Question 1

One tool available when trying to even out the variations in demand for services is __________.

Accepted Answer

A) off-peak pricing 
B) product lay-away 
C) credit incentives 
D) container sales 
E) product rationing 
A) off-peak pricing 
B) product lay-away 
C) credit incentives 
D) container sales 
E) product rationing

Question 2

Airline load factor refers to

Accepted Answer

A) the percentage of paying customer seats flown one mile plus frequent flyer redemption seats flown one mile. 
B) the percentage of empty seats on a plane compared to its total capacity. 
C) the percentage of available seats flown one mile occupied by a paying customer. 
D) the percentage of seats that are overbooked on any given flight to prevent profit shortfalls for "no shows." 
E) the total of all paid seats plus all luggage overcharges and all purchased beverages,meals,and other amenities or additional services,per flight. 
A) the percentage of paying customer seats flown one mile plus frequent flyer redemption seats flown one mile. 
B) the percentage of empty seats on a plane compared to its total capacity. 
C) the percentage of available seats flown one mile occupied by a paying customer. 
D) the percentage of seats that are overbooked on any given flight to prevent profit shortfalls for "no shows." 
E) the total of all paid seats plus all luggage overcharges and all purchased beverages,meals,and other amenities or additional services,per flight.

Question 3

Compared with people-based services,equipment-based services do not have the marketing concern of

Accepted Answer

A) intangibility. 
B) insensitivity. 
C) inventory. 
D) inconsistency. 
E) immeasurability. 
A) intangibility. 
B) insensitivity. 
C) inventory. 
D) inconsistency. 
E) immeasurability.

Question 4

How the LA Galaxy use promotion (advertising,personal selling,public relations,sales promotion,direct marketing)in its marketing program.

Accepted Answer

LA Galaxy advertising includes TV,radio,

Question 5

Which of the following statements about service failures is MOST ACCURATE?

Accepted Answer

A) Only 5-10% of dissatisfied customers choose to complain to the company. 
B) Once customers complain,they expect all of their demands to be met. 
C) Only 20% of consumers will give a company a second chance if they are not fully satisfied during the first encounter. 
D) People are twice as likely to share good service experiences as bad experiences. 
E) Monitoring social media websites such as YouTube,Twitter,and Facebook are a waste of time since the complaints presented are usually isolated instances and are not indicative of the actual service delivered. 
A) Only 5-10% of dissatisfied customers choose to complain to the company. 
B) Once customers complain,they expect all of their demands to be met. 
C) Only 20% of consumers will give a company a second chance if they are not fully satisfied during the first encounter. 
D) People are twice as likely to share good service experiences as bad experiences. 
E) Monitoring social media websites such as YouTube,Twitter,and Facebook are a waste of time since the complaints presented are usually isolated instances and are not indicative of the actual service delivered.

Question 6

The less-expensive matinee movie pricing offered on shows prior to 4:00 p.m.is an example of

Accepted Answer

A) price lining. 
B) price differentiation. 
C) off-peak pricing. 
D) bait-and-switch pricing. 
E) idle production pricing. 
A) price lining. 
B) price differentiation. 
C) off-peak pricing. 
D) bait-and-switch pricing. 
E) idle production pricing.

Question 7

As a dimension of service quality,the appearance of physical facilities,equipment,personnel,and communication materials as a dimension of service quality is referred to as __________.

Accepted Answer

A) communication 
B) responsiveness 
C) competence 
D) tangibility 
E) empathy 
A) communication 
B) responsiveness 
C) competence 
D) tangibility 
E) empathy

Question 8

The dimension of service quality called __________ is caring,and individualized attention provided to customers.

Accepted Answer

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

Question 9

Although many people love the self-service technology that allows Redbox to provide DVDs 24 hours a day,seven days a week,many people missed the personal interaction and recommendations from their local clerks from Blockbuster or an independent video store.Redbox confronted this issue by creating "Redblog," where customers could share their opinions,feelings,and experiences.This is an example of confronting the

Accepted Answer

A) inventory aspects of services. 
B) inseparability aspects of services. 
C) inconsistency aspects of services. 
D) intangibility aspects of services. 
E) impressionability aspects of services. 
A) inventory aspects of services. 
B) inseparability aspects of services. 
C) inconsistency aspects of services. 
D) intangibility aspects of services. 
E) impressionability aspects of services.

Question 10

What do a dry cleaning service,an automated carwash,and a taxi service have in common?

Accepted Answer

A) They are all tangible services. 
B) They are all people-based services. 
C) None of them has problems with idle production capacity. 
D) They never use off-peak pricing. 
E) They are all equipment-based services. 
A) They are all tangible services. 
B) They are all people-based services. 
C) None of them has problems with idle production capacity. 
D) They never use off-peak pricing. 
E) They are all equipment-based services.

Question 11

Jason graduated from high school and took his mom to dinner after the ceremony.At the restaurant,the server fills their water glasses,checks on their table,and takes care of their requests.Jason notes that the last time he was at this same restaurant,the experience was much worse.This scenario illustrates the ___________ of services.

Accepted Answer

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

Question 12

Organizations attempt to reduce the inconsistency of service delivery through

Accepted Answer

A) higher incentives to employees for satisfactory performance. 
B) pay reductions and demotions for poor employee performance. 
C) the reduction of customer contact points in the service delivery process. 
D) standardization and training. 
E) employing technology. 
A) higher incentives to employees for satisfactory performance. 
B) pay reductions and demotions for poor employee performance. 
C) the reduction of customer contact points in the service delivery process. 
D) standardization and training. 
E) employing technology.

Question 13

How a person establishes expectations for a service not yet experienced is influenced by __________,personal needs,past experiences,and promotional activities.

Accepted Answer

A) the economy 
B) consumer income 
C) word-of-mouth communications 
D) competitive trends 
E) how the organization delivers its service 
A) the economy 
B) consumer income 
C) word-of-mouth communications 
D) competitive trends 
E) how the organization delivers its service

Question 14

Many restaurants now ask consumers to evaluate their experience on a short questionnaire when they pay their bill.This assessment of consumer expectations and the actual experience they had is called a __________.

Accepted Answer

A) service encounter survey 
B) customer profile analysis 
C) gap analysis 
D) customer contact audit 
E) service audit 
A) service encounter survey 
B) customer profile analysis 
C) gap analysis 
D) customer contact audit 
E) service audit

Question 15

All of the following are benefits to be stressed during the promotion of services EXCEPT:

Accepted Answer

A) price. 
B) consistent quality. 
C) location. 
D) availability. 
E) efficiency. 
A) price. 
B) consistent quality. 
C) location. 
D) availability. 
E) efficiency.

Question 16

Changes in the services industry in the future will primarily be driven by three factors.They are: (1)technological development; (2)improved understanding of service delivery and consumption;and (3)__________.

Accepted Answer

A) reverse marketing 
B) global development 
C) global service branding 
D) sustainable development 
E) the elimination of ethnocentricity 
A) reverse marketing 
B) global development 
C) global service branding 
D) sustainable development 
E) the elimination of ethnocentricity

Question 17

According to the service continuum shown in Figure 12-3 above,which of the offerings has an almost perfect balance of tangible and intangible attributes?

Accepted Answer

A) tailored suit 
B) tutoring service 
C) dog food 
D) fast-food restaurant 
E) movie theater 
A) tailored suit 
B) tutoring service 
C) dog food 
D) fast-food restaurant 
E) movie theater

Question 18

Services depend on the people who provide them.As a result,their quality varies with each person's capabilities and day-to-day job performance.This element of services is referred to as __________.

Accepted Answer

A) incongruity 
B) differentiation 
C) variation 
D) inconsistency 
E) intangibility 
A) incongruity 
B) differentiation 
C) variation 
D) inconsistency 
E) intangibility

Question 19

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

Accepted Answer

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

Question 20

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

Accepted Answer

A) no need for comparison shopping 
B) implied warranties 
C) discounted switching costs 
D) an absence of switching costs 
E) strict government quality performance guidelines 
A) no need for comparison shopping 
B) implied warranties 
C) discounted switching costs 
D) an absence of switching costs 
E) strict government quality performance guidelines

Exam 12: Services Marketing

One tool available when trying to even out the variations in demand for services is __________.

Airline load factor refers to

Compared with people-based services,equipment-based services do not have the marketing concern of

How the LA Galaxy use promotion (advertising,personal selling,public relations,sales promotion,direct marketing)in its marketing program.

Which of the following statements about service failures is MOST ACCURATE?

The less-expensive matinee movie pricing offered on shows prior to 4:00 p.m.is an example of

As a dimension of service quality,the appearance of physical facilities,equipment,personnel,and communication materials as a dimension of service quality is referred to as __________.

The dimension of service quality called __________ is caring,and individualized attention provided to customers.

What do a dry cleaning service,an automated carwash,and a taxi service have in common?

Organizations attempt to reduce the inconsistency of service delivery through

How a person establishes expectations for a service not yet experienced is influenced by __________,personal needs,past experiences,and promotional activities.

Many restaurants now ask consumers to evaluate their experience on a short questionnaire when they pay their bill.This assessment of consumer expectations and the actual experience they had is called a __________.

All of the following are benefits to be stressed during the promotion of services EXCEPT:

Changes in the services industry in the future will primarily be driven by three factors.They are: (1)technological development; (2)improved understanding of service delivery and consumption;and (3)__________.

According to the service continuum shown in Figure 12-3 above,which of the offerings has an almost perfect balance of tangible and intangible attributes?

Services depend on the people who provide them.As a result,their quality varies with each person's capabilities and day-to-day job performance.This element of services is referred to as __________.

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

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

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