Question 1

The customers at Marielle's coffee shop want to grab a quick cup of coffee before boarding the commuter train into the city. The sign in the window promises ""Quick, In-and-Out Service,"" and usually Marielle's keeps that promise. But one morning, customers were frustrated when the staff behind the counter was more interested in gossiping about their social lives than in waiting on customers. Marielle's shop is suffering from a _____.

Accepted Answer

The scenario describes a delivery gap, where the actual service provided falls short of the promised service. The staff's behavior is causing frustration for customers and not fulfilling the promise of quick service.

Question 2

How can firm decrease the depth of the product mix?

Accepted Answer

By deleting products to realign resources, a firm can decrease the depth of the product mix, as it involves reducing the number of variations within a product line.

Question 3

Hugo, impressed by a popular NFL star's frohawk hairstyle, visits Angelo's Hair Salon to get the same hairstyle. The stylist at Angelo's is very good and gives Hugo the exact style that he wants. Having received good service, Hugo visits Angelo's three months later to get a mohawk hairstyle. This time, Hugo is not satisfied with the end result and decides not to come back to Angelo's again. Which of following aspects of a service is illustrated in this scenario?

Accepted Answer

The heterogeneity of services is illustrated in this scenario, as the quality of the service provided by Angelo's Hair Salon was not consistent. The first time, Hugo was satisfied with the service, but the second time he was not. This shows that services can vary in quality due to their unique nature and the involvement of human factors.

Question 4

Which of the following aspects is directly responsible for determining the zone of tolerance of customers?

Accepted Answer

The importance of each service quality dimension is directly responsible for determining the zone of tolerance of customers. The zone of tolerance refers to the range of service quality that customers are willing to accept and still be satisfied with a particular service. The importance of each service quality dimension varies among customers and is influenced by their individual needs and preferences. Therefore, it is important for businesses to identify which service quality dimensions are most important to their customers in order to determine their zone of tolerance and provide service that meets or exceeds their expectations.

Question 5

Marielle Farm sells bakery and dairy products in the U.S. It sells three varieties of cheese, six types of breads, four types of jams, five types of cookies, and eight different varieties of croissants. What is the breadth of Marielle's product mix in this scenario?

Accepted Answer

The breadth of a product mix refers to the number of different product lines a company offers. In this case, Marielle Farm offers five different product lines: cheese, breads, jams, cookies, and croissants.

Question 6

Empowerment of employees helps to address the delivery gap because:

Accepted Answer

Empowerment of employees allows them to make decisions and take action in real-time when service delivery problems occur. This can help to close the gap between customer expectations and actual service delivery.

Question 7

Lilli visits her hair stylist to get a haircut. Lilli wants to know how she would look after the haircut. Unlike a dress, Lilli cannot try a haircut before she gets it. Lilli's inability to get a partial haircut or a preview of it illustrates the _____ of a haircut.

Accepted Answer

The answer of Lilli visits her hair stylist to get...

Question 8

The service quality dimension of assurance refers to:

Accepted Answer

The service quality dimension of assurance refers to the knowledge of and courtesy by employees and their ability to convey trust and confidence. It includes aspects such as employee competence, credibility, trustworthiness, and security conveyed to customers.

Question 9

Tamika wants to buy a pair of shoes. She is not sure of the exact brand or the type of shoe that she wants to buy. She goes from one store to another trying on different shoes. She settles for a pair of Laurin sports shoes that cost $70 from Queen and Lavada. Laurin sports shoes represent _____.

Accepted Answer

Tamika's behavior indicates that she was looking for a specific type of shoe and was willing to actively search and compare options before making a purchase. This suggests that the Laurin sports shoes are a shopping product, which are goods or services that consumers will buy less frequently but will actively seek out and compare before making a purchase decision.

Question 10

_____ refers to customers' perceptions of how well a service meets or exceeds their expectations and is often difficult for customers to evaluate.

Accepted Answer

Service quality refers to customers' perceptions of how well a service meets or exceeds their expectations. It is often difficult for customers to evaluate because it is subjective and based on individual expectations and experiences.

Exam 1: Professional Certified Marketer