Services Marketing - Exam 1 Review

Ch. 1 - Intro to Services

100

_____ is a key determinant of whether an offering should be classified as a product or a service. A. Physicality B. Audience passivity C. Intangibility D. Perception E. Abstraction

C. Intangibility

200

Pricing is easier when marketing services than when marketing goods. True/False

False

300

Which of the following statements describes a marketing implication that results from the intangibility of services? A. Customers participate in and affect the transaction B. Service quality depends on many uncontrollable factors C. Services can be readily communicated D. There is no sure knowledge that the service delivered matches what was planned and promoted E. Services cannot be inventoried

E. Services cannot be inventoried

400

Parents everywhere are very busy and often cannot spend time with their children. In the Netherlands, children who want a bedtime story can call the telephone service and request to listen to one of twenty prerecorded fairy tales. The phone company charges $7 per story. Because of the prerecording of the stories, this bedtime service reduces the problems typically associated with the _____ characteristic of services. A. Versatility B. Heterogeneity C. Simultaneous production and consumption D. Perishability E. Intangibility

B. Heterogeneity

500

Which of the following products is LEAST high in experience qualities? A. Plastic surgery B. A prom band C. Catered banquet D. Wedding dress E. Pet grooming

D. Wedding dress

Ch. 2 - The Gaps Model of Service Quality

100

Provider gap 2 is the difference between development of customer-driven service standards and actual service performance by company employees. True/False

TRUE

200

Ad puffery such as "The Best Pizza in the State" could lead to provider gap 4. True/False

True

300

Which of the following would result in a broadening of provider gap 1? A. The service intermediary for a cruise line wants to only sell those cruises on which it would receive the highest commissions B. The ski resort has an over-reliance on price to smooth demand for its resort facilities C. The marketing research done by the motel chain includes insufficient research about what its target market wants D. The ads for the language program over-promise how quickly the average person will be able to learn a foreign language E. All of the above would result in a broadening of provider gap 1

C. The marketing research done by the motel chain includes insufficient research about what its target market wants

400

When the toddler's ball rolled under the motel bed, his mother was surprised to find a dirty sock and used crumbled tissues under the bed also. This physical evidence of service was not what the mother expected to find in this luxury hotel and served to broaden the provider _____ of the gaps model of service quality. A. Gap 1 B. Gap 2 C. Gap 3 D. Gap 4

B. Gap 2

500

The 25th Hour Inc. is a business that runs errands for people. Its employees have been called in to care for a toddler when her mother went into labor, to buying groceries for a mother who wanted to attend her child' soccer game and to decorate for parties. If any customer is not completely happy with the service The 25th Hour provides, its employees are told to immediately refund the customer's money (less any expenses) as soon as the complaint is made known. This sort of service recovery policy helps to narrow provider _____ of the gaps model of service quality. A. Gap 1 B. Gap 2 C. Gap 3 D. Gap 4

A. Gap 1

Ch. 3 - Customer Expectations of Service

100

36. Customers typically notice service when it falls outside the zone of tolerance. TRUE/FALSE

TRUE

200

25. An important influence in desired service expectations is ____________, the customer’s underlying generic attitude about the meaning of service and the proper conduct of service providers. A. Personal need B. Personal service philosophy C. Derived service expectations D. Perceived service alternative E. Situational attitude

B. Personal service philosophy

300

33. _____ are personal and nonpersonal statements about a service made by an organization to customers. A. Marketing testimonials B. Implicit service promises C. Word-of-mouth communications D. Past experience influencers E. Explicit service promises

E. Explicit service promises

400

30. The fluctuation in a customer’s zone of tolerance is more a function of changes in the _____________, which moves readily up and down because of situational circumstances than of the _______________, which tends to move upward incrementally because of accumulated experiences. A. Adequate service level; desired service level B. Adequate service level; tolerable service level C. Desired service level; adequate service level D. Desired service level; tolerable service level E. Ideal service level; desirable service level

A. Adequate service level; desired service level

500

29. Leonard has been commuting to New York City on the Long Island Railroad for ten years. Every morning he takes the 7:00 a.m. train that is scheduled to arrive in New York at 8:15 a.m. from Huntington, a suburb of New York. Although Leonard would like the train to arrive in New York on time, he knows from his experience as a commuter that it is more likely the train will be 5 minutes late. Leonard's expectation that his train will be 5 minutes late reflects his _________ level of service for the Long Island Railroad. A. Desired B. Adequate C. Transactional D. Functional E. Available

B. Adequate

Ch. 4 - Customer Perceptions of Service

100

37. Which of the following can influence how satisfied a customer is with a service? A. Customers' emotions B. Product features C. Customers' perception of service quality D. Uncontrollable situational factor E. All of the above

E. All of the above

200

39. Henri, Brad and Wesley are all studying to be dog groomers at a local Petsmart training academy. Henri and Brad believe they received inadequate training because they could not get a job when the course concluded. Wesley thinks the academy was a great experience and really enjoys grooming the pets at Pet Heaven Kennels. In this example, satisfaction levels were influenced by: A. Poor service quality B. Their perceptions of service quality C. Their emotional states D. Their attributions for service success E. Their perception of equity

E. Their perception of equity

300

41. The _____ dimension of service quality refers to the willingness to help customers and provide prompt service. A. Reliability B. Responsiveness C. Assurance D. Empathy

B. Responsiveness

400

44. The growth of e-tailing has led to the identification of four core dimensions that consumers use to evaluate Web sites at which they experience no questions or problems. They are: A. Efficiency, fulfillment, system availability and privacy B. Responsiveness, reliability, assurance and empathy C. Context, content, community and connectivity D. Content, reliability, privacy and download speed E. Efficiency, effectiveness, maneuverability and attractiveness

A. Efficiency, fulfillment, system availability and privacy

500

46. Anika belongs to an Internet library, which lets her trade books she no longer wants for like-valued items she does want. Most members follow the rules of the Web site, but a few unscrupulous members do not mail requested books because they are more interested in acquiring books than sharing them with others. Anika has the potential to experience problems with which e-service quality dimension as she trades books? A. Assurance B. Reliability C. Fulfillment D. Empathy E. Efficiency

C. Fulfillment

Miscellaneous

100

47. A service encounter that occurs without any direct human contact is a(n) _____ encounter. A. Remote B. Technology-mediated C. Detached D. Public E. Impersonal

A. Remote

200

11. In addition to the elements of the traditional marketing mix, the expanded mix for services includes: A. Positioning, personalization and process B. People, physical evidence and process C. Personalization, procurement and people D. Profit, production and psychology E. People, partnerships and positioning

B. People, physical evidence and process

300

27. Word-of-mouth communication about a service may be either personal or nonpersonal, but it is always verbal. TRUE/FALSE

FALSE

400

34. Before going out to dinner with her husband at Formia Ristorante, a contemporary Italian restaurant in New Jersey, Jennifer read a review of Formia in the local newspaper. The review indicated Formia is an unpretentious and unassuming, but exceptionally fine, contemporary Italian restaurant. Five servers who are under the owner's watchful eye attentively care for the fourteen roomy tables in the single large dining room. What the servers may lack in experience is more than compensated for by tempered enthusiasm and sincere desire to ensure guests are comfortable. The review of Formia that Jennifer read is a(n): A. Explicit service promise B. Implicit service promise C. Word-of-mouth communication D. Past experience influence E. Marketing testimonial

C. Word-of-mouth communication

500

35. Product and service features that are unexpected and surprisingly enjoyable are known as ___________. A. Satisfiers B. Musts C. Delights D. Ego-oriented services E. Forecasted intensifiers

C. Delights