Marketing 321

What products or services is considered perishable in the sense that it cannot be stockpiled?

A dental exam

marketing plan

A formal, written document that directs a company's activities for a specific period of time.

What is most likely to lead to high levels of customer loyalty?

High customer satisfaction ratings

Mary went to the local supermarket, where she shopped regularly, to purchase her groceries for the week. Which of the following was a delivery gap that resulted in a service failure by the grocery store?

Mary had to wait a long time in the checkout line because the clerk kept making errors using the cash register.

What are characteristics that make marketing services different from product marketing?

Perishable Intangible Heterogeneous

Lilly went to the Yummy Fork for lunch, and when her food arrived, it was not what she ordered. She later posted a negative comment about the Yummy Fork on a blog. Which one of the five service dimensions was used by Lilly to determine she did not like the service by the Yummy Fork?

Reliability

One of the most effective methods to assess how well a firm is delivering adequate service to consumers is to employ the ______ Model to evaluate their service provision.

Service Gaps

which is NOT a method to reduce delivery gaps?(Empower employees, Provide support and incentives, Use technology to minimize errors, or Threaten to terminate employees)

Threaten to terminate employees

Ryanair advertised the lowest rates in Europe with fares of $12 between Paris and Munich. However, when Bill arrived at the airport, he had to pay $28 in taxes, $25 for one small carry-on bag, $6 for a non-alcoholic beverage, and $2.50 to use the restroom on the plane. Between Ryanair and the customer there is a ______.

communication gap

A continuing dilemma for marketers of services is to understand buyers'______________ , which means to understand in advance what they think will be delivered based on their previous experiences and knowledge.

expectations

Jane has realized that she does not enjoy taking a taxi to work because there is substantial ______ in the delivery of the service depending on who is driving her cab that day.

heterogeneity

When many students are complaining about a problem at an online university, one of the best things the university can do to better serve its students is to ______.

honestly listen to students' complaints and use their messages to build a committed relationship

The primary reason there is greater heterogeneity in services than in products is because ______.

human inputs generate difference

In addition to providing service employees with emotional and instrumental support, management should offer the staff ______ that reward them for providing customers with good service.

incentives

One difference between products and services is demonstrated by a hair salon, where the stylist delivers the service at the same time the customer receives it. This is called ______.

inseparability

Consumers can see and touch a product, such as a laptop computer, but cannot touch the financing program used to purchase the laptop. Services cannot be touched, tasted, or seen; they are ______

intangible

work sheet

is used internally to help wi

For the marketing manager to be able to deliver consistent quality service, it is imperative to set ______.

measurable goals that are based on customer expectations

Poor service delivery can be converted into a positive interaction through service ______, an effort that resolves the problem fairly and shows the buyer that the firm is listening to the complaint

recovery

One of the most important factors for adequate service recovery is for the provider to ______.

respond to the customer and resolve the problem quickly

A deed, performance, or effort that cannot be physically possessed is called a(n) ______.

service