Question 1

Just Relax Massage Therapists have a large customer base although they do very little advertising. Their promotion strategy relies mostly on

Accepted Answer

Just Relax Massage Therapists rely mostly on word of mouth to promote their business, meaning that their satisfied customers spread the word to their friends and family, who then become new customers. This is often the most effective form of advertising because people trust recommendations from people they know and already have a relationship with.

Question 2

Symbols such as the Travelers' Financial Services umbrella are designed to help customers overcome the ____ of services.

Accepted Answer

Symbols like the Travelers' Financial Services umbrella are used to help customers overcome the intangibility of services, making them more relatable and understandable by providing a visual or tangible representation.

Question 3

Using appointments or reservations for scheduling delivery of services is an attempt to address the ____ characteristic of services.

Accepted Answer

By using appointments or reservations, service providers can better manage the perishability characteristic of services by ensuring that resources are allocated efficiently and that there are no gaps in service delivery. This allows for a more systematic and organized approach to service delivery, reducing the risk of overbooking or underutilization of resources.

Question 4

A sign in a doctor's office waiting room says "Please be courteous of the others waiting with you." The doctor's office is trying to positively influence the ____ aspect of services.

Accepted Answer

The answer of A sign in a doctor's office waiting...

Question 5

Service marketers make promises to customers, suggesting that the customer place some degree of trust in the service provider. In this way, service marketers are trying to address the challenge of the service characteristic of

Accepted Answer

The challenge being addressed here is the characteristic of intangibility, which refers to the fact that services cannot be seen, touched, or felt in the same way as physical products. Therefore, service marketers must create a sense of trust and confidence in customers by making promises and communicating the value proposition of their service.

Question 6

Brittany recently moved to a new city and is trying to find a new mechanic to do maintenance and repair on her car. She visits several places to judge their overall appearance, cleanliness, and organization and finally chooses a mechanic. Brittany was trying to overcome the ____ aspect of services.

Accepted Answer

The intangibility aspect of services refers to the fact that services cannot be seen, touched, or tasted before they are purchased, making it difficult for customers to evaluate the quality of services. By visiting several places to judge their appearance, cleanliness, and organization, Brittany was trying to evaluate the tangibility aspect of the service, which falls under the intangibility aspect of services.

Question 7

What are the three primary ways that marketers deliver services?

Accepted Answer

The three primary ways that marketers deliver services are through service facilities (e.g. physical locations such as stores or offices), at the customer's home (such as home cleaning or delivery services) or from a distance (such as online services or telecommunication services).

Question 8

An American West Airlines flight from Dallas to Houston was full, and the tickets were more expensive than the almost-empty American West flight from Chicago to Phoenix. This is an example of what kind of service pricing?

Accepted Answer

This is an example of demand-based pricing, where the prices are determined by the demand for the service. In this case, the demand for the Dallas to Houston flight was higher compared to the demand for the Chicago to Phoenix flight, which resulted in higher ticket prices for the former.

Question 9

The heterogeneity characteristic of services provides marketers with tremendous opportunity to

Accepted Answer

The heterogeneity characteristic of services means that each customer's needs and preferences may vary. Therefore, customization of services to meet unique individual needs provides marketers with an excellent opportunity to differentiate themselves from competitors and provide superior value to customers.

Question 10

Prudential Insurance uses "the rock" symbol to communicate stability and security to customers. This is Prudential's attempt to help customers better understand its services by

Accepted Answer

Prudential's use of "the rock" symbol is an example of utilizing tangible cues to promote the service, in this case communicating stability and security.

Question 11

The marketing channels for services are usually

Accepted Answer

The answer of The marketing channels for services are usually
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Question 12

One way service businesses communicate a higher level of service quality to their customers is by having their employees be clean, sharp looking, and dressed in appropriate uniforms. This is a way to address the ____ characteristic of services.

Accepted Answer

The intangibility characteristic of services means they cannot be seen, tasted, felt, heard, or smelled before they are bought. By having employees be clean, sharp looking, and dressed in appropriate uniforms, service businesses are trying to provide tangible cues to communicate the quality of the intangible service they are offering.

Question 13

Compared to goods marketers, services providers are more likely to promote performance documentation, availability, guarantees, and

Accepted Answer

The answer of Compared to goods marketers, services providers are...

Question 14

In an attempt to attract customers, service marketers often promise great results and satisfaction to customers, but marketers should be careful not to

Accepted Answer

Promising too much can lead to customer expectations that cannot be met, resulting in dissatisfaction and negative word-of-mouth. It is important for service marketers to manage customer expectations and promise only what they can deliver.

Question 15

A first class airline ticket offers a ____ service of transportation as well as ____ services of drink and food service, special boarding rights, and extra customer service.

Accepted Answer

A first class airline ticket offers a core service of transportation (the main reason for purchasing the ticket) as well as supplementary services such as drink and food service, special boarding rights, and extra customer service. Therefore, B is the best choice.

Question 16

If a nonsmoker dines in a restaurant without a no-smoking section, then the overall quality of service experienced by the nonsmoking customer probably declines. This is an example of which of the following service characteristics?

Accepted Answer

The answer of If a nonsmoker dines in a restaurant...

Question 17

Which of the following service characteristics results in variability of service quality yet provides the opportunity for customizing services to match the specific needs of individual customers?

Accepted Answer

Heterogeneity, or the variability of service quality, allows for customization of services to meet the needs of individual customers. This is because each customer has unique preferences and requirements, and a heterogeneous service can be tailored to meet those specific needs. Homogeneity, on the other hand, refers to the consistency of service quality across different service providers, and does not allow for customization. Perishability refers to the fact that services cannot be stored for later use, while intangibility refers to the lack of physical presence or substance of services. Inseparability refers to the fact that services are produced and consumed simultaneously.

Question 18

Production and consumption of services must simultaneously occur due to the ____ characteristic of services.

Accepted Answer

Inseparability means that production and consumption of services occur simultaneously because the service cannot be separated from the individual performing the service or the customer receiving the service.

Question 19

Flo, the spokesperson in Progressive Insurance TV commercials, is used to symbolize friendliness, reliability, and knowledge of the company's products. The part Flo plays in the promotion is designed to address the ____ characteristic of services.

Accepted Answer

Flo is used to symbolize intangible qualities like friendliness and reliability, which are important for promoting service-based businesses like insurance.

Question 20

By installing automated check-in kiosks in some airports, airlines have increased production capacity and reduced the number of personnel. This results in a decrease in

Accepted Answer

Automated check-in kiosks reduce the amount of direct customer contact with airline personnel, as customers can check in and receive their boarding passes without interacting with a staff member.

Quiz 13: Services Marketing