Question 1

The two basic components of a customer's evaluation of a service are

Accepted Answer

A) expectations and customer contact. 
B) expectations and experience. 
C) intangibility and inconsistency. 
D) experience and credence. 
E) inconsistency and inseparability.

Question 2

A publicity tool frequently used by nonprofit services, which uses free space or time donated by the media, is referred to as

Accepted Answer

A) a promotion. 
B) an advertisement. 
C) a press release. 
D) a cooperative advertisement. 
E) a public service announcement.

Question 3

When the ability to perform the promised service dependably and accurately is important, this represents which dimension of service quality?

Accepted Answer

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

Question 4

Changes in the services industry in the future will primarily be driven by three factors-technological development, __________, and the social imperative for sustainability.

Accepted Answer

A) reverse marketing 
B) improved understanding of service delivery and consumption 
C) global branding 
D) global service branding 
E) the elimination of ethnocentricity

Question 5

Place or distribution is a major factor in developing a service marketing strategy because of the __________ of services.

Accepted Answer

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

Question 6

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.

Question 7

One of the primary differences between tangible goods and services involves a consumer's ability to make prepurchase evaluations. For example, consumers can easily evaluate shoes, jewelry, and skis before making a purchase. On the other hand, consumers can evaluate services such as restaurants, ski instructors, and tanning salons only during or after their purchase. Indeed, tangible products have __________ properties, whereas services have __________ properties.

Accepted Answer

A) consistent; inconsistent 
B) search; experience 
C) inconsistent; consistent 
D) experience; search 
E) gap; encounter

Question 8

The inventory costs of services include

Accepted Answer

A) equipment and training costs. 
B) management and material costs. 
C) service delivery and spoilage costs. 
D) salary of service provider and equipment costs. 
E) salary of service provider and training costs.

Question 9

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.

Question 10

The American Red Cross uses social marketing tools such as __________ to raise contributions.

Accepted Answer

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

Question 11

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

Question 12

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

Question 13

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.

Question 14

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.

Question 15

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.

Question 16

What role does price play in the managing of services?

Accepted Answer

The answer of What role does price play in the...

Question 17

Changes in the services industry in the future will primarily be driven by three factors-technological development, 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

Question 18

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

Question 19

The interaction between a service provider and the consumer such that the two of them co-create value together is due to which element unique to services?

Accepted Answer

A) inventory 
B) intangibility 
C) inseparability 
D) continuum of the service 
E) inconsistency

Question 20

What is the difference between intangibility and inseparability of services?

Accepted Answer

The answer of What is the difference between intangibility and...

Exam 12: Services Marketing