Question 1

Firms are sometimes reluctant to invest in great service, largely because ___________.

Accepted Answer

A)  It is frustrating to change employees actions 
B)  It is difficult to have consumers be aware that they are receiving great service 
C)  It is difficult to sell Wall Street on the idea 
D)  It takes time and patience before a return on the investment is noticeable 
E)  None of the above 
A)  It is frustrating to change employees actions 
B)  It is difficult to have consumers be aware that they are receiving great service 
C)  It is difficult to sell Wall Street on the idea 
D)  It takes time and patience before a return on the investment is noticeable 
E)  None of the above

Question 2

When it is said that a service can not be separated form the provider, a service's quality can only be as good as that of the provider him/herself, the service is said to have __________.

Accepted Answer

A)  Variability 
B)  Creativity 
C)  Non-valence reward for returns 
D)  Nordstrom's concept 
E)  All of the above 
A)  Variability 
B)  Creativity 
C)  Non-valence reward for returns 
D)  Nordstrom's concept 
E)  All of the above

Question 3

Turk is a manager of a hair salon and is trying to figure out if there are any problems in regards to his service.He needs to understand what gap 2 is in the Gap Model of Service Quality, explain it to him.

Accepted Answer

In Gap 2, management may or may not accu

Question 4

When a company underpromises but overdelivers with respect to its services, it is said to be practicing ___________.

Accepted Answer

A)  Inferior service management 
B)  Sandbagging 
C)  Customer salience management 
D)  Customer expectations management 
E)  None of the above 
A)  Inferior service management 
B)  Sandbagging 
C)  Customer salience management 
D)  Customer expectations management 
E)  None of the above

Question 5

The Service-Profit Chain identifies that increases in service through the cultivation of employees leads to higher customer costs and the potential erosion of profits.

Accepted Answer

A) True 
 B)False

Question 6

Perishability of a service means that ________.

Accepted Answer

A)  A service can spoil if it is not used in a particular period of time 
B)  A service can not be stored or saved up for future use 
C)  A service is sensitive to the day of the week, month and year 
D)  A service must be handled and stored with care 
E)  None of the above 
A)  A service can spoil if it is not used in a particular period of time 
B)  A service can not be stored or saved up for future use 
C)  A service is sensitive to the day of the week, month and year 
D)  A service must be handled and stored with care 
E)  None of the above

Question 7

Empathy means that when a customer has a problem that the service provider relates with, the company does what is best for the company.

Accepted Answer

A) True 
 B)False

Question 8

Trust in the ability of a service provider to do a difficult job is called assurance.

Accepted Answer

A) True 
 B)False

Question 9

When you talk about the service encounter, you are talking about ______________.

Accepted Answer

A)  The period in which the service provider is trying to obtain information about the customer 
B)  The period of time between ordering the service and delivery of the service 
C)  The period during which a customer interact in any way with a service provider 
D)  The experience of the employee with the customer 
E)  None of the above 
A)  The period in which the service provider is trying to obtain information about the customer 
B)  The period of time between ordering the service and delivery of the service 
C)  The period during which a customer interact in any way with a service provider 
D)  The experience of the employee with the customer 
E)  None of the above

Question 10

A fundamental rule in marketing is to not set customer expectations so high that they cannot be effectively met on a consistent basis.

Accepted Answer

A) True 
 B)False

Question 11

The Outback managment team added pick up service because _________.

Accepted Answer

A)  They found dissatisfaction among customers with traditional fast food 
B)  It was easy to do 
C)  The ROI on pick up is better than providing service with a seat attached to it 
D)  Their revenues were declining and they needed a boost in sales 
E)  None of the above 
A)  They found dissatisfaction among customers with traditional fast food 
B)  It was easy to do 
C)  The ROI on pick up is better than providing service with a seat attached to it 
D)  Their revenues were declining and they needed a boost in sales 
E)  None of the above

Question 12

Sometimes marketers are prone to overzealous sales pitches, coupon promotions with too little stock to handle the demand, and deceptive advertisements.These create a gap in the service that can be described as __________.

Accepted Answer

A)  Setting too high expectations that are unachievable 
B)  Creating an impression that matches the image of the company 
C)  Recall is important no matter what the results 
D)  Using communication to generate word of mouth 
E)  None of the above 
A)  Setting too high expectations that are unachievable 
B)  Creating an impression that matches the image of the company 
C)  Recall is important no matter what the results 
D)  Using communication to generate word of mouth 
E)  None of the above

Question 13

Lana has always wanted to get porcelain veneers put on her teeth in order to correct her smile and make her teeth bright white.While looking for a dentist Lana got discouraged; how was she supposed to choose? She doesn't know how to evaluate a dentist's work.What problem is Lana struggling with, and what can the dentists do to encourage Lana to choose them?

Accepted Answer

In many cases, a customer cannot make a

Question 14

The service-profit chain is designed to help managers better understand ____________.

Accepted Answer

A)  The relationship between profit and production 
B)  The relationship between customer loyalty, revenue growth and higher profits 
C)  The relationship between all the service employers and customer wants and needs 
D)  The relationship that exists between managers and employees 
E)  None of the above 
A)  The relationship between profit and production 
B)  The relationship between customer loyalty, revenue growth and higher profits 
C)  The relationship between all the service employers and customer wants and needs 
D)  The relationship that exists between managers and employees 
E)  None of the above

Question 15

In a national study it was found that the conversion rate for referred prospects is ____________ that of a marketed prospect over a six-month period.

Accepted Answer

A)  The same as 
B)  Half as much 
C)  Double 
D)  Triple 
E)  Quadruple 
A)  The same as 
B)  Half as much 
C)  Double 
D)  Triple 
E)  Quadruple

Question 16

When non-regulated services (not professional services like doctors, lawyers, accountants)are credence services, they often self-regulate themselves by ____________.

Accepted Answer

A)  Forming local groups to coordinate their image 
B)  Create industry trade groups that regulate quality and serve as a clearinghouse for information and referrals 
C)  Opening an office in Washington DC to lobby for their interests 
D)  Create advertisements that local companies can use to advertise their individual service 
E)  None of the above 
A)  Forming local groups to coordinate their image 
B)  Create industry trade groups that regulate quality and serve as a clearinghouse for information and referrals 
C)  Opening an office in Washington DC to lobby for their interests 
D)  Create advertisements that local companies can use to advertise their individual service 
E)  None of the above

Question 17

A service blueprint is a concept borrowed from manufacturing that allows a service firm to ___________.

Accepted Answer

A)  Map out a complete design and flow of all the activities related to customer service 
B)  Map out the route that service people follow when they leave in the mornings (i.e., truck delivery service) 
C)  Tell who in the organization is performing beyond expectations and is used for bonuses 
D)  Measure customer's perceptions of service expectations 
E)  None of the above 
A)  Map out a complete design and flow of all the activities related to customer service 
B)  Map out the route that service people follow when they leave in the mornings (i.e., truck delivery service) 
C)  Tell who in the organization is performing beyond expectations and is used for bonuses 
D)  Measure customer's perceptions of service expectations 
E)  None of the above

Question 18

The core of Disney brand strategy for its theme parks, cruise lines, and cast members is __________.

Accepted Answer

A)  Marketing 
B)  Value based on price 
C)  Value based on fun 
D)  Service 
E)  None of the above 
A)  Marketing 
B)  Value based on price 
C)  Value based on fun 
D)  Service 
E)  None of the above

Question 19

In what ways are services similar to products? In what ways are services different from products?

Accepted Answer

A service is a product in the sense that

Question 20

Firms that employ service as a marketing strategy must plan ahead for _____________ and train employees to properly execute service recovery

Accepted Answer

A)  Service differentiation 
B)  Service success 
C)  Service failure 
D)  Service orientation 
E)  All of the above 
A)  Service differentiation 
B)  Service success 
C)  Service failure 
D)  Service orientation 
E)  All of the above

Firms are sometimes reluctant to invest in great service, largely because ___________.

When it is said that a service can not be separated form the provider, a service's quality can only be as good as that of the provider him/herself, the service is said to have __________.

Turk is a manager of a hair salon and is trying to figure out if there are any problems in regards to his service.He needs to understand what gap 2 is in the Gap Model of Service Quality, explain it to him.

When a company underpromises but overdelivers with respect to its services, it is said to be practicing ___________.

The Service-Profit Chain identifies that increases in service through the cultivation of employees leads to higher customer costs and the potential erosion of profits.

Perishability of a service means that ________.

Empathy means that when a customer has a problem that the service provider relates with, the company does what is best for the company.

Trust in the ability of a service provider to do a difficult job is called assurance.

When you talk about the service encounter, you are talking about ______________.

A fundamental rule in marketing is to not set customer expectations so high that they cannot be effectively met on a consistent basis.

The Outback managment team added pick up service because _________.

Sometimes marketers are prone to overzealous sales pitches, coupon promotions with too little stock to handle the demand, and deceptive advertisements.These create a gap in the service that can be described as __________.

The service-profit chain is designed to help managers better understand ____________.

In a national study it was found that the conversion rate for referred prospects is ____________ that of a marketed prospect over a six-month period.

When non-regulated services (not professional services like doctors, lawyers, accountants)are credence services, they often self-regulate themselves by ____________.

A service blueprint is a concept borrowed from manufacturing that allows a service firm to ___________.

The core of Disney brand strategy for its theme parks, cruise lines, and cast members is __________.

In what ways are services similar to products? In what ways are services different from products?

Firms that employ service as a marketing strategy must plan ahead for _____________ and train employees to properly execute service recovery

Marketing in Todays Business Milieu

Elements of Marketing Strategy and Planning

Understanding the Global Marketplace: Marketing Without Borders

Perspectives on Customer Relationship Management

Managing Marketing Information

Understanding Competitors: Analysis to Action

Understanding Customers: Business to Consumer Markets

Understanding Customers: Business to Business Markets

Segmentation, Target Marketing, and Positioning

The Product Experience: Product Strategy

The Product Experience: Building the Brand

The Product Experience: New Product Development

Managing Pricing Decisions

Managing Marketing Channels and the Supply Chain

Point of Customer Interface: Bricks and Clicks

Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations

Integrated Marketing Communication: Selling, Direct, and Interactive Marketing

The Marketing Dashboard: Metrics for Measuring Marketing Performance

Filters

Exam 13: Service As the Core Offering

Firms are sometimes reluctant to invest in great service, largely because ___________.

When it is said that a service can not be separated form the provider, a service's quality can only be as good as that of the provider him/herself, the service is said to have __________.

Turk is a manager of a hair salon and is trying to figure out if there are any problems in regards to his service.He needs to understand what gap 2 is in the Gap Model of Service Quality, explain it to him.

When a company underpromises but overdelivers with respect to its services, it is said to be practicing ___________.

The Service-Profit Chain identifies that increases in service through the cultivation of employees leads to higher customer costs and the potential erosion of profits.

Perishability of a service means that ________.

Empathy means that when a customer has a problem that the service provider relates with, the company does what is best for the company.

Trust in the ability of a service provider to do a difficult job is called assurance.

When you talk about the service encounter, you are talking about ______________.

A fundamental rule in marketing is to not set customer expectations so high that they cannot be effectively met on a consistent basis.

The Outback managment team added pick up service because _________.

Sometimes marketers are prone to overzealous sales pitches, coupon promotions with too little stock to handle the demand, and deceptive advertisements.These create a gap in the service that can be described as __________.

The service-profit chain is designed to help managers better understand ____________.

In a national study it was found that the conversion rate for referred prospects is ____________ that of a marketed prospect over a six-month period.

When non-regulated services (not professional services like doctors, lawyers, accountants)are credence services, they often self-regulate themselves by ____________.

A service blueprint is a concept borrowed from manufacturing that allows a service firm to ___________.

The core of Disney brand strategy for its theme parks, cruise lines, and cast members is __________.

In what ways are services similar to products? In what ways are services different from products?

Firms that employ service as a marketing strategy must plan ahead for _____________ and train employees to properly execute service recovery

Marketing in Todays Business Milieu

Elements of Marketing Strategy and Planning

Understanding the Global Marketplace: Marketing Without Borders

Perspectives on Customer Relationship Management

Managing Marketing Information

Understanding Competitors: Analysis to Action

Understanding Customers: Business to Consumer Markets

Understanding Customers: Business to Business Markets

Segmentation, Target Marketing, and Positioning

The Product Experience: Product Strategy

The Product Experience: Building the Brand

The Product Experience: New Product Development

Managing Pricing Decisions

Managing Marketing Channels and the Supply Chain

Point of Customer Interface: Bricks and Clicks

Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations

Integrated Marketing Communication: Selling, Direct, and Interactive Marketing

The Marketing Dashboard: Metrics for Measuring Marketing Performance

Filters