Question 1

Which of the following statements about relationship marketing is most accurate?

Accepted Answer

A)  The number of encounters in a service experience should always be the same.
B)  The service encounter represents an opportunity to develop social bonds with customers.
C)  An after-holiday sale is a good incentive to create a loyal customer relationship.
D)  The purpose of relationship marketing is to benefit the customer,not the organization.
E)  A major customer benefit of relationship marketing is a reduction in the price that is paid for the services an organization renders.F) A) and B)
G) None of the above

Question 2

Which of the following is high in credence properties?

Accepted Answer

A)  clothing
B)  vacation
C)  jewelry
D)  houses
E)  auto repairF) None of the above
G) B) and C)

Question 3

What is internal marketing? Why is it important in services marketing?

Accepted Answer

Internal marketing is based on the notio...

Question 4

As a dimension of service quality,the caring,individualized attention provided to customers as a dimension of service quality is referred to as

Accepted Answer

A)  reliability.
B)  responsiveness.
C)  competence.
D)  assurance.
E)  empathy.F) None of the above
G) A) and C)

Question 5

The ________ cost of a service is the cost of paying the person used to provide the service along with any needed equipment.

Accepted Answer

A)  intangibility
B)  inconsistency
C)  inseparability
D)  inventory
E)  hiddenF) D) and E)
G) None of the above

Question 6

While there are the four Ps of marketing,there are the ________ Ps of services marketing.

Accepted Answer

A)  three
B)  five
C)  six
D)  seven
E)  eightF) B) and E)
G) B) and D)

Question 7

Services can be classified according to whether the provider

Accepted Answer

A)  is national or global.
B)  uses independent contractors or not.
C)  is privately owned or publicly owned.
D)  is owned by individuals or corporations.
E)  is a for-profit or nonprofit organization or a government agency.F) B) and D)
G) C) and D)

Question 8

Which of the following statements regarding service branding is most accurate?

Accepted Answer

A)  New services cannot be patented.
B)  Because services are intangible and more difficult to describe,brand names and logos are of critical importance.
C)  Services must include the word service in all their brand names.
D)  Service firms without a brand reputation find it easy to introduce new services.
E)  All service logos and brands must be designated with the "ˢᴹ" symbol.F) B) and C)
G) A) and E)

Question 9

Tangible products have ________ properties,such as color,size,and style,which can be determined before purchase.

Accepted Answer

A)  search
B)  form
C)  experience
D)  credence
E)  brandF) B) and E)
G) A) and B)

Question 10

To help consumers assess and compare its airline service,Frontier Airlines uses personable animal characters in its advertising to announce and describe benefits,such as leather seats and "stretch" seating,to help deal with the

Accepted Answer

A)  incongruity of the service.
B)  inseparability of the service.
C)  intangibility of the service.
D)  inflexibility of the service.
E)  interdependence of the service.F) B) and C)
G) A) and D)

Question 11

A nonprofit organization may pay taxes if

Accepted Answer

A)  excess revenues exceed 20 percent of the budget.
B)  the organization is not considered to be a religious institution.
C)  revenue is received from overseas subsidiaries.
D)  revenue-generating holdings are not directly related to the organization's core mission.
E)  money is spent on research and development,then it is taxed at a significantly lower rate.F) All of the above
G) D) and E)

Question 12

Services incorporate the four I's of product marketing.How would each of these four elements apply to a stock brokerage service?

Accepted Answer

The four unique elements of services are...

Question 13

What primary marketing metric does the LA Galaxy use to assess the impact of its marketing actions?

Accepted Answer

A)  sponsorships
B)  ticket sales
C)  promotion-to-sales ratio relative to other MLS teams
D)  broadcast rights fees
E)  merchandise salesF) C) and D)
G) B) and C)

Question 14

Compared with people-based services,equipment-based services do not have the marketing concern of

Accepted Answer

A)  intangibility.
B)  insensitivity.
C)  inventory.
D)  inconsistency.
E)  immeasurability.F) B) and C)
G) A) and D)

Question 15

Services such as restaurants and child care are evaluated on ________ properties.

Accepted Answer

A)  search
B)  form
C)  experience
D)  credence
E)  performanceF) All of the above
G) D) and E)

Question 16

The trend toward sustainability and "green" business practices has expanded to include many services as they strive to

Accepted Answer

A)  comply with FDA rules.
B)  increase their energy use.
C)  reduce their capacity.
D)  create a competitive advantage.
E)  minimize consumer involvement.F) None of the above
G) B) and E)

Question 17

A customer contact audit refers to

Accepted Answer

A)  the initial contact between a service provider and the ultimate consumer.
B)  a flowchart of the points of interaction between a consumer and a service provider.
C)  a method of consumer evaluation of service quality and consistency.
D)  an estimation of demand based on service forecasting techniques.
E)  a systematic assessment of a service provider's objectives,strategies,and performance in terms of social responsibility.F) A) and C)
G) B) and C)

Question 18

Customers will often judge the ________ of the service experience based on the performance of the people providing the service.

Accepted Answer

A)  price
B)  productivity
C)  process
D)  quality
E)  physical environmentF) A) and B)
G) A) and C)

Question 19

Organizations attempt to reduce inconsistency in their services by

Accepted Answer

A)  paying higher incentives to employees to encourage satisfactory performance.
B)  reducing incentives available to employees because of poor performance.
C)  reducing the customer contact points in the service delivery process.
D)  providing standardization and training.
E)  exercising better hiring practices.F) B) and E)
G) A) and C)

Question 20

The two basic components of a customer's evaluation of a service are

Accepted Answer

A)  expectations and customer contact.
B)  expectations and experience.
C)  intangibility and inconsistency.
D)  experience and credence.
E)  inconsistency and inseparability.F) A) and C)
G) None of the above

Exam 12: Services Marketing

Organizations attempt to reduce inconsistency in their services by

Correct AnswerverifiedShow Answer

The two basic components of a customer's evaluation of a service are

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Compared with people-based services,equipment-based services do not have the marketing concern of

Correct AnswerverifiedShow Answer

Services can be classified according to whether the provider

Correct AnswerverifiedShow Answer

To help consumers assess and compare its airline service,Frontier Airlines uses personable animal characters in its advertising to announce and describe benefits,such as leather seats and "stretch" seating,to help deal with the

Correct AnswerverifiedShow Answer

Tangible products have ________ properties,such as color,size,and style,which can be determined before purchase.

Correct AnswerverifiedShow Answer

What is internal marketing? Why is it important in services marketing?

Correct AnswerverifiedInternal marketing is based on the notio...View AnswerShow Answer

As a dimension of service quality,the caring,individualized attention provided to customers as a dimension of service quality is referred to as

Correct AnswerverifiedShow Answer

Services incorporate the four I's of product marketing.How would each of these four elements apply to a stock brokerage service?

Correct AnswerverifiedThe four unique elements of services are...View AnswerShow Answer

Which of the following is high in credence properties?

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What primary marketing metric does the LA Galaxy use to assess the impact of its marketing actions?

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Which of the following statements about relationship marketing is most accurate?

Correct AnswerverifiedShow Answer

Services such as restaurants and child care are evaluated on ________ properties.

Correct AnswerverifiedShow Answer

A customer contact audit refers to

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The ________ cost of a service is the cost of paying the person used to provide the service along with any needed equipment.

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Customers will often judge the ________ of the service experience based on the performance of the people providing the service.

Correct AnswerverifiedShow Answer

While there are the four Ps of marketing,there are the ________ Ps of services marketing.

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Which of the following statements regarding service branding is most accurate?

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A nonprofit organization may pay taxes if

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The trend toward sustainability and "green" business practices has expanded to include many services as they strive to

Correct AnswerverifiedShow Answer

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Internal marketing is based on the notio...
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The four unique elements of services are...
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