Question 1

One of the reasons service failures need to be addressed quickly is to:

Accepted Answer

A)  minimize the zone of tolerance. 
B)  increase empowerment zones. 
C)  avoid negative word-of-mouth from upset customers. 
D)  avoid a situational ethics conflict. 
E)  keep management from finding out what happened. 
A)  minimize the zone of tolerance. 
B)  increase empowerment zones. 
C)  avoid negative word-of-mouth from upset customers. 
D)  avoid a situational ethics conflict. 
E)  keep management from finding out what happened.

Question 2

One use of marketing research is to provide an effective means to understand consumers' service expectations and their perceptions of service quality.

Accepted Answer

A) True 
 B)False

Question 3

Firms can close the __________ gap by matching customer expectations with actual service through research.

Accepted Answer

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

Question 4

When __________ are authorized to make decisions to help their customers,service quality generally improves.

Accepted Answer

A)  consultants 
B)  middle managers 
C)  corporate executives 
D)  production control managers 
E)  frontline employees 
A)  consultants 
B)  middle managers 
C)  corporate executives 
D)  production control managers 
E)  frontline employees

Question 5

What is the problem associated with service quality standards such as "be nice" or "do what the customers want?"

Accepted Answer

A)  They create low expectations. 
B)  They are not specific. 
C)  They do not allow for the voice-of-customer process. 
D)  Most employees are unwilling to do what customers want. 
E)  They create a delivery gap. 
A)  They create low expectations. 
B)  They are not specific. 
C)  They do not allow for the voice-of-customer process. 
D)  Most employees are unwilling to do what customers want. 
E)  They create a delivery gap.

Question 6

Sean had moved to take a new job,and when he was feeling really sick,he needed to find a doctor.He discovered during the visit that he didn't like the one he had chosen,and he knew he'd never go back to that doctor.From a marketing perspective,his situation highlights one of the key differences between products and services,known as __________.

Accepted Answer

A)  intangibility 
B)  professional competence 
C)  perishability 
D)  inseparability 
E)  variability 
A)  intangibility 
B)  professional competence 
C)  perishability 
D)  inseparability 
E)  variability

Question 7

A __________ gap exists when a firm knows what they need to do to meet customers' service expectations but sometimes fails to do it.

Accepted Answer

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

Question 8

Rob was complaining to another member of the lawn crew."I don't know how they expect me to do an adequate job.The mower doesn't work right,the trimmers are so dull they don't cut anything,and the rest of the equipment is so old we can't get parts." Rob's company lacks the __________ the crews need to be able to do a good job.

Accepted Answer

A)  maintenance schedule 
B)  instrumental support 
C)  equipment inventory 
D)  service infrastructure 
E)  customer expectation mechanisms 
A)  maintenance schedule 
B)  instrumental support 
C)  equipment inventory 
D)  service infrastructure 
E)  customer expectation mechanisms

Question 9

Collecting information at the point of sale is a straightforward and inexpensive way to assess service quality,but this approach will NOT be useful if:

Accepted Answer

A)  customers cannot assess service quality,as in the case of oil change or maintenance check. 
B)  decision-making managers do not get the results of the feedback. 
C)  the person who rendered poor service is the same person collecting the information. 
D)  customers are rushed and don't take the time to assess the service. 
E)  All of these. 
A)  customers cannot assess service quality,as in the case of oil change or maintenance check. 
B)  decision-making managers do not get the results of the feedback. 
C)  the person who rendered poor service is the same person collecting the information. 
D)  customers are rushed and don't take the time to assess the service. 
E)  All of these.

Question 10

Students regularly seek out Professor Guillory to advise them.She has an exceptional manner,and students are confident in her and trust her advice.Professor Guillory excels in __________,one of 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 11

In countries like the United States,services:

Accepted Answer

A)  have almost all been replaced by technology. 
B)  are a small portion of GDP relative to manufacturing. 
C)  are replacing property taxes as a source of government revenue. 
D)  will decrease in demand as the population ages. 
E)  account for an increasing share of jobs. 
A)  have almost all been replaced by technology. 
B)  are a small portion of GDP relative to manufacturing. 
C)  are replacing property taxes as a source of government revenue. 
D)  will decrease in demand as the population ages. 
E)  account for an increasing share of jobs.

Question 12

In the marketing of services,empowerment means allowing employees to make decisions about how service is provided to customers.

Accepted Answer

A) True 
 B)False

Question 13

David's marketing research returned the finding that customers were staying away from his bookstore because of a lack of services like gift cards,return policies,and special orders.David was shocked."Nobody ever asks about that stuff! If it were that important,people would ask about it." David is likely suffering from a:

Accepted Answer

A)  knowledge gap. 
B)  standards gap. 
C)  retail policy gap. 
D)  delivery gap. 
E)  communications gap. 
A)  knowledge gap. 
B)  standards gap. 
C)  retail policy gap. 
D)  delivery gap. 
E)  communications gap.

Question 14

Kala is the new manager of a resort hotel.She knows from reviewing customer complaints that service quality at the hotel is not consistently meeting customers' expectations,and she believes that the biggest problem is that her employees are not sure what is expected of them.To improve service quality,Kala will:

Accepted Answer

A)  empower customers to meet their own service needs. 
B)  establish a broad zone of intolerance to reduce customer complaints. 
C)  narrowly define a knowledge gap. 
D)  separate intangibles from tangibles. 
E)  set specific,measurable goals based on customers' expectations. 
A)  empower customers to meet their own service needs. 
B)  establish a broad zone of intolerance to reduce customer complaints. 
C)  narrowly define a knowledge gap. 
D)  separate intangibles from tangibles. 
E)  set specific,measurable goals based on customers' expectations.

Question 15

To meet or exceed customers' expectations,marketers must:

Accepted Answer

A)  know where customers live. 
B)  know how often consumers buy their products. 
C)  determine what those expectations are. 
D)  recognize that expectations are tangible. 
E)  empower customers to meet their own expectations. 
A)  know where customers live. 
B)  know how often consumers buy their products. 
C)  determine what those expectations are. 
D)  recognize that expectations are tangible. 
E)  empower customers to meet their own expectations.

Question 16

When travelers are bumped from overbooked flights,they are frequently offered vouchers good for future travel.The dollar value of the voucher is the airline's estimate of:

Accepted Answer

A)  perishable value. 
B)  distributive fairness. 
C)  empowerment. 
D)  procedural justice. 
E)  the size of the knowledge gap. 
A)  perishable value. 
B)  distributive fairness. 
C)  empowerment. 
D)  procedural justice. 
E)  the size of the knowledge gap.

Question 17

Which of the following is not a recommended strategy for service recovery?

Accepted Answer

A)  Listening to the customer. 
B)  Finding a fair solution. 
C)  Resolving problems quickly. 
D)  Silencing an irate customer before the individual makes any angry outbursts. 
E)  Following procedural fairness when solving problems. 
A)  Listening to the customer. 
B)  Finding a fair solution. 
C)  Resolving problems quickly. 
D)  Silencing an irate customer before the individual makes any angry outbursts. 
E)  Following procedural fairness when solving problems.

Question 18

Yolanda manages a Best Sleep Inn along an interstate highway.She knows from experience that five to ten last-minute customers will call after 8 p.m.each evening looking for a room and asking the price.Yolanda has empowered her staff to offer discounts when the motel is largely vacant,and to quote the standard price when the motel is close to full.She knows her service is __________,meaning that if no one stays in the room,it generates no revenue that evening.

Accepted Answer

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

Question 19

One professor was known for never teaching the same course the same way twice.Which difference between a product and a service does this represent? How could the professor use this to his or her advantage?

Accepted Answer

It represents the fact that se

Question 20

The marketing of services differs from product marketing because services are:

Accepted Answer

A)  intangible. 
B)  inseparable. 
C)  variable. 
D)  perishable. 
E)  all of these. 
A)  intangible. 
B)  inseparable. 
C)  variable. 
D)  perishable. 
E)  all of these.

One of the reasons service failures need to be addressed quickly is to:

One use of marketing research is to provide an effective means to understand consumers' service expectations and their perceptions of service quality.

Firms can close the __________ gap by matching customer expectations with actual service through research.

When __________ are authorized to make decisions to help their customers,service quality generally improves.

What is the problem associated with service quality standards such as "be nice" or "do what the customers want?"

A __________ gap exists when a firm knows what they need to do to meet customers' service expectations but sometimes fails to do it.

Collecting information at the point of sale is a straightforward and inexpensive way to assess service quality,but this approach will NOT be useful if:

Students regularly seek out Professor Guillory to advise them.She has an exceptional manner,and students are confident in her and trust her advice.Professor Guillory excels in __________,one of the five service quality dimensions.

In countries like the United States,services:

In the marketing of services,empowerment means allowing employees to make decisions about how service is provided to customers.

To meet or exceed customers' expectations,marketers must:

When travelers are bumped from overbooked flights,they are frequently offered vouchers good for future travel.The dollar value of the voucher is the airline's estimate of:

Which of the following is not a recommended strategy for service recovery?

One professor was known for never teaching the same course the same way twice.Which difference between a product and a service does this represent? How could the professor use this to his or her advantage?

The marketing of services differs from product marketing because services are:

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

One of the reasons service failures need to be addressed quickly is to:

One use of marketing research is to provide an effective means to understand consumers' service expectations and their perceptions of service quality.

Firms can close the __________ gap by matching customer expectations with actual service through research.

When __________ are authorized to make decisions to help their customers,service quality generally improves.

What is the problem associated with service quality standards such as "be nice" or "do what the customers want?"

A __________ gap exists when a firm knows what they need to do to meet customers' service expectations but sometimes fails to do it.

Collecting information at the point of sale is a straightforward and inexpensive way to assess service quality,but this approach will NOT be useful if:

Students regularly seek out Professor Guillory to advise them.She has an exceptional manner,and students are confident in her and trust her advice.Professor Guillory excels in __________,one of the five service quality dimensions.

In countries like the United States,services:

In the marketing of services,empowerment means allowing employees to make decisions about how service is provided to customers.

To meet or exceed customers' expectations,marketers must:

When travelers are bumped from overbooked flights,they are frequently offered vouchers good for future travel.The dollar value of the voucher is the airline's estimate of:

Which of the following is not a recommended strategy for service recovery?

One professor was known for never teaching the same course the same way twice.Which difference between a product and a service does this represent? How could the professor use this to his or her advantage?

The marketing of services differs from product marketing because services are:

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