Basic Marketing Test 3 Ch 12 & 14 Set 1

Front 1

Services as products should not be confused with the related topic of what?

Back 1

customer services

Front 2

in most developed countries, services account for about what percent of the gross domestic product (GDP)

Back 2

70 percent

Front 3

services can be compared to a ------

Back 3

performance

Front 4

What are the six basic characteristics of services?

Back 4

intangibility, inseparability of production and consumption, perishability, heterogeneity, client-based relationships, and customer contact.

Front 5

what is the major characteristic that distinguishes a service from a good?

Back 5

intangibility.

Front 6

means a service is not physical and therefore cannot be perceived by the senses. (book def-the quality of being produced and consumed at the same time)

Back 6

intangibility.

Front 7

knowing where a product lies on the ---------- ---------- -------- is important in creating marketing strategies for service dominant products.

Back 7

the tangibility continuum

Front 8

refers to the fact that the production of a service cannot be separated from its consumption by customers.

Back 8

inseparability

Front 9

the inability of unused service capacity to be stored for future use.

Back 9

perishability

Front 10

variation in quality.

Back 10

heterogeneity

Front 11

heterogeneity increases as the degree of ------ ----- increases.

Back 11

labor intensiveness

Front 12

equipment based services don't suffer from ------- as much as people based services.

Back 12

heterogeneity

Front 13

interactions that result in satisfied customers who use a service repeatedly over time.

Back 13

client based relationships

Front 14

some service providers such as lawyers, accountants, and financial advisers, call their customers ---------- and often develop and maintain close long term relationships with them.

Back 14

clients

Front 15

client based relationships rely heavily on

Back 15

word of mouth

Front 16

What are some dimensions of service quality.

Back 16

tangibles, reliability, responsiveness, assurance, empathy

Front 17

physical evidence of the service. (dimensions of service quality)

Back 17

Tangibles (ex. clean office, freshness of food)

Front 18

consistency and dependability in performing the service. (dimensions of service quality)

Back 18

reliability (ex. accurate bank statement, airline arriving on time.)

Front 19

willingness or readiness of employees to provide the service. (dimensions of service quality)

Back 19

responsiveness (ex. returning customer phone calls, server refilling drink, ambulance arriving fast.)

Front 20

knowledge/competence of employees and ability to convey trust and confidence. (dimensions of service quality)

Back 20

assurance (knowledge and skills of employees, doctors bedside manner, highly trained financial adviser.

Front 21

caring and individual attention provided by employees. (dimensions of service quality)

Back 21

empathy (ex. listening to customers needs, caring about their interests)

Front 22

what are the four factors that affect service quality a company must consider?

Back 22

1. analysis of customer expectations, 2. service quality specifications, 3. employee performance, 4. management of service expectations.

Front 23

what are the two levels of expectations customers usually have?

Back 23

desired and acceptable

Front 24

what is the difference between the two levels of expectations customers have?

Back 24

zone of tolerance

Front 25

to provide products that satisfy target markets and achieve the firm's objectives, a marketer must develop, alter, and maintain an -------- --------- --------.

Back 25

effective product mix

Front 26

what are several ways to improve an organizations product mix?

Back 26

management of existing products, development of new products, product differentiation, and elimination of weak products from the product mix.

Front 27

what is a way to manage existing products?

Back 27

line extension and product modification.

Front 28

the development of a product that is closely related to existing products in the line but is designed specifically to meet different customer needs

Back 28

line extension

Front 29

line are extensions are more common than new products because

Back 29

they are a less expensive, lower risk alternative for increasing sales.

Front 30

how does newbury comics stand out?

Back 30

by supporting independent artists and cultural visionaries and recognizing the importance of offering products that entertain or challenge customers perceptions of the world.

Front 31

Newbury comics believes it can better serve its customers by focusing on

Back 31

products