Question 1

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 2

By installing ATMs,banks have increased production capacity and reduced the number of personnel.This results in a decrease in

Accepted Answer

By installing ATMs, banks have reduced the need for customer contact with personnel for simple transactions such as cash withdrawals or deposits. Therefore, the decrease in personnel leads to a decrease in customer contact.

Question 3

The heterogeneity characteristic of services provides marketers with tremendous opportunity to

Accepted Answer

The heterogeneity characteristic of services means that each customer has unique needs and preferences. This provides marketers with the opportunity to customize their services to meet those individual needs and create personalized experiences for each customer, leading to higher satisfaction and loyalty.

Question 4

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 (or variability) in service quality means that the same service can be provided differently depending on who is delivering it, when it is delivered, where it is delivered, and to whom it is delivered. This can result in inconsistency or unpredictability in service quality. However, heterogeneity also provides the opportunity for customizing services to match the specific needs of individual customers, which can lead to increased customer satisfaction and loyalty.

Question 5

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

Accepted Answer

Symbols like the Travelers' Financial Services umbrella are used to help customers overcome the intangibility of services, making them more relatable and understandable by providing a visual or tangible representation.

Question 6

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 to promote their services, indicating that their satisfied customers are spreading the word and generating repeat business. They may also have a webpage, but it is not stated to be a major factor in their promotion strategy. News stories, newspaper ads, and television ads are not mentioned at all.

Question 7

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

Service marketers make promises to customers because services are intangible, meaning that they cannot be seen, touched, or tasted prior to purchase. As a result, service marketers are trying to address the challenge of intangibility by providing assurances and making promises to customers in order to help them feel more confident in their purchase decision.

Question 8

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 9

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 10

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

Accepted Answer

The characteristic of services being perishable means that they cannot be stored, and must be produced and consumed at the same time. By using appointments or reservations, the service provider can better manage the production and consumption process, and ensure that they are able to provide the service at the designated time, minimizing the potential loss of revenue from perishability.

Question 11

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

This is an example of demand-based pricing, where the price of the ticket is determined by the demand for the service. Since the Dallas to Houston flight was full, the demand was higher and hence the tickets were more expensive compared to the almost-empty flight from Chicago to Phoenix.

Question 12

The marketing channels for services are usually

Accepted Answer

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

Question 13

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

By using a tangible symbol like "the rock," Prudential is emphasizing visual cues to help customers understand and feel the stability and security of their services. This is an example of using tangible cues in promoting the service.

Question 14

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 judge the appearance, cleanliness, and organization of the mechanics' physical facilities, which are tangible cues that can help her evaluate the intangible nature of the service. Intangibility is one of the four unique aspects of services, along with heterogeneity, perishability, and inseparability.

Question 15

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 raise customer expectations beyond what the company can actually deliver, ultimately leading to disappointment and dissatisfaction with the service. It is important for service marketers to make realistic promises and deliver on them to ensure customer satisfaction and retain their loyalty.

Question 16

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

A first class airline ticket offers a core service of transportation (primary function of an airline ticket) as well as supplementary services of drink and food service, special boarding rights, and extra customer service. Therefore, choice B is the best option as it differentiates between the primary and supplementary services offered. Choice A is incorrect as both transportation and drink/food service are essential functions of an airline ticket. Choice C is incorrect as the term "bundled" implies that the services are offered as a package deal, which may not be the case for all airlines. Choice D is incorrect as "complementary" implies that the extra services are given at no charge, which is not always the case for first class tickets. Choice E is incorrect as neither service is necessarily major or minor, they just serve different functions.

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

The answer of If a nonsmoker dines in a restaurant...

Question 18

Transamerica's pyramid-shaped building in San Francisco is used to symbolize strength,security,and reliability.This type of promotion is designed to address the ____ characteristic of services.

Accepted Answer

The characteristic of services being intangible means that they cannot be seen, touched, or tasted before purchase. Therefore, promoting a physical building as a symbol of strength and reliability is a way to make the intangible service more tangible and address the intangibility characteristic.

Question 19

Clean,sharp looking employees with appropriate uniforms help assure customers about service quality and therefore address the ____ of services.

Accepted Answer

Uniforms and appearance help to provide a tangible aspect to the otherwise intangible nature of services, addressing the intangibility of services.

Question 20

What are the three primary ways that marketers deliver services?

Accepted Answer

The three primary ways that marketers deliver services are through service facilities, at the customer's home, or from a distance (such as through telecommunications). Option E is the only one that includes all three of these methods. Option A only includes in-person, over the phone, or online, and Option C only includes at the customer's home, in-person, or by telecommunications. Options B and D do not accurately describe the primary ways that marketers deliver services.

Quiz 12: Services Marketing