Question 1

The American Red Cross uses marketing to help achieve its goals. As a service, it can be classified as

Accepted Answer

A) a nonprofit organization. 
B) a for-profit organization. 
C) equipment-based. 
D) a business firm. 
E) a governmental agency. 
A) a nonprofit organization. 
B) a for-profit organization. 
C) equipment-based. 
D) a business firm. 
E) a governmental agency.

Question 2

Which generational cohort appreciates the opportunity to engage in collaborative consumption, also known as peer-to-peer sharing or the sharing economy?

Accepted Answer

A) Generation Y 
B) millennials 
C) baby boomers 
D) Generation Z 
E) Generation X 
A) Generation Y 
B) millennials 
C) baby boomers 
D) Generation Z 
E) Generation X

Question 3

Andrea Arenas is the owner of 2 Places at 1 Time, a concierge company. She and her staff of 60 perform everyday services such as walking the dog, picking up cleaning, waiting for the repairman, and going to the post office for people who are too busy to perform these tasks. She is often hired by major corporations to perform services for their harried executives and their spouses. Her clients can evaluate the services that 2 Places at 1 Time provide

Accepted Answer

A) only before they are purchased. 
B) only after they are consumed. 
C) only at the same time as they are purchased or consumed. 
D) before, during, and/or after they are purchased or consumed. 
E) only during consumption or after they are purchased. 
A) only before they are purchased. 
B) only after they are consumed. 
C) only at the same time as they are purchased or consumed. 
D) before, during, and/or after they are purchased or consumed. 
E) only during consumption or after they are purchased.

Question 4

The new sharing economy consists of all of the following except

Accepted Answer

A) outsourcing small jobs in a local neighborhood. 
B) renting tools at Home Depot so users don't have to purchase them. 
C) renting spaces in apartments, homes, and tree houses for short stays. 
D) peer-to-peer ride-sharing. 
E) performing services that provide users with an engaging, unique, authentic, personal, and memorable experience. 
A) outsourcing small jobs in a local neighborhood. 
B) renting tools at Home Depot so users don't have to purchase them. 
C) renting spaces in apartments, homes, and tree houses for short stays. 
D) peer-to-peer ride-sharing. 
E) performing services that provide users with an engaging, unique, authentic, personal, and memorable experience.

Question 5

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 6

As a dimension of service quality, the appearance of physical facilities, equipment, personnel, and communication materials as a dimension of service quality is referred to as

Accepted Answer

A) communication. 
B) responsiveness. 
C) competence. 
D) tangibility. 
E) empathy. 
A) communication. 
B) responsiveness. 
C) competence. 
D) tangibility. 
E) empathy.

Question 7

Integrating the service component of the marketing mix with efforts to influence consumer demand is referred to as

Accepted Answer

A) customer management. 
B) internal marketing. 
C) product management. 
D) capacity management. 
E) seven Ps of services marketing. 
A) customer management. 
B) internal marketing. 
C) product management. 
D) capacity management. 
E) seven Ps of services marketing.

Question 8

The Philadelphia Phillies baseball team may have great hitting and pitching one day, and lose by 10 runs the next day. This is an example of a service being

Accepted Answer

A) inseparable. 
B) inconsistent. 
C) inventoried. 
D) tied to a product. 
E) independent of the quality delivered. 
A) inseparable. 
B) inconsistent. 
C) inventoried. 
D) tied to a product. 
E) independent of the quality delivered.

Question 9

With services, inventory carrying costs are more subjective and are related to

Accepted Answer

A) the minimum number of customers that a service provider can serve and still remain profitable. 
B) the maximum number of customers that a service provider must serve. 
C) overstaffing. 
D) idle production capacity. 
E) a situation that occurs when the primary demand for a service exceeds that number of service deliverers available to meet that demand. 
A) the minimum number of customers that a service provider can serve and still remain profitable. 
B) the maximum number of customers that a service provider must serve. 
C) overstaffing. 
D) idle production capacity. 
E) a situation that occurs when the primary demand for a service exceeds that number of service deliverers available to meet that demand.

Question 10

Services can be classified by their method of delivery. Services that require actions, such as consulting, plumbing, and cleaning, represent

Accepted Answer

A) equipment-based services. 
B) technology-based services. 
C) fee-based services. 
D) people-based services. 
E) nonprofit services. 
A) equipment-based services. 
B) technology-based services. 
C) fee-based services. 
D) people-based services. 
E) nonprofit services.

Question 11

List and explain the key elements of future services.

Accepted Answer

The three key elements of future service

Question 12

The term services refers to

Accepted Answer

A) ideas that consist of a bundle of tangible and intangible attributes that satisfies consumers' needs and is received in exchange for money or something else of value. 
B) intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value. 
C) philanthropic activities performed without expectations of monetary remuneration. 
D) any intangible activity that provides a benefit to a consumer that he or she could not have obtained or performed on his or her own. 
E) any tangible activity that provides a benefit to a consumer that he or she could not have obtained or performed on his or her own. 
A) ideas that consist of a bundle of tangible and intangible attributes that satisfies consumers' needs and is received in exchange for money or something else of value. 
B) intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value. 
C) philanthropic activities performed without expectations of monetary remuneration. 
D) any intangible activity that provides a benefit to a consumer that he or she could not have obtained or performed on his or her own. 
E) any tangible activity that provides a benefit to a consumer that he or she could not have obtained or performed on his or her own.

Question 13

Many restaurants now ask consumers to evaluate their experience on a short questionnaire when they pay their bill. This assessment of consumer expectations and the actual experience they had is called a

Accepted Answer

A) service encounter survey. 
B) customer profile analysis. 
C) gap analysis. 
D) customer contact audit. 
E) service audit. 
A) service encounter survey. 
B) customer profile analysis. 
C) gap analysis. 
D) customer contact audit. 
E) service audit.

Question 14

Services performed by surgeons or lawyers are primarily evaluated on __________ properties.

Accepted Answer

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

Question 15

What type of organization is the U.S. Forest Service, which manages our national park system?

Accepted Answer

A) It is a privately owned firm. 
B) It is a government agency service provider. 
C) It is a good-dominate organization on the service continuum. 
D) It is an organization that does not experience idle production capacity. 
E) Capacity management is not an issue for this organization. 
A) It is a privately owned firm. 
B) It is a government agency service provider. 
C) It is a good-dominate organization on the service continuum. 
D) It is an organization that does not experience idle production capacity. 
E) Capacity management is not an issue for this organization.

Question 16

Developing, pricing, promoting, and delivering services is challenging because the quality of a service is often

Accepted Answer

A) inseparable. 
B) inconsistent. 
C) inventoried. 
D) tied to a product. 
E) independent of the quality delivered. 
A) inseparable. 
B) inconsistent. 
C) inventoried. 
D) tied to a product. 
E) independent of the quality delivered.

Question 17

The highest inventory carrying costs would most likely be for which of the following services?

Accepted Answer

A) real estate agencies 
B) dry cleaners 
C) auto repair centers 
D) amusement parks 
E) hospitals 
A) real estate agencies 
B) dry cleaners 
C) auto repair centers 
D) amusement parks 
E) hospitals

Question 18

Most services have a limited capacity due to the __________ of the service from the service provider and the perishable nature of the service.

Accepted Answer

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

Question 19

When the appearance of the physical facilities, equipment, personnel, and communications materials is important, this 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 20

Recent research suggests that employees' competence, __________, and sincerity of their interactions affect the success of the relationships.

Accepted Answer

A) reliability 
B) empathy 
C) responsiveness 
D) authenticity 
E) friendliness 
A) reliability 
B) empathy 
C) responsiveness 
D) authenticity 
E) friendliness

Exam 12: Services Marketing

The American Red Cross uses marketing to help achieve its goals. As a service, it can be classified as

Which generational cohort appreciates the opportunity to engage in collaborative consumption, also known as peer-to-peer sharing or the sharing economy?

The new sharing economy consists of all of the following except

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

As a dimension of service quality, the appearance of physical facilities, equipment, personnel, and communication materials as a dimension of service quality is referred to as

Integrating the service component of the marketing mix with efforts to influence consumer demand is referred to as

The Philadelphia Phillies baseball team may have great hitting and pitching one day, and lose by 10 runs the next day. This is an example of a service being

With services, inventory carrying costs are more subjective and are related to

Services can be classified by their method of delivery. Services that require actions, such as consulting, plumbing, and cleaning, represent

List and explain the key elements of future services.

The term services refers to

Many restaurants now ask consumers to evaluate their experience on a short questionnaire when they pay their bill. This assessment of consumer expectations and the actual experience they had is called a

Services performed by surgeons or lawyers are primarily evaluated on __________ properties.

What type of organization is the U.S. Forest Service, which manages our national park system?

Developing, pricing, promoting, and delivering services is challenging because the quality of a service is often

The highest inventory carrying costs would most likely be for which of the following services?

Most services have a limited capacity due to the __________ of the service from the service provider and the perishable nature of the service.

When the appearance of the physical facilities, equipment, personnel, and communications materials is important, this represents which dimension of service quality?

Recent research suggests that employees' competence, __________, and sincerity of their interactions affect the success of the relationships.

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

Financial Aspects of Marketing

Building an Effective Marketing Plan

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