Question 1

Edinberry's, a restaurant located in south Texas, offers a variety of foods and entertainment opportunities to its customers. The restaurant is famous for fine steaks, spicy chili, exceptional barbecue and outstanding customer service. In order to Maintain the restaurant's reputation for putting the needs of the customer first, the Marketing manager at Edinberry's has developed marketing activities that are directed at the waiters and waitresses. These marketing activities are an example of ________ And are designed to help the restaurant employees to develop a market-orientation.
A)internal marketing
B)product development
C)service marketing
D)employee development

Accepted Answer

The marketing activities directed at the waiters and waitresses are designed for internal marketing. This is a process of marketing to the employees of an organization in order to keep them informed, motivated and satisfied, so they can serve the customers well. Internal marketing is crucial in developing a market-oriented organization, where employees are trained to always keep the customers' needs in mind.

Question 2

Just-in-time (JIT)inventory focuses on efficient and effective supply to customers. This is very similar to the concept of:
A)capacity management.
B)off-peak pricing.
C)idle production capacity.
D)gap analysis.

Accepted Answer

Just-in-time (JIT) inventory is focused on efficiently supplying customers and ensuring that inventory levels are not excessive. This is very similar to the concept of capacity management, which aims to make sure that resources are allocated efficiently to meet demand while avoiding excess capacity. Therefore, the best choice is A.

Question 3

Many service businesses use off-peak pricing, which consists of charging different prices during different times of the day or days of the week to reflect:
A)deviations from standard profit policies.
B)variations in demand for the service.
C)variations in costs of delivering service.
D)holidays and other special promotional events.

Accepted Answer

Off-peak pricing is used to reflect variations in demand for the service. By charging lower prices during low-demand periods, service businesses can attract more customers and make better use of their resources during times when they would otherwise be underutilized. This can help to increase overall revenue and profitability.

Question 4

Andrea Arena is the owner of 2 Places at 1 Time, a concierge company. She and her staff of 60 perform everyday services such as walking the dog, picking up cleaning, waiting for the repairman, and going to the post office for people who are too busy to perform these simple acts themselves. This is a strong service brand name because it suggests:
A)the company is a non-profit organization.
B)the benefits provided by the service.
C)the company is employee-owned.
D)the company has international experience.

Accepted Answer

The brand name "2 Places at 1 Time" suggests the benefits provided by the service, which is performing everyday tasks for busy individuals.

Question 5

A patient must be in a hospital to "buy" an appendectomy, and a guest must be in a hotel to "buy" an accommodation. To make the product/service component of the marketing mix available to the consumer, the service provider must manage demand. What is this called?
A)capacity management
B)customized service
C)timing
D)allocation of resources

Accepted Answer

Capacity management refers to the process of managing the availability of resources, including personnel and equipment, to meet the demand for a particular service. In the case of a hospital or hotel, capacity management would involve ensuring that there are enough staff and resources available to provide services to patients and guests as needed. This may involve scheduling appointments or reservations in advance, managing wait times, and adjusting staffing levels as needed to meet demand. Customized service, timing, and allocation of resources are all important components of capacity management, but the term itself specifically refers to the overall process of managing resources to meet demand.

Question 6

Place or distribution is extremely important to the managing services because of which unique characteristic of services?
A)inconsistency
B)inseparability
C)intangibility
D)inventory costs

Accepted Answer

Inseparability is the unique characteristic of services that makes place or distribution extremely important in managing services. Services cannot be separated from the provider and are therefore delivered at the point of consumption. This means that the location or distribution of the service is critical in providing convenience and accessibility to customers.

Question 7

Load factor is often used in marketing dashboards for airlines as a measure of:
A)customer contact
B)capacity management
C)differential value
D)idle production capacity

Accepted Answer

Load factor is a measure of how much of an airline's available capacity is being used. It is calculated by dividing the number of revenue passenger miles (RPMs) by the number of available seat miles (ASMs). This metric is important for capacity management as it helps airlines understand how efficiently they are utilizing their resources and whether they need to adjust their schedules or pricing strategies.

Question 8

Which unique characteristic of service has the most influence on pricing?
A)inseparability
B)intangibility
C)inconsistency
D)inventory costs

Accepted Answer

Intangibility has the most influence on pricing because services cannot be seen, tasted, felt, heard, or smelled before they are bought, making it difficult to assess their value and set a price.

Question 9

Before beginning each work shift at Lululemon, the manager conducts a quick training session and energy building exercise so the staff are both informed and energized to work the shift. This is an example:
A)internal analysis.
B)personnel management.
C)internal marketing.
D)employee development.

Accepted Answer

Internal marketing is the process of promoting a company's products or services to its own employees. In this case, the manager is using a quick training session and energy building exercise to promote the company's culture and values to the staff. This is an example of internal marketing because it is designed to motivate and engage the staff, which can lead to increased productivity and customer satisfaction.

Question 10

According to the textbook, the Internet and other global platforms has increased which aspect of the marketing mix for services?
A)promotional reach
B)advertising reach
C)pricing options
D)distribution reach

Accepted Answer

The Internet and other global platforms have significantly increased the distribution reach for services, allowing companies to offer their services to a global audience with relative ease.

Question 11

All of the following would be part of a service firm's customer experience management program except:
A)hiring
B)production efficiency
C)motivating employees
D)training

Accepted Answer

Production efficiency would not be part of a service firm's customer experience management program as it is a focus on operations and cost efficiency rather than directly related to the customer experience. The other three choices (hiring, motivating employees, and training) are all crucial components of a customer experience management program as they impact the quality of service provided to customers.

Question 12

GE sends its salespeople to an intensive two-week long training program before sending them out to the field. Further, every time a new product is launched they go on a two-day "product knowledge" retreat. This is an example of:
A)employee development.
B)internal marketing.
C)internal analysis.
D)personnel management.

Accepted Answer

The answer of GE sends its salespeople to an intensive...

Question 13

As a new patient at a local dentist, you arrive early for your appointment. You enter the lobby that seems to be dated from the 1960s! You head to the washroom and notice that it is not clean and the faucets are leaking. This dentist office needs to improve it's:
A)staff quality
B)branding
C)impression management
D)cleanliness

Accepted Answer

The overall impression of the dentist's office, including its cleanliness and maintenance, affects how patients perceive the quality and professionalism of the practice.

Question 14

An airport limousine service will meet people at their homes and deliver them to or bring them home from their local airport. Because demand is much higher before 9 a.m. and after 5 p.m. during weekdays, it must be concerned with:
A)image management.
B)inconsistency.
C)capacity management.
D)branding.

Accepted Answer

Capacity management is the best choice as it involves managing the availability of resources, such as vehicles and drivers, to ensure that demand can be met during peak hours. This is crucial for an airport limousine service as it needs to ensure it has enough capacity to handle the higher demand for its services during specific periods. Image management, inconsistency, and branding may also be important factors for the business, but they are not as directly related to managing capacity during peak hours.

Question 15

Social media is playing a significant part in marketing the service product of top companies. Interbrand found that__________ percent of service brands on the Interbrand List had a Facebook page, and __________percent use Twitter.
A)80; 85
B)100; 95
C)75; 75
D)90; 90

Accepted Answer

Interbrand's research indicated that 100% of service brands on the Interbrand List had a Facebook page, and 95% use Twitter, showcasing the widespread adoption of social media platforms for marketing purposes among top service brands.

Question 16

Cracker Barrel is a leader in the market of family restaurants located alongside major highways. Its marketing mix includes a down-home atmosphere, a shop through which customers pass on the way to and from the restaurant, a menu of American home cooking, and a friendly staff. Which aspect of the product component of the marketing mix will be particularly helpful to travelers looking for a place to eat lunch?
A)brand name and identifying logo
B)capacity management
C)pricing strategy
D)exclusivity

Accepted Answer

The brand name and identifying logo are crucial for travelers as they help in easily recognizing and locating the restaurant, especially when traveling on highways.

Question 17

According to the text, when designing the product element of the marketing mix for services, marketing managers should give special attention to:
A)packaging.
B)capacity management.
C)advertising.
D)branding.

Accepted Answer

The answer of According to the text, when designing the...

Question 18

All of the following are key elements of future services, except:
A)collaboration
B)standardization
C)mobility
D)convergence

Accepted Answer

While collaboration, mobility, and convergence are all key elements of future services, standardization is not necessarily a requirement for new or innovative services. In fact, sometimes lack of standardization can drive innovation or create competitive advantages.

Question 19

Another name for the steps in a service process is__________ _ .
A)service encounters
B)service spots
C)access points
D)path-crossing

Accepted Answer

Service encounters are the interactions between customers and service providers at each step of the service process.

Question 20

All of the following are correct statements about how firms are using social media to better serve customers, except:
A)switching to auto-generated responses
B)using Twitter to provide immediate answers to questions
C)conducting an online focus group using Facebook
D)using Facebook to post helpful user manuals

Accepted Answer

Switching to auto-generated responses is not a way firms are using social media to better serve customers. This would actually be a negative action as it would remove the personal touch and individualized attention that customers often prefer. The other options listed (using Twitter for quick responses, conducting online focus groups, and posting helpful content on Facebook) are all effective ways that firms are leveraging social media to improve customer service.

Quiz 12: Managing Services

Just-in-time (JIT) inventory focuses on efficient and effective supply to customers. This is very similar to the concept of:

Many service businesses use off-peak pricing, which consists of charging different prices during different times of the day or days of the week to reflect:

A patient must be in a hospital to "buy" an appendectomy, and a guest must be in a hotel to "buy" an accommodation. To make the product/service component of the marketing mix available to the consumer, the service provider must manage demand. What is this called?

Place or distribution is extremely important to the managing services because of which unique characteristic of services?

Load factor is often used in marketing dashboards for airlines as a measure of:

Which unique characteristic of service has the most influence on pricing?

Before beginning each work shift at Lululemon, the manager conducts a quick training session and energy building exercise so the staff are both informed and energized to work the shift. This is an example:

According to the textbook, the Internet and other global platforms has increased which aspect of the marketing mix for services?

All of the following would be part of a service firm's customer experience management program except:

GE sends its salespeople to an intensive two-week long training program before sending them out to the field. Further, every time a new product is launched they go on a two-day "product knowledge" retreat. This is an example of:

As a new patient at a local dentist, you arrive early for your appointment. You enter the lobby that seems to be dated from the 1960s! You head to the washroom and notice that it is not clean and the faucets are leaking. This dentist office needs to improve it's:

An airport limousine service will meet people at their homes and deliver them to or bring them home from their local airport. Because demand is much higher before 9 a.m. and after 5 p.m. during weekdays, it must be concerned with:

Social media is playing a significant part in marketing the service product of top companies. Interbrand found that percent of service brands on the Interbrand List had a Facebook page, and percent use Twitter.

According to the text, when designing the product element of the marketing mix for services, marketing managers should give special attention to:

All of the following are key elements of future services, except:

Another name for the steps in a service process is__________ _ .

All of the following are correct statements about how firms are using social media to better serve customers, except: