Question 1

The dimension of service quality called __________ is willingness to help customers and provide prompt service.

Accepted Answer

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

Question 2

For nonprofit organizations, excesses in revenue over expenses are

Accepted Answer

A) taxed at one-half the rate for profit organizations. 
B) distributed equally to all of the organization's shareholders. 
C) returned to the organization's treasury to allow the continuation of the service. 
D) taxed at a reduced rate if the revenue is to be used in keeping with the organization's core mission. 
E) not taxed at all unless it is a religious organization. 
A) taxed at one-half the rate for profit organizations. 
B) distributed equally to all of the organization's shareholders. 
C) returned to the organization's treasury to allow the continuation of the service. 
D) taxed at a reduced rate if the revenue is to be used in keeping with the organization's core mission. 
E) not taxed at all unless it is a religious organization.

Question 3

How a person establishes expectations for a service not yet experienced is influenced by word-of-mouth communications, personal needs, past experiences, and

Accepted Answer

A) the economy. 
B) consumer income. 
C) competitive trends. 
D) promotional activities. 
E) how the organization delivers its service. 
A) the economy. 
B) consumer income. 
C) competitive trends. 
D) promotional activities. 
E) how the organization delivers its service.

Question 4

Which of the following is the best example of a people-based service?

Accepted Answer

A) a lawyer 
B) movie theaters 
C) airlines 
D) vending machines 
E) taxis 
A) a lawyer 
B) movie theaters 
C) airlines 
D) vending machines 
E) taxis

Question 5

To reduce the uncertainty created by __________ properties, service consumers turn to personal sources of information such as opinion leaders, early adopters, and reference group members during the purchase decision process.

Accepted Answer

A) search 
B) credence 
C) experience 
D) expertise 
E) quality 
A) search 
B) credence 
C) experience 
D) expertise 
E) quality

Question 6

Which of the following statements regarding service branding is most accurate?

Accepted Answer

A) New services cannot be patented. 
B) Because services are intangible and more difficult to describe, brand names and logos are of critical importance. 
C) Services must include the word service in all their brand names. 
D) Service firms without a brand reputation find it easy to introduce new services. 
E) All service logos and brands must designated with the "SM" symbol. 
A) New services cannot be patented. 
B) Because services are intangible and more difficult to describe, brand names and logos are of critical importance. 
C) Services must include the word service in all their brand names. 
D) Service firms without a brand reputation find it easy to introduce new services. 
E) All service logos and brands must designated with the "SM" symbol.

Question 7

Purchases such as legal services, auto repair, and medical diagnosis would most likely be evaluated on __________ properties.

Accepted Answer

A) value 
B) search 
C) credence 
D) experience 
E) expenditure 
A) value 
B) search 
C) credence 
D) experience 
E) expenditure

Question 8

Which of the following is the best example of a people-based service?

Accepted Answer

A) movie theaters 
B) airlines 
C) accounting 
D) vending machines 
E) taxis 
A) movie theaters 
B) airlines 
C) accounting 
D) vending machines 
E) taxis

Question 9

Consumers use search, experience, and credence properties to evaluate services. Which statement is most accurate?

Accepted Answer

A) Legal services are high in search credence properties, but medical services are high in experience properties. 
B) Haircuts are high in experience properties, but barbershops are high in search properties. 
C) Jewelry is high in search properties, although diamonds are high in credence properties. 
D) Television repair is more difficult to evaluate than restaurant meals. 
E) Child care is equally high in search, experience, and credence properties because the decision is so important. 
A) Legal services are high in search credence properties, but medical services are high in experience properties. 
B) Haircuts are high in experience properties, but barbershops are high in search properties. 
C) Jewelry is high in search properties, although diamonds are high in credence properties. 
D) Television repair is more difficult to evaluate than restaurant meals. 
E) Child care is equally high in search, experience, and credence properties because the decision is so important.

Question 10

Which of the following is high in search properties?

Accepted Answer

A) clothing 
B) TV repair 
C) legal services 
D) auto repair 
E) medical diagnosis 
A) clothing 
B) TV repair 
C) legal services 
D) auto repair 
E) medical diagnosis

Question 11

Services incorporate the four I's of product marketing. How would each of these four elements apply to a stock brokerage service?

Accepted Answer

The four unique elements of services are

Question 12

As a dimension of service quality, the caring, individualized attention provided to customers as a dimension of service quality is referred to as

Accepted Answer

A) reliability. 
B) responsiveness. 
C) competence. 
D) assurance. 
E) empathy. 
A) reliability. 
B) responsiveness. 
C) competence. 
D) assurance. 
E) empathy.

Question 13

As a dimension of service quality, knowledge and courtesy of employees and their ability to convey trust and confidence is referred to as

Accepted Answer

A) reliability. 
B) responsiveness. 
C) competence. 
D) assurance. 
E) empathy. 
A) reliability. 
B) responsiveness. 
C) competence. 
D) assurance. 
E) empathy.

Question 14

The key technological elements of future services include mobility and

Accepted Answer

A) automation. 
B) transglobalization. 
C) convenience. 
D) divergence. 
E) personalization. 
A) automation. 
B) transglobalization. 
C) convenience. 
D) divergence. 
E) personalization.

Question 15

As a dimension of service quality, responsiveness is

Accepted Answer

A) the ability to perform the promised service dependably and accurately. 
B) the appearance of physical facilities, equipment, personnel, and communication materials. 
C) the willingness to help customers and provide prompt service. 
D) the knowledge and courtesy of employees and their ability to convey trust and confidence. 
E) caring, individualized attention provided to customers. 
A) the ability to perform the promised service dependably and accurately. 
B) the appearance of physical facilities, equipment, personnel, and communication materials. 
C) the willingness to help customers and provide prompt service. 
D) the knowledge and courtesy of employees and their ability to convey trust and confidence. 
E) caring, individualized attention provided to customers.

Question 16

Many service businesses use off-peak pricing to reflect variations in

Accepted Answer

A) costs of delivering service. 
B) supply for a service. 
C) profitability based on time of day or week. 
D) demand for a service. 
E) capacity. 
A) costs of delivering service. 
B) supply for a service. 
C) profitability based on time of day or week. 
D) demand for a service. 
E) capacity.

Question 17

What do the United States Post Service, the Connecticut Department of Social Services, and the Phoenix Fire Department have in common?

Accepted Answer

A) They are all privately owned companies. 
B) None fit on the service continuum. 
C) They never experience idle production capacity. 
D) Capacity management is not an issue for these organizations. 
E) They are all government agency service providers. 
A) They are all privately owned companies. 
B) None fit on the service continuum. 
C) They never experience idle production capacity. 
D) Capacity management is not an issue for these organizations. 
E) They are all government agency service providers.

Question 18

All of the following are benefits to be stressed during the promotion of services except

Accepted Answer

A) price. 
B) consistent quality. 
C) location. 
D) availability. 
E) efficiency. 
A) price. 
B) consistent quality. 
C) location. 
D) availability. 
E) efficiency.

Question 19

What is a customer contact audit? Outline the contact audit for a typical visit to your dentist.

Accepted Answer

A customer contact audit is a flowchart

Question 20

The dimension of service quality called __________ is caring, individualized attention provided to customers.

Accepted Answer

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

Exam 12: Services Marketing

The dimension of service quality called __________ is willingness to help customers and provide prompt service.

For nonprofit organizations, excesses in revenue over expenses are

How a person establishes expectations for a service not yet experienced is influenced by word-of-mouth communications, personal needs, past experiences, and

Which of the following is the best example of a people-based service?

To reduce the uncertainty created by __________ properties, service consumers turn to personal sources of information such as opinion leaders, early adopters, and reference group members during the purchase decision process.

Which of the following statements regarding service branding is most accurate?

Purchases such as legal services, auto repair, and medical diagnosis would most likely be evaluated on __________ properties.

Which of the following is the best example of a people-based service?

Consumers use search, experience, and credence properties to evaluate services. Which statement is most accurate?

Which of the following is high in search properties?

Services incorporate the four I's of product marketing. How would each of these four elements apply to a stock brokerage service?

As a dimension of service quality, the caring, individualized attention provided to customers as a dimension of service quality is referred to as

As a dimension of service quality, knowledge and courtesy of employees and their ability to convey trust and confidence is referred to as

The key technological elements of future services include mobility and

As a dimension of service quality, responsiveness is

Many service businesses use off-peak pricing to reflect variations in

What do the United States Post Service, the Connecticut Department of Social Services, and the Phoenix Fire Department have in common?

All of the following are benefits to be stressed during the promotion of services except

What is a customer contact audit? Outline the contact audit for a typical visit to your dentist.

The dimension of service quality called __________ is caring, individualized attention provided to customers.

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