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Exam 10: Services and Other Intangibles: Marketing the Product That Isnt There

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Question 31

Multiple Choice

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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

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Question 32

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The importance of people-based services has been declining in the American economy.

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Question 33

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According to the goods/services continuum,which of the following is the best example of a pure good?

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?

Capacity management is one of the ways to meet potential problems related to the ________ characteristic of services.

A consumer would most likely use search qualities to evaluate services such as dancing lessons,cooking classes,and a consultation visit with a physician.

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.

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.

Explain how customers are an important element of the service encounter.

Which of the following is a product attribute that may be difficult to evaluate even after it has been experienced?

Which of the following is NOT a way that marketers classify services?

Services are characterized by four key characteristics.Name and describe these four characteristics.

JetBlue is a low-fare airline.JetBlue gives customers a friendly cabin crew,roomy overhead bins,live satellite TV at every leather seat,and even pay-per-view movies.How is JetBlue striving to provide quality service? Explain your answer.

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.

Give an example of a core service and an augmented service for a dance studio.

Service ________ means that a firm cannot store its services.

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 ________.

Political consultants market politicians when they "package" candidates who then compete for "market share" as measured by ________.

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.

Explain the marketing strategy known as the pure selling approach,giving one example of its implementation.