Question 1

Procedural fairness pertains to a customer's perception of the benefits received compared to the costs of the inconvenience or loss.

Accepted Answer

A) True 
 B)False  False

Question 2

Services marketing managers have learned that more employees will support a quality-oriented process if:

Accepted Answer

A)  they are involved in setting the goals. 
B)  perishable services are replaced with tangible services. 
C)  they are required to diverge from existing standards. 
D)  customers are responsible for setting service quality standards. 
E)  the process involves both part-time and full-time employees. 
A)  they are involved in setting the goals. 
B)  perishable services are replaced with tangible services. 
C)  they are required to diverge from existing standards. 
D)  customers are responsible for setting service quality standards. 
E)  the process involves both part-time and full-time employees. A

Question 3

The Federal Aviation Administration posts monthly percentage on-time arrival data for all the major airlines on its Web site.Some airlines are regularly on the top of the list,while others are frequently on the bottom of the list.What type of service gap does this list illustrate? What can airlines on the bottom of the list do to address this gap?

Accepted Answer

The list illustrates a delivery gap; the difference between the firm's service standards and the actual service it provides to customers.To reduce delivery gaps,firms can empower employees,allowing passenger handling staff greater latitude in making decisions regarding loading the plane,or allowing pilots to adjust routes and speed to meet arrival times.Technology can be used to predict frequent bottlenecks at various airports and adjust schedules to reflect realistic arrival times. Note that some students might consider this a communication gap; if a flight is routinely late,the problem may be that the announced arrival time should be adjusted to be more realistic in order to set passenger expectations accordingly.

Question 4

When confronted with an angry and emotional customer,the best first step toward service recovery is to:

Accepted Answer

A)  call security in case it is necessary to escort the person from the building. 
B)  match the person's voice in intensity and volume to gain control of the confrontation. 
C)  gently but firms tell the person you will not tolerate being addressed in that tone of voice and turn away until he or she calms down. 
D)  listen carefully and with empathy until the customer feels he or she has been heard. 
E)  ask a co-worker to take over handling the complaint to get a neutral perspective. 
A)  call security in case it is necessary to escort the person from the building. 
B)  match the person's voice in intensity and volume to gain control of the confrontation. 
C)  gently but firms tell the person you will not tolerate being addressed in that tone of voice and turn away until he or she calms down. 
D)  listen carefully and with empathy until the customer feels he or she has been heard. 
E)  ask a co-worker to take over handling the complaint to get a neutral perspective.

Question 5

What are the potential gaps in the Gaps Model? What is it designed to do?

Accepted Answer

The four potential gaps are knowledge,st

Question 6

The old cliché,"Service with a smile," recognizes the fact that:

Accepted Answer

A)  service providers need to be pleasant even if the customer is not. 
B)  smiling is contagious. 
C)  service providers should smile and not think. 
D)  life is too short to be ugly. 
E)  services are perishable but a smile is forever. 
A)  service providers need to be pleasant even if the customer is not. 
B)  smiling is contagious. 
C)  service providers should smile and not think. 
D)  life is too short to be ugly. 
E)  services are perishable but a smile is forever.

Question 7

When visiting a museum,you would expect to find knowledgeable museum guides who would be able to give you historical information on the museum's collections and special exhibitions.If you did not find any trained museum guides to assist you,then the museum has what type of gap? Explain why you chose your answer.

Accepted Answer

The best two answers are a knowledge gap

Question 8

Firms that primarily sell products view service as a method to maintain a sustainable competitive advantage.

Accepted Answer

A) True 
 B)False

Question 9

When the delivery of a service fails to meet customers' expectations,a __________ gap exists.

Accepted Answer

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

Question 10

When corporate headquarters announced new service quality standards for pizza franchise owners,Roland knew he would have trouble gaining employees' support because:

Accepted Answer

A)  they were not involved in setting the goals. 
B)  perishable services were being replaced with tangible services. 
C)  they were not allowed to diverge from existing standards. 
D)  customers were required to create service quality standards. 
E)  the process involved both part-time and full-time employees. 
A)  they were not involved in setting the goals. 
B)  perishable services were being replaced with tangible services. 
C)  they were not allowed to diverge from existing standards. 
D)  customers were required to create service quality standards. 
E)  the process involved both part-time and full-time employees.

Question 11

Training service providers to know exactly what a "good job" entails is setting service:

Accepted Answer

A)  knowledge. 
B)  quality. 
C)  delivery. 
D)  standards. 
E)  empowerment. 
A)  knowledge. 
B)  quality. 
C)  delivery. 
D)  standards. 
E)  empowerment.

Question 12

Because services like cruises and car rentals are perishable,many marketers use:

Accepted Answer

A)  pricing strategies to match supply with demand. 
B)  service quality to extend the life of the product. 
C)  incentives to encourage staff to deliver according to standards. 
D)  training to standardize delivery. 
E)  all of these. 
A)  pricing strategies to match supply with demand. 
B)  service quality to extend the life of the product. 
C)  incentives to encourage staff to deliver according to standards. 
D)  training to standardize delivery. 
E)  all of these.

Question 13

Gerald's Tire Service provides each employee with a clean,sharp-looking uniform.They also instruct employees to put all tools back where they belong and keep the work area clean and uncluttered.Gerald's Tire Service 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 14

The school Brenda attends has an advising and registration day where students go to a large hall to sign up for classes.The school Taylor attends assigns each student to an individual faculty member who advises each student through his or her entire course of study,so that the student and faculty member will become better acquainted.Taylor's school is emphasizing which of the five dimensions of service quality?

Accepted Answer

It is emphasizing em

Question 15

Empowerment becomes more important when the service is:

Accepted Answer

A)  institutionalized. 
B)  repetitive. 
C)  individualized. 
D)  routine. 
E)  standardized. 
A)  institutionalized. 
B)  repetitive. 
C)  individualized. 
D)  routine. 
E)  standardized.

Question 16

The marketing of services differs from the marketing of products because services are tangible and separable from the service provider.

Accepted Answer

A) True 
 B)False

Question 17

Empowerment of employees helps to 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)  All of these. 
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)  All of these.

Question 18

Service employees on the front line often face difficulties when dealing with customers.Marketing managers can help address these difficulties by:

Accepted Answer

A)  providing emotional support to service providers. 
B)  making sure service providers have the tools they need to do their jobs. 
C)  ensuring conflicting organizational goals are resolved before the conflicts reach the front line employees. 
D)  providing rewards for excellent service. 
E)  All of these. 
A)  providing emotional support to service providers. 
B)  making sure service providers have the tools they need to do their jobs. 
C)  ensuring conflicting organizational goals are resolved before the conflicts reach the front line employees. 
D)  providing rewards for excellent service. 
E)  All of these.

Question 19

What is the difference between a service standard of "be nice to customers" as compared to a service standard of "greet every customer,and if possible by name?"

Accepted Answer

The first standard i

Question 20

By changing a standard from "be nice to customers" to "greet every customer,and if possible by name," a services marketing manager has created a(n)__________ goal.

Accepted Answer

A)  insurmountable 
B)  invisible 
C)  empowerment 
D)  measurable 
E)  inseparable 
A)  insurmountable 
B)  invisible 
C)  empowerment 
D)  measurable 
E)  inseparable

Procedural fairness pertains to a customer's perception of the benefits received compared to the costs of the inconvenience or loss.

Services marketing managers have learned that more employees will support a quality-oriented process if:

When confronted with an angry and emotional customer,the best first step toward service recovery is to:

What are the potential gaps in the Gaps Model? What is it designed to do?

The old cliché,"Service with a smile," recognizes the fact that:

Firms that primarily sell products view service as a method to maintain a sustainable competitive advantage.

When the delivery of a service fails to meet customers' expectations,a __________ gap exists.

When corporate headquarters announced new service quality standards for pizza franchise owners,Roland knew he would have trouble gaining employees' support because:

Training service providers to know exactly what a "good job" entails is setting service:

Because services like cruises and car rentals are perishable,many marketers use:

Gerald's Tire Service provides each employee with a clean,sharp-looking uniform.They also instruct employees to put all tools back where they belong and keep the work area clean and uncluttered.Gerald's Tire Service emphasizes __________ in the five service quality dimensions.

Empowerment becomes more important when the service is:

The marketing of services differs from the marketing of products because services are tangible and separable from the service provider.

Empowerment of employees helps to address the delivery gap because:

Service employees on the front line often face difficulties when dealing with customers.Marketing managers can help address these difficulties by:

What is the difference between a service standard of "be nice to customers" as compared to a service standard of "greet every customer,and if possible by name?"

By changing a standard from "be nice to customers" to "greet every customer,and if possible by name," a services marketing manager has created a(n)__________ goal.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Marketing 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 Establishing Value

Supply Chain and Channel Management

Retailing and Multichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters

Exam 12: Services: The Intangible Product

Procedural fairness pertains to a customer's perception of the benefits received compared to the costs of the inconvenience or loss.

Services marketing managers have learned that more employees will support a quality-oriented process if:

When confronted with an angry and emotional customer,the best first step toward service recovery is to:

What are the potential gaps in the Gaps Model? What is it designed to do?

The old cliché,"Service with a smile," recognizes the fact that:

Firms that primarily sell products view service as a method to maintain a sustainable competitive advantage.

When the delivery of a service fails to meet customers' expectations,a __________ gap exists.

When corporate headquarters announced new service quality standards for pizza franchise owners,Roland knew he would have trouble gaining employees' support because:

Training service providers to know exactly what a "good job" entails is setting service:

Because services like cruises and car rentals are perishable,many marketers use:

Gerald's Tire Service provides each employee with a clean,sharp-looking uniform.They also instruct employees to put all tools back where they belong and keep the work area clean and uncluttered.Gerald's Tire Service emphasizes __________ in the five service quality dimensions.

Empowerment becomes more important when the service is:

The marketing of services differs from the marketing of products because services are tangible and separable from the service provider.

Empowerment of employees helps to address the delivery gap because:

Service employees on the front line often face difficulties when dealing with customers.Marketing managers can help address these difficulties by:

What is the difference between a service standard of "be nice to customers" as compared to a service standard of "greet every customer,and if possible by name?"

By changing a standard from "be nice to customers" to "greet every customer,and if possible by name," a services marketing manager has created a(n)__________ goal.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Marketing 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 Establishing Value

Supply Chain and Channel Management

Retailing and Multichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters