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| 1 | |
The continuum of businesses from pure service and pure product at either end demonstrates: |
| | A) | few businesses are purely products. |
| | B) | few businesses are purely services. |
| | C) | most business use some elements of service to help build sustainable competitive advantages. |
| | D) | most service dominant businesses still offer some sort of products or demonstrate elements of product marketing. |
| | E) | All of the above. |
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| 2 | |
The marketing of services differs from product marketing because services are: |
| | A) | intangible, inseparable, variable and perishable. |
| | B) | inseparable, variable, transitory and intangible. |
| | C) | intangible, inseparable, variable and resistant to the idea and practice of marketing. |
| | D) | intangible, inseparable, variable and professional. |
| | E) | intangible, inseparable, domestic and perishable. |
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| 3 | |
Many hotels use satisfaction guarantees to overcome the problem of ___________ of services. |
| | A) | intangibility |
| | B) | inseparability |
| | C) | perishability |
| | D) | variability |
| | E) | zone of tolerance allowances |
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| 4 | |
Because services like airline flights and hotel beds are perishable, many marketers attempt to match demand with supply using: |
| | A) | television advertising. |
| | B) | Internet advertising. |
| | C) | billboard advertising. |
| | D) | pricing strategies. |
| | E) | economic modeling. |
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| 5 | |
Services can be difficult to evaluate, but marketers can use all of the following EXCEPT ________________ to measure customers' expectations and service quality: |
| | A) | marketing research |
| | B) | complaint tracking systems |
| | C) | voice of the customer programs |
| | D) | zone of tolerance analyses |
| | E) | federal customer service templates |
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| 6 | |
Which of the following is NOT one of the five dimensions used by consumers to determine overall service quality. |
| | A) | assurance. |
| | B) | reliability. |
| | C) | empathy. |
| | D) | responsiveness. |
| | E) | repeatability |
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| 7 | |
Zone of tolerance identifies __________ along the five dimension of service quality. |
| | A) | the difference between what the customer really wants and what he or she is willing to accept. |
| | B) | the range of performance between the highest acceptable and lowest acceptable levels of service employee performance |
| | C) | the difference between what the company promotes and what it actually delivers |
| | D) | the range of data points plus or minus one standard deviation from the mean |
| | E) | the most critical elements on perceptual positioning maps |
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| 8 | |
Firms can attempt to close a standards gap by: |
| | A) | explaining to the dissatisfied customers where he or she is confused |
| | B) | educating consumers as to what is acceptable performance |
| | C) | setting appropriate service standards and measuring service performance. |
| | D) | using Internet-based production scheduling to increase service quality. |
| | E) | developing and promoting socially responsible service policies. |
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| 9 | |
Empowerment: |
| | A) | means allowing frontline employees to make decisions about how service is delivered to employees. |
| | B) | can be more effective with clear guidelines, expectation and training. |
| | C) | means that employees know when they need to call on managers or others to help resolve a problem. |
| | D) | is especially important when service is individualized. |
| | E) | All of the above |
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| 10 | |
Technology offers marketers new tools like using RFIDs and RSAs to help improve service delivery and to meet customer expectations, but technology also has its limits. Among these limits, marketers must consider that: |
| | A) | not all customers understand how to use technology. |
| | B) | many customers prefer human interfaces, even if it is not as exact or unfailing. |
| | C) | sometimes use of technology introduces problems that were not there before. |
| | D) | technology does not always perform the way it is supposed to. |
| | E) | All of the above. |
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| 11 | |
In order to be effective, service recovery must: |
| | A) | be seen as prompt. |
| | B) | be seen as fair. |
| | C) | include listening to the concerns of the customer before jumping to predetermined solutions. |
| | D) | be easy, if not painless, for the dissatisfied customer. |
| | E) | All of the above |
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| 12 | |
If service recovery is handled well, once-dissatisfied customers _________________. |
| | A) | may increase purchase intentions. |
| | B) | consistently rank the firm higher than they did before the service failure incident and recovery. |
| | C) | will try again and again to abuse the system. |
| | D) | will often seek employment opportunities with the company that met their needs and expectations. |
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