Question 1

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 2

The dimension of service quality called __________ is the ability to perform the promised service dependably and accurately.

Accepted Answer

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

Question 3

Most marketing experts agree that it is best to _________________ service failures, particularly when the failure is viewed to be the result of a controllable factor.

Accepted Answer

A) ignore 
B) argue with 
C) respond to 
D) blog about 
E) consider 
A) ignore 
B) argue with 
C) respond to 
D) blog about 
E) consider

Question 4

When customers buy services, they also consider nonmonetary costs, such as the __________ efforts required to consume the service.

Accepted Answer

A) emotional and physiological 
B) psychological and intellectual 
C) physical and moral 
D) physical and ethical 
E) mental and physical 
A) emotional and physiological 
B) psychological and intellectual 
C) physical and moral 
D) physical and ethical 
E) mental and physical

Question 5

What aspect of the product/service element of the marketing mix warrants special attention by service marketers?

Accepted Answer

Branding-since services are intangible,

Question 6

The brochure for Spa Sydell has photographs of people enjoying the various spa amenities. By seeing the pictures of available treatments at the spa, a customer has a better idea of what she is buying. Spa Sydell uses a brochure to help customers deal with the __________ that is associated with using the 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 7

Because of the intangible nature of services, consumers often perceive price as a possible indicator of the __________ of the service.

Accepted Answer

A) profit or ROI 
B) customer value 
C) quality 
D) target market 
E) cost 
A) profit or ROI 
B) customer value 
C) quality 
D) target market 
E) cost

Question 8

The actual procedures, mechanisms, and flow of activities by which a service is created and delivered is referred to as

Accepted Answer

A) process. 
B) procedure. 
C) productivity. 
D) protocol. 
E) plan. 
A) process. 
B) procedure. 
C) productivity. 
D) protocol. 
E) plan.

Question 9

Services are

Accepted Answer

A) the tangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value. 
B) the activities provided to complement a tangible good, such as technical support for a computer. 
C) any activity required for the production of a good that cannot be completed in-house and must be outsourced to another firm. 
D) the human (nonmechanical) component that is part of the manufacturing process. 
E) the intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value. 
A) the tangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value. 
B) the activities provided to complement a tangible good, such as technical support for a computer. 
C) any activity required for the production of a good that cannot be completed in-house and must be outsourced to another firm. 
D) the human (nonmechanical) component that is part of the manufacturing process. 
E) the intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value.

Question 10

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 11

There are five key dimensions of service quality:

Accepted Answer

A) reliability, responsiveness, competence, courtesy, and empathy. 
B) knowledge, responsiveness, respect, diligence, and honesty. 
C) honesty, respect, empathy, reliability, and diligence. 
D) reliability, competence, alacrity, fairness, and product knowledge. 
E) reliability, tangibility, responsiveness, assurance, and empathy. 
A) reliability, responsiveness, competence, courtesy, and empathy. 
B) knowledge, responsiveness, respect, diligence, and honesty. 
C) honesty, respect, empathy, reliability, and diligence. 
D) reliability, competence, alacrity, fairness, and product knowledge. 
E) reliability, tangibility, responsiveness, assurance, and empathy.

Question 12

Another version of a customer contact audit that includes all employee actions and acknowledges that services are designed to be "experiences" is referred to as

Accepted Answer

A) a service continuum. 
B) gap analysis. 
C) a service blueprint. 
D) an experience economy. 
E) a service audit. 
A) a service continuum. 
B) gap analysis. 
C) a service blueprint. 
D) an experience economy. 
E) a service audit.

Question 13

When willingness to help customers and provide prompt service is important, this represents which dimension of service quality?

Accepted Answer

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

Question 14

An expanded marketing mix for services that includes the four Ps (product, price, promotion, and place or distribution) as well as people, physical environment, and process, is referred to as the

Accepted Answer

A) seven Ps of services marketing. 
B) service matrix. 
C) service continuum. 
D) service encounters. 
E) service mix. 
A) seven Ps of services marketing. 
B) service matrix. 
C) service continuum. 
D) service encounters. 
E) service mix.

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

The dimension of service quality called __________ is the ability to perform the promised service dependably and accurately.

Most marketing experts agree that it is best to _________________ service failures, particularly when the failure is viewed to be the result of a controllable factor.

When customers buy services, they also consider nonmonetary costs, such as the __________ efforts required to consume the service.

What aspect of the product/service element of the marketing mix warrants special attention by service marketers?

Because of the intangible nature of services, consumers often perceive price as a possible indicator of the __________ of the service.

The actual procedures, mechanisms, and flow of activities by which a service is created and delivered is referred to as

Services are

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

There are five key dimensions of service quality:

Another version of a customer contact audit that includes all employee actions and acknowledges that services are designed to be "experiences" is referred to as

When willingness to help customers and provide prompt service is important, this represents which dimension of service quality?

An expanded marketing mix for services that includes the four Ps (product, price, promotion, and place or distribution) as well as people, physical environment, and process, is referred to as the

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

Filters

Exam 12: Services Marketing

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

The dimension of service quality called __________ is the ability to perform the promised service dependably and accurately.

Most marketing experts agree that it is best to _________________ service failures, particularly when the failure is viewed to be the result of a controllable factor.

When customers buy services, they also consider nonmonetary costs, such as the __________ efforts required to consume the service.

What aspect of the product/service element of the marketing mix warrants special attention by service marketers?

Because of the intangible nature of services, consumers often perceive price as a possible indicator of the __________ of the service.

The actual procedures, mechanisms, and flow of activities by which a service is created and delivered is referred to as

Services are

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

There are five key dimensions of service quality:

Another version of a customer contact audit that includes all employee actions and acknowledges that services are designed to be "experiences" is referred to as

When willingness to help customers and provide prompt service is important, this represents which dimension of service quality?

An expanded marketing mix for services that includes the four Ps (product, price, promotion, and place or distribution) as well as people, physical environment, and process, is referred to as the

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

Filters