Question 1

What are the three properties products and services evaluated by consumers when they are making a purchase decision? Give an example of a product or service for each.

Accepted Answer

Consumers evaluate three properties-search,experience,and credence.Tangible goods,such as clothing and furniture,have search properties such as color,size,and style.These properties can be determined before purchase.Services such as restaurants have experience properties,which are discerned only after purchase or during consumption.Specialized services such as legal or medical services have credence properties,which the consumer may find impossible to evaluate even after purchase or consumption.See Figure 12-5 in the textbook.

Question 2

What does it mean when we say services are intangible.How do marketers of services overcome the problems associated with intangibility?

Accepted Answer

The intangibility of services means that they cannot be held,touched,or seen before the purchase decision.In contrast,before purchasing a traditional product,a consumer can touch a box of laundry detergent,kick a tire of an automobile,or sample a new breakfast cereal.A major marketing need for services is to make them tangible or show the benefits of using the service.For example,Singapore Airlines advertisements show a traveler enjoying comfortable seating,broadband Internet connections,and other tangible benefits of a business class fare.

Question 3

A customer contact audit refers to

Accepted Answer

A) the initial contact between a service provider and the ultimate consumer. 
B) a flowchart of the points of interaction between a consumer and a service provider. 
C) a method of consumer evaluation of service quality and consistency. 
D) an estimation of demand based on service forecasting techniques. 
E) a systematic assessment of a service provider's objectives,strategies,and performance in terms of social responsibility. 
A) the initial contact between a service provider and the ultimate consumer. 
B) a flowchart of the points of interaction between a consumer and a service provider. 
C) a method of consumer evaluation of service quality and consistency. 
D) an estimation of demand based on service forecasting techniques. 
E) a systematic assessment of a service provider's objectives,strategies,and performance in terms of social responsibility. B

Question 4

The Susan G.Komen for the Cure has used __________,in addition to its familiar walks and races,to raise more than $2 billion for breast cancer research.

Accepted Answer

A) social marketing 
B) private donations 
C) sales promotion campaigns 
D) green marketing programs 
E) sharing of resources 
A) social marketing 
B) private donations 
C) sales promotion campaigns 
D) green marketing programs 
E) sharing of resources

Question 5

With respect to social marketing,nonprofit organizations should do all of the following EXCEPT:

Accepted Answer

A) use social media that allow the use of digital photos,video,and gaming skills. 
B) allow people to feel like they are doing something. 
C) restrict the sharing of information,such as allowing people to share personal stories,due to privacy concerns. 
D) have metrics to assess the effectiveness of its social media activities. 
E) understand what motivates people to take up causes. 
A) use social media that allow the use of digital photos,video,and gaming skills. 
B) allow people to feel like they are doing something. 
C) restrict the sharing of information,such as allowing people to share personal stories,due to privacy concerns. 
D) have metrics to assess the effectiveness of its social media activities. 
E) understand what motivates people to take up causes.

Question 6

What is a customer contact audit? Outline the contact audit for a typical visit to your dentist.

Accepted Answer

A customer contact audit is a flowchart

Question 7

List and define the five dimensions of service quality described in the textbook.

Accepted Answer

According to Figure 12-6 in the textbook

Question 8

Most public relations experts agree that it is best for a company to __________ comments about it on the Internet.

Accepted Answer

A) ignore 
B) argue with 
C) respond to 
D) blog about 
E) consider 
A) ignore 
B) argue with 
C) respond to 
D) blog about 
E) consider

Question 9

Which of the following statements about relationship marketing is MOST ACCURATE?

Accepted Answer

A) The number of encounters in a service experience should always be the same. 
B) The service encounter represents an opportunity to develop social bonds with customers. 
C) An after holiday sale is a good incentive to create a loyal customer relationship. 
D) The purpose of relationship marketing is to benefit the customer,not the organization. 
E) A major customer benefit of relationship marketing is a reduction in the price that is paid for the services an organization renders. 
A) The number of encounters in a service experience should always be the same. 
B) The service encounter represents an opportunity to develop social bonds with customers. 
C) An after holiday sale is a good incentive to create a loyal customer relationship. 
D) The purpose of relationship marketing is to benefit the customer,not the organization. 
E) A major customer benefit of relationship marketing is a reduction in the price that is paid for the services an organization renders.

Question 10

Service providers use tools such as __________,which consists of charging different prices for different times of the day or during different days of the week to reflect the variations in demand for their services.

Accepted Answer

A) scale pricing 
B) capacity pricing 
C) down-time pricing 
D) off-peak pricing 
E) fraction pricing 
A) scale pricing 
B) capacity pricing 
C) down-time pricing 
D) off-peak pricing 
E) fraction pricing

Question 11

In the seven Ps of services,the term "process" refers to

Accepted Answer

A) the patented steps of service encounters that distinguish one service provider from another. 
B) licensed procedures that have met ISO 9000 guidelines for safety. 
C) the procedures,mechanisms,and flow of activities by which the service is created and delivered. 
D) a protocol for behaviors and activities for people-based rather than technology-based services. 
E) the decisions consumers' make during the purchase of services. 
A) the patented steps of service encounters that distinguish one service provider from another. 
B) licensed procedures that have met ISO 9000 guidelines for safety. 
C) the procedures,mechanisms,and flow of activities by which the service is created and delivered. 
D) a protocol for behaviors and activities for people-based rather than technology-based services. 
E) the decisions consumers' make during the purchase of services.

Question 12

What does idle production capacity refer to?

Accepted Answer

A) a situation where the demand for exceeds the availability of service providers and as a result,no services can be offered 
B) when the supply of service providers exceeds the primary demand for the service 
C) a situation where a service provider is available but there is no demand for the service 
D) integrating the service component of the marketing mix with efforts to influence consumer demand 
E) the potential profits of one service provider serving multiple clients at the same time 
A) a situation where the demand for exceeds the availability of service providers and as a result,no services can be offered 
B) when the supply of service providers exceeds the primary demand for the service 
C) a situation where a service provider is available but there is no demand for the service 
D) integrating the service component of the marketing mix with efforts to influence consumer demand 
E) the potential profits of one service provider serving multiple clients at the same time

Question 13

What type of organization is the U.S.Forest Service,which manages out national park system?

Accepted Answer

A) It is a privately owned firm. 
B) It is a government agency service provider. 
C) It is a good-dominate organization on the service continuum. 
D) It is an organization that does not experience idle production capacity. 
E) Capacity management is not an issue for this organizations. 
A) It is a privately owned firm. 
B) It is a government agency service provider. 
C) It is a good-dominate organization on the service continuum. 
D) It is an organization that does not experience idle production capacity. 
E) Capacity management is not an issue for this organizations.

Question 14

Inconsistency of services refers to the fact that

Accepted Answer

A) there is no regulation of service industries in terms of basic standards of quality. 
B) the quality of service provided by a firm is often inconsistent with its image. 
C) the performance of one employee may vary from the performance of another employee even though the same firm employs both. 
D) training and standardization of service delivery procedures cannot be accomplished. 
E) services have a varying degree of durability. 
A) there is no regulation of service industries in terms of basic standards of quality. 
B) the quality of service provided by a firm is often inconsistent with its image. 
C) the performance of one employee may vary from the performance of another employee even though the same firm employs both. 
D) training and standardization of service delivery procedures cannot be accomplished. 
E) services have a varying degree of durability.

Question 15

The type of analysis that compares the differences between consumers' expectations about a service and their experience with it based on dimensions of service quality is referred to as

Accepted Answer

A) customer relationship management. 
B) service encounter differential. 
C) gap analysis. 
D) a customer contact audit. 
E) a service audit. 
A) customer relationship management. 
B) service encounter differential. 
C) gap analysis. 
D) a customer contact audit. 
E) a service audit.

Question 16

According to Figure 12-6 above,"C" represents which dimension of service quality?

Accepted Answer

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

Question 17

Idle production capacity refers to

Accepted Answer

A) the minimum number of customers that a service provider can serve and still remain profitable. 
B) the maximum number of customers that a service provider must serve in order to remain profitable. 
C) the ability of a service provider to redirect its efforts so even when there is no primary demand,employees are still able to meet selective demand. 
D) a situation that occurs when a service provider is available but there is no demand for the service. 
E) a situation that occurs when the primary demand for a service exceeds that number of service deliverers available to meet that demand. 
A) the minimum number of customers that a service provider can serve and still remain profitable. 
B) the maximum number of customers that a service provider must serve in order to remain profitable. 
C) the ability of a service provider to redirect its efforts so even when there is no primary demand,employees are still able to meet selective demand. 
D) a situation that occurs when a service provider is available but there is no demand for the service. 
E) a situation that occurs when the primary demand for a service exceeds that number of service deliverers available to meet that demand.

Question 18

Which of the following is a point in the customer contact audit for a health club?

Accepted Answer

A) participating in the health club's exercise class 
B) the customer's diet 
C) too much traffic on the way to the club 
D) a willingness to exercise 
E) meeting an attractive gym member 
A) participating in the health club's exercise class 
B) the customer's diet 
C) too much traffic on the way to the club 
D) a willingness to exercise 
E) meeting an attractive gym member

Question 19

The range of offerings from the tangible to the intangible or product-dominant to service-dominant is referred to as the

Accepted Answer

A) service continuum. 
B) product continuum. 
C) tangibility line. 
D) inseparability span. 
E) customer contact audit. 
A) service continuum. 
B) product continuum. 
C) tangibility line. 
D) inseparability span. 
E) customer contact audit.

Question 20

Airlines feature load factor as a(n)__________ measure on their marketing dashboards.

Accepted Answer

A) productivity 
B) price differentiation 
C) tangibility 
D) capacity management 
E) profitability 
A) productivity 
B) price differentiation 
C) tangibility 
D) capacity management 
E) profitability

Exam 12: Services Marketing

What are the three properties products and services evaluated by consumers when they are making a purchase decision? Give an example of a product or service for each.

What does it mean when we say services are intangible.How do marketers of services overcome the problems associated with intangibility?

A customer contact audit refers to

The Susan G.Komen for the Cure has used __________,in addition to its familiar walks and races,to raise more than $2 billion for breast cancer research.

With respect to social marketing,nonprofit organizations should do all of the following EXCEPT:

What is a customer contact audit? Outline the contact audit for a typical visit to your dentist.

List and define the five dimensions of service quality described in the textbook.

Most public relations experts agree that it is best for a company to __________ comments about it on the Internet.

Which of the following statements about relationship marketing is MOST ACCURATE?

Service providers use tools such as __________,which consists of charging different prices for different times of the day or during different days of the week to reflect the variations in demand for their services.

In the seven Ps of services,the term "process" refers to

What does idle production capacity refer to?

What type of organization is the U.S.Forest Service,which manages out national park system?

Inconsistency of services refers to the fact that

The type of analysis that compares the differences between consumers' expectations about a service and their experience with it based on dimensions of service quality is referred to as

According to Figure 12-6 above,"C" represents which dimension of service quality?

Idle production capacity refers to

Which of the following is a point in the customer contact audit for a health club?

The range of offerings from the tangible to the intangible or product-dominant to service-dominant is referred to as the

Airlines feature load factor as a(n)__________ measure on their marketing dashboards.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters