Question 1

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

Accepted Answer

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

Question 2

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 their purchase or 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 3

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 4

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

Accepted Answer

A) New services cannot be patented. 
B) Because services are intangible and more difficult to describe,brand names and logos are of critical importance. 
C) Services must include the word "service" in all their brand names. 
D) Service firms without a brand reputation find it easy to introduce new services. 
E) All service logos and brands must designated with the "℠" symbol. 
A) New services cannot be patented. 
B) Because services are intangible and more difficult to describe,brand names and logos are of critical importance. 
C) Services must include the word "service" in all their brand names. 
D) Service firms without a brand reputation find it easy to introduce new services. 
E) All service logos and brands must designated with the "℠" symbol.

Question 5

The inventory carrying costs of real estate agencies are low because they

Accepted Answer

A) use a straight salary compensation plan. 
B) allow personnel to work any hours a day and any number of days per week. 
C) decrease the number of workdays per week,but increase the hours per day. 
D) have employees who work on commission need little inexpensive equipment. 
E) are responsible for their own training,transportation,and supplies. 
A) use a straight salary compensation plan. 
B) allow personnel to work any hours a day and any number of days per week. 
C) decrease the number of workdays per week,but increase the hours per day. 
D) have employees who work on commission need little inexpensive equipment. 
E) are responsible for their own training,transportation,and supplies.

Question 6

What 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 7

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) Childcare 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) Childcare is equally high in search,experience,and credence properties because the decision is so important.

Question 8

Because services tend to be a(n)__________ rather than an object,they are much more difficult for consumers to evaluate.

Accepted Answer

A) opportunity 
B) good 
C) risk 
D) decision 
E) performance 
A) opportunity 
B) good 
C) risk 
D) decision 
E) performance

Question 9

Intangible items such as airline trips,financial advice,or telephone calls that an organization provides to consumers are referred to as

Accepted Answer

A) production goods. 
B) support products. 
C) services. 
D) goods. 
E) benefits. 
A) production goods. 
B) support products. 
C) services. 
D) goods. 
E) benefits.

Question 10

Recently,many nonprofit organizations such as The United Way,Greenpeace,Outward Bound,The Salvation Army,and The Girl Scouts

Accepted Answer

A) were eager to use marketing practices but were not permitted to do so since they were 501C3 organizations as classified by the IRS. 
B) thought that marketing would limit their profitability as nonprofit organizations. 
C) could not afford marketing activities. 
D) have increased their use of marketing practices. 
E) thought that marketing activities would create excess demand. 
A) were eager to use marketing practices but were not permitted to do so since they were 501C3 organizations as classified by the IRS. 
B) thought that marketing would limit their profitability as nonprofit organizations. 
C) could not afford marketing activities. 
D) have increased their use of marketing practices. 
E) thought that marketing activities would create excess demand.

Question 11

Airlines feature load factor as a capacity management measure on their marketing dashboards,along with two other measures;namely the operating expense per available seat flown one mile and __________,which is the revenue generated by each seat flown one mile.

Accepted Answer

A) profit per passenger 
B) average price per passenger 
C) internal ROI 
D) unit variable sales 
E) yield 
A) profit per passenger 
B) average price per passenger 
C) internal ROI 
D) unit variable sales 
E) yield

Question 12

Changes in the services industry in the future will primarily be driven by three factors.They are: (1)technological development; (2)__________;and (3)the social imperative for sustainability.

Accepted Answer

A) reverse marketing 
B) improved understanding of service delivery and consumption 
C) global branding 
D) global service branding 
E) the elimination of ethnocentricity 
A) reverse marketing 
B) improved understanding of service delivery and consumption 
C) global branding 
D) global service branding 
E) the elimination of ethnocentricity

Question 13

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 14

Which of the following is high in search properties?

Accepted Answer

A) clothing 
B) TV repair 
C) legal services 
D) auto repair 
E) medical diagnosis 
A) clothing 
B) TV repair 
C) legal services 
D) auto repair 
E) medical diagnosis

Question 15

The use of brand names is especially important for services because of which unique characteristic of services?

Accepted Answer

A) inventory costs 
B) inseparability 
C) inconsistency 
D) invisibility 
E) intangibility 
A) inventory costs 
B) inseparability 
C) inconsistency 
D) invisibility 
E) intangibility

Question 16

A local band performed on campus during a pre-graduation party.The students enjoyed the performance,and some of them were interested enough to buy tickets to see another show at a club downtown.But when they went to that concert,the quality of the performance was much poorer than they had heard and seen on campus.The students' disappointment was the direct result of which characteristic of services?

Accepted Answer

A) inconsistency 
B) impressionability 
C) intangibility 
D) invisibility 
E) uniqueness of the service 
A) inconsistency 
B) impressionability 
C) intangibility 
D) invisibility 
E) uniqueness of the service

Question 17

The percentage of available seats flown one mile occupied by a paying customer shown in UMD12: Capacity Management above is __________.

Accepted Answer

A) 9.83% 
B) 82.1% 
C) 8.28% 
D) 18.11% 
E) 1.55% 
A) 9.83% 
B) 82.1% 
C) 8.28% 
D) 18.11% 
E) 1.55%

Question 18

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

Accepted Answer

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

Question 19

Which of the following is the BEST example of an equipment-based service?

Accepted Answer

A) lawn care 
B) doctors 
C) taxis 
D) lawyers 
E) janitorial services 
A) lawn care 
B) doctors 
C) taxis 
D) lawyers 
E) janitorial services

Question 20

Recent research suggests that employees'__________,authenticity,and sincerity of the interactions affect the success of the relationships.

Accepted Answer

A) reliability 
B) competence 
C) responsiveness 
D) assertiveness 
E) friendliness 
A) reliability 
B) competence 
C) responsiveness 
D) assertiveness 
E) friendliness

Exam 12: Services Marketing

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

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 their purchase or consumption.What are these properties called?

Which of the following are high in credence properties?

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

The inventory carrying costs of real estate agencies are low because they

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

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

Because services tend to be a(n)__________ rather than an object,they are much more difficult for consumers to evaluate.

Intangible items such as airline trips,financial advice,or telephone calls that an organization provides to consumers are referred to as

Recently,many nonprofit organizations such as The United Way,Greenpeace,Outward Bound,The Salvation Army,and The Girl Scouts

Airlines feature load factor as a capacity management measure on their marketing dashboards,along with two other measures;namely the operating expense per available seat flown one mile and __________,which is the revenue generated by each seat flown one mile.

Changes in the services industry in the future will primarily be driven by three factors.They are: (1)technological development; (2)__________;and (3)the social imperative for sustainability.

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

Which of the following is high in search properties?

The use of brand names is especially important for services because of which unique characteristic of services?

The percentage of available seats flown one mile occupied by a paying customer shown in UMD12: Capacity Management above is __________.

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

Which of the following is the BEST example of an equipment-based service?

Recent research suggests that employees'__________,authenticity,and sincerity of the interactions affect the success of the relationships.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in 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 to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Building an Effective Marketing Plan

Financial Aspects of Marketing

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