Question 1

A major factor in developing a service marketing strategy is ________ because of the inseparability of services from the producer.

Accepted Answer

A) product 
B) price or distribution 
C) promotion 
D) place 
E) process 
A) product 
B) price or distribution 
C) promotion 
D) place 
E) process

Question 2

Three categories for equipment-based services are

Accepted Answer

A) unskilled labor,those operated by relatively unskilled operators,and self-serve. 
B) professionals,those operated by relatively unskilled operators,and automated. 
C) automated (self-serve),those operated by relatively unskilled operators,and those operated by skilled operators. 
D) unskilled labor,skilled labor,and professionals. 
E) those operated by skilled operators,unskilled labor,and professionals. 
A) unskilled labor,those operated by relatively unskilled operators,and self-serve. 
B) professionals,those operated by relatively unskilled operators,and automated. 
C) automated (self-serve),those operated by relatively unskilled operators,and those operated by skilled operators. 
D) unskilled labor,skilled labor,and professionals. 
E) those operated by skilled operators,unskilled labor,and professionals.

Question 3

Which of the following is high in experience properties?

Accepted Answer

A) clothing 
B) legal services 
C) auto repair 
D) a vacation 
E) a medical diagnosis 
A) clothing 
B) legal services 
C) auto repair 
D) a vacation 
E) a medical diagnosis

Question 4

Airlines feature load factor as a capacity management measure on their marketing dashboards,along with two other measures: the operating expense per available seat flown one mile and the revenue generated by each seat flown one mile,called

Accepted Answer

A) profit per passenger. 
B) average price per passenger. 
C) internal ROI. 
D) unit variable sales. 
E) yield. 
A) profit per passenger. 
B) average price per passenger. 
C) internal ROI. 
D) unit variable sales. 
E) yield.

Question 5

Figure 12-6
  
-According to Figure 12-6 above,Box E represents which dimension of service quality?

Accepted Answer

A) reliability 
B) empathy 
C) tangibility 
D) assurance 
E) responsiveness 
A) reliability 
B) empathy 
C) tangibility 
D) assurance 
E) responsiveness

Question 6

To reduce the uncertainty created by ________ properties,service consumers turn to personal sources of information such as opinion leaders,early adopters,and reference group members during the purchase decision process.

Accepted Answer

A) search 
B) credence 
C) experience 
D) expertise 
E) quality 
A) search 
B) credence 
C) experience 
D) expertise 
E) quality

Question 7

Sarah has a backache due to overexertion.She believes a massage would loosen her back muscles and help her feel better.She is concerned because a massage,unlike a pair of shoes,cannot be experienced or seen before she buys it.Which characteristic of services is she concerned about?

Accepted Answer

A) incongruity 
B) inconsistency 
C) intangibility 
D) inventory costs 
E) inseparability 
A) incongruity 
B) inconsistency 
C) intangibility 
D) inventory costs 
E) inseparability

Question 8

Many of the changes in the services industry in the future will be driven by which of these factors?

Accepted Answer

A) reverse marketing 
B) global development 
C) global service branding 
D) sustainability 
E) ethnocentricity 
A) reverse marketing 
B) global development 
C) global service branding 
D) sustainability 
E) ethnocentricity

Question 9

As a dimension of service quality,responsiveness is

Accepted Answer

A) the ability to perform the promised service dependably and accurately. 
B) the appearance of physical facilities,equipment,personnel,and communication materials. 
C) the willingness to help customers and provide prompt service. 
D) the knowledge and courtesy of employees and their ability to convey trust and confidence. 
E) caring,individualized attention provided to customers. 
A) the ability to perform the promised service dependably and accurately. 
B) the appearance of physical facilities,equipment,personnel,and communication materials. 
C) the willingness to help customers and provide prompt service. 
D) the knowledge and courtesy of employees and their ability to convey trust and confidence. 
E) caring,individualized attention provided to customers.

Question 10

Which of the following statements about service failures is most accurate?

Accepted Answer

A) Only 5 to 10 percent of dissatisfied customers choose to complain to the company. 
B) Once customers complain,they expect all of their demands to be met. 
C) Only 20 percent of consumers will give a company a second chance if they are not fully satisfied during the first encounter. 
D) People are twice as likely to share good service experiences as bad experiences. 
E) Monitoring social media websites causes unwarranted action since complaints are usually isolated instances and are not indicative of the actual service delivered. 
A) Only 5 to 10 percent of dissatisfied customers choose to complain to the company. 
B) Once customers complain,they expect all of their demands to be met. 
C) Only 20 percent of consumers will give a company a second chance if they are not fully satisfied during the first encounter. 
D) People are twice as likely to share good service experiences as bad experiences. 
E) Monitoring social media websites causes unwarranted action since complaints are usually isolated instances and are not indicative of the actual service delivered.

Question 11

Services can be classified by their method of delivery.Services such as ATMs,taxis,and airlines are considered

Accepted Answer

A) government-delivered services. 
B) people-delivered services. 
C) fee-delivered services. 
D) equipment-delivered services. 
E) nonprofit-delivered services. 
A) government-delivered services. 
B) people-delivered services. 
C) fee-delivered services. 
D) equipment-delivered services. 
E) nonprofit-delivered services.

Question 12

When banks are closed,they can offer value to their customers through automatic teller machines (ATMs).This self-service technology also comes with a downside since the ATMs are perceived as being less

Accepted Answer

A) convenient. 
B) reliable. 
C) personal. 
D) safe. 
E) accurate. 
A) convenient. 
B) reliable. 
C) personal. 
D) safe. 
E) accurate.

Question 13

Sterile Feral,Inc. ,is a nonprofit organization that catches wild or stray cats,and then neuters,vaccinates,and releases them.Veterinarians are particularly impressed with how effectively and safely the organization performs its service each and every time.With which service quality dimension are veterinarians most impressed?

Accepted Answer

A) assurance 
B) tangibility 
C) reliability 
D) credibility 
E) empathy 
A) assurance 
B) tangibility 
C) reliability 
D) credibility 
E) empathy

Question 14

Recent surveys of consumers have indicated that while customers of many services are interested in being "relationship customers," they require that the relationship be balanced in terms of

Accepted Answer

A) honesty,a lack of prejudice,and empathy. 
B) loyalty,benefits,value,kinds of connections,and respect for privacy. 
C) loyalty,honesty,and integrity. 
D) financial benefits,product benefits,and preferential treatment. 
E) financial benefits,product benefits,and personal benefits. 
A) honesty,a lack of prejudice,and empathy. 
B) loyalty,benefits,value,kinds of connections,and respect for privacy. 
C) loyalty,honesty,and integrity. 
D) financial benefits,product benefits,and preferential treatment. 
E) financial benefits,product benefits,and personal benefits.

Question 15

Jack graduated from law school and took his mom to dinner after the ceremony.At the restaurant,the server filled their water glasses,checked on their table,and took care of their requests.Jack noted that the last time he was at this restaurant,the experience was much worse.This scenario illustrates the ________ of services.

Accepted Answer

A) impressionability 
B) intangibility 
C) inseparability 
D) uniqueness of the service 
E) inconsistency 
A) impressionability 
B) intangibility 
C) inseparability 
D) uniqueness of the service 
E) inconsistency

Question 16

The notion that a service organization must focus on its employees before successful programs can be directed at customers is referred to as

Accepted Answer

A) internal analysis. 
B) internal marketing. 
C) external marketing. 
D) stakeholder marketing. 
E) employee marketing. 
A) internal analysis. 
B) internal marketing. 
C) external marketing. 
D) stakeholder marketing. 
E) employee marketing.

A major factor in developing a service marketing strategy is ________ because of the inseparability of services from the producer.

Three categories for equipment-based services are

Which of the following is high in experience properties?

Airlines feature load factor as a capacity management measure on their marketing dashboards,along with two other measures: the operating expense per available seat flown one mile and the revenue generated by each seat flown one mile,called

Figure 12-6 -According to Figure 12-6 above,Box E represents which dimension of service quality?

To reduce the uncertainty created by ________ properties,service consumers turn to personal sources of information such as opinion leaders,early adopters,and reference group members during the purchase decision process.

Sarah has a backache due to overexertion.She believes a massage would loosen her back muscles and help her feel better.She is concerned because a massage,unlike a pair of shoes,cannot be experienced or seen before she buys it.Which characteristic of services is she concerned about?

Many of the changes in the services industry in the future will be driven by which of these factors?

As a dimension of service quality,responsiveness is

Which of the following statements about service failures is most accurate?

Services can be classified by their method of delivery.Services such as ATMs,taxis,and airlines are considered

When banks are closed,they can offer value to their customers through automatic teller machines (ATMs).This self-service technology also comes with a downside since the ATMs are perceived as being less

Recent surveys of consumers have indicated that while customers of many services are interested in being "relationship customers," they require that the relationship be balanced in terms of

The notion that a service organization must focus on its employees before successful programs can be directed at customers is referred to as

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, targeting, and Positioning

Developing New Products and Services

Managing Successful Products, services, and Brands

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising,sales Promotion,and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Writing Successful Marketing and Business Plans: Tips and Guidelines

Financial Statements and Ratios

Filters

Exam 12: Services Marketing

A major factor in developing a service marketing strategy is ________ because of the inseparability of services from the producer.

Three categories for equipment-based services are

Which of the following is high in experience properties?

Airlines feature load factor as a capacity management measure on their marketing dashboards,along with two other measures: the operating expense per available seat flown one mile and the revenue generated by each seat flown one mile,called

Figure 12-6 -According to Figure 12-6 above,Box E represents which dimension of service quality?

To reduce the uncertainty created by ________ properties,service consumers turn to personal sources of information such as opinion leaders,early adopters,and reference group members during the purchase decision process.

Sarah has a backache due to overexertion.She believes a massage would loosen her back muscles and help her feel better.She is concerned because a massage,unlike a pair of shoes,cannot be experienced or seen before she buys it.Which characteristic of services is she concerned about?

Many of the changes in the services industry in the future will be driven by which of these factors?

As a dimension of service quality,responsiveness is

Which of the following statements about service failures is most accurate?

Services can be classified by their method of delivery.Services such as ATMs,taxis,and airlines are considered

When banks are closed,they can offer value to their customers through automatic teller machines (ATMs).This self-service technology also comes with a downside since the ATMs are perceived as being less

Recent surveys of consumers have indicated that while customers of many services are interested in being "relationship customers," they require that the relationship be balanced in terms of

The notion that a service organization must focus on its employees before successful programs can be directed at customers is referred to as

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, targeting, and Positioning

Developing New Products and Services

Managing Successful Products, services, and Brands

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising,sales Promotion,and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Writing Successful Marketing and Business Plans: Tips and Guidelines

Financial Statements and Ratios

Filters