Question 1

Customers will often judge the ________ of the service experience based on the performance of the people providing the service.

Accepted Answer

Quality is the most appropriate choice because it directly reflects the performance of the people providing the service. Customers often assess the quality of service based on the behavior and expertise of the service providers. However, price, productivity, process, and physical environment may also influence the service experience, but they are not the primary factors that customers use to evaluate service quality.

Question 2

Service firms can manage their physical environment to influence customers' perceptions through

Accepted Answer

Impressions management is the process of managing the physical environment of the service firm to influence customers' perceptions. By creating a pleasing physical environment, service firms can evoke positive emotions and enhance the customer experience.

Question 3

The actual procedures, mechanisms, and flow of activities by which a service is created and delivered is referred to as

Accepted Answer

The definition provided in the question best aligns with "process," which refers to a series of steps or activities that are carried out in order to achieve a particular goal or outcome. "Procedure" is similar, but typically refers to a specific set of instructions for carrying out a task, while "productivity" relates more to the efficiency and output of a process or system. "Protocol" usually refers to a set of formal rules or guidelines for behavior in a particular context, and "plan" is a more general term for outlining a course of action.

Question 4

Which of the following statements regarding the place element of services is most accurate?

Accepted Answer

As competition grows in service industries, the value of convenient distribution is being recognized, making place an important factor in service marketing.

Question 5

A major factor in developing a service marketing strategy is ________ because of the inseparability of services from the producer.

Accepted Answer

The answer of A major factor in developing a service...

Question 6

Commuters in New York often install radio frequency identification (RFID) devices on their cars that can be read automatically as they approach a toll booth. This saves time, improves traffic flow, and means drivers don't need exact change. Also, New York authorities can manage traffic flow by charging different toll amounts for different times, such as charging a higher toll for morning and afternoon rush hour periods. This pricing strategy is

Accepted Answer

The answer of Commuters in New York often install radio...

Question 7

Most services have a limited capacity due to the ________ of the service from the service provider and the perishable nature of the service.

Accepted Answer

Services are inseparable from the service provider, meaning they are produced and consumed simultaneously, which limits capacity.

Question 8

The appearance of the environment in which the service is delivered and where the firm and customer interact can influence the customer's ________ of the service.

Accepted Answer

The appearance of the environment can strongly influence the way in which the customer perceives the service. This is because the environment can communicate a lot about the quality and nature of the service being offered. For example, a clean, well-designed environment can communicate professionalism and attention to detail, which can increase the customer's perception of the quality of the service. On the other hand, a dirty, cluttered environment can communicate sloppiness and lack of care, which can decrease the customer's perception of the quality of the service.

Question 9

Service organizations must manage the availability of the offering so that ________ and the organization's assets are used in ways that will maximize the return on investment (ROI).

Accepted Answer

Managing the availability of the offering to match demand with capacity over the demand cycle ensures that resources are optimally utilized, minimizing waste and maximizing ROI.

Question 10

A publicity tool frequently used by nonprofit services, which uses free space or time donated by the media, is referred to as

Accepted Answer

A public service announcement (PSA) is a free form of media coverage that is typically run on radio or television stations, or in print media, to promote a particular cause or issue. Nonprofit services often use PSAs as a way of raising awareness for their organization or to promote upcoming events or programs. Unlike paid advertising, PSAs are typically offered free of charge to qualified nonprofit organizations, making them a cost-effective way to promote a cause or service.

Question 11

Many nonprofit organizations use PSAs in their media planning. What does the acronym PSA stand for?

Accepted Answer

PSA stands for Public Service Announcement, which is a message in the public interest disseminated without charge, with the objective of raising awareness, changing public attitudes and behaviors towards a social issue or promoting the activities of nonprofit organizations.

Question 12

In the seven Ps of services marketing, process is

Accepted Answer

Process refers to the procedures, mechanisms, and flow of activities by which the service is created and delivered. It includes the steps involved in delivering the service, the resources required, and the roles and responsibilities of the service providers. It is important for ensuring consistency and efficiency in service delivery.

Question 13

The tangibles that make up the service, such as buildings, landscaping, vehicles, furnishings, signage, brochures, and equipment, comprise which element of the seven Ps of services marketing?

Accepted Answer

The physical environment, which includes the tangible aspects of the service setting, is one of the seven Ps of services marketing. This element can greatly impact a customer's perception of the service and their overall satisfaction with the experience.

Question 14

Unlike tangible goods, many services depend on ________, one of the seven Ps of services, for the creation and delivery of the customer service experience.

Accepted Answer

People are crucial to the creation and delivery of the customer service experience in many services. Service providers, such as doctors, hairstylists, and customer service representatives, interact directly with the customers and can greatly influence their perceptions of the service. Therefore, having the right people with the right skills and attitudes is essential to deliver high-quality services.

Question 15

Justin's is the ________ for a nut butter created by Justin Gold and now owned by Hormel.

Accepted Answer

Justin's is a brand name that identifies the nut butter created by Justin Gold and now owned by Hormel. A copyright is a form of intellectual property protection for original works of authorship, an operational identifier refers to a specific code or number used to identify a particular operation, a patent provides exclusive rights to an inventor for a limited period in exchange for disclosing their invention, and a label is a piece of paper or other material that is attached to a product to provide information about it.

Question 16

In the seven Ps of services marketing, process involves not only "what" is created but also

Accepted Answer

Process in services marketing involves the methods, systems, and procedures used to create and deliver the service, including how it is created. It encompasses the entire service delivery experience, from initial interactions with the customer to the final outcome. Therefore, the best answer is B ("how" it is created).

Question 17

Capacity management refers to

Accepted Answer

The answer of Capacity management refers to
...

Question 18

Integrating the service component of the marketing mix with efforts to influence consumer demand is referred to as

Accepted Answer

Capacity management involves aligning the service component with consumer demand to optimize resources and meet customer needs effectively.

Question 19

Place or distribution is a major factor in developing a service marketing strategy because of the ________ of services.

Accepted Answer

Inseparability refers to the fact that services are produced and consumed simultaneously, making the distribution of services a critical aspect of a service marketing strategy. Unlike tangible products, services cannot be stored or transported easily, which further highlights the importance of considering place or distribution.

Question 20

All of the following are benefits to be stressed during the promotion of services except which?

Accepted Answer

Low price is not typically a benefit to be stressed during the promotion of services, as services often focus on quality, availability, and customer experience rather than just price.

Quiz 10: Managing Successful Products, Services, and Brands