Question 1

Why is it important for marketers to pay special attention to providing excellent customer service?

Accepted Answer

Students may respond with the growing im

Question 2

To meet or exceed customers' expectations,marketers must

Accepted Answer

A)  know where customers live. 
B)  know how often consumers buy their products. 
C)  determine what those expectations are. 
D)  recognize that expectations are tangible. 
E)  empower customers to meet their own expectations. 
A)  know where customers live. 
B)  know how often consumers buy their products. 
C)  determine what those expectations are. 
D)  recognize that expectations are tangible. 
E)  empower customers to meet their own expectations.

Question 3

The building blocks of service quality are reliability,responsiveness,assurance,empathy,and tangibles.

Accepted Answer

A) True 
 B)False

Question 4

An excellent,inexpensive,and readily accessible method for assessing customers' service expectations is

Accepted Answer

A)  customer complaints. 
B)  syndicated data services. 
C)  employee empowerment programs. 
D)  distributive fairness analysis. 
E)  management by objective programs. 
A)  customer complaints. 
B)  syndicated data services. 
C)  employee empowerment programs. 
D)  distributive fairness analysis. 
E)  management by objective programs.

Question 5

Procedural fairness pertains to a customer's perception of the benefits received compared to the costs of the inconvenience or loss.

Accepted Answer

A) True 
 B)False

Question 6

In the marketing of services,empowerment means allowing employees to make decisions about how service is provided to customers.

Accepted Answer

A) True 
 B)False

Question 7

Many product-dominant firms use quality service

Accepted Answer

A)  as a way to minimize the cost of production. 
B)  to support a standards gap. 
C)  as a way to increase the perishability of their products. 
D)  to install a voice of the customer program. 
E)  to maintain a sustainable competitive advantage. 
A)  as a way to minimize the cost of production. 
B)  to support a standards gap. 
C)  as a way to increase the perishability of their products. 
D)  to install a voice of the customer program. 
E)  to maintain a sustainable competitive advantage.

Question 8

Barnes & Noble bookstores have computers available for associates to use to search for books requested by customers and to place special orders.These computers are an example of

Accepted Answer

A)  instrumental support. 
B)  employee incentives. 
C)  emotional support. 
D)  line extensions. 
E)  the delivery gap. 
A)  instrumental support. 
B)  employee incentives. 
C)  emotional support. 
D)  line extensions. 
E)  the delivery gap.

Question 9

Garrett was impressed with the service he received at a local wine store.He thought the salesperson was attentive and knowledgeable.His friend Juanita,who was with him and is very knowledgeable about wine,thought the salesperson was pushy and not well informed.What does this example suggest about customers' service expectations?

Accepted Answer

It suggests that customer expectations v

Question 10

In Europe it is common for hotel guests to ask to see the room before they agree to rent it for the night.Which difference between a service and a product does this custom help overcome?

Accepted Answer

This helps overcome inseparabi

Question 11

What is the difference between a service standard of "be nice to customers" as compared to a service standard of "greet every customer,and if possible by name"?

Accepted Answer

The first standard i

Question 12

The owners of hotels whose services are produced and consumed at the same time know that consumers do not have the opportunity to try out their service before purchasing.Many hotels use __________ to overcome the problem of inseparability of services.

Accepted Answer

A)  promotional discounts 
B)  zone of tolerance allowances 
C)  perishability gap analysis 
D)  point-of-purchase displays 
E)  satisfaction guarantees 
A)  promotional discounts 
B)  zone of tolerance allowances 
C)  perishability gap analysis 
D)  point-of-purchase displays 
E)  satisfaction guarantees

Question 13

When Buffalo Bank required all customers to use its online banking services,over 20 percent of its customers closed their accounts.In this scenario,Buffalo Bank's service fell outside customers' zone of tolerance.

Accepted Answer

A) True 
 B)False

Question 14

Dopson's Hardware was in bad financial shape.It owed so much money that vendors put the store on a cash-only delivery basis.As a result,the store had a dwindling inventory of goods to sell.Whenever a customer asked about an unavailable item,the owner directed the sales staff to say that it was on backorder and would be in stock next week.When the customer returned,the item was still unavailable.The owner's policy created a(n)__________ gap.

Accepted Answer

A)  knowledge 
B)  empowerment 
C)  communication 
D)  standards 
E)  tangibility 
A)  knowledge 
B)  empowerment 
C)  communication 
D)  standards 
E)  tangibility

Question 15

Listening to the customer is the first step in service recovery.

Accepted Answer

A) True 
 B)False

Question 16

A service is any intangible offering that involves a deed,performance,or effort that

Accepted Answer

A)  cannot be physically possessed. 
B)  is high-priced. 
C)  is supported solely through advertising. 
D)  can be transformed into a physical product. 
E)  offers benefits but not costs. 
A)  cannot be physically possessed. 
B)  is high-priced. 
C)  is supported solely through advertising. 
D)  can be transformed into a physical product. 
E)  offers benefits but not costs.

Question 17

Empowerment of employees helps address the delivery gap because

Accepted Answer

A)  employees directly involved with the customer can respond effectively at the moment the problem occurs. 
B)  customers appreciate feeling empowered. 
C)  management then doesn't need to devote time and energy to resolving service delivery problems. 
D)  employees spend less time resolving problems than managers would. 
E)  it ultimately contributes to employee knowledge and retention. 
A)  employees directly involved with the customer can respond effectively at the moment the problem occurs. 
B)  customers appreciate feeling empowered. 
C)  management then doesn't need to devote time and energy to resolving service delivery problems. 
D)  employees spend less time resolving problems than managers would. 
E)  it ultimately contributes to employee knowledge and retention.

Question 18

Service employees at the airlines' flight cancellation desks frequently encounter travelers who get emotional about canceled or delayed flights.The first thing these employees should do is to

Accepted Answer

A)  listen to the customer. 
B)  contact a supervisor. 
C)  estimate the damage. 
D)  provide a fair solution. 
E)  resolve the problem quickly. 
A)  listen to the customer. 
B)  contact a supervisor. 
C)  estimate the damage. 
D)  provide a fair solution. 
E)  resolve the problem quickly.

Question 19

Bank of America uses a complex polling system coupled with a customer response measurement system to assess consumers' responses to new products and services.Bank of America is using a(n)__________ program to improve service quality and service offerings.

Accepted Answer

A)  quality gap analysis 
B)  empowerment 
C)  zone of tolerance 
D)  standards analysis 
E)  voice-of-customer 
A)  quality gap analysis 
B)  empowerment 
C)  zone of tolerance 
D)  standards analysis 
E)  voice-of-customer

Question 20

Many states have enacted "lemon" laws providing rights to consumers who purchase cars that need an excessive number of repairs.Service departments at auto dealerships quickly figure out which new models are going to create problems and often what the problems will be.If you were the service manager at a dealership,what would you do to address service problems like these?

Accepted Answer

First,set clear policies letting the ser

Why is it important for marketers to pay special attention to providing excellent customer service?

To meet or exceed customers' expectations,marketers must

The building blocks of service quality are reliability,responsiveness,assurance,empathy,and tangibles.

An excellent,inexpensive,and readily accessible method for assessing customers' service expectations is

Procedural fairness pertains to a customer's perception of the benefits received compared to the costs of the inconvenience or loss.

In the marketing of services,empowerment means allowing employees to make decisions about how service is provided to customers.

Many product-dominant firms use quality service

Barnes & Noble bookstores have computers available for associates to use to search for books requested by customers and to place special orders.These computers are an example of

In Europe it is common for hotel guests to ask to see the room before they agree to rent it for the night.Which difference between a service and a product does this custom help overcome?

What is the difference between a service standard of "be nice to customers" as compared to a service standard of "greet every customer,and if possible by name"?

The owners of hotels whose services are produced and consumed at the same time know that consumers do not have the opportunity to try out their service before purchasing.Many hotels use __________ to overcome the problem of inseparability of services.

When Buffalo Bank required all customers to use its online banking services,over 20 percent of its customers closed their accounts.In this scenario,Buffalo Bank's service fell outside customers' zone of tolerance.

Listening to the customer is the first step in service recovery.

A service is any intangible offering that involves a deed,performance,or effort that

Empowerment of employees helps address the delivery gap because

Service employees at the airlines' flight cancellation desks frequently encounter travelers who get emotional about canceled or delayed flights.The first thing these employees should do is to

Bank of America uses a complex polling system coupled with a customer response measurement system to assess consumers' responses to new products and services.Bank of America is using a(n)__________ program to improve service quality and service offerings.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Conscious Marketing,corporate Social Responsibility,and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation,targeting,and Positioning

Marketing Research

Product,branding,and Packaging Decisions

Developing New Products

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising,public Relations,and Sales Promotions

Personal Selling and Sales Management

Filters

Exam 13: Services: the Intangible Product

Why is it important for marketers to pay special attention to providing excellent customer service?

To meet or exceed customers' expectations,marketers must

The building blocks of service quality are reliability,responsiveness,assurance,empathy,and tangibles.

An excellent,inexpensive,and readily accessible method for assessing customers' service expectations is

Procedural fairness pertains to a customer's perception of the benefits received compared to the costs of the inconvenience or loss.

In the marketing of services,empowerment means allowing employees to make decisions about how service is provided to customers.

Many product-dominant firms use quality service

Barnes & Noble bookstores have computers available for associates to use to search for books requested by customers and to place special orders.These computers are an example of

In Europe it is common for hotel guests to ask to see the room before they agree to rent it for the night.Which difference between a service and a product does this custom help overcome?

What is the difference between a service standard of "be nice to customers" as compared to a service standard of "greet every customer,and if possible by name"?

The owners of hotels whose services are produced and consumed at the same time know that consumers do not have the opportunity to try out their service before purchasing.Many hotels use __________ to overcome the problem of inseparability of services.

When Buffalo Bank required all customers to use its online banking services,over 20 percent of its customers closed their accounts.In this scenario,Buffalo Bank's service fell outside customers' zone of tolerance.

Listening to the customer is the first step in service recovery.

A service is any intangible offering that involves a deed,performance,or effort that

Empowerment of employees helps address the delivery gap because

Service employees at the airlines' flight cancellation desks frequently encounter travelers who get emotional about canceled or delayed flights.The first thing these employees should do is to

Bank of America uses a complex polling system coupled with a customer response measurement system to assess consumers' responses to new products and services.Bank of America is using a(n)__________ program to improve service quality and service offerings.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Conscious Marketing,corporate Social Responsibility,and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation,targeting,and Positioning

Marketing Research

Product,branding,and Packaging Decisions

Developing New Products

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising,public Relations,and Sales Promotions

Personal Selling and Sales Management

Filters