Question 1

The zone of tolerance refers to the area between customers' expectations regarding their desired service and the minimum level of acceptable service.

Accepted Answer

A) True 
 B)False

Question 2

The ideas and practices of marketing services offer professionals like lawyers opportunities to meet the needs of their clients and customers better.For many years,however,advertising one's professional services was believed to undermine the integrity of the profession.The lawyer's professional association,the American Bar Association,has established guidelines for lawyers to use.Do you think these are adequate and fair?

Accepted Answer

Students' answers should demonstrate an

Question 3

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

Question 4

__________ refers to the perceived fairness of the process with which a firm handles customer complaints.

Accepted Answer

A)  Procedural fairness 
B)  Intangible fairness. 
C)  Distributive fairness. 
D)  Service fairness. 
E)  Empowerment fairness. 
A)  Procedural fairness 
B)  Intangible fairness. 
C)  Distributive fairness. 
D)  Service fairness. 
E)  Empowerment fairness.

Question 5

By providing good customer service,firms __________ their products or services.

Accepted Answer

A)  eliminate the communication gap for 
B)  add value to 
C)  reduce the zone of tolerance for 
D)  reduce the empowerment cost associated with 
E)  increase the perishability of 
A)  eliminate the communication gap for 
B)  add value to 
C)  reduce the zone of tolerance for 
D)  reduce the empowerment cost associated with 
E)  increase the perishability of

Question 6

Most retail stores in the United States do 60 percent or more of their business in the period between Thanksgiving and Christmas.What can these stores do to get sales staff to provide "service with a smile" during this stressful part of the year?

Accepted Answer

To ensure that service is delivered prop

Question 7

When Dr.Horton checked in at the Ritz-Carlton,it was 3 a.m.He had been traveling for over twelve hours and was exhausted.His suit,which he needed for a speech that morning,looked like he had slept in it.Karen,the night clerk,offered to find a 24-hour dry cleaner and have the suit cleaned while Dr.Horton got a few hours of sleep.Karen's actions are an example of:

Accepted Answer

A)  the variability associated with service quality performance. 
B)  empowering employees to meet customers' needs. 
C)  procedural fairness. 
D)  specific service standards. 
E)  public relations to increase puffery. 
A)  the variability associated with service quality performance. 
B)  empowering employees to meet customers' needs. 
C)  procedural fairness. 
D)  specific service standards. 
E)  public relations to increase puffery.

Question 8

How do airlines and hotels overcome the perishability of their services?

Accepted Answer

They use pricing to

Question 9

One approach marketers are using to reduce service __________ is to replace people with machines whenever appropriate.

Accepted Answer

A)  intangibility 
B)  inseparability 
C)  spendability 
D)  perishability 
E)  variability 
A)  intangibility 
B)  inseparability 
C)  spendability 
D)  perishability 
E)  variability

Question 10

One afternoon,the clerk at the customer service desk of a large retail store got bored and started stating different return policies to each customer.Customers waiting in line and overhearing the different policies would probably feel that the store's handling of returns lacked:

Accepted Answer

A)  procedural fairness. 
B)  variability. 
C)  organizational fairness. 
D)  intangibility. 
E)  explanatory fairness. 
A)  procedural fairness. 
B)  variability. 
C)  organizational fairness. 
D)  intangibility. 
E)  explanatory fairness.

Question 11

What is the primary cause of a delivery gap in service delivery?

Accepted Answer

A)  Managers set extremely specific service standards. 
B)  Managers misinterpret customers' expectations. 
C)  Service employees sometimes do not deliver according to standards. 
D)  Firms make service promises they don't keep. 
E)  Any of these. 
A)  Managers set extremely specific service standards. 
B)  Managers misinterpret customers' expectations. 
C)  Service employees sometimes do not deliver according to standards. 
D)  Firms make service promises they don't keep. 
E)  Any of these.

Question 12

Because services like airline flights and hotel beds are __________,many marketers attempt to match demand with supply using pricing strategies.

Accepted Answer

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

Question 13

In training service providers,service quality goals should be general to allow for the various needs of consumers.

Accepted Answer

A) True 
 B)False

Question 14

The building block of service quality called __________ refers to the ability of the firm's employees to convey trust and confidence.

Accepted Answer

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

Question 15

Although attorneys would like to gain additional clients,which of the following forms of advertising have been banned by the ABA?

Accepted Answer

A)  All forms of online advertising. 
B)  The use of actors when advertising law services. 
C)  The use of real attorneys advertising law services. 
D)  The use of real clients advertising law services. 
E)  The ABA has not banned any of these. 
A)  All forms of online advertising. 
B)  The use of actors when advertising law services. 
C)  The use of real attorneys advertising law services. 
D)  The use of real clients advertising law services. 
E)  The ABA has not banned any of these.

Question 16

Flora wants to develop a zone of tolerance analysis for her veterinary practice.What is a zone of tolerance in service quality? What types of questions would she need to ask to conduct her analysis?

Accepted Answer

A zone of tolerance refers to the area b

Question 17

In Europe it is common for hotel guests to ask to see the room before they agree to rent it for the night.Which difference between a service and a product does this custom help to overcome?

Accepted Answer

This helps overcome inseparabi

Question 18

Which service gap is the Ritz-Carlton Hotel trying to address when it spends up to $1700 to train a new employee?

Accepted Answer

A)  Standards gap 
B)  Knowledge gap 
C)  Performance gap 
D)  Communication gap 
E)  None of these 
A)  Standards gap 
B)  Knowledge gap 
C)  Performance gap 
D)  Communication gap 
E)  None of these

Question 19

The concept of __________ refers to the area between customers' expectations regarding desired service and their minimum levels of acceptable service.

Accepted Answer

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

Question 20

The new hotel manager asked the chef,"Are you sure you know how to cook a Beef Wellington?" Which of the building blocks of service quality was the hotel manager expressing concern about?

Accepted Answer

A)  Reliability 
B)  Responsiveness 
C)  Assurance 
D)  Empathy 
E)  Tangibles 
A)  Reliability 
B)  Responsiveness 
C)  Assurance 
D)  Empathy 
E)  Tangibles

The zone of tolerance refers to the area between customers' expectations regarding their desired service and the minimum level of acceptable service.

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

__________ refers to the perceived fairness of the process with which a firm handles customer complaints.

By providing good customer service,firms __________ their products or services.

Most retail stores in the United States do 60 percent or more of their business in the period between Thanksgiving and Christmas.What can these stores do to get sales staff to provide "service with a smile" during this stressful part of the year?

How do airlines and hotels overcome the perishability of their services?

One approach marketers are using to reduce service __________ is to replace people with machines whenever appropriate.

One afternoon,the clerk at the customer service desk of a large retail store got bored and started stating different return policies to each customer.Customers waiting in line and overhearing the different policies would probably feel that the store's handling of returns lacked:

What is the primary cause of a delivery gap in service delivery?

Because services like airline flights and hotel beds are __________,many marketers attempt to match demand with supply using pricing strategies.

In training service providers,service quality goals should be general to allow for the various needs of consumers.

The building block of service quality called __________ refers to the ability of the firm's employees to convey trust and confidence.

Although attorneys would like to gain additional clients,which of the following forms of advertising have been banned by the ABA?

Flora wants to develop a zone of tolerance analysis for her veterinary practice.What is a zone of tolerance in service quality? What types of questions would she need to ask to conduct her analysis?

In Europe it is common for hotel guests to ask to see the room before they agree to rent it for the night.Which difference between a service and a product does this custom help to overcome?

Which service gap is the Ritz-Carlton Hotel trying to address when it spends up to $1700 to train a new employee?

The concept of __________ refers to the area between customers' expectations regarding desired service and their minimum levels of acceptable service.

The new hotel manager asked the chef,"Are you sure you know how to cook a Beef Wellington?" Which of the building blocks of service quality was the hotel manager expressing concern about?

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

The zone of tolerance refers to the area between customers' expectations regarding their desired service and the minimum level of acceptable service.

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

__________ refers to the perceived fairness of the process with which a firm handles customer complaints.

By providing good customer service,firms __________ their products or services.

Most retail stores in the United States do 60 percent or more of their business in the period between Thanksgiving and Christmas.What can these stores do to get sales staff to provide "service with a smile" during this stressful part of the year?

How do airlines and hotels overcome the perishability of their services?

One approach marketers are using to reduce service __________ is to replace people with machines whenever appropriate.

One afternoon,the clerk at the customer service desk of a large retail store got bored and started stating different return policies to each customer.Customers waiting in line and overhearing the different policies would probably feel that the store's handling of returns lacked:

What is the primary cause of a delivery gap in service delivery?

Because services like airline flights and hotel beds are __________,many marketers attempt to match demand with supply using pricing strategies.

In training service providers,service quality goals should be general to allow for the various needs of consumers.

The building block of service quality called __________ refers to the ability of the firm's employees to convey trust and confidence.

Although attorneys would like to gain additional clients,which of the following forms of advertising have been banned by the ABA?

Flora wants to develop a zone of tolerance analysis for her veterinary practice.What is a zone of tolerance in service quality? What types of questions would she need to ask to conduct her analysis?

In Europe it is common for hotel guests to ask to see the room before they agree to rent it for the night.Which difference between a service and a product does this custom help to overcome?

Which service gap is the Ritz-Carlton Hotel trying to address when it spends up to $1700 to train a new employee?

The concept of __________ refers to the area between customers' expectations regarding desired service and their minimum levels of acceptable service.

The new hotel manager asked the chef,"Are you sure you know how to cook a Beef Wellington?" Which of the building blocks of service quality was the hotel manager expressing concern about?

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