Question 1

The key technological elements of future services include ________ and personalization.

Accepted Answer

A)  automation
B)  globalization
C)  mobility
D)  divergence
E)  convenienceF) B) and C)
G) C) and E)

Question 2

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.

Accepted Answer

A)  credence
B)  expertise
C)  search
D)  experience
E)  customer relationshipF) B) and C)
G) B) and E)

Question 3

According to the service continuum,what are offerings such as theaters,advertising agencies,and air travel?

Accepted Answer

A)  product-dominated offerings
B)  people-dominated offerings
C)  service-dominated offerings
D)  equipment-dominated offerings
E)  idea-dominated offeringsF) None of the above
G) A) and E)

Question 4

The type of analysis that compares the differences between consumers' expectations about a service and their experience with it is referred to as

Accepted Answer

A)  customer relationship management.
B)  service encounter differential.
C)  gap analysis.
D)  a customer contact audit.
E)  a service audit.F) B) and C)
G) A) and E)

Question 5

The intangibility element of a service refers to the fact that it

Accepted Answer

A)  has value that can only be determined by using subjective criteria.
B)  can't be held,seen,or touched before the purchase decision.
C)  requires the ability to provide the service even in times of no demand.
D)  can maintain or accumulate good will with customers.
E)  can be objectively evaluated.F) All of the above
G) A) and D)

Question 6

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?

Accepted Answer

A)  incongruity
B)  intangibility
C)  inconsistency
D)  inseparability
E)  idle production capacityF) A) and B)
G) None of the above

Question 7

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)  suppliersF) B) and E)
G) C) and E)

Question 8

Giving unauthorized free products or services to customers to inflate their customer satisfaction levels is referred to as

Accepted Answer

A)  BOGOs.
B)  Facebook liking.
C)  service sweethearting.
D)  research baiting.
E)  social incentivizing.F) All of the above
G) D) and E)

Question 9

Consumers have more difficulty evaluating services than they do products;the difficulty results from the

Accepted Answer

A)  intangibility of services.
B)  incongruity of services.
C)  inseparability of services.
D)  inflexibility of services.
E)  interdependence of services.F) B) and E)
G) All of the above

Question 10

Figure 12-6
 
-According to Figure 12-6 above,Box A represents which dimension of service quality?

Accepted Answer

A)  tangibility (tangibles) 
B)  responsiveness
C)  assurance
D)  reliability
E)  empathyF) D) and E)
G) C) and D)

Question 11

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

Accepted Answer

A)  18- to 34-year-old women.
B)  Hispanics.
C)  all sports fans.
D)  18- to 34-year-old men.
E)  Generation Z.F) None of the above
G) C) and D)

Question 12

Marketers for the LA Galaxy market what basic product?

Accepted Answer

A)  a soccer game
B)  popular players
C)  a generic social experience
D)  a winning team
E)  a competitive spiritF) B) and E)
G) None of the above

Question 13

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)  service continuum
E)  inconsistencyF) A) and C)
G) All of the above

Question 14

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

Accepted Answer

A)  designer dress
B)  law practice
C)  tutoring service
D)  cat food
E)  baking sodaF) All of the above
G) None of the above

Question 15

Ron had a craving for sushi so he searched yellowpages.com for the name of a restaurant in his vicinity that serves this type of food.When he arrived at his destination,he was impressed with the menu posted outside the door and decided to go in.He was greeted with a smile by a hostess and then immediately seated at a well-appointed table where he was given a warm cloth for his hands.A waiter beautifully presented the food,the rice was the perfect texture and temperature,and the fish was fresh and delicious.Halfway thought the meal,he excused himself to go to the restroom.It was clean,but the paper towel dispenser was empty.He returned to his table,finished his meal,and paid his check.The hostess said good-bye and asked him to return.Which of the following statements about this scenario is most accurate?

Accepted Answer

A)  Reading the menu posted outside the door was Ron's first point of interaction in the customer contact audit because if he hadn't liked the selections,he wouldn't have gone into the restaurant.
B)  Being greeted by the hostess was the first point of interaction in the customer contact audit because it was the first "human" encounter with the actual service provider-the restaurant's employee.
C)  The first point of interaction in the customer contact audit wasn't written,it was implied.The real first point in the customer contact audit should have been between Ron and the waiter,not Ron and the hostess.The waiter is wholly responsible for the service quality delivered.
D)  The lack of paper towels in the restroom was the first point of interaction in the customer contact audit because it was the first time his expectations weren't met.
E)  The yellowpages.com ad,the menu on the door,the hostess's greeting,the waiter,the quality and presentation of food,and even the restroom were all important service encounters.F) A) and C)
G) B) and D)

Question 16

A Delta Airlines ad shows the airline's new seats and emphasizes their size and other benefits,to overcome the ________ of its service.

Accepted Answer

A)  incongruity
B)  inconsistency
C)  inventory costs
D)  inseparability
E)  intangibilityF) B) and C)
G) A) and E)

Question 17

Figure 12-5
 
-According to Figure 12-5 above,purchases labeled C would most likely be evaluated on ________ properties.

Accepted Answer

A)  value
B)  search
C)  credence
D)  experience
E)  expenditureF) All of the above
G) C) and E)

Question 18

The American Red Cross uses social marketing tools such as ________ to increase blood donations.

Accepted Answer

A)  blogs
B)  e-mail blasts
C)  wikis
D)  apps
E)  tweetsF) None of the above
G) A) and B)

Question 19

Relationship marketing provides several benefits for service customers,including which of these?

Accepted Answer

A)  customized service delivery
B)  no need for comparison shopping
C)  discounted switching costs
D)  implied warranties
E)  strict government quality performance guidelinesF) A) and C)
G) A) and B)

Question 20

The customer experience with a service should be managed to ensure it

Accepted Answer

A)  allows for spontaneity and not be too rigid or planned.
B)  will be unique to each individual customer's experience.
C)  stresses the similarities in style,function,and form of the organization's service relative to the top competitors in the industry.
D)  differentiates a service from other service offerings.
E)  will be independently judged by someone outside the firm to guarantee objectivity.F) A) and C)
G) A) and D)

Exam 12: Services Marketing

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

Correct Answer
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The key technological elements of future services include ________ and personalization.

Correct Answer
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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?

Correct Answer
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Correct Answer
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According to the service continuum,what are offerings such as theaters,advertising agencies,and air travel?

Correct Answer
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The American Red Cross uses social marketing tools such as ________ to increase blood donations.

Correct Answer
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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.

Correct Answer
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Giving unauthorized free products or services to customers to inflate their customer satisfaction levels is referred to as

Correct Answer
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The type of analysis that compares the differences between consumers' expectations about a service and their experience with it is referred to as

Correct Answer
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Correct Answer
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According to the service continuum,which of the following offerings has the lowest level of intangibility?

Correct Answer
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The customer experience with a service should be managed to ensure it

Correct Answer
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Marketers for the LA Galaxy market what basic product?

Correct Answer
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A Delta Airlines ad shows the airline's new seats and emphasizes their size and other benefits,to overcome the ________ of its service.

Correct Answer
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Figure 12-5 -According to Figure 12-5 above,purchases labeled C would most likely be evaluated on ________ properties.

Correct Answer
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Figure 12-6 -According to Figure 12-6 above,Box A represents which dimension of service quality?

Correct Answer
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Consumers have more difficulty evaluating services than they do products;the difficulty results from the

Correct Answer
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Relationship marketing provides several benefits for service customers,including which of these?

Correct Answer
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The intangibility element of a service refers to the fact that it

Correct Answer
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Exam 12: Services Marketing

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The key technological elements of future services include ________ and personalization.

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

According to the service continuum,what are offerings such as theaters,advertising agencies,and air travel?

Correct AnswerverifiedShow Answer

The American Red Cross uses social marketing tools such as ________ to increase blood donations.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Giving unauthorized free products or services to customers to inflate their customer satisfaction levels is referred to as

Correct AnswerverifiedShow Answer

The type of analysis that compares the differences between consumers' expectations about a service and their experience with it is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The customer experience with a service should be managed to ensure it

Correct AnswerverifiedShow Answer

Marketers for the LA Galaxy market what basic product?

Correct AnswerverifiedShow Answer

A Delta Airlines ad shows the airline's new seats and emphasizes their size and other benefits,to overcome the ________ of its service.

Correct AnswerverifiedShow Answer

Figure 12-5 -According to Figure 12-5 above,purchases labeled C would most likely be evaluated on ________ properties.

Correct AnswerverifiedShow Answer

Figure 12-6 -According to Figure 12-6 above,Box A represents which dimension of service quality?

Correct AnswerverifiedShow Answer

Consumers have more difficulty evaluating services than they do products;the difficulty results from the

Correct AnswerverifiedShow Answer

Relationship marketing provides several benefits for service customers,including which of these?

Correct AnswerverifiedShow Answer

The intangibility element of a service refers to the fact that it

Correct AnswerverifiedShow Answer

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