Question 1

Clarifying expectations after the sale is a strategy for:

Accepted Answer

A)  Conducting market research 
B)  Resetting customer expectations 
C)  Managing customer education 
D)  Managing horizontal communications 
E)  Exceeding customer expectations 
A)  Conducting market research 
B)  Resetting customer expectations 
C)  Managing customer education 
D)  Managing horizontal communications 
E)  Exceeding customer expectations

Question 2

Inadequate customer communication occurs when:

Accepted Answer

A)  The services have synchronized supply and demand 
B)  Customers are experienced users of the service 
C)  The services are low in credence qualities 
D)  The service is difficult for the customer to evaluate even after it has been delivered 
E)  The services are high priced 
A)  The services have synchronized supply and demand 
B)  Customers are experienced users of the service 
C)  The services are low in credence qualities 
D)  The service is difficult for the customer to evaluate even after it has been delivered 
E)  The services are high priced

Question 3

List and define the four strategies of tangibilization.Give one example of each.

Accepted Answer

(1)Association means linking the service

Question 4

Variations in the supply and demand of services result in:

Accepted Answer

A)  Inadequate management of service promises 
B)  Over-promising in advertising and personal selling 
C)  Insufficient word-of-mouth-communication 
D)  Inadequate horizontal communication 
E)  Differences in policies and procedures across distribution units 
A)  Inadequate management of service promises 
B)  Over-promising in advertising and personal selling 
C)  Insufficient word-of-mouth-communication 
D)  Inadequate horizontal communication 
E)  Differences in policies and procedures across distribution units

Question 5

Because he has a busy practice,new patients for dentist Dr.Kirby Brown are informed that,unless there is an emergency,the first available appointment will be in three months.If they accept the appointment,they will be reminded of their appointment by a courtesy call.This first visit will take about an hour.On this visit,their teeth will be cleaned and x-rayed,their gums will be examined and the dentist will talk to them about future dental treatment needs.Dr.Brown is _____________ to manage customer expectations.

Accepted Answer

A)  Managing horizontal communications 
B)  Making realistic promises 
C)  Offering a service guarantee 
D)  Offering choices 
E)  Coordinating external communication 
A)  Managing horizontal communications 
B)  Making realistic promises 
C)  Offering a service guarantee 
D)  Offering choices 
E)  Coordinating external communication

Question 6

Which of the following products has the highest degree of nonsearchability?

Accepted Answer

A)  Motor oil 
B)  Fresh doughnuts 
C)  A wedding veil 
D)  Fast food 
E)  Massage therapy 
A)  Motor oil 
B)  Fresh doughnuts 
C)  A wedding veil 
D)  Fast food 
E)  Massage therapy

Question 7

Preparing customers for the service process is a strategy for:

Accepted Answer

A)  Managing service promises 
B)  Resetting customer expectations 
C)  Managing customer education 
D)  Managing horizontal communications 
E)  Exceeding customer expectations 
A)  Managing service promises 
B)  Resetting customer expectations 
C)  Managing customer education 
D)  Managing horizontal communications 
E)  Exceeding customer expectations

Question 8

Which provider gap occurs if company communications make service promises about its people that do not mesh with employees' actual behavior?

Accepted Answer

Gap 4,the

Question 9

Customer education is beneficial for closing provider gap 4 when:

Accepted Answer

A)  The supply and demand of the service are not synchronized 
B)  Customers are experienced users of the service 
C)  The services are low in credence qualities 
D)  The services are classified as low-involvement 
E)  The services are high priced 
A)  The supply and demand of the service are not synchronized 
B)  Customers are experienced users of the service 
C)  The services are low in credence qualities 
D)  The services are classified as low-involvement 
E)  The services are high priced

Question 10

Vernon has a used Nordic Track he wants to sell.He has been told to take it to Play It Again Sports.The retail outlet buys used athletic equipment and resells it.Vernon took his Nordic Track to a store near his house and was given $60 for the machine.Later he learned that other Play It Again Sports stores would have paid him at least $100 for the exercise machine and as much as $120.Vernon's dissatisfaction with Play It Again Sports is the result of:

Accepted Answer

A)  Inadequate management of service promises 
B)  Over-promising in advertising and personal selling 
C)  Inadequate customer education 
D)  Inadequate management of customer perceptions 
E)  Differences in policies and procedures across distribution outlets 
A)  Inadequate management of service promises 
B)  Over-promising in advertising and personal selling 
C)  Inadequate customer education 
D)  Inadequate management of customer perceptions 
E)  Differences in policies and procedures across distribution outlets

Question 11

The reason Kente chose to stay at a particular chain of bed & breakfast inns was because its website promises free breakfast at any inn that did not offer a wake-up service.Yet when Kente stayed at one of the chain's inns,she was allowed to oversleep and missed an important sales call even though she had asked to be awakened at seven when she checked in.The inn manager told her that his hotel did not offer a wake-up service and apologized for her inconvenience.He did not offer her a free breakfast and Kente swore never to stay at the inns again.The chain of inns needs to:

Accepted Answer

A)  Underpromise and overdeliver more services 
B)  Coordinate its external communications 
C)  Create more functional internal marketing channels 
D)  Use more centralization of service definition 
E)  Use transformational advertising 
A)  Underpromise and overdeliver more services 
B)  Coordinate its external communications 
C)  Create more functional internal marketing channels 
D)  Use more centralization of service definition 
E)  Use transformational advertising

Question 12

The four strategies of tangibilization proposed by researchers Leonard Berry and Terry Clark are:

Accepted Answer

A)  Documentation,visualization,verification and illustration 
B)  Illustration,verification,documentation and intimation 
C)  Association,physical representation,documentation and visualization 
D)  Association,internalization,testimonials and imitation 
E)  Intimation,allusion,association and documentation 
A)  Documentation,visualization,verification and illustration 
B)  Illustration,verification,documentation and intimation 
C)  Association,physical representation,documentation and visualization 
D)  Association,internalization,testimonials and imitation 
E)  Intimation,allusion,association and documentation

Question 13

Which of the following describes a reason why integrated marketing communications have not been the norm in many companies?

Accepted Answer

A)  Employees circumvent interactive communication norms 
B)  Communication autonomy often leads to employee ambiguity 
C)  Customer empowerment is short-term 
D)  Various parts of the company are responsible for different aspects of communication 
E)  The servicescape is designed to impede external communication 
A)  Employees circumvent interactive communication norms 
B)  Communication autonomy often leads to employee ambiguity 
C)  Customer empowerment is short-term 
D)  Various parts of the company are responsible for different aspects of communication 
E)  The servicescape is designed to impede external communication

Question 14

The Atlanta Kroger Marketing Area (KMA)publishes a monthly newsletter,Hot Off the Press,to provide information to its employees about food safety and preparation,changes in store policy and exceptional service encounters and the employees who were involved in these encounters.This newsletter is an example of:

Accepted Answer

A)  Vertical communications 
B)  Vertical integration 
C)  Horizontal integration 
D)  Informal communication 
E)  Interactive marketing 
A)  Vertical communications 
B)  Vertical integration 
C)  Horizontal integration 
D)  Informal communication 
E)  Interactive marketing

Question 15

Which of the following is NOT a factor that contributes to service communication challenges?

Accepted Answer

A)  Servicescape omniscience 
B)  Management of service promises 
C)  Service intangibility 
D)  Management of customer expectations 
E)  Customer education 
A)  Servicescape omniscience 
B)  Management of service promises 
C)  Service intangibility 
D)  Management of customer expectations 
E)  Customer education

Question 16

A commercial for Carnival Cruises shows a group of friends scuba diving,rock climbing,dancing,and having a really great time.Which strategy for tangibilization is Carnival using in this commercial?

Accepted Answer

A)  Illumination 
B)  Physical representation 
C)  Allusion 
D)  Documentation 
E)  Visualization 
A)  Illumination 
B)  Physical representation 
C)  Allusion 
D)  Documentation 
E)  Visualization

Question 17

Service providers should never encourage word-of-mouth communication.

Accepted Answer

A) True 
 B)False

Question 18

Under which of the following conditions should a service provider confirm performance to standards and expectations?

Accepted Answer

A)  The customer cannot evaluate the effectiveness of the service. 
B)  The decision maker in the service purchase is different from users of the service. 
C)  The service is performed out of sight of the customer. 
D)  Answers A and C above 
E)  Answers A,B,and C above 
A)  The customer cannot evaluate the effectiveness of the service. 
B)  The decision maker in the service purchase is different from users of the service. 
C)  The service is performed out of sight of the customer. 
D)  Answers A and C above 
E)  Answers A,B,and C above

Question 19

An advertisement for the Four Seasons Hotel featured Marlene Wei,a housekeeper at the Four Seasons Hotel in Chicago.Copy for the advertisement noted that "Marlene is the soul of concern.She cannot sleep well at night unless she is certain you will.Her mission is to enhance your personal comfort and,in turn your professional efficiency the following day".By featuring Marlene Wei in an advertisement,the Four Seasons Hotel is _______ to address service intangibility.

Accepted Answer

A)  Featuring service employees in advertising 
B)  Using brand icons 
C)  Using documentation 
D)  Using viral marketing 
E)  Leveraging social media 
A)  Featuring service employees in advertising 
B)  Using brand icons 
C)  Using documentation 
D)  Using viral marketing 
E)  Leveraging social media

Question 20

Which of the following statements about the Banwari Mittal's properties of intangibility is true?

Accepted Answer

A)  Services such as dental care have less nonsearchability than babysitting 
B)  An ATM is high in incorporeal existence 
C)  Service benefits such as fun and excitement are concrete terms 
D)  Services like doctors,amusement parks and health clubs are typically described in specific terms 
E)  Services such as an MRI or a CAT scan have a high level of mental impalpability 
A)  Services such as dental care have less nonsearchability than babysitting 
B)  An ATM is high in incorporeal existence 
C)  Service benefits such as fun and excitement are concrete terms 
D)  Services like doctors,amusement parks and health clubs are typically described in specific terms 
E)  Services such as an MRI or a CAT scan have a high level of mental impalpability

Clarifying expectations after the sale is a strategy for:

Inadequate customer communication occurs when:

List and define the four strategies of tangibilization.Give one example of each.

Variations in the supply and demand of services result in:

Which of the following products has the highest degree of nonsearchability?

Preparing customers for the service process is a strategy for:

Which provider gap occurs if company communications make service promises about its people that do not mesh with employees' actual behavior?

Customer education is beneficial for closing provider gap 4 when:

The four strategies of tangibilization proposed by researchers Leonard Berry and Terry Clark are:

Which of the following describes a reason why integrated marketing communications have not been the norm in many companies?

Which of the following is NOT a factor that contributes to service communication challenges?

A commercial for Carnival Cruises shows a group of friends scuba diving,rock climbing,dancing,and having a really great time.Which strategy for tangibilization is Carnival using in this commercial?

Service providers should never encourage word-of-mouth communication.

Under which of the following conditions should a service provider confirm performance to standards and expectations?

Which of the following statements about the Banwari Mittal's properties of intangibility is true?

Introduction to Services

Conceptual Framework of the Book: The GAPS Model of Service Quality

Customer Expectations of Service

Customer Perceptions of Service

Listening to Customers Through Research

Building Customer Relationships

Service Recovery

Service Innovation and Design

Customer-Defined Service Standards

Physical Evidence and the Servicescape

Employees Roles in Service Delivery

Customers Roles in Service Delivery

Managing Demand and Capacity

Pricing of Services

The Financial and Economic Impact of Service

Filters

Exam 14: Integrated Service Marketing Communications

Clarifying expectations after the sale is a strategy for:

Inadequate customer communication occurs when:

List and define the four strategies of tangibilization.Give one example of each.

Variations in the supply and demand of services result in:

Which of the following products has the highest degree of nonsearchability?

Preparing customers for the service process is a strategy for:

Which provider gap occurs if company communications make service promises about its people that do not mesh with employees' actual behavior?

Customer education is beneficial for closing provider gap 4 when:

The four strategies of tangibilization proposed by researchers Leonard Berry and Terry Clark are:

Which of the following describes a reason why integrated marketing communications have not been the norm in many companies?

Which of the following is NOT a factor that contributes to service communication challenges?

A commercial for Carnival Cruises shows a group of friends scuba diving,rock climbing,dancing,and having a really great time.Which strategy for tangibilization is Carnival using in this commercial?

Service providers should never encourage word-of-mouth communication.

Under which of the following conditions should a service provider confirm performance to standards and expectations?

Which of the following statements about the Banwari Mittal's properties of intangibility is true?

Introduction to Services

Conceptual Framework of the Book: The GAPS Model of Service Quality

Customer Expectations of Service

Customer Perceptions of Service

Listening to Customers Through Research

Building Customer Relationships

Service Recovery

Service Innovation and Design

Customer-Defined Service Standards

Physical Evidence and the Servicescape

Employees Roles in Service Delivery

Customers Roles in Service Delivery

Managing Demand and Capacity

Pricing of Services

The Financial and Economic Impact of Service

Filters