Question 1

The Philadelphia Phillies baseball team may have great hitting and pitching one day,and lose by 10 runs the next day.This is an example of a service being

Accepted Answer

A)  inseparable.
B)  inconsistent.
C)  inventoried.
D)  tied to a product.
E)  independent of the quality delivered.F) A) and B)
G) C) and D)

Question 2

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

Accepted Answer

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

Question 3

The first step a nonprofit organization should take to engage people with social media is to

Accepted Answer

A)  set specific measurable goals.
B)  understand what motivates people to take up causes.
C)  create a simple and realistic operating budget.
D)  create a well-defined organizational hierarchy.
E)  develop a unique selling proposition.F) All of the above
G) C) and D)

Question 4

According to the service continuum,which of these offerings has an equal balance of tangible and intangible attributes?

Accepted Answer

A)  tailored suit
B)  tutoring service
C)  dog food
D)  fast-food restaurant
E)  movie theaterF) C) and D)
G) B) and E)

Question 5

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

Accepted Answer

The service continuum refers to the rang...

Question 6

List and explain the key elements of future services.

Accepted Answer

The three key elements of future service...

Question 7

There are four unique elements to services-intangibility,inconsistency,inseparability,and inventory-which are referred to as the

Accepted Answer

A)  service mix.
B)  four I's of services.
C)  service matrix.
D)  four Ps of services.
E)  service continuum.F) C) and D)
G) A) and D)

Question 8

The process of managing the entire customer experience with the company is referred to as

Accepted Answer

A)  services marketing.
B)  internal marketing.
C)  customer experience management.
D)  relationship marketing.
E)  gap analysis.F) B) and C)
G) None of the above

Question 9

What role does price play in the managing of services?

Accepted Answer

Pricing plays two roles in managing serv...

Question 10

Airlines feature load factor as a ________ measure on their marketing dashboards.

Accepted Answer

A)  productivity
B)  price differentiation
C)  tangibility
D)  capacity management
E)  profitabilityF) B) and E)
G) A) and C)

Question 11

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 announcementF) C) and D)
G) B) and C)

Question 12

Integrating the service component of the marketing mix with efforts to influence consumer demand is referred to as

Accepted Answer

A)  customer management.
B)  internal marketing.
C)  product management.
D)  capacity management.
E)  seven Ps of services marketing.F) A) and C)
G) None of the above

Question 13

What does it mean when we say services are intangible? How do marketers of services overcome the problems associated with intangibility?

Accepted Answer

The intangibility of services means that...

Question 14

An expanded marketing mix for services that includes the four Ps (product,price,promotion,and place or distribution) as well as people,physical environment,and process,is referred to as the

Accepted Answer

A)  seven Ps of services marketing.
B)  service matrix.
C)  service continuum.
D)  service encounters.
E)  service mix.F) A) and D)
G) A) and E)

Question 15

In retail stores,inventory carrying costs can be reduced by

Accepted Answer

A)  using a straight salary compensation plan.
B)  hiring additional full-time personnel.
C)  allowing personnel to work overtime.
D)  minimizing employee absenteeism.
E)  reducing worker hours.F) A) and B)
G) C) and E)

Question 16

For nonprofit organizations,excesses in revenue over expenses are

Accepted Answer

A)  taxed at one-half the rate of 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.F) A) and C)
G) A) and E)

Question 17

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.F) C) and D)
G) A) and B)

Question 18

List and define the five dimensions of service quality described in the textbook.

Accepted Answer

According to Figure 12-6 in the textbook...

Question 19

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.F) A) and E)
G) D) and E)

Question 20

Which of the following statements regarding service branding is most accurate?

Accepted Answer

A)  Unlike products,services do not use subbranding.
B)  Services must include the word service in their brand names to assure that customers are not purchasing a tangible product.
C)  Service firms with a well-established brand reputation will find it easier to introduce new services than those without a brand reputation.
D)  Many consumers are suspicious of service providers that offer too many service line extensions.
E)  Many service organizations,such as banks,hotels,and restaurants,do not rely heavily on branding because of the extent to which they are people-,not equipment-based services.F) A) and B)
G) All of the above

Exam 12: Services Marketing

Integrating the service component of the marketing mix with efforts to influence consumer demand is referred to as

Correct AnswerverifiedShow Answer

What role does price play in the managing of services?

Correct AnswerverifiedPricing plays two roles in managing serv...View AnswerShow Answer

An expanded marketing mix for services that includes the four Ps (product,price,promotion,and place or distribution) as well as people,physical environment,and process,is referred to as the

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

According to the service continuum,which of these offerings has an equal balance of tangible and intangible attributes?

Correct AnswerverifiedShow Answer

Which of the following statements regarding service branding is most accurate?

Correct AnswerverifiedShow Answer

For nonprofit organizations,excesses in revenue over expenses are

Correct AnswerverifiedShow Answer

What does it mean when we say services are intangible? How do marketers of services overcome the problems associated with intangibility?

Correct AnswerverifiedThe intangibility of services means that...View AnswerShow Answer

In retail stores,inventory carrying costs can be reduced by

Correct AnswerverifiedShow Answer

The first step a nonprofit organization should take to engage people with social media is to

Correct AnswerverifiedShow Answer

There are four unique elements to services-intangibility,inconsistency,inseparability,and inventory-which are referred to as the

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedThe service continuum refers to the rang...View AnswerShow Answer

The Philadelphia Phillies baseball team may have great hitting and pitching one day,and lose by 10 runs the next day.This is an example of a service being

Correct AnswerverifiedShow Answer

Airlines feature load factor as a ________ measure on their marketing dashboards.

Correct AnswerverifiedShow Answer

The inventory costs of services include

Correct AnswerverifiedShow Answer

The process of managing the entire customer experience with the company is referred to as

Correct AnswerverifiedShow Answer

List and define the five dimensions of service quality described in the textbook.

Correct AnswerverifiedAccording to Figure 12-6 in the textbook...View AnswerShow Answer

List and explain the key elements of future services.

Correct AnswerverifiedThe three key elements of future service...View AnswerShow Answer

One tool available when trying to even out the variations in demand for services is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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Pricing plays two roles in managing serv...
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Correct Answer
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Correct Answer
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The intangibility of services means that...
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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The service continuum refers to the rang...
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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According to Figure 12-6 in the textbook...
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Correct Answer
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The three key elements of future service...
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Correct Answer
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Correct Answer
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