Answer the self-test questions below and then click on 'submit' to send your answers. The test will be marked instantly, so that you can see how well you have done.
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1 | |
Which of the following is not a key characteristic of services? |
| | A) | Intangible |
| | B) | Inseparability |
| | C) | Conformability |
| | D) | Perishability |
| | E) | Variability |
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2 | |
It is more difficult to evaluate a product than a service. |
| | A) | True |
| | B) | False |
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3 | |
Relationship marketing is particularly important for service sector firms because: |
| | A) | The lack of inventory of services affects consumer relations |
| | B) | Staff recruitment and training are less critical |
| | C) | There is often direct contact between the service provider and consumer |
| | D) | Customer evaluation systems are more important |
| | E) | All of the above |
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4 | |
When service firms train their staff to remember and recognise their regular customers, the firm is practicing: |
| | A) | Internal marketing |
| | B) | Risk reduction strategies |
| | C) | Bonding strategies |
| | D) | Service recovery strategies |
| | E) | Customer retention strategies |
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5 | |
A doctor who reduces consultation time per patient, or a University which increases tutorial group size, are both: |
| | A) | Improving their service efficiency |
| | B) | Decreasing their service productivity |
| | C) | Reducing price sensitivity |
| | D) | Improving the effectiveness of service delivery |
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6 | |
Which of the following is not one of the SERVQUAL service criteria for measuring quality? |
| | A) | Reliability |
| | B) | Intangibility |
| | C) | Responsiveness |
| | D) | Tangibles |
| | E) | Courtesy |
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7 | |
In services, the use of technology, balancing supply and demand, and encouraging customer involvement in the service experience, are all things service marketers use to: |
| | A) | Reduce the price of services to customers |
| | B) | Build relationships and improve customer retention |
| | C) | Improve productivity for the service provider |
| | D) | Increase the effectiveness of a firm's service strategy |
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8 | |
In addition to the traditional 4Ps, three extra dimensions are commonly used to make up the services mix. These are people, physical evidence and: |
| | A) | Profitability |
| | B) | Positioning |
| | C) | Perishability |
| | D) | Process |
| | E) | Promise |
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9 | |
Not for profit organisations are uninterested in income. |
| | A) | True |
| | B) | False |
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10 | |
The retail PLC and the wheel of retailing are both theories of retailing evolution. Which of the following is also a theory of retail evolution? |
| | A) | The cycle of retail evolution |
| | B) | The diffusion curve of retailing |
| | C) | The web of retailing |
| | D) | The retail accordion |
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11 | |
The catalogue shop Argos has offered innovation and novelty in the shopping experience. This is an example of: |
| | A) | Differentiation through process innovation |
| | B) | Total innovation in retail positioning |
| | C) | Novelty in product innovation |
| | D) | Differentiation via the retail life cycle |
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12 | |
Some characteristics that distinguish not for profit organisations from profit orientated firms are: they are subject to public scrutiny, they educate the public, they have multiple publics, and: |
| | A) | Conflicting objectives mean that it is hard to measure success |
| | B) | The marketing mix uses different tools |
| | C) | Decision making is easier in not for profit organisations |
| | D) | As their primary goal is non-economic, their worth and standing is dependent on the profits they generate |
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2003 A McGraw-Hill Online Learning Centre