Question 1

What do the United States Post Service,the Connecticut Department of Social Services,and the Phoenix Fire Department have in common?

Accepted Answer

A) They are all privately owned companies. 
B) None fit on the service continuum. 
C) They never experience idle production capacity. 
D) Capacity management is not an issue for these organizations. 
E) They are all government agency service providers. 
A) They are all privately owned companies. 
B) None fit on the service continuum. 
C) They never experience idle production capacity. 
D) Capacity management is not an issue for these organizations. 
E) They are all government agency service providers.

Question 2

In the seven Ps of services marketing,the term "process" involves not only "what" gets created but also

Accepted Answer

A) "if" it gets created at all. 
B) "how" it gets created. 
C) "when" it gets created. 
D) for "whom" it gets created. 
E) "why" it gets created. 
A) "if" it gets created at all. 
B) "how" it gets created. 
C) "when" it gets created. 
D) for "whom" it gets created. 
E) "why" it gets created.

Question 3

When Mandy last got her drive-thru order at the fast-food restaurant,she thought the employee who helped her was cold and unfriendly.The food tasted good but was overshadowed by the employee's demeanor.Since then,Mandy often says something derogatory to her friends about the restaurant based on this single experience.This is an example of which issued associated with services?

Accepted Answer

A) inseparability 
B) intangibility 
C) impressionability 
D) incongruity 
E) inflexibility 
A) inseparability 
B) intangibility 
C) impressionability 
D) incongruity 
E) inflexibility

Question 4

For nonprofit organizations,excesses in revenue over expenses are

Accepted Answer

A) taxed at one-half the rate for profit organizations. 
B) distributed equally to all of the organization's shareholders. 
C) returned to the organization's treasury to allow the continuation of the service. 
D) taxed at a reduced rate if the revenue is to be used in keeping with the organization's core mission. 
E) not taxed at all unless it is a religious organization. 
A) taxed at one-half the rate for profit organizations. 
B) distributed equally to all of the organization's shareholders. 
C) returned to the organization's treasury to allow the continuation of the service. 
D) taxed at a reduced rate if the revenue is to be used in keeping with the organization's core mission. 
E) not taxed at all unless it is a religious organization.

Question 5

Consider Figure 12-4 above.Services can be classified by their method of delivery."B" represents

Accepted Answer

A) equipment-based services. 
B) technology-based services. 
C) fee-based services. 
D) people-based services. 
E) nonprofit services. 
A) equipment-based services. 
B) technology-based services. 
C) fee-based services. 
D) people-based services. 
E) nonprofit services.

Question 6

The concept of internal marketing is based on the notion that a service organization must focus on its __________ before successful programs can be directed at customers.

Accepted Answer

A) competitors 
B) prospects 
C) shareholders 
D) employees 
E) suppliers 
A) competitors 
B) prospects 
C) shareholders 
D) employees 
E) suppliers

Question 7

According to Figure 12-6 above,"B" represents which dimension of service quality?

Accepted Answer

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

Question 8

The LA Galaxy's primary target market or "core fans" is

Accepted Answer

A) 18- to 24-year-old women. 
B) Hispanics. 
C) all sport fans. 
D) 18- to 24-year-old men. 
E) Generation Z. 
A) 18- to 24-year-old women. 
B) Hispanics. 
C) all sport fans. 
D) 18- to 24-year-old men. 
E) Generation Z.

Question 9

List and explain the key elements of future services.

Accepted Answer

The three key elements of future service

Question 10

The __________ cost of a service is the cost of paying the person used to provide the service along with any needed equipment.

Accepted Answer

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

Question 11

Which of the following is high in experience properties?

Accepted Answer

A) clothing 
B) legal services 
C) auto repair 
D) a vacation 
E) a medical diagnosis 
A) clothing 
B) legal services 
C) auto repair 
D) a vacation 
E) a medical diagnosis

Question 12

Where would potatoes,a photographic studio,and a psychologist fit into the service continuum?

Accepted Answer

The service continuum refers to the rang

Question 13

Equipment-based services like ATMs,online brokerage firms,and automated car washes,do not have the marketing concern of

Accepted Answer

A) inconsistency. 
B) intangibility. 
C) inseparability 
D) inventory. 
E) independence. 
A) inconsistency. 
B) intangibility. 
C) inseparability 
D) inventory. 
E) independence.

Question 14

While there are the 4 Ps of marketing,there are the __________ Ps of services.

Accepted Answer

A) 3 
B) 5 
C) 6 
D) 7 
E) 8 
A) 3 
B) 5 
C) 6 
D) 7 
E) 8

Question 15

As a dimension of service quality,the willingness to help customers and provide prompt service is referred to as __________.

Accepted Answer

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

Question 16

Charging different prices during different times of the day or during different days of the week to reflect variations in demand for a service is referred to as

Accepted Answer

A) capacity pricing. 
B) idle production pricing. 
C) customer contact pricing. 
D) derived demand pricing. 
E) off-peak pricing. 
A) capacity pricing. 
B) idle production pricing. 
C) customer contact pricing. 
D) derived demand pricing. 
E) off-peak pricing.

Question 17

The American Red Cross uses marketing to help achieve its goals.As a service,it can be classified as

Accepted Answer

A) a nonprofit organization. 
B) a for profit organization. 
C) equipment-based. 
D) a business firm. 
E) a governmental agency. 
A) a nonprofit organization. 
B) a for profit organization. 
C) equipment-based. 
D) a business firm. 
E) a governmental agency.

Question 18

A __________ is very important to the process aspect of services because it helps identify steps that will ultimately lead to better service creation and delivery processes.

Accepted Answer

A) customer contact audit 
B) internal marketing review 
C) tangibility gap analysis 
D) service continuum 
E) consumer experience audit 
A) customer contact audit 
B) internal marketing review 
C) tangibility gap analysis 
D) service continuum 
E) consumer experience audit

Question 19

Many nonprofit organizations use PSAs in their media planning.What does the acronym "PSA" stand for?

Accepted Answer

A) public stakeholder agreement 
B) promotional service amendment 
C) public sustainability amendment 
D) promotional setting announcement 
E) public service announcement 
A) public stakeholder agreement 
B) promotional service amendment 
C) public sustainability amendment 
D) promotional setting announcement 
E) public service announcement

Question 20

To reduce the uncertainty created by __________ properties,service consumers turn to personal sources of information such as opinion leaders,early adopters,and reference group members during the purchase decision process.

Accepted Answer

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

Exam 12: Services Marketing

What do the United States Post Service,the Connecticut Department of Social Services,and the Phoenix Fire Department have in common?

In the seven Ps of services marketing,the term "process" involves not only "what" gets created but also

For nonprofit organizations,excesses in revenue over expenses are

Consider Figure 12-4 above.Services can be classified by their method of delivery."B" represents

The concept of internal marketing is based on the notion that a service organization must focus on its __________ before successful programs can be directed at customers.

According to Figure 12-6 above,"B" represents which dimension of service quality?

The LA Galaxy's primary target market or "core fans" is

List and explain the key elements of future services.

The __________ cost of a service is the cost of paying the person used to provide the service along with any needed equipment.

Which of the following is high in experience properties?

Where would potatoes,a photographic studio,and a psychologist fit into the service continuum?

Equipment-based services like ATMs,online brokerage firms,and automated car washes,do not have the marketing concern of

While there are the 4 Ps of marketing,there are the __________ Ps of services.

As a dimension of service quality,the willingness to help customers and provide prompt service is referred to as __________.

Charging different prices during different times of the day or during different days of the week to reflect variations in demand for a service is referred to as

The American Red Cross uses marketing to help achieve its goals.As a service,it can be classified as

A __________ is very important to the process aspect of services because it helps identify steps that will ultimately lead to better service creation and delivery processes.

Many nonprofit organizations use PSAs in their media planning.What does the acronym "PSA" stand for?

To reduce the uncertainty created by __________ properties,service consumers turn to personal sources of information such as opinion leaders,early adopters,and reference group members during the purchase decision process.

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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