Question 1

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

Accepted Answer

A) Unlike products,services do not use subbranding. 
B) Services must include the word "service" in their brand names to assure that customers are not purchasing a product. 
C) Service firms with a well-established brand reputation will find it easier to introduce new services than those without a brand reputation. 
D) Many consumers are suspicious of service providers that offer too many service line extensions. 
E) Many service organizations,such as banks,hotels,and restaurants,do not rely heavily on branding because of the extent to which they are people-,not equipment-based services. 
A) Unlike products,services do not use subbranding. 
B) Services must include the word "service" in their brand names to assure that customers are not purchasing a product. 
C) Service firms with a well-established brand reputation will find it easier to introduce new services than those without a brand reputation. 
D) Many consumers are suspicious of service providers that offer too many service line extensions. 
E) Many service organizations,such as banks,hotels,and restaurants,do not rely heavily on branding because of the extent to which they are people-,not equipment-based services.

Question 2

The key technological elements of future services include __________ and personalization.

Accepted Answer

A) automation 
B) transglobalization 
C) mobility 
D) divergence 
E) convenience 
A) automation 
B) transglobalization 
C) mobility 
D) divergence 
E) convenience

Question 3

Characteristics of tangible products have __________ properties,such as color,size,and style,which can be determined before purchase.

Accepted Answer

A) search 
B) form 
C) experience 
D) credence 
E) brand 
A) search 
B) form 
C) experience 
D) credence 
E) brand

Question 4

Why are inventory of services different from that of products?

Accepted Answer

A) Time is less important to customers of services than customers of products. 
B) Only service inventory can be reduced through more efficient movement of products. 
C) There are larger costs associated with the handling of service inventory. 
D) Unlike goods providers,the service provider is often unavailable when there is a demand for the service. 
E) Service inventory costs are related to idle production capacity rather than storage or handling. 
A) Time is less important to customers of services than customers of products. 
B) Only service inventory can be reduced through more efficient movement of products. 
C) There are larger costs associated with the handling of service inventory. 
D) Unlike goods providers,the service provider is often unavailable when there is a demand for the service. 
E) Service inventory costs are related to idle production capacity rather than storage or handling.

Question 5

Sandy needs to have her car repaired.She is a member of the American Automobile Association (AAA)and knows that they evaluate car repair shops.Furthermore,the shop she is considering displays the AAA seal of approval.It also is clean and organized.She believes this is a good way to predict the quality of the service she will receive.Sandy bases her opinion of car repair shops on the basis of which service quality dimension?

Accepted Answer

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

Question 6

Relationship marketing provides several benefits for service customers,including: (1)__________; (2)customized service delivery; (3)reduced stress due to a repetitive purchase process;and (4)an absence of switching costs.

Accepted Answer

A) the continuity of a single provider 
B) no need for comparison shopping 
C) discounted switching costs 
D) implied warranties 
E) strict government quality performance guidelines 
A) the continuity of a single provider 
B) no need for comparison shopping 
C) discounted switching costs 
D) implied warranties 
E) strict government quality performance guidelines

Question 7

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

Accepted Answer

A) reliability 
B) empathy 
C) sincerity 
D) responsiveness 
E) friendliness 
A) reliability 
B) empathy 
C) sincerity 
D) responsiveness 
E) friendliness

Question 8

Services refer to

Accepted Answer

A) ideas that consist of a bundle of tangible and intangible attributes that satisfies consumers' needs and is received in exchange for money or something else of value. 
B) intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value. 
C) philanthropic activities performed in without expectations of monetary remuneration. 
D) any intangible activity that provides a benefit to a consumer that he or she could not have obtained or performed on his or her own. 
E) any tangible activity that provides a benefit to a consumer that he or she could not have obtained or performed on his or her own. 
A) ideas that consist of a bundle of tangible and intangible attributes that satisfies consumers' needs and is received in exchange for money or something else of value. 
B) intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value. 
C) philanthropic activities performed in without expectations of monetary remuneration. 
D) any intangible activity that provides a benefit to a consumer that he or she could not have obtained or performed on his or her own. 
E) any tangible activity that provides a benefit to a consumer that he or she could not have obtained or performed on his or her own.

Question 9

Three categories for equipment-based services are

Accepted Answer

A) unskilled labor,those operated by relatively unskilled operators,and self-serve. 
B) professionals,those operated by relatively unskilled operators,and automated. 
C) automated (self-serve),those operated by relatively unskilled operators,and those operated by skilled operators. 
D) unskilled labor,skilled labor,and professionals. 
E) those operated by skilled operators,unskilled labor,and professionals. 
A) unskilled labor,those operated by relatively unskilled operators,and self-serve. 
B) professionals,those operated by relatively unskilled operators,and automated. 
C) automated (self-serve),those operated by relatively unskilled operators,and those operated by skilled operators. 
D) unskilled labor,skilled labor,and professionals. 
E) those operated by skilled operators,unskilled labor,and professionals.

Question 10

The customer experience management (CEM)process should

Accepted Answer

A) allow for spontaneity and not be too rigid or planned. 
B) be unique to each individual customer's experience. 
C) stress the similarities in style,function,and form of their service relative to the top competitors in the industry. 
D) differentiate a service from other service offerings. 
E) be performed by someone outside the firm to guarantee objectivity. 
A) allow for spontaneity and not be too rigid or planned. 
B) be unique to each individual customer's experience. 
C) stress the similarities in style,function,and form of their service relative to the top competitors in the industry. 
D) differentiate a service from other service offerings. 
E) be performed by someone outside the firm to guarantee objectivity.

Question 11

Sarah has a toothache.She believes it may be due to her not having regular dental check-ups in the past.She now wants to find a dentist,but does not have one that she has used in the past.Because dentistry has __________ properties,Sarah plans to ask her friends for a recommendation for a dentist they like to be sure that she finds a good one.

Accepted Answer

A) search 
B) form 
C) experience 
D) credence 
E) performance 
A) search 
B) form 
C) experience 
D) credence 
E) performance

Question 12

What do an online travel agency,a limousine service,and a railroad have in common?

Accepted Answer

A) They are all strictly tangible services. 
B) They are all people-based services. 
C) None of them has a problem with idle production capacity. 
D) They are all equipment-based services. 
E) They all require skilled operators. 
A) They are all strictly tangible services. 
B) They are all people-based services. 
C) None of them has a problem with idle production capacity. 
D) They are all equipment-based services. 
E) They all require skilled operators.

Question 13

Research indicates that consumers search for much more information when trying to evaluate services with which properties?

Accepted Answer

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

Question 14

The 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

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

The key technological elements of future services include __________ and personalization.

Characteristics of tangible products have __________ properties,such as color,size,and style,which can be determined before purchase.

Why are inventory of services different from that of products?

Relationship marketing provides several benefits for service customers,including: (1)__________; (2)customized service delivery; (3)reduced stress due to a repetitive purchase process;and (4)an absence of switching costs.

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

Services refer to

Three categories for equipment-based services are

The customer experience management (CEM)process should

What do an online travel agency,a limousine service,and a railroad have in common?

Research indicates that consumers search for much more information when trying to evaluate services with which properties?

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

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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Exam 12: Services Marketing

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

The key technological elements of future services include __________ and personalization.

Characteristics of tangible products have __________ properties,such as color,size,and style,which can be determined before purchase.

Why are inventory of services different from that of products?

Relationship marketing provides several benefits for service customers,including: (1)__________; (2)customized service delivery; (3)reduced stress due to a repetitive purchase process;and (4)an absence of switching costs.

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

Services refer to

Three categories for equipment-based services are

The customer experience management (CEM)process should

What do an online travel agency,a limousine service,and a railroad have in common?

Research indicates that consumers search for much more information when trying to evaluate services with which properties?

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

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

Filters