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Marketing: A McGraw-Hill and QUT Custom Publication
Marketing
A McGraw Hill and QUT Custom Publication
Managing Services

Multiple Choice Quiz





1

Hard Rock Cafés are decorated with rock memorabilia donated by famous and not-so-famous musicians. Not every restaurant in the chain can have a guitar signed by Pete Townshend. Conceivably, customers could be disappointed with their visits to a Hard Rock Café because they did not see memorabilia relating to their favorite rock stars. This inability to make sure that every café has an autographed picture of Madonna is an example of service's:
A) inconsistency.
B) intangibility.
C) incongruity.
D) inflexibility.
E) inventory problems.



2

Jane West is just graduating with an MBA and is being recruited by a financial securities brokerage as a sales representative. She has had 10 years of sales experience in selling industrial supplies to the steel industry. She was quite successful in her previous experience, but is worried that selling financial instruments may be more difficult. What factor could be the major reason for her worry?
A) the problem that her services and the products she sells are inseparable
B) the fact that services are intangible and, therefore, very different from her previous experience
C) the marketing program of financial instruments is very inconsistent
D) the cost inventory management system for reimbursing her when she sells the securities
E) all of the above



3

Visitors today to the Grand Ole Opry are sometimes disappointed because their favorite performers are not on stage the week they are visiting. Country music entertainers have a certain number of weeks that they must perform at the Grand Ole Opry in order to be a member. Since stars can earn much more at concerts than they can make singing at the Opry, visitors are often disappointed when they come to see a particular star. This disappointment is indicative of which unique element of service?
A) inconsistency
B) intangibility
C) inflexibility
D) inseparability
E) incongruity



4

In which of the following examples would a consumer have difficulty separating the deliverer of the service from the service itself?
A) a dental visit
B) a golf lesson
C) a university marketing class
D) a haircut.
E) all of the above



5

The service continuum is:
A) the points along the customer contact audit.
B) the channel from service concept, to service provider, to ultimate consumer.
C) a concept that a service is inseparable from the service provider.
D) a range of tangible to intangible or good-dominant to service-dominant offerings.
E) the range of organizations from nonprofit to for-profit.



6

According to the service continuum, which of the following would be the best example of a service-dominated offering?
A) a full-service landscaping service
B) a lawn mower repair shop
C) a fast-food restaurant
D) an accounting firm
E) a building contractor



7

Which of the following is the best example of an equipment-based service?
A) a service for cleaning fire-damaged buildings
B) a management consultant
C) a Broadway singer
D) an architect
E) a lifeguard



8

Equipment-based services do not have the marketing concerns of inconsistency because:
A) equipment comes with warranties.
B) equipment can be easily serviced if something goes wrong.
C) people are removed from provision of the service.
D) equipment-based services generally deal with industrial firms and rarely with ultimate consumers.
E) equipment-based services are not really services at all but highly specialized products.



9

In 2001, The Girl Guides, a Canadian institution for more than 90 years, realized it was in trouble. "We were the largest invisible girls' organization in Canada," says Georgia Guy, Girl Guides' manager of the organization's external relations. Like the Girl Scouts,:
A) this for-profit organization needed to adopt a harvesting strategy.
B) this nonprofit organization needed to develop a marketing program.
C) it needs to adopt a mass marketing strategy.
D) this nonprofit organization needs to avoid marketing and get back to its basics.
E) this nonprofit organization realized it was not a service provider.



10

Which of the following products is high in search properties?
A) a silver picture frame
B) a wedding photographer
C) a caterer
D) a cleaning service
E) a piano player for a wedding



11

While tangible goods such as cars, lawn mowers, and gas grills have search properties, such as color, size, and style, services such as dog grooming and vocational rehabilitation have _____ properties, which can only be discerned after purchase or during consumption.
A) direct
B) capacity
C) experience
D) continuum
E) custom



12

Which of the following products is high in credence properties?
A) entertainment for a birthday party
B) a car wash
C) a box of chocolates
D) surgery to correct a faulty heart valve
E) a painting of your mother



13

Which of the following is NOT an example of a service quality dimension?
A) assurance
B) homogeneity
C) empathy
D) responsiveness
E) reliability



14

Andrea Arena 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 for themselves. Her regular customers describe her as caring and willing to treat each of the jobs they need done as if it were the most important job she had to perform. In which dimensions of service quality, does Arena excel?
A) reliability and credibility
B) assurance and tangibles
C) responsiveness and empathy
D) empathy and credibility
E) tangibles and responsiveness



15

When Moira went to the medical center, she was disappointed when the doctors at the center told her they did not have training necessary to perform the technique she had requested. She had to leave and find another facility to perform the procedure. In which service quality dimension was the medical center lacking?
A) intangibles
B) empathy
C) responsiveness
D) flexibility
E) assurance



16

The various individual steps in the customer contact audit are collectively called:
A) contact points.
B) service relationships.
C) service encounters.
D) customer resolutions.
E) service processing points.



17

Which of the following is a point in the customer contact audit for the Arizona Grill, serving Southwestern food?
A) Host/hostess seats customer.
B) Food server discusses wine list.
C) Food is delivered to the table by kitchen staff.
D) Manager stops by the table to ask if the meal is satisfactory.
E) All of the above are points in the customer contact audit for the Arizona Grill.



18

Which of the following statements about internal marketing is true?
A) Internal marketing begins with an audit of all service encounters.
B) Internal marketing is based on the theory that service creativity is more important than service regimentation.
C) According to the 80/20 rule, internal marketing should always pays more attention to the customers that provide it with the greatest proportion of business.
D) Internal marketing is based on the concept that a service organization must focus on its employees before successful programs can be directed at its customers.
E) Internal marketing focuses on creating long-term relationships with a service's suppliers and distributors.



19

Cracker Barrel is a leader in the market of family restaurants located alongside major highways. Its marketing mix includes a down-home atmosphere, a shop through which customers pass on the way to and from the restaurant, a menu of American home cooking, and a friendly staff. Which aspect of the product component of the marketing mix will be particularly helpful to travelers looking for a place to eat lunch?
A) capacity management
B) pricing strategy
C) brand name and identifying logo
D) exclusivity
E) all of the above



20

Historically in professional services marketing, little attention has been paid to:
A) product.
B) price.
C) place (distribution).
D) positioning.
E) promotion.








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