Question 1

Medical services and assisted living care are examples of

Accepted Answer

A) services shifted abroad because costs are lower in developing countries. 
B) services an aging population will increase the demand for. 
C) household maintenance activities that people increasingly pay others to perform. 
D) the price elasticity effect on services demand. 
E) the ability of empowerment to create tangible service products. 
A) services shifted abroad because costs are lower in developing countries. 
B) services an aging population will increase the demand for. 
C) household maintenance activities that people increasingly pay others to perform. 
D) the price elasticity effect on services demand. 
E) the ability of empowerment to create tangible service products. A

Question 2

The Warm Sands Resort has a five-star rating and wants to keep it that way. The resort has specific standards for service and has trained its employees to deliver service according to these standards, but even one unhappy customer could endanger the resort's reputation. What can the manager do to ensure that frontline employees offer consistent, excellent service to every visitor?

Accepted Answer

A hotel can reduce the delivery gap by following three methods:1. Empower employees-allow employees to individualize service as needed to meet customer needs.2. Use technology-provide instrumental support in the form of systems and equipment needed to deliver high-quality service.3. Provide support and incentives consistently throughout the organization and provide rewards to employees for excellent service.

Question 3

Dentists know most consumers are hesitant to use their services, in part because what they provide can be painful or uncomfortable at best, but also because much of what they provide is intangible. What is intangibility? How can dentists attempt to overcome intangibility aspects of their service?

Accepted Answer

Intangibility refers to the fact that many services cannot be touched, tasted, or seen like a pure product. Dentists and other professionals can attempt to overcome the problem of intangibility by creating images of the results and benefits of their services. Images of whitened or straightened teeth, or images of the problems associated with tooth decay can be used to convey the benefits of their services.

Question 4

Katie has been assigned the task of determining the zone of tolerance for the restaurant's reservation policy. What does Katie need to determine?

Accepted Answer

A) The earliest and latest times customers typically request a reservation. 
B) The length of time customers are willing to wait in the lobby before being seated at a table. 
C) Whether or not customers prefer to call to make a reservation or use an app to make a reservation. 
D) Whether the existing reservation system is sufficient in serving the customers. 
E) The difference between the expectation customers have regarding the reservation policy and what they will accept before dining elsewhere. 
A) The earliest and latest times customers typically request a reservation. 
B) The length of time customers are willing to wait in the lobby before being seated at a table. 
C) Whether or not customers prefer to call to make a reservation or use an app to make a reservation. 
D) Whether the existing reservation system is sufficient in serving the customers. 
E) The difference between the expectation customers have regarding the reservation policy and what they will accept before dining elsewhere.

Question 5

The marketing of services is identical to the marketing of products.

Accepted Answer

A) True 
 B)False

Question 6

A systematic ________ program collects customer inputs and integrates them into managerial decisions.

Accepted Answer

A) quality gap analysis 
B) empowerment 
C) zone of tolerance 
D) standards analysis 
E) voice-of-customer 
A) quality gap analysis 
B) empowerment 
C) zone of tolerance 
D) standards analysis 
E) voice-of-customer

Question 7

Empowerment of employees helps address the delivery gap because

Accepted Answer

A) employees directly involved with the customer can respond effectively at the moment the problem occurs. 
B) customers appreciate feeling empowered. 
C) management then doesn't need to devote time and energy to resolving service delivery problems. 
D) employees spend less time resolving problems than managers would. 
E) it is best to resolve issues at the corporate level. 
A) employees directly involved with the customer can respond effectively at the moment the problem occurs. 
B) customers appreciate feeling empowered. 
C) management then doesn't need to devote time and energy to resolving service delivery problems. 
D) employees spend less time resolving problems than managers would. 
E) it is best to resolve issues at the corporate level.

Question 8

Yum Yum Ice Cream Shoppe provides each employee with a clean, sharp-looking uniform. It also instructs employees to keep the work area neat, tidy, and uncluttered. Yum Yum Ice Cream Shoppe emphasizes ________ in the five service quality dimensions.

Accepted Answer

A) assurance 
B) reliability 
C) tangibles 
D) responsiveness 
E) empathy 
A) assurance 
B) reliability 
C) tangibles 
D) responsiveness 
E) empathy

Question 9

How has the dependence on services changed in the U.S. economy?

Accepted Answer

A) Services do not play as a large a role in the U.S. economy today compared to ten years ago. 
B) Services and products represent equal percentages of the U.S. gross domestic product. 
C) Services continue to play a minor role in the U.S. economy. 
D) Services are not considered a component of the U.S. gross domestic product. 
E) Today, services account for a higher percentage of the GDP than in previous decades. 
A) Services do not play as a large a role in the U.S. economy today compared to ten years ago. 
B) Services and products represent equal percentages of the U.S. gross domestic product. 
C) Services continue to play a minor role in the U.S. economy. 
D) Services are not considered a component of the U.S. gross domestic product. 
E) Today, services account for a higher percentage of the GDP than in previous decades.

Question 10

Using technology and ________ are two ways a delivery gap can be reduced in size.

Accepted Answer

A) empowering employees 
B) variability analysis 
C) voice-of-customer analysis 
D) zone of tolerance analysis 
E) public relations 
A) empowering employees 
B) variability analysis 
C) voice-of-customer analysis 
D) zone of tolerance analysis 
E) public relations

Question 11

What refers to the variability in a service's quality?

Accepted Answer

A) heterogeneity 
B) perishability 
C) service gap 
D) delivery gap 
E) communications gap 
A) heterogeneity 
B) perishability 
C) service gap 
D) delivery gap 
E) communications gap

Question 12

Namaste Hotels is known for its immaculate lobbies and rooms that always appear brand new for every guest. This relates to the service dimension of tangibles.

Accepted Answer

A) True 
 B)False

Question 13

Max relocated to take a new job. He immediately got sick and went to a doctor close to where he lived. During his exam, the doctor was impatient and demonstrated a poor bedside manner. Max wished that he could have requested a different doctor in that moment, but it was too late. Max's experience exemplifies which key difference in services?

Accepted Answer

A) intangibility 
B) homogeneity 
C) perishability 
D) inseparability 
E) heterogeneity 
A) intangibility 
B) homogeneity 
C) perishability 
D) inseparability 
E) heterogeneity

Question 14

Because services are intangible, it is often difficult for customers to determine how a service meets their expectations, which marketers call

Accepted Answer

A) service perceptions. 
B) service efforts. 
C) service quality. 
D) service aspirations. 
E) service feedback. 
A) service perceptions. 
B) service efforts. 
C) service quality. 
D) service aspirations. 
E) service feedback.

Question 15

Service providers often encounter rude and unreasonable consumers. Services marketing managers can reduce the delivery gap, even for these customers, by

Accepted Answer

A) empowering consumers. 
B) providing support and incentives for their employees. 
C) directing zone of tolerance limits for employees. 
D) doing effective customer screening. 
E) forcing rude customers to use technology. 
A) empowering consumers. 
B) providing support and incentives for their employees. 
C) directing zone of tolerance limits for employees. 
D) doing effective customer screening. 
E) forcing rude customers to use technology.

Question 16

When marketers state that services are ________, they are referring to the fact that services cannot be stored for use in the future.

Accepted Answer

A) intangible 
B) inseparable 
C) heterogeneous 
D) durable 
E) perishable 
A) intangible 
B) inseparable 
C) heterogeneous 
D) durable 
E) perishable

Question 17

Marketers can take advantage of the variable nature of services by

Accepted Answer

A) merging services with products. 
B) customizing services to meet customers' needs exactly. 
C) offering to expedite intangibles. 
D) expanding the standards gap. 
E) using strict standardization. 
A) merging services with products. 
B) customizing services to meet customers' needs exactly. 
C) offering to expedite intangibles. 
D) expanding the standards gap. 
E) using strict standardization.

Question 18

Although firms such as restaurants have difficulty controlling service quality from day to day, they do have control over

Accepted Answer

A) how they communicate the services they promise. 
B) the price of ingredients. 
C) the attitudes of customers. 
D) the way customers view them compared to competitors. 
E) the knowledge gap consumers create. 
A) how they communicate the services they promise. 
B) the price of ingredients. 
C) the attitudes of customers. 
D) the way customers view them compared to competitors. 
E) the knowledge gap consumers create.

Question 19

For years, the Mogul Sheraton, a four-star hotel overlooking the Taj Mahal in India, offered free elephant and camel rides to hotel visitors. Few customers took advantage of this service. This is an example of a ________ gap in services marketing.

Accepted Answer

A) seniority 
B) knowledge 
C) standards 
D) delivery 
E) communication 
A) seniority 
B) knowledge 
C) standards 
D) delivery 
E) communication

Question 20

Which service gap is the Hotel Arista trying to address when it takes time and spends up to $1,700 to train a new employee?

Accepted Answer

A) standards gap 
B) knowledge gap 
C) performance gap 
D) communication gap 
E) recovery gap 
A) standards gap 
B) knowledge gap 
C) performance gap 
D) communication gap 
E) recovery gap

Medical services and assisted living care are examples of

Dentists know most consumers are hesitant to use their services, in part because what they provide can be painful or uncomfortable at best, but also because much of what they provide is intangible. What is intangibility? How can dentists attempt to overcome intangibility aspects of their service?

Katie has been assigned the task of determining the zone of tolerance for the restaurant's reservation policy. What does Katie need to determine?

The marketing of services is identical to the marketing of products.

A systematic ________ program collects customer inputs and integrates them into managerial decisions.

Empowerment of employees helps address the delivery gap because

Yum Yum Ice Cream Shoppe provides each employee with a clean, sharp-looking uniform. It also instructs employees to keep the work area neat, tidy, and uncluttered. Yum Yum Ice Cream Shoppe emphasizes ________ in the five service quality dimensions.

How has the dependence on services changed in the U.S. economy?

Using technology and ________ are two ways a delivery gap can be reduced in size.

What refers to the variability in a service's quality?

Namaste Hotels is known for its immaculate lobbies and rooms that always appear brand new for every guest. This relates to the service dimension of tangibles.

Because services are intangible, it is often difficult for customers to determine how a service meets their expectations, which marketers call

Service providers often encounter rude and unreasonable consumers. Services marketing managers can reduce the delivery gap, even for these customers, by

When marketers state that services are ________, they are referring to the fact that services cannot be stored for use in the future.

Marketers can take advantage of the variable nature of services by

Although firms such as restaurants have difficulty controlling service quality from day to day, they do have control over

For years, the Mogul Sheraton, a four-star hotel overlooking the Taj Mahal in India, offered free elephant and camel rides to hotel visitors. Few customers took advantage of this service. This is an example of a ________ gap in services marketing.

Which service gap is the Hotel Arista trying to address when it takes time and spends up to $1,700 to train a new employee?

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Digital Marketing: Online, Social, and Mobile

Conscious Marketing, Corporate Social Responsibility, and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Pricing Concepts for Capturing Value

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters

Exam 13: Services: the Intangible Product

Medical services and assisted living care are examples of

Dentists know most consumers are hesitant to use their services, in part because what they provide can be painful or uncomfortable at best, but also because much of what they provide is intangible. What is intangibility? How can dentists attempt to overcome intangibility aspects of their service?

Katie has been assigned the task of determining the zone of tolerance for the restaurant's reservation policy. What does Katie need to determine?

The marketing of services is identical to the marketing of products.

A systematic ________ program collects customer inputs and integrates them into managerial decisions.

Empowerment of employees helps address the delivery gap because

Yum Yum Ice Cream Shoppe provides each employee with a clean, sharp-looking uniform. It also instructs employees to keep the work area neat, tidy, and uncluttered. Yum Yum Ice Cream Shoppe emphasizes ________ in the five service quality dimensions.

How has the dependence on services changed in the U.S. economy?

Using technology and ________ are two ways a delivery gap can be reduced in size.

What refers to the variability in a service's quality?

Namaste Hotels is known for its immaculate lobbies and rooms that always appear brand new for every guest. This relates to the service dimension of tangibles.

Because services are intangible, it is often difficult for customers to determine how a service meets their expectations, which marketers call

Service providers often encounter rude and unreasonable consumers. Services marketing managers can reduce the delivery gap, even for these customers, by

When marketers state that services are ________, they are referring to the fact that services cannot be stored for use in the future.

Marketers can take advantage of the variable nature of services by

Although firms such as restaurants have difficulty controlling service quality from day to day, they do have control over

For years, the Mogul Sheraton, a four-star hotel overlooking the Taj Mahal in India, offered free elephant and camel rides to hotel visitors. Few customers took advantage of this service. This is an example of a ________ gap in services marketing.

Which service gap is the Hotel Arista trying to address when it takes time and spends up to $1,700 to train a new employee?

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Digital Marketing: Online, Social, and Mobile

Conscious Marketing, Corporate Social Responsibility, and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Pricing Concepts for Capturing Value

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters