Marketing Management chapter 14 practice test

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1

As companies find it harder and harder to differentiate their physical products, they turn to service differentiation. Companies seek to develop a reputation for ________, better and faster answering of inquiries, and quicker resolution of complaints.

  1. superior packaging
  2. superior “value”
  3. superior on-time delivery
  4. superior products
  5. superior customer service

Inês deserves a beer! Just sayin…

c

2

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

  1. insurance salespeople
  2. seasonal workers
  3. temporary workers
  4. retail sector
  5. none of the above

Inês deserves a beer! Just sayin…

d

3

Manufacturers, distributors, and retailers can provide ________ services or simply excellent customer service to differentiate themselves.
a. financial
b. value-added

c. sales
d. marketing e. distribution

Inês deserves a beer! Just sayin…

b

4

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 NOT one of these five categories?

  1. Pure tangible good.
  2. Tangible good with accompanying services.
  3. Hybrid.
  4. Major service with accompanying minor goods and services.
  5. Major service with accompanying major goods.

Inês deserves a beer! Just sayin…

e

5

Which of the following would be an example of a “hybrid” service?

  1. University
  2. Professor
  3. Restaurant
  4. Soap manufacturer
  5. Airline

Inês deserves a beer! Just sayin…

c

6

Which of the following would be an example of a “pure service”?

  1. Insurance
  2. Airlines
  3. Car dealer
  4. Copier company
  5. None of the above

a

7

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

  1. service-based
  2. people-based
  3. process-based
  4. historical-based
  5. none of the above

b

8

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

  1. vending machines
  2. fast-food
  3. medical operation
  4. car repair
  5. tax service

c

9

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

  1. quality need
  2. production need
  3. business need
  4. functional need
  5. customer need

c

10

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

  1. equipment
  2. search
  3. experience
  4. personal attention
  5. credence

e

11

Inês deserves a beer! Just sayin…

Services have four distinctive characteristics that greatly affect the design of marketing programs. Which of the following is NOT one of these characteristics?

  1. Intangibility
  2. Communicability
  3. V ariability
  4. Perishability
  5. None of the above

b

12

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. full speed ahead

d. high touch- high price

e. none of the above

b

13

Inês deserves a beer! Just sayin…

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

  1. predatory pricing
  2. people
  3. pricing
  4. profits
  5. presentation

e

14

Inês deserves a beer! Just sayin…

Unlike physical goods, services are produced and ________ simultaneously.

  1. launched
  2. consumed
  3. created
  4. maximized
  5. none of the above

b

15

Inês deserves a beer! Just sayin…

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. product

c. producing
d. present
e. paying

d

16

Inês deserves a beer! Just sayin…

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

  1. suspect
  2. variable
  3. consistent
  4. sub-standard
  5. none of the above

b

17

There are three steps service firms can take to increase quality control. Which of the following is NOT one of these steps?

  1. Reduce customer contact points.
  2. Monitor customer satisfaction.
  3. Standardize the service-performance process.
  4. Invest in good training procedures.
  5. Invest in good hiring procedures.

a

18

Services cannot be stored, warehoused, or shelved. This is concept is unique to service marketers and is called ________.

  1. standardization
  2. heterogeneity
  3. perishability
  4. intangibility
  5. none of the above

c

19

To match demand and supply, service marketers can utilize a number of strategies on the demand side. Which of the following is NOT one of these strategies?

  1. Complementary
  2. Nonpeak demand
  3. Differential pricing
  4. Shared services
  5. None of the above

d

20

To match supply and demand on the supply side, marketers can employ a number of strategies. Which of the following is NOT one of these strategies?

  1. Peak-time efficiency.
  2. Reservation system.
  3. Increased consumer participation.
  4. Part-time employees.
  5. None of the above

b

21

1. As companies find it harder and harder to differentiate their physical products, they turn to service differentiation. Companies seek to develop a reputation for ________, better and faster answering of inquiries, and quicker resolution of complaints.

a. superior packaging

b. superior “value”

c. superior on-time delivery

d. superior products

e. superior customer service

c

22

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

a. insurance salespeople

b. seasonal workers

c. temporary workers

d. retail sector e. none of the above

d

23

Inês deserves a beer! Just sayin…

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

a. financial

b. value-added

c. sales

d. marketing

e. distribution

b

24

Inês deserves a beer for doing this! Just sayin…

4. 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 NOT one 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.

e

25

Inês deserves a beer for doing this! Just sayin…

5. Which of the following would be an example of a “hybrid” service?

a. University

b. Professor

c. Restaurant

d. Soap manufacturer

e. Airline

c

26

Inês deserves a beer for doing this! Just sayin…

6. 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

a

27

Inês deserves a beer for doing this! Just sayin…

7. 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

b

28

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

a. vending machines

b. fast-food

c. medical operation

d. car repair

e. tax service

c

29

9. 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

c

30

10. 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

e

31

11. Services have four distinctive characteristics that greatly affect the design of marketing programs. Which of the following is NOT one of these characteristics?

a. Intangibility

b. Communicability

c. Variability

d. Perishability

e. None of the above

b

32

Inês deserves a beer for doing this! Just sayin…

12. 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. full speed ahead high touch- high price

d. none of the above

b

33

Inês deserves a beer! Just sayin…

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

a. predatory pricing

b. people

c. pricing

d. profits

e. presentation

e

34

Inês deserves a beer for doing this! Just sayin…

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

a. launched

b. consumed

c. created

d. maximized

e. none of the above

b

35

Inês deserves a beer for doing this! Just sayin…

15. 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. product

c. producing

d. present

e. paying

d

36

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

a. suspect

b. variable

c. consistent

d. sub-standard

e. none of the above

b

37

Inês deserves a beer! Just sayin…

17. There are three steps service firms can take to increase quality control. Which of the following is NOT one 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.

a

38

Inês deserves a beer! Just sayin…

18. Services cannot be stored, warehoused, or shelved. This is concept is unique to service marketers and is called ________.

a. standardization

b. heterogeneity

c. perishability

d. intangibility

e. none of the above

c

39

19. To match demand and supply, service marketers can utilize a number of strategies on the demand side. Which of the following is NOT one of these strategies?

a. Complementary

b. Nonpeak demand

c. Differential pricing

d. Shared services

e. None of the above

d

40

20. To match supply and demand on the supply side, marketers can employ a number of strategies. Which of the following is NOT one of these strategies?

a. Peak-time efficiency.

b. Reservation system.

c. Increased consumer participation.

d. Part-time employees.

e. None of the above

b

41

21. 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

e

42

Inês deserves a beer for doing this! Just sayin… 22. Holistic marketing for services requires external, ________, and internal marketing.

a. exceptional

b. incremental

c. consistent

d. interactive

e. influential

d

43

Inês deserves a beer for doing this! Just sayin… 23.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

a

44

24. 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

e

45

Inês deserves a beer for doing this! Just sayin…

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

a. Interactive marketing

b. Internal marketing

c. Client marketing

d. Fixed marketing

e. Technical marketing

a

46

26. According to Parasuraman, Zeithaml, and Berry, the first “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

e

47

27. According to Parasuraman, Zeithaml, and Berry, the second “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

Inês deserves a beer! Just sayin…

d

48

28. According to Parasuraman, Zeithaml, and Berry, 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

c

49

29. According to Parasuraman, Zeithaml, and Berry, the fourth “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

b

50

Inês deserves a beer for doing this! Just sayin… 104 30. According to Parasuraman, Zeithaml, and Berry, the fifth “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

a

51

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

a. empathy

b. assurance

c. responsiveness

d. reliability

e. reputation

e

52

Inês deserves a beer! Just sayin…

32. There is a ________ 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

b

53

33. 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

a

54

34. 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

c

55

105 35. 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

a

56

417 36. 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. feeling comfortable with

c. adapting

d. utilizing

e. convincing

e

57

417 37. Delta Airlines has been successful in getting customers to use its self-service kiosks by employing a number of tactics. Which of the following was NOT a tactic used by Delta Airlines.

a. Advertise the advantages.

b. Charge for the convenience.

c. Be there to help.

d. Maintain the machines.

e. None of the above.

b

58

38. Top firms audit service performance, both their own and their competitors’ on a regular basis. They collect ________ to probe customer satisfiers and dissatisfiers.

a. chat rooms

b. voice of the customer

c. e-mail solicitations

d. consumer activists groups

e. none of the above

b

59

Inês deserves a beer! Just sayin…

39.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.

a. SERVQAL

b. Consumer-quality analysis

c. Importance-performance analysis

d. Key-service indices analysis

e. Reliability-service indices analysis

c

60

106 40. Studies of customer dissatisfaction show that customers are dissatisfied with their purchases about 25 percent of the time but that only about ________ complain.

a. 2 percent

b. 10 percent

c. 5 percent

d. 15 percent

e. none of the above

c

61

41.Customers whose complaints are satisfactorily resolve often become ________ company loyal than customers who were never dissatisfied.

a. effective

b. no change

c. more

d. less

e. indifferent

c

62

42. Companies that ________ disappointed customers to complain—and also empower employees to remedy the situation on the spot—have been shown to achieve higher revenues and greater profits than companies that do not have a systematic approach for addressing service failures.

a. ignore

b. frustrate

c. discourage

d. encourage

e. none of the above

d

63

43. Research has shown that customers evaluate complaint incidents in terms of the________, the procedures used to arrive at those outcomes, and the nature of the interpersonal treatment during the process.

a. anger of the customer

b. personality of the manager

c. outcomes they receive

d. monetary rewards

e. none of the above

c

64

44. Getting front-line employees to adopt ________ and to advocate the interests and image of the firm to consumers as well as take initiative and engage in conscientious behavior in dealing with customers can be a critical asset.

a. company policies and procedures

b. win/win philosophy

c. conflict management courses

d. training lessons

e. extra-role behaviors

e

65

45. Excellent service companies know that ________ employee attitudes will promote stronger customer loyalty.

a. accommodating

b. non-threatening

c. neutral

d. negative

e. positive

Inês deserves a beer for doing this! Just sayin…

e

66

46. Service marketers frequently complain about the difficulty of ________ their services. a. marketing b. diffusing c. differentiating d. developing e. designing

c

67

47. Service offerings can be differentiated in many ways. The offering can include innovative features. What the customer expects is called the ________. 1. brand package 2. complete service package 3. primary service package 4. bundled package 5. none of the above

c

68

48. To differentiate their service, a provider can add ________ to the package of services already provided.

a. secondary service features

b. primary service features

c. value bundling

d. branding

e. price bands of like services

a

69

49. Sometimes, companies achieve differentiation through the sheer range of its service offerings and the success of its ________ efforts.

a. pricing

b. cross-selling

c. advertising

d. sales representatives

e. none of the above

b

70

50. Developing brand strategies for a service requires special attention to choosing brand elements, establishing image dimensions, and ________.

a. developing a marketing niche

b. developing an advertising campaign

c. devising a branding strategy

d. developing differentiation

e. none of the above

Inês deserves a beer! Just sayin…

c

71

51. The intangibility of services has implications for the choice of brand elements. Because service decisions and arrangements are often made away from the actual service location, brand ________ becomes critical. In such cases, an easy-to- remember brand name is imperative.

a. design

b. slogans

c. image

d. recall

e. remind

d

72

52. Because a physical product does not exist, the ________ of the service provider-its primary and secondary signage, environmental design and reception areas, etcetera are especially important.

a. characters

b. logo

c. physical facilities

d. brand image e. colors

c

73

53. Organizational associations—such as perceptions about the people who make up the organization and who provide the service-are likely to be particularly important brand associations that may affect evaluations of service quality directly or indirectly. One particular important association is company ________ and perceived expertise, trustworthiness, and likeability.

a. credibility

b. reliability

c. assurance

d. tangibility

e. heterogeneity

a

74

54. Service firms must therefore design ________ and information programs so that consumers learn more about the brand than the information they get from the service encounter alone.

a. advertising campaigns

b. marketing measures

c. ad agencies

d. marketing communications

e. marketing strategy

d

75

55. Services must consider developing a brand hierarchy and brand portfolio that permits ________ and targeting of different market segments. a. differentiation

b. product placement

c. positioning

d. image

e. none of the above

c

76

56. Manufacturers of equipment all have to provide product support services. Companies in these industries must define customer needs carefully in designing their service support program. Customers have three specific worries when discussing product support services. These three worries include all of the following EXCEPT ________.

a. out-of-pocket costs

b. reputation of manufacturer

c. service dependability

d. downtime

e. failure frequency

b

77

57. A buyer may try to estimate the life-cycle cost of purchasing a product. Life-cycle cost is defined as the ________.

a. product’s purchase cost plus the total cost of maintenance and repair less any salvage value

b. product’s purchase cost plus discounted cost of maintenance and repair less any salvage value

c. product’s purchase cost plus discounted cost of maintenance and repair plus any salvage value.

d. product’s purchase cost plus any salvage value.

e. product’s purchase cost plus discounted cost of maintenance and repair

b

78

58. A manufacturer can offer and charge for product support services in different ways. Which of the following is NOT one of the ways manufacturers charge for additional product support services?

a. Increase annual purchases for additional services.

b. Service contracts.

c. Extended warranties.

d. Pay for the services upfront.

e. Increase the initial cost of the product.

e

79

59. To provide the best support, a manufacturer must identify the services customers value most and their ________ importance.

a. competitive

b. popular

c. absolute

d. relative

e. none of the above

d

80

60. Classes of services can be branded vertically on the basis of ________. a. popularity and price b. cost of providing the service c. price and quality d. price and frequency e. target return on investment

c

81

61. The Bureau of Labor Statistics reports that the service-producing sector will continue to lose jobs over the next five years.

False

82

Inês deserves a beer! Just sayin…

62. Services include government, private nonprofit, business, and the manufacturing sector.

True

83

Inês deserves a beer! Just sayin…

63. A “service” is defined as any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything.

True

84

Inês deserves a beer! Just sayin…

64. A hybrid service consists of unequal parts of goods and services, with services being in the majority.

False

85

Inês deserves a beer! Just sayin… 65. An example of a pure service provider might be for example a car repair facility.

False

86

66. Services vary as to whether they are equipment-based and/or people-based.

True

87

67. No matter what the “service” consumers can judge the quality that they receive from the service provider.

False

88

68. Because services are generally high in experience and credence qualities, there is more risk in purchase.

True

89

69. Services have five distinctive characteristics, one of these five being “pure service.”

False

90

Inês deserves a beer! Just sayin…

70. Intangibility with regards to across providers.

False

91

Inês deserves a beer! Just sayin…

71. Service companies try to evidence and presentation.

True

92

Inês deserves a beer for doing this! Just sayin… 72. Inseparability in the context of a “service” means that the service provider and the service customer/consumer cannot be separated since one effects another.

True

93

73. One of the strategies to equalize supply and demand for service providers is to price their services “high” when demand is low and “low” when demand is at its highest.

False

94

74. Currently, businesses have so much data on their customers that they are able to differentiate customers by “tiers” thus providing equal services to each level or “tier.”

False

95

75. Customers are becoming more sophisticated about buying product support services and are pressing for “services unbundling.”

True

96

Inês deserves a beer! Just sayin…

76. Because service encounters are complex interactions affected by multiple elements, adopting a holistic marketing approach might not work effectively.

False

97

Inês deserves a beer! Just sayin…

77. Interactive marketing describes the employees’ skill in serving the client.

True

98

78. Clients judge service not only by its technical quality but also by its price.

False

99

79. The service quality of a firm is tested at each service encounter.

True

100

80. Customers form service expectations from such areas as past experiences, word of mouth, and advertising.

True

101

81. The “gaps” of service quality as illustrated by Parasuraman, Zeithaml, and Berry show exactly how a firm can eliminate all service failures quite easily.

False

102

82. The first “gap” is the “gap” between management’s perceptions of consumer expectations and consumers’ expected service.

True

103

83. The second “gap” is the “gap” between management perceptions of consumer expectations and the translation of these perceptions into service-quality specifications.

True

104

84. The third “Gap” is the “gap” between service-quality specifications and external communications to consumers.

False

105

85. The fifth “gap” is the “gap” between external communications and the consumers expected service.

False

106

86. Various studies have found that the well-managed service companies share no common service characteristics.

False

107

87. Top service companies are “customer obsessed.”

True

108

88. A service company can differentiate itself by designing a better and faster delivery system.

True

109

89. The three levels of differentiation for a service company include reliability, resilience, and cost.

False

110

90. Services can be judged on customer importance and company performance.

True

111

91. Studies of customer dissatisfaction show that customers are dissatisfied with their purchases about 25 percent of the time and about 15 percent of them complain.

False

112

92. Excellent service companies know that positive employee attitudes will promote stronger customer loyalty.

True

113

93. Service marketers have no problem in differentiating their services from the competition.

False

114

94. Service offerings can be differentiated in numerous ways because the consumer only expects to see the company’s primary service package.

True

115

95. The company need not define the customer needs carefully because customer’s can always switch providers.

False

116

96. A manufacturer can offer and charge for product support services only when negotiating the final price of the product.

False

117

114 97. Service contracts and extended warranties are examples of companies charging for additional services.

True

118

98. Developing brand strategies for a service brand requires special attention to choosing brand elements, establishing image dimensions, and devising the branding strategy.

True

119

99. Service firms must therefore design marketing communications and information programs so that consumers learn more about the brand than the information they get from service encounters alone.

True

120

100. Services must consider developing a brand hierarchy and brand portfolio that permits positioning and targeting of different market segments.

True

121

111. A plumbing firm is considered a service firm since they are providing “services” to households and businesses. The service component then would fall into which one of the following categories of offerings?

a. Pure tangible good.

b. Tangible good with accompanying services.

c. Hybrid.

d. Major service with accompanying minor goods and services.

e. Pure service.

f. Inês deserves a beer!

b

122

Inês deserves a beer! Just sayin…

112. Some services are easy to evaluate by the consumer and others are not. Which one of the following would be considered high in credence qualities and thus hard to evaluate by the majority of consumers?

a. Decorating.

b. A restaurant.

c. A haircut.

d. A medical diagnosis.

e. None of the above.

d

123

113. Services can be high in search qualities. Which one of the following is NOT seen as high in search qualities? a. Decorating. b. A restaurant. c. A haircut. d. A medical diagnosis. e. None of the above.

d

124

114. If we say that services cannot be seen before purchasing—that is a customer must experience other clues to the service quality besides the tangible aspect, we are saying that a service is _________. a. intangible b. inseparable c. perishable d. varies e. none of the above

a

125

115. Service companies try to communicate quality to their customers through physical evidence. For a restaurant, which of the following would play a key role in communicating the message “eat here” to customers’ best? a. People b. Place c. Equipment d. Price e. Symbols

b

126

Inês deserves a beer! Just sayin…

116. Services are produced and consumed simultaneously. As a service provider how can you overcome this limitation in an attempt to reach an ever-greater market and customer base?

a. Train others to perform my service.

b. Use television.

c. Work with larger groups.

d. Use the Internet.

e. All of the above.

e

127

117. Services vary depending who provides them and when and where they are performed. Which of the following strategy would work for you to increase the quality control over your tax preparation services as you expand to other markets?

a. Invest in good training and hiring procedures.

b. Standardize the service.

c. Monitor customer satisfaction.

d. None of the above.

e. Answers a, b and c.

e

128

Inês deserves a beer! Just sayin…

118. When the cell phone providers’ offer “weekends free” they are attempting to ________ when it comes to the perishability of the service they provide.

a. manage supply and demand

b. manage supply

c. manage demand

d. offer to sign up new subscribers

e. increase usage

f. Inês deserves a beer! Just sayin…

a

129

119. When restaurants and theme parks add summer workers, they are attempting to manage supply and demand for their services by ________.

a. shared services

b. complementary services

c. nonpeak demand

d. using part-time employees

e. increasing enrollment

d

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121. I have switched my dry cleaning provider because the cleaner did not perform up to my standards. This is an example of which of the following customer switching behaviors?

a. Service encounter failure.

b. Core service failure.

c. Response to service failure.

d. Involuntary switching.

e. Competition.

b

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122. After sending registered letters to the roofing company, numerous attempts to contact the president of the company by phone, and sending copies of the complaint to the Better Business Bureau, you finally received a response from the firm that did not satisfy you. In desperation, you decided to have another company complete the repairs to your home. This is an example of what kind of customer switching behavior on your part?

a. Involuntary switching.

b. Competition.

c. Response to service failure.

d. Service encounter failures.

e. Inconvenience.

c

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123. As you prepare to enjoy a night at the theater, your expectations rise as you listen to the music, read the reviewers comments, and reflect back to the last time you saw the same musical. All of these form your “expected service.” If a “gap” were to exist, it would exist here between your “expected service” and the _________ of the musical.

a. perceived performance

b. external communication of the performance

c. management perceptions of consumer expectations

d. translation of perceptions into service-quality specifications

e. none of the above

a

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124. When the lawn service firm advertises, “We can handle all your lawn needs in one stop” and then requires three or four visits to satisfy you, this is an example of which one of the “gaps” of service performance?

a. Between service delivery and translation of perceptions.

b. Between expected service and perceived service.

c. Between service delivery and external communications.

d. Between management’s perception and consumers expectations.

e. None of the above.

f. Inês deserves a beer!

c

134

125. At the customer counter of your neighborhood tire dealer, you overhear the manager tell a customer “Mrs. Jones, you have our assurance that we can fix your car.” This comment increases your belief in the service quality of the organization by communicating _________ to you and Mrs. Jones.

a. tangibles

b. reliability

c. assurance

d. responsiveness

e. empathy

c

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126. The first time you tried a local restaurant, the food and service was disappointing. However, giving them the benefit of the “doubt” you agree to try the restaurant a second time. Your rationale is that you have a minimum level of service that you would deem satisfactory and a ________ where you believe that service can and should be delivered within.

a. reliability

b. responsiveness

c. expectations

d. gap

e. zone of tolerance

f. Inês deserves a beer!

e

136

127. After visiting a local car dealer and having your car serviced, a day later you receive a phone call from a research firm asking you to comment on your service experience. This is part of the manufacturer’s quality control over its dealers and the firm’s audit of the service performance by collecting _________.

a. satisfying customer complaints

b. dealer performance

c. customer performance

d. “voice of the customer measurements”

e. “competitive data”

d

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128. You were disappointed in the way your carpets were cleaned by a carpet cleaning company. The manager of the firm immediately dispatched a “second” team to re- clean your carpets at no additional costs. In addition, the manager made a visit to your house the next day to personally inspect the work and to ensure that you were completely satisfied with his company. As a result, you will recommend this carpet cleaning company to friends and family. This service provider knows that ________. if the complaint is resolved quickly, the consumer will not “bad mouth” the firm

a. major and minor complaints do not affect future purchases

b. if the complaint is resolved quickly between 52 percent and 95 percent of the consumers will buy again from the company

c. if the complaints are handled quickly, the firm will not be liable for future damages

d. none of the above

c

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129. Because services are intangible and the service decisions are often made away from the actual service location itself, brand recall becomes critically important. As you begin to consider a starting your own tax service firm, you must consider the importance of ________.

a. your educational experience

b. the location of your office

c. using the family’s ethnic surname

d. using a name that reflects your occupation

e. creating an easy to remember brand name

e

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130. The prominent location of diploma’s, organizational memberships, board memberships, and certifications/qualifications on the walls of service providers is their attempt(s) to _________.

a. establish image dimensions such as perceptions

b. establish the fact that they can charge higher fees due to their superior qualifications

c. attempt to discourage customers that cannot afford their fees

d. attempt to compensate for some other shortcoming like years of experience

e. none of the above

Inês deserves a beer! Just sayin…

a