Question 1

Advertisements for services use tangible cues to help customers understand the intangible attributes associated with a particular service.

Accepted Answer

A) True 
 B)False

Question 2

Use the following to answer the questions.
Kaycee Petit needed to find a new company to prepare her tax return this year.Kaycee looked in the yellow pages of the phone book,and went on the Internet to find information about any tax preparers in the area.She found the names and numbers of several accountants,as well as the popular HR Block and Jackson Hewitt.Since Kaycee had a somewhat complicated financial situation,she decided on using an accountant rather than the two popular companies.Kaycee found the websites of three of the accountants,but the other two were not on the Internet.She visited the offices of the three accounts who had websites.The first office was in a somewhat "seedy" part of town,but had a nice interior and a receptionist.The second office was in a nicer part of town,but did not have any employees other than the accountant,and had old furniture and old carpet.The third office was all around in better condition and Kaycee felt better about its accountant,so she decided on him.
-Refer to Scenario 12.2.When Kaycee visited the accountants' offices and used the look of the surroundings,as well as the office furniture condition in her evaluation of the service business,she was most likely using the elements of the ____ dimension of service quality.

Accepted Answer

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

Question 3

Client-based relationships are interactions that result in satisfied customers who repeatedly use a service over time.

Accepted Answer

A) True 
 B)False

Question 4

The growth of business services is largely attributed to

Accepted Answer

A)  increases in incomes and living standards. 
B)  decreases in the consumption of products. 
C)  increases in governmental expenditures. 
D)  increases in the complexity and competitiveness of business environments. 
E)  increases in population. 
A)  increases in incomes and living standards. 
B)  decreases in the consumption of products. 
C)  increases in governmental expenditures. 
D)  increases in the complexity and competitiveness of business environments. 
E)  increases in population.

Question 5

Tara finds evaluating a new pair of jeans much easier than evaluating tennis lessons because she can try on the jeans to see exactly how they feel and fit.In other words,the jeans have many ____ qualities.

Accepted Answer

A)  experience 
B)  search 
C)  intangible 
D)  credence 
E)  assurance 
A)  experience 
B)  search 
C)  intangible 
D)  credence 
E)  assurance

Question 6

All of the following are elements of the inseparability characteristic of services except that

Accepted Answer

A)  consumers are involved in production. 
B)  centralized mass production is difficult. 
C)  consumption and production are simultaneous. 
D)  many services cannot be performed without the customer being present. 
E)  services are easy to standardize and control. 
A)  consumers are involved in production. 
B)  centralized mass production is difficult. 
C)  consumption and production are simultaneous. 
D)  many services cannot be performed without the customer being present. 
E)  services are easy to standardize and control.

Question 7

Which of the following service providers are most likely to use demand-based pricing?

Accepted Answer

A)  Dentists 
B)  Lawyers 
C)  Doctors 
D)  Hair stylists 
E)  Cruise ships 
A)  Dentists 
B)  Lawyers 
C)  Doctors 
D)  Hair stylists 
E)  Cruise ships

Question 8

Which of the following is a low-contact service?

Accepted Answer

A)  Childcare 
B)  Website design 
C)  Health care 
D)  Manicure 
E)  Legal services 
A)  Childcare 
B)  Website design 
C)  Health care 
D)  Manicure 
E)  Legal services

Question 9

Balancing the supply and demand of services can be done by keeping service prices the same regardless of the time of day,week,or year.

Accepted Answer

A) True 
 B)False

Question 10

Due to increased customers' desires for personalization,service providers are using bigger sales forces.

Accepted Answer

A) True 
 B)False

Question 11

Tangible attributes such as color,style,size,feel,or fit that can be evaluated prior to purchase are known as search qualities.

Accepted Answer

A) True 
 B)False

Question 12

All services suffer from heterogeneity.Explain this problem,and discuss different ways that heterogeneity can occur in service delivery.

Accepted Answer

The answer of All services suffer from heterogeneity.Explain this problem,and...

Question 13

American Life uses leather-look portfolios and high-quality paper and printing for its life insurance policies in order to indicate

Accepted Answer

A)  the success of its business. 
B)  the intangibility of its service. 
C)  the tastes of its management. 
D)  the inseparability of its agents and customers. 
E)  the quality of its services. 
A)  the success of its business. 
B)  the intangibility of its service. 
C)  the tastes of its management. 
D)  the inseparability of its agents and customers. 
E)  the quality of its services.

Question 14

Kathy Adkins,owner of Adkins Styling Salon,looks at the day's appointment schedule and notices that it is completely full.She wishes some of the empty slots from earlier in the week were available on this Saturday afternoon.Her thoughts deal with the ____ characteristic of services.

Accepted Answer

A)  credence 
B)  heterogeneity 
C)  perishability 
D)  search 
E)  inseparability 
A)  credence 
B)  heterogeneity 
C)  perishability 
D)  search 
E)  inseparability

Question 15

Compared to goods marketers,services providers are more likely to promote performance documentation,availability,guarantees,and

Accepted Answer

A)  distribution. 
B)  tangible elements. 
C)  management expectations. 
D)  price. 
E)  customer expectations. 
A)  distribution. 
B)  tangible elements. 
C)  management expectations. 
D)  price. 
E)  customer expectations.

Question 16

Customers are the ultimate judges of good service quality.

Accepted Answer

A) True 
 B)False

Question 17

Client-based relationships are least likely to be developed by

Accepted Answer

A)  towing services. 
B)  accountants. 
C)  beauticians. 
D)  orthodontists. 
E)  psychiatrists. 
A)  towing services. 
B)  accountants. 
C)  beauticians. 
D)  orthodontists. 
E)  psychiatrists.

Question 18

Because services are intangible by nature,marketers should downplay the tangibles associated with a particular service (such as facilities or employees).

Accepted Answer

A) True 
 B)False

Question 19

Any service provider that offers time-sensitive services receives most of its revenue during

Accepted Answer

A)  peak demand. 
B)  heavy use time. 
C)  the off-season. 
D)  preferred demand. 
E)  customer contact time. 
A)  peak demand. 
B)  heavy use time. 
C)  the off-season. 
D)  preferred demand. 
E)  customer contact time.

Question 20

There are five elements that affect customers' perceptions of service quality.They are reliability,appearance of the tangibles,responsiveness,assurance,and

Accepted Answer

A)  credibility. 
B)  experience within industry. 
C)  responsibility. 
D)  employee empathy. 
E)  product knowledge. 
A)  credibility. 
B)  experience within industry. 
C)  responsibility. 
D)  employee empathy. 
E)  product knowledge.

Exam 12: Services Marketing

Advertisements for services use tangible cues to help customers understand the intangible attributes associated with a particular service.

Client-based relationships are interactions that result in satisfied customers who repeatedly use a service over time.

The growth of business services is largely attributed to

Tara finds evaluating a new pair of jeans much easier than evaluating tennis lessons because she can try on the jeans to see exactly how they feel and fit.In other words,the jeans have many ____ qualities.

All of the following are elements of the inseparability characteristic of services except that

Which of the following service providers are most likely to use demand-based pricing?

Which of the following is a low-contact service?

Balancing the supply and demand of services can be done by keeping service prices the same regardless of the time of day,week,or year.

Due to increased customers' desires for personalization,service providers are using bigger sales forces.

Tangible attributes such as color,style,size,feel,or fit that can be evaluated prior to purchase are known as search qualities.

All services suffer from heterogeneity.Explain this problem,and discuss different ways that heterogeneity can occur in service delivery.

American Life uses leather-look portfolios and high-quality paper and printing for its life insurance policies in order to indicate

Kathy Adkins,owner of Adkins Styling Salon,looks at the day's appointment schedule and notices that it is completely full.She wishes some of the empty slots from earlier in the week were available on this Saturday afternoon.Her thoughts deal with the ____ characteristic of services.

Compared to goods marketers,services providers are more likely to promote performance documentation,availability,guarantees,and

Customers are the ultimate judges of good service quality.

Client-based relationships are least likely to be developed by

Because services are intangible by nature,marketers should downplay the tangibles associated with a particular service (such as facilities or employees).

Any service provider that offers time-sensitive services receives most of its revenue during

There are five elements that affect customers' perceptions of service quality.They are reliability,appearance of the tangibles,responsiveness,assurance,and

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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