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100 Cards in this Set
- Front
- Back
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Which of the following product offerings is intangible?
A) fish for an aquarium B) refillable ink cartridges for a computer printer C) a mink coat D) a meal at a fast-food restaurant E) a limousine ride |
E) a limousine ride |
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________ are acts, efforts, or performances exchanged from producer to user without ownership rights.
A) Tangibles B) Services C) Ideas D) Brand extensions E) Licenses |
B) Services |
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Which of the following is NOT an example of a business service?
A) security B) insurance C) legal advice D) raw material supply E) cleaning |
D) raw material supply |
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Four characteristics are used to differentiate services from goods. Which of the following is NOT one of those characteristics?
A) intangibility B) perishability C) variability D) personalization E) inseparability |
D) personalization |
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Service ________ means that customers cannot see, touch, or smell good service.
A) perishability B) variability C) intangibility D) responsiveness E) inseparability |
C) intangibility |
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A physician might deal with potential problems associated with the ________ characteristic of services by providing physical cues such as her medical diplomas hanging on the wall of the examining room.
A) intangibility B) perishability C) variability D) inseparability E) personalization |
A) intangibility |
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Capacity management is one of the ways to meet potential problems related to the ________ characteristic of services.
A) intangibility B) perishability C) variability D) inseparability E) responsiveness |
B) perishability |
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Service ________ means that a firm cannot store its services.
A) intangibility B) perishability C) inseparability D) variability E) personalization |
B) perishability |
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________ is the process by which organizations adjust the supply of their services in an attempt to match demand.
A) Disintermediation B) Capacity management C) Total quality management D) Just-in-time management E) Augmented service management |
B) Capacity management |
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Service ________ refers to the inevitable differences in a service provider's performance from one service encounter to the next.
A) inseparability B) variability C) personalization D) responsiveness E) intangibility |
B) variability |
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A customer got a great haircut at a salon and went back six weeks later to the same person to get a second haircut. This time, the customer received one of the worst haircuts of his life. The difference between the two haircuts are due to the ________ characteristic of services.
A) perishability B) responsiveness C) personalization D) variability E) inseparability |
D) variability |
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A Colorado ski resort opens its mountain ski trails during the summer months for the recreational enjoyment of mountain bike riders. The resort is doing which of the following?
A) using disintermediation B) using total quality management (TQM) C) using capacity management D) maintaining the core service E) using gap analysis |
C) using capacity management |
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The opportunities for ________ provided by the Internet have helped many companies in the financial services area address the problem of the inseparability of services.
A) capacity management B) disintermediation C) servicescape management D) transactional marketing E) critical incident management |
B) disintermediation |
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Disintermediation is one method to address potential problems related to the ________ characteristic of services.
A) intangibility B) responsiveness C) perishability D) personalization E) inseparability |
E) inseparability |
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Which of the following is true due primarily to the inseparability of services?
A) Customers have to rely on reassuring physical cues that indicate quality service. B) Service businesses cannot promise the same experience with every service encounter. C) A service is produced and consumed at the same time. D) It is impossible for service businesses to exactly match supply with demand. E) It is difficult for service businesses to live up to guarantees. |
B or C
*Not sure |
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Service ________ means that a service can only take place at the time the service provider performs it on either the customer or the customer's possessions.
A) inseparability B) personalization C) variability D) intangibility E) creativity |
A) inseparability |
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The ________ is the interaction between the customer and the service provider.
A) supply-demand exchange B) transaction point C) service encounter D) service program E) service promotion |
C) service encounter |
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Which of the following statements about the service encounter is true?
A) The quality of service delivered by a company is only as good as its best employee. B) The customer plays a minimal role in the quality of the service encounter. C) An employee's actions, words, and physical appearance do not represent the organization. D) The quality of information provided by the customer does not affect the quality of the service encounter. E) The service encounter has a social dimension and a physical dimension. |
E) The service encounter has a social dimension and a physical dimension. |
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A haircut, a manicure, and a pedicure are all examples of ________.
A) intangible services B) tangible services C) tangible goods D) tangible possessions E) intangible possessions |
A) intangible services |
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Which of the following is NOT a way that marketers classify services?
A) services performed directly on the customer B) services performed directly on the customer's possession C) services performed indirectly on the customer D) services consisting of tangible actions E) services consisting of intangible actions |
C) services performed indirectly on the customer |
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Carpet and furniture repair are classified as ________.
A) tangible services performed on the customer B) tangible services performed on the customer's possessions C) tangible goods delivered to the customer D) intangible services performed on the customer E) intangible services performed on the customer's possessions |
B) tangible services performed on the customer's possessions |
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Home security services and accounting services are classified as ________.
A) tangible services performed on the customer B) intangible services performed indirectly on the customer C) tangible goods delivered to the customer D) tangible services performed on the customer's possessions E) intangible services performed on the customer's possessions |
E) intangible services performed on the customer's possessions |
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Insurance, a television program, and a college education are all examples of ________.
A) tangible services B) intangible services C) tangible possessions D) tangible goods E) intangible goods |
B) intangible services |
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The closer a product is to the tangible pole of the service continuum, the ________.
A) more emphasis there is on perishability B) less emphasis there is on environmental factors C) more emphasis there is on inseparability D) more emphasis there is on credence qualities E) less emphasis there is on service |
E) less emphasis there is on service
?????? |
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According to the goods/services continuum, which of the following is the best example of a pure service provider?
A) a furniture retailer B) a magazine publisher C) a building contractor D) a paper manufacturer E) a teacher |
E) a teacher |
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Which of the following is NOT a category on the service continuum?
A) goods-dominated products B) service-dominated goods C) equipment-based services D) facility-based services E) people-based services |
B) service-dominated goods |
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A hospital that spends hundreds of thousands of dollars on lifesaving monitoring equipment demands that the seller provide in-service training on the equipment for its personnel. The hospital also expects the seller of the equipment to quickly respond any time the equipment needs maintenance. The monitoring equipment is an example of a(n) ________.
A) goods-dominated product B) service-dominated good C) equipment-based service D) facility-based service E) people-based service |
A) goods-dominated product |
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Which of the following is the best example of an equipment-based service?
A) a tutoring service B) an amusement park C) a religious service D) a dog-walking service E) a car dealership |
B) an amusement park |
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Most cities have a variety of fast-food restaurant franchises . The proximity of these restaurants to densely populated neighborhoods and high-traffic shopping areas illustrates the importance of the ________ factor for equipment-based services.
A) operational B) search C) locational D) augmentation E) supply |
C) locational |
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A service provider takes great care in creating a certain look for her storefront, selecting specific colors, lighting, and furnishings to create an inviting atmosphere. In doing so, the service provider is focused on ________ factors.
A) operational B) credence C) locational D) environmental E) supply |
D) environmental |
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A service offering that differentiates a firm from its competition and provides enhanced value is referred to as a(n) ________.
A) core service B) augmented service C) environmental factor D) operational factor E) disintermediator |
B) augmented service |
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Self-improvement services such as those offered by wardrobe consultants and personal nutritionists are examples of ________.
A) service-dominated goods B) goods-dominated products C) equipment-based services D) facility-based services E) people-based services |
E) people-based services |
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Facility exteriors and interiors are part of ________.
A) the servicescape B) disintermediation C) the core service D) the intangibles in a service exchange E) place marketing |
A) the servicescape |
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The environment in which service is delivered is referred to as the ________.
A) service encounter B) servicescape C) commercescape D) operational factor E) locational factor |
B) servicescape |
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A marketer would be most likely to use which of the following to make sure that her company always comes up at or near the top of lists of typical search phrases related to her business?
A) an online reputation management service B) a "scrub" service C) search engine optimization (SEO) D) total quality management (TQM) E) SERVQUAL |
C) search engine optimization (SEO) |
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Which of the following accounts for the majority of complaints received by service businesses?
A) service providers failing to be reliable B) exaggerated customer expectations C) employees who fail to be empathetic D) miscommunication during the service encounter E) exaggerated management expectations |
B) exaggerated customer expectations
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Which of the following is true of service marketers?
A) They can always predict the consistency of service quality. B) They can typically offer customers a free trial of the service. C) They must identify ways of illustrating the benefits their service will provide. D) They typically market a service the same way a product would be marketed. E) They have no way to quantitatively measure service quality. |
C) They must identify ways of illustrating the benefits their service will provide. |
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Which of the following is NOT true of search qualities?
A) They may include style, price, or color. B) They can be built into a service for customers to notice. C) Intangible services are more likely to have them than are tangible goods. D) They can be examined prior to purchase. E) They may include smell and texture. |
C) Intangible services are more likely to have them than are tangible goods. |
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Experience qualities are product attributes that customers can identify ________.
A) prior to consumption B) only during consumption C) only after consumption D) both during and after consumption E) before, during, or after consumption |
D) both during and after consumption |
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Which of the following is a product attribute that may be difficult to evaluate even after it has been experienced?
A) search quality B) service quality C) experience quality D) credence quality E) benefit quality |
D) credence quality |
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Which of the following is an instrument to measure consumers' perceptions of service quality?
A) total quality management (TQM) B) capacity management C) credence management D) SERVQUAL E) the service continuum |
D) SERVQUAL |
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Tangibles, reliability, responsiveness, assurance, and empathy are the five dimensions of service quality used in which of the following?
A) total quality management (TQM) B) SERVQUAL C) gap analysis D) the critical incident technique E) the market fulfillment approach |
B) SERVQUAL |
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Which of the following is NOT true about the SERVQUAL scale?
A) SERVQUAL is not used in connection with gap analysis. B) The SERVQUAL scale is usually administered in a survey format. C) Firms often track SERVQUAL scores over time to measure how their service quality has improved. D) SERVQUAL measures five dimensions of service quality. E) The SERVQUAL scale remains a popular tool for measuring customer perception of service quality. |
D) SERVQUAL measures five dimensions of service quality. |
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When using the SERVQUAL scale, a store focused on employee willingness to help customers and provide prompt service would likely pay the most attention to the results in the ________ dimension.
A) creativity B) empathy C) assurance D) responsiveness E) reliability |
D) responsiveness |
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Karen likes using the SERVQUAL scale to measure her clients' perception of the quality of her hair styling salon because it includes assessing ________, which involves the physical facilities and equipment and professional appearance of the stylists. These aspects are very important for the comfort of her clients.
A) tangibles B) reliability C) responsiveness D) assurance E) empathy |
A) tangibles |
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Tony, a vice president of the St. Louis One Gateway Credit Union, decided to measure the customers' perceptions of the service quality of the Credit Union. He chose to use the SERVQUAL scale because it included the ________ component, which involves the knowledge and courtesy of employees, as well as their ability to convey trust and confidence.
A) empathy B) responsiveness C) assurance D) reliability E) creativity |
C) assurance |
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The president of a fast growing company that manages retirement communities states that the degree of caring and individual attention the residents receive is the most important component of service quality for his company. The president would be most likely to focus on the results in which of the following dimensions of the SERVQUAL scale?
A) creativity B) reliability C) responsiveness D) assurance E) empathy |
E) empathy |
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Which of the following is used to measure the difference between a customer's expectations of service quality and what actually occurred?
A) break-even analysis B) SERVQUAL C) the critical incident technique D) gap analysis E) SWOT analysis |
D) gap analysis |
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Which of the following is NOT a potential major gap in a gap analysis?
A) the gap between established quality standards and service delivery B) the gap between expected service and actual service C) the gap between consumers' personal needs and expected service D) the gap between consumers' expectations and management's perceptions of those expectations E) the gap between service quality standards and consumers' expectations |
C) the gap between consumers' personal needs and expected service |
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A bank closing one of its branch locations at midday to balance transactions because it is efficient for the bank, even though it is not convenient for customers who want to do their banking during the lunch hour, is an example of a gap between ________.
A) established quality standards and service delivery B) expected service and perceived service C) consumers' expectations and management's perceptions D) management's perception and quality standards set by the firm E) service quality standards and consumers' perceptions |
C) consumers' expectations and management's perceptions |
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Two successful service firms, American Express and Ritz-Carlton, have developed written service quality goals. This step was taken in an attempt to deal with any gap between ________.
A) consumer expectations and management perceptions B) management perceptions and quality standards set by the firm C) service quality standards and consumer expectations D) service quality standards and consumer perceptions E) expected services and needed services |
B) management perceptions and quality standards set by the firm |
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When employees are not delivering customer service at the level specified by their employer, there is a gap between ________.
A) consumer expectations and management perceptions B) management perceptions and quality standards set by the firm C) established quality standards and service delivery D) expected services and needed services E) service quality standards and consumer expectations |
C) established quality standards and service delivery |
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A service firm communicating exactly what the customer can expect and what will happen if the company does not deliver on its promises will eliminate the gap between ________.
A) established quality standards and service delivery B) established delivery standards and management perceptions C) service quality standards and consumer expectations D) consumer expectations and management perceptions E) needed service and expected service |
C) service quality standards and consumer expectations |
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When communications accurately describe what service quality is provided and can be expected, and consumers are still less than satisfied with the service, there is a gap between ________.
A) consumer expectations and management perceptions B) management perceptions and quality standards set by the firm C) expected services and actual services D) expected services and needed services E) service quality standards and consumer expectations |
C) expected services and actual services |
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Which of the following is a method for measuring service quality?
A) SWOT analysis B) a market audit C) break-even analysis D) the critical incident technique E) market fulfillment |
D) the critical incident technique |
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Which of the following involves analyzing very specific customer complaints?
A) SERVQUAL B) total quality management (TQM) C) gap analysis D) the critical incident technique E) servicescape |
D) the critical incident technique |
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People, places, and ideas are all ________ that often need to be "sold" by someone and "bought" by someone else.
A) tangibles B) goods C) intangibles D) values E) benefits |
C) intangibles |
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Political consultants market politicians when they "package" candidates who then compete for "market share" as measured by ________.
A) purchases B) market fulfillment C) credence qualities D) votes E) social networking |
D) votes |
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Agents who work to get their celebrity clients exposure on TV or perhaps a starring role in a movie are practicing ________.
A) idea marketing B) relationship marketing C) people marketing D) social marketing E) prestige marketing |
C) people marketing |
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An agent for an actor presents a client's qualifications to potential movie production companies until one company responds positively to the actor. This is an example of the ________ approach.
A) product improvement B) market fulfillment C) total quality management (TQM) D) pure selling E) relationship marketing |
D) pure selling |
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Modifications to certain characteristics of what is being marketed are integral to the ________ approach.
A) pure selling B) product improvement C) market improvement D) product fulfillment E) market fulfillment |
B) product improvement |
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Developing a new product to meet the minimum qualifications of an unmet need is integral to the ________ approach to marketing.
A) social B) pure selling C) product fulfillment D) market fulfillment E) product improvement |
D) market fulfillment |
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________ strategies regard a city, state, country, or other locale as a brand.
A) Social marketing B) Idea marketing C) Place marketing D) Service marketing E) Green marketing |
C) Place marketing |
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After the 2001 attack on the World Trade Center, New York City unveiled a new tourism advertising campaign with the slogan "The New York Miracle: Be a Part of It." This is an example of ________.
A) social marketing B) idea marketing C) people marketing D) place marketing E) service marketing |
D) place marketing |
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A TV commercial invites people to attend a service at a so-called "mega-church" that has a huge steel and glass structure with acres of parking. This is an example of ________.
A) idea marketing B) people marketing C) place marketing D) the market fulfillment approach E) the product fulfillment approach |
A) idea marketing |
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What strategy would a marketer most likely use to promote something that cannot be seen, has no smell, and cannot be felt?
A) idea marketing B) place marketing C) people marketing D) relationship marketing E) one-to-one marketing |
A) idea marketing |
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Idea marketing could be about all of the following EXCEPT which one?
A) gaining a market share for a concept B) communicating a philosophy C) encouraging a change in people's beliefs D) encouraging a change in people's actions E) promoting a specific product for profit |
E) promoting a specific product for profit |
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A religious organization marketing what is perceived as desirable behavior is implementing ________.
A) people marketing B) the market fulfillment approach C) the product improvement approach D) idea marketing E) organizational marketing |
D) idea marketing |
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A TV commercial aimed at persuading viewers to use seatbelts while riding in a car is an example of ________.
A) people marketing B) value marketing C) services marketing D) idea marketing E) relationship marketing |
D) idea marketing |
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Many cities, states, and countries recognize that by using effective marketing strategies, they can increase vital tourism revenues and attract business investments needed for growth. This is an example of implementing ________.
A) idea marketing B) social marketing C) cultural marketing D) place marketing E) services marketing |
D) place marketing |
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According to the new dominant logic for marketing, ________ is the central, or core, deliverable in every exchange.
A) value B) prestige C) service D) the product E) a relationship |
C) service |
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The new dominant logic for marketing suggests which of the following?
A) Goods will maintain their prominence in the marketplace. B) One-to-one marketing will replace mass marketing. C) The traditional distinction between services and goods will change. D) Service will be the augmented deliverable for most products. E) New strategies for marketing existing services must be developed. |
C) The traditional distinction between services and goods will change. |
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According to the new dominant logic for marketing, ________ make a relatively minor contribution to the value proposition.
A) services B) products C) relationships D) prestige markers E) quality attributes |
B) products |
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Which of the following is NOT a trend that is expected to provide new opportunities for marketers?
A) changing demographics B) declining levels of patriotism C) technological advances D) proliferation of information E) globalization |
B) declining levels of patriotism |
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Which of the following is a service industry in the United States that is likely to see growth due primarily to demographic changes?
A) living assistance for seniors B) babysitting services for baby boomers C) health services for medical tourists D) technology consulting for businesses E) database services for businesses |
A) living assistance for seniors |
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To reduce problems associated with the intangibility of the services offered by a restaurant, the restaurant owner would be most likely to do which of the following?
A) lower entree prices between 4 p.m. and 6 p.m. B) provide clean tablecloths and cloth napkins for each new customer C) empower employees to handle customer complaints D) offer a service guarantee to ensure customers that food quality will be consistent E) offer regular employee workshops focusing on customer service |
B) provide clean tablecloths and cloth napkins for each new customer |
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Christopher Messenger rents storage space to college students who go home for the summer but do not want to haul all of their property home and back. The business is profitable during the summer months, but when the storage space is unoccupied in the off-season, Christopher is losing money. What characteristic of service is most likely the source of Christopher's problem?
A) intangibility B) perishability C) personalization D) variability E) inseparability |
B) perishability |
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Jack was so enthusiastic about the band he saw performing at a local club last weekend that he persuaded a large group of friends to return to the club to hear the band on Thursday. Unfortunately, the band's Thursday performance was uninspired and at times off-key. The performance differences are due to the ________ characteristic of service.
A) perishability B) variability C) creativity D) personalization E) responsiveness |
B) variability |
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People most commonly buy the services of a tattoo artist on the weekends. To encourage people to use their services on the weekdays, many tattoo artists adjust prices to influence demand. In other words, they use different prices to lessen the problems related to the ________ characteristic of services.
A) intangibility B) inseparability C) perishability D) variability E) responsiveness |
C) perishability |
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A hotel and resort company launched a new employee program that includes intensive training in different service encounter scenarios. This training program is most likely designed to lessen the problems related to the ________ characteristic of services.
A) perishability B) intangibility C) creativity D) inseparability E) personalization |
D) inseparability |
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According to the goods/services continuum, which of the following is the best example of a pure good?
A) a textbook B) a class lecture C) a haircut D) a muffler repair E) a massage |
A) a textbook |
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Many visitors to an amusement park have complained about the long and slow-moving lines, as well as the fact that park employees are letting their friends cut in line. This equipment-based service provider is having trouble with ________ factors.
A) operational B) augmented services C) locational D) environmental E) technological |
A) operational |
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Which of the following is the best example of a facility-based service?
A) a car dealer B) a pharmacy C) a swimming pool D) a computer and electronics store E) an accounting firm |
E) an accounting firm |
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Which of the following is the best example of a people-based service?
A) an automatic carwash B) a museum C) a babysitting service D) an x-ray lab E) a movie theater |
C) a babysitting service |
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A coffeehouse that has added free wireless Internet connections for its patrons' laptop computers is offering a(n) ________.
A) core service B) augmented service C) intangible good D) disintermediated service E) people-based service |
B) augmented service |
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Which of the following is NOT an example of a service encounter?
A) a nurse listening to a patient's heart rate B) a potential customer using a search engine to locate a business C) a customer checking into a hotel D) a student attending a tutoring session E) a mechanic telling a customer what is wrong with his car |
B) a potential customer using a search engine to locate a business |
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One of the ways Megan determined which day care center to send her children to was visiting different centers and observing the indoor and outdoor play facilities, the cleanliness of the employees' uniforms, and how well infants were segregated from older children. She was evaluating the day care using ________ qualities before she enrolled her children in the day care.
A) operational B) local C) search D) experience E) credence |
pretty sure c but could be d |
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When Ria hired an interior designer to redecorate her living room, she was not sure she had made the right decision until she saw her gorgeous newly decorated living room. Ria used ________ qualities to evaluate the designer's services.
A) operational B) local C) search D) experience E) credence |
D) experience |
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Naomi is afraid to go to a dentist, but she has a severe toothache. Her sister has recommended she go to Dr. Tompkins because he guarantees pain-free dentistry. Assuming Naomi visits Dr. Tompkins, she can only evaluate his dental techniques through ________ qualities.
A) operational B) local C) search D) experience E) positioning |
D) experience |
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Search qualities would be most useful to a consumer buying which of the following?
A) an operation to declaw her cat B) Spanish tutoring C) the expertise of a marketing consultant D) the services of an advertising agency E) a new refrigerator |
E) a new refrigerator |
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Hillary wants to be an author. She has sent a manuscript she wrote to an agent who will critique the manuscript and tell Hillary if her work is marketable. Because Hillary does not know if her work is marketable, she has decided to accept whatever the agent, who is an expert in the field, says as true. In this respect, the agent's opinion has a(n) ________ quality.
A) search B) experience C) local D) operational E) credence |
E) credence |
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There is a lot of buzz about the Universal Studio's Mardi Gras special event and the Donna Summer concert. If larger-than-expected crowds come to the concert, the guests will need to put up with heavy traffic and long lines for concessions and restrooms. These guests would most likely judge their visit to Universal Studios based on ________ qualities.
A) credence B) experience C) assurance D) empathy E) locational |
B) experience |
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Barry was having stomach trouble and was sent to have an ultrasound performed on his abdomen. The technician performing the ultrasound told Barry he had gallstones. Because Barry could not recognize gallstones even as the technician pointed them out, Barry was left to evaluate the ultrasound on the basis of ________ qualities.
A) locational B) search C) experience D) credence E) operational |
D) credence |
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The bank management decided its customers would not mind if it only opened the drive-thru window on Saturdays and not require other bank employees to work on weekends. Customers who work during the week were disappointed that they could not apply for a loan on Saturday, as that was not a service available at the drive-thru window. Gap analysis would show this to be a gap between ________.
A) consumer expectations and management perception B) management perception and quality standards set by the firm C) established quality standards and service delivery D) needed services and expected services E) expected services and perceived services |
A) consumer expectations and management perception |
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In the fall of 2002, Sheraton Hotels & Resorts launched a program to improve service quality. All Sheraton employees were given a detailed written list of specific goals that must be accomplished in order to ensure customer satisfaction. Then all employees received training to show them exactly how the objectives were to be met. Sheraton was working to prevent a gap between ________.
A) customer expectations and management perceptions B) management perception and actual service C) established quality standards and service delivery D) service quality standards and consumer expectations E) expected service and needed service |
C) established quality standards and service delivery |
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Gina's Nail Salon is serious about pleasing its customers. Employees are trained to immediately and pleasantly respond to any customer complaints, and they are empowered to offer discounts and free add-ons to customers who believe they have received anything less than the best service. Gina's Nail Salon focuses on ________.
A) quick service recovery B) differentiating its product offerings C) tangibles D) assurance E) product improvement |
D) assurance |
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An advertisement for the Blue Ridge Parkway (a highway) that runs from the Shenandoah Valley to the Smokey Mountains describes the highway as a "trip back in time." This is an example of ________.
A) idea marketing B) place marketing C) social marketing D) services marketing E) the market fulfillment approach |
B) place marketing |
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In 2003, Home Depot's forty Arizona stores participated with the Arizona Department of Water Resources and the cities of Phoenix, Mesa, and Scottsdale in a $1.8 million "Water, Use It Wisely" campaign. This is an example of ________.
A) place marketing B) social networking C) people marketing D) idea marketing E) societal benefit marketing |
D) idea marketing |
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Political candidates often hire image consultants who tell them what clothes to wear, how to wear their hair, and how to act in front of a crowd of people. Political candidates who use image consultants to help them market themselves to the voters are using which of the following strategies?
A) brand extension B) market development C) diversification D) product improvement E) pure selling |
D) product improvement |
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In 2001, the United Methodist Church budgeted $4 million for ads to encourage former church members to return to church. This ad campaign is an example of ________.
A) product improvement B) market fulfillment C) place marketing D) people marketing E) idea marketing |
E) idea marketing |
