Deck 10: Services and Other Intangibles: Marketing the Product That Isnt There

Question 1

Dry cleaning and package delivery are classified as .

A)intangible services performed on the customer
B)tangible services performed on the customer
C)tangible goods delivered to the customer
D)intangible services performed on the customer's possessions
E)tangible services performed on the customer's possessions

Answer 1

E

Question 2

The president of a fast growing company that manages retirement communities states that the degree of caring and individual attention the residents receive is the most important component of service quality for his company.The president would be most likely to focus on the results in which of the following dimensions of the SERVQUAL scale?

A)responsiveness
B)empathy
C)reliability
D)creativity
E)assurance

Answer 2

B

Question 3

Four characteristics are used to differentiate services from goods.Which of the following is NOT one of those characteristics?

A)perishability
B)personalization
C)intangibility
D)variability
E)inseparability

Answer 3

B

Question 4

One of the ways Megan determined which day care center to send her children to was visiting different centers and observing the indoor and outdoor play facilities,the cleanliness of the employees' uniforms,and how well infants were segregated from older children.She was evaluating the day care using qualities before she enrolled her children in the day care.

A)credence
B)operational
C)experience
D)search
E)local

Question 5

According to the goods/services continuum,which of the following is the best example of a pure good?

A)a muffler repair
B)a class lecture
C)a haircut
D)a textbook
E)a massage

Question 6

Which of the following is the best example of a people- based service?

A)a museum
B)a movie theater
C)an automatic carwash
D)an x- ray lab
E)a dating service

Question 7

A service firm communicating exactly what the customer can expect and what will happen if the company does not deliver on its promises will eliminate the gap between .

A)consumer expectations and management perceptions
B)service quality standards and consumer expectations
C)needed service and expected service
D)established quality standards and service delivery
E)established delivery standards and management perceptions

Question 8

The bank management decided its customers would not mind if it only opened the drive- thru window on Saturdays and not require other bank employees to work on weekends.Customers who work during the week were disappointed that they could not apply for a loan on Saturday,as that was not a service available at the drive- thru window.Gap analysis would show this to be a gap between _ .

A)consumer expectations and management perception
B)expected services and perceived services
C)needed services and expected services
D)established quality standards and service delivery
E)management perception and quality standards set by the firm

Question 9

Which of the following is NOT a trend that is expected to provide new opportunities for marketers?

A)declining levels of patriotism
B)availability and flow of information
C)changing demographics
D)technological advances
E)globalization

Question 10

People,places,and ideas are all _ that often need to be "sold" by someone and "bought" by someone else.

A)intangibles
B)goods
C)benefits
D)tangibles
E)services

Question 11

In 2003,Home Depot's forty Arizona stores participated with the Arizona Department of Water Resources and the cities of Phoenix,Mesa,and Scottsdale in a $1.8 million "Water,Use It Wisely" campaign.This is an example of .

A)idea marketing
B)societal benefit marketing
C)place marketing
D)people marketing
E)social networking

Question 12

Capacity management is one of the ways to meet potential problems related to the characteristic of services.

A)inseparability
B)responsiveness
C)perishability
D)intangibility
E)variability

Question 13

Which of the following is NOT a potential major gap in a gap analysis?

A)the gap between consumers' personal needs and expected service
B)the gap between consumers' expectations and management's perceptions of those expectations
C)the gap between service quality standards and consumers' expectations
D)the gap between established quality standards and service delivery
E)the gap between expected service and actual service

Question 14

In the fall of 2002,Sheraton Hotels & Resorts launched a program to improve service quality.All Sheraton employees were given a detailed written list of specific goals that must be accomplished in order to ensure customer satisfaction.Then all employees received training to show them exactly how the objectives were to be met.Sheraton is working to prevent a gap between .

A)expected service and needed service
B)customer expectations and management perceptions
C)management perception and quality standards set by the firm
D)established quality standards and service delivery
E)service quality standards and consumer expectations

Question 15

Service refers to the inevitable differences in a service provider's performances from one service encounter to the next.

A)personalization
B)intangibility
C)inseparability
D)responsiveness
E)variability

Question 16

Disintermediation is one method to address potential problems related to the characteristic of services.

A)responsiveness
B)intangibility
C)personalization
D)inseparability
E)perishability

Question 17

Karen likes using the SERVQUAL scale to measure her clients' perception of the quality of her hair styling salon because it includes assessing _,which involves the physical facilities and equipment and professional appearance of the stylists.These aspects are very important for the comfort of her clients.

A)tangibles
B)reliability
C)empathy
D)responsiveness
E)assurance

Question 18

Which of the following involves analyzing very specific customer complaints?

A)SERVQUAL
B)total quality management (TQM)
C)servicescape
D)the critical incident technique
E)gap analysis

Question 19

Tangibles,reliability,responsiveness,assurance,and empathy are the five dimensions of service quality used in which of the following?

A)SERVQUAL
B)total quality management (TQM)
C)the market fulfillment approach
D)the critical incident technique
E)gap analysis

Question 20

Agents who work to get their celebrity clients exposure on TV or perhaps a starring role in a movie are practicing .

A)idea marketing
B)people marketing
C)social marketing
D)prestige marketing
E)relationship marketing

Question 21

A service offering that differentiates a firm from its competition and provides enhanced value is referred to as a(n).

A)core service
B)augmented service
C)operational factor
D)disintermediator
E)environmental factor

Question 22

A customer got a great haircut at a salon and went back six weeks later to the same person to get a second haircut.This time,the customer received one of the worst haircuts of his life.The difference between the two haircuts are due to the characteristic of services.

A)responsiveness
B)perishability
C)inseparability
D)personalization
E)variability

Question 23

Which of the following is true of service marketers?

A)They have no way to quantitatively measure service quality.
B)They must identify ways of illustrating the benefits their service will provide.
C)They typically market a service the same way a product would be marketed.
D)They can always predict the consistency of service quality.
E)They can typically offer customers a free trial of the service.

Question 24

Which of the following is an instrument to measure consumers' perceptions of service quality?

A)total quality management (TQM)
B)SERVQUAL
C)capacity management
D)the service continuum
E)credence management

Question 25

Gina's Nail Salon is serious about pleasing its customers.Employees are trained to immediately and pleasantly respond to any customer complaints,and they are empowered to offer discounts and free add- ons to customers who believe they have received anything less than the best service.Gina's Nail Salon focuses on .

A)product improvement
B)quick service recovery
C)differentiating its product offerings
D)assurance
E)tangibles

Question 26

Michelle and Christie own a store specializing in vintage clothing from the 1960s and 1970s.They are interested in learning their consumers' perceptions of service quality.A friend suggested they use the ,which identifies five dimensions of service quality,to gauge how their customers feel about the service quality offered by the store and its employees.

A)gap analysis between management's perceptions and quality standards set by the firm
B)SERVQUAL scale
C)gap analysis between consumers' expectations and management's perceptions
D)gap analysis between established quality standards and service delivery
E)critical incident technique

Question 27

Banking,music,travel,and dating are all examples of _ .

A)Web services
B)equipment- based services
C)tangible services
D)augmented services
E)tangible products

Question 28

After the 2001 attack on the World Trade Center,New York City unveiled a new tourism advertising campaign with the slogan "The New York Miracle: Be a Part of It." This is an example of _.

A)idea marketing
B)place marketing
C)service marketing
D)people marketing
E)social marketing

Question 29

When employees are not delivering customer service at the level specified by their employer,there is a gap between

A)consumer expectations and management perceptions
B)expected services and needed services
C)established quality standards and service delivery
D)management perceptions and quality standards set by the firm
E)service quality standards and consumer expectations

Question 30

When using the SERVQUAL scale,a store focused on employee willingness to help customers and provide prompt service would likely pay the most attention to the results in the dimension.

A)assurance
B)reliability
C)creativity
D)empathy
E)responsiveness

Question 31

A hotels and resorts company launched a new employee program that includes intensive training in different service encounter scenarios.This training program is most likely designed to lessen the problems related to the characteristic of services.

A)creativity
B)personalization
C)intangibility
D)inseparability
E)perishability

Question 32

An agent for an actor presents a client's qualifications to potential movie production companies until one company responds positively to the actor.This is an examples of the _ approach.

A)product improvement
B)market fulfillment
C)pure selling
D)relationship marketing
E)total quality management (TQM)

Question 33

Which of the following is the best example of an equipment- based service?

A)a dog- walking service
B)an amusement park
C)a religious service
D)a tutoring service
E)a car dealership

Question 34

Facility exteriors and interiors are part of .

A)place marketing
B)the core service
C)the intangibles in a service exchange
D)the servicescape
E)the service encounter

Question 35

Political candidates often hire image consultants who tell them what clothes to wear,how to wear their hair,and how to act in front of a crowd of people.Political candidates who use image consultants to help them market themselves to the voters are using which of the following strategies?

A)brand extension
B)market development
C)product improvement
D)diversification
E)pure selling

Question 36

Hillary wants to be an author.She has sent a manuscript she wrote to an agent who will critique the manuscript and tell Hillary if her work is marketable.Because Hillary does not know if her work is marketable,she has decided to accept whatever the agent,who is an expert in the field,says as true.In this respect,the agent's opinion has a quality.

A)experience
B)search
C)local
D)operational
E)credence

Question 37

Which of the following accounts for the majority of complaints received by service businesses?

A)employees who fail to be empathetic
B)exaggerated customer expectations
C)miscommunication during the service encounter
D)service providers failing to be reliable
E)exaggerated management expectations

Question 38

Service _ means that customers cannot see,hear,or smell good service.

A)inseparability
B)perishability
C)responsiveness
D)variability
E)intangibility

Question 39

Insurance,a television program,and a college education are all examples of .

A)intangible goods
B)tangible possessions
C)tangible services
D)tangible goods
E)intangible services

Question 40

An advertisement for the Blue Ridge Parkway (a highway)that runs from the Shenandoah Valley to the Smokey Mountains describes the highway as a "trip back in time." This is an example of .

A)place marketing
B)the market fulfillment approach
C)idea marketing
D)social marketing
E)services marketing

Question 41

Which of the following is true due to the inseparability of services?

A)Service businesses cannot offer a free trial of their products.
B)A service is produced and consumed at the same time.
C)It is difficult to make a prepurchase evaluation of quality.
D)It is impossible for service businesses to exactly match supply with demand.
E)It is difficult for service businesses to live up to guarantees.

Question 42

Naomi is afraid to go to a dentist,but she has a severe toothache.Her sister has recommended she go to Dr.Tompkins because he guarantees pain- free dentistry.Assuming Naomi visits Dr.Tompkins,she can only evaluate his dental techniques through qualities.

A)experience
B)search
C)operational
D)intangible
E)local

Question 43

Which of the following is NOT true of search qualities?

A)They can be built into a service for customers to notice.
B)They may include style,price,or color.
C)Intangible services are more likely to have them than are tangible goods.
D)They can be examined prior to purchase.
E)They may include smell and texture.

Question 44

The Romano family owns an Italian restaurant.The owners collected and closely analyzed very specific customer complaints.Through this use of the ,the owners were able to identify specific contacts between consumers and service providers that were most likely to result in dissatisfaction.

A)gap analysis between consumers' expectations and management's perceptions
B)gap analysis between established quality standards and service delivery
C)SERVQUAL scale
D)gap analysis between management's perceptions and quality standards set by the firm
E)critical incident technique

Question 45

Marketers should identify customer expectations and then work to them.

A)exceed
B)change
C)underserve
D)influence
E)fall below

Question 46

strategies regard a city,state,country,or other locale as a brand and attempt to position the location so that consumers choose to visit.

A)Idea marketing
B)Place marketing
C)Green marketing
D)Social marketing
E)Service marketing

Question 47

Many visitors to an amusement park have complained about the long and slow- moving lines,as well as the fact that park employees are letting their friends break in line.This equipment- based service provider is having trouble with factors.

A)environmental
B)augmented services
C)technological
D)locational
E)operational

Question 48

Which of the following statements about the service encounter is true?

A)An employee's actions,words,and physical appearance do not represent the organization.
B)The service encounter has a social dimension and a physical dimension.
C)The customer plays a minimal role in the quality of the service encounter.
D)The quality of service delivered by a company is only as good as its best employee.
E)The quality of information provided by the customer does not affect the quality of the service encounter.

Question 49

Which of the following is NOT a way that marketers classify services?

A)services performed directly on the customer
B)services consisting of tangible actions
C)services consisting of intangible actions
D)services performed directly on the customer's possession
E)services performed indirectly on the customer

Question 50

A haircut,a manicure,and a pedicure are all examples of _.

A)intangible services
B)tangible goods
C)tangible services
D)tangible possessions
E)intangible possessions

Question 51

Employee empowerment is one of the ways to meet potential problems related to the _ characteristic of services.

A)personalization
B)perishability
C)creativity
D)variability
E)responsiveness

Question 52

A religious organization marketing what is perceived to be desirable behavior is implementing .

A)the market fulfillment approach
B)idea marketing
C)organizational marketing
D)people marketing
E)the product improvement approach

Question 53

When Ria hired an interior designer to redecorate her living room,she was not sure she had made the right decision until she saw her gorgeous newly decorated living room.Ria used qualities to evaluate the designer's services.

A)local
B)operational
C)search
D)credence
E)experience

Question 54

What marketing strategy would a marketer most likely use to promote something that cannot be seen,has no smell,and cannot be felt?

A)one- to- one marketing
B)relationship marketing
C)people marketing
D)idea marketing
E)place marketing

Question 55

When a service experience is not positive for the customer,it can turn into a(n).

A)disservice
B)augmented service
C)disintermediated service
D)service encounter
E)servicescape

Question 56

is the process by which organizations adjust the supply of their services in an attempt to match demand.

A)Total quality management
B)Capacity management
C)Augmented service management
D)Disintermediation
E)Just- in- time management

Question 57

According to the new dominant logic for marketing,is the central,or core,deliverable in every exchange.

A)a relationship
B)prestige
C)value
D)service
E)the product

Question 58

Experience qualities are product attributes that customers can identify .

A)both during and after consumption
B)only after consumption
C)only during consumption
D)prior to consumption
E)before,during,or after consumption

Question 59

Barry was having stomach trouble and was sent to have an ultrasound performed on his abdomen.The technician performing the ultrasound told Barry he had gallstones.Because Barry could not recognize gallstones even as the technician pointed them out,Barry was left to evaluate the ultrasound on the basis of qualities.

A)operational
B)credence
C)search
D)locational
E)experience

Question 60

Many cities,states,and countries recognize that by using effective marketing strategies,they can increase vital tourism revenues and attract business investments needed for growth.This is an example of implementing .

A)place marketing
B)cultural marketing
C)idea marketing
D)services marketing
E)social marketing

Question 61

The is the interaction between the customer and the service provider.

A)supply- demand exchange
B)service promotion
C)transaction point
D)service encounter
E)service program

Question 62

Which of the following is NOT true about the SERVQUAL scale?

A)SERVQUAL measures five dimensions of service quality.
B)SERVQUAL is not used in connection with gap analysis.
C)The SERVQUAL scale is usually administered in a survey format.
D)The SERVQUAL scale remains a popular tool for measuring customer perception of service quality.
E)Firms often track SERVQUAL scores over time to measure how their service quality has improved.

Question 63

A TV commercial aimed at persuading viewers to use seatbelts while riding in a car is an example of _.

A)value marketing
B)services marketing
C)relationship marketing
D)people marketing
E)idea marketing

Question 64

A bank closing one of its branch locations at midday to balance transactions because it is efficient for the bank,even though it is not convenient for customers who want to do their banking during the lunch hour,is an example of a gap between .

A)expected service and perceived service
B)consumers' expectations and management's perceptions
C)established quality standards and service delivery
D)management's perception and quality standards set by the firm
E)service quality standards and consumers' perceptions

Question 65

A TV commercial invites people to attend a service at a so- called "mega- church" that has a huge steel and glass structure with acres of parking.This is an example of _.

A)the product fulfillment approach
B)idea marketing
C)the market fulfillment approach
D)place marketing
E)people marketing

Question 66

Two well- known celebrities appear in a thirty- second TV commercial about New York City.This is an example of .

A)people marketing
B)idea marketing
C)place marketing
D)social marketing
E)prestige marketing

Question 67

Developing a new product to meet the minimum qualifications of an unmet need is integral to the approach to marketing.

A)market fulfillment
B)social
C)product improvement
D)pure selling
E)product fulfillment

Question 68

When communications accurately describe what service quality is provided and can be expected,and consumers are still less than satisfied with the service,there is a gap between .

A)consumer expectations and management perceptions
B)service quality standards and consumer expectations
C)expected services and perceived services
D)expected services and needed services
E)management perceptions and quality standards set by the firm

Question 69

Tony,a vice president of the St.Louis One Gateway Credit Union,decided to measure the customers' perceptions of the service quality of the Credit Union.He chose to use the SERVQUAL scale because it included the component,which involves the knowledge and courtesy of employees,as well as their ability to convey trust and confidence.

A)responsiveness
B)assurance
C)reliability
D)creativity
E)empathy

Question 70

Service means that a service can only take place at the time the service provider performs it on either the customer or the customer's possessions.

A)intangibility
B)personalization
C)creativity
D)variability
E)inseparability

Question 71

Facility- based services must be concerned with all of the following EXCEPT which one?

A)environmental factors
B)search factors
C)the servicescape
D)locational factors
E)operational factors

Question 72

Service means that a firm cannot store its services.

A)perishability
B)variability
C)intangibility
D)personalization
E)inseparability

Question 73

Modifications to certain characteristics of what is being marketed are integral to the _ approach.

A)product fulfillment
B)market fulfillment
C)pure selling
D)market improvement
E)product improvement

Question 74

Which of the following is NOT a category on the service continuum?

A)goods- dominated products
B)equipment- based services
C)facility- based services
D)service- dominated goods
E)people- based services

Question 75

Which of the following product offerings is intangible?

A)refillable ink cartridges for a computer printer
B)a physical examination from a doctor
C)a mink coat
D)fish for an aquarium
E)a meal at a fast- food restaurant

Question 76

A physician might deal with potential problems associated with the characteristic of services by hanging her medical diplomas on the wall of the examining room.

A)intangibility
B)inseparability
C)perishability
D)personalization
E)variability

Question 77

There was a lot of buzz about the Universal Studio's Mardi Gras special event and the Donna Summer concert.If larger- than- expected crowds come to the concert,the guests would need to put up with heavy traffic and long lines for concessions and restrooms.The guests would most likely judge the visit to Universal Studios based on _ qualities.

A)experience
B)empathy
C)credence
D)locational
E)assurance

Question 78

Christopher Messenger rents storage space to college students who go home for the summer but do not want to haul all of their property home and back.The business is profitable during the summer months,but when the storage space is unoccupied in the off- season,Christopher is losing money.What characteristic of service is most likely the source of Christopher's problem?

A)personalization
B)inseparability
C)perishability
D)variability
E)intangibility

Question 79

To minimize the potentially negative effects of bad service encounters and to save on labor costs,some service businesses use _ to eliminate or reduce the need for customers to interact with salespeople.

A)disintermediation
B)capacity management
C)service facilitation
D)critical incident management
E)transactional marketing

Question 80

According to the goods/services continuum,which of the following is the best example of a pure service provider?

A)a teacher
B)a furniture retailer
C)a paper manufacturer
D)a magazine publisher
E)a building contractor