Deck 10: Services and Other Intangibles: Marketing the Product That Isnt There

Question 1

A Colorado ski resort opens its mountain ski trails during the summer months for the recreational enjoyment of mountain bike riders.The resort is doing which of the following?

A)using disintermediation
B)using total quality management (TQM)
C)using capacity management
D)maintaining the core service
E)using gap analysis

Answer 1

C

Question 2

Service ________ means that a service can only take place at the time the service provider performs it on either the customer or the customer's possessions.

A)inseparability
B)personalization
C)variability
D)intangibility
E)creativity

Answer 2

A

Question 3

Which of the following statements about the service encounter is true?

A)The quality of service delivered by a company is only as good as its best employee.
B)The customer plays a minimal role in the quality of the service encounter.
C)An employee's actions,words,and physical appearance do not represent the organization.
D)The quality of information provided by the customer does not affect the quality of the service encounter.
E)The service encounter has a social dimension and a physical dimension.

Answer 3

E

Question 4

Which of the following is NOT a way that marketers classify services?

A)services performed directly on the customer
B)services performed directly on the customer's possession
C)services performed indirectly on the customer
D)services consisting of tangible actions
E)services consisting of intangible actions

Question 5

Disintermediation is one method to address potential problems related to the ________ characteristic of services.

A)intangibility
B)responsiveness
C)perishability
D)personalization
E)inseparability

Question 6

A physician might deal with potential problems associated with the ________ characteristic of services by providing physical cues such as her medical diplomas hanging on the wall of the examining room.

A)intangibility
B)perishability
C)variability
D)inseparability
E)personalization

Question 7

The ________ is the interaction between the customer and the service provider.

A)supply-demand exchange
B)transaction point
C)service encounter
D)service program
E)service promotion

Question 8

Service ________ means that customers cannot see,touch,or smell good service.

A)perishability
B)variability
C)intangibility
D)responsiveness
E)inseparability

Question 9

The opportunities for ________ provided by the Internet have helped many companies in the financial services area address the problem of the inseparability of services.

A)capacity management
B)disintermediation
C)servicescape management
D)transactional marketing
E)critical incident management

Question 10

Four characteristics are used to differentiate services from goods.Which of the following is NOT one of those characteristics?

A)intangibility
B)perishability
C)variability
D)personalization
E)inseparability

Question 11

Which of the following is true due primarily to the inseparability of services?

A)Customers have to rely on reassuring physical cues that indicate quality service.
B)Service businesses cannot promise the same experience with every service encounter.
C)A service is produced and consumed at the same time.
D)It is impossible for service businesses to exactly match supply with demand.
E)It is difficult for service businesses to live up to guarantees.

Question 12

________ are acts,efforts,or performances exchanged from producer to user without ownership rights.

A)Tangibles
B)Services
C)Ideas
D)Brand extensions
E)Licenses

Question 13

Service ________ refers to the inevitable differences in a service provider's performance from one service encounter to the next.

A)inseparability
B)variability
C)personalization
D)responsiveness
E)intangibility

Question 14

________ is the process by which organizations adjust the supply of their services in an attempt to match demand.

A)Disintermediation
B)Capacity management
C)Total quality management
D)Just-in-time management
E)Augmented service management

Question 15

Service ________ means that a firm cannot store its services.

A)intangibility
B)perishability
C)inseparability
D)variability
E)personalization

Question 16

A customer got a great haircut at a salon and went back six weeks later to the same person to get a second haircut.This time,the customer received one of the worst haircuts of his life.The difference between the two haircuts are due to the ________ characteristic of services.

A)perishability
B)responsiveness
C)personalization
D)variability
E)inseparability

Question 17

A haircut,a manicure,and a pedicure are all examples of ________.

A)intangible services
B)tangible services
C)tangible goods
D)tangible possessions
E)intangible possessions

Question 18

Capacity management is one of the ways to meet potential problems related to the ________ characteristic of services.

A)intangibility
B)perishability
C)variability
D)inseparability
E)responsiveness

Question 19

Which of the following product offerings is intangible?

A)fish for an aquarium
B)refillable ink cartridges for a computer printer
C)a mink coat
D)a meal at a fast-food restaurant
E)a limousine ride

Question 20

Which of the following is NOT an example of a business service?

A)security
B)insurance
C)legal advice
D)raw material supply
E)cleaning

Question 21

Which of the following is the best example of an equipment-based service?

A)a tutoring service
B)an amusement park
C)a religious service
D)a dog-walking service
E)a car dealership

Question 22

Which of the following is NOT a category on the service continuum?

A)goods-dominated products
B)service-dominated goods
C)equipment-based services
D)facility-based services
E)people-based services

Question 23

Which of the following is NOT true of search qualities?

A)They may include style,price,or color.
B)They can be built into a service for customers to notice.
C)Intangible services are more likely to have them than are tangible goods.
D)They can be examined prior to purchase.
E)They may include smell and texture.

Question 24

Insurance,a television program,and a college education are all examples of ________.

A)tangible services
B)intangible services
C)tangible possessions
D)tangible goods
E)intangible goods

Question 25

Facility exteriors and interiors are part of ________.

A)the servicescape
B)disintermediation
C)the core service
D)the intangibles in a service exchange
E)place marketing

Question 26

A hospital that spends hundreds of thousands of dollars on lifesaving monitoring equipment demands that the seller provide in-service training on the equipment for its personnel.The hospital also expects the seller of the equipment to quickly respond any time the equipment needs maintenance.The monitoring equipment is an example of a(n)________.

A)goods-dominated product
B)service-dominated good
C)equipment-based service
D)facility-based service
E)people-based service

Question 27

Which of the following is true of service marketers?

A)They can always predict the consistency of service quality.
B)They can typically offer customers a free trial of the service.
C)They must identify ways of illustrating the benefits their service will provide.
D)They typically market a service the same way a product would be marketed.
E)They have no way to quantitatively measure service quality.

Question 28

The environment in which service is delivered is referred to as the ________.

A)service encounter
B)servicescape
C)commercescape
D)operational factor
E)locational factor

Question 29

The closer a product is to the tangible pole of the service continuum,the ________.

A)more emphasis there is on perishability
B)less emphasis there is on environmental factors
C)more emphasis there is on inseparability
D)more emphasis there is on credence qualities
E)less emphasis there is on service

Question 30

A service provider takes great care in creating a certain look for her storefront,selecting specific colors,lighting,and furnishings to create an inviting atmosphere.In doing so,the service provider is focused on ________ factors.

A)operational
B)credence
C)locational
D)environmental
E)supply

Question 31

Most cities have a variety of fast-food restaurant franchises .The proximity of these restaurants to densely populated neighborhoods and high-traffic shopping areas illustrates the importance of the ________ factor for equipment-based services.

A)operational
B)search
C)locational
D)augmentation
E)supply

Question 32

Home security services and accounting services are classified as ________.

A)tangible services performed on the customer
B)intangible services performed indirectly on the customer
C)tangible goods delivered to the customer
D)tangible services performed on the customer's possessions
E)intangible services performed on the customer's possessions

Question 33

Experience qualities are product attributes that customers can identify ________.

A)prior to consumption
B)only during consumption
C)only after consumption
D)both during and after consumption
E)before,during,or after consumption

Question 34

A marketer would be most likely to use which of the following to make sure that her company always comes up at or near the top of lists of typical search phrases related to her business?

A)an online reputation management service
B)a "scrub" service
C)search engine optimization (SEO)
D)total quality management (TQM)
E)SERVQUAL

Question 35

Carpet and furniture repair are classified as ________.

A)tangible services performed on the customer
B)tangible services performed on the customer's possessions
C)tangible goods delivered to the customer
D)intangible services performed on the customer
E)intangible services performed on the customer's possessions

Question 36

Self-improvement services such as those offered by wardrobe consultants and personal nutritionists are examples of ________.

A)service-dominated goods
B)goods-dominated products
C)equipment-based services
D)facility-based services
E)people-based services

Question 37

Which of the following accounts for the majority of complaints received by service businesses?

A)service providers failing to be reliable
B)exaggerated customer expectations
C)employees who fail to be empathetic
D)miscommunication during the service encounter
E)exaggerated management expectations

Question 38

According to the goods/services continuum,which of the following is the best example of a pure service provider?

A)a furniture retailer
B)a magazine publisher
C)a building contractor
D)a paper manufacturer
E)a teacher

Question 39

Which of the following is a product attribute that may be difficult to evaluate even after it has been experienced?

A)search quality
B)service quality
C)experience quality
D)credence quality
E)benefit quality

Question 40

A service offering that differentiates a firm from its competition and provides enhanced value is referred to as a(n)________.

A)core service
B)augmented service
C)environmental factor
D)operational factor
E)disintermediator

Question 41

Two successful service firms,American Express and Ritz-Carlton,have developed written service quality goals.This step was taken in an attempt to deal with any gap between ________.

A)consumer expectations and management perceptions
B)management perceptions and quality standards set by the firm
C)service quality standards and consumer expectations
D)service quality standards and consumer perceptions
E)expected services and needed services

Question 42

Which of the following is NOT true about the SERVQUAL scale?

A)SERVQUAL is not used in connection with gap analysis.
B)The SERVQUAL scale is usually administered in a survey format.
C)Firms often track SERVQUAL scores over time to measure how their service quality has improved.
D)SERVQUAL measures five dimensions of service quality.
E)The SERVQUAL scale remains a popular tool for measuring customer perception of service quality.

Question 43

Tangibles,reliability,responsiveness,assurance,and empathy are the five dimensions of service quality used in which of the following?

A)total quality management (TQM)
B)SERVQUAL
C)gap analysis
D)the critical incident technique
E)the market fulfillment approach

Question 44

Which of the following is a method for measuring service quality?

A)SWOT analysis
B)a market audit
C)break-even analysis
D)the critical incident technique
E)market fulfillment

Question 45

Which of the following is used to measure the difference between a customer's expectations of service quality and what actually occurred?

A)break-even analysis
B)SERVQUAL
C)the critical incident technique
D)gap analysis
E)SWOT analysis

Question 46

Which of the following involves analyzing very specific customer complaints?

A)SERVQUAL
B)total quality management (TQM)
C)gap analysis
D)the critical incident technique
E)servicescape

Question 47

When employees are not delivering customer service at the level specified by their employer,there is a gap between ________

A)consumer expectations and management perceptions
B)management perceptions and quality standards set by the firm
C)established quality standards and service delivery
D)expected services and needed services
E)service quality standards and consumer expectations

Question 48

Political consultants market politicians when they "package" candidates who then compete for "market share" as measured by ________.

A)purchases
B)market fulfillment
C)credence qualities
D)votes
E)social networking

Question 49

People,places,and ideas are all ________ that often need to be "sold" by someone and "bought" by someone else.

A)tangibles
B)goods
C)intangibles
D)values
E)benefits

Question 50

Agents who work to get their celebrity clients exposure on TV or perhaps a starring role in a movie are practicing ________.

A)idea marketing
B)relationship marketing
C)people marketing
D)social marketing
E)prestige marketing

Question 51

An agent for an actor presents a client's qualifications to potential movie production companies until one company responds positively to the actor.This is an example of the ________ approach.

A)product improvement
B)market fulfillment
C)total quality management (TQM)
D)pure selling
E)relationship marketing

Question 52

Which of the following is an instrument to measure consumers' perceptions of service quality?

A)total quality management (TQM)
B)capacity management
C)credence management
D)SERVQUAL
E)the service continuum

Question 53

Karen likes using the SERVQUAL scale to measure her clients' perception of the quality of her hair styling salon because it includes assessing ________,which involves the physical facilities and equipment and professional appearance of the stylists.These aspects are very important for the comfort of her clients.

A)tangibles
B)reliability
C)responsiveness
D)assurance
E)empathy

Question 54

The president of a fast growing company that manages retirement communities states that the degree of caring and individual attention the residents receive is the most important component of service quality for his company.The president would be most likely to focus on the results in which of the following dimensions of the SERVQUAL scale?

A)creativity
B)reliability
C)responsiveness
D)assurance
E)empathy

Question 55

A bank closing one of its branch locations at midday to balance transactions because it is efficient for the bank,even though it is not convenient for customers who want to do their banking during the lunch hour,is an example of a gap between ________.

A)established quality standards and service delivery
B)expected service and perceived service
C)consumers' expectations and management's perceptions
D)management's perception and quality standards set by the firm
E)service quality standards and consumers' perceptions

Question 56

A service firm communicating exactly what the customer can expect and what will happen if the company does not deliver on its promises will eliminate the gap between ________.

A)established quality standards and service delivery
B)established delivery standards and management perceptions
C)service quality standards and consumer expectations
D)consumer expectations and management perceptions
E)needed service and expected service

Question 57

Tony,a vice president of the St.Louis One Gateway Credit Union,decided to measure the customers' perceptions of the service quality of the Credit Union.He chose to use the SERVQUAL scale because it included the ________ component,which involves the knowledge and courtesy of employees,as well as their ability to convey trust and confidence.

A)empathy
B)responsiveness
C)assurance
D)reliability
E)creativity

Question 58

When communications accurately describe what service quality is provided and can be expected,and consumers are still less than satisfied with the service,there is a gap between ________.

A)consumer expectations and management perceptions
B)management perceptions and quality standards set by the firm
C)expected services and actual services
D)expected services and needed services
E)service quality standards and consumer expectations

Question 59

When using the SERVQUAL scale,a store focused on employee willingness to help customers and provide prompt service would likely pay the most attention to the results in the ________ dimension.

A)creativity
B)empathy
C)assurance
D)responsiveness
E)reliability

Question 60

Which of the following is NOT a potential major gap in a gap analysis?

A)the gap between established quality standards and service delivery
B)the gap between expected service and actual service
C)the gap between consumers' personal needs and expected service
D)the gap between consumers' expectations and management's perceptions of those expectations
E)the gap between service quality standards and consumers' expectations

Question 61

Christopher Messenger rents storage space to college students who go home for the summer but do not want to haul all of their property home and back.The business is profitable during the summer months,but when the storage space is unoccupied in the off-season,Christopher is losing money.What characteristic of service is most likely the source of Christopher's problem?

A)intangibility
B)perishability
C)personalization
D)variability
E)inseparability

Question 62

After the 2001 attack on the World Trade Center,New York City unveiled a new tourism advertising campaign with the slogan "The New York Miracle: Be a Part of It." This is an example of ________.

A)social marketing
B)idea marketing
C)people marketing
D)place marketing
E)service marketing

Question 63

According to the new dominant logic for marketing,________ is the central,or core,deliverable in every exchange.

A)value
B)prestige
C)service
D)the product
E)a relationship

Question 64

A TV commercial invites people to attend a service at a so-called "mega-church" that has a huge steel and glass structure with acres of parking.This is an example of ________.

A)idea marketing
B)people marketing
C)place marketing
D)the market fulfillment approach
E)the product fulfillment approach

Question 65

What strategy would a marketer most likely use to promote something that cannot be seen,has no smell,and cannot be felt?

A)idea marketing
B)place marketing
C)people marketing
D)relationship marketing
E)one-to-one marketing

Question 66

The new dominant logic for marketing suggests which of the following?

A)Goods will maintain their prominence in the marketplace.
B)One-to-one marketing will replace mass marketing.
C)The traditional distinction between services and goods will change.
D)Service will be the augmented deliverable for most products.
E)New strategies for marketing existing services must be developed.

Question 67

A religious organization marketing what is perceived as desirable behavior is implementing ________.

A)people marketing
B)the market fulfillment approach
C)the product improvement approach
D)idea marketing
E)organizational marketing

Question 68

Developing a new product to meet the minimum qualifications of an unmet need is integral to the ________ approach to marketing.

A)social
B)pure selling
C)product fulfillment
D)market fulfillment
E)product improvement

Question 69

________ strategies regard a city,state,country,or other locale as a brand.

A)Social marketing
B)Idea marketing
C)Place marketing
D)Service marketing
E)Green marketing

Question 70

Which of the following is NOT a trend that is expected to provide new opportunities for marketers?

A)changing demographics
B)declining levels of patriotism
C)technological advances
D)proliferation of information
E)globalization

Question 71

Many cities,states,and countries recognize that by using effective marketing strategies,they can increase vital tourism revenues and attract business investments needed for growth.This is an example of implementing ________.

A)idea marketing
B)social marketing
C)cultural marketing
D)place marketing
E)services marketing

Question 72

Which of the following is a service industry in the United States that is likely to see growth due primarily to demographic changes?

A)living assistance for seniors
B)babysitting services for baby boomers
C)health services for medical tourists
D)technology consulting for businesses
E)database services for businesses

Question 73

Idea marketing could be about all of the following EXCEPT which one?

A)gaining a market share for a concept
B)communicating a philosophy
C)encouraging a change in people's beliefs
D)encouraging a change in people's actions
E)promoting a specific product for profit

Question 74

A hotel and resort company launched a new employee program that includes intensive training in different service encounter scenarios.This training program is most likely designed to lessen the problems related to the ________ characteristic of services.

A)perishability
B)intangibility
C)creativity
D)inseparability
E)personalization

Question 75

According to the new dominant logic for marketing,________ make a relatively minor contribution to the value proposition.

A)services
B)products
C)relationships
D)prestige markers
E)quality attributes

Question 76

A TV commercial aimed at persuading viewers to use seatbelts while riding in a car is an example of ________.

A)people marketing
B)value marketing
C)services marketing
D)idea marketing
E)relationship marketing

Question 77

To reduce problems associated with the intangibility of the services offered by a restaurant,the restaurant owner would be most likely to do which of the following?

A)lower entree prices between 4 p.m.and 6 p.m.
B)provide clean tablecloths and cloth napkins for each new customer
C)empower employees to handle customer complaints
D)offer a service guarantee to ensure customers that food quality will be consistent
E)offer regular employee workshops focusing on customer service

Question 78

Jack was so enthusiastic about the band he saw performing at a local club last weekend that he persuaded a large group of friends to return to the club to hear the band on Thursday.Unfortunately,the band's Thursday performance was uninspired and at times off-key.The performance differences are due to the ________ characteristic of service.

A)perishability
B)variability
C)creativity
D)personalization
E)responsiveness

Question 79

Modifications to certain characteristics of what is being marketed are integral to the ________ approach.

A)pure selling
B)product improvement
C)market improvement
D)product fulfillment
E)market fulfillment

Question 80

People most commonly buy the services of a tattoo artist on the weekends.To encourage people to use their services on the weekdays,many tattoo artists adjust prices to influence demand.In other words,they use different prices to lessen the problems related to the ________ characteristic of services.

A)intangibility
B)inseparability
C)perishability
D)variability
E)responsiveness