Question 1

What do a security guard,a plumber,and a management consultant have in common?

Accepted Answer

A) They are all tangible services. 
B) They do not have problems with idle production capacity. 
C) They are all equipment-based services. 
D) They are all people-based services. 
E) They never use off-peak pricing. 
A) They are all tangible services. 
B) They do not have problems with idle production capacity. 
C) They are all equipment-based services. 
D) They are all people-based services. 
E) They never use off-peak pricing.

Question 2

The appearance of the environment in which the service is delivered and where the firm and customer interact can influence the customer's __________ of the service.

Accepted Answer

A) repeat usage 
B) evaluation 
C) exploitation 
D) utilization 
E) perception 
A) repeat usage 
B) evaluation 
C) exploitation 
D) utilization 
E) perception

Question 3

Andrea Arenas is the owner of 2 Places at 1 Time,a concierge company.She and her staff of 60 perform everyday services such as walking the dog,picking up cleaning,waiting for the repairman,and going to the post office for people who are too busy to perform these simple acts.She is often hired by major corporations to perform services for their harried executives and their spouses.Her clients can evaluate the services that 2 Places at 1 Time provide

Accepted Answer

A) only before they are purchased. 
B) only after they are consumed. 
C) only at the same time as they are purchased or consumed. 
D) before,during,and/or after they are purchased or consumed. 
E) only during consumption or after they are purchased. 
A) only before they are purchased. 
B) only after they are consumed. 
C) only at the same time as they are purchased or consumed. 
D) before,during,and/or after they are purchased or consumed. 
E) only during consumption or after they are purchased.

Question 4

What aspect of the product/service element of the marketing mix warrants special attention by service marketers?

Accepted Answer

Branding-since services are intangible,t

Question 5

A person can establish expectations for a service he or she has not yet experienced through word-of-mouth communications,personal needs,past experiences,and promotional activities.However,the actual experience(s)are determined by

Accepted Answer

A) the way the organization delivers its service. 
B) the positive reinforcement from friends,family,and peers,after the service was provided. 
C) repeat encounters with the same service provider. 
D) psychological feelings of well-being. 
E) a formal post-purchase evaluation or questionnaire. 
A) the way the organization delivers its service. 
B) the positive reinforcement from friends,family,and peers,after the service was provided. 
C) repeat encounters with the same service provider. 
D) psychological feelings of well-being. 
E) a formal post-purchase evaluation or questionnaire.

Question 6

The tangibles that make up the service,such as buildings,landscaping,vehicles,furnishings,signage,brochures,and equipment,comprise which element of the seven Ps of services marketing?

Accepted Answer

A) process 
B) place 
C) physical environment 
D) productivity 
E) product 
A) process 
B) place 
C) physical environment 
D) productivity 
E) product

Question 7

The UMD12: Capacity Management above for JetBlue Airways indicates that the airline posted a(n)__________ profit/loss per available seat flown one mile.

Accepted Answer

A) 9.83 cent profit 
B) 1.55 cent profit 
C) 1.27 cent profit 
D) 0.21 cent loss 
E) 8.28 cent loss 
A) 9.83 cent profit 
B) 1.55 cent profit 
C) 1.27 cent profit 
D) 0.21 cent loss 
E) 8.28 cent loss

Question 8

The categories for equipment-based services include __________.

Accepted Answer

A) unskilled labor,skilled labor,and professionals 
B) unskilled operators,skilled operators,and professional operators 
C) simple machines,technical equipment,and safety equipment 
D) those powered by unskilled labor,those operated by skilled operators,and those operated by professionals 
E) automated,those operated by relatively unskilled operators,and those operated by skilled operators 
A) unskilled labor,skilled labor,and professionals 
B) unskilled operators,skilled operators,and professional operators 
C) simple machines,technical equipment,and safety equipment 
D) those powered by unskilled labor,those operated by skilled operators,and those operated by professionals 
E) automated,those operated by relatively unskilled operators,and those operated by skilled operators

Question 9

Identify and describe how the LA Galaxy uses the seven Ps of services in its marketing program.

Accepted Answer

Each of the seven Ps of services marketi

Question 10

According to Figure 12-5 above,purchases labeled "A" would most likely be evaluated on __________ properties.

Accepted Answer

A) value 
B) search 
C) credence 
D) experience 
E) quality 
A) value 
B) search 
C) credence 
D) experience 
E) quality

Question 11

As a dimension of service quality,the ability to perform the promised service dependably and accurately is referred to as __________.

Accepted Answer

A) responsiveness 
B) competence 
C) courtesy 
D) empathy 
E) reliability 
A) responsiveness 
B) competence 
C) courtesy 
D) empathy 
E) reliability

Question 12

The emergency room staff in Houston's largest hospital is pleasantly surprised when a four-day Fourth of July weekend brings in few accident victims for treatment.They know from experience that such public holidays usually have high rates of accidents.For the hospital's business office,the lower demand for the emergency room services means

Accepted Answer

A) a break in the service continuum. 
B) its services are no longer tangible. 
C) its services can be separated from the staff. 
D) the hospital has idle production capacity. 
E) an opportunity for gap analysis. 
A) a break in the service continuum. 
B) its services are no longer tangible. 
C) its services can be separated from the staff. 
D) the hospital has idle production capacity. 
E) an opportunity for gap analysis.

Question 13

The first step a nonprofit organization should take to engage people with social media is to __________.

Accepted Answer

A) set specific measurable goals 
B) understand what motivates people to take up causes 
C) create a simple and realistic operating budget 
D) create a well-defined organizational hierarchy 
E) develop a unique selling proposition 
A) set specific measurable goals 
B) understand what motivates people to take up causes 
C) create a simple and realistic operating budget 
D) create a well-defined organizational hierarchy 
E) develop a unique selling proposition

Question 14

The dimension of service quality called __________ is the ability to perform the promised service dependably and accurately.

Accepted Answer

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

Question 15

Because of the intangible nature of services,consumers often perceive price as a possible indicator of the __________ of the service.

Accepted Answer

A) profit or ROI 
B) customer value 
C) quality 
D) target market 
E) cost 
A) profit or ROI 
B) customer value 
C) quality 
D) target market 
E) cost

Question 16

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

Accepted Answer

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

Question 17

Experts suggest that the customer experience management (CEM)process should be all of the following EXCEPT:

Accepted Answer

A) consistent. 
B) undifferentiated. 
C) valuable. 
D) intentional. 
E) relevant. 
A) consistent. 
B) undifferentiated. 
C) valuable. 
D) intentional. 
E) relevant.

Question 18

Services are

Accepted Answer

A) the tangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value. 
B) the activities provided to complement a tangible good,such as technical support for a computer. 
C) any activity required for the production of a good that cannot be completed "in-house" and must be outsourced to another firm. 
D) the human (nonmechanical)component that is part of the manufacturing process. 
E) the intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value. 
A) the tangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value. 
B) the activities provided to complement a tangible good,such as technical support for a computer. 
C) any activity required for the production of a good that cannot be completed "in-house" and must be outsourced to another firm. 
D) the human (nonmechanical)component that is part of the manufacturing process. 
E) the intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value.

Question 19

Services can be classified by

Accepted Answer

A) their method of delivery. 
B) their use of idle capacity time. 
C) the nature of their ownership. 
D) their location on perceptual maps. 
E) organizational reach. 
A) their method of delivery. 
B) their use of idle capacity time. 
C) the nature of their ownership. 
D) their location on perceptual maps. 
E) organizational reach.

Question 20

There are five key dimensions of service quality:

Accepted Answer

A) reliability,responsiveness,competence,courtesy,and empathy. 
B) knowledge,responsiveness,respect,diligence,and honesty. 
C) honesty,respect,empathy,reliability,and diligence. 
D) reliability,competence,alacrity,fairness,and product knowledge. 
E) reliability,tangibility,responsiveness,assurance,and empathy. 
A) reliability,responsiveness,competence,courtesy,and empathy. 
B) knowledge,responsiveness,respect,diligence,and honesty. 
C) honesty,respect,empathy,reliability,and diligence. 
D) reliability,competence,alacrity,fairness,and product knowledge. 
E) reliability,tangibility,responsiveness,assurance,and empathy.

Exam 12: Services Marketing

What do a security guard,a plumber,and a management consultant have in common?

The appearance of the environment in which the service is delivered and where the firm and customer interact can influence the customer's __________ of the service.

What aspect of the product/service element of the marketing mix warrants special attention by service marketers?

A person can establish expectations for a service he or she has not yet experienced through word-of-mouth communications,personal needs,past experiences,and promotional activities.However,the actual experience(s)are determined by

The tangibles that make up the service,such as buildings,landscaping,vehicles,furnishings,signage,brochures,and equipment,comprise which element of the seven Ps of services marketing?

The UMD12: Capacity Management above for JetBlue Airways indicates that the airline posted a(n)__________ profit/loss per available seat flown one mile.

The categories for equipment-based services include __________.

Identify and describe how the LA Galaxy uses the seven Ps of services in its marketing program.

According to Figure 12-5 above,purchases labeled "A" would most likely be evaluated on __________ properties.

As a dimension of service quality,the ability to perform the promised service dependably and accurately is referred to as __________.

The first step a nonprofit organization should take to engage people with social media is to __________.

The dimension of service quality called __________ is the ability to perform the promised service dependably and accurately.

Because of the intangible nature of services,consumers often perceive price as a possible indicator of the __________ of the service.

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

Experts suggest that the customer experience management (CEM)process should be all of the following EXCEPT:

Services are

Services can be classified by

There are five key dimensions of service quality:

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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