Question 1

role do people play in the managing of services? In answering the question,discuss the concept of customer experience management (CEM).

Accepted Answer

Many services depend on people for the c

Question 2

Figure 12-6
-According to Figure 12-6 above,"C" represents which dimension of service quality?

Accepted Answer

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

Question 3

Services refer to

Accepted Answer

A)  ideas that consist of a bundle of tangible and intangible attributes that satisfies consumers' needs and is received in exchange for money or something else of value. 
B)  intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value. 
C)  philanthropic activities performed in without expectations of monetary remuneration. 
D)  any intangible activity that provides a benefit to a consumer that he or she could not have obtained or performed on his or her own. 
E)  any tangible activity that provides a benefit to a consumer that he or she could not have obtained or performed on his or her own. 
A)  ideas that consist of a bundle of tangible and intangible attributes that satisfies consumers' needs and is received in exchange for money or something else of value. 
B)  intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value. 
C)  philanthropic activities performed in without expectations of monetary remuneration. 
D)  any intangible activity that provides a benefit to a consumer that he or she could not have obtained or performed on his or her own. 
E)  any tangible activity that provides a benefit to a consumer that he or she could not have obtained or performed on his or her own.

Question 4

of the primary differences between tangible goods and services involves a consumer's ability to make prepurchase evaluations.For example,consumers can easily evaluate shoes,jewelry,and skis before making a purchase.On the other hand,consumers can evaluate services such as restaurants,ski instructors,and tanning salons only during or after their purchase.Indeed,tangible products have __________ properties,whereas services have __________ properties.

Accepted Answer

A)  consistent; inconsistent 
B)  search; experience 
C)  inconsistent; consistent 
D)  experience; search 
E)  gap; encounter 
A)  consistent; inconsistent 
B)  search; experience 
C)  inconsistent; consistent 
D)  experience; search 
E)  gap; encounter

Question 5

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 6

Sandy needs to have her car repaired.She is a member of the American Automobile Association (AAA)and knows that they evaluate car repair shops.Furthermore,the shop she is considering displays the AAA seal of approval.It also is clean and organized.She believes this is a good way to predict the quality of the service she will receive.Sandy bases her opinion of car repair shops on the basis of which service quality dimension?

Accepted Answer

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

Question 7

do an automated carwash,a limousine service,and an airline 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 are all equipment-based services. 
E)  They never use off-peak pricing. 
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 are all equipment-based services. 
E)  They never use off-peak pricing.

Question 8

highest inventory carrying costs would most likely be for which of the following services?

Accepted Answer

A)  real estate agencies 
B)  dry cleaners 
C)  auto repair centers 
D)  amusement parks 
E)  hospitals 
A)  real estate agencies 
B)  dry cleaners 
C)  auto repair centers 
D)  amusement parks 
E)  hospitals

Question 9

Recent research suggests that __________ and sincerity of the interactions affect the success of the relationships.

Accepted Answer

A)  reliability 
B)  authenticity 
C)  responsiveness 
D)  tangibles 
E)  friendliness 
A)  reliability 
B)  authenticity 
C)  responsiveness 
D)  tangibles 
E)  friendliness

Question 10

dimension of service quality called __________ is caring,and 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

Question 11

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

Accepted Answer

A)  Because the classification of services is so complex, it is far more difficult to find a brand name that hasn't already been taken. 
B)  Services must include the word "service" in all their brand names to assure that customers understand they are not purchasing a product. 
C)  Service firms with a well-established brand reputation will also find it easier to introduce new services than firms without a brand reputation. 
D)  Many consumers are suspicious of companies that offer too many services under the same brand name. 
E)  Many service organizations, such as banks, hotels, and restaurants do not rely heavily on branding because of the extent to which they are people-dominated services. 
A)  Because the classification of services is so complex, it is far more difficult to find a brand name that hasn't already been taken. 
B)  Services must include the word "service" in all their brand names to assure that customers understand they are not purchasing a product. 
C)  Service firms with a well-established brand reputation will also find it easier to introduce new services than firms without a brand reputation. 
D)  Many consumers are suspicious of companies that offer too many services under the same brand name. 
E)  Many service organizations, such as banks, hotels, and restaurants do not rely heavily on branding because of the extent to which they are people-dominated services.

Question 12

a dimension of service quality,the 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 13

Tuition,charges,fares,and rates are all

Accepted Answer

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

Question 14

Services such as restaurants and child care are evaluated on __________ properties.

Accepted Answer

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

Question 15

emergency room staff in Houston's largest hospital is surprised and pleased when a four-day Fourth of July weekend brings in few accident victims for treatment.They know from experience that such public holidays usually have high rates of accidents.For the hospital's business office,the lower demand for the emergency room services means

Accepted Answer

A)  a break in the service continuum. 
B)  its services are no longer tangible. 
C)  its services can be separated from the staff. 
D)  the hospital has idle production capacity. 
E)  an opportunity for gap analysis. 
A)  a break in the service continuum. 
B)  its services are no longer tangible. 
C)  its services can be separated from the staff. 
D)  the hospital has idle production capacity. 
E)  an opportunity for gap analysis.

Question 16

Susan G.Komen for the Cure has used __________,in addition to its familiar walks and races,to raise more than $1.5 billion for breast cancer research.

Accepted Answer

A)  social marketing 
B)  private donations 
C)  sales promotion campaigns 
D)  green marketing programs 
E)  sharing of resources 
A)  social marketing 
B)  private donations 
C)  sales promotion campaigns 
D)  green marketing programs 
E)  sharing of resources

Question 17

Recent surveys of consumers have indicated that while customers of many services are interested in being "relationship customers," they require that the relationship be balanced in terms of

Accepted Answer

A)  honesty, a lack of prejudice, and empathy. 
B)  loyalty, benefits, and respect for privacy. 
C)  loyalty, honesty, and integrity. 
D)  financial benefits, product benefits, and preferential treatment. 
E)  financial benefits, product benefits, and personal benefits. 
A)  honesty, a lack of prejudice, and empathy. 
B)  loyalty, benefits, and respect for privacy. 
C)  loyalty, honesty, and integrity. 
D)  financial benefits, product benefits, and preferential treatment. 
E)  financial benefits, product benefits, and personal benefits.

Question 18

do a security guard,a plumber,and a management consultant share in common?

Accepted Answer

A)  They are all tangible services. 
B)  They are all people-based services. 
C)  They do not have problems with idle production capacity. 
D)  They are all equipment-based services. 
E)  They never use off-peak pricing. 
A)  They are all tangible services. 
B)  They are all people-based services. 
C)  They do not have problems with idle production capacity. 
D)  They are all equipment-based services. 
E)  They never use off-peak pricing.

Question 19

While there are 4 Ps of marketing,there are __________ Ps of services.

Accepted Answer

A)  3 
B)  5 
C)  6 
D)  7 
E)  8 
A)  3 
B)  5 
C)  6 
D)  7 
E)  8

Question 20

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

Accepted Answer

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

role do people play in the managing of services? In answering the question,discuss the concept of customer experience management (CEM).

Figure 12-6 -According to Figure 12-6 above,"C" represents which dimension of service quality?

Services refer to

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

do an automated carwash,a limousine service,and an airline have in common?

highest inventory carrying costs would most likely be for which of the following services?

Recent research suggests that __________ and sincerity of the interactions affect the success of the relationships.

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

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

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

Tuition,charges,fares,and rates are all

Services such as restaurants and child care are evaluated on __________ properties.

Susan G.Komen for the Cure has used __________,in addition to its familiar walks and races,to raise more than $1.5 billion for breast cancer research.

Recent surveys of consumers have indicated that while customers of many services are interested in being "relationship customers," they require that the relationship be balanced in terms of

do a security guard,a plumber,and a management consultant share in common?

While there are 4 Ps of marketing,there are __________ Ps of services.

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

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

Filters

Exam 12: Services Marketing

role do people play in the managing of services? In answering the question,discuss the concept of customer experience management (CEM).

Figure 12-6 -According to Figure 12-6 above,"C" represents which dimension of service quality?

Services refer to

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

do an automated carwash,a limousine service,and an airline have in common?

highest inventory carrying costs would most likely be for which of the following services?

Recent research suggests that __________ and sincerity of the interactions affect the success of the relationships.

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

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

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

Tuition,charges,fares,and rates are all

Services such as restaurants and child care are evaluated on __________ properties.

Susan G.Komen for the Cure has used __________,in addition to its familiar walks and races,to raise more than $1.5 billion for breast cancer research.

Recent surveys of consumers have indicated that while customers of many services are interested in being "relationship customers," they require that the relationship be balanced in terms of

do a security guard,a plumber,and a management consultant share in common?

While there are 4 Ps of marketing,there are __________ Ps of services.

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

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

Filters