f17/mktg4300_quiz 4,5... · web view18) word-of-mouth communication networks are particularly...

SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .

Chapter 11) The ____ reflects the view that the intangible aspects of products are becoming the key features that

differentiate the products in the marketplace.

a.services marketingb.servuction modelc.service imperatived.benefit concepte.industrial management model

2) Which of the following businesses would be characterized as a pure service?

a.insuranceb.farmingc.miningd.engineeringe.There is no such thing as a pure service.

3) Which of the following sets of terms best describes a service?

a.objects, devices, and performancesb.effort, objects, and deedsc.things, devices, and performancesd.objects, devices, and thingse.deeds, effort, and performances

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4) On the scale of market entities, with tangible-dominant to the extreme left and intangible-dominant to the extreme right, investment management services would appear:a.to the extreme left.b.mid-left.c.in the middle.d.mid-right.e.to the extreme right.

5) The continuum that ranges from tangible-dominant to intangible-dominant is referred to as the:

a.services triangle.b.servuction model.c.scale of market entities.d.service-profit chain.e.Q continuum.

6) Businesses such as fast food restaurants would fall where along the scale of market entities?

a.on the extreme end of the intangible-dominant sideb.on the extreme end of the intangible-dominant sidec.in the middle of the continuumd.left of the middle towards the tangible-dominant sidee.right of the middle towards the intangible-dominant side

7) Which of the following fields would be least likely to be described as intangible-dominant?

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a.manufacturingb.educationc.insuranced.bankinge.engineering

8) Which of the following is an example of intangible-dominant?

a.a steakhouseb.car rental agencyc.a funerald.a magazine subscriptione.math tutoring

9) Which of the following statements is NOT true?

a.Consumers evaluate goods and services differently.b.Firms that define their businesses too narrowly by overlooking the service aspects have developed service marketing myopia.c.Goods are intangible-dominant.d.Consumers evaluate services based on the experiential aspects provided.e.The term product refers to both goods and services

10) The economic value of transforming goods into services is illustrated by paying:a.$7 for a cup of coffee in a five-star restaurant.b.$3 for a pound of coffee beans at the market.

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c.$6 to have your car washed.d.$7 to have your dog walked.e.$120 for a health checkup.

11) The ____ involves a pictorial representation of the relationship between the tangible and intangible elements of a firm's operation.

a.molecular modelb.servuction modelc.benefit conceptd.industrial management modele.market-focused model

12) Which of the following could NOT be included in the airline molecular model?

a.long-term parkingb.financing arrangementsc.rental car availabilityd.gate attendantse.baggage handlers

13) The encapsulation of the benefits of a product in the consumer's mind is called the:a.servuction model.b.benefit concept.c.service triangle.d.

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service-profit chain.e.scale of market entities.

14) According to the servuction model, factors that influence the customer's service experience include all of the following except:

a.price.b.contact personnel/service providers.c.other customers.d.servicescape.e.organization and systems.

15) Which of the following components of the servuction model is invisible to consumers?

a.servicescapeb.organization and systemsc.other customersd.contact personnele.service providers

16) A customer who notices dirty silverware and a dirty floor in his/her favorite restaurant and loses his/her appetite has been influenced by which of the following components of the servuction model?a.servicescapeb.organization and systemsc.other customersd.contact personnele.service providers

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17) Servicescape consists of which of the following features?

a.personal artifactsb.inanimate objectsc.signsd.ambient conditionse.all of these

18) The component of the servuction model over which most service firms have the least control is:

a.servicescape.b.organization and systems.c.other customers.d.contact personnel.e.service providers.

19) If an office did not schedule as many people as were needed during a busy period, which of the following components of the servuction model has negatively influenced the customer's experience?a.servicescapeb.organization and systemsc.other customersd.contact personnele.service providers

20) A customer attempted to pay his bill with his American Express credit card; however, the service firm did not accept American Express. Which of the following components of the servuction model negatively

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influenced the customer's experience?

a.servicescapeb.organization and systemsc.other customersd.contact personnele.service providers

21) Most people tend to associate this term with being "green" and protecting the environment.a.sustainabilityb.tangibilityc.intangibilityd.social responsibilitye.all of these

Chapter 31) Services are characterized by all of the following characteristics except:

a.intangibility.b.homogeneity.c.perishability.d.inseparability.e.heterogeneity.

2) Which of the following statements is false?

a.Services cannot be touched or seen in the same manner as goods.b.

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Consumer judgments about services tend to be more subjective than objective.c.Services are first produced, then sold, then consumed.d.Services tend to vary from one transaction to the next.e.Services cannot be inventoried.

3) Of the four unique service characteristics that distinguish goods from services, the one that is the primary source of the other three characteristics is:

a.intangibility.b.inseparability.c.homogeneity.d.perishability.e.heterogeneity.

4) Which of the following is NOT a marketing challenge posed by intangibility?

a.Services lack the ability to be stored.b.Services lack patent protection.c.Services are difficult to price.d.Services are difficult to communicate to consumers.e.Consumers are involved in the service production process.

5) Which of the following is a marketing challenge posed by intangibility?

a.Services have no costs of goods sold.b.The consumer is involved in the production process.

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c.Other consumers are involved in the production process.d.Service standardization and quality control are difficult to achieve.e.Centralized mass production of services is difficult.

5) The primary cost of producing a service is:

a.rent.b.overhead.c.cost of goods sold.d.labor.e.promotional expenses.

6) Possible solutions that minimize the problems caused by intangibility include all of the following except:a.the use of tangible clues.b.the effective management of consumers.c.the creation of a strong organizational image.d.the use of personal sources of information.e.the use of activity-based costing.

7) The unique service characteristic that reflects the interconnection between the service firm and its customer is called:

a.intangibility.b.inseparability.c.homogeneity.d.

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perishability.e.heterogeneity.

8) Marketing challenges posed by inseparability include all of the following except:

a.the physical connection of the service to the service provider.b.the involvement of the customer in the production process.c.the difficulty to achieve service standardization and quality control.d.the involvement of other customers in the production process.e.the challenge for the mass production of the service.

9) The fact that services are sold and then produced and consumed simultaneously is attributed to:

a.intangibility.b.inseparability.c.homogeneity.d.perishability.e.heterogeneity.

10) The centralized mass production of services is difficult due to:

a.inseparability.b.intangibility.c.homogeneity.d.perishability.e.

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heterogeneity.

11) Possible solutions that firms use to minimize the problems caused by inseparability include all of the following except:

a.the careful selection of service employees.b.the management of service consumers.c.the use of multisite locations to distribute services.d.the training of public contact personnel.e.appealing to market segments with different demand patterns.

12) The primary solution to overcome the centralized mass production challenges attributed to inseparability is:

a.the careful selection of service employees.b.the management of service consumers.c.the use of multisite locations to distribute services.d.the training of public contact personnel.e.appealing to market segments with different demand patterns.

13) The service characteristic that reflects the variation in consistency from one service transaction to the next is:

a.inseparability.b.intangibility.c.homogeneity.d.perishability.

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e.heterogeneity.

14) Which of the following statements pertaining to heterogeneity is false?

a.It is almost impossible for a service operation to achieve 100% perfect quality on an ongoing basis.b.Standardization and quality control are difficult to achieve.c.Customers always prefer customized services over standardized services.d.Customized services are generally more expensive than standardized services.e.15) It is easier to customize services than goods.

All of the following are advantages of standardized services except:a.they are less expensive.b.they meet the customer's exact needs.c.they are delivered faster.d.they are more consistent.e.none of these are exceptions.16) Solutions used to minimize the marketing problems attributed to heterogeneity include:

a.standardizing or customizing the service.b.using multisite locations.c.stressing tangible clues.d.appealing to different market segments with different demand patterns.e.using reservation systems.

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17) The unique service characteristic that deals specifically with the inability to inventory services is:

a.inseparability.b.intangibility.c.homogeneity.d.perishability.e.heterogeneity.

18) Complications attributed to perishability include all of the following except:a.services that are not sold when they become available cease to exist.b.the production and consumption of services cannot be separated by time and space.c.statistical sampling techniques are of little use in services.d.due to the lack of inventories, marketing and operations must work much closer together.e.products are sold at a transfer price from one department to another within the same company.

19) Which of the following scenarios is likely to lead to the highest level of customer dissatisfaction?

a.higher demand than maximum available supplyb.higher demand than optimal supply levelsc.lower demand than optimal supply levelsd.demand and supply at optimal levelse.All of these scenarios result in equal levels of customer dissatisfaction.

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20) A perishability-related strategy that increases the supply of services by forming a co-op with other service providers is referred to as:

a.complimentary service sharing.b.capacity sharing.c.expansion preparation.d.third-party utilization.e.nonpeak demand development.

21) The perishability-related strategy that may sometimes be associated with consumer feelings that the service firm may be attempting to distance itself from consumers is:

a.the use of reservation systems.b.training public contact personnel.c.the use of third-parties to conduct service transactions.d.increasing the amount of consumer participation.e.training public contact personnel and increasing the amount of consumer participation

22) Which of the following would NOT be considered a tangible clue?

a.the quality of instruction in an educational settingb.the appearance of employeesc.the appearance of the firm's physical facilitiesd.the smile on an employee's facee.the quality of paper stock use to produce a firm's brochures.

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Chapter 51) The place within an organization where its primary operations are conducted is called the:

a.the technical core.b.the organizational point.c.the factory.d.the main system.e.main terminal.

2) The strategy of breaking up large, unfocused plants into smaller units buffered from one another so that each can be focused separately is referred to as:

a.the perfect-world model.b.operations segmentation.c.the plant-within-a-plant concept.d.operations segregation.e.management by focus.

3) All of the following are examples of the technical core within an organization except the:

a.kitchen in restaurant.b.surgical room in a hospital.c.service bay at an auto repair facility.d.waiting area at a dentist's office.e.projection booth in a movie theater.

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4) Strategies to increase the efficiency of service operations include all of the following except:

a.buffering.b.smoothing.c.anticipating.d.rationing.e.allocating.

5) The strategy that resorts to triage when the demands placed on the system by the environment exceed its ability to handle them is referred to as:


6) The strategy that surrounds the technical core of the operation with input and output components is called:


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7) Which of the following is NOT one of the broad categories of strategies used to overcome the problems of service operations?a.isolating the technical coreb.production-lining the whole systemc.creating flexible capacityd.increasing customer participatione.maximizing the servuction system

8) The objective of decoupling is:

a.separating consumption in time and space.b.unbundling services so that they may be purchased separately.c.separating the technical core of the operation from the high customer contact areas of the firm so that efficiencies may be achieved.d.managing consumers so that they do not negatively influence one another's service experience.e.separating co-workers who, due to their differences, decrease the operational efficiency of the system.

9) Production-lining a service operation can be achieved through:

a.utilizing hard technologies.b.customizing services.c.utilizing soft technologies.d.meeting individual customer needs.e.utilizing hard and soft technologies.

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10) Which of the following is an example of decoupling?

a.using part-time employeesb.sharing capacity with another firmc.handling routine transactions by mail or emaild.cross-training employeese.offering discounts during non-peak times

11) Soft technologies refer to the:

a.personal touches that ultimately lead to customer satisfaction.b.flexible rules that can be bent to meet customer needs.c.guidelines that permit employee empowerment.d.hardware that facilitates the production of a standardized product.e.rules, regulations, and procedures that facilitate the production of a standardized product.

12) An automatic teller machine (ATM) is an example of:

a.production-lining.b.isolating the technical core.c.decoupling.d.creating flexible capacity.e.moving the time of demand.

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13) All of the following are examples of creating flexible capacity except:a.using part-time employees.b.sharing capacity with another firm.c.handling routine transactions by mail or email.d.cross-training employees.e.none of these are exceptions.

14) The most common mistake made when constructing a service blueprint is:

a.bottlenecks are not identified correctly.b.failure points are not identified correctly.c.the blueprint is one-sided − representing only the firm's perception of the process.d.script norms are misunderstood.e.the time frame for service execution is miscalculated.

15) Which of the following is NOT a step in the construction process of a service blueprint?

a.obtaining scripts from both customers and employeesb.segmenting customers based on the content of the scriptc.identify steps in the process where the system can go awryd.calculating the time frame for service executione.analyzing the profitability of the system

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16) A volume-oriented positioning strategy is achieved by:

a.increasing divergence.b.reducing divergence.c.increasing complexity.d.reducing complexity.e.unbundling the service.

17) The positioning strategy that increases divergence so that the operation can tailor the service experience to each customer is referred to as a:

a.niche positioning strategy.b.volume-oriented positioning strategy.c.specialization positioning strategy.d.penetration strategy.e.market diversification strategy.

18) A specialization positioning strategy is accomplished by:

a.increasing divergence.b.reducing divergence.c.increasing complexity.d.reducing complexity.e.bundling the service.

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19) The positioning strategy that increases complexity by adding more services and/or enhancing current services to capture more of the market is referred to as:a.niche positioning strategy.b.volume-oriented positioning strategy.c.specialization positioning strategy.d.penetration strategy.e.market diversification strategy.

20) Divesting an operation of different services and concentrating on providing only one or a few services in order to pursue a specialization position strategy is called:

a.increasing divergence.b.reducing divergence.c.increasing complexity.d.unbundling the service.e.divesting concentration.

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Chapter 71) The array of communication tools available to marketers including advertising, personal selling, publicity, sales promotions, and sponsorships are called:

a.the communication mix.b.the communication strategy.c.the impersonal sources.d.face-to-face sources.e.the noncommunication strategy.

2) The role of the firm’s communications strategy is to:

a.remind customers about the firm’s goods and services for the purpose of achieving organizational objectives.b.persuade employees for the purpose of achieving organizational objectives.c.inform stockholders regarding the firm’s organizational objectives.d.do all of these.e.do none of these.

3) The plan for differentiating the firm from its competitors in consumers' eyes is referred to as the firm's:

a.communication mix.b.positioning strategy.c.publicity plan.d.public relations position.e.target marketing.

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4) Differentiation approaches such as competence, courtesy, reliability, and responsiveness are forms of _____ differentiation.a.productb.personnelc.imaged.servicee.satisfaction

5) Differentiation approaches such as delivery, installation, customer training, consulting services, and repair are forms of _____ differentiation.

a.productb.personnelc.imaged.servicee.satisfaction

6) The appropriate communications content during the introduction stage of the product life cycle is:

a.informational.b.informational and persuasive.c.persuasive.d.persuasive and reminder.e.reminder.

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7) Which of the following is NOT a communications objective during the maturity and decline stages of the product life cycle?

a.Encourage repeat purchases.b.Provide an ongoing contact with customers.c.Create brand awareness.d.Express gratitude to the existing customer base.e.Confirm past purchase decisions.

8) Which one of the following communication approaches would be appropriate during the growth and maturity stages of the product life cycle?

a.informationalb.informational and persuasivec.persuasived.persuasive and remindere.reminder

9) When targeting users versus nonusers, which form of communication can be used more often with the former than the latter?

a.publicityb.advertisingc.service providerd.public relationse.sales promotions

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10) Service staff who are required to deal with customers quickly and effectively in “once only” situations where large numbers of customers are present are considered:

a.type 1 service staff.b.type 2 service staff.c.type 3 service staff.d.type 4 service staff.e.type 5 service staff.

11) The typical McDonald's employee who works the front counter would be considered:


12) A travel agent planning trips for clients would be considered:


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13) Consultants who need to have highly developed communication skills because of extended and complex interactions with customers would be considered:a.type 1 service staff.b.type 2 service staff.c.type 3 service staff.d.type 4 service staff.e.type 5 service staff.

14) Service staff that predominantly fill an operations role are considered:


15) What is the first step in managing the service communication process?

a.Select target markets.b.Establish communication objectives.c.Set communication budget.d.Formulate positioning strategy.e.Establish the message.

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16) Which of the following is NOT a SMART term?a.specificb.measurablec.achievabled.relevante.transformative

17) When demand for the service is infrequent and therefore the success of the communication strategy may not be realized until a later point in time, it is called the _____ effect.

a.halob.SMARTc.laggedd.target.e.sporadic

18) Word-of-mouth communication networks are particularly important for service firms because:

a.service customers tend to rely more on personal than nonpersonal sources of information.b.service firms only offer one brand of service.c.service firms can seldom afford to pay for promotional efforts.d.the inseparability of service performance.e.service customers tend to rely more on nonpersonal than personal sources of information

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19) The suggested communication strategy to use when the product is intangible dominant is to:

a.create an intangible image for the product.b.create awareness for the product.c.surround it with physical cues and tangible evidence.

d.make sure the product is in the evoked set of alternatives.e.differentiate the service product from service delivery.

20) The suggested communication strategy to use when the product is tangible dominant is to:

a.create an intangible image for the product.b.create awareness for the product.c.surround it with physical cues and tangible evidence.d.make sure the product is in the evoked set of alternatives.e.differentiate the service product from service delivery

21) The suggested communication strategy to use when the service firm is a restaurant that offers food and service is to:

a.create an intangible image for the service aspect.b.create awareness for the product.c.surround the physical product with tangible evidence.d.differentiate the service product from service delivery.e.use both abstract and concrete elements.

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22) Which of the following is NOT a recommended guideline for developing service communications?a.Tangibilize the intangible.b.Promise what is possible.c.Reduce consumer fears about variation in performance.d.Make the service more abstract.e.Feature the working relationship between provider and customer.

23) Prudential's "piece of the rock" is a good example of which of the following guidelines for developing service communications?

a.Tangibilize the intangible.b.Promise what is possible.c.Reduce consumer fears about variation in performance.d.Make the service more abstract.e.Feature the working relationship between provider and customer.

24) A firm that offers "service guarantees" is attempting to accomplish which of the following guidelines for developing service communications?

a.Tangibilize the intangible.b.Develop a word-of-mouth communication's network.c.Reduce consumer fears about variation in performance.d.Feature the working relationship between provider and customer.e.Encourage repeat purchases.

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25) The ____ is an overall favorable impression or unfavorable impression based on early stages of the service encounter.

a.cognitive dissonanceb.environmental stimulusc.visual pathwayd.halo effecte.technical service quality

26) The ____ refer(s) to printed materials through which the professional image of the firm can be consistently transmitted, including firm brochures, letterhead, envelopes, and business cards.

a.sales promotionsb.public relationsc.visual pathwayd.publicitye.encoding

27) The written “showpiece” for the firm should be its:

a.business cards.b.brochure.c.newsletter.d.billing materials.e.letterhead.

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28) The most important piece of regular communication with clients should be the firm’s:

a.business cards.b.brochure.c.newsletter.d.billing materials.e.letterhead.

29) Communication cues on which consumers base initial impressions include all of the following except:

a.the welcome letter.b.the company website.c.advertisements.

d.signage.

e.the firm’s reception area.

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Chapter 61) A buyer’s perception of value is considered a trade-off between:

a.product value and psychic cost.b.total customer value and total customer cost.c.image value and energy cost.d.service value and monetary cost.e.personnel value and time cost.

2) Total customer value consists of all of the following components except _____ value.

a.productb.servicec.imaged.timee.personnel

3) Total customer cost consists of all of the following components except _____ cost.

a.monetaryb.socialc.timed.psychice.energy

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4) Consumers exchange their money, time, and effort for the bundle of benefits the service offers. Economic theory suggests that consumers will have a(n) ____ that captures the value they place on these benefits.a.lower price thresholdb.reservation pricec.consumer surplusd.image valuee.product value

5) When pricing a service, the service provider should consider all of the following except _____ considerations.

a.demandb.costc.customerd.intuitivee.product

6) A consumer's price sensitivity will increase as:

a.the perceived number of substitutes increase.b.switching costs increase.c.the shared costs for the expenditure increase.d.the perceived unique value of the service increases.e.the customer's ability to build an inventory decreases

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7) A consumer’s price sensitivity will increase as:

a.the perceived number of substitutes decrease.b.switching costs increase.c.the shared costs for the expenditure increase.d.the perceived unique value of the service increases.e.the customer’s ability to build an inventory increases

8) A consumer’s price sensitivity will decrease as:

a.the perceived number of substitutes increase.b.switching costs increase.c.the shared costs for the expenditure decreases.d.the perceived unique value of the service decreases.e.the customer’s ability to build an inventory increases

9) A consumer's price sensitivity will decrease as:

a.the perceived number of substitutes increase.b.switching costs decrease.c.the shared costs with third parties increase.d.the perceived unique value of the service decreases.e.the customer's ability to build an inventory increases.

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10) Which of the following statements about the pricing of services (compared to the pricing of goods) is false?

a.The demand for services tends to be more elastic than the demand for goods.b.Cost-oriented pricing is more difficult for services.c.Comparing prices of competitors is more difficult for service consumers.d.Self-service is a viable competitive alternative.e.Consumers are less able to stockpile services by taking advantage of discount prices.

11) Which of the following statements about the pricing of services (compared to the pricing of goods) is true?

a.The demand for services tends to be more elastic than the demand for goods.b.Cost-oriented pricing is more difficult for services.c.Comparing prices of competitors is less difficult for service consumers.d.Self-service is not a viable competitive alternative.e.Consumers are more able to stockpile services by taking advantage of discount prices

12) The mental energy spent by customers to acquire a service is referred to as:

a.image costs.b.monetary price.c.energy costs.d.psychic costs.e.time costs.

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13) A willingness to pay more for a service because of the top-notch reputation of the company providing it is related to _____ value.a.psychicb.imagec.serviced.producte.personnel

14) If the goal of the pricing strategy is to reduce the amount of perceived risk associated with the purchase and appeal to target markets that value certainty, then the appropriate pricing strategy would be:

a.relationship pricing.b.price bundling.c.mixed bundling.d.efficiency pricing.e.flat-rate pricing.

15) All of the following are a form of satisfaction-based pricing except:

a.offering guarantees.b.benefit-driven pricing.c.flat-rate pricing.d.relationship pricing.e.none of these are exceptions.

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16) The pricing strategy that charges customers for services actually used as opposed to overall “membership” fees is:

a.relationship pricing.b.price bundling.c.benefit-driven pricing.d.flat-rate pricing.e.efficiency pricing.

17) The pricing strategy that is a form of relationship pricing is:

a.activity-based costing.b.price bundling.c.benefit-driven pricing.d.flat-rate pricing.e.efficiency pricing.

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18) The actual dollar price paid by the consumer for a product is _____ cost.

a.imageb.monetaryc.energyd.psychice.time

19) Like many services, the demand for medical care tends to be more ____ in that an increase in price does not greatly affect demand.

a.inelasticb.elasticc.tangibled.complementarye.sensitive

20) Effective service providers enhance the ____ value of services.

a.productb.servicec.imaged.timee.personnel

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21) Costs that are planned and are accrued during the operating period regardless of the level of production and sales are called _____ costs.

a.fixedb.direct variablec.averaged.marginale.future

22) Sheila saw the advertised price for carpet cleaning as too low and instead went with a higher-priced competitor. Sheila saw the price as a(n):

a.signpost.b.quality cue.c.reservation price.d.dual entitlement.e.adaptive price.

23) Charging customers different prices for essentially the same service is called:

a.price discrimination.b.supply and demand.c.aggregate pricing.d.substitutes.e.complementary.

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24) Adaptive pricing strategies include all of the following except:a.altering the product size.b.using new distribution channels.c.requiring purchase minimums.d.offering two-for-one deals.e.offering guarantees.

25) The technique that allows consumers to either buy Service A and Service B together or purchase one service separately is called _____ bundling.

a.long-termb.relations

c.mixedd.product

e.individual

26) Which pricing strategy encourages the customer to expand his/her dealings with the service provider?

a.relationship pricingb.efficiency pricing

c.benefit-driven pricingd.flat-rate pricinge.aggregate pricing

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Chapter 81) Which of the following is NOT a component of a service firm’s physical evidence?

a.parkingb.employee appearancec.billing statementsd.business equipmente.customer satisfaction

2) All of the following are components of a service firm’s physical evidence except:

a.exterior design.b.landscaping.c.firm brochures.d.signage.e.employee skill set.

3) Which of the following is NOT a major role of a service firm's physical evidence?

a.socializing employees and customersb.providing a means for differentiationc.providing a means for customer price comparisonsd.facilitating the flow of the service delivery processe.packaging the service

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4) One of the advantages of requiring employees to wear uniforms is that it reduces the customer’s perception of:a.intangibility.b.inseparability.c.heterogeneity.d.socialization.e.perishability

5) Which of the following is NOT an advantage of requiring employees to wear uniforms?

a.Uniforms identify the firm’s personnel.b.Uniforms help in controlling deviant members.c.Uniforms provide price expectations to customers.d.Uniforms imply a coherent group structure.e.Uniforms present a physical symbol that embodies the group’s ideals and attributes

6) ____ is the study of the use of physical evidence to create service environments and its influence on the perceptions and behaviors of individuals.

a.Ergonomicsb.Environmental psychologyc.Physicsd.Physical sociologye.Environmental anthropology

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7) The ____ model helps explain the effects of the service environment on consumer behavior.

a.servuction modelb.scale of market entitiesc.conceptual model of service qualityd.service blueprinte.stimulus-organism-response

8) The component of the SOR model that describes the recipient of the set of stimuli in the service encounter is:

a.stimulus receiver.b.organism.c.organizations.d.responder.e.stimuli receptor.

9) The emotional state that reflects the degree to which consumers and employees feel in control and able to act freely within the service environment is referred to as:

a.pleasure-displeasure.b.arousal-nonarousal.c.approach-avoidance.d.dominance-submissiveness.e.cognitive-physiological.

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10) Consumer responses to environmental stimuli are characterized by approach or avoidance behaviors. Consumer approach behavior is demonstrated by:

a.a desire to stay.b.a desire to explore and interact.c.a desire to communicate.d.feelings of satisfaction.e.all of these.

11) When developing servicescapes, firms recognize that their physical environment will affect employees and customers. This is due primarily to:

a.inseparability.b.intangibility.c.heterogeneity.d.perishability.e.socialization.

12) Which of the following is NOT an example of an ambient condition in a retail environment?

a.musicb.signsc.scentsd.lightinge.colors

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13) Ambient conditions will have the least effect on customer behavior in which of the following servicescapes?a.a bakery shopb.an air-conditioned hotel on a hot July dayc.an open five-story parking garaged.bookstore with an in-store coffee carte.a movie theater

14) In a(n) ____ environment, the service employees are physically present while customers are involved in the service production process at an arm’s length.

a.self-serviceb.vertical servicec.remote serviced.saleable servicee.interpersonal service

15) A(n) ____ is the customer's composite of mental images of the service firm's physical facilities.

a.internal response moderatorb.perceived servicescapec.cognitive responsed.emotional responsee.physiological response

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16) Consumers who seek convenience over price and personal attention are:

a.economic customersb.personalized customersc.apathetic customersd.ethical customerse.elastic customers

17) Cognitive responses to the firm’s servicescape include all of the following except:

a.beliefs or opinions.b.categorization.c.the inference of symbolic meaning.d.feelings of contentedness or anxiety.e.beliefs or opinions, and feelings of contentedness or anxiety.

18) The emotional states of pleasure-displeasure, arousal-nonarousal, and dominance-submissiveness are types of:

a.internal response moderators.b.holistic environments.c.individual behaviors.d.social interactions.e.physical environmental dimensions.

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19) Sam enters a new restaurant and finds it dimly lit and nicely furnished with soft music playing in the background. He immediately lowers his voice to a hush and uses his best table manners. This is an example of the cognitive response of:a.pleasure.b.peacefulness.c.symbolic meaning.d.beliefs.e.categorization

20) Consumer moods and attitudes are types of:

a.physiological customer responses.b.emotional customer responses.c.individual approach behaviors.d.internal response moderators.e.cognitive customer responses.

21) Consumer feelings of physical pleasure or discomfort are _____ responses.

a.physiologicalb.emotionalc.cognitived.psychice.emotional and psychic

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22) Which of the following senses conveys more information than any of the others?

a.sightb.soundc.scentd.touche.taste

23) The three primary visual stimuli that appeal to consumers on a basic level are:

a.harmony, contrast, and clash.b.size, shape, and color.c.blue, yellow, and green.d.red, blue, and green.e.violet, blue, and red.

24) The actual size of the firm's facility conveys meanings to the firm's target market. Which of the following most accurately describes customer perceptions regarding small facilities?

a.importantb.powerfulc.personald.successfule.stable

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25) Which of the following statements pertaining to colors is false?a.Hues are the actual colors such as red, blue, or yellow.b.Warm colors are perceived as aloof or formal.c.Children appear to favor brighter colors.d.Adults tend to favor softer tones.e.Dark colors make large empty spaces look smaller.

26) Which of the following statements pertaining to the location of the firm is false?

a.Location decisions should consider the amount of customer involvement necessary to provide the service.b.Low contact firms should consider moving sites that are closer to sources of supply, transportation and labor.c.The actual location of high-contact services should be as close to the street as possible.d.Parking should be considered when making site selection decisions.e.The firm’s facility should be compatible with its surrounding environment.

27) Which of the following statements regarding background music in a restaurant were found to be true?

a.Consumers spend more money when fast music is played.b.Customers are served faster when slow music is played.c.Customers run higher bar bills when slow music is played.d.Gross margins are higher when fast music is played.e.Customers are willing to wait longer for a table when fast music is played.

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28) Which of the following combinations are made up of all warm colors?a.red, blue, greenb.yellow, blue, violetc.red, yellow, greend.yellow, red, orangee.orange, blue, green

29) Which of the following colors is associated with coolness, shyness, dignity, and wealth?

a.redb.violetc.yellowd.orangee.green

30) All of the following statements are true except:

a.combinations of warm and cool colors can create relaxing, yet stimulating atmospheres.b.rooms painted in lighter colors tend to look smaller.c.lighter hues are popular for fixtures.d.darker hues are used as attention grabbers.e.too much violet may dampen consumer spirits.

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31) ____ encourage quick decisions and work best for businesses where low-involvement purchase decisions are made.a.Response moderatorsb.Scent appealsc.Warm colorsd.Sound appealse.Taste appeals

32) ____ are favored when the customer needs to take time to make high-involvement decisions.

a.Cool colorsb.Scent appealsc.Warm colorsd.Sound appealse.Taste appeals

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Chapter 91) The two primary roles that boundary-spanning personnel fulfill are:

a.sales and profit-production.b.sales and customer service.c.information transfer and representation.d.process flow and service.e.information transfer and profit production.

2) All of the following are boundary-spanners except:

a.classroom teachers.b.JC Penney customer service representatives.c.hospital nurses.d.Applebee’s servers.e.none of these are exceptions.

3) Which of the following is a type of conflict experienced by boundary-spanning personnel?a.precise-duty conflictb.channel conflictc.organization/client conflictd.inter-client conflicte.organization/client and inter-client

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4) Employees who feel that they are often caught in the middle between company rules and regulations and customer requests for services that are against company rules are experiencing which of the following types of conflict?a.person/role conflictb.channel conflictc.organization/client conflictd.inter-client conflicte.vertical conflict

5) When a lawyer feels a conflict between what she is asked to do and her own personality, orientation, or values she is experiencing _____ conflict.

a.person/roleb.channelc.organization/clientd.inter-cliente.horizontal

6) Initially, bank tellers were uncomfortable with their new task of selling services to customers. They viewed themselves as bank tellers and not salespersons. This is an example of which type of conflict?

a.precise-duty conflictb.channel conflictc.organization/client conflictd.inter-client conflicte.person/role conflict

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7) A Disney tram driver that is asked to break up a fight between a feuding couple is experiencing which of the following types of conflict?

a.person/role conflictb.channel conflictc.organization/client conflictd.inter-client conflicte.horizontal conflict

8) All of the following are behaviors by which service employees attempt to reduce their role stress except:

a.engaging the customer.b.engaging in a people-processing mode (robotism).c.using physical symbols in their office to regain some sense of control.d.engaging in service sabotage.e.none of these are exceptions.

9) Service personnel are influenced by their shared perception of the practices, procedures, and kinds of behaviors that get rewarded. That shared perception is referred to as:

a.empowerment.b.enfranchisement.c.service passion.d.the climate for service.e.production-lining.

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10) ____ gives discretion to front-line personnel to meet the needs of consumers creatively.a.Empowermentb.Enfranchisementc.Service passiond.Service climatee.Production-lining

11) Empowerment coupled with a performance-based compensation method is referred to as:

a.double empowerment.b.straight salary.c.enfranchisement.d.quota systems.e.straight commission.

12) All of the following are benefits associated with empowerment except:

a.empowered employees are more customer focused and quicker in responding to customer needs.b.empowered employees are more likely to respond in a positive way to service failures and to engage in effective service recovery strategies.c.empowered front-line employees gain a false sense of power, in turn aiding the customer.d.empowered front-line service employees can be key to new service ideas and a cheaper source of market research than going to the consumer directly.e.empowered employees tend to feel better about their jobs and themselves, which is automatically reflected in the way they interact with customers.

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13) Which of the following is an example of sensitivity training?

a.having new bus drivers spend their first week on the help desk instead of the busb.having store employees play roles of service representative and customerc.having hotel employees play roles of check-in clerk and hotel guest

d.presenting stereotypical examples of a customers from hell with suggestions for ways to deal with each typee.having airline employees meet with a counselor on a regular basis

14) Which of the following is NOT a cost associated with empowerment?

a.higher labor costsb.slower or inconsistent service deliveryc.decreased word-of-mouth advertisingd.excessive giveaways and bad decisionse.a perception of inequitable service treatment among customers

15) Which of the following types of interpersonal training provides stereotypes with which a service provider can categorize customers?

a.sensitivity trainingb.role-playingc.behavioral modelingd.red-tapinge.flexibility training

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16) Empowerment approaches fall along a continuum that ranges from control-oriented to involvement-oriented. Which of the following empowerment approaches is the most control-oriented?a.job involvementb.suggestion involvementc.high involvementd.enfranchisemente.contingency involvement

17) The empowerment approach that utilizes teams and allows employees to use a variety of skills with considerable latitude regarding lower-level decisions is:

a.job involvement.b.suggestion involvement.c.high involvement.d.production line approach.e.contingency involvement.

18) The empowerment approach in which service employees are trained to manage themselves is called:

a.job involvement.b.suggestion involvement.c.high involvement.d.production-line approach.e.contingency involvement.

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19) Which of the following customers needs to be “moved offstage” as quickly as possible?

a.Egocentric Edgarb.Badmouth Bettyc.Hysterical Haroldd.Dictatorial Dicke.Badmouth Betty and Hysterical Harold

20) Despite popular beliefs, the “Freeloading Fredas” of the world probably represent only _____ of all customers.

a.1% to 2%

b.3% to 4%

c.5% to 6%

d.7% to 8%

e.9% to 10%

21) Which of the following is NOT one of the seven tests of reward effectiveness?

a.availabilityb.flexibilityc.visibilityd.durabilitye.perishability

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22) Which of the following tests of reward effectiveness reflects the notion that if rewards are given to the wrong people for the wrong reasons, they should not be lifelong?a.availabilityb.flexibilityc.visibilityd.durabilitye.reversibility

23) Which of the following tests of reward effectiveness reflects the notion that rewards should be given immediately following desired behaviors?

a.availabilityb.flexibilityc.timelinessd.durabilitye.perishability

24) Which of the following tests of reward effectiveness reflects the notion that rewards should be tied to desired performance criteria?

a.availabilityb.flexibilityc.timelinessd.durabilitye.contingent

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25) Which of the following tests of reward effectiveness reflects the notion that rewards should be large enough for employees to take notice?

a.availabilityb.flexibilityc.timelinessd.durabilitye.contingent

26) Which of the following tests of reward effectiveness reflects the notion that rewards should be able to be given to anyone at anytime?

a.availabilityb.flexibilityc.timelinessd.durabilitye.visibility

27) One of the major lessons to learn from the service-profit chain is:

a.customer loyalty leads to customer satisfaction.b.firms must satisfy their employees in order for customer satisfaction to become a consistent reality.c.employee retention leads to employee satisfaction.d.the firm's profitability leads to customer satisfaction.e.revenue growth leads to customer satisfaction.

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28) The HR functions that together support the creation of a climate for service is referred to as the:a.concept strategy.b.service HR wheel.c.marketing wheel.d.service operation strategy.e.interdepartmental support.

29) Which of the following is NOT a broad category in the service HR wheel?

a.concept strategyb.control, reward, and evaluation strategyc.retention strategyd.recruitment strategye.training/development strategy

30) All of the following are roles of middle management except:

a.enable the front-line providers to focus on customers and not be distracted.b.manage the crises.c.move the roadblocks to good service out of the way.d.relieve pressure by doing some of the front-line work.e.invest in technology and ensure foundations are in place that allow the front-line teams to do their work.

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Chapter 121) ____ is an attitude formed by a long-term, overall evaluation of a firm’s performance.

a.Customer satisfactionb.Negative disconfirmationc.Positive disconfirmationd.Service qualitye.Customer retention

2) ____ is a short-term, transaction-specific measure.

a.Customer satisfactionb.Focus group interviewsc.Noncustomer researchd.Service qualitye.Customer retention

3) All of the following are part of the logic for the position that satisfaction assists consumers in revising service quality perceptions except:

a.Consumer perceptions of the service quality of a firm with which he or she has no prior experience is based on the consumer’s expectations.b.Subsequent encounters with the firm lead the consumer through the disconfirmation process and revised perceptions of service quality are formed.c.Once service quality perceptions are fixed, additional encounters with the firm have little bearing.d.Revised service quality perceptions modify future consumer purchase intentions toward the firm.e.The sum of a customer’s satisfaction over time with a single firm equals the customer’s service quality perception.

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4) The distance between a customer’s expectations of a service and the perception of the service actually delivered is called the _____ gap.

a.serviceb.knowledgec.standardsd.deliverye.communication

5) The firm’s increased research orientation and enhanced upward communication will assist the firm in decreasing which one of the following gaps?

a.knowledge gapb.standards gapc.delivery gapd.communications gape.confirmation gap

6) Understanding the customer is a critical step toward minimizing or completely eliminating the _____ gap.

a.knowledgeb.standardsc.deliveryd.communicationse.confirmation

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7) A hotel may feel that its customers prefer comfortable rooms, when, in fact, the majority of the hotel’s customers spend little time in their rooms and are more interested in on-site amenities such as the pool, spa, and restaurants. This hotel is suffering from a _____ gap.a.knowledgeb.standardsc.deliveryd.communicationse.confirmation

8) As a service organization’s hierarchy becomes more complex and more levels of management are added, the firm is more likely to experience a _____ gap.


9) The difference between what management perceives consumers to expect and the quality specifications set for service delivery is called the _____ gap.

a.knowledgeb.standardsc.deliveryd.communicationse.service

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10) The firm’s overemphasis on cost reduction and short-term profits will increase the size of the _____ gap.a.knowledgeb.standardsc.deliveryd.communicationse.confirmation

11) Management’s inability to translate what consumers want into a written business plan will increase the size of the _____ gap.


12) The difference between the quality standards set for service performance and the actual quality of the service performed is called the _____ gap.


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13) All of the following are factors influencing the delivery gap except:

a.research orientation.b.role ambiguity.

c.dispersion of control.d.inadequate support.

e.role conflict

14) Employee willingness to perform and employee-job fit are directly related to which of the following service quality gaps?

a.knowledge gapb.standards gapc.delivery gapd.communications gape.service gap

15) Minimizing the amount of role conflict and role ambiguity experienced by employees will help reduce the size of the _____ gap.


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16) The ____ gap is the difference between the service the firm promises to deliver through its external communications and the service it actually delivers to its customers.a.knowledgeb.standardsc.deliveryd.communicationse.service

17) When competing firms begin to overpromise in order to top one another, a ____ gap is likely to occur.


18) Which of the following statements pertaining to the SERVQUAL scale is correct?

a.SERVQUAL compares perceptions to what customers would normally expect.b.SERVQUAL is a 22-item scale.c.SERVQUAL consists of four service quality dimensions.d.SERVQUAL compares perceptions to what a customer should expect from a firm that delivers high-quality services.e.SERVQUAL consists of one in-depth and two sub-sections of questions.

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19) Which of the following is NOT one the five dimensions that is measured by the SERVQUAL scale?

a.tangiblesb.employee satisfactionc.responsivenessd.assurancee.empathy

20) All of the following statements pertaining to the SERVQUAL scale are correct except:

a.when the gap score equals zero, the customer is satisfied.b.the first section of questions asks respondents to record their experiences with excellent firms in the specific service industry.c.SERVQUAL consists of five service quality dimensions.d.SERVQUAL compares perceptions to what a customer should expect from a firm the delivers high-quality services.e.SERVQUAL is a 44-item scale.

21) The SERVQUAL dimension that measures consumer views of the firm's personnel and communications materials is the ____ dimension.

a.tangiblesb.employee satisfactionc.responsivenessd.assurancee.reliability

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22) Employees of excellent companies will be neat in appearance is a typical statement within the ____ dimension of the SERVQUAL scale.

a.tangiblesb.reliabilityc.responsivenessd.assurancee.reliability

23) The ____ dimension is an assessment of the firm's consistency and dependability in service performance.

a.tangiblesb.empathyc.responsivenessd.assurancee.reliability

24) Excellent companies will perform the service right the first time is a typical statement within the ____ dimension of the SERVQUAL scale.


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25) ____ refers to the service firm’s commitment to providing its services in a timely manner.

a.Tangiblesb.Empathyc.Responsivenessd.Assurancee.Reliability

26) The SERVQUAL assessment of a firm’s competence, courtesy to its customers, and security of its operations is the ____ dimension.

a.tangiblesb.employee satisfactionc.responsivenessd.assurancee.reliability

27) Excellent companies will have the customer's best interest at heart is a typical statement within the ____ dimension of the SERVQUAL scale.


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28) Which of the following is a major criticism of the SERVQUAL scale?

a.The questionnaire is too short to adequately assess the dimensions.b.The five service quality dimensions do not hold up under statistical scrutiny.c.The results do not predict consumer purchase intention.d.The perceptions section is of no real value.e.More emphasis should be placed on the expectations section.

29) _____ examine(s) the customer’s perspective of a firm’s strengths and weaknesses.

a.Customer researchb.Employee surveyc.Noncustomer researchd.Customer complaintse.Service quality survey

30) The SERVQUAL dimension that is typically noted as the least important by customers is the ____ dimension.


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31) The SERVQUAL dimension that is typically noted as the most important by customers is the ____ dimension.a.tangiblesb.empathyc.responsivenessd.assurancee.reliability

32) Which of the following is NOT a component of a service quality information system?

a.mystery shoppingb.customer retention interviewsc.after-sale surveysd.employee surveyse.total market service quality surveys

33) The component of a firm's service quality information system that is used specifically to assess employee performance is:

a.solicitation of customer complaints.b.customer focus group interviews.c.employee surveys.d.mystery shopping.e.total market service quality survey.

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34) The component of a firm's service quality information system that assesses the firm's and competitor's service quality ratings is:

a.solicitation of customer complaints.b.customer focus group interviews.c.employee surveys.d.mystery shopping.e.total market service quality survey.

35) Which of the following is NOT a key component that needs to be built into every service quality system?

a.listeningb.reliabilityc.servant leadershipd.individual playe.service design

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***** ALL REMAINING ITEMS ARE FROM PRIOR COURSE QUIZZES/F-EXAM *****

>>> SAME QUESTIONS FROM ABOVE MAY HAVE DIFFERENT CORRECT ANSWERS – STUDY EACH RESPONSE CAREFULLY <<<

1 Which of the following is NOT a marketing challenge posed by intangibility?a. Services are difficult to communicate to consumers.b. Consumers are involved in the service production process.c. Services are difficult to price.d. Services lack the ability to be stored.e. Services lack patent protection.

2 A travel agent planning trips for clients would be considered:a. type 1 service staff.b. type 2 service staff.c . type 3 service staff.d. type 4 service staff.e. type 5 service staff.

3 Total customer value consists of all of the following components except _____ value.a. imageb. timec. productd. personnele. service

4 Consumers exchange their money, time, and effort for the bundle of benefits the service offers. Economic theory suggests that consumers will have a(n) ____ that captures the value they place on these benefits.a. reservation priceb. consumer surplusc. product valued. lower price thresholde. image value

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5 Which of the following is an example of intangible-dominant?a. car rental agencyb. math tutoringc. a steakhoused. a funerale. a magazine subscription

6 Which of the following is NOT an advantage of requiring employees to wear uniforms?a. Uniforms provide price expectations to customers. b. Uniforms present a physical symbol that embodies the group's ideals and attributesc. Uniforms identify the firm's personnel.d. Uniforms help in controlling deviant members.e. Uniforms imply a coherent group structure.

7 When targeting users versus nonusers, which form of communication can be used more often with the former than the latter?a. service providerb. sales promotionsc. public relationsd. publicitye. advertising

8 Cognitive responses to the firm's servicescape include all of the following except:a. feelings of contentedness or anxiety.b. the inference of symbolic meaning.c. beliefs or opinions.d. beliefs or opinions, and feelings of contentedness or anxiety.e. categorization.

9 Complications attributed to perishability include all of the following except:a. statistical sampling techniques are of little use in services.b. the production and consumption of services cannot be separated by time and space.c. products are sold at a transfer price from one department to another within the same companyd. services that are not sold when they become available cease to exist.e. due to the lack of inventories, marketing and operations must work much closer together.

10 The suggested communication strategy to use when the product is intangible dominant is to:a. make sure the product is in the evoked set of alternatives.

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b. surround it with physical cues and tangible evidence.c. differentiate the service product from service delivery.d. create an intangible image for the product. e. create awareness for the product.

11 Marketing challenges posed by inseparability include all of the following except:a. the involvement of the customer in the production process.b. the challenge for the mass production of the service.c. the physical connection of the service to the service provider.d. the involvement of other customers in the production process.e. the difficulty to achieve service standardization and quality control.

12 The emotional state that reflects the degree to which consumers and employees feel in control and able to act freely within the service environment is referred to as:a. arousal-nonarousal.b. dominance-submissiveness. c. pleasure-displeasure.d. approach-avoidance.e. cognitive-physiological.

13 When pricing a service, the service provider should consider all of the following except _____ considerations.a. costb. intuitivec. productd. demande. customer

14 The component of the servuction model over which most service firms have the least control is:a. contact personnel.b. servicescapec. organization and systems.d. service providers.e. other customers

15 Service staff who are required to deal with customers quickly and effectively in "once only" situations where large numbers of customers are present are considered:a. type 1 service staff.b. type 2 service staff.c. type 3 service staff.d. type 4 service staff.

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e. type 5 service staff.

16 The suggested communication strategy to use when the service firm is a restaurant that offers food and service is to:a. differentiate the service product from service delivery.b. create awareness for the product.c. use both abstract and concrete elements.d. create an intangible image for the service aspect.e. surround the physical product with tangible evidence.

17 Ambient conditions will have the least effect on customer behavior in which of the following servicescapes?a. bookstore with an in-store coffee cartb. an air-conditioned hotel on a hot July dayc. a movie theaterd. an open five-story parking garagee. a bakery shop

18 Total customer cost consists of all of the following components except _____ cost.a. psychicb. energyc. monetaryd. timee. social

19 Which of the following statements pertaining to heterogeneity is false?a. Standardization and quality control are difficult to achieve.b. Customers always prefer customized services over standardized services.c. It is easier to customize services than goods.d. It is almost impossible for a service operation to achieve 100% perfect quality on an ongoing basis.e. Customized services are generally more expensive than standardized services.

20 Which of the following statements is NOT true?a. The term product refers to both goods and services b. Firms that define their businesses too narrowly by overlooking the service aspects have developed service marketing myopia.c. Consumers evaluate services based on the experiential aspects provided.d. Consumers evaluate goods and services differently.e. Goods are intangible-dominant.

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21 Which of the following businesses would be characterized as a pure service?a. miningb. There is no such thing as a pure service. c. farming d. engineeringe. insurance

22 Possible solutions that minimize the problems caused by intangibility include all of the following except:a. the use of personal sources of information.b. the use of tangible cluesc. the use of activity-based costing.d. the effective management of consumers. e. the creation of a strong organizational image.

23 A buyer's perception of value is considered a trade-off between:a. service value and monetary cost.b. personnel value and time cost.c. image value and energy cost.d. product value and psychic cost.e. total customer value and total customer cost.

24 The continuum that ranges from tangible-dominant to intangible-dominant is referred to as the:a. scale of market entities. b. servuction model.c. services triangle.d. service-profit chain.e. Q continuum.

25 Which of the following is NOT a cost associated with empowerment?a. slower or inconsistent service deliveryb. higher labor costsc. excessive giveaways and bad decisionsd. a perception of inequitable service treatment among customerse. decreased word-of-mouth advertising

26 Which of the following tests of reward effectiveness reflects the notion that rewards should be given immediately following desired behaviors?a. durability

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b. availabilityc. perishabilityd. flexibilitye. timeliness

27 Which of the following is a major criticism of the SERVQUAL scale?a. More emphasis should be placed on the expectations section.b. The results do not predict consumer purchase intention.c. The perceptions section is of no real value.d. The questionnaire is too short to adequately assess the dimensions.e. The five service quality dimensions do not hold up under statistical scrutiny.

28 Understanding the customer is a critical step toward minimizing or completely eliminating the _____ gap.a. standardsb. deliveryc. confirmationd. knowledgee. communications

29 A specialization positioning strategy is accomplished by:a. reducing divergence.b. reducing complexity.c. increasing complexity.d. bundling the service.e. increasing divergence.

30 Which of the following is NOT one the five dimensions that is measured by the SERVQUAL scale?a. assuranceb. empathyc. tangiblesd. employee satisfactione. responsiveness

31 Which of the following tests of reward effectiveness reflects the notion that rewards should be able to be given to anyone at anytime?a. timelinessb. visibilityc. flexibilityd. availability

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e. durability

32 Which of the following is NOT a step in the construction process of a service blueprint?a. analyzing the profitability of the system b. obtaining scripts from both customers and employeesc. identify steps in the process where the system can go awryd. segmenting customers based on the content of the scripte. calculating the time frame for service execution

33 The most common mistake made when constructing a service blueprint is:a. the blueprint is one-sided − representing only the firm's perception of the process. b. failure points are not identified correctly.c. the time frame for service execution is miscalculated.d. bottlenecks are not identified correctly.e. script norms are misunderstood.

34 All of the following are factors influencing the delivery gap except:a. disperson of control.b. inadequate support.c. role ambiguity.d. role conflicte. research orientation.

35 Which of the following is NOT a key component that needs to be built into every service quality system?a. service designb. individual playc. listeningd. servant leadershipe. reliability

36 Which of the following types of interpersonal training provides stereotypes with which a service provider can categorize customers?a. role-playingb. behavioral modelingc. flexibility trainingd. red-tapinge. sensitivity training

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37 Which of the following is NOT one of the seven tests of reward effectiveness?a. visibilityb. durabilityc. perishabilityd. flexibilitye. availability

38 The strategy that resorts to triage when the demands placed on the system by the environment exceed its ability to handle them is referred to as:a. anticipating.b. smoothing.c. buffering.d. allocating.e. rationing.

39 Which of the following is NOT one of the broad categories of strategies used to overcome the problems of service operations?a. creating flexible capacityb. maximizing the servuction systemc. production-lining the whole systemd. isolating the technical coree. increasing customer participation

40 Which of the following combinations are made up of all warm colors?a. orange, blue, greenb. yellow, red, orange c. yellow, blue, violetd. red, yellow, greene. red, blue, green

1 A perishability-related strategy that increases the supply of services by forming a co-op with other service providers is referred to as:a. competency sharing.b. capital sharing.c. commodity shar.ngd. collectively sharing.e. none of the above.

2 The three primary visual stimuli that appeal to consumers on a basic level are:a. color, size, contrast.b. size, shape, and contrast.c. shape, contrast, texture.

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d. color, size, shape.e. none of the above

3 Marketing challenges posed by inseparability include all of the following except:a. the physical connection of the service to the service provider.b. the involvement of the customer in the production process.c. the challenge for the mass production of the service.d. the involvement of other products in the production process.e. none of the above (all of the above ARE challenges posed by inseparability)

4 The strategy that surrounds technical core of operation with input and output components is called:a. allocating. b. balancing.c. rationing.d. smoothing.e. none of the above

5 Consumers who seek convenience over price and personal attention are:a. elastic customersb. empathetic customersc. energetic customersd. efficient customerse. none of the above

6 Which of the following is NOT a cost associated with empowerment?a. higher technology costsb. bad decisions that waste resourcesc. slower or inconsistent service deliveryd. higher labor costse. none of the above (all of the above ARE costs associated with empowerment)

7 A buyer's perception of value is considered a trade-off between:a. image value and energy cost.b. personnel value and time cost.c. product value and psychic cost.d. total customer value and total monetary cost.e. none of the above.

8 Which of the following is NOT a component of a service quality information system?a. customer focus group interviewsb. customer complaint solicitationc. mystery shoppingd. competitor surveyse. none of the above (all of the above ARE components of the service quality information system)

9 Which of the following is NOT a step in the construction process of a service blueprint?a. identify steps in the process where the system runs alright b. analyzing the profitability of the system c. calculating the time frame for service executiond. obtaining scripts from both customers and employees e. none of the above (all of the above ARE steps in constructing a blueprint)

10 Which of the following customers needs to be "moved offstage" as quickly as possible?a. Cool Carter :)b. Egocentric Edgarc. Dictatorial Dick.d. Badmoney Betty and Hyperlink Harolde. None of the above.

11 Which of the following would NOT be considered a tangible clue?a. the quality of instruments in an educational settingb. the aptitude of employeesc. the quality of paper stock use to produce a firm's brochures d. the appearance of the firm's physical facilitiese. none of the above

12 Which of the following statements regarding background music in a restaurant were found to be true?

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a. Customers run higher bar bills when fast music is played. b. Customers are willing to wait longer for a table when fast music is played. c. Consumers spend more time when slow music is played.d. Gross margins are higher when fast music is played.e. None of the above are true.

13 Which of the following components of the servuction model is invisible to consumers?a. other customersb. servicescape c. organizational scenery d. service policies e. none of the above

14 Which of the following is NOT a SMART term?a. specificb. measurablec. appealingd. time-bounde. none of the above (all of the above are SMART terms)

15 A consumer's price sensitivity will increase as:a. the perceived unique value of the service increases. b. the shared costs for the expenditure increase. c. the perceived number of substitutes decrease. d. switching costs decrease.e. none of the above

16 The distance between a customer's expectations of a service and the perception of the service actually delivered is called the _____ gap.a. satisfactionb. deliveryc. communicationsd. knowledgee. none of the above

17 Which of the following statements pertaining to heterogeneity is false?a. Standardization and quality control are difficult to achieve.b. Customized services are generally less expensive than standardized services. c. It is easier to customize services than goods.d. It is almost impossible for a service operation to achieve 100% perfect quality on an ongoing basis.e. none of the above statements are false

18 Ambient conditions will have the least effect on customer behavior in which of the following servicescapes?a. a bakery shopb. an air-conditioned hotel on a hot July dayc. an open-air five-story gardend. bookstore with an in-store coffee carte. none of the above (all of the above servicescapes HAVE an effect on customer behavior)

19 Which pricing strategy encourages the customer to expand his/her dealings with the service provider?a. relationship promotionb. efficiency promotionc. benefit-driven promotiond. flat-rate promotione. none of the above

20 Which of the following could NOT be included in the airline molecular model?a. long-term planningb. financing assistantsc. rental car customersd. gate signs to direct passengerse. none of the above

21 A travel agent planning trips for clients would be considered:a. type 1 service staff.b. type 2 service staff.c. type 3 service staff.

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d. type 4 service staff.e. none of the above

22 Which of the following is a marketing challenge posed by intangibility?a. the consumer is involved in the production process. b. service standardization and quality control are difficult to achieve. c. services cannot be inventoriedd. services have visible features which must be kept cleane. none of the above

23 The ____ refer(s) to printed materials through which the professional image of the firm can be consistently transmitted, including firm brochures, letterhead, envelopes, and business cards.a. visual passage wayb. visual patternc. visual packaged. visual productione. none of the above

24 Differentiation approaches such as competence, courtesy, reliability, responsiveness are forms of __differentiationa. imageb. satisfaction c. serviced. personalitye. none of the above

25 Total customer cost consists of all of the following components except _____ cost.a. psychicb. momentaryc. energyd. timee. none of the above (all of the above ARE classified as customer costs)

26 ____ is an attitude formed by a long-term, overall evaluation of a firm's performance.a.Customer satisfactionb. Negative disconfirmationc. Positive disconfirmationd. Service quantitye. None of the above

27 Which of the following scenarios is likely to lead to the highest level of customer dissatisfaction?a. demand and supply at optimal levelsb. lower demand than optimal supply levelsc. higher demand than minimum supply levelsd. higher demand than maximum available supplye. none of the above

28 Which of the following statements pertaining to colors is false?a. red may evoke feelings of love and romance.b. orange may evoke feelings of openness and friendliness.c. violet may delight customer spirits .d. green may evoke peacefulness.e. none of the above (all of the above ARE true).

29 The positioning strategy that increases complexity by adding more services and/or enhancing current services to capture more of the market is referred to as:a. perception strategy.b. specialization positioning strategy.c. market diversification strategy. d. niche positioning strategye. none of the above.

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30 Which of the following is NOT one the five dimensions that is measured by the SERVQUAL scale?a. tangibles b. empathyc. reliabilityd. assistancee. none of the above (all of the above ARE dimensions of the SERVQUAL scale)

31 Which of the following statements about the pricing of services (compared to pricing of goods) is true?a. Service consumers are more likely to use price as a cue to quality. b. The demand for services tends to be more elastic than the demand for goods.c. Consumers are more able to stockpile services by taking advantage of discount priced. The opportunity for illegal pricing practices to go undetected is less for services than goods.e. None of the above are true.

32 The firm's overemphasis on cost reduction and short-term profits will increase the size of the __ gap.a. communications b. confirmation c. knowledge d. standingse. none of the above

33 The ____ reflects the view that the intangible aspects of products are becoming the key features that differentiate the products in the marketplace.a. service intangibilityb. service innovativec. service incentived. service interactivee. none of the above

34 Which of the following is NOT a recommended guideline for developing service communications?a. Develop WOM communications network.b. Make the service more easily understood. c. Tangibilize the intangible.d. Differentiate the service product via the service delivery process. e. None of the above (all of the above ARE guidelines for service communication).

35 All of the following are examples of the technical core within an organization except the:a. projection booth in a movie theater. b. service bay at an auto repair facility. c. kitchen in restroom d. surgical room in a hospital.e. none of the above (all of the above ARE examples of the technical core)

36 All of the following are behaviors by which service employees attempt to reduce their role stress except:a. increase personal sense of control over service encountersb. engaging in a product-processing mode (robotism).c. boost sense of status using physical symbols and furnitured. engaging in service sabotage.e. none of the above are exceptions.

37 The continuum that ranges from tangible-dominant to intangible-dominant is referred to as the:a. scale of market entries.b. scale of management entitiesc. scale of mental energiesd. scale of molecular entropye. none of the above

38 Which one of the following communication approaches would be appropriate during the growth and maturity stages of the product life cycle?a. informationalb. informational and persistencec. persistenced. persistence and remindere. none of the above

39 The objective of decoupling is:a. separating consumption in time and space.

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b. unbonding service operations from demand contact separatelyc. synchronizing the technical core of the operation with the high customer contact areas of the firm so that efficiencies may be achieved.d. managing consumers so that they do not negatively influence one another's service experience.e. none of the avove

40 Which of the following is NOT one of the seven tests of reward effectiveness?a. timelines b. reversabilityc. contingentd. feasibility e. none of the above (all of the above are tests of reward effectiveness).

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f17/mktg4300_quiz 4,5... · web view18) word-of-mouth communication networks are particularly...

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