Question 1

Cable TV companies that offer subscribers different programming packages are:

Accepted Answer

Cable TV companies that offer subscribers different programming packages are creating tiered-value service offerings, meaning they are tiering their services and offering different levels of programming at different price points.

Question 2

Creating tiered-value service offerings is a strategy for:

Accepted Answer

Creating tiered-value service offerings helps manage customer expectations by clearly outlining what services are included at each level and what customers can expect to receive based on the different tiers.

Question 3

Josh's teachers describe him as a mathematical genius.His parents did not get any education after high school.They have hired Josh a tutor even though they do not understand why Josh needs to understand string theory and quantum physics.The tutoring that Josh receives has a high degree of _____ for Josh's parents.

Accepted Answer

The answer of Josh's teachers describe him as a mathematical...

Question 4

Parking for travelers flying out of Hartsfield-Jackson International Airport in Atlanta is difficult,even for those who have the time to look.For those arriving at the airport with only time enough to catch their flight,parking was truly a nightmare until the development of the GoldParker System,which guarantees a convenient parking place to its members.The system is extremely popular among business travelers and works just as advertised.By instituting the GoldParker System,Hartsfield's management has _______ to manage customer expectations.

Accepted Answer

The answer of Parking for travelers flying out of Hartsfield-Jackson...

Question 5

Which of the following is NOT one of the properties of intangibility that has been identified by the research of Banwari Mittal?

Accepted Answer

Banwari Mittal has identified nonsearchability, abstractness, incorporeal existence, and mental impalpability as properties of intangibility, but has not identified dynamic vs. static as a property.

Question 6

A chiropractor published a newspaper insert ad that contains almost 1,000 words and described in detail how he has helped patients who have been diagnosed with rheumatoid arthritis and other debilitating diseases to the point where they no longer have to rely on medication and no longer need to have any assistance when walking.The chiropractor is __________ to address service intangibility.

Accepted Answer

The answer of A chiropractor published a newspaper insert ad...

Question 7

Internet service providers that offer subscribers their choice of hook-up speed and type of spam blockers are:

Accepted Answer

By offering subscribers their choice of hook-up speed and type of spam blockers, internet service providers are creating tiered-value service offerings. This allows customers to choose the level of service that best fits their needs and budget.

Question 8

Cookies is a retail store where customers host parties for guests to bake and decorate cookies.The store offers customers their money back if the party experience is boring.Cookies is:

Accepted Answer

Cookies is offering a service guarantee to manage customer expectations by promising to refund their money if the party experience is boring. This shows that the store is willing to take responsibility for the quality of their service and is committed to providing a positive experience for their customers.

Question 9

The reason Kente chose to stay at a particular chain of bed & breakfast inns was because its website promises free breakfast at any inn that did not offer a wake-up service.Yet when Kente stayed at one of the chain's inns,she was allowed to oversleep and missed an important sales call even though she had asked to be awakened at seven when she checked in.The inn manager told her that his hotel did not offer a wake-up service and apologized for her inconvenience.He did not offer her a free breakfast and Kente swore never to stay at the inns again.The chain of inns needs to:

Accepted Answer

The issue in this scenario is that the chain's website promises a service that is not actually available at all of its inns, leading to a miscommunication with the guest. The chain needs to coordinate its external communications better to ensure that its website accurately reflects the services available at each of its inns. This would prevent guests from having unrealistic expectations and feeling disappointed with their experience.

Question 10

Which of the following services is highest in incorporeal evidence?

Accepted Answer

Management consulting is a service that involves providing advice and expertise to clients. It is a highly intangible service that relies on the knowledge and skills of the consultant. This means that there is very little physical evidence of the service, making it the highest in incorporeal evidence. The other choices all have some form of physical evidence, such as the ATM machine, the movie theater building, the cruise ship, or the liquor store.

Question 11

Offering choices to the customer is a strategy for:

Accepted Answer

Managing customer expectations is a key strategy in service delivery, where offering choices can help align what customers expect with what the service can realistically provide, thereby enhancing customer satisfaction.

Question 12

Which of the following products has the highest degree of nonsearchability?

Accepted Answer

Massage therapy has the highest degree of nonsearchability because it is a service that cannot be evaluated for quality or suitability before purchase and use, unlike tangible products or foods that can be seen or sometimes sampled beforehand.

Question 13

Which of the following statements about the Banwari Mittal's properties of intangibility is true?

Accepted Answer

Banwari Mittal's property of intangibility includes mental impalpability, meaning that the service cannot be experienced through the senses. MRIs and CAT scans are examples of services that are mentally intangible as they cannot be perceived through touch, sight, taste, smell, or hearing. Therefore, option E is the correct answer. The other options are incorrect as they do not accurately describe the property of intangibility as defined by Banwari Mittal.

Question 14

A commercial for Carnival Cruises shows a group of friends scuba diving,rock climbing,dancing,and having a really great time.Which strategy for tangibilization is Carnival using in this commercial?

Accepted Answer

The commercial uses visualization, as it shows people engaging in various activities on a Carnival cruise to help potential customers physically imagine and picture themselves having fun on the ship.

Question 15

The four strategies of tangibilization proposed by researchers Leonard Berry and Terry Clark are:

Accepted Answer

The four strategies proposed by Berry and Clark are association, physical representation, documentation, and visualization. None of the other answer choices match these exact strategies.

Question 16

By guaranteeing that all participants in its dance classes will be able to do the foxtrot by the end of their first lesson or their money will be refunded,the Fred Astaire Dance Studio is:

Accepted Answer

The answer of By guaranteeing that all participants in its...

Question 17

Eddie Bauer,a catalog retailer,offers customers three different delivery options: 5 to 7 days via standard delivery; 3 to 4 days via express delivery; or 2 days via express plus delivery.The delivery rates are higher for faster service.For example,on orders over $75 standard delivery is $9.95,express delivery is $15.95 and express plus delivery is S18.95.By offering different delivery options,Eddie Bauer is:

Accepted Answer

By offering different delivery options and clearly communicating the delivery rates and timeframes, Eddie Bauer is managing customer expectations. This allows customers to make an informed decision about how quickly they need their order delivered and how much they are willing to pay for that service.

Question 18

Which of the following is NOT a strategy a service provider would use if its goal were to manage customer expectations?

Accepted Answer

The answer of Which of the following is NOT a...

Question 19

Because a service is a performance,it often cannot be previewed or inspected in advance.This property of intangibility is known as:

Accepted Answer

The property of intangibility in a service means that it cannot be previewed or inspected in advance. Nonsearchability refers to the difficulty in searching for and evaluating a service before purchasing it.

Question 20

An advertisement for the Four Seasons Hotel featured Marlene Wei,a housekeeper at the Four Seasons Hotel in Chicago.Copy for the advertisement noted that "Marlene is the soul of concern.She cannot sleep well at night unless she is certain you will.Her mission is to enhance your personal comfort and,in turn your professional efficiency the following day".By featuring Marlene Wei in an advertisement,the Four Seasons Hotel is _______ to address service intangibility.

Accepted Answer

By featuring Marlene Wei, a service employee, in their advertisement, the Four Seasons Hotel is highlighting the human element of their service and addressing the intangibility of their service. This helps to make their service more tangible and relatable to potential customers.

Quiz 14: Integrated Service Marketing Communications