Question 1

key elements of future services include __________,mobility,and convergence.

Accepted Answer

A)  automation 
B)  transglobalization 
C)  cooperation 
D)  personalization 
E)  convenience 
A)  automation 
B)  transglobalization 
C)  cooperation 
D)  personalization 
E)  convenience

Question 2

__________ is very important to the process aspect of services because it helps identify steps that will ultimately lead to better service creation and delivery processes.

Accepted Answer

A)  customer contact audit 
B)  internal marketing review 
C)  tangibility gap analysis 
D)  service continuum 
E)  consumer experience audit 
A)  customer contact audit 
B)  internal marketing review 
C)  tangibility gap analysis 
D)  service continuum 
E)  consumer experience audit

Question 3

__________ 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 4

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 5

Relationship marketing provides several benefits for service customers,including: (1)the continuity of a single provider; (2)customized service delivery; (3)reduced stress due to a repetitive purchase process; and (4)__________.

Accepted Answer

A)  no need for comparison shopping 
B)  implied warranties 
C)  discounted switching costs 
D)  an absence of switching costs 
E)  strict government quality performance guidelines 
A)  no need for comparison shopping 
B)  implied warranties 
C)  discounted switching costs 
D)  an absence of switching costs 
E)  strict government quality performance guidelines

Question 6

Arnett is looking for a new Web portal to use to access information that interests him on the Internet.The one he currently uses is too slow when loading web pages because each page is cluttered 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 7

first step a nonprofit organization should take to engage people with social media is to __________.

Accepted Answer

A)  set specific measurable goals 
B)  understand what motivates people to take up causes 
C)  create a simple and realistic operating budget 
D)  create a well-defined organizational hierarchy 
E)  develop a unique selling proposition 
A)  set specific measurable goals 
B)  understand what motivates people to take up causes 
C)  create a simple and realistic operating budget 
D)  create a well-defined organizational hierarchy 
E)  develop a unique selling proposition

Question 8

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 9

a person establishes expectations for a service not yet experienced is influenced by word of mouth communications,__________,past experiences,and promotional activities.

Accepted Answer

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

Question 10

There are five key dimensions of service quality:

Accepted Answer

A)  reliability, responsiveness, competence, courtesy, and empathy. 
B)  knowledge, responsiveness, respect, diligence, and honesty. 
C)  honesty, respect, empathy, reliability, and diligence. 
D)  reliability, competence, alacrity, fairness, and product knowledge. 
E)  reliability, tangibility, responsiveness, assurance, and empathy. 
A)  reliability, responsiveness, competence, courtesy, and empathy. 
B)  knowledge, responsiveness, respect, diligence, and honesty. 
C)  honesty, respect, empathy, reliability, and diligence. 
D)  reliability, competence, alacrity, fairness, and product knowledge. 
E)  reliability, tangibility, responsiveness, assurance, and empathy.

Question 11

production capacity refers 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 12

There are several ways of providing consumers authentic offerings: (1)facilitate customization; (2)provide personal interaction rather than automation; (3)__________; and (4)manage any dimension of their reputation that might influence perceptions of authenticity.

Accepted Answer

A)  allow for adaptability at every customer contact point 
B)  back up claims with scientific research, market research, or governmental documentation 
C)  do thorough research at each stage of the new-service development process 
D)  obtain personal endorsements from celebrity spokespeople and other opinion leaders 
E)  create a social process that allows consumers to share their interests 
A)  allow for adaptability at every customer contact point 
B)  back up claims with scientific research, market research, or governmental documentation 
C)  do thorough research at each stage of the new-service development process 
D)  obtain personal endorsements from celebrity spokespeople and other opinion leaders 
E)  create a social process that allows consumers to share their interests

Question 13

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

Accepted Answer

A)  Because services are intangible and more difficult to describe, brand names and logos are of critical importance. 
B)  Because the classification of services is so complex, it is far more difficult to find a brand name that hasn't already been taken. 
C)  Services must include the word "service" in all their brand names to assure that customers understand they are not purchasing a product. 
D)  Service firms with a well-established brand reputation and service firms without a brand reputation both find it easy to introduce new services. 
E)  Service logos and brands must designated by the "®" symbol while consumer products are designated by the "SM" symbol. 
A)  Because services are intangible and more difficult to describe, brand names and logos are of critical importance. 
B)  Because the classification of services is so complex, it is far more difficult to find a brand name that hasn't already been taken. 
C)  Services must include the word "service" in all their brand names to assure that customers understand they are not purchasing a product. 
D)  Service firms with a well-established brand reputation and service firms without a brand reputation both find it easy to introduce new services. 
E)  Service logos and brands must designated by the "®" symbol while consumer products are designated by the "SM" symbol.

Question 14

the seven Ps of services,the term "process" refers to

Accepted Answer

A)  the patented steps of service encounters that distinguish one service provider from another. 
B)  licensed procedures that have met ISO 9000 guidelines for safety. 
C)  the procedures, mechanisms, and flow of activities by which the service is created and delivered. 
D)  a protocol for behaviors and activities for people-based rather than technology-based services. 
E)  the decisions consumers' make during the purchase of services. 
A)  the patented steps of service encounters that distinguish one service provider from another. 
B)  licensed procedures that have met ISO 9000 guidelines for safety. 
C)  the procedures, mechanisms, and flow of activities by which the service is created and delivered. 
D)  a protocol for behaviors and activities for people-based rather than technology-based services. 
E)  the decisions consumers' make during the purchase of services.

Question 15

Which of the following statements regarding the place element of services is MOST accurate?

Accepted Answer

A)  Place has little impact on the marketing of services because there are so many intermediaries from which a consumer may choose. 
B)  The distribution site and the service provider are the intangible components of the service. 
C)  Place is especially important factor because of the inconstancy between the service and the service provider. 
D)  Until recently, customers generally had to go to the service provider's physical location to purchase the service. 
E)  Technology is an effective way to bring services to the customer, but only if the consumer is a new user; otherwise, the disadvantages outweigh the benefits. 
A)  Place has little impact on the marketing of services because there are so many intermediaries from which a consumer may choose. 
B)  The distribution site and the service provider are the intangible components of the service. 
C)  Place is especially important factor because of the inconstancy between the service and the service provider. 
D)  Until recently, customers generally had to go to the service provider's physical location to purchase the service. 
E)  Technology is an effective way to bring services to the customer, but only if the consumer is a new user; otherwise, the disadvantages outweigh the benefits.

Question 16

Services provided by specialized professionals such as medical diagnoses and legal services have certain properties or characteristics that the consumer may find impossible to evaluate even after purchase and consumption.What are these properties called?

Accepted Answer

A)  customer contact properties 
B)  credence properties 
C)  capacity properties 
D)  contract properties 
E)  relationship properties 
A)  customer contact properties 
B)  credence properties 
C)  capacity properties 
D)  contract properties 
E)  relationship properties

Question 17

do a dry cleaning service,an automated carwash,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 18

is the difference between intangibility and inseparability of services?

Accepted Answer

Intangibility refers to the fact that se

Question 19

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 20

American Red Cross uses marketing to help achieve its goals.As a service,it can be classified as

Accepted Answer

A)  a nonprofit organization. 
B)  people-based. 
C)  equipment-based. 
D)  a business firm. 
E)  a governmental agency. 
A)  a nonprofit organization. 
B)  people-based. 
C)  equipment-based. 
D)  a business firm. 
E)  a governmental agency.

Exam 12: Services Marketing

key elements of future services include __________,mobility,and convergence.

__________ is very important to the process aspect of services because it helps identify steps that will ultimately lead to better service creation and delivery processes.

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

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

Relationship marketing provides several benefits for service customers,including: (1)the continuity of a single provider; (2)customized service delivery; (3)reduced stress due to a repetitive purchase process; and (4)__________.

first step a nonprofit organization should take to engage people with social media is to __________.

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 person establishes expectations for a service not yet experienced is influenced by word of mouth communications,__________,past experiences,and promotional activities.

There are five key dimensions of service quality:

production capacity refers to

There are several ways of providing consumers authentic offerings: (1)facilitate customization; (2)provide personal interaction rather than automation; (3)__________; and (4)manage any dimension of their reputation that might influence perceptions of authenticity.

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

the seven Ps of services,the term "process" refers to

Which of the following statements regarding the place element of services is MOST accurate?

Services provided by specialized professionals such as medical diagnoses and legal services have certain properties or characteristics that the consumer may find impossible to evaluate even after purchase and consumption.What are these properties called?

do a dry cleaning service,an automated carwash,and a taxi service have in common?

is the difference between intangibility and inseparability of services?

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

American Red Cross uses marketing to help achieve its goals.As a service,it can be classified as

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 Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

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