Question 1

Four Seasons is known for 'knowing all about the customer and their preferences' before they walk into the door. After a busy day at a tradeshow all day, Janine walks into the lobby and is greeted by name by a staff member who informs Janine that she booked her a foot massage for later in the evening. This is a great example of:

Accepted Answer

A) responsiveness 
B) sympathy 
C) assurance 
D) empathy

Question 2

Social media is playing a significant part in marketing the service product of top companies. Interbrand found that__________ percent of service brands on the Interbrand List had a Facebook page, and __________percent use Twitter.

Accepted Answer

A) 80; 85 
B) 100; 95 
C) 75; 75 
D) 90; 90

Question 3

Services such as restaurants and child care are evaluated on __________properties.

Accepted Answer

A) search 
B) credence 
C) experience 
D) form

Question 4

The two basic components of a customer's evaluation of services are:

Accepted Answer

A) expectations and actual experience. 
B) experience and credence. 
C) expectations and customer contact. 
D) intangibility and inconsistency.

Question 5

Services performed by plastic surgeons or lawyers are primarily evaluated on__________ properties.

Accepted Answer

A) search 
B) credence 
C) indirect 
D) form

Question 6

Andrea Arena is the owner of 2 Places at 1 Time, a concierge company. She and her staff of 60 perform everyday services such as walking the dog, picking up cleaning, waiting for the repairman, and going to the post office for people who are too busy to perform these simple acts themselves. One way she tries to ensure of services for her regular customers is to make sure that the same person is always assigned to work for them.

Accepted Answer

A) flexibility 
B) congruity 
C) consistency 
D) tangibility

Question 7

According to the text, when designing the product element of the marketing mix for services, marketing managers should give special attention to:

Accepted Answer

A) packaging. 
B) capacity management. 
C) advertising. 
D) branding.

Question 8

Sarah has a backache due to overexertion. She believes a massage would loosen her back muscles and make her feel better. She is concerned because a massage unlike a pair of shoes cannot be felt before she buys it. Sarah realizes massages have properties.
______

Accepted Answer

A) search 
B) form 
C) credence 
D) experience

Question 9

Before beginning each work shift at Lululemon, the manager conducts a quick training session and energy building exercise so the staff are both informed and energized to work the shift. This is an example:

Accepted Answer

A) internal analysis. 
B) personnel management. 
C) internal marketing. 
D) employee development.

Question 10

Where would potatoes, a photographic studio, and a psychologist fit into the service continuum?

Accepted Answer

The answer of Where would potatoes, a photographic studio, and...

Question 11

What is internal marketing? Why is it important in services marketing?

Accepted Answer

The answer of What is internal marketing? Why is it...

Question 12

Which statement below is incorrect as it relates to the concept of inseparability?

Accepted Answer

A) receiving a college or university education is an example of the second dimension 
B) the first dimension is the inseparability of production and consumption 
C) the third dimension is that for many products, separation of production and consumption is easy for the consumer to complete 
D) the second dimension is that, in most cases, the consumer cannot (and does not)separate the deliverer of the service from the service itself

Question 13

One of the primary difference between tangible goods and services involves the consumer's ability to make pre-purchase evaluations. For example, consumers can quite easily make comparisons and evaluations of clothing, automobiles, and Appliances before making a purchase. On the other hand, consumers can evaluate Services such as restaurants, beauty salons, and laundromats only during or after the purchase. Indeed, tangible products have __________properties, while services have
__________Properties.

Accepted Answer

A) search; experience 
B) experience; search 
C) consistent; inconsistent 
D) inconsistent; consistent

Question 14

Using a workflow mapping tool such as Microsoft VISIO would come in handy when creating a:

Accepted Answer

A) contact point audit 
B) customer contact audit 
C) gap audit 
D) touch point audit

Question 15

Obtaining mortgage advice from a financial institution would be best classified as a(n)

Accepted Answer

A) production. 
B) evidence. 
C) good. 
D) service.

Question 16

At the end of every season, the LA Galaxy soccer team sends their season ticket holders a digital survey asking them to rank several items that they experienced. Which tool is LA Galaxy using?

Accepted Answer

A) internal marketing 
B) capacity management 
C) gap analysis 
D) customer touch point audit

Question 17

When Brad heard, "There is no waiting in checkout lines 2, 4, and 5," he knew that the supermarket had:

Accepted Answer

A) intangibility. 
B) static demand. 
C) off-peak convenience. 
D) idle production capacity.

Question 18

According to the textbook, the Internet and other global platforms has increased which aspect of the marketing mix for services?

Accepted Answer

A) promotional reach 
B) advertising reach 
C) pricing options 
D) distribution reach

Question 19

Which of the following statements about services is true?

Accepted Answer

A) Services are both tangible and intangible items. 
B) Two out of ten Canadians work in the services industry. 
C) In Canada, the service sector is responsible for over 75 percent of its workforce. 
D) The marketing of services is the same as the marketing of goods.

Question 20

Allstate Insurance stresses to its card holders that help is "just one call away", and that "you are in good hands." Which statement below best describes what Allstate is offering?

Accepted Answer

A) The services cannot be held, seen, or touched before the purchase decision. 
B) The service cannot be described only experienced. 
C) The value of the service provided can only be determined using subjective criteria. 
D) The quantity can vary.

Exam 12: Managing Services

Social media is playing a significant part in marketing the service product of top companies. Interbrand found that percent of service brands on the Interbrand List had a Facebook page, and percent use Twitter.