Question 1

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 2

Services can be classified by their method of delivery.Services such as management consulting,plumbing,and cleaning are considered

Accepted Answer

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

Question 3

Another version of a customer contact audit that includes all employee actions and acknowledges that services are designed to be "experiences" is referred to as

Accepted Answer

A)  a service continuum.
B)  gap analysis.
C)  a service blueprint.
D)  an experience economy.
E)  a service audit.F) C) and D)
G) All of the above

Question 4

Which of the following statements about services is most accurate?

Accepted Answer

A)  Although a major contributor to the GDP nationally,services play only a minor role in GDP on a global scale.
B)  Whether tangible or intangible,the marketing of services is exactly the same as the marketing of products or ideas since they both satisfy customer needs.
C)  Almost 65 percent of all jobs created in the United States are in the services sector.
D)  In the United States,the proportion of the U.S.gross domestic product (GDP) coming from services now exceeds that from goods.
E)  There is much more in common with the marketing of services and business products than there is between the marketing of services and consumer products.F) A) and B)
G) C) and D)

Question 5

Research indicates that consumers search for much more information when trying to evaluate services with which properties?

Accepted Answer

A)  search
B)  tangible
C)  assurance
D)  experience
E)  credenceF) A) and B)
G) B) and E)

Question 6

What is a customer contact audit? Outline the contact audit for a typical visit to your dentist.

Accepted Answer

A customer contact audit is a flowchart ...

Question 7

The dimension of service quality called ________ is knowledge and courtesy of employees and their ability to convey trust and confidence.

Accepted Answer

A)  assurance
B)  sympathy
C)  empathy
D)  responsiveness
E)  reliabilityF) A) and C)
G) A) and B)

Question 8

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)  costF) A) and B)
G) A) and C)

Question 9

What do an online travel agency,a limousine service,and a music streaming service have in common?

Accepted Answer

A)  They are all strictly tangible services.
B)  They are all people-based services.
C)  None of them has a problem with idle production capacity.
D)  They are all equipment-based services.
E)  They all require skilled operators.F) C) and E)
G) D) and E)

Question 10

Equipment-based services do not have the marketing concern of inconsistency because ________ have been removed from the delivery of the service.

Accepted Answer

A)  risk and product liability
B)  people
C)  learning requirements
D)  automations
E)  accessoriesF) A) and D)
G) A) and E)

Question 11

Assuming the following information in a capacity management report from a well-known carrier in the airline industry will not change in the near future,what actions would you recommend that the carrier take? The yield is 9.83 cents,load factor is 82.1 percent,and operating expense is 8.28 cents.

Accepted Answer

A)  Proceed as in the past;the carrier is clearly profitable.
B)  Use advertising to let consumers know how the carrier currently meets their needs.
C)  Change the flight schedules to accommodate travelers' needs and advertise these changes.
D)  Keep the flight schedule as it is and reduce the price per flight.
E)  There is not enough information in the marketing dashboard to suggest an action to take.F) C) and E)
G) A) and C)

Question 12

Experts suggest that the customer experience with a service should be all of the following except which?

Accepted Answer

A)  consistent
B)  undifferentiated
C)  valuable
D)  intentional
E)  relevantF) B) and C)
G) A) and B)

Question 13

Many services depend on ________,one of the seven Ps of services,for the creation and delivery of the customer service experience.

Accepted Answer

A)  people
B)  profitability
C)  process
D)  productivity
E)  physical environmentF) B) and D)
G) A) and D)

Question 14

Services performed by surgeons or lawyers are primarily evaluated on ________ properties.

Accepted Answer

A)  search
B)  form
C)  indirect
D)  credence
E)  experienceF) A) and E)
G) A) and D)

Question 15

Figure 12-5
 
-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)  qualityF) A) and C)
G) A) and E)

Question 16

Which of the following products is high in search properties?

Accepted Answer

A)  clothing
B)  TV repair
C)  legal services
D)  auto repair
E)  medical diagnosisF) C) and D)
G) D) and E)

Question 17

Josh is looking for a new smartphone provider because he has grown tired of the many dropped calls,particularly near his school.In terms of the service quality dimensions,Josh is unhappy with which dimension of his service?

Accepted Answer

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

Question 18

Services can be classified according to whether they are

Accepted Answer

A)  national or global.
B)  used by independent contractors.
C)  privately owned or publicly owned.
D)  delivered by people or equipment.
E)  owned by individuals or corporations.F) None of the above
G) A) and B)

Question 19

Service organizations must manage the availability of the offering,in part so that

Accepted Answer

A)  marginal costs exceeds marginal revenues.
B)  service encounters can identify planning gaps.
C)  demand matches capacity over the duration of the demand cycle.
D)  the price elasticity of demand is unitary.
E)  the service experience is consistent with the sharing economy standards of the organization's industry.F) A) and D)
G) A) and E)

Question 20

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

Accepted Answer

A)  if it is created.
B)  how it is created.
C)  when it is created.
D)  for whom it is created.
E)  why it is created.F) A) and D)
G) C) and D)

Exam 12: Services Marketing

Experts suggest that the customer experience with a service should be all of the following except which?

Correct AnswerverifiedShow Answer

What is a customer contact audit? Outline the contact audit for a typical visit to your dentist.

Correct AnswerverifiedA customer contact audit is a flowchart ...View AnswerShow Answer

Which of the following statements about services is most accurate?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Services performed by surgeons or lawyers are primarily evaluated on ________ properties.

Correct AnswerverifiedShow Answer

Another version of a customer contact audit that includes all employee actions and acknowledges that services are designed to be "experiences" is referred to as

Correct AnswerverifiedShow Answer

Many services depend on ________,one of the seven Ps of services,for the creation and delivery of the customer service experience.

Correct AnswerverifiedShow Answer

Equipment-based services do not have the marketing concern of inconsistency because ________ have been removed from the delivery of the service.

Correct AnswerverifiedShow Answer

Research indicates that consumers search for much more information when trying to evaluate services with which properties?

Correct AnswerverifiedShow Answer

Services can be classified by their method of delivery.Services such as management consulting,plumbing,and cleaning are considered

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedBranding-since services are intangible,t...View AnswerShow Answer

Assuming the following information in a capacity management report from a well-known carrier in the airline industry will not change in the near future,what actions would you recommend that the carrier take? The yield is 9.83 cents,load factor is 82.1 percent,and operating expense is 8.28 cents.

Correct AnswerverifiedShow Answer

The dimension of service quality called ________ is knowledge and courtesy of employees and their ability to convey trust and confidence.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Service organizations must manage the availability of the offering,in part so that

Correct AnswerverifiedShow Answer

What do an online travel agency,a limousine service,and a music streaming service have in common?

Correct AnswerverifiedShow Answer

Services can be classified according to whether they are

Correct AnswerverifiedShow Answer

Which of the following products is high in search properties?

Correct AnswerverifiedShow Answer

Josh is looking for a new smartphone provider because he has grown tired of the many dropped calls,particularly near his school.In terms of the service quality dimensions,Josh is unhappy with which dimension of his service?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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A customer contact audit is a flowchart ...
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Branding-since services are intangible,t...
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