Question 1

use of brand names is especially important for services because of which unique characteristic of services?

Accepted Answer

A)   inventory costs
B)   inseparability
C)   inconsistency
D)   invisibility
E)   intangibilityF) C) and D)
G) None of the above

Question 2

dimension of service quality called __________ is the appearance of physical facilities,equipment,personnel,and communication materials.

Accepted Answer

A)   assurance
B)   reliability
C)   responsiveness
D)   empathy
E)   tangibility (tangibles) F) None of the above
G) C) and D)

Question 3

American Red Cross uses social marketing tools such as Facebook,Twitter,and e-mail to increase donations.The __________ campaign raised more than $32 million in response to the Haiti earthquake.

Accepted Answer

A)   All for one and 1% for All
B)   Text-to-Donate
C)   In for a Penny
D)   It All Makes Cents
E)   Time for ChangeF) All of the above
G) None of the above

Question 4

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 B)
G) A) and C)

Question 5

public relations experts agree that it is best for a company to ___________ comments about it on the Internet.

Accepted Answer

A)   ignore
B)   argue with
C)   respond to
D)   blog about
E)   considerF) C) and D)
G) B) and E)

Question 6

Singapore Airlines ad in the textbook shows a traveler in the airline's new seats and also emphasizes food and other amenities to overcome the __________ of its service.

Accepted Answer

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

Question 7

four I's of services consist of

Accepted Answer

A)   inflexibility, intangibility, inconsistency, and inseparability.
B)   intangibility, inconsistency, inseparability, and inventory.
C)   incompatibility, inconsistency, inseparability, and inventory.
D)   invisibility, inconsistency, inseparability, and intangibility.
E)   inflexibility, incongruity, inconsistency, and inventory.F) A) and E)
G) A) and B)

Question 8

Sarah has a toothache.She believes it may be due to her not having regular dental checkups in the past.She now wants to find a dentist,but does not have one that she has used in the past.Because dentistry has __________ properties,Sarah plans to ask her friends for a recommendation for a dentist they like to be sure that she finds a good one.

Accepted Answer

A)   search
B)   form
C)   experience
D)   credence
E)   performanceF) C) and D)
G) None of the above

Question 9

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 unfortunately was out of paper towels.He returned to his table,finished his meal,and paid his check.The hostess said goodbye 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 encounter with the actual service provider-the restaurant.
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.
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 points of a contact.F) A) and B)
G) A) and C)

Question 10

Inconsistency of services refers to the fact that

Accepted Answer

A)   there is no regulation of service industries in terms of basic standards of quality.
B)   the quality of service provided by a firm is often inconsistent with its image.
C)   the performance of one employee may vary from the performance of another employee even though the same firm employs both.
D)   training and standardization of service delivery procedures cannot be accomplished.
E)   services have a varying degree of durability.F) C) and D)
G) B) and E)

Question 11

Phillies "special promotions days" fall into three distinct categories:

Accepted Answer

A)   theme nights, event days, and premium gift days.
B)   team-oriented, fan-oriented, and family-oriented.
C)   revenue generating, market share building, and goodwill generating.
D)   ticket discounts, trip giveaways, and contests.
E)   televised games, community outreach, and loyal fan promotions.F) B) and E)
G) A) and C)

Question 12

Airlines feature load factor as a(n) __________ 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 B)

Question 13

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 not, the marketing of services is exactly the same as the marketing of products or ideas since they both satisfy customer needs.
C)   Almost 35% of all jobs created in the United States are in the services sector.
D)   In the U.S., more than 47% of the GDP comes from services.
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) B) and E)
G) A) and B)

Question 14

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)   increasing the hours worked per week.
E)   using a commission compensation system.F) B) and D)
G) C) and E)

Question 15

are inventory of services different from that of goods?

Accepted Answer

A)   time is less important to customers of services than customers of goods
B)   many times, the service provider is unavailable when there is a demand for the service
C)   there are costs associated with the handling of service inventory
D)   service inventory can be reduced through a straight salary compensation system
E)   with goods, many items are perishableF) C) and D)
G) B) and D)

Question 16

Developing,pricing,promoting,and delivering services are challenging because the quality of the service is often inconsistent.Organizations attempt to reduce this inconsistency by

Accepted Answer

A)   paying higher incentives to employees to encourage satisfactory performance.
B)   reducing incentives available to employees because of poor performance.
C)   reducing the customer contact points in the service delivery process.
D)   providing standardization and training.
E)   exercising better hiring practices.F) A) and E)
G) D) and E)

Question 17

role does pricing play in the managing of services?

Accepted Answer

There are two roles pricing plays in man...

Question 18

Inseparability in services means consumers

Accepted Answer

A)   see little variation from one service provider in an industry to another.
B)   are unable to differentiate price from quality.
C)   cannot evaluate a service until it is being used.
D)   cannot separate the service from the deliverer of the service.
E)   cannot separate themselves from the deliverer of the service.F) All of the above
G) A) and B)

Exam 12: Services Marketing

Singapore Airlines ad in the textbook shows a traveler in the airline's new seats and also emphasizes food and other amenities to overcome the __________ of its service.

Correct Answer
verified

Developing,pricing,promoting,and delivering services are challenging because the quality of the service is often inconsistent.Organizations attempt to reduce this inconsistency by

Correct Answer
verified

use of brand names is especially important for services because of which unique characteristic of services?

Correct Answer
verified

Phillies "special promotions days" fall into three distinct categories:

Correct Answer
verified

Inconsistency of services refers to the fact that

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

four I's of services consist of

Correct Answer
verified

dimension of service quality called __________ is the appearance of physical facilities,equipment,personnel,and communication materials.

Correct Answer
verified

are inventory of services different from that of goods?

Correct Answer
verified

public relations experts agree that it is best for a company to ___________ comments about it on the Internet.

Correct Answer
verified

role does pricing play in the managing of services?

Correct Answer
verified
There are two roles pricing plays in man...
View Answer

Inseparability in services means consumers

Correct Answer
verified

Which of the following statements about services is MOST accurate?

Correct Answer
verified

American Red Cross uses social marketing tools such as Facebook,Twitter,and e-mail to increase donations.The __________ campaign raised more than $32 million in response to the Haiti earthquake.

Correct Answer
verified

Inventory carrying costs can be reduced by

Correct Answer
verified

Correct Answer
verified

Airlines feature load factor as a(n) __________ measure on their marketing dashboards.

Correct Answer
verified

Exam 12: Services Marketing

Singapore Airlines ad in the textbook shows a traveler in the airline's new seats and also emphasizes food and other amenities to overcome the __________ of its service.

Correct AnswerverifiedShow Answer

Developing,pricing,promoting,and delivering services are challenging because the quality of the service is often inconsistent.Organizations attempt to reduce this inconsistency by

Correct AnswerverifiedShow Answer

use of brand names is especially important for services because of which unique characteristic of services?

Correct AnswerverifiedShow Answer

Phillies "special promotions days" fall into three distinct categories:

Correct AnswerverifiedShow Answer

Inconsistency of services refers to the fact that

Correct AnswerverifiedShow Answer

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

four I's of services consist of

Correct AnswerverifiedShow Answer

dimension of service quality called __________ is the appearance of physical facilities,equipment,personnel,and communication materials.

Correct AnswerverifiedShow Answer

are inventory of services different from that of goods?

Correct AnswerverifiedShow Answer

public relations experts agree that it is best for a company to ___________ comments about it on the Internet.

Correct AnswerverifiedShow Answer

role does pricing play in the managing of services?

Correct AnswerverifiedThere are two roles pricing plays in man...View AnswerShow Answer

Inseparability in services means consumers

Correct AnswerverifiedShow Answer

Which of the following statements about services is MOST accurate?

Correct AnswerverifiedShow Answer

American Red Cross uses social marketing tools such as Facebook,Twitter,and e-mail to increase donations.The __________ campaign raised more than $32 million in response to the Haiti earthquake.

Correct AnswerverifiedShow Answer

Inventory carrying costs can be reduced by

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Airlines feature load factor as a(n) __________ measure on their marketing dashboards.

Correct AnswerverifiedShow Answer

Correct Answer
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There are two roles pricing plays in man...
View Answer

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Correct Answer
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