Deck 1: Introduction to Services Marketing

Question 1

Marketers should not attempt to shape customer roles and behaviors.

Answer 1

False

Question 2

The appearance of buildings, landscaping, vehicles, and uniforms provide tangible evidence of a firm's service quality.

Answer 2

True

Question 3

The service framework for developing effective service strategies excludes _________________.

A) understanding service products, consumers and markets
B) managing the competitive landscape
C) applying the 4 Ps to services
D) managing the customer interface
E) implementing profitable service strategies

Answer 3

B

Question 4

A useful way to distinguish between goods and services is to place them on a continuum from ____________ to ____________.

A) practical; impractical
B) tangible-dominant; intangible-dominant
C) low; high
D) reliable; unreliable
E) prepared; unprepared

Question 5

Servicescape is only a consideration if customers have to enter a service factory.

Question 6

The three additional Ps of services marketing that extend the original four Ps of marketing are _____________, _____________, and _____________.

A) product; price; place; promotion
B) prospects; process; people; promotion
C) physical environment; process; people
D) prosperity; process; people; promotion
E) physical environment; prosperity; planning; process

Question 7

In most highly developed nations, services account for between three-fifths and four-fifths of the GDP.

Question 8

The following are all business trends transforming service markets except ____________.

A) push to increase shareholder value
B) growth of franchising
C) new agreements on trade in services
D) marketing emphasis by non-profit organizations
E) focus on quality and customer satisfaction

Question 9

Systems and networks access and usage is an example of the ownership of services.

Question 10

When migrants from developing countries move back to their own countries after living and working abroad in developed countries, there will be a vacuum in the employment market of developing economies.

Question 11

Time is of great importance in services so operations managers have to be concerned about minimizing customer waiting time.

Question 12

Customers being turned away or having to wait is an implication of which aspect of services?

A) People may be a part of the service experience.
B) Intangible elements usually dominate value creation.
C) Services are often difficult to visualize and understand.
D) Customers may be involved in co-production.
E) Most services cannot be inventoried.

Question 13

The two considerations used to categorize service are ____________ and ____________.

A) promotion versus place; price versus product
B) place versus time; people versus ideas
C) place versus people; time versus money
D) people versus possession; tangible versus intangible
E) people versus intangible; tangible versus possession

Question 14

Failures are inevitable in service industries.

Question 15

There are several reasons why the services sector is increasing in almost all countries around the world. Which is not one of the contributing reasons?

A) The knowledge-based industries are growing.
B) Countries are less dependent on agriculture.
C) Some manufacturing firms are now focusing on marketing services as well.
D) The construction and manufacturing industries are booming.
E) More companies are outsourcing some of their service components.

Question 16

Service markets are shaped by all of the following except ____________.

A) government policies
B) social changes
C) global economic change
D) business trends
E) advances in information technology

Question 17

Other customers typically do not impact the satisfaction of other consumers in service settings.

Question 18

Typically service jobs are not well-paid positions and require little education.

Question 19

The three broad categories of things processed in services are ____________, ____________, and ____________.

A) people; physical objects; data
B) people; organizations; documents
C) people; data; projects
D) physical objects; data; documents
E) physical objects; organizations

Question 20

Which of the following is an example of co-production?

A) Withdrawing from an ATM.
B) Eating fast food.
C) Touring an aquarium.
D) Buying a stereo.
E) Selling items on eBay.

Question 21

Which of the following is the best example of a supplementary service?

A) Appliance maintenance
B) Hotel room rental
C) Fast food consumption
D) House cleaning
E) Landscaping

Question 22

IBM is a good example of a firm that has shifted from manufacturing intensive operations to service intensive operations.

Question 23

Service firms have reservations systems because.

A) intangible elements usually dominate value creation.
B) most service products cannot e inventoried.
C) distribution may take place through non-physical channels
D) customers may be involved in co-production
E) all of the above

Question 24

Define services.

Question 25

Less than 15 percent of service jobs around the world are carried out remotely.

Question 26

A movie theater seat is an example of _____________.

A) renting durable goods
B) closely engaging customers in the service process
C) renting portions of a larger physical entity
D) the centrality of time to services
E) differences in customer choice criteria

Question 27

Give an example of how the Internet is changing the face of service industries.

Question 28

What are the five broad categories within the non-ownership framework?

Question 29

How can firm develop effective marketing strategies?

Question 30

What are the three vital roles of promotion and education?

Question 31

Education is an example of a/an _____________ service.

A) people-processing
B) information processing
C) mental stimulus processing
D) possession-processing
E) physical processing

Question 32

Provide an example of a service that lies at each end of the tangible-dominant to intangible-dominant spectrum.

Question 33

Give an example of a government policy that has stimulated the transformation of a service industry.

Question 34

The Internet is transferring power from suppliers to customers, especially in consumer markets.

Question 35

What are the eight common differences between products and services?

Question 36

Give an example of an industry where the Internet has transferred power from suppliers to customers.

Question 37

China is experiencing rapid economic growth and this stimulates demand for production and business services.

Question 38

Online educational programs offered by the University of Phoenix are an example of _____________.

A) revolutionary products/services
B) collective products/services
C) additional services
D) supplementary services
E) core products/services

Question 39

The best way to help customers visualize your service is to highlight credentials/experience and educate consumers to make good choices.

Question 40

Give an example of a service that offers labor and expertise rental.

Question 41

Give an example of an industry where production and consumption are separable.

Question 42

Describe the seven Ps of service that would be involved in a banking service.

Question 43

Give an example of a service that offers access to physical environments as a form of rental.

Question 44

Provide an example of a service industry where customers are involved in co-production and explain the implications and marketing-related tasks that would be associated with that service.

Question 45

Describe the possible differences in customer choice criteria between car rentals and outright purchases.