Question 1

The education a student gets is an example of the intangibility of services.

Accepted Answer

A) True 
 B)False

Question 2

Identify and discuss the four factors that affect the delivery of service quality.How can service marketers use these factors to their advantage?

Accepted Answer

The answer of Identify and discuss the four factors that...

Question 3

The U.S.economy is the world's first service economy.

Accepted Answer

A) True 
 B)False

Question 4

Training of employees is less important for high-contact services than it is for low-contact services.

Accepted Answer

A) True 
 B)False

Question 5

Symbols such as the Travelers' Financial Services umbrella are designed to help customers overcome the ____ of services.

Accepted Answer

A)  heterogeneity 
B)  unpredictability 
C)  inseparability 
D)  intangibility 
E)  perishability 
A)  heterogeneity 
B)  unpredictability 
C)  inseparability 
D)  intangibility 
E)  perishability

Question 6

Explain how the characteristics of services affect the development and management of marketing mixes.

Accepted Answer

The answer of Explain how the characteristics of services affect...

Question 7

Which of the following statements about customer contact in services marketing is false?

Accepted Answer

A)  Service employees are important in creating satisfied customers. 
B)  High-contact services are less expensive to deliver because they are typically equipment-based. 
C)  The main principle of customer contact is that satisfied employees lead to satisfied customers. 
D)  Service companies can minimize customer dissatisfaction by changing high-contact services into low-contact services. 
E)  Employee training programs are an effective way to ensure good customer contact and reduce problems. 
A)  Service employees are important in creating satisfied customers. 
B)  High-contact services are less expensive to deliver because they are typically equipment-based. 
C)  The main principle of customer contact is that satisfied employees lead to satisfied customers. 
D)  Service companies can minimize customer dissatisfaction by changing high-contact services into low-contact services. 
E)  Employee training programs are an effective way to ensure good customer contact and reduce problems.

Question 8

The marketing mix strategy of a nonprofit organization should be developed to restrict alternatives.

Accepted Answer

A) True 
 B)False

Question 9

The nonprofit organization does not need to develop a strategy for each of the marketing mix variables of product price,distribution,and promotion.

Accepted Answer

A) True 
 B)False

Question 10

The heterogeneity characteristic of services provides marketers with tremendous opportunity to

Accepted Answer

A)  customize their services to meet unique individual needs. 
B)  hold down the cost of providing services to customers. 
C)  create standardized packages that will appeal to many customers. 
D)  offer the same service as all of their competitors. 
E)  develop relationship marketing with their customers. 
A)  customize their services to meet unique individual needs. 
B)  hold down the cost of providing services to customers. 
C)  create standardized packages that will appeal to many customers. 
D)  offer the same service as all of their competitors. 
E)  develop relationship marketing with their customers.

Question 11

Prudential Insurance uses "the rock" symbol to communicate stability and security to customers.This is Prudential's attempt to help customers better understand its services by

Accepted Answer

A)  emphasizing tangible cues in promoting the service. 
B)  using word association. 
C)  personalizing the selling of the service. 
D)  utilizing publicity techniques to enhance the service. 
E)  distributing the service directly through television. 
A)  emphasizing tangible cues in promoting the service. 
B)  using word association. 
C)  personalizing the selling of the service. 
D)  utilizing publicity techniques to enhance the service. 
E)  distributing the service directly through television.

Question 12

Surveys,focus groups,and customer comment cards are all methods used by service companies to

Accepted Answer

A)  understand customer needs and expectations. 
B)  set service quality specifications. 
C)  establish guidelines for employee performance. 
D)  manage service expectations. 
E)  control service intangibility. 
A)  understand customer needs and expectations. 
B)  set service quality specifications. 
C)  establish guidelines for employee performance. 
D)  manage service expectations. 
E)  control service intangibility.

Question 13

The more ____ involved with delivering a service,the greater the degree of heterogeneity.

Accepted Answer

A)  mechanical efforts 
B)  phone contact 
C)  perishability 
D)  tangibility 
E)  human labor 
A)  mechanical efforts 
B)  phone contact 
C)  perishability 
D)  tangibility 
E)  human labor

Question 14

In most service industries,customer-contact employees are

Accepted Answer

A)  valued as the most important employees in the organization. 
B)  the best trained employees in the organization. 
C)  the lowest-paid and least-trained employees. 
D)  managers and other supervisory level employees. 
E)  moderately paid personnel confined to strict dress codes. 
A)  valued as the most important employees in the organization. 
B)  the best trained employees in the organization. 
C)  the lowest-paid and least-trained employees. 
D)  managers and other supervisory level employees. 
E)  moderately paid personnel confined to strict dress codes.

Question 15

Which of the following service providers are most likely to bundle-price their services?

Accepted Answer

A)  Cable television companies 
B)  Retail stores 
C)  Airlines 
D)  Theaters 
E)  Doctors 
A)  Cable television companies 
B)  Retail stores 
C)  Airlines 
D)  Theaters 
E)  Doctors

Question 16

A hairstylist that gives good haircuts in the morning but tends to give haircuts of lesser quality in the afternoon is suffering from the challenges associated with intangibility.

Accepted Answer

A) True 
 B)False

Question 17

Nonprofit organizations deal with ideas and services more often than with goods.

Accepted Answer

A) True 
 B)False

Question 18

The fact the services cannot be inventoried and then sold at a later date is called

Accepted Answer

A)  intangibility. 
B)  heterogeneity. 
C)  inseparability. 
D)  perishability. 
E)  nonstorability. 
A)  intangibility. 
B)  heterogeneity. 
C)  inseparability. 
D)  perishability. 
E)  nonstorability.

Question 19

Marketers of services must deal with the challenges of balancing supply and demand and planning for peak and off-peak times.What characteristic of services creates these challenges?

Accepted Answer

A)  Inseparability 
B)  Customer contact 
C)  Perishability 
D)  Heterogeneity 
E)  Intangibility 
A)  Inseparability 
B)  Customer contact 
C)  Perishability 
D)  Heterogeneity 
E)  Intangibility

Question 20

Service industries account for ____ of the gross domestic product of most developed nations.

Accepted Answer

A)  more than half 
B)  a small portion 
C)  approximately 25 percent 
D)  nearly all 
E)  nearly three-quarters 
A)  more than half 
B)  a small portion 
C)  approximately 25 percent 
D)  nearly all 
E)  nearly three-quarters

Exam 12: Services Marketing

The education a student gets is an example of the intangibility of services.

Identify and discuss the four factors that affect the delivery of service quality.How can service marketers use these factors to their advantage?

The U.S.economy is the world's first service economy.

Training of employees is less important for high-contact services than it is for low-contact services.

Symbols such as the Travelers' Financial Services umbrella are designed to help customers overcome the ____ of services.

Explain how the characteristics of services affect the development and management of marketing mixes.

Which of the following statements about customer contact in services marketing is false?

The marketing mix strategy of a nonprofit organization should be developed to restrict alternatives.

The nonprofit organization does not need to develop a strategy for each of the marketing mix variables of product price,distribution,and promotion.

The heterogeneity characteristic of services provides marketers with tremendous opportunity to

Prudential Insurance uses "the rock" symbol to communicate stability and security to customers.This is Prudential's attempt to help customers better understand its services by

Surveys,focus groups,and customer comment cards are all methods used by service companies to

The more ____ involved with delivering a service,the greater the degree of heterogeneity.

In most service industries,customer-contact employees are

Which of the following service providers are most likely to bundle-price their services?

A hairstylist that gives good haircuts in the morning but tends to give haircuts of lesser quality in the afternoon is suffering from the challenges associated with intangibility.

Nonprofit organizations deal with ideas and services more often than with goods.

The fact the services cannot be inventoried and then sold at a later date is called

Marketers of services must deal with the challenges of balancing supply and demand and planning for peak and off-peak times.What characteristic of services creates these challenges?

Service industries account for ____ of the gross domestic product of most developed nations.

Strategic Marketing Management

Developing and Implementing Marketing Strategies

The Global Marketing Environment

Information for Marketing Decisions

Selecting Target Markets

Consumer Behavior

Business Buying Behavior

International Marketing

Digital Marketing and Social Media

Product Decisions

Strategic Product Management

Strategic Management of Branding and Packaging

A Supply Chain Management and Marketing Channels

B Supply Chain Management and Marketing Channels

A Retailing,wholesaling and Direct Marketing

B Retailing,wholesaling and Direct Marketing

Integrated Marketing Communications

Advertising and Publicrelations

Personal Selling and Sales Promotion

Strategic Pricing Management

Pricingdecisions

Global Issues,social Responsibility and Marketing

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