Question 1

How a person establishes expectations for a service not yet experienced is influenced by __________,personal needs,past experiences,and promotional activities.

Accepted Answer

A)  the economy
B)  consumer income
C)  word-of-mouth communications
D)  competitive trends
E)  how the organization delivers its serviceF) C) and D)
G) A) and E)

Question 2

What do a dry cleaning service,an automated carwash,and a taxi service have in common?

Accepted Answer

A)  They are all tangible services.
B)  They are all people-based services.
C)  None of them has problems with idle production capacity.
D)  They never use off-peak pricing.
E)  They are all equipment-based services.F) B) and C)
G) All of the above

Question 3

Many restaurants now ask consumers to evaluate their experience on a short questionnaire when they pay their bill.This assessment of consumer expectations and the actual experience they had is called a __________.

Accepted Answer

A)  service encounter survey
B)  customer profile analysis
C)  gap analysis
D)  customer contact audit
E)  service auditF) B) and C)
G) A) and E)

Question 4

Jason graduated from high school and took his mom to dinner after the ceremony.At the restaurant,the server fills their water glasses,checks on their table,and takes care of their requests.Jason notes that the last time he was at this same restaurant,the experience was much worse.This scenario illustrates the ___________ of services.

Accepted Answer

A)  impressionability
B)  intangibility
C)  inseparability
D)  uniqueness of the service
E)  inconsistencyF) None of the above
G) B) and C)

Question 5

According to the service continuum shown in Figure 12-3 above,which of the offerings has an almost perfect 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 6

Services depend on the people who provide them.As a result,their quality varies with each person's capabilities and day-to-day job performance.This element of services is referred to as __________.

Accepted Answer

A)  incongruity
B)  differentiation
C)  variation
D)  inconsistency
E)  intangibilityF) A) and B)
G) A) and C)

Question 7

The dimension of service quality called __________ is caring,and individualized attention provided to customers.

Accepted Answer

A)  assurance
B)  reliability
C)  responsiveness
D)  empathy
E)  sympathyF) A) and D)
G) A) and C)

Question 8

Organizations attempt to reduce the inconsistency of service delivery through

Accepted Answer

A)  higher incentives to employees for satisfactory performance.
B)  pay reductions and demotions for poor employee performance.
C)  the reduction of customer contact points in the service delivery process.
D)  standardization and training.
E)  employing technology.F) A) and E)
G) A) and B)

Question 9

All of the following are benefits to be stressed during the promotion of services EXCEPT:

Accepted Answer

A)  price.
B)  consistent quality.
C)  location.
D)  availability.
E)  efficiency.F) A) and B)
G) A) and E)

Question 10

Airline load factor refers to

Accepted Answer

A)  the percentage of paying customer seats flown one mile plus frequent flyer redemption seats flown one mile.
B)  the percentage of empty seats on a plane compared to its total capacity.
C)  the percentage of available seats flown one mile occupied by a paying customer.
D)  the percentage of seats that are overbooked on any given flight to prevent profit shortfalls for "no shows."
E)  the total of all paid seats plus all luggage overcharges and all purchased beverages,meals,and other amenities or additional services,per flight.F) A) and E)
G) B) and E)

Question 11

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 rationingF) All of the above
G) D) and E)

Question 12

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

Question 13

Changes in the services industry in the future will primarily be driven by three factors.They are: (1) technological development; (2) 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 ethnocentricityF) All of the above
G) C) and D)

Question 14

Although many people love the self-service technology that allows Redbox to provide DVDs 24 hours a day,seven days a week,many people missed the personal interaction and recommendations from their local clerks from Blockbuster or an independent video store.Redbox confronted this issue by creating "Redblog," where customers could share their opinions,feelings,and experiences.This is an example of confronting the

Accepted Answer

A)  inventory aspects of services.
B)  inseparability aspects of services.
C)  inconsistency aspects of services.
D)  intangibility aspects of services.
E)  impressionability aspects of services.F) A) and B)
G) A) and C)

Question 15

As a dimension of service quality,the appearance of physical facilities,equipment,personnel,and communication materials as a dimension of service quality is referred to as __________.

Accepted Answer

A)  communication
B)  responsiveness
C)  competence
D)  tangibility
E)  empathyF) A) and B)
G) A) and E)

Question 16

Recent research suggests that employees' competence,__________,and sincerity of the interactions affect the success of the relationships.

Accepted Answer

A)  reliability
B)  empathy
C)  responsiveness
D)  authenticity
E)  friendlinessF) A) and B)
G) C) and D)

Question 17

How the LA Galaxy use promotion (advertising,personal selling,public relations,sales promotion,direct marketing)in its marketing program.

Accepted Answer

LA Galaxy advertising includes TV,radio,...

Question 18

Relationship marketing provides several benefits for service customers,including: (1) the continuity of a single provider; (2) customized service delivery; (3) reduced stress due to a repetitive purchase process;and (4) __________.

Accepted Answer

A)  no need for comparison shopping
B)  implied warranties
C)  discounted switching costs
D)  an absence of switching costs
E)  strict government quality performance guidelinesF) All of the above
G) A) and B)

Question 19

Which of the following statements about service failures is MOST ACCURATE?

Accepted Answer

A)  Only 5-10% of dissatisfied customers choose to complain to the company.
B)  Once customers complain,they expect all of their demands to be met.
C)  Only 20% of consumers will give a company a second chance if they are not fully satisfied during the first encounter.
D)  People are twice as likely to share good service experiences as bad experiences.
E)  Monitoring social media websites such as YouTube,Twitter,and Facebook are a waste of time since the complaints presented are usually isolated instances and are not indicative of the actual service delivered.F) A) and E)
G) A) and D)

Question 20

The less-expensive matinee movie pricing offered on shows prior to 4:00 p.m.is an example of

Accepted Answer

A)  price lining.
B)  price differentiation.
C)  off-peak pricing.
D)  bait-and-switch pricing.
E)  idle production pricing.F) A) and B)
G) None of the above

Exam 12: Services Marketing

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

Correct Answer
verified

Correct Answer
verified

As a dimension of service quality,the appearance of physical facilities,equipment,personnel,and communication materials as a dimension of service quality is referred to as __________.

Correct Answer
verified

How the LA Galaxy use promotion (advertising,personal selling,public relations,sales promotion,direct marketing)in its marketing program.

Correct Answer
verified
LA Galaxy advertising includes TV,radio,...
View Answer

Changes in the services industry in the future will primarily be driven by three factors.They are: (1) technological development; (2) improved understanding of service delivery and consumption;and (3) __________.

Correct Answer
verified

Recent research suggests that employees' competence,__________,and sincerity of the interactions affect the success of the relationships.

Correct Answer
verified

Relationship marketing provides several benefits for service customers,including: (1) the continuity of a single provider; (2) customized service delivery; (3) reduced stress due to a repetitive purchase process;and (4) __________.

Correct Answer
verified

What do a dry cleaning service,an automated carwash,and a taxi service have in common?

Correct Answer
verified

Correct Answer
verified

Many restaurants now ask consumers to evaluate their experience on a short questionnaire when they pay their bill.This assessment of consumer expectations and the actual experience they had is called a __________.

Correct Answer
verified

All of the following are benefits to be stressed during the promotion of services EXCEPT:

Correct Answer
verified

Organizations attempt to reduce the inconsistency of service delivery through

Correct Answer
verified

Which of the following statements about service failures is MOST ACCURATE?

Correct Answer
verified

Compared with people-based services,equipment-based services do not have the marketing concern of

Correct Answer
verified

How a person establishes expectations for a service not yet experienced is influenced by __________,personal needs,past experiences,and promotional activities.

Correct Answer
verified

According to the service continuum shown in Figure 12-3 above,which of the offerings has an almost perfect balance of tangible and intangible attributes?

Correct Answer
verified

Airline load factor refers to

Correct Answer
verified

The dimension of service quality called __________ is caring,and individualized attention provided to customers.

Correct Answer
verified

The less-expensive matinee movie pricing offered on shows prior to 4:00 p.m.is an example of

Correct Answer
verified

Services depend on the people who provide them.As a result,their quality varies with each person's capabilities and day-to-day job performance.This element of services is referred to as __________.

Correct Answer
verified

Exam 12: Services Marketing

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

As a dimension of service quality,the appearance of physical facilities,equipment,personnel,and communication materials as a dimension of service quality is referred to as __________.

Correct AnswerverifiedShow Answer

How the LA Galaxy use promotion (advertising,personal selling,public relations,sales promotion,direct marketing)in its marketing program.

Correct AnswerverifiedLA Galaxy advertising includes TV,radio,...View AnswerShow Answer

Changes in the services industry in the future will primarily be driven by three factors.They are: (1) technological development; (2) improved understanding of service delivery and consumption;and (3) __________.

Correct AnswerverifiedShow Answer

Recent research suggests that employees' competence,__________,and sincerity of the interactions affect the success of the relationships.

Correct AnswerverifiedShow Answer

Relationship marketing provides several benefits for service customers,including: (1) the continuity of a single provider; (2) customized service delivery; (3) reduced stress due to a repetitive purchase process;and (4) __________.

Correct AnswerverifiedShow Answer

What do a dry cleaning service,an automated carwash,and a taxi service have in common?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Many restaurants now ask consumers to evaluate their experience on a short questionnaire when they pay their bill.This assessment of consumer expectations and the actual experience they had is called a __________.

Correct AnswerverifiedShow Answer

All of the following are benefits to be stressed during the promotion of services EXCEPT:

Correct AnswerverifiedShow Answer

Organizations attempt to reduce the inconsistency of service delivery through

Correct AnswerverifiedShow Answer

Which of the following statements about service failures is MOST ACCURATE?

Correct AnswerverifiedShow Answer

Compared with people-based services,equipment-based services do not have the marketing concern of

Correct AnswerverifiedShow Answer

How a person establishes expectations for a service not yet experienced is influenced by __________,personal needs,past experiences,and promotional activities.

Correct AnswerverifiedShow Answer

According to the service continuum shown in Figure 12-3 above,which of the offerings has an almost perfect balance of tangible and intangible attributes?

Correct AnswerverifiedShow Answer

Airline load factor refers to

Correct AnswerverifiedShow Answer

The dimension of service quality called __________ is caring,and individualized attention provided to customers.

Correct AnswerverifiedShow Answer

The less-expensive matinee movie pricing offered on shows prior to 4:00 p.m.is an example of

Correct AnswerverifiedShow Answer

Services depend on the people who provide them.As a result,their quality varies with each person's capabilities and day-to-day job performance.This element of services is referred to as __________.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
LA Galaxy advertising includes TV,radio,...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified