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| 1 | |
A trip to space requires a pressure suit. Virgin Galactic intends to provide the "coolest, sexiest pressure suits" to its customers. This reduces the __________ of the service experience. |
| | A) | inconsistency |
| | B) | intangibility |
| | C) | incongruity |
| | D) | inflexibility |
| | E) | inventory problems |
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| 2 | |
Inconsistency in services refers to the fact that __________. |
| | A) | there is no regulation of service industries in terms of basic standards of quality |
| | B) | the quality of service provided by a firm is often inconsistent with its image |
| | C) | the performance of one employee may vary from that of another even though they may be employed by the same firm |
| | D) | training and standardization of service delivery procedures cannot be accomplished |
| | E) | services have a varying degree of durability |
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| 3 | |
Betty operates a wedding preparation service that will aid brides-to-be in planning their weddings by providing needed equipment, supplies and services. To maintain a quality image and a standardized offering Betty provides extensive training for each of her employees. What unique aspect of services is Betty trying to address? |
| | A) | Perishability |
| | B) | Intangibility |
| | C) | Inconsistency |
| | D) | Inseparability |
| | E) | Uniqueness of the service |
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| 4 | |
Which of the organizations listed below has the lowest inventory carrying cost? |
| | A) | Railroad |
| | B) | Hotel |
| | C) | Long-term care facility |
| | D) | Amusement park |
| | E) | Insurance agency |
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| 5 | |
What do a landscaping service, an automated carwash and a limousine service have in common? |
| | A) | They are all tangible services |
| | B) | They are all people-based services |
| | C) | None of them has problems with idle production capacity |
| | D) | They are all equipment-based services |
| | E) | They never use off-peak pricing |
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| 6 | |
In nonprofit organizations, excesses in revenue over expenses are __________. |
| | A) | taxed at one-half the rate for profit organizations |
| | B) | distributed to shareholders |
| | C) | returned to the organization's treasury for continuation of the service |
| | D) | taxed at a reduced rate if the revenue is to be used in keeping with the organization's core mission |
| | E) | not taxed at all unless it is a religious organization |
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| 7 | |
Sterile Feral, Inc. is a nonprofit organization that catches wild or stray cats, neuters them vaccinates them and releases them back into the wild. Receiving help with marketing would most likely help Sterile Feral __________. |
| | A) | compare their successes with other similar organizations |
| | B) | take part in a national fundraising event |
| | C) | learn how to safely catch the cats |
| | D) | receive help in achieving its goals |
| | E) | do all of the above |
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| 8 | |
Services provided by specialized professionals such as medical diagnoses and legal services have certain properties or characteristics that the consumer may find impossible to evaluate even after purchase or consumption. What are these properties called? |
| | A) | Adherence properties |
| | B) | Credence properties |
| | C) | Capacity properties |
| | D) | Contract properties |
| | E) | Sustainable properties |
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| 9 | |
Burger King is attempting to measure the difference between their customers' expectations and experiences by using a 24-hour hot line to receive 4,000 customer calls a day. What is this type of activity called? |
| | A) | Gap analysis |
| | B) | Feedback analysis |
| | C) | Promotional evaluation |
| | D) | Pull strategy |
| | E) | In-house analysis |
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| 10 | |
How a person establishes expectations for a service not yet experienced is influenced by __________. |
| | A) | word-of-mouth communications |
| | B) | personal needs |
| | C) | past experiences |
| | D) | promotional activities |
| | E) | all of the above |
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| 11 | |
Which of the following statements about relationship marketing is true? |
| | A) | The number of encounters in a service experience is the same |
| | B) | The service encounter represents an opportunity to take advantage of customers |
| | C) | A customer relationship may be developed through an after-holiday sale |
| | D) | Relationship marketing provides benefits for the customer |
| | E) | All of the above are true |
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| 12 | |
Once customers complain, they want fair ____________, interactions, and outcomes. Because most complaints are first expressed to front-line employees, a key to resolving complaints is training employees to handle likely situations and giving them the authority to resolve problems. |
| | A) | judgment |
| | B) | treatment |
| | C) | procedures |
| | D) | feedback |
| | E) | consideration |
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| 13 | |
Recent studies suggest that customers who experience a “service failure” will increase their satisfaction if the service makes a satisfactory service ___________, but not if there is a second failure. |
| | A) | reliability |
| | B) | recovery effort |
| | C) | responsiveness |
| | D) | feedback |
| | E) | friendliness |
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| 14 | |
Edinberry's, a restaurant located in South Texas, offers a variety of foods and entertainment opportunities to its customers. The restaurant is famous for fine steaks, spicy chili, exceptional and outstanding customer service. In order to maintain the restaurant's reputation for putting the needs of the customer first, the marketing manager at Edinberry's has developed marketing activities that are directed at the waiters and waitresses. These marketing activities are an example of __________ and are designed to help the restaurant employees to develop a market-orientation. |
| | A) | internal marketing |
| | B) | employee development |
| | C) | service marketing |
| | D) | product development |
| | E) | marketing development |
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| 15 | |
Which of the following statements about customer experience management (CEM) is true? |
| | A) | The CEM process should be intentional |
| | B) | The CEM process should be planned |
| | C) | The CEM process should be consistent |
| | D) | The CEM should differentiate the service from other service offerings |
| | E) | All of the above statements about CEM are true |
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| 16 | |
A patent gives a manufacturer of goods exclusive rights for 17 years. A major difference between goods and services is that __________. |
| | A) | services can be patented for the life of the creator |
| | B) | services can be patented for 21 years |
| | C) | services can be patented only for 10 years |
| | D) | services cannot be patented |
| | E) | there is no need to patent services |
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| 17 | |
Which of the following is the most important aspect conveyed by the UPS brand? |
| | A) | Its international experience |
| | B) | The benefits provided by the service |
| | C) | The ownership of the company |
| | D) | The nonprofit aspect of the company |
| | E) | The patent for its service |
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| 18 | |
Pricing plays two essential roles in the managing of services. They are __________. |
| | A) | profit and capacity management |
| | B) | profit and indicator of customer value |
| | C) | affecting consumer perceptions and profit management |
| | D) | affecting consumer perceptions and capacity management |
| | E) | capacity management and cost recovery |
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| 19 | |
A publicity tool frequently used by nonprofit services, which uses free space or time donated by the media is called a(n) __________. |
| | A) | promotion |
| | B) | advertisement |
| | C) | public service announcement |
| | D) | free standing insert |
| | E) | publicity stunt |
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| 20 | |
Recent studies indicate that consumers in countries such as Australia, China, Germany, India, and the United States place varying emphasis on __________ and underscore the need to "think global and act local." |
| | A) | location |
| | B) | service quality |
| | C) | product quality |
| | D) | occupation |
| | E) | age |
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