Question Marketing Management question bank Chapter 13: Designing and Managing Services

30 May Question Marketing Management question bank Chapter 13: Designing and Managing Services

Question
Marketing Management question bank
Chapter 13: Designing and Managing Services

GENERAL CONCEPT QUESTIONS

Multiple Choice

1. Service industries are everywhere. They include the government sector, private nonprofit sector, business sector, manufacturing sector, and the ________.

a. insurance salespeople

b. seasonal workers

c. temporary workers

d. retail sector

e. none of the above

2. Manufacturers, distributors, and retailers can provide ________ services, or simply excellent customer service, to differentiate themselves.

a. financial

b. value-added

c. sales

d. marketinga

e. distribution

3. There are five categories of offerings for a service. It can be either a minor or a major component of the company’s offerings. Which of the following is NOTone of these five categories?

a. Pure tangible good

b. Tangible good with accompanying services

c. Hybrid

d. Major service with accompanying minor goods and services

e. Major service with accompanying major goods

4. Which of the following would be an example of a hybrid service?

a. University

b. Professor

c. Restaurant

d. Soap manufacturer

e. Airline

5. Which of the following would be an example of a pure service?

a. Insurance

b. Airlines

c. Car dealer

d. Copier company

e. None of the above

6. Services vary as to whether they are equipment based or ________.

a. service based

b. people based

c. process based

d. historical based

e. none of the above

7. Some services require that the client be present to conduct the service. An example of such a service is a ________.

a. vending machine

b. fast-food meal

c. medical operation

d. car repair

e. tax service

8. Services differ as to whether they meet a personal need or a ________.

a. quality need

b. production need

c. business need

d. functional need

e. customer need

9. Services high in ________qualities are those services that have characteristics the buyer normally finds hard to evaluate even after consumption.

a. equipment

b. search

c. experience

d. personal attention

e. credence

10. Services have four distinctive characteristics that greatly affect the design of marketing programs. Which of the following is NOTone of these characteristics?

a. Intangibility

b. Communicability

c. Variability

d. Perishability

e. None of the above

11. Services cannot be seen, tasted, felt, or heard before they are bought. To reduce uncertainty, buyers will look for evidence of quality. They will draw inference about quality from place, people, and price they see. Therefore, the service provider’s task is to “________.”

a. communicate value

b. manage the evidence

c. go full speed ahead

d. provide high touch, high price

e. none of the above

12. Service companies can try to demonstrate their service quality through physical evidence and ________.

a. predatory pricing

b. people

c. pricing

d. profits

e. presentation

13. Unlike physical goods, services are produced and ________ simultaneously.

a. launched

b. consumed

c. created

d. maximized

e. none of the above

14. One of the special features of services marketing is the provider–client interaction. This is defined as when the client is also ________ as the service is produced.

a. prominent

b. productive

c. producing

d. present

e. paying

15. Services depend on who provides them and when and where they are provided. They are highly ________.

a. suspect

b. variable

c. consistent

d. substandard

e. none of the above

16. Better-trained personnel exhibit several characteristics such as ________, which means they perform the service consistently and accurately.

a. reliability

b. courtesy

c. credibility

d. competence

e. responsiveness

17. Better-trained personnel exhibit several characteristics such as ________, which means they respond quickly to customers’ requests and problems.

a. reliability

b. courtesy

c. credibility

d. competence

e. responsiveness

18. There are three steps service firms can take to increase quality control. Which of the following is NOTone of these steps?

a. Reduce customer contact points

b. Monitor customer satisfaction

c. Standardize the service-performance process

d. Invest in good training procedures

e. Invest in good hiring procedures

19. A ________ is a tool that allows service providers to simultaneously map out the service process, the points of customer contact, and the evidence of service from the customer’s point of view.

a. service guarantee

b. service blueprint

c. communication material

d. credence quality

e. tangible good

20. Services cannot be stored. This concept is unique to service marketers and is called ________.

a. standardization

b. heterogeneity

c. perishability

d. intangibility

e. none of the above

21. To match demand and supply, service marketers can utilize a number of strategies on the demand side. Which of the following is NOTone of these strategies?

a. Provide complementary services to waiting customers

b. Cultivate nonpeak demand

c. Differential pricing

d. Share services

e. Manage demand levels through a reservation system

22. To match supply and demand on the supply side, marketers can employ a number of strategies. Which of the following is NOTone of these strategies?

a. Maximize peak-time efficiency

b. Employ a reservation system

c. Increase consumer participation

d. Utilize part-time employees

e. Share services

23. According to Berry, Parasuraman, and Zeithaml, ________ is the single most important dimension of service quality.

a. listening

b. fair play

c. reliability

d. service design

e. recovery

24. Firms have decided to raise fees and lower service to those customers who barely pay their way and to coddle big spenders to retain their patronage as long as possible, an example of organizing customers by ________.

a. purchase frequency

b. profit tiers

c. psychographic characteristics

d. social influence

e. none of the above

25. There are shifts that favor the customer in the client relationship. Customers are now becoming more sophisticated about buying product-support services and are pressing for ________.

a. selective pricing

b. institutional pricing/services

c. substitute services

d. promotional pricing

e. services unbundling

26. Holistic marketing for services requires external, ________, and internal marketing.

a. exceptional

b. incremental

c. consistent

d. interactive

e. influential

27. In the context of holistic marketing, ________ describes the normal work of preparing, pricing, distributing, and promoting the service to customers.

a. internal marketing

b. correlated marketing

c. external marketing

d. integrated marketing

e. universal marketing

28. Factors that lead to customer switching behavior include all of the following EXCEPT ________.

a. problem solving

b. pricing

c. inconvenience

d. ethical problems

e. none of the above

29. Clients judge the service outcome not only by its ________ but also by its functional quality.

a. length of time

b. price

c. attributes

d. completeness

e. technical quality

30. ________ describes the employees’ skill in serving the client.

a. Interactive marketing

b. Internal marketing

c. Client marketing

d. Fixed marketing

e. Technical marketing

31. According to the service-quality model, the first “gap” is the one between ________.

a. perceived service and expected service

b. service delivery and external communications

c. service-quality specifications and service delivery

d. management perception and service-quality specification

e. consumer expectation and management perception

:

32. According to the service-quality model, the second “gap” is the one between ________.

a. perceived service and expected service

b. service delivery and external communications

c. service-quality specifications and service delivery

d. management perception and service-quality specification

e. consumer expectation and management perception

33. According to the service-quality model, the third “gap” in their service-quality model is the gap between ________.

a. perceived service and expected service

b. service delivery and external communications

c. service-quality specifications and service delivery

d. management perception and service-quality specification

e. consumer expectation and management perception

34. According to the service-quality model, the fourth “gap” is the one between ________.

a. perceived service and expected service

b. service delivery and external communications

c. service-quality specifications and service delivery

d. management perception and service-quality specification

e. consumer expectation and management perception

35. According to the service-quality model, the fifth “gap” is the one between ________.

a. perceived service and expected service

b. service delivery and external communications

c. service-quality specifications and service delivery

d. management perception and service-quality specification

e. consumer expectation and management perception

36. The five determinants of service quality include all of the following EXCEPT ­________.

a. empathy

b. assurance

c. responsiveness

d. reliability

e. reputation

37. There is a(n) ________ where consumer perceptions on a service dimension would be deemed satisfactory, anchored by the minimum level consumers would be willing to accept and the level that customers believe can and should be delivered.

a. empathy

b. zone of tolerance

c. zone of forgiveness

d. perceived forgiveness

e. value definition

38. Top service companies are “customer obsessed.” They have a clear sense of their target customers and their needs. Their management looks not only at financial performance on a monthly basis, but also at ________.

a. service performance

b. tangible rewards

c. consumer complaints

d. marketing activities

e. none of the above

39. A service company can differentiate itself on three levels. The first is reliability, the second is resilience, and the third is ________.

a. assuredness

b. employees

c. innovativeness

d. teamwork

e. none of the above

40. Not all SSTs improve service quality, but they have the potential of making service transactions more accurate, ________, and faster.

a. convenient

b. discounted

c. inconvenient

d. popular

e. none of the above

:

41. When initiating self-service technologies, some companies have found that the biggest obstacle is not the technology itself, but ________ customers to use it.

a. enticing

b. becoming familiar with

c. adapting

d. utilizing

e. convincing

:

42. Top firms audit both their own and their competitors’ service performance on a regular basis by collecting ________ measurements to probe customer satisfaction.

a. chat room

b. voice of the customer

c. e-mail solicitation

d. consumer activist group

e. none of the above

43. Services can be judged on customer importance and company performance. ________ is used to rate the various elements of the service bundle and identify what actions are required.