Question 1

Assuming the following information in a capacity management report from a well-known carrier in the airline industry will not change in the near future,what actions would you recommend that the carrier take? The yield is 9.83 cents,load factor is 82.1 percent,and operating expense is 8.28 cents.

Accepted Answer

Assuming yield and operating expenses will not change,you should recommend that the carrier consider revising its flight schedules to better accommodate travelers' needs and advertise these changes.See Applying Marketing Metrics.

Question 2

In a capacity management report from a well-known carrier in the airline industry,the yield is 9.83 cents,load factor is 82.1 percent,and operating expense is 8.28 cents.The revenue generated by each seat flown one mile is

Accepted Answer

Yield is the revenue generated by each seat flown one mile and is reported as 9.83 cents.See Applying Marketing Metrics.

Question 3

The key technological elements of future services include mobility and

Accepted Answer

The key technological elements of future services include mobility and personalization.

Question 4

Airlines feature load factor as a ________ measure on their marketing dashboards.

Accepted Answer

Airlines feature load factor as a capacity management measure on their marketing dashboards.See Applying Marketing Metrics.

Question 5

The trend toward sustainability and "green" business practices has expanded to include many services as they strive to

Accepted Answer

A growing interest in sustainability and "green" businesses is also changing the services industry.This trend began when consumers became aware of the environmental impact of many products.It has now expanded to include their assessment of services.

Question 6

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

Accepted Answer

Process refers to the actual procedures,mechanisms,and flow of activities by which the service is created and delivered.These steps involve not only "what" is created but also "how" it is created.

Question 7

Marketers for the LA Galaxy market what basic product?

Accepted Answer

The LA Galaxy is a Major League Soccer (MLS)team.

Question 8

Airlines feature load factor as a capacity management measure on their marketing dashboards,along with two other measures: the operating expense per available seat flown one mile and the revenue generated by each seat flown one mile,called

Accepted Answer

Airlines feature load factor as a capacity management measure on their marketing dashboards,along with two other measures;namely the operating cost per available seat flown one mile and the revenue generated by each seat flown one mile called yield.See Applying Marketing Metrics.

Question 9

In a capacity management report from a well-known carrier in the airline industry,the yield is 9.83 cents,load factor is 82.1 percent,and operating expense is 8.28 cents.From these details,the percentage of available seats flown one mile occupied by a paying customer is ________ percent.

Accepted Answer

Load factor is the percentage of available seats flown one mile occupied by a paying customer and is reported as 82.1 percent.See Applying Marketing Metrics.

Question 10

Capacity management refers to

Accepted Answer

Key term definition-capacity management.

Question 11

A(n)________ is very important to the process aspect of services because it helps identify steps that will ultimately lead to better service creation and delivery processes.

Accepted Answer

The customer contact audit can serve as a basis for ensuring better service creation and delivery processes.

Question 12

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

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

Question 13

The LA Galaxy's primary target market or "core fans" is

Accepted Answer

While the hard-core fans (primary segment)tend to be 18- to 34-year-old men,the team also appeals to these other (secondary)segments: kids and youth soccer teams,college students,families,the Latino community,trendsetting youth,and groups.

Question 14

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

Accepted Answer

Key term definition-capacity management.

Question 15

Service organizations must manage the availability of the offering,in part so that

Accepted Answer

Service organizations must manage the availability of the offering so that (1)demand matches capacity over the duration of the demand cycle (for example,one day,week,month,or year),and (2)the organization's assets are used in ways that will maximize the return on investment (ROI).

Question 16

The key technological elements of future services include ________ and personalization.

Accepted Answer

The key technological elements of future services include mobility and personalization.

Question 17

Many of the changes in the services industry in the future will be driven by which of these factors?

Accepted Answer

Many of the changes in the services industry in the future will primarily be driven by three factors-technological development,improved understanding of service delivery and consumption,and the social imperative for sustainability.

Question 18

An airline's load factor refers to

Accepted Answer

Airlines feature load factor as a capacity management measure on their marketing dashboards,along with two other measures;namely the operating cost per available seat flown one mile and the revenue generated by each seat flown one mile called yield.Load factor is the percentage of available seats flown one mile occupied by a paying customer.See Applying Marketing Metrics.

Question 19

In a capacity management report from a well-known carrier in the airline industry,the yield is 9.83 cents,load factor is 82.1 percent,and operating expense is 8.28 cents.From these details,the airline posted ________ per available seat flown one mile.

Accepted Answer

Operating loss per available seat flown one mile = [(9.83 cents × 82.1%)- 8.28 cents] = -0.2096 cents = a 0.21 cent loss.See Applying Marketing Metrics.

Question 20

Giving unauthorized free products or services to customers to inflate their customer satisfaction levels is referred to as

Accepted Answer

Service sweethearting is giving unauthorized free products or services to customers.It results in customer satisfaction levels that are inflated.

Quiz 12: Services Marketing