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Multiple Choice Quiz
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1
The most basic, and universally cited, difference between goods and services is:
A)heterogeneity
B)perishability
C)intangibility
D)comparability
E)divisibility
2
Which of the following is a marketing implication that results from the heterogeneity of services?
A)Services cannot be returned or resold.
B)Services cannot be patented.
C)Services cannot be inventoried.
D)Mass production of services is difficult.
E)All of the above are marketing implications resulting from the heterogeneity of services.
3
_____ refers to the fact that services cannot be saved, stored, resold, or returned.
A)Intangibility
B)Heterogeneity
C)Simultaneous production and consumption
D)Perishability
E)Incompatibility
4
Which of the following is a marketing implication that results from the perishability of services?
A)Service quality depends on many uncontrollable factors.
B)Employees affect the service outcome.
C)Synchronizing supply and demand is difficult.
D)Customers participate and affect the service outcome.
E)Service delivery and customer satisfaction depend on employee actions.
5
Which of the following is NOT an element of the traditional marketing mix?
A)production
B)place
C)product
D)price
E)promotion
6
Two roommates both registered for an introduction to business class. At midterm, one roommate found his instructor so boring that he was thinking of changing his major to history. The other roommate had a charismatic teacher and looked forward to going to class. This heterogeneity of instruction demonstrates:
A)how difficult it is to synchronize supply and demand with service
B)that customer service depends on employee actions
C)how customers affect each other
D)the fact services cannot be readily communicated or displayed
E)why services cannot be inventoried
7
Which of the following statements has been suggested as a plausible explanation for the customer perception that service quality is declining?
A)Increasing use of technology is perceived by many customers as less service because there is no human interaction.
B)Companies provide unclear tactics for customers to follow when dealing with service providers.
C)Delivering consistent, high-quality service becomes routine.
D)Customers have no concept of what conditions produce to quality service.
E)Too many talented employees are left mired in front-end jobs that do not challenge them.
8
Which of the following statements about services is true?
A)A service economy produces services at the expense of other sectors.
B)Service jobs are low paying and menial.
C)Service production is labor intensive and low in productivity.
D)Service is a necessary evil for manufacturing firms.
E)The skills needed for managing services differ from those used for managing manufacturing businesses.





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