Question 1

The company need not define the customer needs carefully because customers can always switch providers.

Accepted Answer

A) True 
 B)False

Question 2

All customers seek social exchange and affirmation in their service experiences.

Accepted Answer

A) True 
 B)False

Question 3

After visiting a local car dealer and having your car serviced,a day later you receive a phone call from a research firm asking you to comment on your service experience.This is part of the manufacturer's quality control over its dealers and the firm's audit of the service performance by collecting _________.

Accepted Answer

A)  satisfying customer complaints 
B)  dealer performance 
C)  customer performance 
D)  "voice of the customer measurements" 
E)  "competitive data" 
A)  satisfying customer complaints 
B)  dealer performance 
C)  customer performance 
D)  "voice of the customer measurements" 
E)  "competitive data"

Question 4

There is a(n)________ where consumer perceptions on a service dimension would be deemed satisfactory,anchored by the minimum level consumers would be willing to accept and the level that customers believe can and should be delivered.

Accepted Answer

A)  empathy 
B)  zone of tolerance 
C)  zone of forgiveness 
D)  perceived forgiveness 
E)  value definition 
A)  empathy 
B)  zone of tolerance 
C)  zone of forgiveness 
D)  perceived forgiveness 
E)  value definition

Question 5

Several strategies exist for managing supply and demand of services.List the strategies for both managing "supply" and then for managing "demand."

Accepted Answer

To manage "demand"-differential pricing,

Question 6

A service company can differentiate itself by designing a better and faster delivery system.

Accepted Answer

A) True 
 B)False

Question 7

Services cannot be seen,tasted,felt,or heard before they are bought.To reduce uncertainty,buyers will look for evidence of quality.They will draw inference about quality from place,people,and price they see.Therefore,the service provider's task is to "________."

Accepted Answer

A)  communicate value 
B)  manage the evidence 
C)  go full speed ahead 
D)  provide high touch, high price 
E)  none of the above 
A)  communicate value 
B)  manage the evidence 
C)  go full speed ahead 
D)  provide high touch, high price 
E)  none of the above

Question 8

Manufacturers can offer and charge for product support services in different ways.One firm charges for extended warranties.What are some other ways that manufacturers charge for services

Accepted Answer

They can offer facil

Question 9

Services cannot be stored,so their perishability can become a problem when demand fluctuates.

Accepted Answer

A) True 
 B)False

Question 10

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 11

In developing a service blueprint,your firm has outlined each step in the delivery process of the service it provides.The development of a service blueprint is an attempt to minimize what element or characteristic of a service

Accepted Answer

This is an attempt to reduce t

Question 12

Service consumers can always judge the quality that they receive from the service provider.

Accepted Answer

A) True 
 B)False

Question 13

As a newly hired marketing associate,you have asked your boss if the firm has service-quality specifications spelled out for ensuring exceptional customer service.His answer is "no,we all know what the consumer expects; after all,we have been doing this for over 30 years." Recalling your marketing management services marketing chapter,you identify this attitude as a factor leading to the creation of what gap in the service-quality model

Accepted Answer

The gap between mana

Question 14

In your service firm,you are always choosing between fully answering the consumer's questions and waiting on the next customer.The firm's standards are not clear on how they want you to perform.When asked,your boss answers,"You make the decision." This is an example of which service-quality gap

Accepted Answer

The gap between serv

Question 15

Services vary as to whether they are equipment based or ________.

Accepted Answer

A)  service based 
B)  people based 
C)  process based 
D)  historical based 
E)  none of the above 
A)  service based 
B)  people based 
C)  process based 
D)  historical based 
E)  none of the above

Question 16

According to the service-quality model,the first "gap" is the one between ________.

Accepted Answer

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

Question 17

A service company can differentiate itself by designing a better and faster delivery system.Of the three levels of differentiation,________ describes how well suppliers handle emergencies,product recalls,and answering inquiries.

Accepted Answer

A)  reliability 
B)  resilience 
C)  innovativeness 
D)  preparedness 
E)  none of the above 
A)  reliability 
B)  resilience 
C)  innovativeness 
D)  preparedness 
E)  none of the above

Question 18

With continuously provided services,such as public utilities or health care,customers have been observed to mentally calculate their payment equity-the perceived fairness of the level of economic benefits derived from service usage in relationship to the level of economic costs.

Accepted Answer

A) True 
 B)False

Question 19

Service contracts and extended warranties are examples of companies charging for additional services.

Accepted Answer

A) True 
 B)False

Question 20

Service marketers frequently complain about the difficulty of ________ their services.

Accepted Answer

A)  marketing 
B)  diffusing 
C)  differentiating 
D)  developing 
E)  designing 
A)  marketing 
B)  diffusing 
C)  differentiating 
D)  developing 
E)  designing

The company need not define the customer needs carefully because customers can always switch providers.

All customers seek social exchange and affirmation in their service experiences.

There is a(n)________ where consumer perceptions on a service dimension would be deemed satisfactory,anchored by the minimum level consumers would be willing to accept and the level that customers believe can and should be delivered.

Several strategies exist for managing supply and demand of services.List the strategies for both managing "supply" and then for managing "demand."

A service company can differentiate itself by designing a better and faster delivery system.

Services cannot be seen,tasted,felt,or heard before they are bought.To reduce uncertainty,buyers will look for evidence of quality.They will draw inference about quality from place,people,and price they see.Therefore,the service provider's task is to "________."

Manufacturers can offer and charge for product support services in different ways.One firm charges for extended warranties.What are some other ways that manufacturers charge for services

Services cannot be stored,so their perishability can become a problem when demand fluctuates.

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

In developing a service blueprint,your firm has outlined each step in the delivery process of the service it provides.The development of a service blueprint is an attempt to minimize what element or characteristic of a service

Service consumers can always judge the quality that they receive from the service provider.

In your service firm,you are always choosing between fully answering the consumer's questions and waiting on the next customer.The firm's standards are not clear on how they want you to perform.When asked,your boss answers,"You make the decision." This is an example of which service-quality gap

Services vary as to whether they are equipment based or ________.

According to the service-quality model,the first "gap" is the one between ________.

A service company can differentiate itself by designing a better and faster delivery system.Of the three levels of differentiation,________ describes how well suppliers handle emergencies,product recalls,and answering inquiries.

With continuously provided services,such as public utilities or health care,customers have been observed to mentally calculate their payment equity-the perceived fairness of the level of economic benefits derived from service usage in relationship to the level of economic costs.

Service contracts and extended warranties are examples of companies charging for additional services.

Service marketers frequently complain about the difficulty of ________ their services.

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

The company need not define the customer needs carefully because customers can always switch providers.

All customers seek social exchange and affirmation in their service experiences.

There is a(n)________ where consumer perceptions on a service dimension would be deemed satisfactory,anchored by the minimum level consumers would be willing to accept and the level that customers believe can and should be delivered.

Several strategies exist for managing supply and demand of services.List the strategies for both managing "supply" and then for managing "demand."

A service company can differentiate itself by designing a better and faster delivery system.

Services cannot be seen,tasted,felt,or heard before they are bought.To reduce uncertainty,buyers will look for evidence of quality.They will draw inference about quality from place,people,and price they see.Therefore,the service provider's task is to "________."

Manufacturers can offer and charge for product support services in different ways.One firm charges for extended warranties.What are some other ways that manufacturers charge for services

Services cannot be stored,so their perishability can become a problem when demand fluctuates.

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

In developing a service blueprint,your firm has outlined each step in the delivery process of the service it provides.The development of a service blueprint is an attempt to minimize what element or characteristic of a service

Service consumers can always judge the quality that they receive from the service provider.

In your service firm,you are always choosing between fully answering the consumer's questions and waiting on the next customer.The firm's standards are not clear on how they want you to perform.When asked,your boss answers,"You make the decision." This is an example of which service-quality gap

Services vary as to whether they are equipment based or ________.

According to the service-quality model,the first "gap" is the one between ________.

A service company can differentiate itself by designing a better and faster delivery system.Of the three levels of differentiation,________ describes how well suppliers handle emergencies,product recalls,and answering inquiries.

With continuously provided services,such as public utilities or health care,customers have been observed to mentally calculate their payment equity-the perceived fairness of the level of economic benefits derived from service usage in relationship to the level of economic costs.

Service contracts and extended warranties are examples of companies charging for additional services.

Service marketers frequently complain about the difficulty of ________ their services.

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