Question 1

Clients judge service not only by its technical quality but also by its functional quality.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following would be an example of a hybrid service

Accepted Answer

A)  University 
B)  Professor 
C)  Restaurant 
D)  Soap manufacturer 
E)  Airline 
A)  University 
B)  Professor 
C)  Restaurant 
D)  Soap manufacturer 
E)  Airline

Question 3

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

Accepted Answer

A)  Provide complementary services to waiting customers 
B)  Cultivate nonpeak demand 
C)  Differential pricing 
D)  Share services 
E)  Manage demand levels through a reservation system 
A)  Provide complementary services to waiting customers 
B)  Cultivate nonpeak demand 
C)  Differential pricing 
D)  Share services 
E)  Manage demand levels through a reservation system

Question 4

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 of the gaps of service performance

Accepted Answer

A)  Between service delivery and translation of perceptions 
B)  Between expected service and perceived service 
C)  Between service delivery and external communications 
D)  Between management's perception and consumers expectations 
E)  None of the above 
A)  Between service delivery and translation of perceptions 
B)  Between expected service and perceived service 
C)  Between service delivery and external communications 
D)  Between management's perception and consumers expectations 
E)  None of the above

Question 5

Services can be high in search qualities.Which one of the following is NOT seen as high in search qualities

Accepted Answer

A)  Decorating 
B)  A restaurant 
C)  A haircut 
D)  A medical diagnosis 
E)  None of the above 
A)  Decorating 
B)  A restaurant 
C)  A haircut 
D)  A medical diagnosis 
E)  None of the above

Question 6

If we say that services cannot be seen before purchase,forcing customers to look for other clues to assess service quality,we mean that services are _________.

Accepted Answer

A)  intangible 
B)  inseparable 
C)  perishable 
D)  variable 
E)  none of the above 
A)  intangible 
B)  inseparable 
C)  perishable 
D)  variable 
E)  none of the above

Question 7

Excellent service companies know that ________ employee attitudes will promote stronger customer loyalty.

Accepted Answer

A)  accommodating 
B)  nonthreatening 
C)  neutral 
D)  negative 
E)  positive 
A)  accommodating 
B)  nonthreatening 
C)  neutral 
D)  negative 
E)  positive

Question 8

The service quality of a firm is tested at each service encounter.

Accepted Answer

A) True 
 B)False

Question 9

Developing brand strategies for a service requires special attention to choosing brand elements,establishing image dimensions,and ________.

Accepted Answer

A)  developing a marketing niche 
B)  developing an advertising campaign 
C)  devising a branding strategy 
D)  developing differentiation 
E)  none of the above 
A)  developing a marketing niche 
B)  developing an advertising campaign 
C)  devising a branding strategy 
D)  developing differentiation 
E)  none of the above

Question 10

The SERVQUAL scale includes the five determinants of service quality.Companies schooled in and practitioners of this craft are among the highest rated consumer friendly firms doing business today.What are the five determinants that firms such as Southwest,Disney,and Marriott honor so highly

Accepted Answer

These five determina

Clients judge service not only by its technical quality but also by its functional quality.

Which of the following would be an example of a hybrid service

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

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 of the gaps of service performance

Services can be high in search qualities.Which one of the following is NOT seen as high in search qualities

If we say that services cannot be seen before purchase,forcing customers to look for other clues to assess service quality,we mean that services are _________.

Excellent service companies know that ________ employee attitudes will promote stronger customer loyalty.

The service quality of a firm is tested at each service encounter.

Developing brand strategies for a service requires special attention to choosing brand elements,establishing image dimensions,and ________.

The SERVQUAL scale includes the five determinants of service quality.Companies schooled in and practitioners of this craft are among the highest rated consumer friendly firms doing business today.What are the five determinants that firms such as Southwest,Disney,and Marriott honor so highly

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

Clients judge service not only by its technical quality but also by its functional quality.

Which of the following would be an example of a hybrid service

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

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 of the gaps of service performance

Services can be high in search qualities.Which one of the following is NOT seen as high in search qualities

If we say that services cannot be seen before purchase,forcing customers to look for other clues to assess service quality,we mean that services are _________.

Excellent service companies know that ________ employee attitudes will promote stronger customer loyalty.

The service quality of a firm is tested at each service encounter.

Developing brand strategies for a service requires special attention to choosing brand elements,establishing image dimensions,and ________.

The SERVQUAL scale includes the five determinants of service quality.Companies schooled in and practitioners of this craft are among the highest rated consumer friendly firms doing business today.What are the five determinants that firms such as Southwest,Disney,and Marriott honor so highly

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