Question 1

Brand ________ refers to how consumers feel if a brand meets their needs.

Accepted Answer

The answer of Brand ________ refers to how consumers feel...

Question 2

Distinguish between the service profit chain and internal marketing.

Accepted Answer

The answer of Distinguish between the service profit chain and...

Question 3

Which of the following is one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength?

Accepted Answer

According to the question, the ad agency Young & Rubicam uses four consumer perception dimensions to measure brand strength. The options given are brand conformance, brand consistency, brand convenience, brand extension, and brand relevance. Out of these, brand relevance is one of the four dimensions used by the agency. Therefore, the answer is E) brand relevance.

Question 4

Within a hotel renowned for its superior service, one registration-desk employee may be cheerful and efficient, whereas another may be irritable and slow. This exemplifies service consistency.

Accepted Answer

The scenario described does not exemplify service consistency, as there is a clear variation in the quality of service provided by different employees at the same hotel.

Question 5

Good service recovery can turn angry customers into loyal ones.

Accepted Answer

Good service recovery involves acknowledging the customer's complaint, apologizing, offering a solution and making efforts to ensure the problem won't happen again. This can show the customer that their concern is valued and can lead to a positive resolution, which can in turn turn an angry customer into a loyal one.

Question 6

Define interactive marketing. Why is it considered an important skill for service marketers?

Accepted Answer

The answer of Define interactive marketing. Why is it considered...

Question 7

What are the key service characteristics a company must consider when designing marketing programs? Briefly describe each characteristic.

Accepted Answer

The answer of What are the key service characteristics a...

Question 8

Service companies can differentiate their service delivery by having more able and reliable customer-contact people.

Accepted Answer

Service companies often compete on their ability to provide excellent customer service, which can be achieved by having skilled and dependable customer-contact personnel.

Question 9

As competition and costs increase, and as productivity and quality decrease, what are the three major marketing tasks facing service companies in contemporary times?

Accepted Answer

The answer of As competition and costs increase, and as...

Question 10

Apollo Couriers, a company providing international express mail services, has a proactive customer communications team. The primary job of this team is to identify situations that led to customer dissatisfaction, and then provide quick remedies to fix the problems. To a great extent, this has helped Apollo in winning customer loyalty. In this instance, Apollo has benefitted from ________.

Accepted Answer

Apollo Couriers has benefitted from good service recovery, which involves identifying and fixing problems that have led to customer dissatisfaction. This has helped the company win customer loyalty. The other options - product differentiation, multibranding, place marketing, and co-branding - do not directly relate to the approach taken by Apollo Couriers in addressing customer complaints.

Question 11

Service companies can differentiate their service delivery by ________.

Accepted Answer

Having more able and reliable customer-contact people is a way for service companies to differentiate their service delivery. This can lead to better customer satisfaction and loyalty.

Question 12

In a service business, the customer and the front-line service employee interact to co-create the service.

Accepted Answer

In a service business, the customer is actively involved in the co-creation of the service with the front-line service employee. This means that the customer's input and participation are essential to the delivery of high-quality service.

Question 13

BlueFin canned tuna has higher sales than its unbranded rival, even though the unbranded tuna costs $0.45 less per can than BlueFin tuna. BlueFin most likely has ________.

Accepted Answer

The fact that BlueFin canned tuna has higher sales despite the higher price suggests that BlueFin has higher brand equity, meaning that customers are willing to pay more for the branded product because they perceive it to have higher quality or value compared to the unbranded version. This is a sign of a strong brand that has built up trust and loyalty with its customers.

Question 14

Service inseparability means that the quality of services depends on who provides them, as well as when, where, and how they are provided.

Accepted Answer

The answer of Service inseparability means that the quality of...

Question 15

________ represent(s) consumers' perceptions and feelings about a product and its performance.

Accepted Answer

Brands are the representation of a product in the minds of consumers. They include perceptions about the product's quality, performance, and value. It encompasses various aspects such as logo, design, packaging, and advertising.

Question 16

________ means that service quality depends on the quality of buyer-seller interaction during the service encounter.

Accepted Answer

Interactive marketing refers to the process of creating a dialogue between the buyer and seller in order to understand their needs, preferences and expectations. In services marketing, interactive marketing is particularly important as it allows the service provider to tailor the service to the specific needs of the customer, leading to higher levels of customer satisfaction and loyalty. The quality of the buyer-seller interaction during the service encounter is therefore crucial in determining the level of service quality.

Question 17

Brand ________ is the differential effect that knowing the brand name has on customer response to the product and its marketing.

Accepted Answer

Brand equity is the value that a brand adds to a product. It represents the differential effect that knowing the brand name has on customer response to the product and its marketing. It includes various aspects such as brand loyalty, awareness, perceived quality, and associations.

Question 18

Through ________, a service firm orients and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction.

Accepted Answer

Internal marketing is the process of orienting and motivating employees to work as a team to provide customer satisfaction. It involves communicating the value and importance of service to all employees, empowering and training them to provide quality service, and creating an internal service culture. Service inseparability is the idea that services cannot be separated from the providers who deliver them. Social marketing is using marketing principles to promote social change. Service variability refers to the fact that services may vary in quality depending on who delivers them and when and where they are delivered. Corporate image marketing is promoting a company's overall image and reputation to customers and other stakeholders.

Question 19

How can service providers use a differentiated offer, delivery, and image to avoid competing solely on price?

Accepted Answer

The answer of How can service providers use a differentiated...

Question 20

Product quality is harder to define and judge than service quality.

Accepted Answer

The answer of Product quality is harder to define and...

Quiz 8: Products, Services, and Brands: Building Customer Value