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Exam 12: Services Marketing

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Question 31

Multiple Choice

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

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

F) B) and C)
G) B) and E)

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Question 32

Multiple Choice

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

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

F) All of the above
G) A) and C)

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Question 33

Multiple Choice

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Consumers can easily evaluate shoes, jewelry, and skis before making a purchase so they have ________ properties. On the other hand, consumers can evaluate services such as restaurants, ski instructors, and ride sharing only during or after their purchase, meaning these products have ________ properties.

Recently, nonprofit organizations like the American Red Cross, the March of Dimes, and Outward Bound

After selecting U.S. Bank after a move to a new state, Theresa needed help with her accounts and went to visit a personal banker. She was very impressed with the banker's attitude and willingness to explain certain items to her in terms she could understand. The service Theresa received from the U.S. Bank representative had ________ properties.

Which of the following is a key dimension of service quality?

Figure 12-5 -According to Figure 12-5 above, which statement is most accurate?

Services can be classified by their method of delivery. Services such as ATMs, taxis, and airlines are considered

One of the primary differences between tangible goods and services involves a consumer's ability to make prepurchase evaluations; tangible products have ________ properties, whereas services have ________ properties.

To help consumers assess and compare services, marketers try to make them tangible or

According to the service continuum, which of these offerings has the lowest level of intangibility?

To help consumers ________, marketers try to make them tangible or show the benefits of using the service.

The four I's of services consist of

________ 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.

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

Southwest Airlines operates a daily flight between Chicago and Phoenix using a Boeing 737, which has a capacity of 120 passengers. During the past month, the flight has averaged 112 passengers. Once the plane takes off, the empty seats generate no revenue for the airline for that flight. What unique aspect of services does this situation describe?

All of these are benefits to be stressed during the promotion of services except which?

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.

Chuck is a guide for tours that take visitors to swim with manatees in central Florida. He is a very gregarious guy with funny stories and a great way with people, so many online reviewers mention him by name and say little about the organization he works for. The reviewers' inability to see the distinction between Chuck and the tour company is an example of which unique characteristic of services?

What primary marketing metric does the LA Galaxy use to assess the impact of its marketing actions?