Question 1

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

Accepted Answer

An augmented service is an additional service that enhances the core service, differentiating a firm from its competition and providing added value to customers.

Question 2

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.

Accepted Answer

The difference in the quality of the two haircuts is due to variability, which refers to the inconsistency in service quality that can occur when the same service is provided by the same person at different times.

Question 3

Which of the following is true of service marketers?

Accepted Answer

Service marketers need to effectively communicate the intangible benefits of their services to potential customers, often using strategies like testimonials, demonstrations, or guarantees to illustrate value.

Question 4

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

Accepted Answer

SERVQUAL is a service quality measurement tool developed by Parasuraman, Zeithaml, and Berry in 1985. It measures consumers' perceptions of service quality across five dimensions: reliability, responsiveness, assurance, empathy, and tangibles.

Question 5

Gina's Nail Salon is serious about pleasing its customers.Employees are trained to immediately and pleasantly respond to any customer complaints,and they are empowered to offer discounts and free add- ons to customers who believe they have received anything less than the best service.Gina's Nail Salon focuses on .

Accepted Answer

Gina's Nail Salon focuses on quick service recovery by training employees to respond immediately and pleasantly to customer complaints and offering discounts and free add-ons to ensure customer satisfaction.

Question 6

Michelle and Christie own a store specializing in vintage clothing from the 1960s and 1970s.They are interested in learning their consumers' perceptions of service quality.A friend suggested they use the ,which identifies five dimensions of service quality,to gauge how their customers feel about the service quality offered by the store and its employees.

Accepted Answer

SERVQUAL scale is a tool used to measure service quality by identifying five dimensions of service quality: reliability, responsiveness, assurance, empathy, and tangibles.

Question 7

Banking,music,travel,and dating are all examples of _ .

Accepted Answer

These are examples of web services as they are provided over the internet and involve digital interactions.

Question 8

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 _.

Accepted Answer

The campaign is promoting New York City as a destination, which is an example of place marketing.

Question 9

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

Accepted Answer

There is a gap between the established quality standards set by the employer and the actual service delivery by the employees.

Question 10

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.

Accepted Answer

The responsiveness dimension of the SERVQUAL scale measures the willingness of employees to help customers and provide prompt service, which aligns with the store's focus.

Question 11

A hotels and resorts 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.

Accepted Answer

The training program is likely designed to address the issue of inseparability, which refers to the fact that services are produced and consumed simultaneously, and the quality of the service encounter can be heavily influenced by the employee's performance. By training employees in different service scenarios, the company aims to ensure consistent and high-quality service delivery.

Question 12

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 examples of the _ approach.

Accepted Answer

The pure selling approach involves actively promoting and selling a product or service to potential buyers until a positive response is received, which aligns with the agent's actions in presenting the actor's qualifications to production companies.

Question 13

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

Accepted Answer

An amusement park is an equipment-based service because it relies heavily on machinery and equipment, such as rides and attractions, to provide the service.

Question 14

Facility exteriors and interiors are part of .

Accepted Answer

Facility exteriors and interiors are part of the servicescape, which refers to the physical environment where a service is delivered and where the firm and customer interact.

Question 15

Political candidates often hire image consultants who tell them what clothes to wear,how to wear their hair,and how to act in front of a crowd of people.Political candidates who use image consultants to help them market themselves to the voters are using which of the following strategies?

Accepted Answer

Political candidates using image consultants to enhance their appearance and behavior are engaging in product improvement, as they are refining their personal "product" to appeal more effectively to voters.

Question 16

Hillary wants to be an author.She has sent a manuscript she wrote to an agent who will critique the manuscript and tell Hillary if her work is marketable.Because Hillary does not know if her work is marketable,she has decided to accept whatever the agent,who is an expert in the field,says as true.In this respect,the agent's opinion has a quality.

Accepted Answer

Credence refers to the trust or belief in the expertise or judgment of someone, in this case, the agent's opinion on the manuscript's marketability.

Question 17

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

Accepted Answer

The answer of Which of the following accounts for the...

Question 18

Service _ means that customers cannot see,hear,or smell good service.

Accepted Answer

Intangibility refers to the characteristic of services that they cannot be seen, heard, or smelled, unlike physical goods.

Question 19

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

Accepted Answer

Intangible services are services that cannot be physically touched or held, such as insurance, television programs, and college educations.

Question 20

An advertisement for the Blue Ridge Parkway (a highway)that runs from the Shenandoah Valley to the Smokey Mountains describes the highway as a "trip back in time." This is an example of .

Accepted Answer

The advertisement is promoting a specific location, the Blue Ridge Parkway, which is an example of place marketing.

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

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