Question 1

The highest inventory carrying costs would most likely be for which of the following services?

Accepted Answer

A) real estate agencies 
B) dry cleaners 
C) auto repair centers 
D) amusement parks 
E) hospitals 
A) real estate agencies 
B) dry cleaners 
C) auto repair centers 
D) amusement parks 
E) hospitals

Question 2

Sarah has a backache due to overexertion.She believes a massage would loosen her back muscles and help her feel better.She is concerned because a massage,unlike a pair of shoes,cannot be experienced or seen before she buys it.Which characteristic of services is she concerned about?

Accepted Answer

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

Question 3

An expanded marketing mix for services that includes the four Ps (product,price,promotion,and place or distribution)as well as people,physical environment,and process,is referred to as the __________.

Accepted Answer

A) seven Ps of services 
B) service matrix 
C) service continuum 
D) service encounters 
E) service mix 
A) seven Ps of services 
B) service matrix 
C) service continuum 
D) service encounters 
E) service mix

Question 4

Capacity management refers to

Accepted Answer

A) integrating the service component of the marketing mix with efforts to influence consumer demand. 
B) when the service provider is available but there is no demand. 
C) charging different prices during different times of the day or during different days of the week to reflect variations in demand for the service. 
D) the practice of changing prices for services in real time in response to supply and demand conditions. 
E) the operating cost per hour per employee or technology subtracted from the revenue generated by each full-time employee equivalent. 
A) integrating the service component of the marketing mix with efforts to influence consumer demand. 
B) when the service provider is available but there is no demand. 
C) charging different prices during different times of the day or during different days of the week to reflect variations in demand for the service. 
D) the practice of changing prices for services in real time in response to supply and demand conditions. 
E) the operating cost per hour per employee or technology subtracted from the revenue generated by each full-time employee equivalent.

Question 5

Singapore Airlines has advertising shows a traveler in the airline's new seats and emphasizes food and other amenities to overcome the __________ of its service.

Accepted Answer

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

Question 6

The new sharing economy consists of all of the following EXCEPT:

Accepted Answer

A) outsourcing small jobs in a local neighborhood. 
B) renting tools at Home Depot so users don't have to purchase them. 
C) renting spaces in apartments,homes,and tree houses for short stays. 
D) peer-to-peer ridesharing. 
E) performing services that provide users with an engaging,unique,authentic,personal,and memorable experience. 
A) outsourcing small jobs in a local neighborhood. 
B) renting tools at Home Depot so users don't have to purchase them. 
C) renting spaces in apartments,homes,and tree houses for short stays. 
D) peer-to-peer ridesharing. 
E) performing services that provide users with an engaging,unique,authentic,personal,and memorable experience.

Question 7

What role does price play in the managing of services?

Accepted Answer

There are two roles pricing plays in man

Question 8

The trend toward sustainability and "green" business practices has expanded to include many services as they strive to

Accepted Answer

A) comply with FDA rules. 
B) increase their energy use. 
C) reduce their capacity. 
D) create a competitive advantage. 
E) minimize consumer involvement. 
A) comply with FDA rules. 
B) increase their energy use. 
C) reduce their capacity. 
D) create a competitive advantage. 
E) minimize consumer involvement.

Question 9

Services are a significant part of the U.S.economy,exceeding __________ percent of its gross domestic product.

Accepted Answer

A) 15 
B) 25 
C) 35 
D) 45 
E) 55 
A) 15 
B) 25 
C) 35 
D) 45 
E) 55

Question 10

Sarah has a backache due to overexertion.She believes a massage would loosen her back muscles and make her feel better.She is concerned because a massage,unlike a pair of shoes,cannot be felt before she buys it.Sarah realizes massages have __________ properties.

Accepted Answer

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

Question 11

A situation that occurs when a service provider is available but there is no demand is referred to as

Accepted Answer

A) off-peak pricing. 
B) idle production capacity. 
C) static demand. 
D) capacity management. 
E) excess inventory. 
A) off-peak pricing. 
B) idle production capacity. 
C) static demand. 
D) capacity management. 
E) excess inventory.

Question 12

Most services have a limited capacity due to the __________ of the service from the service provider and the perishable nature of the service.

Accepted Answer

A) inventory 
B) inconsistency 
C) intangibility 
D) information 
E) inseparability 
A) inventory 
B) inconsistency 
C) intangibility 
D) information 
E) inseparability

Question 13

The Philadelphia Phillies baseball team may have great hitting and pitching one day,and lose by 10 runs on the next.This is an example of a service being

Accepted Answer

A) inseparable. 
B) inconsistent. 
C) inventoried. 
D) tied to a product. 
E) independent of the quality delivered. 
A) inseparable. 
B) inconsistent. 
C) inventoried. 
D) tied to a product. 
E) independent of the quality delivered.

Question 14

Alana operates a wedding preparation service that aids brides-to-be in the planning of their weddings.To maintain a quality image and a standardized offering,Alana provides extensive training for each of her employees.What unique aspect of services is Alana trying to address?

Accepted Answer

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

Question 15

Sterile Feral,Inc.is a nonprofit organization that catches wild or stray cats,and then neuters,vaccinates,and releases them back into the wild.Veterinarians are particularly impressed with how effectively and safely the organization performs its service each and every time.With which service quality dimension are veterinarians most impressed?

Accepted Answer

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

Question 16

The American Red Cross uses social marketing tools such as __________ to help the victims of Hurricane Sandy.

Accepted Answer

A) blogs 
B) e-mail blasts 
C) wikis 
D) apps 
E) tweets 
A) blogs 
B) e-mail blasts 
C) wikis 
D) apps 
E) tweets

Question 17

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

Accepted Answer

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

Question 18

As a dimension of service quality,responsiveness is

Accepted Answer

A) the ability to perform the promised service dependably and accurately. 
B) the appearance of physical facilities,equipment,personnel,and communication materials. 
C) the willingness to help customer and provide prompt service. 
D) the knowledge and courtesy of employees and their ability to convey trust and confidence. 
E) caring,individualized attention provided to customers. 
A) the ability to perform the promised service dependably and accurately. 
B) the appearance of physical facilities,equipment,personnel,and communication materials. 
C) the willingness to help customer and provide prompt service. 
D) the knowledge and courtesy of employees and their ability to convey trust and confidence. 
E) caring,individualized attention provided to customers.

Question 19

Which of the following statements about services is most accurate?

Accepted Answer

A) Although a major contributor to the GDP nationally,services play only a minor role in GDP on a global scale. 
B) Whether tangible or intangible,the marketing of services is exactly the same as the marketing of products or ideas since they both satisfy customer needs. 
C) Almost 65% of all jobs created in the United States are in the services sector. 
D) In the U.S. ,more than 46% of the GDP comes from services. 
E) There is much more in common with the marketing of services and business products than there is between the marketing of services and consumer products. 
A) Although a major contributor to the GDP nationally,services play only a minor role in GDP on a global scale. 
B) Whether tangible or intangible,the marketing of services is exactly the same as the marketing of products or ideas since they both satisfy customer needs. 
C) Almost 65% of all jobs created in the United States are in the services sector. 
D) In the U.S. ,more than 46% of the GDP comes from services. 
E) There is much more in common with the marketing of services and business products than there is between the marketing of services and consumer products.

Question 20

The revenue generated by each seat flown one mile shown in UMD12: Capacity Management above is

Accepted Answer

A) 9.83 cents. 
B) 82.1 cents. 
C) 8.28 cents. 
D) 18.11 cents. 
E) 7.99 cents. 
A) 9.83 cents. 
B) 82.1 cents. 
C) 8.28 cents. 
D) 18.11 cents. 
E) 7.99 cents.

Exam 12: Services Marketing

The highest inventory carrying costs would most likely be for which of the following services?

Sarah has a backache due to overexertion.She believes a massage would loosen her back muscles and help her feel better.She is concerned because a massage,unlike a pair of shoes,cannot be experienced or seen before she buys it.Which characteristic of services is she concerned about?

An expanded marketing mix for services that includes the four Ps (product,price,promotion,and place or distribution)as well as people,physical environment,and process,is referred to as the __________.

Capacity management refers to

Singapore Airlines has advertising shows a traveler in the airline's new seats and emphasizes food and other amenities to overcome the __________ of its service.

The new sharing economy consists of all of the following EXCEPT:

What role does price play in the managing of services?

The trend toward sustainability and "green" business practices has expanded to include many services as they strive to

Services are a significant part of the U.S.economy,exceeding __________ percent of its gross domestic product.

Sarah has a backache due to overexertion.She believes a massage would loosen her back muscles and make her feel better.She is concerned because a massage,unlike a pair of shoes,cannot be felt before she buys it.Sarah realizes massages have __________ properties.

A situation that occurs when a service provider is available but there is no demand is referred to as

Most services have a limited capacity due to the __________ of the service from the service provider and the perishable nature of the service.

The Philadelphia Phillies baseball team may have great hitting and pitching one day,and lose by 10 runs on the next.This is an example of a service being

Alana operates a wedding preparation service that aids brides-to-be in the planning of their weddings.To maintain a quality image and a standardized offering,Alana provides extensive training for each of her employees.What unique aspect of services is Alana trying to address?

The American Red Cross uses social marketing tools such as __________ to help the victims of Hurricane Sandy.

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

As a dimension of service quality,responsiveness is

Which of the following statements about services is most accurate?

The revenue generated by each seat flown one mile shown in UMD12: Capacity Management above is

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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