Question 1

Using to the service continuum shown in Figure 12-3 above as a guide,which of the following offerings has the LOWEST level of intangibility?

Accepted Answer

A) designer dress 
B) law practice 
C) tutoring service 
D) cat food 
E) pepper 
A) designer dress 
B) law practice 
C) tutoring service 
D) cat food 
E) pepper

Question 2

Service organizations must manage the availability of the offering so that (1)__________ and (2)the organization's assets are used in ways that will maximize the return on investment (ROI).

Accepted Answer

A) marginal costs exceeds marginal revenues 
B) service encounters can identify planning gaps 
C) demand matches capacity over the duration of the demand cycle 
D) the price elasticity of demand is unitary 
E) the service experience is consistent with the sharing economy standards of the organization's industry 
A) marginal costs exceeds marginal revenues 
B) service encounters can identify planning gaps 
C) demand matches capacity over the duration of the demand cycle 
D) the price elasticity of demand is unitary 
E) the service experience is consistent with the sharing economy standards of the organization's industry

Question 3

To help consumers assess and compare its airline service,Frontier Airlines uses personable animal characters in its advertising to announce and describe benefits,such as leather seats and "stretch" seating,to help deal with the

Accepted Answer

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

Question 4

All 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 5

Inseparability in services means consumers

Accepted Answer

A) see little variation from one service provider in an industry to another. 
B) are unable to differentiate price from quality. 
C) cannot evaluate a service until it is being or has been used. 
D) cannot separate the service itself from the deliverer of the service. 
E) cannot separate themselves from the deliverer of the service. 
A) see little variation from one service provider in an industry to another. 
B) are unable to differentiate price from quality. 
C) cannot evaluate a service until it is being or has been used. 
D) cannot separate the service itself from the deliverer of the service. 
E) cannot separate themselves from the deliverer of the service.

Question 6

Josh is looking for a new smartphone provider because he has grown tired of the many dropped calls,particularly near his school.In terms of the service quality dimensions,Josh is unhappy with which dimension of his service?

Accepted Answer

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

Question 7

Edinberry's,a restaurant located in south Texas,offers a variety of foods and entertainment opportunities to its customers.The restaurant is famous for its fine steaks,spicy chili,and outstanding customer service.In order to maintain the restaurant's reputation for putting its customers first,the marketing manager at Edinberry's has developed marketing activities that are directed at its waiters and waitresses.These marketing activities are an example of __________ and are designed to help these restaurant employees maintain an exceptional customer experience.

Accepted Answer

A) internal marketing 
B) external marketing 
C) service marketing 
D) stakeholder marketing 
E) employee marketing 
A) internal marketing 
B) external marketing 
C) service marketing 
D) stakeholder marketing 
E) employee marketing

Question 8

To 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

Question 9

Sterile Feral,Inc.is a nonprofit organization that catches wild or stray cats.It then neuters,vaccinates,and releases them back into the wild.In recent years,nonprofit organizations such as Sterile Feral have turned to marketing to help it

Accepted Answer

A) receive additional government funding. 
B) expand its business to stray dogs. 
C) maintain its nonprofit status. 
D) better serve its donors in order to achieve its goals. 
E) compete with other similar organizations. 
A) receive additional government funding. 
B) expand its business to stray dogs. 
C) maintain its nonprofit status. 
D) better serve its donors in order to achieve its goals. 
E) compete with other similar organizations.

Question 10

How a person establishes expectations for a service not yet experienced is influenced by word-of-mouth communications,__________,past experiences,and promotional activities.

Accepted Answer

A) personal needs 
B) the economy 
C) consumer income 
D) competitive trends 
E) how the organization delivers its service 
A) personal needs 
B) the economy 
C) consumer income 
D) competitive trends 
E) how the organization delivers its service

Question 11

Developing,pricing,promoting,and delivering services are challenging because the quality of the service is often inconsistent.Organizations attempt to reduce this inconsistency by

Accepted Answer

A) paying higher incentives to employees to encourage satisfactory performance. 
B) reducing incentives available to employees because of poor performance. 
C) reducing the customer contact points in the service delivery process. 
D) providing standardization and training. 
E) exercising better hiring practices. 
A) paying higher incentives to employees to encourage satisfactory performance. 
B) reducing incentives available to employees because of poor performance. 
C) reducing the customer contact points in the service delivery process. 
D) providing standardization and training. 
E) exercising better hiring practices.

Question 12

The actual procedures,mechanisms,and flow of activities by which a service is created and delivered is referred to as __________.

Accepted Answer

A) process 
B) procedure 
C) productivity 
D) protocol 
E) plan 
A) process 
B) procedure 
C) productivity 
D) protocol 
E) plan

Question 13

All of the following are employee development actions that are critical to the overall success of service organizations EXCEPT:

Accepted Answer

A) coaching. 
B) leadership. 
C) training. 
D) communication. 
E) compensation. 
A) coaching. 
B) leadership. 
C) training. 
D) communication. 
E) compensation.

Question 14

The giving of unauthorized free products or services to customers to inflate their customer satisfaction levels is referred to as __________.

Accepted Answer

A) BOGOs 
B) Facebook "liking" 
C) service sweethearting 
D) pay-for-research 
E) social incentivizing 
A) BOGOs 
B) Facebook "liking" 
C) service sweethearting 
D) pay-for-research 
E) social incentivizing

Question 15

All of the following are true about the price element of services EXCEPT:

Accepted Answer

A) price can be referred to in a variety of terms. 
B) price can affect consumer perceptions of the service. 
C) price is used in on-peak pricing to manage the variations in supply for the service. 
D) price can be used in capacity management. 
E) price can be used in services to imply a higher quality. 
A) price can be referred to in a variety of terms. 
B) price can affect consumer perceptions of the service. 
C) price is used in on-peak pricing to manage the variations in supply for the service. 
D) price can be used in capacity management. 
E) price can be used in services to imply a higher quality.

Question 16

Services can be classified according to whether they are delivered by: (1)people or equipment; (2)for-profit or nonprofit organizations;or (3)__________.

Accepted Answer

A) government agencies 
B) a national organization or a global organization 
C) privately owned or publicly owned 
D) performed by independent contractors 
E) owned by individuals or corporations 
A) government agencies 
B) a national organization or a global organization 
C) privately owned or publicly owned 
D) performed by independent contractors 
E) owned by individuals or corporations

Question 17

Another version of a customer contact audit that includes all employee actions and acknowledges that services are designed to be "experiences" is referred to as

Accepted Answer

A) a service continuum. 
B) gap analysis. 
C) a service blueprint. 
D) an experience economy. 
E) a service audit. 
A) a service continuum. 
B) gap analysis. 
C) a service blueprint. 
D) an experience economy. 
E) a service audit.

Question 18

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 19

Services incorporate the four I's of product marketing.How would each of these four elements apply to a stock brokerage service?

Accepted Answer

The four unique elements of services are

Question 20

The intangibility element of a service refers to the fact that it

Accepted Answer

A) has value that can only be determined by using subjective criteria. 
B) can't be held,seen,or touched before the purchase decision. 
C) requires the ability to provide the service even in times of no demand. 
D) can maintain or accumulate good will with customers. 
E) can be objectively evaluated. 
A) has value that can only be determined by using subjective criteria. 
B) can't be held,seen,or touched before the purchase decision. 
C) requires the ability to provide the service even in times of no demand. 
D) can maintain or accumulate good will with customers. 
E) can be objectively evaluated.

Exam 12: Services Marketing

Using to the service continuum shown in Figure 12-3 above as a guide,which of the following offerings has the LOWEST level of intangibility?

Service organizations must manage the availability of the offering so that (1)__________ and (2)the organization's assets are used in ways that will maximize the return on investment (ROI).

To help consumers assess and compare its airline service,Frontier Airlines uses personable animal characters in its advertising to announce and describe benefits,such as leather seats and "stretch" seating,to help deal with the

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

Inseparability in services means consumers

Josh is looking for a new smartphone provider because he has grown tired of the many dropped calls,particularly near his school.In terms of the service quality dimensions,Josh is unhappy with which dimension of his service?

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

Sterile Feral,Inc.is a nonprofit organization that catches wild or stray cats.It then neuters,vaccinates,and releases them back into the wild.In recent years,nonprofit organizations such as Sterile Feral have turned to marketing to help it

How a person establishes expectations for a service not yet experienced is influenced by word-of-mouth communications,__________,past experiences,and promotional activities.

Developing,pricing,promoting,and delivering services are challenging because the quality of the service is often inconsistent.Organizations attempt to reduce this inconsistency by

The actual procedures,mechanisms,and flow of activities by which a service is created and delivered is referred to as __________.

All of the following are employee development actions that are critical to the overall success of service organizations EXCEPT:

The giving of unauthorized free products or services to customers to inflate their customer satisfaction levels is referred to as __________.

All of the following are true about the price element of services EXCEPT:

Services can be classified according to whether they are delivered by: (1)people or equipment; (2)for-profit or nonprofit organizations;or (3)__________.

Another version of a customer contact audit that includes all employee actions and acknowledges that services are designed to be "experiences" is referred to as

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

Services incorporate the four I's of product marketing.How would each of these four elements apply to a stock brokerage service?

The intangibility element of a service refers to the fact that it

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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