Question 1

There are several ways of providing consumers authentic offerings: (1) facilitate customization; (2) provide personal interaction rather than automation; (3) create a social process that allows consumers to share their interests; and (4) __________.

Accepted Answer

A)   allow for adaptability at every customer contact point
B)   back up claims with scientific research, market research, or governmental documentation
C)   manage any dimension of a firm's reputation that might influence perceptions of authenticity
D)   do thorough research at each stage of the new-service development process
E)   obtain personal endorsements from celebrity spokespeople and other opinion leadersF) C) and E)
G) A) and E)

Question 2

Before moving out of their apartment,Brad and Kim Westgate decided to have their carpets cleaned by ServiceMaster,a company specializing in professional carpet cleaning.The carpet cleaners arrived at Brad and Kim's apartment,unpacked their equipment,cleaned the carpets,packed up their tools,and drove away in their bright yellow van.The service provided by ServiceMaster could not be held,touched,or seen before the purchase decision.This scenario illustrates the __________ of services.

Accepted Answer

A)   inconsistency
B)   inseparability
C)   inventory costs
D)   intangibility
E)   interdependenceF) A) and B)
G) B) and E)

Question 3

Which of the following statements regarding the Phillies special promotions nights is most accurate?

Accepted Answer

A)   Although they foster good will in the community, there is little change in attendance.
B)   Regular and diehard fans tend to stay away because they are too distracted by children who are only there for the "free gifts" (bats, balls, bobble head dolls, etc.) .
C)   Attendance remains steady but people tend to spend more money during special event days because there is a greater sense of fun and excitement.
D)   Game attendance can increase by 30 to 35 percent during special event days.
E)   Game attendance increases by 25 percent with the bump in attendance usually lasting throughout the entire month.F) A) and D)
G) B) and E)

Question 4

Which of the organizations listed below has the lowest inventory carrying cost?

Accepted Answer

A)   restaurant
B)   automobile repair
C)   amusement parks
D)   employment agencies
E)   animal hospitalF) B) and D)
G) A) and E)

Question 5

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 6

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.The food was beautifully presented,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.The first point in his customer contact audit was __________.

Accepted Answer

A)   searching yellowpages.com
B)   reading the menu on the door
C)   being greeted by the hostess
D)   being seated at his table
E)   receiving his mealF) C) and D)
G) B) and E)

Question 7

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

Accepted Answer

The service continuum refers to the rang...

Question 8

Which of the following statements about relationship marketing is most accurate?

Accepted Answer

A)   The number of encounters in a service experience should always be the same.
B)   The service encounter represents an opportunity to develop social bonds with customers.
C)   An after-holiday sale is a good incentive to create a loyal customer relationship.
D)   The purpose of relationship marketing is to benefit the customer, not the organization.
E)   A major customer benefit of relationship marketing is a reduction in the price that is paid for services rendered.F) B) and C)
G) C) and E)

Question 9

Service providers use tools such as __________,which consists of charging different prices for different times of the day or during different days of the week to reflect the variations in demand for their services.

Accepted Answer

A)   scale pricing
B)   capacity pricing
C)   down-time pricing
D)   off-peak pricing
E)   fraction pricingF) B) and D)
G) D) and E)

Question 10

Sarah has a backache due to overexertion.She believes a massage would loosen her back muscles and make her feel better.She is concerned because a massage,unlike a pair of shoes,cannot be felt before she buys it.Sarah realizes massages have __________ properties.

Accepted Answer

A)   search
B)   form
C)   experience
D)   credence
E)   performanceF) A) and D)
G) B) and D)

Question 11

nonprofit organizations have used PSAs in their media planning.What does the acronym "PSA" stand for?

Accepted Answer

A)   public stakeholder announcement
B)   public sustainability announcement
C)   public service announcement
D)   public service annunciation
E)   promotional service announcementF) A) and B)
G) A) and D)

Question 12

Capacity Management Marketing Dashboard
-percentage of available seats flown one mile occupied by a paying customer is shown in the capacity management marketing dashboard above as __________.

Accepted Answer

A)   9.83%
B)   82.1%
C)   8.28%
D)   18.11%
E)   1.55%F) None of the above
G) B) and D)

Question 13

Which of the following statements about services is MOST accurate?

Accepted Answer

A)   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.
B)   Although a major contributor to the GDP nationally, services play only a minor role in GDP on a global scale.
C)   Services represent a large export business; it is one of the few areas where the United States has a trade surplus.
D)   Very few jobs in the United States are in the services sector.
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 E)

Question 14

key elements of future services include __________,convergence,and personalization.

Accepted Answer

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

Question 15

brochure for Spa Sydell has photographs of people enjoying the various spa amenities.By seeing the pictures of what is available at the spa,a customer has a better idea of what she is buying.Spa Sydell uses a brochure to help customers deal with the __________ that is associated with using the service.

Accepted Answer

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

Question 16

categories for equipment-based services include __________.

Accepted Answer

A)   unskilled labor, skilled labor, and professionals
B)   volunteers, unskilled and skilled operators, and professionals
C)   those operated by relatively unskilled operators, those operated by skilled operators, and unskilled labor
D)   those operated by skilled operators, unskilled labor, and professionals
E)   automated, those operated by relatively unskilled operators, and those operated by skilled operatorsF) A) and E)
G) C) and E)

Question 17

actual procedures,mechanisms,and flow of activities by which a service is created and delivered is referred to as __________.

Accepted Answer

A)   a process
B)   a procedure
C)   productivity
D)   a protocol
E)   a planF) A) and D)
G) All of the above

Question 18

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 19

Sterile Feral,Inc.is a nonprofit organization that catches wild or stray cats,and then neuters,vaccinates,and releases them back into the wild.In recent years,nonprofit organizations such as Sterile Feral have turned to marketing to help

Accepted Answer

A)   receive additional government funding.
B)   expand its business to stray dogs.
C)   maintain its nonprofit status.
D)   achieve organizational goals.
E)   compete with other similar organizations.F) A) and D)
G) C) and E)

Question 20

Capacity management refers to

Accepted Answer

A)   integrating the service component of the marketing mix with efforts to influence consumer demand.
B)   when the service provider is available but there is no demand.
C)   charging different prices during different times of the day or during different days of the week to reflect variations in demand for the service.
D)   the practice of changing prices for services in real time in response to supply and demand conditions.
E)   the operating cost per hour per employee or technology subtracted from the revenue generated by each full-time employee equivalent.F) C) and D)
G) D) and E)

Exam 12: Services Marketing

Sarah has a backache due to overexertion.She believes a massage would loosen her back muscles and make her feel better.She is concerned because a massage,unlike a pair of shoes,cannot be felt before she buys it.Sarah realizes massages have __________ properties.

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

Correct Answer
verified
The intangibility of services means that...
View Answer

Capacity Management Marketing Dashboard -percentage of available seats flown one mile occupied by a paying customer is shown in the capacity management marketing dashboard above as __________.

Correct Answer
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categories for equipment-based services include __________.

Correct Answer
verified

Correct Answer
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key elements of future services include __________,convergence,and personalization.

Correct Answer
verified

Capacity management refers to

Correct Answer
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Which of the organizations listed below has the lowest inventory carrying cost?

Correct Answer
verified

There are several ways of providing consumers authentic offerings: (1) facilitate customization; (2) provide personal interaction rather than automation; (3) create a social process that allows consumers to share their interests; and (4) __________.

Correct Answer
verified

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

Correct Answer
verified
The service continuum refers to the rang...
View Answer

Service providers use tools such as __________,which consists of charging different prices for different times of the day or during different days of the week to reflect the variations in demand for their services.

Correct Answer
verified

Which of the following statements about relationship marketing is most accurate?

Correct Answer
verified

Correct Answer
verified

Which of the following statements regarding the Phillies special promotions nights is most accurate?

Correct Answer
verified

actual procedures,mechanisms,and flow of activities by which a service is created and delivered is referred to as __________.

Correct Answer
verified

nonprofit organizations have used PSAs in their media planning.What does the acronym "PSA" stand for?

Correct Answer
verified

Sterile Feral,Inc.is a nonprofit organization that catches wild or stray cats,and then neuters,vaccinates,and releases them back into the wild.In recent years,nonprofit organizations such as Sterile Feral have turned to marketing to help

Correct Answer
verified

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

Correct Answer
verified
A customer contact audit is a flowchart ...
View Answer

Which of the following statements about services is MOST accurate?

Correct Answer
verified

Exam 12: Services Marketing

Sarah has a backache due to overexertion.She believes a massage would loosen her back muscles and make her feel better.She is concerned because a massage,unlike a pair of shoes,cannot be felt before she buys it.Sarah realizes massages have __________ properties.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Capacity Management Marketing Dashboard -percentage of available seats flown one mile occupied by a paying customer is shown in the capacity management marketing dashboard above as __________.

Correct AnswerverifiedShow Answer

categories for equipment-based services include __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

key elements of future services include __________,convergence,and personalization.

Correct AnswerverifiedShow Answer

Capacity management refers to

Correct AnswerverifiedShow Answer

Which of the organizations listed below has the lowest inventory carrying cost?

Correct AnswerverifiedShow Answer

There are several ways of providing consumers authentic offerings: (1) facilitate customization; (2) provide personal interaction rather than automation; (3) create a social process that allows consumers to share their interests; and (4) __________.

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

Service providers use tools such as __________,which consists of charging different prices for different times of the day or during different days of the week to reflect the variations in demand for their services.

Correct AnswerverifiedShow Answer

Which of the following statements about relationship marketing is most accurate?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements regarding the Phillies special promotions nights is most accurate?

Correct AnswerverifiedShow Answer

actual procedures,mechanisms,and flow of activities by which a service is created and delivered is referred to as __________.

Correct AnswerverifiedShow Answer

nonprofit organizations have used PSAs in their media planning.What does the acronym "PSA" stand for?

Correct AnswerverifiedShow Answer

Sterile Feral,Inc.is a nonprofit organization that catches wild or stray cats,and then neuters,vaccinates,and releases them back into the wild.In recent years,nonprofit organizations such as Sterile Feral have turned to marketing to help

Correct AnswerverifiedShow Answer

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

Correct Answer
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Correct Answer
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Correct Answer
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The intangibility of services means that...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The service continuum refers to the rang...
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
A customer contact audit is a flowchart ...
View Answer

Correct Answer
verified