Question 1

The trend toward sustainability and "green" business practices has expanded to include many services as they strive to

Accepted Answer

A) comply with FDA rules. 
B) increase their energy use. 
C) reduce their capacity. 
D) create a competitive advantage. 
E) minimize consumer involvement. 
A) comply with FDA rules. 
B) increase their energy use. 
C) reduce their capacity. 
D) create a competitive advantage. 
E) minimize consumer involvement.

Question 2

Many services depend on __________ for the creation and delivery of the customer service experience.

Accepted Answer

A) people 
B) government 
C) process 
D) productivity 
E) physical environment 
A) people 
B) government 
C) process 
D) productivity 
E) physical environment

Question 3

Services are now a larger part of the U.S. gross domestic product (GDP) than goods. The growth of the service sector is the result of

Accepted Answer

A) changes in the service mix and the decline in goods production. 
B) goods representing a larger part of the gross domestic product than services. 
C) changes in the way service consumers make purchase decisions and the ways in which the marketing mix is used for services. 
D) increased demand for services that have been available in the past and the increasing interest in new services. 
E) the imbalance between exported merchandise and commercial services. 
A) changes in the service mix and the decline in goods production. 
B) goods representing a larger part of the gross domestic product than services. 
C) changes in the way service consumers make purchase decisions and the ways in which the marketing mix is used for services. 
D) increased demand for services that have been available in the past and the increasing interest in new services. 
E) the imbalance between exported merchandise and commercial services.

Question 4

A person can establish expectations for a service he or she has not yet experienced through word-of-mouth communications, personal needs, past experiences, and promotional activities. However, the actual experience(s) are determined by

Accepted Answer

A) the way the organization delivers its service. 
B) the positive reinforcement from friends, family, and peers, after the service was provided. 
C) repeat encounters with the same service provider. 
D) psychological feelings of well-being. 
E) a formal post-purchase evaluation or questionnaire. 
A) the way the organization delivers its service. 
B) the positive reinforcement from friends, family, and peers, after the service was provided. 
C) repeat encounters with the same service provider. 
D) psychological feelings of well-being. 
E) a formal post-purchase evaluation or questionnaire.

Question 5

How a person establishes expectations for a service not yet experienced is influenced by word-of-mouth communications, personal needs, __________, and promotional activities.

Accepted Answer

A) how the organization delivers its service 
B) past experiences 
C) competitive trends 
D) the economy 
E) consumer income 
A) how the organization delivers its service 
B) past experiences 
C) competitive trends 
D) the economy 
E) consumer income

Question 6

To help consumers ____________, marketers try to make them tangible or show the benefits of using the service.

Accepted Answer

A) assess and compare services 
B) reduce inconsistency 
C) increase interaction with service providers 
D) appreciate the flexibility of services 
E) understand the interdependence of services 
A) assess and compare services 
B) reduce inconsistency 
C) increase interaction with service providers 
D) appreciate the flexibility of services 
E) understand the interdependence of services

Question 7

Customers will often judge the __________ of the service experience based on the performance of the people providing the service.

Accepted Answer

A) price 
B) productivity 
C) process 
D) quality 
E) physical environment 
A) price 
B) productivity 
C) process 
D) quality 
E) physical environment

Question 8

Services can be classified according to whether they are delivered by: (1) people or equipment, (2) for-profit or nonprofit organizations, or (3) __________.

Accepted Answer

A) government agencies 
B) a national organization or a global organization 
C) privately owned or publicly owned 
D) performed by independent contractors 
E) owned by individuals or corporations 
A) government agencies 
B) a national organization or a global organization 
C) privately owned or publicly owned 
D) performed by independent contractors 
E) owned by individuals or corporations

Question 9

When banks are closed, they can offer value to their customers through automatic teller machines (ATMs). This self-service technology also comes with a down side since the ATMs are perceived as being less

Accepted Answer

A) convenient. 
B) reliable. 
C) personal. 
D) safe. 
E) accurate. 
A) convenient. 
B) reliable. 
C) personal. 
D) safe. 
E) accurate.

Question 10

The range of offerings from the tangible to the intangible, or product-dominant to service-dominant, is referred to as the

Accepted Answer

A) service continuum. 
B) product continuum. 
C) tangibility line. 
D) inseparability span. 
E) customer contact audit. 
A) service continuum. 
B) product continuum. 
C) tangibility line. 
D) inseparability span. 
E) customer contact audit.

Question 11

The use of brand names is especially important for services 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 12

Which service listed below has the lowest inventory carrying cost?

Accepted Answer

A) railroad 
B) hotel 
C) long-term care facility 
D) amusement park 
E) insurance company 
A) railroad 
B) hotel 
C) long-term care facility 
D) amusement park 
E) insurance company

Question 13

Inconsistency of services refers to the fact that

Accepted Answer

A) there is no regulation of service industries in terms of basic standards of quality. 
B) the quality of service provided by a firm is often inconsistent with its image. 
C) the performance of one employee may vary from the performance of another employee even though the same firm employs both. 
D) training and standardization of service delivery procedures cannot be accomplished. 
E) services have a varying degree of durability. 
A) there is no regulation of service industries in terms of basic standards of quality. 
B) the quality of service provided by a firm is often inconsistent with its image. 
C) the performance of one employee may vary from the performance of another employee even though the same firm employs both. 
D) training and standardization of service delivery procedures cannot be accomplished. 
E) services have a varying degree of durability.

Question 14

The inventory carrying costs of airlines is high because they

Accepted Answer

A) use a straight salary compensation plan for the large numbers of flight attendants. 
B) have high-salaried pilots and very expensive equipment. 
C) allow baggage personnel to work overtime. 
D) decrease the number of workdays per week, but increase the hours per day. 
E) use a commission compensation system for their reservationists. 
A) use a straight salary compensation plan for the large numbers of flight attendants. 
B) have high-salaried pilots and very expensive equipment. 
C) allow baggage personnel to work overtime. 
D) decrease the number of workdays per week, but increase the hours per day. 
E) use a commission compensation system for their reservationists.

Question 15

Equipment-based services, such as ATMs, online brokerage firms, and automated car washes, do not have the marketing concern of

Accepted Answer

A) inconsistency. 
B) intangibility. 
C) inseparability. 
D) inventory. 
E) independence. 
A) inconsistency. 
B) intangibility. 
C) inseparability. 
D) inventory. 
E) independence.

Question 16

What do a dry cleaning service, an automated car wash, and a taxi service have in common?

Accepted Answer

A) They are all tangible services. 
B) They are all people-based services. 
C) None of them has problems with idle production capacity. 
D) They never use off-peak pricing. 
E) They are all equipment-based services. 
A) They are all tangible services. 
B) They are all people-based services. 
C) None of them has problems with idle production capacity. 
D) They never use off-peak pricing. 
E) They are all equipment-based services.

Question 17

As a dimension of service quality, the ability to perform the promised service dependably and accurately is referred to as

Accepted Answer

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

Question 18

Tuition, charges, fares, fees, and rates are all terms

Accepted Answer

A) given to the tangible portion of the price of a service. 
B) that are interchangeable when identifying the price of a service. 
C) given to the intangible portion of the price of a service. 
D) given to describe the price of services. 
E) used in services to imply a higher quality product than the terms cost or price. 
A) given to the tangible portion of the price of a service. 
B) that are interchangeable when identifying the price of a service. 
C) given to the intangible portion of the price of a service. 
D) given to describe the price of services. 
E) used in services to imply a higher quality product than the terms cost or price.

Question 19

The appearance of the environment in which the service is delivered and where the firm and customer interact can influence the customer's __________ of the service.

Accepted Answer

A) repeat usage 
B) evaluation 
C) exploitation 
D) utilization 
E) perception 
A) repeat usage 
B) evaluation 
C) exploitation 
D) utilization 
E) perception

Question 20

Which of the following is considered a service?

Accepted Answer

A) a marketing class 
B) lamp 
C) motorcycle 
D) potato chips 
E) environmentalism 
A) a marketing class 
B) lamp 
C) motorcycle 
D) potato chips 
E) environmentalism

Exam 12: Services Marketing

The trend toward sustainability and "green" business practices has expanded to include many services as they strive to

Many services depend on __________ for the creation and delivery of the customer service experience.

Services are now a larger part of the U.S. gross domestic product (GDP) than goods. The growth of the service sector is the result of

A person can establish expectations for a service he or she has not yet experienced through word-of-mouth communications, personal needs, past experiences, and promotional activities. However, the actual experience(s) are determined by

How a person establishes expectations for a service not yet experienced is influenced by word-of-mouth communications, personal needs, __________, and promotional activities.

To help consumers ____________, marketers try to make them tangible or show the benefits of using the service.

Customers will often judge the __________ of the service experience based on the performance of the people providing the service.

Services can be classified according to whether they are delivered by: (1) people or equipment, (2) for-profit or nonprofit organizations, or (3) __________.

When banks are closed, they can offer value to their customers through automatic teller machines (ATMs). This self-service technology also comes with a down side since the ATMs are perceived as being less

The range of offerings from the tangible to the intangible, or product-dominant to service-dominant, is referred to as the

The use of brand names is especially important for services because of which unique characteristic of services?

Which service listed below has the lowest inventory carrying cost?

Inconsistency of services refers to the fact that

The inventory carrying costs of airlines is high because they

Equipment-based services, such as ATMs, online brokerage firms, and automated car washes, do not have the marketing concern of

What do a dry cleaning service, an automated car wash, and a taxi service have in common?

As a dimension of service quality, the ability to perform the promised service dependably and accurately is referred to as

Tuition, charges, fares, fees, and rates are all terms

The appearance of the environment in which the service is delivered and where the firm and customer interact can influence the customer's __________ of the service.

Which of the following is considered a service?

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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