Question 1

Tangible products have ________ properties,such as color,size,and style,which can be determined before purchase.

Accepted Answer

A) search 
B) form 
C) experience 
D) credence 
E) brand 
A) search 
B) form 
C) experience 
D) credence 
E) brand

Question 2

The two basic components of a customer's evaluation of a service are

Accepted Answer

A) expectations and customer contact. 
B) expectations and experience. 
C) intangibility and inconsistency. 
D) experience and credence. 
E) inconsistency and inseparability. 
A) expectations and customer contact. 
B) expectations and experience. 
C) intangibility and inconsistency. 
D) experience and credence. 
E) inconsistency and inseparability.

Question 3

Compared with people-based services,equipment-based services do not have the marketing concern of

Accepted Answer

A) intangibility. 
B) insensitivity. 
C) inventory. 
D) inconsistency. 
E) immeasurability. 
A) intangibility. 
B) insensitivity. 
C) inventory. 
D) inconsistency. 
E) immeasurability.

Question 4

Organizations attempt to reduce inconsistency in their services by

Accepted Answer

A) paying higher incentives to employees to encourage satisfactory performance. 
B) reducing incentives available to employees because of poor performance. 
C) reducing the customer contact points in the service delivery process. 
D) providing standardization and training. 
E) exercising better hiring practices. 
A) paying higher incentives to employees to encourage satisfactory performance. 
B) reducing incentives available to employees because of poor performance. 
C) reducing the customer contact points in the service delivery process. 
D) providing standardization and training. 
E) exercising better hiring practices.

Question 5

The trend toward sustainability and "green" business practices has expanded to include many services as they strive to

Accepted Answer

A) comply with FDA rules. 
B) increase their energy use. 
C) reduce their capacity. 
D) create a competitive advantage. 
E) minimize consumer involvement. 
A) comply with FDA rules. 
B) increase their energy use. 
C) reduce their capacity. 
D) create a competitive advantage. 
E) minimize consumer involvement.

Question 6

To help consumers assess and compare its airline service,Frontier Airlines uses personable animal characters in its advertising to announce and describe benefits,such as leather seats and "stretch" seating,to help deal with the

Accepted Answer

A) incongruity of the service. 
B) inseparability of the service. 
C) intangibility of the service. 
D) inflexibility of the service. 
E) interdependence of the service. 
A) incongruity of the service. 
B) inseparability of the service. 
C) intangibility of the service. 
D) inflexibility of the service. 
E) interdependence of the service.

Question 7

Services can be classified according to whether the provider

Accepted Answer

A) is national or global. 
B) uses independent contractors or not. 
C) is privately owned or publicly owned. 
D) is owned by individuals or corporations. 
E) is a for-profit or nonprofit organization or a government agency. 
A) is national or global. 
B) uses independent contractors or not. 
C) is privately owned or publicly owned. 
D) is owned by individuals or corporations. 
E) is a for-profit or nonprofit organization or a government agency.

Question 8

Services such as restaurants and child care are evaluated on ________ properties.

Accepted Answer

A) search 
B) form 
C) experience 
D) credence 
E) performance 
A) search 
B) form 
C) experience 
D) credence 
E) performance

Question 9

Which of the following is high in credence properties?

Accepted Answer

A) clothing 
B) vacation 
C) jewelry 
D) houses 
E) auto repair 
A) clothing 
B) vacation 
C) jewelry 
D) houses 
E) auto repair

Question 10

As a dimension of service quality,the caring,individualized attention provided to customers as a dimension of service quality is referred to as

Accepted Answer

A) reliability. 
B) responsiveness. 
C) competence. 
D) assurance. 
E) empathy. 
A) reliability. 
B) responsiveness. 
C) competence. 
D) assurance. 
E) empathy.

Question 11

Which of the following statements about relationship marketing is most accurate?

Accepted Answer

A) The number of encounters in a service experience should always be the same. 
B) The service encounter represents an opportunity to develop social bonds with customers. 
C) An after-holiday sale is a good incentive to create a loyal customer relationship. 
D) The purpose of relationship marketing is to benefit the customer,not the organization. 
E) A major customer benefit of relationship marketing is a reduction in the price that is paid for the services an organization renders. 
A) The number of encounters in a service experience should always be the same. 
B) The service encounter represents an opportunity to develop social bonds with customers. 
C) An after-holiday sale is a good incentive to create a loyal customer relationship. 
D) The purpose of relationship marketing is to benefit the customer,not the organization. 
E) A major customer benefit of relationship marketing is a reduction in the price that is paid for the services an organization renders.

Question 12

A nonprofit organization may pay taxes if

Accepted Answer

A) excess revenues exceed 20 percent of the budget. 
B) the organization is not considered to be a religious institution. 
C) revenue is received from overseas subsidiaries. 
D) revenue-generating holdings are not directly related to the organization's core mission. 
E) money is spent on research and development,then it is taxed at a significantly lower rate. 
A) excess revenues exceed 20 percent of the budget. 
B) the organization is not considered to be a religious institution. 
C) revenue is received from overseas subsidiaries. 
D) revenue-generating holdings are not directly related to the organization's core mission. 
E) money is spent on research and development,then it is taxed at a significantly lower rate.

Question 13

Services incorporate the four I's of product marketing.How would each of these four elements apply to a stock brokerage service?

Accepted Answer

The four unique elements of services are

Question 14

Which of the following statements regarding service branding is most accurate?

Accepted Answer

A) New services cannot be patented. 
B) Because services are intangible and more difficult to describe,brand names and logos are of critical importance. 
C) Services must include the word service in all their brand names. 
D) Service firms without a brand reputation find it easy to introduce new services. 
E) All service logos and brands must be designated with the "ˢᴹ" symbol. 
A) New services cannot be patented. 
B) Because services are intangible and more difficult to describe,brand names and logos are of critical importance. 
C) Services must include the word service in all their brand names. 
D) Service firms without a brand reputation find it easy to introduce new services. 
E) All service logos and brands must be designated with the "ˢᴹ" symbol.

Question 15

What primary marketing metric does the LA Galaxy use to assess the impact of its marketing actions?

Accepted Answer

A) sponsorships 
B) ticket sales 
C) promotion-to-sales ratio relative to other MLS teams 
D) broadcast rights fees 
E) merchandise sales 
A) sponsorships 
B) ticket sales 
C) promotion-to-sales ratio relative to other MLS teams 
D) broadcast rights fees 
E) merchandise sales

Question 16

Customers will often judge the ________ of the service experience based on the performance of the people providing the service.

Accepted Answer

A) price 
B) productivity 
C) process 
D) quality 
E) physical environment 
A) price 
B) productivity 
C) process 
D) quality 
E) physical environment

Question 17

While there are the four Ps of marketing,there are the ________ Ps of services marketing.

Accepted Answer

A) three 
B) five 
C) six 
D) seven 
E) eight 
A) three 
B) five 
C) six 
D) seven 
E) eight

Question 18

A customer contact audit refers to

Accepted Answer

A) the initial contact between a service provider and the ultimate consumer. 
B) a flowchart of the points of interaction between a consumer and a service provider. 
C) a method of consumer evaluation of service quality and consistency. 
D) an estimation of demand based on service forecasting techniques. 
E) a systematic assessment of a service provider's objectives,strategies,and performance in terms of social responsibility. 
A) the initial contact between a service provider and the ultimate consumer. 
B) a flowchart of the points of interaction between a consumer and a service provider. 
C) a method of consumer evaluation of service quality and consistency. 
D) an estimation of demand based on service forecasting techniques. 
E) a systematic assessment of a service provider's objectives,strategies,and performance in terms of social responsibility.

Question 19

The ________ cost of a service is the cost of paying the person used to provide the service along with any needed equipment.

Accepted Answer

A) intangibility 
B) inconsistency 
C) inseparability 
D) inventory 
E) hidden 
A) intangibility 
B) inconsistency 
C) inseparability 
D) inventory 
E) hidden

Question 20

What is internal marketing? Why is it important in services marketing?

Accepted Answer

Internal marketing is based on the notio

Exam 12: Services Marketing

Tangible products have ________ properties,such as color,size,and style,which can be determined before purchase.

The two basic components of a customer's evaluation of a service are

Compared with people-based services,equipment-based services do not have the marketing concern of

Organizations attempt to reduce inconsistency in their services by

The trend toward sustainability and "green" business practices has expanded to include many services as they strive to

To help consumers assess and compare its airline service,Frontier Airlines uses personable animal characters in its advertising to announce and describe benefits,such as leather seats and "stretch" seating,to help deal with the

Services can be classified according to whether the provider

Services such as restaurants and child care are evaluated on ________ properties.

Which of the following is high in credence properties?

As a dimension of service quality,the caring,individualized attention provided to customers as a dimension of service quality is referred to as

Which of the following statements about relationship marketing is most accurate?

A nonprofit organization may pay taxes if

Services incorporate the four I's of product marketing.How would each of these four elements apply to a stock brokerage service?

Which of the following statements regarding service branding is most accurate?

What primary marketing metric does the LA Galaxy use to assess the impact of its marketing actions?

Customers will often judge the ________ of the service experience based on the performance of the people providing the service.

While there are the four Ps of marketing,there are the ________ Ps of services marketing.

A customer contact audit refers to

The ________ cost of a service is the cost of paying the person used to provide the service along with any needed equipment.

What is internal marketing? Why is it important in services marketing?

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