Question 1

Effective service recovery systems lead to:

Accepted Answer

A) Elimination of customer service 
B) Improved customer dissatisfaction 
C) Higher customer retention 
D) Higher customer defection 
A) Elimination of customer service 
B) Improved customer dissatisfaction 
C) Higher customer retention 
D) Higher customer defection

Question 2

Characteristics of a level three relationship include:

Accepted Answer

A) Price incentive 
B) Personal treatment 
C) Tying the customer to the provider by providing solutions to customer problems that are designed into the service delivery system 
D) All of the above 
A) Price incentive 
B) Personal treatment 
C) Tying the customer to the provider by providing solutions to customer problems that are designed into the service delivery system 
D) All of the above

Question 3

Which of the following are benefits customers reap from entering into a long term relationship?

Accepted Answer

A) Risk and stress increase 
B) Better quality service 
C) Social and status risks 
D) None of the above 
A) Risk and stress increase 
B) Better quality service 
C) Social and status risks 
D) None of the above

Question 4

What is the outcome of expected service being equal to perceived service?

Accepted Answer

A) Customer satisfaction 
B) Customer dissatisfaction 
C) Customer indifference 
D) None of the above 
A) Customer satisfaction 
B) Customer dissatisfaction 
C) Customer indifference 
D) None of the above

Question 5

Service staff's ability to act in a friendly and polite manner and to care for their customers, is an example of which of the following service dimensions?

Accepted Answer

A) Empathy 
B) Communication 
C) Credibility 
D) Courtesy 
A) Empathy 
B) Communication 
C) Credibility 
D) Courtesy

Question 6

Distribution channels are usually more direct for physical goods than for services.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is an organizational benefit of strong customer relationships?

Accepted Answer

A) Reduced purchases 
B) Lowers switching costs 
C) Increases employee job switching 
D) Removes a sustainable competitive advantage 
A) Reduced purchases 
B) Lowers switching costs 
C) Increases employee job switching 
D) Removes a sustainable competitive advantage

Question 8

Service standardization is a related method of tracking which of the following?

Accepted Answer

A) Conditionality problem 
B) Intangibility problem 
C) Variability problem 
D) Inseparability problem 
A) Conditionality problem 
B) Intangibility problem 
C) Variability problem 
D) Inseparability problem

Question 9

Which of the following is a unique characteristic of services?

Accepted Answer

A) Conditionality 
B) Intangibility 
C) Invariability 
D) Separability 
A) Conditionality 
B) Intangibility 
C) Invariability 
D) Separability

Question 10

Donors may judge which charity to give to on the basis of _______.

Accepted Answer

A) the charity's awareness and reputation 
B) the confidence that the funds won't be wasted on excessive administration 
C) perceived worthiness of the cause 
D) all of these will have an impact 
A) the charity's awareness and reputation 
B) the confidence that the funds won't be wasted on excessive administration 
C) perceived worthiness of the cause 
D) all of these will have an impact

Question 11

Which of the following is a term used to describe a service?

Accepted Answer

A) Goods 
B) Perceptions 
C) Acts 
D) All of the above are terms used to describe a service 
A) Goods 
B) Perceptions 
C) Acts 
D) All of the above are terms used to describe a service

Question 12

Relationship marketing focuses on trying to move consumers up the ladder of _______ until they become advocates or partners of the organization.

Accepted Answer

A) loyalty 
B) relationships 
C) service 
D) retention 
A) loyalty 
B) relationships 
C) service 
D) retention

Question 13

Which of the following is a means of managing variability?

Accepted Answer

A) Selection, training and rewarding of staff 
B) Devaluation systems 
C) None of the above are means of managing variability 
D) All of the above are means of managing variability 
A) Selection, training and rewarding of staff 
B) Devaluation systems 
C) None of the above are means of managing variability 
D) All of the above are means of managing variability

Question 14

One of the characteristics of services is their perishability. Perishability can be overcome through the use of which of the following:

Accepted Answer

A) New product development 
B) Creative promotional strategy 
C) Effective distribution channels 
D) Differential pricing 
A) New product development 
B) Creative promotional strategy 
C) Effective distribution channels 
D) Differential pricing

Question 15

Customers base their evaluation of service delivery on both its outcome and process.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is not an implication of intangibility?

Accepted Answer

A) Pricing is straightforward 
B) Services cannot be inventoried 
C) Services cannot be easily communicated to customers 
D) Services cannot be owned 
A) Pricing is straightforward 
B) Services cannot be inventoried 
C) Services cannot be easily communicated to customers 
D) Services cannot be owned

Question 17

Characteristics of a level one relationship include:

Accepted Answer

A) Price incentive 
B) Personal treatment 
C) Tying the customer to the provider by providing solutions to customer problems that are designed into the service delivery system 
D) All of the above 
A) Price incentive 
B) Personal treatment 
C) Tying the customer to the provider by providing solutions to customer problems that are designed into the service delivery system 
D) All of the above

Question 18

The fact that many shopping malls now have cinemas, gyms, swimming polls, theatres and galleries attached, illustrates the retail trade's move towards the use of experiential marketing to enhance the consumer's shopping ________.

Accepted Answer

A) episodes 
B) exceptions 
C) exploits 
D) experience 
A) episodes 
B) exceptions 
C) exploits 
D) experience

Question 19

Public _______ have an important role to play in generating positive word-of-mouth and establishing the identity of many non-profit organizations.

Accepted Answer

A) codes 
B) causes 
C) objectives 
D) relations 
A) codes 
B) causes 
C) objectives 
D) relations

Question 20

Which of the following is a means of stimulating word-of-mouth communications?

Accepted Answer

A) Persuading satisfied customers to inform others of their satisfaction 
B) Targeting opinion followers in advertising campaigns 
C) Encouraging staff to talk to customers 
D) All of the above 
A) Persuading satisfied customers to inform others of their satisfaction 
B) Targeting opinion followers in advertising campaigns 
C) Encouraging staff to talk to customers 
D) All of the above

Effective service recovery systems lead to:

Characteristics of a level three relationship include:

Which of the following are benefits customers reap from entering into a long term relationship?

What is the outcome of expected service being equal to perceived service?

Service staff's ability to act in a friendly and polite manner and to care for their customers, is an example of which of the following service dimensions?

Distribution channels are usually more direct for physical goods than for services.

Which of the following is an organizational benefit of strong customer relationships?

Service standardization is a related method of tracking which of the following?

Which of the following is a unique characteristic of services?

Donors may judge which charity to give to on the basis of _______.

Which of the following is a term used to describe a service?

Relationship marketing focuses on trying to move consumers up the ladder of _______ until they become advocates or partners of the organization.

Which of the following is a means of managing variability?

One of the characteristics of services is their perishability. Perishability can be overcome through the use of which of the following:

Customers base their evaluation of service delivery on both its outcome and process.

Which of the following is not an implication of intangibility?

Characteristics of a level one relationship include:

The fact that many shopping malls now have cinemas, gyms, swimming polls, theatres and galleries attached, illustrates the retail trade's move towards the use of experiential marketing to enhance the consumer's shopping ________.

Public _______ have an important role to play in generating positive word-of-mouth and establishing the identity of many non-profit organizations.

Which of the following is a means of stimulating word-of-mouth communications?

The Nature of Marketing

The Global Marketing Environment

Understanding Customer Behaviour

Marketing Research and Customer Insights

Market Segmentation, Targeting and Positioning

Value Through Products and Brands

Value Through Pricing

Distribution: Delivering Customer Value

Integrated Marketing Communications 1: Mass Communications Techniques

Integrated Marketing Communications 2: Direct Communications Techniques

Digital Marketing

Filters

Exam 7: Value Through Services, Relationships and Experiences

Effective service recovery systems lead to:

Characteristics of a level three relationship include:

Which of the following are benefits customers reap from entering into a long term relationship?

What is the outcome of expected service being equal to perceived service?

Service staff's ability to act in a friendly and polite manner and to care for their customers, is an example of which of the following service dimensions?

Distribution channels are usually more direct for physical goods than for services.

Which of the following is an organizational benefit of strong customer relationships?

Service standardization is a related method of tracking which of the following?

Which of the following is a unique characteristic of services?

Donors may judge which charity to give to on the basis of _______.

Which of the following is a term used to describe a service?

Relationship marketing focuses on trying to move consumers up the ladder of _______ until they become advocates or partners of the organization.

Which of the following is a means of managing variability?

One of the characteristics of services is their perishability. Perishability can be overcome through the use of which of the following:

Customers base their evaluation of service delivery on both its outcome and process.

Which of the following is not an implication of intangibility?

Characteristics of a level one relationship include:

The fact that many shopping malls now have cinemas, gyms, swimming polls, theatres and galleries attached, illustrates the retail trade's move towards the use of experiential marketing to enhance the consumer's shopping ________.

Public _______ have an important role to play in generating positive word-of-mouth and establishing the identity of many non-profit organizations.

Which of the following is a means of stimulating word-of-mouth communications?

The Nature of Marketing

The Global Marketing Environment

Understanding Customer Behaviour

Marketing Research and Customer Insights

Market Segmentation, Targeting and Positioning

Value Through Products and Brands

Value Through Pricing

Distribution: Delivering Customer Value

Integrated Marketing Communications 1: Mass Communications Techniques

Integrated Marketing Communications 2: Direct Communications Techniques

Digital Marketing

Filters