Question 1

A negative customer experience may result in which of the following:

Accepted Answer

A) Positive word-of-mouth 
B) Customer complaint 
C) Customer retention 
D) All of the above 
A) Positive word-of-mouth 
B) Customer complaint 
C) Customer retention 
D) All of the above

Question 2

The use of experiential marketing allows marketers to use relevant ways of communicating with audiences at events using _______ media and word-of-mouth marketing.

Accepted Answer

A) direct 
B) social 
C) mass 
D) indirect 
A) direct 
B) social 
C) mass 
D) indirect

Question 3

Which of the following is not a benefit of service organizations developing and maintaining strong customer relationships?

Accepted Answer

A) A short-term competitive advantage 
B) Lower costs 
C) Word-of-Mouth 
D) Employee job satisfaction 
A) A short-term competitive advantage 
B) Lower costs 
C) Word-of-Mouth 
D) Employee job satisfaction

Question 4

The second step in a service recovery process is to:

Accepted Answer

A) Encourage learning so that service recovery problems are identified and corrected 
B) Train and empower staff to respond to customer complaints 
C) Set up a tracking system to identify system failures 
D) None of the above 
A) Encourage learning so that service recovery problems are identified and corrected 
B) Train and empower staff to respond to customer complaints 
C) Set up a tracking system to identify system failures 
D) None of the above

Question 5

Which of the following influence customer expectations of service?

Accepted Answer

A) Word-of-mouth communications 
B) Public needs 
C) Future experience 
D) None of the above 
A) Word-of-mouth communications 
B) Public needs 
C) Future experience 
D) None of the above

Question 6

Squeezing more tables into a restaurant will:

Accepted Answer

A) Increase productivity but may decrease service quality 
B) Increase service quality but may decrease productivity 
C) Increase service quality only 
D) None of the above 
A) Increase productivity but may decrease service quality 
B) Increase service quality but may decrease productivity 
C) Increase service quality only 
D) None of the above

Question 7

The service sector continues to become increasingly important throughout the developed world.

Accepted Answer

A) True 
 B)False

Question 8

The link between customer loyalty and profitability is a very important one in marketing. Associations between a small increase in customer retention and a(n) _______ increase in profitability have been identified.

Accepted Answer

A) small 
B) minimal 
C) large 
D) non-existent 
A) small 
B) minimal 
C) large 
D) non-existent

Question 9

Which of the following are important dimensions of service quality?

Accepted Answer

A) Trustworthiness, reliability, reciprocity, reputation and flexibility 
B) Reliability, responsiveness, empathy, assurance and tangibles 
C) Reputation, responsiveness, intangibles, durability and reliability 
D) Assurance, reliability, responsiveness, reputation and flexibility 
A) Trustworthiness, reliability, reciprocity, reputation and flexibility 
B) Reliability, responsiveness, empathy, assurance and tangibles 
C) Reputation, responsiveness, intangibles, durability and reliability 
D) Assurance, reliability, responsiveness, reputation and flexibility

Question 10

The third step in a service recovery process is to:

Accepted Answer

A) Set up a tracking system to identify system failures 
B) Train and empower staff to respond to customer complaints 
C) Encourage learning so that service recovery problems are identified and corrected 
D) None of the above 
A) Set up a tracking system to identify system failures 
B) Train and empower staff to respond to customer complaints 
C) Encourage learning so that service recovery problems are identified and corrected 
D) None of the above

Question 11

Which of the following is an example of a pure service?

Accepted Answer

A) Psychotherapy 
B) Clothing 
C) Machinery 
D) Software design 
A) Psychotherapy 
B) Clothing 
C) Machinery 
D) Software design

Question 12

The length of time customers have been with the firm is more important than the nature of loyalty.

Accepted Answer

A) True 
 B)False

Question 13

Effective internal marketing targets which of the following?

Accepted Answer

A) Customers 
B) Staff 
C) Investors 
D) Distributors 
A) Customers 
B) Staff 
C) Investors 
D) Distributors

Question 14

Which of the following best describes a level one customer bond?

Accepted Answer

A) At this level, the bond is primarily through financial incentives 
B) At this level, the bond is through financial and social incentives 
C) At this level, the bond is through financial, social and structural bonds 
D) At this level, the bond is through social incentives 
A) At this level, the bond is primarily through financial incentives 
B) At this level, the bond is through financial and social incentives 
C) At this level, the bond is through financial, social and structural bonds 
D) At this level, the bond is through social incentives

Question 15

Positive word-of-mouth is key to the success of services because of their experiential nature.

Accepted Answer

A) True 
 B)False

Question 16

Company name and reputation is an example of which of the following service dimensions?

Accepted Answer

A) Understanding the customer 
B) Assurance 
C) Courtesy 
D) Responsiveness 
A) Understanding the customer 
B) Assurance 
C) Courtesy 
D) Responsiveness

Question 17

Two marketing courses delivered at the same university may vary considerably in terms of quality. Which of the following service characteristics does this example illustrate?

Accepted Answer

A) Intangibility 
B) Variability 
C) Inseparability 
D) Perishability 
A) Intangibility 
B) Variability 
C) Inseparability 
D) Perishability

Question 18

The attractiveness of a waiting environment may influence perceptions regarding which unique service characteristic?

Accepted Answer

A) Product 
B) Promotion 
C) People 
D) Physical evidence 
A) Product 
B) Promotion 
C) People 
D) Physical evidence

Question 19

All service encounters have the potential for long term relationships.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is of crucial importance in the achievement of high standards of service quality?

Accepted Answer

A) Selection, training and rewarding of staff 
B) The provision of a high quality product with excellent features 
C) The very close monitoring of staff 
D) All of the above 
A) Selection, training and rewarding of staff 
B) The provision of a high quality product with excellent features 
C) The very close monitoring of staff 
D) All of the above

A negative customer experience may result in which of the following:

The use of experiential marketing allows marketers to use relevant ways of communicating with audiences at events using _______ media and word-of-mouth marketing.

Which of the following is not a benefit of service organizations developing and maintaining strong customer relationships?

The second step in a service recovery process is to:

Which of the following influence customer expectations of service?

Squeezing more tables into a restaurant will:

The service sector continues to become increasingly important throughout the developed world.

The link between customer loyalty and profitability is a very important one in marketing. Associations between a small increase in customer retention and a(n) _______ increase in profitability have been identified.

Which of the following are important dimensions of service quality?

The third step in a service recovery process is to:

Which of the following is an example of a pure service?

The length of time customers have been with the firm is more important than the nature of loyalty.

Effective internal marketing targets which of the following?

Which of the following best describes a level one customer bond?

Positive word-of-mouth is key to the success of services because of their experiential nature.

Company name and reputation is an example of which of the following service dimensions?

Two marketing courses delivered at the same university may vary considerably in terms of quality. Which of the following service characteristics does this example illustrate?

The attractiveness of a waiting environment may influence perceptions regarding which unique service characteristic?

All service encounters have the potential for long term relationships.

Which of the following is of crucial importance in the achievement of high standards of service quality?

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

A negative customer experience may result in which of the following:

The use of experiential marketing allows marketers to use relevant ways of communicating with audiences at events using _______ media and word-of-mouth marketing.

Which of the following is not a benefit of service organizations developing and maintaining strong customer relationships?

The second step in a service recovery process is to:

Which of the following influence customer expectations of service?

Squeezing more tables into a restaurant will:

The service sector continues to become increasingly important throughout the developed world.

The link between customer loyalty and profitability is a very important one in marketing. Associations between a small increase in customer retention and a(n) _______ increase in profitability have been identified.

Which of the following are important dimensions of service quality?

The third step in a service recovery process is to:

Which of the following is an example of a pure service?

The length of time customers have been with the firm is more important than the nature of loyalty.

Effective internal marketing targets which of the following?

Which of the following best describes a level one customer bond?

Positive word-of-mouth is key to the success of services because of their experiential nature.

Company name and reputation is an example of which of the following service dimensions?

Two marketing courses delivered at the same university may vary considerably in terms of quality. Which of the following service characteristics does this example illustrate?

The attractiveness of a waiting environment may influence perceptions regarding which unique service characteristic?

All service encounters have the potential for long term relationships.

Which of the following is of crucial importance in the achievement of high standards of service quality?

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