Question 1

Which of the following will most help service providers overcome the limitation of intangibility of services when positioning itself?

Accepted Answer

A

Question 2

Which of the following is an example of a pure service?

Accepted Answer

Physiotherapy is a service that does not involve a physical product. It is purely an interaction between the therapist and the patient, offering a specific type of treatment. The other options involve physical products or a combination of products and services.

Question 3

Which of the following is a characteristic of a service?

Accepted Answer

A characteristic of a service is that it does not result in the ownership of anything. Services are intangible and cannot be possessed in the way that physical products can be.

Question 4

Which of the following is true for services?

Accepted Answer

Services can be provided by both for-profit and nonprofit organizations. Choices A and D are incorrect as some services may not be people-based and the client's presence may be necessary for the service delivery process. Choice C is incorrect as the process may vary based on the nature of the service. Choice E is also incorrect as marketing programs may differ for personal and business services.

Question 5

Services high in ________ qualities have characteristics that the buyer can evaluate after purchase.

Accepted Answer

Experience qualities are those aspects of a service that can be evaluated only after the service has been performed, unlike search qualities which can be evaluated before purchase.

Question 6

________ refer(s)to logos,symbols,characters,and slogans that service providers use in order to make the service and its key benefits more tangible.

Accepted Answer

Brand elements refer to logos, symbols, characters, and slogans that companies use to create and reinforce brand recognition, making the service and its key benefits more tangible.

Question 7

Which of the following is an example of a pure tangible good?

Accepted Answer

Shampoo is a physical, tangible product that can be touched, seen, and used. It does not involve any kind of service or intangible aspect.

Question 8

To which of the following categories of services does a mobile phone belong?

Accepted Answer

A mobile phone is a tangible good that also includes accompanying services such as network connectivity, software updates, and customer support. Therefore, it belongs to the category of a tangible good with accompanying services.

Question 9

Some services require that the client be present to conduct the service.Which of the following is an example of such a service?

Accepted Answer

Surgery requires the client/patient to be present for the procedure.

Question 10

Services high in ________ have characteristics that the buyers can evaluate before purchase.

Accepted Answer

Search qualities refer to characteristics of a service that can be evaluated before purchase, such as the price, brand reputation, and physical attributes. This means that buyers can easily assess these qualities before making a decision to purchase the service. Experience qualities and credence qualities, on the other hand, are more difficult to evaluate before purchase.

Question 11

Which one of the following would be considered high in credence qualities?

Accepted Answer

Psychotherapy is a service that requires a high level of expertise, knowledge, and trustworthiness, making it a prime example of a high credence quality. The quality of psychotherapy cannot be easily evaluated by the customer, making it important for customers to rely on the credibility and reputation of the provider.

Question 12

BRZ Shoes targets the youth market with vibrant,visually appealing ads in modern styles.BRZ ads appeal to the ________ dimension of brand experience.

Accepted Answer

The sensory dimension of brand experience is targeted by BRZ Shoes through their use of vibrant, visually appealing ads in modern styles, which are designed to appeal to the senses.

Question 13

BRZ Shoes positions itself as a young,adventurous brand.Its logo and brand communication try to give consumers a feeling of excitement and bravery.These ads appeal to the ________ dimension of brand experience.

Accepted Answer

The affective dimension of brand experience involves emotions and feelings, and the excitement and bravery conveyed through BRZ Shoes' logo and brand communication would appeal to this dimension.

Question 14

Which one of the following is highest in search qualities?

Accepted Answer

A computer is highest in search qualities as it is a high-consideration purchase that involves a lot of research and comparison shopping. It is also a durable and expensive item that people expect to last a long time, making it important to find the perfect fit. The other options, while important, do not require as much research or have as long of a lifespan.

Question 15

Which of the following is an example of a hybrid service?

Accepted Answer

A hybrid service combines elements of both goods and services. A restaurant meal involves both a tangible good (the food) and an intangible service (the staff and atmosphere).

Question 16

A computer falls into the ________ category of service mix.

Accepted Answer

A computer is a tangible good (something physical that can be touched), but it also comes with accompanying services such as technical support, software updates, warranty repair, etc. Therefore, it falls into the category of "tangible good with accompanying services".

Question 17

Services high in ________ are those services that have characteristics the buyer normally finds hard to evaluate even after consumption.

Accepted Answer

Services high in credence qualities are those that are difficult for the buyer to evaluate even after consumption. These services often involve intangible or complex aspects that are hard to measure or understand, such as legal, medical, or financial services. This creates a high level of uncertainty and risk for the buyer, as they must trust the expertise and integrity of the service provider.

Question 18

Unlike physical products,services cannot be seen,tasted,felt,heard,or smelled before they are bought.This is known as the ________ aspect of services.

Accepted Answer

Intangibility refers to the fact that services cannot be perceived by the five senses before they are purchased.

Question 19

A flight with complementary drinks is an example of a ________.

Accepted Answer

A flight with complementary drinks is an example of a major service (the flight itself) that comes with accompanying minor goods and services (such as the drinks).

Question 20

A brand that is action-oriented and causes consumers to engage in physical actions appeals to the ________ dimension of brand experience.

Accepted Answer

The behavioral dimension of brand experience relates to the physical actions or behaviors that a brand causes consumers to engage in. Therefore, a brand that is action-oriented and drives consumers to engage in physical actions appeals to the behavioral dimension of brand experience.

Quiz 13: Designing and Managing Services