Question 1

Which of the following is high in credence properties?

Accepted Answer

A) clothing 
B) vacation 
C) jewelry 
D) houses 
E) medical diagnoses 
A) clothing 
B) vacation 
C) jewelry 
D) houses 
E) medical diagnoses

Question 2

What does idle production capacity refer to?

Accepted Answer

A) a situation where the demand for exceeds the availability of service providers and as a result, no services can be offered 
B) when the supply of service providers exceeds the primary demand for the service 
C) a situation where a service provider is available but there is no demand for the service 
D) integrating the service component of the marketing mix with efforts to influence consumer demand 
E) the potential profits of one service provider serving multiple clients at the same time 
A) a situation where the demand for exceeds the availability of service providers and as a result, no services can be offered 
B) when the supply of service providers exceeds the primary demand for the service 
C) a situation where a service provider is available but there is no demand for the service 
D) integrating the service component of the marketing mix with efforts to influence consumer demand 
E) the potential profits of one service provider serving multiple clients at the same time

Question 3

The FedEx brand name suggests the possibility that it is government sanctioned and fast. This perception is important because of which unique characteristic of services?

Accepted Answer

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

Question 4

To help consumers assess and compare its airline service, Frontier Airlines uses personable animal characters in its advertising to announce and describe benefits, such as leather seats and "stretch" seating, to help deal with the

Accepted Answer

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

Question 5

Inventory carrying costs can be reduced by

Accepted Answer

A) using a straight salary compensation plan. 
B) hiring additional full-time personnel. 
C) allowing personnel to work overtime. 
D) increasing the hours worked per week. 
E) using a commission compensation system. 
A) using a straight salary compensation plan. 
B) hiring additional full-time personnel. 
C) allowing personnel to work overtime. 
D) increasing the hours worked per week. 
E) using a commission compensation system.

Question 6

Sterile Feral, Inc., is a nonprofit organization that catches wild or stray cats, and then neuters, vaccinates, and releases them. The personnel of the nonprofit organization are caring people who love animals and try to do what they can to meet the needs of each cat they care for. The caring nature of the personnel relates to which service quality dimension?

Accepted Answer

A) assurance 
B) tangibility 
C) empathy 
D) reliability 
E) credibility 
A) assurance 
B) tangibility 
C) empathy 
D) reliability 
E) credibility

Question 7

A customer contact audit refers to

Accepted Answer

A) the initial contact between a service provider and the ultimate consumer. 
B) a flowchart of the points of interaction between a consumer and a service provider. 
C) a method of consumer evaluation of service quality and consistency. 
D) an estimation of demand based on service forecasting techniques. 
E) a systematic assessment of a service provider's objectives, strategies, and performance in terms of social responsibility. 
A) the initial contact between a service provider and the ultimate consumer. 
B) a flowchart of the points of interaction between a consumer and a service provider. 
C) a method of consumer evaluation of service quality and consistency. 
D) an estimation of demand based on service forecasting techniques. 
E) a systematic assessment of a service provider's objectives, strategies, and performance in terms of social responsibility.

Question 8

Arnett is looking for a new Internet service provider. The one he currently uses is too slow when loading web pages with ads and videos. In terms of the service quality dimensions, Arnett is unhappy with which dimension of this service?

Accepted Answer

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

Question 9

What is internal marketing? Why is it important in services marketing?

Accepted Answer

Internal marketing is based on the notio

Question 10

The dimension of service quality called __________ is the appearance of physical facilities, equipment, personnel, and communication materials.

Accepted Answer

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

Question 11

Josh is looking for a new smartphone provider because he has grown tired of the many dropped calls, particularly near his school. In terms of the service quality dimensions, Josh is unhappy with which dimension of his service?

Accepted Answer

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

Question 12

Three categories for equipment-based services are

Accepted Answer

A) unskilled labor, those operated by relatively unskilled operators, and self-serve. 
B) professionals, those operated by relatively unskilled operators, and automated. 
C) automated (self-serve), those operated by relatively unskilled operators, and those operated by skilled operators. 
D) unskilled labor, skilled labor, and professionals. 
E) those operated by skilled operators, unskilled labor, and professionals. 
A) unskilled labor, those operated by relatively unskilled operators, and self-serve. 
B) professionals, those operated by relatively unskilled operators, and automated. 
C) automated (self-serve), those operated by relatively unskilled operators, and those operated by skilled operators. 
D) unskilled labor, skilled labor, and professionals. 
E) those operated by skilled operators, unskilled labor, and professionals.

Question 13

Sarah has a toothache. She believes it may be due to her not having regular dental checkups in the past. She now wants to find a dentist, but does not have one that she has used in the past. Because dentistry has __________ properties, Sarah plans to ask her friends for a recommendation for a dentist they like to be sure that she finds a good one.

Accepted Answer

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

Question 14

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) pay-for-research. 
E) social incentivizing. 
A) BOGOs. 
B) Facebook "liking." 
C) service sweethearting. 
D) pay-for-research. 
E) social incentivizing.

Question 15

Which of the following is a point in the customer contact audit for a health club?

Accepted Answer

A) participating in the health club's exercise class 
B) the customer's diet 
C) too much traffic on the way to the club 
D) a willingness to exercise 
E) meeting an attractive gym member 
A) participating in the health club's exercise class 
B) the customer's diet 
C) too much traffic on the way to the club 
D) a willingness to exercise 
E) meeting an attractive gym member

Question 16

The customer experience management (CEM) process should

Accepted Answer

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

Question 17

Where would potatoes, a photographic studio, and a psychologist fit into the service continuum?

Accepted Answer

The service continuum refers to the rang

Question 18

Charging different prices during different times of the day or during different days of the week to reflect variations in demand for a service is referred to as

Accepted Answer

A) capacity pricing. 
B) idle production pricing. 
C) customer contact pricing. 
D) derived demand pricing. 
E) off-peak pricing. 
A) capacity pricing. 
B) idle production pricing. 
C) customer contact pricing. 
D) derived demand pricing. 
E) off-peak pricing.

Question 19

A major factor in developing a service marketing strategy is __________ because of the inseparability of services from the producer.

Accepted Answer

A) product 
B) price or distribution 
C) promotion 
D) place 
E) process 
A) product 
B) price or distribution 
C) promotion 
D) place 
E) process

Question 20

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

Accepted Answer

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

Exam 12: Services Marketing

Which of the following is high in credence properties?

What does idle production capacity refer to?

The FedEx brand name suggests the possibility that it is government sanctioned and fast. This perception is important because of which unique characteristic of services?

To help consumers assess and compare its airline service, Frontier Airlines uses personable animal characters in its advertising to announce and describe benefits, such as leather seats and "stretch" seating, to help deal with the

Inventory carrying costs can be reduced by

A customer contact audit refers to

Arnett is looking for a new Internet service provider. The one he currently uses is too slow when loading web pages with ads and videos. In terms of the service quality dimensions, Arnett is unhappy with which dimension of this service?

What is internal marketing? Why is it important in services marketing?

The dimension of service quality called __________ is the appearance of physical facilities, equipment, personnel, and communication materials.

Josh is looking for a new smartphone provider because he has grown tired of the many dropped calls, particularly near his school. In terms of the service quality dimensions, Josh is unhappy with which dimension of his service?

Three categories for equipment-based services are

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

Which of the following is a point in the customer contact audit for a health club?

The customer experience management (CEM) process should

Where would potatoes, a photographic studio, and a psychologist fit into the service continuum?

Charging different prices during different times of the day or during different days of the week to reflect variations in demand for a service is referred to as

A major factor in developing a service marketing strategy is __________ because of the inseparability of services from the producer.

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

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