MKT202_True_False_Chap_9_10
T
11. Service consumers use service environment as an important quality proxy.
T
11. The term "productive capacity" refers to the resources or assets that a firm can employ to create goods and services.
F
12. Medical clinics, hotels, and passenger aircrafts are all examples of physical facilities designed to contain goods and services.
T
12. Servicescapes help to shape the desired feelings and reactions in customers and employees.
T
13. Financial success in businesses with limited capacity depends largely on how capacity is used.
F
13. In practice, the large majority of service encounters are routine, involving a high level cognitive processing and little affect.
T
14. Ambient conditions refer to those characteristics of the environment pertaining to our five senses.
F
14. Optimum and maximum capacities are never one and the same (e.g. a sport performance).
F
15. Functionality refers to the floor plan, size and shape of furnishings, counters, and potential machinery and equipment, and the ways in which they are arranged.
F
15. One way to stretch capacity is to ensure slack time is encountered.
F
16. Demand patterns are usually random.
T
16. The use of orange is commonly associated with its ability to encourage verbal expression.
T
17. Good records of a firm's transactions can help one to understand demand patterns.
F
17. Spatial layout refers to the ability of items to facilitate the performance of service transactions.
T
18. Signs are frequently used to teach and reinforce behavioral rules in service settings.
F
18. When a firm wants to inventory demand via a reservation system and has insufficient capacity it should lower prices selectively.
T
19. The appearance of both service personnel and customers can reinforce or detract from the impression created by the service environment.
T
19. We need to have queuing or reservations systems because demand cannot be inventoried.
F
20. Marketing communications attempt not to attract customers who will enhance the ambiance with their presence because of potential legal ramifications.
T
20. Yield analysis forces managers to recognize the opportunity cost of selling capacity for a given date to a customer from one market segment when another might subsequently yield a higher rate.
T
33. A subway can increase the capacity on a route after all seats have been occupied.
T
33. Facing competition from numerous casinos in other locations, Las Vegas has been trying to reposition itself away from being an adult destination to a somewhat more wholesome family fun resort.
F
34. According to the Mehrabian-Russell Stimulus-Response Model, people avoid crowded environments because there of the number of people rather than being deterred by the unpleasant feeling of crowding, people being in the way, or lacking perceived control.
F
34. During the SARS period when travel and tourism was affected, staff were sent for training or encouraged to resign.
F
35. A good example of inventorying demand is a haircut that can be set up and prepared for one day and executed the next.
T
35. A spa environment should be designed with low arousal and high pleasantness.
F
36. Fast music environments have been shown to generate more revenue and get customers to spend longer amounts of time in an environment than slow music environments.
T
36. One of the most direct ways for a hotel to reduce excess demand at peak periods is to charge customers more money to use the service during those periods.
F
37. Airlines place restrictive conditions on fares for tourists to prevent business travelers from traveling on economy class.
T
37. Staff acting as Cinderella, or seven drawfs at Disney theme parks are part of the service environment.
