Question 1

Which of these statements regarding service branding is most accurate?

Accepted Answer

A)   New services cannot be patented.
B)   Because services are intangible and more difficult to describe, brand names and logos are of critical importance.
C)   Service providers must include the word service in all their brand names.
D)   Service firms without a brand reputation find it easy to introduce new services.
E)   All service logos and brands must be designated with the "SM" symbol.

Question 2

Although many people love the self-service technology that allows Redbox to provide DVDs 24 hours a day, seven days a week, many people also want personal interaction and recommendations from other people. Redbox confronted this issue by creating "Redblog," where customers could share their opinions, feelings, and experiences. This is an example of managing the

Accepted Answer

A)   inventory aspects of services.
B)   inseparability aspects of services.
C)   inconsistency aspects of services.
D)   intangibility aspects of services.
E)   impressionability aspects of services.

Question 3

A flowchart of the points of interaction between consumer and service provider is referred to as

Accepted Answer

A)   a service continuum.
B)   gap analysis.
C)   a customer contact audit.
D)   a customer contact continuum.
E)   a service audit.

Question 4

What aspect of the product/service element of the marketing mix warrants special attention by service marketers?

Accepted Answer

Branding-since services are intangible, ...

Question 5

Outward Bound uses marketing to help achieve its goals. As a service, it can be classified as

Accepted Answer

A)   a nonprofit organization.
B)   a for-profit organization.
C)   equipment-based.
D)   a business firm.
E)   a governmental agency.

Question 6

The range of offerings from the tangible to the intangible, or product-dominant to service-dominant, is referred to as the

Accepted Answer

A)   service continuum.
B)   product continuum.
C)   tangibility line.
D)   inseparability span.
E)   customer contact audit.

Question 7

In the seven Ps of services marketing, process is

Accepted Answer

A)   the patented steps of service encounters that distinguish one service provider from another.
B)   the licensed procedures that have met ISO 9000 guidelines for safety.
C)   the procedures, mechanisms, and flow of activities by which the service is created and delivered.
D)   a protocol for behaviors and activities for people-based rather than technology-based services.
E)   the decisions consumers' make during the purchase of services.

Question 8

Three categories for equipment-based services are

Accepted Answer

A)   unskilled labor, those operated by relatively unskilled operators, and self-serve.
B)   professionals, those operated by relatively unskilled operators, and automated.
C)   automated (self-serve) , those operated by relatively unskilled operators, and those operated by skilled operators.
D)   unskilled labor, skilled labor, and professionals.
E)   those operated by skilled operators, unskilled labor, and professionals.

Question 9

A customer contact audit refers to

Accepted Answer

A)   the initial contact between a service provider and the ultimate consumer.
B)   a flowchart of the points of interaction between a consumer and a service provider.
C)   a method of consumer evaluation of service quality and consistency.
D)   an estimation of demand based on service forecasting techniques.
E)   a systematic assessment of a service provider's objectives, strategies, and performance in terms of social responsibility.

Question 10

According to the service continuum, what are offerings such as theaters, nursing, and air travel?

Accepted Answer

A)   product-dominated offerings
B)   people-dominated offerings
C)   service-dominated offerings
D)   equipment-dominated offerings
E)   idea-dominated offerings

Question 11

Airlines use load factor as a ________ measure on their marketing dashboards.

Accepted Answer

A)   productivity
B)   price differentiation
C)   tangibility
D)   capacity management
E)   profitability

Question 12

Figure 12-4
-Consider Figure 12-4 above. Services can be classified by their method of delivery. Box B represents

Accepted Answer

A)   government-delivered services.
B)   people-delivered services.
C)   fee-delivered services.
D)   equipment-delivered services.
E)   nonprofit-delivered services.

Question 13

What is a customer contact audit? Outline the contact audit for a typical visit to your dentist.

Accepted Answer

A customer contact audit is a flowchart ...

Question 14

The dimension of service quality called ________ is knowledge and courtesy of employees and their ability to convey trust and confidence.

Accepted Answer

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

Question 15

While there are the four Ps of marketing, there are the ________ Ps of services marketing.

Accepted Answer

A)   three
B)   five
C)   six
D)   seven
E)   eight

Question 16

Experts suggest that the customer experience with a service should be all of these except which?

Accepted Answer

A)   consistent
B)   undifferentiated
C)   valuable
D)   intentional
E)   relevant

Question 17

When banks are closed, they can offer value to their customers through automatic teller machines (ATMs) . This self-service technology also comes with a downside since the ATMs are perceived as being less

Accepted Answer

A)   convenient.
B)   reliable.
C)   personal.
D)   safe.
E)   accurate.

Question 18

Many service businesses use off-peak pricing to manage variations in

Accepted Answer

A)   costs of delivering service.
B)   supply for a service.
C)   profitability based on time of day or week.
D)   demand for a service.
E)   capacity.

Question 19

A publicity tool frequently used by nonprofit services, which uses free space or time donated by the media, is referred to as

Accepted Answer

A)   a promotion.
B)   an advertisement.
C)   a press release.
D)   a cooperative advertisement.
E)   a public service announcement.

Question 20

The process of managing the entire customer experience with the company is referred to as

Accepted Answer

A)   services marketing.
B)   internal marketing.
C)   customer experience management.
D)   relationship marketing.
E)   gap analysis.

Exam 12: Services Marketing

Which of these statements regarding service branding is most accurate?

Correct Answer
verified

A publicity tool frequently used by nonprofit services, which uses free space or time donated by the media, is referred to as

Correct Answer
verified

Three categories for equipment-based services are

Correct Answer
verified

When banks are closed, they can offer value to their customers through automatic teller machines (ATMs) . This self-service technology also comes with a downside since the ATMs are perceived as being less

Correct Answer
verified

Figure 12-4 -Consider Figure 12-4 above. Services can be classified by their method of delivery. Box B represents

Correct Answer
verified

What is a customer contact audit? Outline the contact audit for a typical visit to your dentist.

Correct Answer
verified
A customer contact audit is a flowchart ...
View Answer

The dimension of service quality called ________ is knowledge and courtesy of employees and their ability to convey trust and confidence.

Correct Answer
verified

Outward Bound uses marketing to help achieve its goals. As a service, it can be classified as

Correct Answer
verified

Airlines use load factor as a ________ measure on their marketing dashboards.

Correct Answer
verified

According to the service continuum, what are offerings such as theaters, nursing, and air travel?

Correct Answer
verified

Experts suggest that the customer experience with a service should be all of these except which?

Correct Answer
verified

Many service businesses use off-peak pricing to manage variations in

Correct Answer
verified

A flowchart of the points of interaction between consumer and service provider is referred to as

Correct Answer
verified

What aspect of the product/service element of the marketing mix warrants special attention by service marketers?

Correct Answer
verified
Branding-since services are intangible, ...
View Answer

A customer contact audit refers to

Correct Answer
verified

Correct Answer
verified

In the seven Ps of services marketing, process is

Correct Answer
verified

The range of offerings from the tangible to the intangible, or product-dominant to service-dominant, is referred to as the

Correct Answer
verified

While there are the four Ps of marketing, there are the ________ Ps of services marketing.

Correct Answer
verified

The process of managing the entire customer experience with the company is referred to as

Correct Answer
verified

Exam 12: Services Marketing

Which of these statements regarding service branding is most accurate?

Correct AnswerverifiedShow Answer

A publicity tool frequently used by nonprofit services, which uses free space or time donated by the media, is referred to as

Correct AnswerverifiedShow Answer

Three categories for equipment-based services are

Correct AnswerverifiedShow Answer

When banks are closed, they can offer value to their customers through automatic teller machines (ATMs) . This self-service technology also comes with a downside since the ATMs are perceived as being less

Correct AnswerverifiedShow Answer

Figure 12-4 -Consider Figure 12-4 above. Services can be classified by their method of delivery. Box B represents

Correct AnswerverifiedShow Answer

What is a customer contact audit? Outline the contact audit for a typical visit to your dentist.

Correct AnswerverifiedA customer contact audit is a flowchart ...View AnswerShow Answer

The dimension of service quality called ________ is knowledge and courtesy of employees and their ability to convey trust and confidence.

Correct AnswerverifiedShow Answer

Outward Bound uses marketing to help achieve its goals. As a service, it can be classified as

Correct AnswerverifiedShow Answer

Airlines use load factor as a ________ measure on their marketing dashboards.

Correct AnswerverifiedShow Answer

According to the service continuum, what are offerings such as theaters, nursing, and air travel?

Correct AnswerverifiedShow Answer

Experts suggest that the customer experience with a service should be all of these except which?

Correct AnswerverifiedShow Answer

Many service businesses use off-peak pricing to manage variations in

Correct AnswerverifiedShow Answer

A flowchart of the points of interaction between consumer and service provider is referred to as

Correct AnswerverifiedShow Answer

What aspect of the product/service element of the marketing mix warrants special attention by service marketers?

Correct AnswerverifiedBranding-since services are intangible, ...View AnswerShow Answer

A customer contact audit refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In the seven Ps of services marketing, process is

Correct AnswerverifiedShow Answer

The range of offerings from the tangible to the intangible, or product-dominant to service-dominant, is referred to as the

Correct AnswerverifiedShow Answer

While there are the four Ps of marketing, there are the ________ Ps of services marketing.

Correct AnswerverifiedShow Answer

The process of managing the entire customer experience with the company is referred to as

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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A customer contact audit is a flowchart ...
View Answer

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Correct Answer
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Correct Answer
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Branding-since services are intangible, ...
View Answer

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Correct Answer
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Correct Answer
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Correct Answer
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