Question 1

Figure 12-5
  
-According to Figure 12-5 above,purchases labeled C would most likely be evaluated on ________ properties.

Accepted Answer

A) value 
B) search 
C) credence 
D) experience 
E) expenditure 
A) value 
B) search 
C) credence 
D) experience 
E) expenditure

Question 2

The concept of internal marketing is based on the notion that a service organization must focus on its ________ before successful programs can be directed at customers.

Accepted Answer

A) competitors 
B) prospects 
C) shareholders 
D) employees 
E) suppliers 
A) competitors 
B) prospects 
C) shareholders 
D) employees 
E) suppliers

Question 3

A Delta Airlines ad shows the airline's new seats and emphasizes their size and other benefits,to overcome the ________ of its service.

Accepted Answer

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

Question 4

Giving unauthorized free products or services to customers to inflate their customer satisfaction levels is referred to as

Accepted Answer

A) BOGOs. 
B) Facebook liking. 
C) service sweethearting. 
D) research baiting. 
E) social incentivizing. 
A) BOGOs. 
B) Facebook liking. 
C) service sweethearting. 
D) research baiting. 
E) social incentivizing.

Question 5

Ron had a craving for sushi so he searched yellowpages.com for the name of a restaurant in his vicinity that serves this type of food.When he arrived at his destination,he was impressed with the menu posted outside the door and decided to go in.He was greeted with a smile by a hostess and then immediately seated at a well-appointed table where he was given a warm cloth for his hands.A waiter beautifully presented the food,the rice was the perfect texture and temperature,and the fish was fresh and delicious.Halfway thought the meal,he excused himself to go to the restroom.It was clean,but the paper towel dispenser was empty.He returned to his table,finished his meal,and paid his check.The hostess said good-bye and asked him to return.Which of the following statements about this scenario is most accurate?

Accepted Answer

A) Reading the menu posted outside the door was Ron's first point of interaction in the customer contact audit because if he hadn't liked the selections,he wouldn't have gone into the restaurant. 
B) Being greeted by the hostess was the first point of interaction in the customer contact audit because it was the first "human" encounter with the actual service provider-the restaurant's employee. 
C) The first point of interaction in the customer contact audit wasn't written,it was implied.The real first point in the customer contact audit should have been between Ron and the waiter,not Ron and the hostess.The waiter is wholly responsible for the service quality delivered. 
D) The lack of paper towels in the restroom was the first point of interaction in the customer contact audit because it was the first time his expectations weren't met. 
E) The yellowpages.com ad,the menu on the door,the hostess's greeting,the waiter,the quality and presentation of food,and even the restroom were all important service encounters. 
A) Reading the menu posted outside the door was Ron's first point of interaction in the customer contact audit because if he hadn't liked the selections,he wouldn't have gone into the restaurant. 
B) Being greeted by the hostess was the first point of interaction in the customer contact audit because it was the first "human" encounter with the actual service provider-the restaurant's employee. 
C) The first point of interaction in the customer contact audit wasn't written,it was implied.The real first point in the customer contact audit should have been between Ron and the waiter,not Ron and the hostess.The waiter is wholly responsible for the service quality delivered. 
D) The lack of paper towels in the restroom was the first point of interaction in the customer contact audit because it was the first time his expectations weren't met. 
E) The yellowpages.com ad,the menu on the door,the hostess's greeting,the waiter,the quality and presentation of food,and even the restroom were all important service encounters.

Question 6

The LA Galaxy's primary target market or "core fans" is

Accepted Answer

A) 18- to 34-year-old women. 
B) Hispanics. 
C) all sports fans. 
D) 18- to 34-year-old men. 
E) Generation Z. 
A) 18- to 34-year-old women. 
B) Hispanics. 
C) all sports fans. 
D) 18- to 34-year-old men. 
E) Generation Z.

Question 7

The intangibility element of a service refers to the fact that it

Accepted Answer

A) has value that can only be determined by using subjective criteria. 
B) can't be held,seen,or touched before the purchase decision. 
C) requires the ability to provide the service even in times of no demand. 
D) can maintain or accumulate good will with customers. 
E) can be objectively evaluated. 
A) has value that can only be determined by using subjective criteria. 
B) can't be held,seen,or touched before the purchase decision. 
C) requires the ability to provide the service even in times of no demand. 
D) can maintain or accumulate good will with customers. 
E) can be objectively evaluated.

Question 8

The customer experience with a service should be managed to ensure it

Accepted Answer

A) allows for spontaneity and not be too rigid or planned. 
B) will be unique to each individual customer's experience. 
C) stresses the similarities in style,function,and form of the organization's service relative to the top competitors in the industry. 
D) differentiates a service from other service offerings. 
E) will be independently judged by someone outside the firm to guarantee objectivity. 
A) allows for spontaneity and not be too rigid or planned. 
B) will be unique to each individual customer's experience. 
C) stresses the similarities in style,function,and form of the organization's service relative to the top competitors in the industry. 
D) differentiates a service from other service offerings. 
E) will be independently judged by someone outside the firm to guarantee objectivity.

Question 9

The interaction between a service provider and the consumer such that the two of them co-create value together is due to which element unique to services?

Accepted Answer

A) inventory 
B) intangibility 
C) inseparability 
D) service continuum 
E) inconsistency 
A) inventory 
B) intangibility 
C) inseparability 
D) service continuum 
E) inconsistency

Question 10

The American Red Cross uses social marketing tools such as ________ to increase blood donations.

Accepted Answer

A) blogs 
B) e-mail blasts 
C) wikis 
D) apps 
E) tweets 
A) blogs 
B) e-mail blasts 
C) wikis 
D) apps 
E) tweets

Question 11

Southwest Airlines operates a daily flight between Chicago and Phoenix using a Boeing 737,which has a capacity of 120 passengers.During the past month,the flight has averaged 112 passengers.Once the plane takes off,the empty seats generate no revenue for the airline for that flight.What unique aspect of services does this situation describe?

Accepted Answer

A) incongruity 
B) intangibility 
C) inconsistency 
D) inseparability 
E) idle production capacity 
A) incongruity 
B) intangibility 
C) inconsistency 
D) inseparability 
E) idle production capacity

Question 12

Relationship marketing provides several benefits for service customers,including which of these?

Accepted Answer

A) customized service delivery 
B) no need for comparison shopping 
C) discounted switching costs 
D) implied warranties 
E) strict government quality performance guidelines 
A) customized service delivery 
B) no need for comparison shopping 
C) discounted switching costs 
D) implied warranties 
E) strict government quality performance guidelines

Question 13

Marketers for the LA Galaxy market what basic product?

Accepted Answer

A) a soccer game 
B) popular players 
C) a generic social experience 
D) a winning team 
E) a competitive spirit 
A) a soccer game 
B) popular players 
C) a generic social experience 
D) a winning team 
E) a competitive spirit

Question 14

According to the service continuum,what are offerings such as theaters,advertising agencies,and air travel?

Accepted Answer

A) product-dominated offerings 
B) people-dominated offerings 
C) service-dominated offerings 
D) equipment-dominated offerings 
E) idea-dominated offerings 
A) product-dominated offerings 
B) people-dominated offerings 
C) service-dominated offerings 
D) equipment-dominated offerings 
E) idea-dominated offerings

Question 15

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

Accepted Answer

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

Question 16

According to the service continuum,which of the following offerings has the lowest level of intangibility?

Accepted Answer

A) designer dress 
B) law practice 
C) tutoring service 
D) cat food 
E) baking soda 
A) designer dress 
B) law practice 
C) tutoring service 
D) cat food 
E) baking soda

Question 17

Consumers have more difficulty evaluating services than they do products;the difficulty results from the

Accepted Answer

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

Question 18

After selecting U.S.Bank after a move to a new state,Theresa needed help with her accounts and went to visit a personal banker.She was very impressed with the banker's attitude and willingness to explain certain items to her in terms she could understand.The service Theresa received from the U.S.Bank representative had ________ properties.

Accepted Answer

A) credence 
B) expertise 
C) search 
D) experience 
E) customer relationship 
A) credence 
B) expertise 
C) search 
D) experience 
E) customer relationship

Question 19

The key technological elements of future services include ________ and personalization.

Accepted Answer

A) automation 
B) globalization 
C) mobility 
D) divergence 
E) convenience 
A) automation 
B) globalization 
C) mobility 
D) divergence 
E) convenience

Question 20

The type of analysis that compares the differences between consumers' expectations about a service and their experience with it is referred to as

Accepted Answer

A) customer relationship management. 
B) service encounter differential. 
C) gap analysis. 
D) a customer contact audit. 
E) a service audit. 
A) customer relationship management. 
B) service encounter differential. 
C) gap analysis. 
D) a customer contact audit. 
E) a service audit.

Exam 12: Services Marketing

Figure 12-5 -According to Figure 12-5 above,purchases labeled C would most likely be evaluated on ________ properties.

The concept of internal marketing is based on the notion that a service organization must focus on its ________ before successful programs can be directed at customers.

A Delta Airlines ad shows the airline's new seats and emphasizes their size and other benefits,to overcome the ________ of its service.

Giving unauthorized free products or services to customers to inflate their customer satisfaction levels is referred to as

The LA Galaxy's primary target market or "core fans" is

The intangibility element of a service refers to the fact that it

The customer experience with a service should be managed to ensure it

The interaction between a service provider and the consumer such that the two of them co-create value together is due to which element unique to services?

The American Red Cross uses social marketing tools such as ________ to increase blood donations.

Relationship marketing provides several benefits for service customers,including which of these?

Marketers for the LA Galaxy market what basic product?

According to the service continuum,what are offerings such as theaters,advertising agencies,and air travel?

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

According to the service continuum,which of the following offerings has the lowest level of intangibility?

Consumers have more difficulty evaluating services than they do products;the difficulty results from the

The key technological elements of future services include ________ and personalization.

The type of analysis that compares the differences between consumers' expectations about a service and their experience with it 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

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