Question 1

Symbols such as the Travelers' Financial Services umbrella are designed to help customers overcome the ____ of services.

Accepted Answer

The symbol of the umbrella helps to overcome the challenge of intangibility, as financial services are usually intangible in nature and difficult to visualize or communicate to consumers.

Question 2

Brittany recently moved to a new city and is trying to find a new mechanic to do maintenance and repair on her car.She visits several places to judge their overall appearance,cleanliness,and organization and finally chooses a mechanic.Brittany was trying to overcome the ____ aspect of services.

Accepted Answer

Brittany was trying to overcome the intangibility aspect of services by judging the appearance, cleanliness, and organization of the mechanic shops. Services are intangible, which means that customers cannot touch, taste, or smell them before they purchase them. Therefore, customers rely on tangible cues such as appearance, cleanliness, and organization to judge the quality of services.

Question 3

The marketing channels for services are usually

Accepted Answer

The answer of The marketing channels for services are usually
...

Question 4

A first class airline ticket offers a ____ service of transportation as well as ____ services of drink and food service,special boarding rights,and extra customer service.

Accepted Answer

Core services refer to the essential services provided by the airline, which in this case is transportation. Supplementary services are additional services provided to enhance the customer experience, such as drink and food service, special boarding rights, and extra customer service. Therefore, a first-class airline ticket offers core services of transportation as well as supplementary services of drink and food service, special boarding rights, and extra customer service.

Question 5

A sign in a doctor's office waiting room says "Please be courteous of the others waiting with you." The doctor's office is trying to positively influence the ____ aspect of services.

Accepted Answer

The answer of A sign in a doctor's office waiting...

Question 6

What are the three primary ways that marketers deliver services?

Accepted Answer

The three primary ways that marketers deliver services are through service facilities (such as restaurants, banks, or healthcare clinics), at the customer's home (such as housecleaning or plumbing services), or from a distance (such as online or over the phone). These are all covered under answer choice E. The other answer choices do not accurately capture the primary ways that marketers deliver services.

Question 7

An American West Airlines flight from Dallas to Houston was full,and the tickets were more expensive than the almost-empty American West flight from Chicago to Phoenix.This is an example of what kind of service pricing?

Accepted Answer

The pricing is based on demand, as the tickets for the Dallas to Houston flight were more expensive because the flight was full, while the almost-empty Chicago to Phoenix flight had lower prices.

Question 8

Which of the following service characteristics results in variability of service quality yet provides the opportunity for customizing services to match the specific needs of individual customers?

Accepted Answer

Heterogeneity refers to the variability of service quality, which means that the level of service received by different customers can differ due to factors such as employee performance, customer requirements, and environmental factors. However, this variability also provides the opportunity for customization and personalization of services to match the specific needs of individual customers.

Question 9

One way service businesses communicate a higher level of service quality to their customers is by having their employees be clean,sharp looking,and dressed in appropriate uniforms.This is a way to address the ____ characteristic of services.

Accepted Answer

The intangibility characteristic of services means they cannot be seen, tasted, felt, heard, or smelled before they are bought. By having employees be clean, sharp looking, and dressed in appropriate uniforms, service businesses are trying to provide tangible cues to communicate the quality of the intangible service they are offering.

Question 10

Using appointments or reservations for scheduling delivery of services is an attempt to address the ____ characteristic of services.

Accepted Answer

Perishability is the characteristic of services that refers to their inability to be stored or inventoried. Using appointments or reservations for scheduling delivery of services can help manage this characteristic by ensuring that the service is used at a specific time, rather than being wasted due to lack of demand.

Question 11

Compared to goods marketers,services providers are more likely to promote performance documentation,availability,guarantees,and

Accepted Answer

The answer of Compared to goods marketers,services providers are more...

Question 12

The heterogeneity characteristic of services provides marketers with tremendous opportunity to

Accepted Answer

Heterogeneity in services means that each customer may have unique needs and preferences. This allows marketers to customize their services to meet individual needs, which can lead to greater customer satisfaction and loyalty.

Question 13

In an attempt to attract customers,service marketers often promise great results and satisfaction to customers,but marketers should be careful not to

Accepted Answer

Promising too much can create unrealistically high expectations in customers which may ultimately lead to dissatisfaction when those expectations are not met. It is important for service marketers to strike a balance between making promises that they can deliver on and not overselling their services.

Question 14

Production and consumption of services must simultaneously occur due to the ____ characteristic of services.

Accepted Answer

Inseparability means that production and consumption of services occur simultaneously because the service cannot be separated from the individual performing the service or the customer receiving the service.

Question 15

Flo,the spokesperson in Progressive Insurance TV commercials,is used to symbolize friendliness,reliability,and knowledge of the company's products.The part Flo plays in the promotion is designed to address the ____ characteristic of services.

Accepted Answer

Flo is used to symbolize intangible qualities like friendliness and reliability, which are important for promoting service-based businesses like insurance.

Question 16

Service marketers make promises to customers,suggesting that the customer place some degree of trust in the service provider.In this way,service marketers are trying to address the challenge of the service characteristic of

Accepted Answer

The service characteristic being described in the question is intangibility, which refers to the fact that services cannot be seen, touched, or tasted before they are purchased. Service marketers must rely on promises and assurances to convince customers to trust them and choose their service over competitors. Perishability, heterogeneity, inseparability, and customer contact are also important service characteristics, but they are not the focus of this particular question.

Question 17

If a nonsmoker dines in a restaurant without a no-smoking section,then the overall quality of service experienced by the nonsmoking customer probably declines.This is an example of which of the following service characteristics?

Accepted Answer

Inseparability refers to the fact that services are produced and consumed simultaneously, and the presence of smoking affects the nonsmoker's experience, demonstrating how the service environment impacts the service quality.

Question 18

By installing automated check-in kiosks in some airports,airlines have increased production capacity and reduced the number of personnel.This results in a decrease in

Accepted Answer

Automated check-in kiosks reduce the amount of customer contact with airline personnel, since passengers can check themselves in without the need for staff assistance. Therefore, the decrease in customer contact is the best choice.

Question 19

Just Relax Massage Therapists have a large customer base although they do very little advertising.Their promotion strategy relies mostly on

Accepted Answer

Just Relax Massage Therapists rely mostly on word of mouth promotion strategy, which means that their current customers are spreading the word about their services to others. They have established a loyal customer base that is satisfied with their services and recommends them to others.

Question 20

Prudential Insurance uses "the rock" symbol to communicate stability and security to customers.This is Prudential's attempt to help customers better understand its services by

Accepted Answer

Prudential's use of "the rock" symbol is an example of emphasizing tangible cues, which is a strategy used to make the intangible service of insurance more concrete and understandable to customers. By using a symbol that connotes stability and security, Prudential is hoping to communicate these qualities to its customers and allay any fears or doubts they might have about the reliability of its services.

Quiz 13: Services Marketing