Question 1

Describe the three ways services can be classified.

Accepted Answer

Services can be classified three ways ba

Question 2

situation that occurs when a service provider is available but there is no demand is referred to as

Accepted Answer

A)  off-peak pricing. 
B)  idle production capacity. 
C)  static demand. 
D)  capacity management. 
E)  excess inventory. 
A)  off-peak pricing. 
B)  idle production capacity. 
C)  static demand. 
D)  capacity management. 
E)  excess inventory.

Question 3

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 actually 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 actually 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 4

do the United States Post Service,a state health department,and a local fire department have in common?

Accepted Answer

A)  They are all government-sponsored service providers. 
B)  They never experience idle production capacity. 
C)  They do not fit on the goods-services continuum. 
D)  They do not have service encounters. 
E)  They do not have capacity management problems. 
A)  They are all government-sponsored service providers. 
B)  They never experience idle production capacity. 
C)  They do not fit on the goods-services continuum. 
D)  They do not have service encounters. 
E)  They do not have capacity management problems.

Question 5

flowchart of the points of interaction between a customer and a service provider is referred to as

Accepted Answer

A)  a service continuum. 
B)  gap analysis. 
C)  a customer contact audit. 
D)  a customer contact continuum. 
E)  a service audit. 
A)  a service continuum. 
B)  gap analysis. 
C)  a customer contact audit. 
D)  a customer contact continuum. 
E)  a service audit.

Question 6

and explain the key elements of future services.

Accepted Answer

The key elements of future services incl

Question 7

Consumers have more difficulty evaluating services than they do products; the difficulty results from the

Accepted Answer

A)  intangibility of services. 
B)  incongruity of services. 
C)  inseparability of services. 
D)  inflexibility of services. 
E)  interdependence of services. 
A)  intangibility of services. 
B)  incongruity of services. 
C)  inseparability of services. 
D)  inflexibility of services. 
E)  interdependence of services.

Question 8

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

Accepted Answer

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

Question 9

customer contact audit refers to

Accepted Answer

A)  the initial contact between a service provider and the ultimate consumer. 
B)  a flowchart of the points of interaction between a consumer and a service provider. 
C)  a method of consumer evaluation of service quality and consistency. 
D)  an estimation of demand based on service forecasting techniques. 
E)  is a systematic assessment of a service provider's objectives, strategies, and performance in terms of social responsibility. 
A)  the initial contact between a service provider and the ultimate consumer. 
B)  a flowchart of the points of interaction between a consumer and a service provider. 
C)  a method of consumer evaluation of service quality and consistency. 
D)  an estimation of demand based on service forecasting techniques. 
E)  is a systematic assessment of a service provider's objectives, strategies, and performance in terms of social responsibility.

Question 10

Andrea Arenas is the owner of 2 Places at 1 Time,a concierge company.She and her staff of 60 perform everyday services,such as walking the dog,picking up cleaning,waiting for the repairman,and going to the post office,for people who are too busy to perform these simple acts.One way she tries to ensure ___________ of services for her regular customers is to make sure that the same well-trained person is always assigned to work for them.

Accepted Answer

A)  tangibility. 
B)  consistency 
C)  congruity 
D)  flexibility 
E)  tangibility 
A)  tangibility. 
B)  consistency 
C)  congruity 
D)  flexibility 
E)  tangibility

Question 11

Equipment-based services do not have the marketing concerns of inconsistency because __________ have been removed from the provision of the service.

Accepted Answer

A)  product liability 
B)  people 
C)  learning requirements 
D)  automation 
E)  accessories 
A)  product liability 
B)  people 
C)  learning requirements 
D)  automation 
E)  accessories

Question 12

service businesses use off-peak pricing to reflect variations in

Accepted Answer

A)  costs of delivering service. 
B)  demand for the service. 
C)  profitability based on time of day or week. 
D)  promotional events. 
E)  government regulations. 
A)  costs of delivering service. 
B)  demand for the service. 
C)  profitability based on time of day or week. 
D)  promotional events. 
E)  government regulations.

Question 13

Figure 12-5
-According to Figure 12-5 above,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 is 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 is 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 14

Capacity Management Marketing Dashboard
-marketing dashboard for JetBlue Airways shown in the capacity management marketing dashboard above indicates that JetBlue posted a(n)__________ profit/loss per available seat flown one mile.

Accepted Answer

A)  9.83 cent profit 
B)  1.55 cent profit 
C)  1.27 cent profit 
D)  0.21 cent loss 
E)  8.28 cent loss 
A)  9.83 cent profit 
B)  1.55 cent profit 
C)  1.27 cent profit 
D)  0.21 cent loss 
E)  8.28 cent loss

Question 15

Which of the following are high in credence properties?

Accepted Answer

A)  clothing 
B)  vacation 
C)  jewelry 
D)  houses 
E)  medical diagnoses 
A)  clothing 
B)  vacation 
C)  jewelry 
D)  houses 
E)  medical diagnoses

Question 16

of the following comprise the seven (7)Ps of services marketing EXCEPT:

Accepted Answer

A)  product. 
B)  process. 
C)  profitability. 
D)  people. 
E)  physical environment. 
A)  product. 
B)  process. 
C)  profitability. 
D)  people. 
E)  physical environment.

Question 17

Philadelphia Phillies best type of advertising is/are

Accepted Answer

A)  TV ads. 
B)  personal selling. 
C)  coupons. 
D)  word of mouth. 
E)  contests. 
A)  TV ads. 
B)  personal selling. 
C)  coupons. 
D)  word of mouth. 
E)  contests.

Question 18

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 19

expanded marketing mix for services that includes the four Ps (product,price,promotion,and place or distribution)as well as people,physical environment,and process,is referred to as the __________.

Accepted Answer

A)  seven Ps of services 
B)  service matrix 
C)  service continuum 
D)  service encounters 
E)  the service mix 
A)  seven Ps of services 
B)  service matrix 
C)  service continuum 
D)  service encounters 
E)  the service mix

Question 20

help consumers assess and compare services,marketers try to make them tangible or __________.

Accepted Answer

A)  temporal 
B)  consistent 
C)  adaptable 
D)  measurable 
E)  show the benefits of using the service 
A)  temporal 
B)  consistent 
C)  adaptable 
D)  measurable 
E)  show the benefits of using the service

Exam 12: Services Marketing

Describe the three ways services can be classified.

situation that occurs when a service provider is available but there is no demand is referred to as

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

do the United States Post Service,a state health department,and a local fire department have in common?

flowchart of the points of interaction between a customer and a service provider is referred to as

and explain the key elements of future services.

Consumers have more difficulty evaluating services than they do products; the difficulty results from the

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

customer contact audit refers to

Equipment-based services do not have the marketing concerns of inconsistency because __________ have been removed from the provision of the service.

service businesses use off-peak pricing to reflect variations in

Figure 12-5 -According to Figure 12-5 above,which statement is MOST accurate?

Capacity Management Marketing Dashboard -marketing dashboard for JetBlue Airways shown in the capacity management marketing dashboard above indicates that JetBlue posted a(n)__________ profit/loss per available seat flown one mile.

Which of the following are high in credence properties?

of the following comprise the seven (7)Ps of services marketing EXCEPT:

Philadelphia Phillies best type of advertising is/are

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

expanded marketing mix for services that includes the four Ps (product,price,promotion,and place or distribution)as well as people,physical environment,and process,is referred to as the __________.

help consumers assess and compare services,marketers try to make them tangible or __________.

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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