Question 1

One of the key ways to instill a customer-centric culture in the firm is to _____________.

Accepted Answer

A)  Have each member of the firm learn the company song 
B)  Apply the fairness test to all customer contacts 
C)  Align the firms properties to the number of customers by zip code and by SIC code 
D)  Instill an organization-wide focus on understanding customer's requirements 
E)  None of the above 
A)  Have each member of the firm learn the company song 
B)  Apply the fairness test to all customer contacts 
C)  Align the firms properties to the number of customers by zip code and by SIC code 
D)  Instill an organization-wide focus on understanding customer's requirements 
E)  None of the above

Question 2

A full-scale landscape architecture firm, Garden Design, has been looking to improve the ways that employees contribute to service delivery.Jasmine is the business manager and she has suggested they look at a service-profit chain.Why is Jasmine's idea a good idea?

Accepted Answer

Jasmine has a good idea because a formal

Question 3

Goods, in general, tend to be much more ___________ than services because once a firm has invested in continuous process improvement and quality control in operations, products flow off the line.

Accepted Answer

A)  Flexible 
B)  Standardized 
C)  Homogenized 
D)  Durable 
E)  All of the above 
A)  Flexible 
B)  Standardized 
C)  Homogenized 
D)  Durable 
E)  All of the above

Question 4

The face-to-face time between customer and service provider is often called the ________.Most customer judgments take place at this time.

Accepted Answer

A)  Goal line stand 
B)  Moment of truth 
C)  Moment of momentum 
D)  Service ROI 
E)  None of the above 
A)  Goal line stand 
B)  Moment of truth 
C)  Moment of momentum 
D)  Service ROI 
E)  None of the above

Question 5

Disney approaches service recovery on _____________.

Accepted Answer

A)  A case by case basis based upon the empowered cast members 
B)  A basis of the total amount spent by the customer 
C)  A formula that insures all customers are treated equally when a problem occurs 
D)  The basis of the greatest harm theory 
E)  All of the above 
A)  A case by case basis based upon the empowered cast members 
B)  A basis of the total amount spent by the customer 
C)  A formula that insures all customers are treated equally when a problem occurs 
D)  The basis of the greatest harm theory 
E)  All of the above

Question 6

There is an ethical debate on that doctors should send their patients to China for treatment because the cost is lower than is available in the United States.

Accepted Answer

A) True 
 B)False

Question 7

Kirk works for a timeshare company.He is having some problems convincing people to purchase his service because of its intangibility.Kirk could learn from MBA programs and vacation rentals.How may MBA programs and vacation rentals help customers deal with the intangibility of their services?

Accepted Answer

MBA programs often encourage prospective

Question 8

When discussing service quality, tangibles refers to _________.

Accepted Answer

A)  The elements of communication that differentiate one service firm from another 
B)  The handsomeness and/or beauty of the employees 
C)  The combination of price and quality of the service 
D)  The physical evidence of a service or observable aspects 
E)  None of the above 
A)  The elements of communication that differentiate one service firm from another 
B)  The handsomeness and/or beauty of the employees 
C)  The combination of price and quality of the service 
D)  The physical evidence of a service or observable aspects 
E)  None of the above

Question 9

Jerry understands that the Gap Model of Service Quality is a wonderful tool, but he feels like it doesn't quite know how to implement it his business, a lawnmower manufacturing facility.What tool could Jerry use to measure how his service quality is tracking? Why would this be helpful to Jerry?

Accepted Answer

SERVQUAL is a measurement instrument cal

Question 10

Haris has a boss that always says "under promise and over deliver!" Haris' boss is simplifying which concept?

Accepted Answer

This concept is called customer expectat

Question 11

The service sector accounts for ____________ of the Gross Domestic Product of the United States.

Accepted Answer

A)  25 percent 
B)  50 percent 
C)  75 percent 
D)  100 percent 
E)  None of the above 
A)  25 percent 
B)  50 percent 
C)  75 percent 
D)  100 percent 
E)  None of the above

Question 12

Professional services providers like doctors, lawyers, and accountants use their degrees and designations to convey a level of trust to the purchaser.This is because a customer cannot tell if the service is going to be good until after the service has been delivered.

Accepted Answer

A) True 
 B)False

Question 13

In the continuum of whether something is a good or a service, there are some product and services like vacations, haircuts, restaurant meals that have _____________.

Accepted Answer

A)  A large number of experiential qualities that make them easier to evaluate upon experiencing the service 
B)  A large number of experiential qualities that make them harder to evaluate upon experiencing the service 
C)  More product characteristics than service characteristics so should be called products 
D)  So many difficult thing to evaluate that they should be called credence services 
E)  None of the above 
A)  A large number of experiential qualities that make them easier to evaluate upon experiencing the service 
B)  A large number of experiential qualities that make them harder to evaluate upon experiencing the service 
C)  More product characteristics than service characteristics so should be called products 
D)  So many difficult thing to evaluate that they should be called credence services 
E)  None of the above

Question 14

Krista is the marketing manager at a national cellphone service company.Her company has always upheld high service standards, and has a loyal customer base, but Krista fears that something could happen in the future to affect this.What measurement tool can Krista use to find emerging problems in the service delivery system? Give Krista an example of the system.

Accepted Answer

Ongoing use of the gap model to identify

Question 15

Southwest Airlines does not promise assigned seating, first class flying, or even "real food" on flights, but what it does promise is _________.

Accepted Answer

A)  Consistent colors of the planes 
B)  Fun and on-time flights 
C)  Technology that exceeds the competition 
D)  All of the above 
E)  None of the above 
A)  Consistent colors of the planes 
B)  Fun and on-time flights 
C)  Technology that exceeds the competition 
D)  All of the above 
E)  None of the above

Question 16

The traditional division between goods and services is outdated.The shift in focus to services is a shift from the means and the producer perspective to the __________________ perspective.

Accepted Answer

A)  Necessary and income 
B)  Utilization and customer 
C)  Time and union 
D)  Social and employee 
E)  None of the above 
A)  Necessary and income 
B)  Utilization and customer 
C)  Time and union 
D)  Social and employee 
E)  None of the above

Question 17

Theodore does not understand why employees need to hold a customer mind-set when focusing on internal service quality.Explain to Theodore why this is so important.

Accepted Answer

A focus on internal service quality impl

Question 18

One of the strategies that a service company has to do is to take its intangible service and make it __________.

Accepted Answer

A)  More tangible 
B)  More like other companies in the industry 
C)  Less understandable 
D)  Look like a brand that people like 
E)  All of the above 
A)  More tangible 
B)  More like other companies in the industry 
C)  Less understandable 
D)  Look like a brand that people like 
E)  All of the above

Question 19

Big investments made in continuous training, retraining, and good management of employees leads to ______________.

Accepted Answer

A)  Practical service delivery 
B)  Impartial service delivery 
C)  Less variability in service delivery 
D)  World class technology 
E)  None of the above 
A)  Practical service delivery 
B)  Impartial service delivery 
C)  Less variability in service delivery 
D)  World class technology 
E)  None of the above

Question 20

When a customer cannot make a reasonable evaluation of the quality of a service even after use, it is said that the service possesses ______________ attributes.

Accepted Answer

A)  Experience 
B)  Credence 
C)  Search 
D)  Focused 
E)  None of the above 
A)  Experience 
B)  Credence 
C)  Search 
D)  Focused 
E)  None of the above

One of the key ways to instill a customer-centric culture in the firm is to _____________.

A full-scale landscape architecture firm, Garden Design, has been looking to improve the ways that employees contribute to service delivery.Jasmine is the business manager and she has suggested they look at a service-profit chain.Why is Jasmine's idea a good idea?

Goods, in general, tend to be much more ___________ than services because once a firm has invested in continuous process improvement and quality control in operations, products flow off the line.

The face-to-face time between customer and service provider is often called the ________.Most customer judgments take place at this time.

Disney approaches service recovery on _____________.

There is an ethical debate on that doctors should send their patients to China for treatment because the cost is lower than is available in the United States.

Kirk works for a timeshare company.He is having some problems convincing people to purchase his service because of its intangibility.Kirk could learn from MBA programs and vacation rentals.How may MBA programs and vacation rentals help customers deal with the intangibility of their services?

When discussing service quality, tangibles refers to _________.

Jerry understands that the Gap Model of Service Quality is a wonderful tool, but he feels like it doesn't quite know how to implement it his business, a lawnmower manufacturing facility.What tool could Jerry use to measure how his service quality is tracking? Why would this be helpful to Jerry?

Haris has a boss that always says "under promise and over deliver!" Haris' boss is simplifying which concept?

The service sector accounts for ____________ of the Gross Domestic Product of the United States.

Professional services providers like doctors, lawyers, and accountants use their degrees and designations to convey a level of trust to the purchaser.This is because a customer cannot tell if the service is going to be good until after the service has been delivered.

In the continuum of whether something is a good or a service, there are some product and services like vacations, haircuts, restaurant meals that have _____________.

Southwest Airlines does not promise assigned seating, first class flying, or even "real food" on flights, but what it does promise is _________.

The traditional division between goods and services is outdated.The shift in focus to services is a shift from the means and the producer perspective to the __________________ perspective.

Theodore does not understand why employees need to hold a customer mind-set when focusing on internal service quality.Explain to Theodore why this is so important.

One of the strategies that a service company has to do is to take its intangible service and make it __________.

Big investments made in continuous training, retraining, and good management of employees leads to ______________.

When a customer cannot make a reasonable evaluation of the quality of a service even after use, it is said that the service possesses ______________ attributes.

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

One of the key ways to instill a customer-centric culture in the firm is to _____________.

A full-scale landscape architecture firm, Garden Design, has been looking to improve the ways that employees contribute to service delivery.Jasmine is the business manager and she has suggested they look at a service-profit chain.Why is Jasmine's idea a good idea?

Goods, in general, tend to be much more ___________ than services because once a firm has invested in continuous process improvement and quality control in operations, products flow off the line.

The face-to-face time between customer and service provider is often called the ________.Most customer judgments take place at this time.

Disney approaches service recovery on _____________.

There is an ethical debate on that doctors should send their patients to China for treatment because the cost is lower than is available in the United States.

Kirk works for a timeshare company.He is having some problems convincing people to purchase his service because of its intangibility.Kirk could learn from MBA programs and vacation rentals.How may MBA programs and vacation rentals help customers deal with the intangibility of their services?

When discussing service quality, tangibles refers to _________.

Jerry understands that the Gap Model of Service Quality is a wonderful tool, but he feels like it doesn't quite know how to implement it his business, a lawnmower manufacturing facility.What tool could Jerry use to measure how his service quality is tracking? Why would this be helpful to Jerry?

Haris has a boss that always says "under promise and over deliver!" Haris' boss is simplifying which concept?

The service sector accounts for ____________ of the Gross Domestic Product of the United States.

Professional services providers like doctors, lawyers, and accountants use their degrees and designations to convey a level of trust to the purchaser.This is because a customer cannot tell if the service is going to be good until after the service has been delivered.

In the continuum of whether something is a good or a service, there are some product and services like vacations, haircuts, restaurant meals that have _____________.

Southwest Airlines does not promise assigned seating, first class flying, or even "real food" on flights, but what it does promise is _________.

The traditional division between goods and services is outdated.The shift in focus to services is a shift from the means and the producer perspective to the __________________ perspective.

Theodore does not understand why employees need to hold a customer mind-set when focusing on internal service quality.Explain to Theodore why this is so important.

One of the strategies that a service company has to do is to take its intangible service and make it __________.

Big investments made in continuous training, retraining, and good management of employees leads to ______________.

When a customer cannot make a reasonable evaluation of the quality of a service even after use, it is said that the service possesses ______________ attributes.

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