Question 1

Which of these 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) C) and E)
G) C) and D)

Question 2

Services incorporate the four I's of product marketing. How would each of these four elements apply to a stock brokerage service?

Accepted Answer

The four unique elements of services are...

Question 3

Many commuters in New York install radio frequency identification (RFID)  devices on their cars that can be read automatically as they approach a toll booth. This saves time, improves traffic flow, and means drivers don't need to keep exact change in their cars. It also offers New York authorities the opportunity to manage traffic flow by charging different toll amounts for different times of day, such as charging a higher toll for morning and afternoon rush hour periods. This pricing strategy is

Accepted Answer

A)   price gouging.
B)   off-peak pricing.
C)   flow management pricing.
D)   price differentiation.
E)   idle production pricing.F) None of the above
G) A) and E)

Question 4

A person can establish expectations for a service he or she has not yet experienced through word-of-mouth communications, personal needs, past experiences, and promotional activities. Actual experiences, though, are determined by

Accepted Answer

A)   the way the organization delivers its service.
B)   the positive reinforcement from friends, family, and peers, after the service was provided.
C)   repeat encounters with the same service provider.
D)   psychological feelings of well-being.
E)   a formal post-purchase evaluation or questionnaire.F) A) and D)
G) A) and C)

Question 5

Khai graduated from law school and took his mom to dinner after the ceremony. At the restaurant, the server filled their water glasses, checked on their table, and took care of their requests. Khai noted that the last time he was at this restaurant, the experience was much worse. This scenario illustrates the ________ of services.

Accepted Answer

A)   impressionability
B)   intangibility
C)   inseparability
D)   uniqueness of the service
E)   inconsistencyF) A) and D)
G) All of the above

Question 6

Services can be classified according to whether they are

Accepted Answer

A)   national or global.
B)   used by independent contractors.
C)   privately owned or publicly owned.
D)   delivered by people or equipment.
E)   owned by individuals or corporations.F) A) and D)
G) A) and E)

Question 7

Service organizations must manage the availability of the offering, in part so that

Accepted Answer

A)   marginal costs exceeds marginal revenues.
B)   service encounters can identify planning gaps.
C)   demand matches capacity over the duration of the demand cycle.
D)   the price elasticity of demand is unitary.
E)   the service experience is consistent with the sharing economy standards of the organization's industry.F) D) and E)
G) B) and C)

Question 8

Sarah has a backache due to overexertion. She believes a massage would loosen her back muscles and help her feel better. She is concerned because a massage, unlike a pair of shoes, cannot be experienced or seen before she buys it. Which characteristic of services is she concerned about?

Accepted Answer

A)   incongruity
B)   inconsistency
C)   intangibility
D)   inventory costs
E)   inseparabilityF) None of the above
G) A) and E)

Question 9

The first step a nonprofit organization should take to engage people with social media is to

Accepted Answer

A)   set specific measurable goals.
B)   understand what motivates people to take up causes.
C)   create a simple and realistic operating budget.
D)   create a well-defined organizational hierarchy.
E)   develop a unique selling proposition.F) A) and E)
G) A) and C)

Question 10

Which of the following is considered a service?

Accepted Answer

A)   a car wash
B)   a lamp
C)   a motorcycle
D)   potato chips
E)   environmentalismF) A) and B)
G) B) and E)

Question 11

Relationship marketing provides several benefits for service customers, including which of these?

Accepted Answer

A)   customized service delivery
B)   no need for comparison shopping
C)   discounted switching costs
D)   implied warranties
E)   strict government quality performance guidelinesF) C) and D)
G) B) and E)

Question 12

Services can be classified by their method of delivery. Services such as management consulting, plumbing, and cleaning are considered

Accepted Answer

A)   equipment-based services.
B)   technology-based services.
C)   fee-based services.
D)   people-based services.
E)   nonprofit services.F) D) and E)
G) B) and D)

Question 13

Shawn had a craving for sushi so he searched yellowpages.com for the name of a restaurant in his vicinity that serves this type of food. When he arrived at his destination, he was impressed with the menu posted outside the door and decided to go in. He was greeted with a smile by a hostess and then immediately seated at a well-appointed table where he was given a warm cloth for his hands. A waiter beautifully presented the food, the rice was the perfect texture and temperature, and the fish was fresh and delicious. Halfway thought the meal, he excused himself to go to the restroom. It was clean but the paper towel dispenser was empty. He returned to his table, finished his meal, and paid his check. The hostess said good-bye and asked him to return. Which of these statements is most accurate?

Accepted Answer

A)   Reading the menu posted outside the door was 'Shawn's first point of interaction in the customer contact audit because if he hadn't liked the selections, he wouldn't have gone into the restaurant.
B)   Being greeted by the hostess was the first point of interaction in the customer contact audit because it was the first "human" encounter with the actual service provider-the restaurant's employee.
C)   The first point of interaction in the customer contact audit wasn't written, it was implied. The real first point in the customer contact audit should have been between Shawn and the waiter, not Shawn and the hostess. The waiter is wholly responsible for the service quality delivered.
D)   The lack of paper towels in the restroom was the first point of interaction in the customer contact audit because it was the first time his expectations weren't met.
E)   Yelp reviews, the menu on the door, the hostess's greeting, the waiter, the quality and presentation of food, and even the restroom were all important service encounters.F) A) and C)
G) A) and D)

Question 14

An expanded marketing mix for services that includes the four Ps (product, price, promotion, and place or distribution)  as well as people, physical environment, and process, is referred to as the

Accepted Answer

A)   seven Ps of services marketing.
B)   service matrix.
C)   service continuum.
D)   service encounters.
E)   service mix.F) B) and C)
G) A) and C)

Question 15

An airline's load factor refers to

Accepted Answer

A)   the percentage of paying customer seats flown one mile plus frequent flyer redemption seats flown one mile.
B)   the percentage of empty seats on a plane compared to its total capacity.
C)   the percentage of available seats flown one mile occupied by a paying customer.
D)   the percentage of seats that are overbooked on any given flight to prevent profit shortfalls for "no shows."
E)   the total of all paid seats plus all luggage overcharges and all purchased beverages, meals, and other amenities or additional services, per flight.F) A) and D)
G) A) and E)

Question 16

The type of analysis that compares the differences between consumers' expectations about a service and their experience with it is referred to as

Accepted Answer

A)   customer relationship management.
B)   service encounter differential.
C)   gap analysis.
D)   a customer contact audit.
E)   a service audit.F) C) and D)
G) B) and C)

Question 17

Which of these services has the lowest inventory carrying cost?

Accepted Answer

A)   railroad
B)   hotel
C)   long-term care facility
D)   airline
E)   insurance companyF) D) and E)
G) A) and D)

Question 18

The American Red Cross uses social marketing tools such as ________ to increase blood donations.

Accepted Answer

A)   blogs
B)   e-mail blasts
C)   wikis
D)   apps
E)   billboardsF) A) and B)
G) B) and E)

Question 19

The tangibles that make up the service, such as buildings, landscaping, vehicles, furnishings, signage, brochures, and equipment, comprise which element of the seven Ps of services marketing?

Accepted Answer

A)   process
B)   place
C)   physical environment
D)   productivity
E)   productF) A) and D)
G) A) and E)

Question 20

As a dimension of service quality, the appearance of physical facilities, equipment, personnel, and communication materials is referred to as

Accepted Answer

A)   communication.
B)   responsiveness.
C)   competence.
D)   tangibility.
E)   empathy.F) A) and B)
G) None of the above

Exam 12: Services Marketing

The tangibles that make up the service, such as buildings, landscaping, vehicles, furnishings, signage, brochures, and equipment, comprise which element of the seven Ps of services marketing?

Correct Answer
verified

Which of these services has the lowest inventory carrying cost?

Correct Answer
verified

Which of the following is considered a service?

Correct Answer
verified

An expanded marketing mix for services that includes the four Ps (product, price, promotion, and place or distribution) as well as people, physical environment, and process, is referred to as the

Correct Answer
verified

A person can establish expectations for a service he or she has not yet experienced through word-of-mouth communications, personal needs, past experiences, and promotional activities. Actual experiences, though, are determined by

Correct Answer
verified

Service organizations must manage the availability of the offering, in part so that

Correct Answer
verified

As a dimension of service quality, the appearance of physical facilities, equipment, personnel, and communication materials is referred to as

Correct Answer
verified

Services can be classified according to whether they are

Correct Answer
verified

An airline's load factor refers to

Correct Answer
verified

Correct Answer
verified

The first step a nonprofit organization should take to engage people with social media is to

Correct Answer
verified

Services can be classified by their method of delivery. Services such as management consulting, plumbing, and cleaning are considered

Correct Answer
verified

Relationship marketing provides several benefits for service customers, including which of these?

Correct Answer
verified

The American Red Cross uses social marketing tools such as ________ to increase blood donations.

Correct Answer
verified

Correct Answer
verified

Services incorporate the four I's of product marketing. How would each of these four elements apply to a stock brokerage service?

Correct Answer
verified
The four unique elements of services are...
View Answer

Correct Answer
verified

Which of these statements about relationship marketing is most accurate?

Correct Answer
verified

The type of analysis that compares the differences between consumers' expectations about a service and their experience with it is referred to as

Correct Answer
verified

Sarah has a backache due to overexertion. She believes a massage would loosen her back muscles and help her feel better. She is concerned because a massage, unlike a pair of shoes, cannot be experienced or seen before she buys it. Which characteristic of services is she concerned about?

Correct Answer
verified

Exam 12: Services Marketing

The tangibles that make up the service, such as buildings, landscaping, vehicles, furnishings, signage, brochures, and equipment, comprise which element of the seven Ps of services marketing?

Correct AnswerverifiedShow Answer

Which of these services has the lowest inventory carrying cost?

Correct AnswerverifiedShow Answer

Which of the following is considered a service?

Correct AnswerverifiedShow Answer

An expanded marketing mix for services that includes the four Ps (product, price, promotion, and place or distribution) as well as people, physical environment, and process, is referred to as the

Correct AnswerverifiedShow Answer

A person can establish expectations for a service he or she has not yet experienced through word-of-mouth communications, personal needs, past experiences, and promotional activities. Actual experiences, though, are determined by

Correct AnswerverifiedShow Answer

Service organizations must manage the availability of the offering, in part so that

Correct AnswerverifiedShow Answer

As a dimension of service quality, the appearance of physical facilities, equipment, personnel, and communication materials is referred to as

Correct AnswerverifiedShow Answer

Services can be classified according to whether they are

Correct AnswerverifiedShow Answer

An airline's load factor refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The first step a nonprofit organization should take to engage people with social media is to

Correct AnswerverifiedShow Answer

Services can be classified by their method of delivery. Services such as management consulting, plumbing, and cleaning are considered

Correct AnswerverifiedShow Answer

Relationship marketing provides several benefits for service customers, including which of these?

Correct AnswerverifiedShow Answer

The American Red Cross uses social marketing tools such as ________ to increase blood donations.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Services incorporate the four I's of product marketing. How would each of these four elements apply to a stock brokerage service?

Correct AnswerverifiedThe four unique elements of services are...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Which of these statements about relationship marketing is most accurate?

Correct AnswerverifiedShow Answer

The type of analysis that compares the differences between consumers' expectations about a service and their experience with it is referred to as

Correct AnswerverifiedShow Answer

Sarah has a backache due to overexertion. She believes a massage would loosen her back muscles and help her feel better. She is concerned because a massage, unlike a pair of shoes, cannot be experienced or seen before she buys it. Which characteristic of services is she concerned about?

Correct AnswerverifiedShow Answer

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The four unique elements of services are...
View Answer

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