that lead to customer switching behavior include all of the following EXCEPT ________.

Accepted Answer

A)  problem solving 
B)  pricing 
C)  inconvenience 
D)  ethical problems 
E)  none of the above 
A)  problem solving 
B)  pricing 
C)  inconvenience 
D)  ethical problems 
E)  none of the above

Question 5

To differentiate its service,a provider can add ________ to the package of services already provided.

Accepted Answer

A)  secondary service features 
B)  primary service features 
C)  value bundling 
D)  branding 
E)  price bands of like services 
A)  secondary service features 
B)  primary service features 
C)  value bundling 
D)  branding 
E)  price bands of like services

Question 6

Services cannot be stored or inventoried.Attempts to regulate the "services" on the supply side-to increase the service providers when needed-include such strategies as part-time workers.What are some other ways a firm can "shift" supply for its services

Accepted Answer

Other strategies include peak-

Question 7

Top service companies are "customer obsessed." They have a clear sense of their target customers and their needs.Their management looks not only at financial performance on a monthly basis,but also at ________.

Accepted Answer

A)  service performance 
B)  tangible rewards 
C)  consumer complaints 
D)  marketing activities 
E)  none of the above 
A)  service performance 
B)  tangible rewards 
C)  consumer complaints 
D)  marketing activities 
E)  none of the above

Question 8

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

Accepted Answer

A)  differentiation 
B)  product placement 
C)  positioning 
D)  image 
E)  none of the above 
A)  differentiation 
B)  product placement 
C)  positioning 
D)  image 
E)  none of the above

Question 9

Management always correctly perceives what customers want.

Accepted Answer

A) True 
 B)False

Question 10

A pure tangible good consists of unequal parts of goods and services,with services being in the majority.

Accepted Answer

A) True 
 B)False

Question 11

Researchers have outlined 10 lessons for improving service quality across services industries.What are the 10 lessons

Accepted Answer

These 10 lessons are: listenin

Question 12

E-mail response systems to address customer complaints must be implemented properly to be effective.List the four things companies should do to maximize the efficacy of their e-mail response systems.

Accepted Answer

In order to maximize the efficacy of its

Question 13

The Bureau of Labor Statistics reports that the service-producing sector will continue to lose jobs over the next five years.

Accepted Answer

A) True 
 B)False

Question 14

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 15

Firms have decided to raise fees and lower service to those customers who barely pay their way and to coddle big spenders to retain their patronage as long as possible,an example of organizing customers by ________.

Accepted Answer

A)  purchase frequency 
B)  profit tiers 
C)  psychographic characteristics 
D)  social influence 
E)  none of the above 
A)  purchase frequency 
B)  profit tiers 
C)  psychographic characteristics 
D)  social influence 
E)  none of the above

Question 16

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

Accepted Answer

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

Question 17

You have been asked by your firm to evaluate the "service" of one of its competitors (a restaurant).As you understand service,services differ according to form and purpose.Explain how you classify services.

Accepted Answer

Services vary as to whether they are equ

Question 18

Developing brand strategies for a service brand requires special attention to choosing brand elements,establishing image dimensions,and devising the branding strategy.

Accepted Answer

A) True 
 B)False

Question 19

The appearance of physical facilities,equipment,personnel,and communication materials are the tangibles that convey service quality to consumers.

Accepted Answer

A) True 
 B)False

Question 20

Clients judge the service outcome not only by its ________ but also by its functional quality.

Accepted Answer

A)  length of time 
B)  price 
C)  attributes 
D)  completeness 
E)  technical quality 
A)  length of time 
B)  price 
C)  attributes 
D)  completeness 
E)  technical quality

Exam 13: Designing and Managing Services

Service offerings can be differentiated in many ways.The offering can include innovative features.What the customer expects is called the ________.

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

Factors that lead to customer switching behavior include all of the following EXCEPT ________.

To differentiate its service,a provider can add ________ to the package of services already provided.

Services cannot be stored or inventoried.Attempts to regulate the "services" on the supply side-to increase the service providers when needed-include such strategies as part-time workers.What are some other ways a firm can "shift" supply for its services

Top service companies are "customer obsessed." They have a clear sense of their target customers and their needs.Their management looks not only at financial performance on a monthly basis,but also at ________.

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

Management always correctly perceives what customers want.

A pure tangible good consists of unequal parts of goods and services,with services being in the majority.

Researchers have outlined 10 lessons for improving service quality across services industries.What are the 10 lessons

E-mail response systems to address customer complaints must be implemented properly to be effective.List the four things companies should do to maximize the efficacy of their e-mail response systems.

The Bureau of Labor Statistics reports that the service-producing sector will continue to lose jobs over the next five years.

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.

Firms have decided to raise fees and lower service to those customers who barely pay their way and to coddle big spenders to retain their patronage as long as possible,an example of organizing customers by ________.

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

You have been asked by your firm to evaluate the "service" of one of its competitors (a restaurant).As you understand service,services differ according to form and purpose.Explain how you classify services.

Developing brand strategies for a service brand requires special attention to choosing brand elements,establishing image dimensions,and devising the branding strategy.

The appearance of physical facilities,equipment,personnel,and communication materials are the tangibles that convey service quality to consumers.

Clients judge the service outcome not only by its ________ but also by its functional quality.

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

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