Question 1

Which of the following is used to measure the difference between a customer's expectations of service quality and what actually occurred?

Accepted Answer

Gap analysis is used to measure the difference between a customer's expectations of service quality and what actually occurred.

Question 2

People most commonly buy the services of a tattoo artist on the weekends.To encourage people to use their services on the weekdays,many tattoo artists adjust prices to influence demand.In other words,they use differing prices to lessen the problems related to the characteristic of services.

Accepted Answer

Services are perishable, meaning they cannot be stored for later use. By adjusting prices, tattoo artists aim to manage demand and reduce the impact of this characteristic.

Question 3

In many communities,one will many different fast- food restaurant franchises within a couple of miles of one another.The proximity of these restaurants to one another illustrates the importance of the factor for equipment- based services.

Accepted Answer

The proximity of fast-food restaurants to one another highlights the importance of location in attracting customers and ensuring convenience, which is crucial for equipment-based services like fast-food franchises.

Question 4

The new dominant logic for marketing suggests which of the following?

Accepted Answer

The new dominant logic for marketing emphasizes that the distinction between services and goods is becoming less relevant, as both are seen as part of a continuum where value is co-created with customers.

Question 5

are acts,efforts,or performances exchanged from producer to user without ownership rights.

Accepted Answer

Services are acts, efforts, or performances exchanged from producer to user without ownership rights.

Question 6

Search qualities would be most useful to a consumer buying which of the following?

Accepted Answer

Search qualities are attributes that a consumer can evaluate before purchasing a product. A new refrigerator is a tangible product with features and specifications that can be assessed prior to purchase.

Question 7

To reduce problems associated with the intangibility of the services offered by a restaurant,the restaurant owner would be most likely to do which of the following?

Accepted Answer

Providing clean tablecloths and cloth napkins for each new customer is a tangible cue that can help to reduce the problems associated with the intangibility of the services offered by a restaurant.

Question 8

Which of the following is NOT an example of a service encounter?

Accepted Answer

A potential customer using a search engine to locate a business is not a direct interaction between a service provider and a customer, unlike the other options which involve direct service encounters.

Question 9

Two successful service firms,American Express and McDonald's,have developed written service quality goals.This step was taken in an attempt to deal with any gap between .

Accepted Answer

Written service quality goals help align management perceptions with the quality standards set by the firm, ensuring that the service delivered meets the intended standards.

Question 10

Which of the following is a method for measuring service quality?

Accepted Answer

The critical incident technique is a method used to gather information about significant occurrences (incidents) that are particularly effective or ineffective in service delivery, making it a tool for measuring service quality.

Question 11

Home security services and accounting services are classified as .

Accepted Answer

Home security services and accounting services are intangible services performed on the customer's possessions, as they involve monitoring or managing assets rather than directly interacting with the customer physically.

Question 12

A coffeehouse that has added free wireless Internet connections for its patrons' laptop computers is offering a(n)_ .

Accepted Answer

An augmented service is an additional service or benefit that enhances the core service, such as free Wi-Fi in a coffeehouse.

Question 13

Which of the following is a product attribute that may be difficult to evaluate even after it has been experienced?

Accepted Answer

Credence quality refers to attributes that are difficult to evaluate even after consumption, such as the expertise of a doctor or the safety of a car repair.

Question 14

The environment in which service is delivered is referred to as the .

Accepted Answer

The term "servicescape" refers to the physical environment in which a service process takes place, including the physical layout, ambiance, and other tangible elements that influence customer perceptions and interactions.

Question 15

In 2001,the United Methodist Church budgeted $4 million for ads to encourage former church members to return to church through the use of gentle persuasion.This ad campaign is an example of _.

Accepted Answer

The ad campaign is promoting an idea, which is encouraging former members to return to church, making it an example of idea marketing.

Question 16

Idea marketing could be about all of the following EXCEPT which one?

Accepted Answer

Idea marketing is not about promoting a specific product for profit; it focuses on promoting concepts, beliefs, or actions rather than tangible products.

Question 17

According to the new dominant logic for marketing,make a relatively minor contribution to the value proposition.

Accepted Answer

In the new dominant logic for marketing, the focus is on service and relationships rather than products, which are seen as making a relatively minor contribution to the value proposition.

Question 18

A Colorado ski resort opens its mountain ski trails during the summer months for the recreational enjoyment of mountain bike riders.The resort is doing which of the following?

Accepted Answer

The resort is using capacity management by utilizing its ski trails for mountain biking during the off-season, thereby maximizing the use of its facilities year-round.

Question 19

Jack was so enthusiastic about the band he saw performing at a local club last weekend that he persuaded a large group of friends to return to the club to hear the band on Thursday.Unfortunately,the band's Thursday performance was uninspired and at times off- key.The performance differences are due to the _ characteristic of service.

Accepted Answer

The performance differences are due to the variability characteristic of service, which means that the quality of services can vary greatly depending on who provides them and when, where, and how they are provided.

Question 20

A marketer would be most likely to use which of the following to make sure that her company always comes up at or near the top of lists of typical search phrases related to her business?

Accepted Answer

Search engine optimization (SEO) is a strategy used to improve a website's visibility and ranking on search engine results pages, ensuring that it appears at or near the top for relevant search phrases.

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