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| 1 | |
The sources of customer expectations are market-controlled factors such as: |
| | A) | the individual's innate needs |
| | B) | the individual's previous experiences |
| | C) | word-of-mouth communication |
| | D) | sales promises |
| | E) | what the competition is offering |
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| 2 | |
Customer _____ are the standards for performance against which service experiences are compared. |
| | A) | perceptions |
| | B) | expectations |
| | C) | attitudes |
| | D) | judgments |
| | E) | wants |
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| 3 | |
Customer _____ are the standards for performance against which service experiences are compared. |
| | A) | perceptions |
| | B) | expectations |
| | C) | attitudes |
| | D) | judgments |
| | E) | wants |
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| 4 | |
Sam Goody, a tape, compact disc, and video store, has a frequent buyer program called Replay that rewards members a $15 gift certificate for every $150 in purchases made at Sam Goody. In addition, Replay members receive a coupon each month for a 20-25 percent discount on the purchase of an unlimited number of CDs and/or cassettes from a specific music category. By having a frequent buyer program, Sam Goody is using _____ marketing. |
| | A) | transactional |
| | B) | developmental |
| | C) | proactive |
| | D) | relationship |
| | E) | acquisition |
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| 5 | |
The marketing that goes on between an insurance agent and a current customer that is buying car insurance for a new teenage driver is an example of _____ marketing. |
| | A) | formal |
| | B) | external |
| | C) | interactive |
| | D) | controlled |
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| 6 | |
Service companies can close provider gap 4 by: |
| | A) | improving communications between sales and operations departments |
| | B) | using a systematic new-service development process |
| | C) | eliminating employee role ambiguity and role conflict |
| | D) | creating customer-defined standards |
| | E) | making sure customers understand their roles and responsibilities |
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| 7 | |
The New York Palace, an upscale hotel in New York City, synchronizes demand and hotel capacity by offering an attractively priced weekend package during the fall when demand for its rooms slows down. In addition to having a luxury-filled weekend at the New York Palace for $199 per night, guests enjoy very select privileges from Saks Fifth Avenue. Its weekend package provides a personal shopping coordinator, complimentary gift wrap and package delivery to the hotel, individual beauty consultation, and a 10 percent Saks discount. The New York Palace's weekend package closes provider ____ of the gaps model of service quality. |
| | A) | gap 1 |
| | B) | gap 2 |
| | C) | gap 3 |
| | D) | gap 4 |
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| 8 | |
Home Design is a reasonably priced source for home decorating items like bronze bookends and silver candlesticks. Until its recent remodeling, customers who happened into the store were often disappointed because they expected the store to be a discount store. The front of the store had some masonry damage. Its parking lot needed repaving. Its store windows were stained, and one was cracked. Now customers who enter the store expect to find unique decorating items because the outside of the store is so tastefully done. This change in servicescape was a way to narrow provider _____ of the gaps model of service quality. |
| | A) | gap 1 |
| | B) | gap 2 |
| | C) | gap 3 |
| | D) | gap 4 |
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