Question 1

List and define the five dimensions of service quality described in the textbook.

Accepted Answer

According to the textbook, the dimension

Question 2

The process of managing the entire customer experience with the company is referred to as

Accepted Answer

A) services marketing. 
B) internal marketing. 
C) customer experience management. 
D) relationship marketing. 
E) gap analysis. 
A) services marketing. 
B) internal marketing. 
C) customer experience management. 
D) relationship marketing. 
E) gap analysis.

Question 3

Southwest Airlines operates five flights daily between Chicago and Phoenix during the winter. One flight leaves Phoenix at 12:10 p.m. The plane, a Boeing 737, has a capacity of 120 passengers. During the past month, the flight has averaged 24 passengers, a load factor of only 20 percent. 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 4

Services can be classified according to whether they are delivered by: (1) people or equipment, (2) __________, or (3) government agencies.

Accepted Answer

A) national or global 
B) performed by independent contractors 
C) privately owned or publicly owned 
D) owned by individuals or corporations 
E) for-profit or nonprofit organizations 
A) national or global 
B) performed by independent contractors 
C) privately owned or publicly owned 
D) owned by individuals or corporations 
E) for-profit or nonprofit organizations

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. The food was beautifully presented, 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. The first point in his customer contact audit was

Accepted Answer

A) searching yellowpages.com. 
B) reading the menu on the door. 
C) being greeted by the hostess. 
D) being seated at his table. 
E) receiving his meal. 
A) searching yellowpages.com. 
B) reading the menu on the door. 
C) being greeted by the hostess. 
D) being seated at his table. 
E) receiving his meal.

Question 6

Sarah has a backache due to overexertion. She believes a massage would loosen her back muscles and make her feel better. She is concerned because a massage, unlike a pair of shoes, cannot be felt before she buys it. Sarah realizes massages have __________ properties.

Accepted Answer

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

Question 7

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 8

Service organizations must manage the availability of the offering so that: (1) __________, and (2) the organization's assets are used in ways that will maximize the return on investment (ROI).

Accepted Answer

A) marginal costs exceeds marginal revenues 
B) service encounters can identify planning gaps 
C) demand matches capacity over the duration of the demand cycle 
D) the price elasticity of demand is unitary 
E) the service experience is consistent with the sharing economy standards of the organization's industry 
A) marginal costs exceeds marginal revenues 
B) service encounters can identify planning gaps 
C) demand matches capacity over the duration of the demand cycle 
D) the price elasticity of demand is unitary 
E) the service experience is consistent with the sharing economy standards of the organization's industry

Question 9

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

Question 10

The emergency room staff in Houston's largest hospital is pleasantly surprised when a four-day Fourth of July weekend brings in few accident victims for treatment. They know from experience that such public holidays usually have high rates of accidents. For the hospital's business office, the lower demand for the emergency room services means

Accepted Answer

A) a break in the service continuum. 
B) its services are no longer tangible. 
C) its services can be separated from the staff. 
D) the hospital has idle production capacity. 
E) an opportunity for gap analysis. 
A) a break in the service continuum. 
B) its services are no longer tangible. 
C) its services can be separated from the staff. 
D) the hospital has idle production capacity. 
E) an opportunity for gap analysis.

Question 11

Another name for the steps in the service delivery process is

Accepted Answer

A) service interactions. 
B) access points. 
C) path-analysis. 
D) service encounters. 
E) wheel of services. 
A) service interactions. 
B) access points. 
C) path-analysis. 
D) service encounters. 
E) wheel of services.

Question 12

The dimension of service quality called __________ is knowledge and courtesy of employees and their ability to convey trust and confidence.

Accepted Answer

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

Question 13

An American 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 14

The less-expensive matinee movie pricing offered on shows prior to 4 p.m. is an example of

Accepted Answer

A) price lining. 
B) price differentiation. 
C) off-peak pricing. 
D) bait-and-switch pricing. 
E) idle production pricing. 
A) price lining. 
B) price differentiation. 
C) off-peak pricing. 
D) bait-and-switch pricing. 
E) idle production pricing.

Question 15

Which of the following is the best example of an equipment-based service?

Accepted Answer

A) lawn care 
B) doctors 
C) taxis 
D) lawyers 
E) janitorial services 
A) lawn care 
B) doctors 
C) taxis 
D) lawyers 
E) janitorial services

Question 16

The inventory carrying costs of real estate agencies are low because they

Accepted Answer

A) use a straight salary compensation plan. 
B) allow personnel to work any hours a day and any number of days per week. 
C) decrease the number of workdays per week, but increase the hours per day. 
D) have employees who work on commission and need little expensive equipment. 
E) are responsible for their own training, transportation, and supplies. 
A) use a straight salary compensation plan. 
B) allow personnel to work any hours a day and any number of days per week. 
C) decrease the number of workdays per week, but increase the hours per day. 
D) have employees who work on commission and need little expensive equipment. 
E) are responsible for their own training, transportation, and supplies.

Question 17

Airlines feature load factor as a __________ measure on their marketing dashboards.

Accepted Answer

A) productivity 
B) price differentiation 
C) tangibility 
D) capacity management 
E) profitability 
A) productivity 
B) price differentiation 
C) tangibility 
D) capacity management 
E) profitability

Question 18

Inseparability in services means consumers

Accepted Answer

A) see little variation from one service provider in an industry to another. 
B) are unable to differentiate price from quality. 
C) cannot evaluate a service until it is being or has been used. 
D) cannot separate the service itself from the deliverer of the service. 
E) cannot separate themselves from the deliverer of the service. 
A) see little variation from one service provider in an industry to another. 
B) are unable to differentiate price from quality. 
C) cannot evaluate a service until it is being or has been used. 
D) cannot separate the service itself from the deliverer of the service. 
E) cannot separate themselves from the deliverer of the service.

Question 19

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 20

Describe the three ways services can be classified.

Accepted Answer

Services can be classified three ways ba

Exam 12: Services Marketing

List and define the five dimensions of service quality described in the textbook.

The process of managing the entire customer experience with the company is referred to as

Services can be classified according to whether they are delivered by: (1) people or equipment, (2) __________, or (3) government agencies.

Sarah has a backache due to overexertion. She believes a massage would loosen her back muscles and make her feel better. She is concerned because a massage, unlike a pair of shoes, cannot be felt before she buys it. Sarah realizes massages have __________ properties.

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

Service organizations must manage the availability of the offering so that: (1) __________, and (2) the organization's assets are used in ways that will maximize the return on investment (ROI).

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

Another name for the steps in the service delivery process is

The dimension of service quality called __________ is knowledge and courtesy of employees and their ability to convey trust and confidence.

An American Airlines ad shows the airline's new seats and emphasizes their size and other benefits, to overcome the __________ of its service.

The less-expensive matinee movie pricing offered on shows prior to 4 p.m. is an example of

Which of the following is the best example of an equipment-based service?

The inventory carrying costs of real estate agencies are low because they

Airlines feature load factor as a __________ measure on their marketing dashboards.

Inseparability in services means consumers

A nonprofit organization may pay taxes if

Describe the three ways services can be classified.

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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