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Exam 1: Introduction to Services

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Question 21

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For their wedding anniversary,Beth and Rick wanted to go skydiving.They enrolled in a skydiving class at the local airport at a cost of $260.After a 30-minute training course in which everything that was going to happen to them was carefully explained,Beth and Rick were sent up in an airplane with two skydiving experts.Each was placed in a harness arrangement with one of the experts and did what is called a tandem dive.With a tandem dive,Beth and Rick get to enjoy the experience without having to worry about when to open the parachute.The skydiving expert does that for them.This tandem jump illustrates the _____ characteristic of services.

A) Versatility
B) Heterogeneity
C) Simultaneous production and consumption
D) Perishability
E) Intangibility

F) A) and D)
G) None of the above

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Question 22

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The seven elements of the marketing mix for services are product,promotion,place,price,process,progress,and people.

A) True
B) False

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Question 23

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According to the concept of derived services,the value derived from physical goods is really the service provided by the good,not the good itself.

Which of the following statements has been suggested as a plausible explanation for the customer perception that service quality is declining?

_____ refers to the fact that services cannot be saved,stored,resold,or returned.

An attorney who charges a client for a missed appointment is taking into account the _____ characteristic of services.

Pricing is easier when marketing services than when marketing goods.

_____ is a key determinant of whether an offering should be classified as a product or a service.

The first time Barry brought his car to Auto Lube to have the oil changed he was very satisfied with the service.The service manager consulted him several times while his car was being serviced,asked him if there were any problems with the car,recommended when additional services should be performed and answered questions directly and politely.However,when Barry went back to Auto Lube after three months to have his oil changed again,he was not satisfied with the service.The manager spoke to him only when he arrived and when he paid his bill.In addition,the manager was impatient and unfriendly during the interaction.Barry's experience at Auto Lube illustrates the _____ of services.

Due to the _____ characteristic of services,customers will frequently interact with each other during the service production process and may affect each other's experiences.

Which of the following is NOT an example of a service business?

Bob Wilson owns and operates Flashdance Skating Rink.Last Monday afternoon,he had rented the rink out for a birthday party that was cancelled at the last minute due to a flu epidemic that had sickened three-fourths of the children who were invited.While Wilson kept the deposit,he did not get the skate rental fees or the snack food money he had anticipated from the rental.Wilson lost money as a result of the _____ characteristic of services.

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:

Historically,the Japanese have had poor dental care.As part of their beauty regimen,the Japanese do have a habit of lightening and whitening their skin.Teethart has developed "tooth manicure" salons,which allow Japanese to match their teeth coloration to their skin.A personalized whitening mouthpiece is developed for each patient.The mouthpiece is placed around the teeth and a cleaning solution is added.The patient listens to soothing music and sits in a comfortable chair while his or her teeth are whitened.Monthly treatments in this spa-like environment reflect the _____ element of Teethart's service mix.

In addition to the elements of the traditional marketing mix,the expanded mix for services includes:

Because a product is tangible,it cannot be inventoried.

Which of the following products is LEAST high in experience qualities?

Which of the following statements describes how consumers and employees are responding to technology-based services?

Because the production and consumption of services is simultaneous,the mass production of services is difficult.

The first time Alexis went to take golf lessons,she had a golf pro who was very patient with her and who was able to pinpoint what she was doing wrong without making her feel uncoordinated.Her second golf lesson was not nearly as helpful.The golf pro who gave the lesson wanted Alexis to watch what he was doing and imitate his swing.He was unable to verbalize his instructions.Alexis's experience with the two golf instructors illustrates the _____ of service.