Question 1

Which of the following explains why there may be a gap between the service level targets set by the organization and the actual level of service that is delivered by front-line staff?

Accepted Answer

A)  Lack of financial resources
B)  Failure to select, train and reward staff properly
C)  Lack of marketing research
D)  All of the above

Question 2

A good experiential marketing effort makes customers feel like the product or service is theirs and these motivated consumers then become product _______ who influence family and friends to try the product.

Accepted Answer

A)  palsies
B)  laggards
C)  advocates
D)  all of the above

Question 3

It is more difficult to evaluate a product than a service.

Accepted Answer

A) True 
 B)False

Question 4

Providing a service that customers can trust, refers to which service quality dimension?

Accepted Answer

A)  Assurance
B)  Tangibles
C)  Courtesy
D)  None of the above

Question 5

A doctor who reduces consultation time per patient is _______.

Accepted Answer

A)  improving his/her service efficiency
B)  reducing price sensitivity to customers
C)  improving the effectiveness of service delivery
D)  none of the above

Question 6

Which of the following statements is true?

Accepted Answer

A)  Services are mainly tangible
B)  Services are mainly intangible
C)  Services usually have an equal amount of tangible and intangible elements
D)  None of the above are true

Question 7

Which of the following examples suggest the use of relationship marketing activities?

Accepted Answer

A)  Funeral service
B)  Taxi service
C)  Insurance service
D)  None of the above

Question 8

The two broad groups that non-profit organizations serve are clients and ________.

Accepted Answer

A)  audiences
B)  customers
C)  donors
D)  beneficiaries

Question 9

Which of the following is a characteristic of perishability?

Accepted Answer

A)  Consumption cannot be stored for future use
B)  There is a need to match supply and demand
C)  A service cannot be stored and sold later
D)  All of the above are characteristics of perishability D

Question 10

The first step in a service recovery process is to:

Accepted Answer

A)  Encourage learning so that service recovery problems are identified and corrected
B)  Train and empower staff to respond to customer complaints
C)  Set up a tracking system to identify system failures
D)  None of the above

Question 11

Why do service companies often follow a multi-site strategy?

Accepted Answer

A)  Heterogeneity
B)  Variability
C)  Simultaneous production and consumption
D)  None of the above

Question 12

Service quality is a measure of:

Accepted Answer

A)  How service perceptions match with customer expectations
B)  How management performance matches with employee expectations
C)  How company performance matches with shareholder expectations
D)  None of the above

Question 13

A service recovery strategy is designed to:

Accepted Answer

A)  Create a problem
B)  Improve the service delivery system
C)  Attract customers
D)  None of the above B

Question 14

The term 'moment of truth' is used to describe which of the following?

Accepted Answer

A)  The interaction between two customers
B)  The interaction between two staff members
C)  The interaction between a staff member and a customer
D)  None of the above

Question 15

The ladder of loyalty is based on the idea that the focus should be on moving people from being prospects to customers, to clients, to supporters, advocates and finally _______.

Accepted Answer

A)  associates
B)  partners
C)  laggards
D)  innovators

Question 16

There is a link between customer loyalty and profitability, due to the propensity of loyal customers to spend more with the organization and the reduced _______ of serving such customers.

Accepted Answer

A)  cost
B)  value
C)  profit
D)  result

Question 17

When there is a gap between senior management perceptions and the service level criteria that they set for the organization, this gap may be closed by ensuring that _______ service goals are an important part of the organizations's targets.

Accepted Answer

A)  competitor
B)  staff
C)  company
D)  customer D

Question 18

The distribution channels through which a service is delivered is known as:

Accepted Answer

A)  Product
B)  Price
C)  Promotion
D)  None of the above

Question 19

Measuring success in non-profit organizations is easier than in the for-profit sector.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is a characteristic of a successful brand name?

Accepted Answer

A)  Flexibility
B)  Distinctiveness
C)  Memorability
D)  All are characteristics of an successful brand name

Exam 7: Value Through Services, Relationships and Experiences

Which of the following explains why there may be a gap between the service level targets set by the organization and the actual level of service that is delivered by front-line staff?

Correct AnswerverifiedShow Answer

A good experiential marketing effort makes customers feel like the product or service is theirs and these motivated consumers then become product _______ who influence family and friends to try the product.

Correct AnswerverifiedShow Answer

It is more difficult to evaluate a product than a service.

Correct AnswerverifiedShow Answer

Providing a service that customers can trust, refers to which service quality dimension?

Correct AnswerverifiedShow Answer

A doctor who reduces consultation time per patient is _______.

Correct AnswerverifiedShow Answer

Which of the following statements is true?

Correct AnswerverifiedShow Answer

Which of the following examples suggest the use of relationship marketing activities?

Correct AnswerverifiedShow Answer

The two broad groups that non-profit organizations serve are clients and ________.

Correct AnswerverifiedShow Answer

Which of the following is a characteristic of perishability?

Correct AnswerverifiedD

The first step in a service recovery process is to:

Correct AnswerverifiedShow Answer

Why do service companies often follow a multi-site strategy?

Correct AnswerverifiedShow Answer

Service quality is a measure of:

Correct AnswerverifiedShow Answer

A service recovery strategy is designed to:

Correct AnswerverifiedB

The term 'moment of truth' is used to describe which of the following?

Correct AnswerverifiedShow Answer

The ladder of loyalty is based on the idea that the focus should be on moving people from being prospects to customers, to clients, to supporters, advocates and finally _______.

Correct AnswerverifiedShow Answer

There is a link between customer loyalty and profitability, due to the propensity of loyal customers to spend more with the organization and the reduced _______ of serving such customers.

Correct AnswerverifiedShow Answer

When there is a gap between senior management perceptions and the service level criteria that they set for the organization, this gap may be closed by ensuring that _______ service goals are an important part of the organizations's targets.

Correct AnswerverifiedD

The distribution channels through which a service is delivered is known as:

Correct AnswerverifiedShow Answer

Measuring success in non-profit organizations is easier than in the for-profit sector.

Correct AnswerverifiedShow Answer

Which of the following is a characteristic of a successful brand name?

Correct AnswerverifiedShow Answer

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D

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B

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D

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