Question 1

Relationship marketing provides several benefits for service customers, including: (1)  the continuity of a single provider, (2)  customized service delivery, (3)  reduced stress due to a repetitive purchase process, and (4)  __________.

Accepted Answer

A)  no need for comparison shopping
B)  implied warranties
C)  discounted switching costs
D)  an absence of switching costs
E)  strict government quality performance guidelinesF) B) and E)
G) C) and D)

Question 2

Which service listed below has the highest inventory carrying cost?

Accepted Answer

A)  railroad
B)  hotel
C)  auto repair garage
D)  amusement park
E)  insurance companyF) B) and D)
G) None of the above

Question 3

Sandy needs to have her car repaired. She is a member of the American Automobile Association (AAA)  and knows that the group evaluates car repair shops. Furthermore, the shop she is considering displays the AAA seal of approval. It also is clean and organized. She believes this is a good way to predict the quality of the service she will receive. Sandy bases her opinion of car repair shops on the basis of which service quality dimension?

Accepted Answer

A)  assurance
B)  tangibility
C)  reliability
D)  responsiveness
E)  empathyF) A) and B)
G) C) and E)

Question 4

According to the service continuum, which of the following offerings has the highest level of intangibility?

Accepted Answer

A)  tailored suit
B)  advertising agency
C)  tutoring service
D)  fast-food restaurant
E)  saltF) A) and E)
G) All of the above

Question 5

Which of the following statements about relationship marketing is most accurate?

Accepted Answer

A)  The number of encounters in a service experience should always be the same.
B)  The service encounter represents an opportunity to develop social bonds with customers.
C)  An after-holiday sale is a good incentive to create a loyal customer relationship.
D)  The purpose of relationship marketing is to benefit the customer, not the organization.
E)  A major customer benefit of relationship marketing is a reduction in the price that is paid for the services an organization renders.F) A) and E)
G) A) and D)

Question 6

What does it mean when we say services are intangible. How do marketers of services overcome the problems associated with intangibility?

Accepted Answer

The intangibility of services means that...

Question 7

Many retailers hire additional sales help during the holiday season. This is an example of how service companies deal with

Accepted Answer

A)  shrinkage.
B)  seasonal absenteeism.
C)  economic recessions.
D)  derived demand.
E)  inventory carrying costs.F) A) and E)
G) B) and D)

Question 8

Which of the following statements regarding service branding is most accurate?

Accepted Answer

A)  Unlike products, services do not use subbranding.
B)  Services must include the word service in their brand names to assure that customers are not purchasing a product.
C)  Service firms with a well-established brand reputation will find it easier to introduce new services than those without a brand reputation.
D)  Many consumers are suspicious of service providers that offer too many service line extensions.
E)  Many service organizations, such as banks, hotels, and restaurants, do not rely heavily on branding because of the extent to which they are people-, not equipment-based services.F) A) and E)
G) A) and B)

Question 9

Recent surveys of consumers have indicated that while customers of many services are interested in being "relationship customers," they require that the relationship be balanced in terms of

Accepted Answer

A)  honesty, a lack of prejudice, and empathy.
B)  loyalty, benefits, value, kinds of connections, and respect for privacy.
C)  loyalty, honesty, and integrity.
D)  financial benefits, product benefits, and preferential treatment.
E)  financial benefits, product benefits, and personal benefits.F) B) and D)
G) A) and B)

Question 10

The LA Galaxy's primary target market or "core fans" is

Accepted Answer

A)  18- to 34-year-old women.
B)  Hispanics.
C)  all sports fans.
D)  18- to 34-year-old men.
E)  Generation Z.F) B) and D)
G) D) and E)

Question 11

When Mandy last got her drive-through order at the fast-food restaurant, she thought the employee who helped her was cold and unfriendly. The food tasted good but was overshadowed by the employee's demeanor. Since then, Mandy often says something derogatory to her friends about the restaurant based on this single experience. This is an example of which issue associated with services?

Accepted Answer

A)  inseparability
B)  intangibility
C)  impressionability
D)  incongruity
E)  inflexibilityF) D) and E)
G) A) and E)

Question 12

Equipment-based services do not have the marketing concern of inconsistency because __________ have been removed from the delivery of the service.

Accepted Answer

A)  risk and product liability
B)  people
C)  learning requirements
D)  automations
E)  accessoriesF) A) and D)
G) None of the above

Question 13

Which of the following statements about services is most accurate?

Accepted Answer

A)  Although a major contributor to the GDP nationally, services play only a minor role in GDP on a global scale.
B)  Whether tangible or intangible, the marketing of services is exactly the same as the marketing of products or ideas since they both satisfy customer needs.
C)  Almost 65 percent of all jobs created in the United States are in the services sector.
D)  In the United States, more than 46 percent of the GDP comes from services.
E)  There is much more in common with the marketing of services and business products than there is between the marketing of services and consumer products.F) B) and E)
G) A) and B)

Question 14

Why is inventory of services different from that of products?

Accepted Answer

A)  Time is less important to customers of services than customers of products.
B)  Only service inventory can be reduced through more efficient movement of products.
C)  There are larger costs associated with the handling of service inventory.
D)  Unlike goods providers, the service provider is often unavailable when there is a demand for the service.
E)  Service inventory costs are related to idle production capacity rather than storage or handling.F) B) and E)
G) A) and B)

Question 15

Intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value are referred to as

Accepted Answer

A)  services.
B)  goods.
C)  products.
D)  marketing mix.
E)  ideas.F) A) and C)
G) D) and E)

Question 16

Developing, pricing, promoting, and delivering services is challenging because the quality of the service is often inconsistent. Organizations attempt to reduce this inconsistency by

Accepted Answer

A)  paying higher incentives to employees to encourage satisfactory performance.
B)  reducing incentives available to employees because of poor performance.
C)  reducing the customer contact points in the service delivery process.
D)  providing standardization and training.
E)  exercising better hiring practices.F) C) and D)
G) C) and E)

Question 17

Although many people love the self-service technology that allows Redbox to provide DVDs 24 hours a day, seven days a week, many people also want personal interaction and recommendations from other people. Redbox confronted this issue by creating "Redblog," where customers could share their opinions, feelings, and experiences. This is an example of confronting the

Accepted Answer

A)  inventory aspects of services.
B)  inseparability aspects of services.
C)  inconsistency aspects of services.
D)  intangibility aspects of services.
E)  impressionability aspects of services.F) None of the above
G) A) and D)

Question 18

According to the service continuum, which of these offerings has an almost perfect balance of tangible and intangible attributes?

Accepted Answer

A)  tailored suit
B)  tutoring service
C)  dog food
D)  fast-food restaurant
E)  movie theaterF) B) and E)
G) B) and D)

Question 19

Service providers use tools such as __________, which consists of charging different prices for different times of the day or during different days of the week to reflect the variations in demand for their services.

Accepted Answer

A)  scale pricing
B)  capacity pricing
C)  down-time pricing
D)  off-peak pricing
E)  fraction pricingF) B) and D)
G) A) and D)

Question 20

Services depend on the people who provide them. As a result, their quality varies with each person's capabilities and day-to-day job performance. This element of services is referred to as

Accepted Answer

A)  incongruity.
B)  differentiation.
C)  variation.
D)  inconsistency.
E)  intangibility.F) A) and E)
G) D) and E)

Exam 12: Services Marketing

Developing, pricing, promoting, and delivering services is challenging because the quality of the service is often inconsistent. Organizations attempt to reduce this inconsistency by

Correct Answer
verified

Recent surveys of consumers have indicated that while customers of many services are interested in being "relationship customers," they require that the relationship be balanced in terms of

Correct Answer
verified

Equipment-based services do not have the marketing concern of inconsistency because __________ have been removed from the delivery of the service.

Correct Answer
verified

According to the service continuum, which of the following offerings has the highest level of intangibility?

Correct Answer
verified

Services depend on the people who provide them. As a result, their quality varies with each person's capabilities and day-to-day job performance. This element of services is referred to as

Correct Answer
verified

The LA Galaxy's primary target market or "core fans" is

Correct Answer
verified

Which of the following statements regarding service branding is most accurate?

Correct Answer
verified

What does it mean when we say services are intangible. How do marketers of services overcome the problems associated with intangibility?

Correct Answer
verified
The intangibility of services means that...
View Answer

Service providers use tools such as __________, which consists of charging different prices for different times of the day or during different days of the week to reflect the variations in demand for their services.

Correct Answer
verified

Correct Answer
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According to the service continuum, which of these offerings has an almost perfect balance of tangible and intangible attributes?

Correct Answer
verified

Correct Answer
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Which of the following statements about services is most accurate?

Correct Answer
verified

Why is inventory of services different from that of products?

Correct Answer
verified

Many retailers hire additional sales help during the holiday season. This is an example of how service companies deal with

Correct Answer
verified

Relationship marketing provides several benefits for service customers, including: (1) the continuity of a single provider, (2) customized service delivery, (3) reduced stress due to a repetitive purchase process, and (4) __________.

Correct Answer
verified

Intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value are referred to as

Correct Answer
verified

Correct Answer
verified

Which of the following statements about relationship marketing is most accurate?

Correct Answer
verified

Which service listed below has the highest inventory carrying cost?

Correct Answer
verified

Exam 12: Services Marketing

Developing, pricing, promoting, and delivering services is challenging because the quality of the service is often inconsistent. Organizations attempt to reduce this inconsistency by

Correct AnswerverifiedShow Answer

Recent surveys of consumers have indicated that while customers of many services are interested in being "relationship customers," they require that the relationship be balanced in terms of

Correct AnswerverifiedShow Answer

Equipment-based services do not have the marketing concern of inconsistency because __________ have been removed from the delivery of the service.

Correct AnswerverifiedShow Answer

According to the service continuum, which of the following offerings has the highest level of intangibility?

Correct AnswerverifiedShow Answer

Services depend on the people who provide them. As a result, their quality varies with each person's capabilities and day-to-day job performance. This element of services is referred to as

Correct AnswerverifiedShow Answer

The LA Galaxy's primary target market or "core fans" is

Correct AnswerverifiedShow Answer

Which of the following statements regarding service branding is most accurate?

Correct AnswerverifiedShow Answer

What does it mean when we say services are intangible. How do marketers of services overcome the problems associated with intangibility?

Correct AnswerverifiedThe intangibility of services means that...View AnswerShow Answer

Service providers use tools such as __________, which consists of charging different prices for different times of the day or during different days of the week to reflect the variations in demand for their services.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

According to the service continuum, which of these offerings has an almost perfect balance of tangible and intangible attributes?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements about services is most accurate?

Correct AnswerverifiedShow Answer

Why is inventory of services different from that of products?

Correct AnswerverifiedShow Answer

Many retailers hire additional sales help during the holiday season. This is an example of how service companies deal with

Correct AnswerverifiedShow Answer

Relationship marketing provides several benefits for service customers, including: (1) the continuity of a single provider, (2) customized service delivery, (3) reduced stress due to a repetitive purchase process, and (4) __________.

Correct AnswerverifiedShow Answer

Intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value are referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements about relationship marketing is most accurate?

Correct AnswerverifiedShow Answer

Which service listed below has the highest inventory carrying cost?

Correct AnswerverifiedShow Answer

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The intangibility of services means that...
View Answer

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