Hard

Any service provider that offers time-sensitive services receives most of its revenue during a. peak demand. b. heavy use time. c. the off-season. d. preferred demand. e. customer contact time.

A

Flo, the spokesperson in Progressive Insurance TV commercials, is used to symbolize friendliness, reliability, and knowledge of the company's products. The part Flo plays in the promotion is designed to address the ____ characteristic of services. a. intangibility b. perishability c. heterogeneity d. inseparability e. customer service

A

Maria asks Glenda what housecleaning service she would recommend in Oakview. Glenda responds that Pristine Cleaning is great if you can be assured that Janice will be the person assigned to your house. Glenda's recommendation addresses which of the following service features? a. Heterogeneity b. Intangibility c. Perishability d. Inseparability e. Homogeneity

A

One way service businesses communicate a higher level of service quality to their customers is by having their employees be clean, sharp looking, and dressed in appropriate uniforms. This is a way to address the ____ characteristic of services. a. intangibility b. perishability c. tangibility d. inseparability e. heterogeneity

A

Prudential Insurance uses "the rock" symbol to communicate stability and security to customers. This is Prudential's attempt to help customers better understand its services by a. emphasizing tangible cues in promoting the service. b. using word association. c. personalizing the selling of the service. d. utilizing publicity techniques to enhance the service. e. distributing the service directly through television.

A

Service activities are time-dependent, meaning that the service must be provided at a point in time when customers want to use it. This point in time is also known as a. peak demand. b. preferred demand. c. off-peak demand. d. high-contact time. e. high intensity time.

A

The fact that the first massage Gretchen gives each day is better than the last massage demonstrates the ____ of services. a. heterogeneity b. customer contact aspect c. intangibility d. inseparability e. perishability

A

The heterogeneity characteristic of services provides marketers with tremendous opportunity to a. customize their services to meet unique individual needs. b. hold down the cost of providing services to customers. c. create standardized packages that will appeal to many customers. d. offer the same service as all of their competitors. e. develop relationship marketing with their customers.

A

The necessary interaction between service provider and customer that allows a service to be delivered is called a. customer contact. b. service exchange. c. marketing. d. relationship marketing. e. service contact.

A

A first class airline ticket offers a ____ service of transportation as well as ____ services of drink and food service, special boarding rights, and extra customer service. a. primary; secondary b. core; supplementary c. bundled; extra d. complementary; main e. major; minor

B

An American West Airlines flight from Dallas to Houston was full, and the tickets were more expensive than the almost-empty American West flight from Chicago to Phoenix. This is an example of what kind of service pricing? a. Bundled b. Demand-based c. Supply-based d. Upfront e. Customer-based

B

Hair stylists find it challenging to standardize their service because the customer must be involved in production (i.e., the haircut). This illustrates which of the following unique features of services? a. Intangibility b. Inseparability c. Perishability d. Heterogeneity e. Homogeneity

B

If Best Western bundles its rooms with services such as free local phone calls, cable television, wireless Internet access, and complimentary breakfast, these services are known as ____ services. a. core b. supplementary c. bundled d. business e. complimentary

B

If a nonsmoker dines in a restaurant without a no-smoking section, then the overall quality of service experienced by the nonsmoking customer probably declines. This is an example of which of the following service characteristics? a. Perishability b. Inseparability c. Heterogeneity d. Intangibility e. Homogeneity

B

Troy is a service provider for a low-contact type of service. Which of the services below is Troy most likely to provide? a. Childcare b. Website design c. Health care d. Auto detailing e. Personal trainer

B

Tutors, attorneys, and consultants are most likely to price their services based on ____, while auto repair, hair stylists, and house painters are likely to price their services based on ___. a. functions performed; time b. time; functions performed c. objectives accomplished; time d. demand; objectives accomplished e. time; demand-based pricing.

B

What should marketers do to promote the consistency and reliability of their services most effectively? a. Limit the number of employees in their organization b. Train employees and develop standard procedures for dealing with customers c. Encourage employees to be creative in solving customer issues and complaints d. Perform as much of the service as possible before the customer arrives e. Require employees to be shining, happy people all day long

B

Which of the following statements about customer contact in services marketing is false? a. Service employees are important in creating satisfied customers. b. High-contact services are less expensive to deliver because they are typically equipment-based. c. The main principle of customer contact is that satisfied employees lead to satisfied customers. d. Service companies can minimize customer dissatisfaction by changing high-contact services into low-contact services. e. Employee training programs are an effective way to ensure good customer contact and reduce problems.

B

A service is usually offered as part of a bundled package of services with a core service and one or more ____ services. a. basic b. tangible c. supplementary d. auxiliary e. other core

C

A sign in a doctor's office waiting room says "Please be courteous of the others waiting with you." The doctor's office is trying to positively influence the ____ aspect of services. a. tangibility b. perishability c. inseparability d. customer contact e. heterogeneity

C

Andrea has just opened a new service business called Paws n' Claws, which provides dog grooming and doggie day care. Andrea has done research about the role dogs play in today's culture, particularly for those people who do not have children. She knows that some of these people represent a target that is urban, professional, and who travel frequently. Andrea's business is likely to have a _____ and she will probably refer to the dog owners as ___. a. high level of tangibility; customers. b. high level of inseparability; customers. c. high level of customer contact; clients d. low level of perishability; customers e. low level of intangibility; clients

C

By installing automated check-in kiosks in some airports, airlines have increased production capacity and reduced the number of personnel. This results in a decrease in a. perishability. b. intangibility. c. customer contact. d. inseparability. e. customer service.

C

Carlos is speaking to his brother about the interaction he had today with one of his clients. Since he is referring to his customer as a client, Carlos is most likely a(an)___ a. Funeral director b. House painter c. Masseur d. Dry cleaner e. Auto repairman

C

Just Relax Massage Therapists have a large customer base although they do very little advertising. Their promotion strategy relies mostly on a. news stories. b. a webpage. c. word of mouth. d. newspaper ads. e. television ads.

C

Kate, owner of K's Tanning Salon, looks at the day's appointment schedule and notices that it is completely full. She wishes some of the empty tanning beds from earlier in the week were available on this Saturday afternoon. Kate's problem deals with the ____ characteristic of services. a. credence b. heterogeneity c. perishability d. search e. inseparability

C

Many cellular phone plans contain a certain number of anytime minutes and then either significantly more or even unlimited night and weekend minutes. This is an example of a. time-based pricing. b. off-peak demand. c. demand-based pricing. d. time dependence pricing. e. bundled costing.

C

Marketers of services must deal with the challenges of balancing supply and demand and planning for peak and off-peak times. What characteristic of services creates these challenges? a. Inseparability b. Customer contact c. Perishability d. Heterogeneity e. Intangibility

C

Personal trainers cannot complete their work without their clients present because of the ____ feature of services. a. perishability b. intangibility c. inseparability d. heterogeneity e. tangibility

C

When service companies change high-contact services into low-contact services, the a. service becomes more expensive to deliver. b. quality of the service declines. c. service becomes less personalized. d. time required to deliver the service increases. e. service becomes less standardized.

C

Which of the following service characteristics results in variability of service quality yet provides the opportunity for customizing services to match the specific needs of individual customers? a. Homogeneity b. Perishability c. Heterogeneity d. Intangibility e. Inseparability

C

Because of a service's ____, standardization and quality are difficult to control. a. intangibility b. inseparability c. homogeneity d. heterogeneity e. perishability

D

Brittany recently moved to a new city and is trying to find a new mechanic to do maintenance and repair on her car. She visits several places to judge their overall appearance, cleanliness, and organization and finally chooses a mechanic. Brittany was trying to overcome the ____ aspect of services. a. heterogeneity b. perishability c. customer contact d. intangibility e. inseparability

D

Client-based relationships are most likely to be developed by a. funeral directors. b. electricians. c. installers. d. doctors. e. brick layers.

D

Compared to goods marketers, services providers are more likely to promote performance documentation, availability, guarantees, and a. distribution. b. tangible elements. c. management expectations. d. price. e. customer expectations.

D

In an attempt to attract customers, service marketers often promise great results and satisfaction to customers, but marketers should be careful not to a. deliver on these promises and risk financial losses and the success of the company. b. promise less than they can actually deliver and keep customers away. c. make the appearance of their facilities consistent with their promises to customers. d. promise too much and cause customer expectations beyond what they can deliver. e. make the quality of their services too tangible in the eyes of the customer.

D

Jason Robinson, a dentist, finds that he is not bringing in enough revenue to cover his expenses. He would like to schedule more patients, but he finds that in almost every time slot, he is seeing an existing patient. Jason's difficulty in expanding his practice involves the aspect of service called a. slotting. b. perishability. c. credence. d. inseparability. e. heterogeneity.

D

Lashawna is a concert promoter who works for singer Kanye West. She works very hard to make sure most of Kanye's concerts are sold out because she understands the concept of perishability, which means a. because the concert is not tangible, customers will have a difficult time judging its quality in advance. b. the production of the concert and the consumption of the concert by the fans cannot be separated so tickets must be sold. c. a high level of interaction will exist between the customers and the musicians, which makes the customers' presence necessary. d. that if the tickets are not sold, seats will remain empty and they can never be sold to anyone again. e. that each concert is different and customers will miss a unique experience if they are not present at the concert.

D

Saresh owns the Change-ezz, a salon specializing in the unique hair needs of minority populations. Recently, Saresh has been trying to improve the quality of service received by his customers. However, he has experienced difficulty in finding ways to standardize and control the salon's quality of service. Saresh's problem illustrates which of the following unique features of service? a. Intangibility b. Inseparability c. Perishability d. Heterogeneity e. Marketability

D

Service marketers make promises to customers, suggesting that the customer place some degree of trust in the service provider. In this way, service marketers are trying to address the challenge of the service characteristic of a. perishability. b. heterogeneity. c. inseparability. d. intangibility. e. customer contact.

D

Services delivered through machinery such as computer kiosks, ATMs, and vending machines can reduce the ____ that comes from increased contact with human employees. a. intangibility b. perishability c. inseparability d. heterogeneity e. tangibility

D

Symbols such as the Travelers' Financial Services umbrella are designed to help customers overcome the ____ of services. a. heterogeneity b. unpredictability c. inseparability d. intangibility e. perishability

D

The fact the services cannot be inventoried and then sold at a later date is called a. intangibility. b. heterogeneity. c. inseparability. d. perishability. e. nonstorability.

D

When a theater entices customers to see movies during the daytime by offering tickets at a reduced price, it is trying to solve the services marketing problem of a. inseparability. b. intangibility. c. customer contact. d. off-peak demand. e. heterogeneity.

D

All of the following are elements of the inseparability characteristic of services except that a. consumers are involved in production. b. centralized mass production is difficult. c. consumption and production are simultaneous. d. many services cannot be performed without the customer being present. e. services are easy to standardize and control.

E

American Life uses leather-look portfolios and high-quality paper and printing for its life insurance policies in order to indicate a. the success of its business. b. the intangibility of its service. c. the tastes of its management. d. the inseparability of its agents and customers. e. the quality of its services.

E

H&R Block, a major tax preparation firm, reported having a problem with its employees being inconsistent in the filing of returns. The firm is experiencing a problem with which of the following characteristics of the service offering? a. Tangibility b. Intangibility c. Perishability d. Inseparability e. Heterogeneity

E

Many services base their success on building a group of satisfied customers who use their services on a regular basis over long periods of time. This critical component of success is referred to as a. partnerships. b. repeated customer contact. c. inseparable clientele. d. long-term customers. e. client-based relationships.

E

Safe Auto Insurance advertises "minimum coverage for minimum budgets" for its automobile insurance. Which of the following best describes Safe Auto's approach? a. Customers often use price as an indicator of quality, and Safe wants to be seen as a low-quality provider. b. This type of advertising makes insurance more tangible to the customer. c. Safe wants to reassure customers that they provide the highest level of service quality available. d. Because market conditions limit prices on auto insurance, Safe uses this approach to gain customers. e. For some services, customers look for the low-cost provider, which is what Safe claims to be.

E

Using appointments or reservations for scheduling delivery of services is an attempt to address the ____ characteristic of services. a. perishability b. intangibility c. heterogeneity d. inseparability e. homogeneity

A

When Expedia.com offers a special price for customers who chose an airline ticket, hotel, and a rental car, it is using ____ a. bundled-pricing. b. time-based pricing. c. off-peak demand pricing. d. preferred demand. e. time dependent pricing.

A

Production and consumption of services must simultaneously occur due to the ____ characteristic of services. a. intangibility b. heterogeneity c. customer contact d. perishability e. inseparability

B

The main characteristic of a ____ is that customers are satisfied to the point that they use a service repeatedly over a period of time. a. service relationship b. professional marketer c. high-contact service d. heterogeneous service e. client-based relationship

E

The more ____ involved with delivering a service, the greater the degree of heterogeneity. a. mechanical efforts b. phone contact c. perishability d. tangibility e. human labor

E

Client-based relationships are least likely to be developed by a. appliance repairmen. b. accountants. c. beauticians. d. orthodontists. e. psychiatrists.

A

Demand-based pricing most closely relates to the ____ of services. a. perishability b. intangibility c. heterogeneity d. customer contact aspect e. inseparability

A

The marketing channels for services are usually a. complex and multifaceted. b. characterized by two to three intermediaries. c. dependent on the geographical location of the consumer. d. determined by the customer. e. direct from provider to customer.

E

What are the three primary ways that marketers deliver services? a. Over the phone, online, or in-person b. Continuously, periodically, or on demand c. At the customer's home, in-person, or by telecommunications d. Through service centers, delivery vehicles, or the mail e. Service facilities, customer's home, or from a distance

E

Which of the following is the best example of a high-contact service? a. Appliance repair b. Newspaper delivery c. Dog training d. Interior decorating e. Plastic surgery

E

Which of the following service providers are most likely to use demand-based pricing? a. Dentists b. Lawyers c. Doctors d. Hair stylists e. Cruise ships

E