Deck 2: Marketing Services and the Hospitality Experience

Question 1

The "physical environment" and the "physical product" are components of the hospitality product.

Answer 1

False

Question 2

Consistency of service is difficult in the hospitality industry because of the human-intensive nature of providing a service.

Answer 2

True

Question 3

The result of consuming all four components of the hospitality product is an experience.

Answer 3

True

Question 4

The "moment of truth" as detailed in the text refers to the instant when front line employees must be honest with their supervisors about customer needs.

Question 5

Management is marketing in the hospitality industry, which is further evidenced by the characteristic of simultaneous production and consumption.

Question 6

Any gaps in the other four measures will likely cause Gap #1.

Question 7

Inadequate marketing research is a reason for Gap #2.

Question 8

Market wide surveys are one way to close Gap #1.

Question 9

The four components of the hospitality product are separate and distinct with no interrelationships.

Question 10

Goods are intangible and perishable.

Question 11

One aspect of the marketing effort includes anticipating customers' needs by putting yourself in the customers' shoes and thinking like a customer.

Question 12

SERVQUAL is used to demonstrate where gaps occur in service delivery.

Question 13

The service environment is also known as the "servicescape."

Question 14

Heterogeneity of service refers to the variation and lack of uniformity in the service being performed.

Question 15

A good motto to remember when getting to know the customer is "the customer is always right."

Question 16

Many companies have tried to overcome the difficulties associated with heterogeneity by industrialization of service and implementing self-service technologies.

Question 17

There are six components of a service act.

Question 18

One of the differences between goods versus services is perishability.

Question 19

The issue of perishability is compounded by the fact that most goods have fixed capacity.

Question 20

Currently, the service sector generates over 3/4 of the gross domestic product(GDP) for the U.S.

Question 21

The degree to which the service experience can fall below expectations without resulting in any loss in customer satisfaction is known as the:

A) Zone of tolerance
B) Zone of acceptance
C) Service product
D) Physical product

Question 22

What is a Beer Stock Exchange?

A) A beer keg
B) Stock Marketers exchanging beer after work
C) Customers being informed of current food or drink prices through multi media displays
D) A college party with beer from Germany

Question 23

Services differ from goods in all of the following ways except:

A) Non-perishability
B) Intangibility
C) Simultaneity of production and consumption
D) Heterogeneity

Question 24

The creation of an experience, as outlined in the text using the example of the coffee bean, evolves from the following order of events:

A) Good, service, environment, commodity
B) Commodity, good, service, environment
C) Commodity, environment, good, service
D) Good, service, commodity, environment

Question 25

Service blueprints visually display the services by showing the processes of:

A) Service delivery
B) Mapping of organization structure
C) Roles of management
D) None of the above

Question 26

refers to how a customer of a service cannot touch or feel the service.

A) Intangibility
B) Emotional effect
C) Sensitivity
D) Perishability

Question 27

The GAP theory outlines potential gaps that may occur in between the problem and the solution.

A) Known aspects
B) Relays
C) Expectations
D) Prognostications

Question 28

Analyzing the dimensions of service quality is one way to close Gap # .

A) One
B) Two
C) Three
D) Four
E) Five

Question 29

The reasons for Gap #1 include:

A) Insufficient relationship focus
B) Lack of upward communication
C) Both A & B
D) None of the above

Question 30

Which of the following is not one of the components of the hospitality product?

A) Service product
B) Marketed product
C) Service delivery
D) Physical product

Question 31

When goods can be manufactured so that each time is the same is:

A) Heterogeneity
B) Repeats
C) Replicas
D) None of the above

Question 32

Goods are tangible, meaning the customer can them.

A) Feel
B) Examine
C) Touch
D) All of the above

Question 33

Perception is to the customer.

A) Reality
B) Deception
C) Nothing
D) Everything

Question 34

There are four components in the hospitality product. Which of the following does not belong?

A) Physical service
B) Service product
C) Service environment
D) Service delivery
E) Physical product

Question 35

Customers may also rely on the experiences of others to set their .

A) Trip plans
B) Expectations
C) Goals
D) Perceptions

Question 36

Goods are typically delivered through some component.

A) Product
B) Delivery
C) Marketing
D) Service

Question 37

The RATER system is an acronym that stands for all the following except:

A) Resources
B) Tangible
C) Reliability
D) Assurance
E) Empathy

Question 38

We are most concerned with gap five, because it is the proximate cause of all other gaps. Gap five is:

A) Gap between perceived service and actual service
B) Gap between service delivered and service promised
C) Gap between services expected by the customer and management's perceptions of customers' expectations
D) Gap between management's perceptions of customer expectations and service quality expectations
E) Gap between service quality specifications and service delivery

Question 39

There are service gaps.

A) Two
B) Three
C) Four
D) Five

Question 40

Which of the following is not a way to close Gap #1?

A) Focus groups
B) Service reviews
C) Mystery shoppers
D) Market wide surveys
E) All of the above are ways to close Gap #1

Question 41

The discussion of Gaps may or may not apply to customers from other countries because of their unique:

A) Behavioral differences
B) Ethnic identities
C) National identities
D) All of the above

Question 42

Management and marketing in hospitality are:

A) Separate and distinct entities, but both necessary
B) Often intertwined
C) Often upstaged by selling and promoting
D) Not relevant to each other based on services' simultaneous production and consumption

Question 43

What would you most expect to happen if all four components of the service are well executed?

A) Nothing; well-executed service is expected by the customer
B) The customer says, "Boy, this is a well managed hotel"
C) "Wow, they totally missed the mark on this one"
D) A or B

Question 44

An example of the service product is:

A) The written procedure that the front desk employee refers to when performing his duties
B) The physical employee working at the front desk
C) A front desk employee performing all of her duties as outlined in their procedure manual
D) The physical front desk, lamps, lighting and noises

Question 45

Discuss the 5 dimensions of service quality and how they would be incorporated into the check-in procedure.

Question 46

When discussing RATER, empathy refers to:

A) The firm's ability to take care of customers' needs
B) The firm's ability to remove anxiety about simultaneous production and consumption
C) The firm's ability to understand thoughts, feeling and experience of another person to communicate effectively
D) A firm's ability to make something tangible

Question 47

How is the marketing of services different from the marketing of goods? The marketing of services involves:

A) Heterogeneity
B) Perishability
C) Simultaneity of production and consumption
D) Intangibility
E) All of the above

Question 48

The service environment includes:

A) Spatial layout
B) Signs and symbols
C) Ambient conditions
D) A and B
E) All of the above

Question 49

Electronic locks on a hotel room door offer several benefits including a feeling of security. This example is best categorized as part of:

A) The service delivery
B) The physical environment
C) The service product
D) The service environment

Question 50

List the 5 gaps of the Gap model as developed in the text. For 3 of the gaps, provide a detailed example of why each Gap may occur.

Question 51

The Gap models are useful in tracing customer and .

A) Satisfaction, loyalty
B) Satisfaction, likelihood to return
C) Dissatisfaction, reasons for not returning
D) Satisfaction, dissatisfaction

Question 52

To demonstrate , a firm must deliver on its promise.

A) Assurance
B) Reality
C) Tangibility
D) Reliability
E) Empathy