Question 1

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

Accepted Answer

Credence qualities are those that are difficult for buyers to evaluate even after consuming the service. These may include things like the quality of medical care or legal advice, where the buyer may not have the expertise or knowledge to fully evaluate the service they received. Equipment, experience, search, and personal attention are not necessarily difficult for buyers to evaluate after consumption.

Question 2

Services cannot be seen, tasted, felt, or heard before they are bought. To reduce uncertainty, buyers will look for evidence of quality. They will draw inference about quality from place, people, and price they see. Therefore, the service provider's task is to "________."

Accepted Answer

The service provider's task is to manage the evidence that potential buyers will use to draw inference about quality. This means that the provider should carefully consider the physical environment, the appearance and behavior of their employees, and the pricing strategy in order to signal quality and reduce uncertainty for buyers.

Question 3

Which of the following would be an example of a "pure service"?

Accepted Answer

A pure service involves no tangible product being transferred from seller to buyer. A massage is a perfect example of this, as it is entirely a service-based offering without any physical product involved.

Question 4

Products can be high in search qualities. Which one of the following would be highest in search qualities?

Accepted Answer

Search qualities are attributes of a product or service that can be determined before purchase. An automobile has many attributes (like fuel efficiency, color, size, brand reputation, and price) that consumers can evaluate prior to purchase, making it highest in search qualities among the options provided.

Question 5

There are five categories of offerings for a service. It can be either a minor or a major component of the company's offerings. Which of the following categories consists of equal parts of goods and services?

Accepted Answer

The hybrid category consists of equal parts of goods and services, making it a balanced offering. The other categories have a dominance of either goods or services.

Question 6

Services differ as to whether they meet a personal need or a

Accepted Answer

Services can also meet a business need, which involves providing solutions or support to enhance business operations or objectives.

Question 7

One of the special features of services marketing is the provider-client interaction. This is defined as when the client is also ________ as the service is produced.

Accepted Answer

The correct answer is E because the provider-client interaction involves the client being present as the service is produced. This distinguishes services marketing from regular product marketing where the customer is not present during the production process.

Question 8

Which of the following would be an example of a "hybrid" service?

Accepted Answer

A restaurant is a hybrid service because it combines tangible products (food) with intangible services (dining experience).

Question 9

Service industries in Canada grew 8.4 percent between 2006 and 2010. Some service sectors grew even more; ________ grew at nearly 11 percent.

Accepted Answer

The answer of Service industries in Canada grew 8.4 percent...

Question 10

Service companies can try to demonstrate their service quality through physical evidence and

Accepted Answer

The answer of Service companies can try to demonstrate their...

Question 11

Some services are easy to evaluate by the consumer and others are not. Which one of the following would be considered high in credence qualities and thus hard to evaluate by the majority of consumers?

Accepted Answer

Medical diagnosis is considered high in credence quality because it is difficult for the consumer to evaluate the quality and accuracy of the diagnosis themselves, as they lack the necessary expertise in the area. The consumer must rely on the expertise of the medical professional for a correct diagnosis.

Question 12

Service companies try to communicate quality to their customers through physical evidence. For a restaurant, which of the following would play a key role in communicating the message "eat here" to customers' best?

Accepted Answer

Place is the best choice for a restaurant as its physical evidence is its location and appearance, which includes the exterior and interior design, lighting, and cleanliness, which can play a significant role in communicating quality and attracting potential customers.

Question 13

Manufacturers, distributors, and retailers can provide ________ services or simply excellent customer service to differentiate themselves.

Accepted Answer

Value-added services refer to additional services or features offered along with the main product or service, which enhances its value and attracts customers. Providing value-added services can help manufacturers, distributors, and retailers differentiate themselves from their competitors and also create a loyal customer base. Therefore, option B is the best choice. The options A, C, D, and E are not relevant in the context of the given statement.

Question 14

Services vary as to whether they are equipment-based or

Accepted Answer

The opposite of equipment-based services would be people-based services, which rely on human interaction to provide the service. The other answer choices do not provide a clear opposite or alternative to equipment-based services.

Question 15

A plumbing firm is considered a service firm since they are providing "services" to households and businesses. The service component then would fall into which one of the following categories of offerings?

Accepted Answer

The answer of A plumbing firm is considered a service...

Question 16

If we say that services cannot be seen before purchasing that is a customer must experience other clues to the service quality besides the tangible aspect, we are saying that a service is

Accepted Answer

The fact that services cannot be seen before purchasing indicates that they are intangible. Tangible aspects like packaging, branding, and physical products are absent in the case of services. Therefore, to judge the quality of a service, customers must rely on other cues such as personal interactions, reputation, word-of-mouth recommendations, and online reviews.

Question 17

Unlike physical goods, services are produced and ________ simultaneously.

Accepted Answer

Unlike physical goods which can be stored, services are usually consumed as soon as they are produced.

Question 18

Service industries are everywhere. They include government, private nonprofit, business sector, manufacturing sector, and the

Accepted Answer

The retail sector is the most appropriate option as it encompasses a wide range of service industries such as hospitality, food service, sales, customer service, and many more. The other options, insurance salespeople, seasonal workers, service factory, and temporary workers, are all specific subsets of the larger service industry and do not offer as broad of a representation.

Question 19

Services have distinctive characteristics that greatly affect the design of marketing programs. Which of the following relates to the fact that services cannot be seen, tasted, felt, heard, or smelled?

Accepted Answer

Intangibility refers to the fact that services cannot be experienced with the senses as they are not physical in nature. This characteristic poses a challenge for marketers, as it is difficult to convey the value of a service to potential customers, as they cannot physically see, touch, or feel it.

Question 20

Some services require that the client be present to conduct the service. An example of such a service is a

Accepted Answer

A medical operation requires the presence of the client, as it involves a physical procedure on their body. Fast-food restaurants, car repair, tax services, and vending machines do not necessarily require the client's presence for the service to be conducted.

Quiz 13: Designing and Managing Services