Question 1

Tangible characteristics that customers can evaluate prior to purchase are termed ____________.

Accepted Answer

A)  search attributes 
B)  experience attributes 
C)  credence attributes 
D)  satisfaction attributes 
E)  capital attributes 
A)  search attributes 
B)  experience attributes 
C)  credence attributes 
D)  satisfaction attributes 
E)  capital attributes A

Question 2

Developed nations are seeing increased spending on which of the following services at the expense of physical goods?

Accepted Answer

A)  Extreme sports 
B)  Financial advising 
C)  Urban planning 
D)  Medical 
E)  Consulting 
A)  Extreme sports 
B)  Financial advising 
C)  Urban planning 
D)  Medical 
E)  Consulting A

Question 3

Describe how a firm like AOL can reduce customer perceptions of risk?

Accepted Answer

AOL can create more search attributes by offering free trials. The Internet provider offers potential customers free service for a limited time. This allows consumers to utilize the service without cost with the hope that consumers will be hooked on the service by the end of the free trial period.

Question 4

Reliability, ease of use, and customer support are considered ____________.

Accepted Answer

A)  search attributes 
B)  experience attributes 
C)  credence attributes 
D)  satisfaction attributes 
E)  capital attributes 
A)  search attributes 
B)  experience attributes 
C)  credence attributes 
D)  satisfaction attributes 
E)  capital attributes

Question 5

Give an example of a restaurant's credence attribute.

Accepted Answer

The answer of Give an example of a restaurant's credence...

Question 6

The technical core typically is in the back-stage and is visible to the customer.

Accepted Answer

A) True 
 B)False

Question 7

High-contact encounters between customers and service organizations differ sharply from low-contact encounters.

Accepted Answer

A) True 
 B)False

Question 8

Dental customers ____________ to avoid delays and ensure effective use of dental professionals' time.

Accepted Answer

A)  sit quietly in the waiting room 
B)  commit positive word-of-mouth 
C)  confirm and honor appointments 
D)  should get to know hygienists 
E)  provide accurate histories 
A)  sit quietly in the waiting room 
B)  commit positive word-of-mouth 
C)  confirm and honor appointments 
D)  should get to know hygienists 
E)  provide accurate histories

Question 9

Give an example of a service's search attribute.

Accepted Answer

Restaurant-restauran

Question 10

The zone of tolerance is the extent to which customers are willing to accept variation in service delivery.

Accepted Answer

A) True 
 B)False

Question 11

Define "high-contact service."

Accepted Answer

A high contact service entails

Question 12

How can advertising help reduce customer risk perceptions of a service firm like a credit card?

Accepted Answer

Advertising helps customers visualize se

Question 13

Give an example of a social risk involved in using a service.

Accepted Answer

What will my friends

Question 14

_______________ confirmation is when the service provided was better than expected.

Accepted Answer

A)  Negative 
B)  Neutral 
C)  Positive 
D)  Potential 
E)  Unexpected 
A)  Negative 
B)  Neutral 
C)  Positive 
D)  Potential 
E)  Unexpected

Question 15

Describe what is meant by adequate service, predicted service, and zone of tolerance.

Accepted Answer

Adequate service is the minimum level of

Question 16

Describe how the three-stage model of service consumption could explain consumer behavior in a low-contact service like investing.

Accepted Answer

The three-stage model of service consump

Question 17

Customers that have no relevant prior experience with a firm may base pre-purchase expectations on word-of-mouth comments, news stories, or the firm's own marketing efforts.

Accepted Answer

A) True 
 B)False

Question 18

The prepurchase stage begins with ____________.

Accepted Answer

A)  perceived risk 
B)  formation of expectations 
C)  moments of truth 
D)  evoked set 
E)  need arousal 
A)  perceived risk 
B)  formation of expectations 
C)  moments of truth 
D)  evoked set 
E)  need arousal

Question 19

Describe the servuction system for a high-contact service like an upscale restaurant.

Accepted Answer

The servuction system includes a technic

Question 20

To develop effective marketing strategies, marketers must understand how people make decisions about buying and using service and ____________.

Accepted Answer

A)  how they evaluate competitors 
B)  what determines their satisfaction with it after consumption 
C)  how often they utilize competitors 
D)  how often they complain to the service firm 
E)  the length of their relationship with the service firm 
A)  how they evaluate competitors 
B)  what determines their satisfaction with it after consumption 
C)  how often they utilize competitors 
D)  how often they complain to the service firm 
E)  the length of their relationship with the service firm

Tangible characteristics that customers can evaluate prior to purchase are termed ____________.

Developed nations are seeing increased spending on which of the following services at the expense of physical goods?

Describe how a firm like AOL can reduce customer perceptions of risk?

Reliability, ease of use, and customer support are considered ____________.

Give an example of a restaurant's credence attribute.

The technical core typically is in the back-stage and is visible to the customer.

High-contact encounters between customers and service organizations differ sharply from low-contact encounters.

Dental customers ____________ to avoid delays and ensure effective use of dental professionals' time.

Give an example of a service's search attribute.

The zone of tolerance is the extent to which customers are willing to accept variation in service delivery.

Define "high-contact service."

How can advertising help reduce customer risk perceptions of a service firm like a credit card?

Give an example of a social risk involved in using a service.

_______________ confirmation is when the service provided was better than expected.

Describe what is meant by adequate service, predicted service, and zone of tolerance.

Describe how the three-stage model of service consumption could explain consumer behavior in a low-contact service like investing.

Customers that have no relevant prior experience with a firm may base pre-purchase expectations on word-of-mouth comments, news stories, or the firm's own marketing efforts.

The prepurchase stage begins with ____________.

Describe the servuction system for a high-contact service like an upscale restaurant.

To develop effective marketing strategies, marketers must understand how people make decisions about buying and using service and ____________.

New Perspectives on Marketing in the Service Economy

Positioning Services in Competitive Markets

Developing Service Products: Core and Supplementary Elements

Distributing Services Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Designing and Managing Service Processes

Balancing Demand and Productive Capacity

Crafting the Service Environment

Managing People for Service Advantage

Managing Relationships and Building Loyalty

Complaint Handling and Service Recovery

Improving Service Quality and Productivity

Striving for Service Leadership

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Exam 2: Consumer Behavior in a Services Context

Tangible characteristics that customers can evaluate prior to purchase are termed ____________.

Developed nations are seeing increased spending on which of the following services at the expense of physical goods?

Describe how a firm like AOL can reduce customer perceptions of risk?

Reliability, ease of use, and customer support are considered ____________.

Give an example of a restaurant's credence attribute.

The technical core typically is in the back-stage and is visible to the customer.

High-contact encounters between customers and service organizations differ sharply from low-contact encounters.

Dental customers ____________ to avoid delays and ensure effective use of dental professionals' time.

Give an example of a service's search attribute.

The zone of tolerance is the extent to which customers are willing to accept variation in service delivery.

Define "high-contact service."

How can advertising help reduce customer risk perceptions of a service firm like a credit card?

Give an example of a social risk involved in using a service.

_______________ confirmation is when the service provided was better than expected.

Describe what is meant by adequate service, predicted service, and zone of tolerance.

Describe how the three-stage model of service consumption could explain consumer behavior in a low-contact service like investing.

Customers that have no relevant prior experience with a firm may base pre-purchase expectations on word-of-mouth comments, news stories, or the firm's own marketing efforts.

The prepurchase stage begins with ____________.

Describe the servuction system for a high-contact service like an upscale restaurant.

To develop effective marketing strategies, marketers must understand how people make decisions about buying and using service and ____________.

New Perspectives on Marketing in the Service Economy

Positioning Services in Competitive Markets

Developing Service Products: Core and Supplementary Elements

Distributing Services Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Designing and Managing Service Processes

Balancing Demand and Productive Capacity

Crafting the Service Environment

Managing People for Service Advantage

Managing Relationships and Building Loyalty

Complaint Handling and Service Recovery

Improving Service Quality and Productivity

Striving for Service Leadership

Filters