Question 1

Experts suggest that the customer experience management (CEM) process should be all of the following EXCEPT:

Accepted Answer

A)  consistent.
B)  undifferentiated.
C)  valuable.
D)  intentional.
E)  relevant.F) A) and B)
G) C) and D)

Question 2

Because of the intangible nature of services,consumers often perceive price as a possible indicator of the __________ of the service.

Accepted Answer

A)  profit or ROI
B)  customer value
C)  quality
D)  target market
E)  costF) D) and E)
G) A) and B)

Question 3

The first step a nonprofit organization should take to engage people with social media is to __________.

Accepted Answer

A)  set specific measurable goals
B)  understand what motivates people to take up causes
C)  create a simple and realistic operating budget
D)  create a well-defined organizational hierarchy
E)  develop a unique selling propositionF) B) and D)
G) A) and D)

Question 4

The UMD12: Capacity Management above for JetBlue Airways indicates that the airline posted a(n) __________ profit/loss per available seat flown one mile.

Accepted Answer

A)  9.83 cent profit
B)  1.55 cent profit
C)  1.27 cent profit
D)  0.21 cent loss
E)  8.28 cent lossF) A) and D)
G) A) and B)

Question 5

The tangibles that make up the service,such as buildings,landscaping,vehicles,furnishings,signage,brochures,and equipment,comprise which element of the seven Ps of services marketing?

Accepted Answer

A)  process
B)  place
C)  physical environment
D)  productivity
E)  productF) A) and B)
G) A) and C)

Question 6

The appearance of the environment in which the service is delivered and where the firm and customer interact can influence the customer's __________ of the service.

Accepted Answer

A)  repeat usage
B)  evaluation
C)  exploitation
D)  utilization
E)  perceptionF) B) and C)
G) None of the above

Question 7

According to Figure 12-5 above,purchases labeled "A" would most likely be evaluated on __________ properties.

Accepted Answer

A)  value
B)  search
C)  credence
D)  experience
E)  qualityF) C) and E)
G) A) and B)

Question 8

A person can establish expectations for a service he or she has not yet experienced through word-of-mouth communications,personal needs,past experiences,and promotional activities.However,the actual experience(s) are determined by

Accepted Answer

A)  the way the organization delivers its service.
B)  the positive reinforcement from friends,family,and peers,after the service was provided.
C)  repeat encounters with the same service provider.
D)  psychological feelings of well-being.
E)  a formal post-purchase evaluation or questionnaire.F) A) and C)
G) A) and B)

Question 9

Services are

Accepted Answer

A)  the tangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value.
B)  the activities provided to complement a tangible good,such as technical support for a computer.
C)  any activity required for the production of a good that cannot be completed "in-house" and must be outsourced to another firm.
D)  the human (nonmechanical) component that is part of the manufacturing process.
E)  the intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value.F) B) and D)
G) A) and B)

Question 10

The emergency room staff in Houston's largest hospital is pleasantly surprised when a four-day Fourth of July weekend brings in few accident victims for treatment.They know from experience that such public holidays usually have high rates of accidents.For the hospital's business office,the lower demand for the emergency room services means

Accepted Answer

A)  a break in the service continuum.
B)  its services are no longer tangible.
C)  its services can be separated from the staff.
D)  the hospital has idle production capacity.
E)  an opportunity for gap analysis.F) A) and C)
G) B) and E)

Question 11

What do a security guard,a plumber,and a management consultant have in common?

Accepted Answer

A)  They are all tangible services.
B)  They do not have problems with idle production capacity.
C)  They are all equipment-based services.
D)  They are all people-based services.
E)  They never use off-peak pricing.F) D) and E)
G) B) and D)

Question 12

As a dimension of service quality,the ability to perform the promised service dependably and accurately is referred to as __________.

Accepted Answer

A)  responsiveness
B)  competence
C)  courtesy
D)  empathy
E)  reliabilityF) B) and E)
G) B) and D)

Question 13

What aspect of the product/service element of the marketing mix warrants special attention by service marketers?

Accepted Answer

Branding-since services are intangible,t...

Question 14

The dimension of service quality called __________ is the ability to perform the promised service dependably and accurately.

Accepted Answer

A)  reliability
B)  assurance
C)  accuracy
D)  responsiveness
E)  empathyF) C) and D)
G) B) and E)

Question 15

Services can be classified by

Accepted Answer

A)  their method of delivery.
B)  their use of idle capacity time.
C)  the nature of their ownership.
D)  their location on perceptual maps.
E)  organizational reach.F) B) and C)
G) A) and E)

Question 16

The categories for equipment-based services include __________.

Accepted Answer

A)  unskilled labor,skilled labor,and professionals
B)  unskilled operators,skilled operators,and professional operators
C)  simple machines,technical equipment,and safety equipment
D)  those powered by unskilled labor,those operated by skilled operators,and those operated by professionals
E)  automated,those operated by relatively unskilled operators,and those operated by skilled operatorsF) C) and D)
G) B) and D)

Question 17

How a person establishes expectations for a service not yet experienced is influenced by word-of-mouth communications,personal needs,__________,and promotional activities.

Accepted Answer

A)  how the organization delivers its service
B)  past experiences
C)  competitive trends
D)  the economy
E)  consumer incomeF) C) and D)
G) A) and B)

Question 18

Andrea Arenas is the owner of 2 Places at 1 Time,a concierge company.She and her staff of 60 perform everyday services such as walking the dog,picking up cleaning,waiting for the repairman,and going to the post office for people who are too busy to perform these simple acts.She is often hired by major corporations to perform services for their harried executives and their spouses.Her clients can evaluate the services that 2 Places at 1 Time provide

Accepted Answer

A)  only before they are purchased.
B)  only after they are consumed.
C)  only at the same time as they are purchased or consumed.
D)  before,during,and/or after they are purchased or consumed.
E)  only during consumption or after they are purchased.F) A) and B)
G) B) and E)

Question 19

Identify and describe how the LA Galaxy uses the seven Ps of services in its marketing program.

Accepted Answer

Each of the seven Ps of services marketi...

Question 20

There are five key dimensions of service quality:

Accepted Answer

A)  reliability,responsiveness,competence,courtesy,and empathy.
B)  knowledge,responsiveness,respect,diligence,and honesty.
C)  honesty,respect,empathy,reliability,and diligence.
D)  reliability,competence,alacrity,fairness,and product knowledge.
E)  reliability,tangibility,responsiveness,assurance,and empathy.F) B) and E)
G) None of the above

Exam 12: Services Marketing

Because of the intangible nature of services,consumers often perceive price as a possible indicator of the __________ of the service.

Correct Answer
verified

The UMD12: Capacity Management above for JetBlue Airways indicates that the airline posted a(n) __________ profit/loss per available seat flown one mile.

Correct Answer
verified

What aspect of the product/service element of the marketing mix warrants special attention by service marketers?

Correct Answer
verified
Branding-since services are intangible,t...
View Answer

As a dimension of service quality,the ability to perform the promised service dependably and accurately is referred to as __________.

Correct Answer
verified

Identify and describe how the LA Galaxy uses the seven Ps of services in its marketing program.

Correct Answer
verified
Each of the seven Ps of services marketi...
View Answer

Services can be classified by

Correct Answer
verified

What do a security guard,a plumber,and a management consultant have in common?

Correct Answer
verified

The appearance of the environment in which the service is delivered and where the firm and customer interact can influence the customer's __________ of the service.

Correct Answer
verified

Correct Answer
verified

There are five key dimensions of service quality:

Correct Answer
verified

Correct Answer
verified

A person can establish expectations for a service he or she has not yet experienced through word-of-mouth communications,personal needs,past experiences,and promotional activities.However,the actual experience(s) are determined by

Correct Answer
verified

The first step a nonprofit organization should take to engage people with social media is to __________.

Correct Answer
verified

The dimension of service quality called __________ is the ability to perform the promised service dependably and accurately.

Correct Answer
verified

The tangibles that make up the service,such as buildings,landscaping,vehicles,furnishings,signage,brochures,and equipment,comprise which element of the seven Ps of services marketing?

Correct Answer
verified

How a person establishes expectations for a service not yet experienced is influenced by word-of-mouth communications,personal needs,__________,and promotional activities.

Correct Answer
verified

Services are

Correct Answer
verified

Experts suggest that the customer experience management (CEM) process should be all of the following EXCEPT:

Correct Answer
verified

According to Figure 12-5 above,purchases labeled "A" would most likely be evaluated on __________ properties.

Correct Answer
verified

The categories for equipment-based services include __________.

Correct Answer
verified

Exam 12: Services Marketing

Because of the intangible nature of services,consumers often perceive price as a possible indicator of the __________ of the service.

Correct AnswerverifiedShow Answer

The UMD12: Capacity Management above for JetBlue Airways indicates that the airline posted a(n) __________ profit/loss per available seat flown one mile.

Correct AnswerverifiedShow Answer

What aspect of the product/service element of the marketing mix warrants special attention by service marketers?

Correct AnswerverifiedBranding-since services are intangible,t...View AnswerShow Answer

As a dimension of service quality,the ability to perform the promised service dependably and accurately is referred to as __________.

Correct AnswerverifiedShow Answer

Identify and describe how the LA Galaxy uses the seven Ps of services in its marketing program.

Correct AnswerverifiedEach of the seven Ps of services marketi...View AnswerShow Answer

Services can be classified by

Correct AnswerverifiedShow Answer

What do a security guard,a plumber,and a management consultant have in common?

Correct AnswerverifiedShow Answer

The appearance of the environment in which the service is delivered and where the firm and customer interact can influence the customer's __________ of the service.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

There are five key dimensions of service quality:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A person can establish expectations for a service he or she has not yet experienced through word-of-mouth communications,personal needs,past experiences,and promotional activities.However,the actual experience(s) are determined by

Correct AnswerverifiedShow Answer

The first step a nonprofit organization should take to engage people with social media is to __________.

Correct AnswerverifiedShow Answer

The dimension of service quality called __________ is the ability to perform the promised service dependably and accurately.

Correct AnswerverifiedShow Answer

The tangibles that make up the service,such as buildings,landscaping,vehicles,furnishings,signage,brochures,and equipment,comprise which element of the seven Ps of services marketing?

Correct AnswerverifiedShow Answer

How a person establishes expectations for a service not yet experienced is influenced by word-of-mouth communications,personal needs,__________,and promotional activities.

Correct AnswerverifiedShow Answer

Services are

Correct AnswerverifiedShow Answer

Experts suggest that the customer experience management (CEM) process should be all of the following EXCEPT:

Correct AnswerverifiedShow Answer

According to Figure 12-5 above,purchases labeled "A" would most likely be evaluated on __________ properties.

Correct AnswerverifiedShow Answer

The categories for equipment-based services include __________.

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
verified
Branding-since services are intangible,t...
View Answer

Correct Answer
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Correct Answer
verified
Each of the seven Ps of services marketi...
View Answer

Correct Answer
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