MKTG Exam1
Leonard has been commuting to New York City on the Long Island Railroad for 10 years. Every morning he takes the 7:00 a.m. train that is scheduled to arrive in New York at 8:15 a.m. from Huntington, a suburb of New York. Although Leonard would like the train to arrive in New York on time, he knows from his experience as a commuter that it is more likely the train will be 5 minutes late. Leonard's expectations that his train will be 5 minutes late reflects his ____ level of service for the Long Island Railroads.
Adequate
Which of the following statements describes a marketing implication that results from the intangibility of services? A. services cannot be easily patented B. Services cannot be inventoried C. The actual costs of a "unit of service" are hard to determine D. Services cannot be readily displayed E. all of the above.
All of the above
Listening Gap (Also a provider gap)
Between the company and consumer.
Service companies can close provider gap 4 by doing all of the following except:
Conducting market research
All of the following are among the criteria for an effective service research program EXCEPT:
Considers only qualitative research
Customers often cannot accurately evaluate the technical qualities of legal work like that provided when a homeowner refinances his or her property. Which of the following cues would the homeowner be likely to use to evaluate the legal services?
Courtesy of the lawyer and staff How the lawyers dresses The lawyer's use of humor and empathy Diplomas on wall
Clark participated in a research study conducted by Red Lobster restaurants in which he was asked to provide a verbatim story about a satisfying and dissatisfying service encounter he had at Red Lobster. Which of the following types of research studies did Clark participate in?
Critical incidents studies
Services
Deeds, processes, and performance provided, coproduced, or co-created by one entity or person for and./or with another entity or person.
The most critical stage in the service marketing research process is when the marketing researcher:
Defines the problem and research objectives.
The three basic things that customers expect from technology-based service encounters are:
Delivery on the core promise; flexibility of the systems; better than the alternative
Which of the following factors does NOT cause provider gap 3?
Efficient marketing research systems
Which of the following industries would be ranked highest by the American Customer Satisfaction Index (ACSI)
Electronics
Which of the following types of interaction activities in a service organization is used to obtain ideas for service improvement?
Employee suggestions
Century Business Systems, Inc. Offers all of the non-technical support a business would need to operate successfully, everything from auditing to management consultant to financing to marketing advice. Which of the following types of interaction activities is it likely to use to gain information about its business customers and still be able to have only a minimal investment of time and money in the research
Executive listening approach
US Franchise System, Inc. (USFS) franchises its brand names such as Microtel Inns & Suites, Hawthorn Suites and Best Inns to independent hotel owners and operations. Every three months, employees from a different franchise overseen by USFS conduct customer satisfaction telephone surveys. Among the employees who regularly participate in the survey process are senior managers, who are trained and certified to conduct survey interviews. Which type of interaction activity is USFS using to improve upward communication
Executive listening approaches
____ are personal and nonpersonal statements about a service made by an organization to customers.
Explicit service promises
A customer's perceived alternatives are a source of desired expectations
False
Because a product is tangible, it cannot be inventoried
False
Historically, the Japanese have had poor dental care. As part of their beauty regimen, the Japanese do have a habit of lightening and whitening their skin. Teethart has developed "tooth manicure" salons, which allow Japanese to match their teeth coloration to their skin. Each treatment takes place in a private booth, which contains an ergonomically-designed chair, muted lights and new age-style music. The walls are painted calming shade of blues and greens. By using physical evidence to reduce anxiety, Teethart is narrowing provider _____ of the gaps model of service quality.
Gap 2
Provider ____ is the discrepancy between the development of customer-driven service standards and actual service performance by company employees
Gap 3
Impact of technology on services
Has provided opportunities for new service offerings, as well as ways to provide and sell services. It has also enabled customers to learn, do research. and collaborate with each other.
If customers believe they have multiple service providers to choose from for a particular service, or if they can provide the service for themselves, their levels of adequate service are _________ those of customers who believe it is not possible to get better service elsewhere.
Higher than
Types of customer expectations
Highest: Desired: the level of service a customer hopes tp receive, can be or should be Lowest: Adequate: the minimum level of service a customer will accept
When a customer chooses between a restaurant in a pricy suburb of Atlanta and a restaurant in a small farming community 45 miles away, there is a _____ made by the locations that the customer will be more likely to find exotic cuisine and better trained servers at the downtown Atlanta restaurant.
Implicit service promises
Importance of the service industry to the US economy and other sectors that make up the economy
In the US, the service industry represents 80% of employment and 8% of GDP. Trade-in services are growing worldwide.
Factors that create Provider Gap 1
Inadequate customer research orientation lack of upward communication insufficient relationship focus inadequate service recovery
Which of the following factors leads to provider gap 2
Inappropriate physical evidence and servicescape
In India weddings are timed to occur when Venus is in the ascendant and Jupiter is strong. This day is deemed lucky. In 2005, almost 15,000 couples in New Delhi had their wedding on December 25, the day astrologers announced would be the best day for a wedding. The services by the astrologers is an excellent illustration of the ____ of services
Intangibility
Characteristics of Services
Intangibility, Perishability, Inseparability, Heterogeneity (variability) and Simultaneous Production / Consumption.
Extron Electronic makes coaxial cables for connecting computers to all types of peripheral devices like printer, modems, and fax machines. For the benefit of its customers, Extron provides a laminated card with pictures of all possible cable connections that a customer could need. With this card, a customer can order from one to ay number of connectors with as many feet cable as is needed. Orders can be placed using a toll-free number, a fax number or an e-mail address. Company reps are also available 24-hours a day in case the customer is not sure which drawing on the card matches his or her needs. Orders are shipped within 48-hours of receipt/ If a customer is not completely satisfied with his or her order, Extron has a 1000 percent satisfaction guaranteed return policy. Which of the following trends that has influenced the development of services marketing concepts and strategies as illustrated by Extron's focus on customer service.
Manufacturing firms are placing increased emphasis on providing services.
Customer Gap
Most difficult to address since it is "within the customer
Why is PAST EXPERIENCE most difficult for service providers
Past experiences cannot be altered. The customer already perceives a service as good or bad from past services. A service must overcome this poor perception to alter past experience.
Expanded Services Marketing Mix
People, process, and physical evidence
In many cultures, weddings are timed to occur on lucky days. In 2011, wedding planners from Las Vegas, Nevada to Mumbai, India knew long before the auspicious date of November 11th (11/11/11) that this would be one of their busiest days of the year, if not the century. Because other dates would just not be as lucky for the blushing brides and grooms, and simply would not suffice, the wedding planners had to prepare all year for more weddings on this one date than on any other day throughout the year. This example illustrates the _____ characteristic of services.
Perishability
Factors that influence customer expectations
Personal needs personal service philosophy derived service expectations
An important influence in desired service expectations is ___ the customer's underlying generic attitude about the meaning of service and the proper conduct of service providers
Personal service philosophy
Which of the following is NOT an element of the traditional marketing mix? Production Promotion Price Product PLace
Production
Telepizza S.A. is a Spanish pizza restaurant chain that offers children membership in its magic club. The magic club gives its members small prizes, usually simple magic tricks, with each order their parents place. Telepizza has 65% of the Spanish market as a result of using _____ marketing
Relationship
___ has consistently proven to be the most important determinant of service quality
Reliability
A service encounter that occurs without any direct human contact is a(n) ____ encounter
Remote
search, experience, and credence qualities
Search qualities: color, style, price, fit, feel hardness and smell Experience qualities: taste, wearability, and comfort Credence qualities: characteristics that the consumer may find impossible to evaluate even after purchase and consumption
On a recent trip to Disneyland, Rose had her picture taken with Minnie Mouse. After the picture was taken, Minnie Mouse signed Rose's autograph book. Rose's interaction with Minnie Mouse was actually a(n) ____ with Disneyland
Service encounter
Key Energy was a company that provided quality oilfield construction, drilling, and other services. The company's top management felt stakeholders did not have a clear image of the company and were considering changing the name to clarify the organization's position in the market. The company conducted an hour long interview with four of its largest customers. Only 25 questions were asked and much probing was done to find out exactly what the participates meant. This is an example of a(n)
Service expectation meeting and revi
Difference in service industry and professional services
Service industry offers services as product and only minimal training is needed where as professional services are those that require especial training in the arts or science. Such as a lawyer or doctor.
The romantic mountain getaway seems like the perfect Valentine's Day gift. The pictures in the brochure showed couples enjoying the amenities in their cabins. When the couple arrived, they found a cold, uninviting cabin with a shortage of creature comforts-- no down-filled blankets, no wood for the fireplace, paper plates and cups and a broken chair. In this service example, the ____ was not what the customer expected.
Servicescape
The Offshore Sailing School in Jersey City, New Jersey, offers a basic sailing course, which takes place in three days over two weekends, for $495. Students enrolled in the course attend classroom sessions that cover the theory and technology of sailing and receive hands-on sailing instructions in the water that introduces them to all fundamental sailing skills. Student participation in the Offshore Sailing School's classroom sessions and hands-on sailing instructions illustrates the ____ characteristics of services.
Simultaneous production and consumption
Gina and Henry were having breakfast when they decided they wanted to have pizza and watch a movie that night. When she got home from work, Gina turned on her computer, logged on to the Netflix site, and chose the movie Moneyball to view via online video streaming. Next she logged on to her favorite pizza restaurant's Website and ordered a large pepperoni pizza and a bottle of soda to be delivered at 6:45 p.m. Gina and Henry enjoyed their evening. Which trend that influenced the development of services marketing is illustrated here?
The growth in the use of technology-based services
Lost customer research
To identify reasons for customer defection To assess gaps between customer expectations and perceptions
Market-Oriented Ethnography
To research customers in natural settings To study customers from other cultures in an unbiased way
When Tom and Ruth checked out the Marriot Hilton Head Resort, they were each given a brief postage paid survey to complete and return through the mail. The survey asked 15 questions about their stay at the Marriot Resort. It covered such attributes as overall satisfaction, check-in speed/efficiency, cleanliness, décor and comfort of their room, friendliness and efficiency of the staff, quality of dining experience, quality if merchandise/gift shop, intention to return, and willingness to recommend to friends. Which of the following types of research did Marriott conduct.
Trailer calls
Companies that emphasize acquiring new customers rather than retaining current customers are using _____ marketing
Transactional
Customers assess service performance on the basis of what the desire and what they deem acceptable
True
Deficiencies in human resources management policies will broaden provider gap 3
True
One of the major difficulties associated with provider gap 4 is that communications to consumers typically involve issues that cross organizational boundaries
True
The most important determinant of perceptions of service quality among U.S. customers is reliability
True
lead user research brings in customers who are opinion leaders or innovators and asks them what requirements existing products or services are not currently meeting
True
Because they are viewed as ____ by customers, natural disasters such as tornadoes or hurricanes may lower service expectations for services such as insurance, telephone, and the internet.
Uncontrollable situational factors.
What impacts customer expectations
a variety of factors. Desired are personal needs, personal service philosophy, derived service expectations, explicit service promises, implicit service promises, word-of-mouth communication and past experiences.
If customers believe they have multiple service providers to choose from for a particular service, or if they can provide the service for themselves, their levels of ______ are higher than those of customers who believe it is not possible to get better service elsewhere.
adequate service
Services are
all economic activities whose output is not a physical product or construction are generally consumed at the time it is produced, and provided added value
Importance / Performance Matrix
combines information about customer perceptions and importance ratings
Research objectives for services
customer requirements or expectations for services. things like such
Four factors that influence Desired (and predicted) service.
explicit service promises: personal and nonpersonal statements about the service made by the organization to customers. Completely in control of the service provider implicit service promises: service-related cues, other than explicit promises, that lead to inferences about what the service should and will be like word-of-mouth- communication: past experience: the customer's previous exposure to service that is relevant to the focal service.
zone of tolerance
extent to which customers recognize and are willing to accept this variation
All services have about the same number of service encounters
false
Explicit service promises are defined as any non-personal, paid-for communication between the customer and the seller.
false
One of the benefits of conducting marketing research on the Internet is the composition of the survey samples
false
Customer Panels
groups of customers assembled to provide attitudes and perceptions about a service over time
Provider Gaps of Performance, Communication and Service/Standards are "_______________________" and therefore are within the "power" of the company to address more easily.
internal within the company
Purpose of customer Journey / Experience Maps
measuring journeys and clusters. Looking at clusters from the customer view point
What two factors create "adequate service" level in customers
perceived service alternatives, situational factors
Determinants of Customer Satisfaction
product and service features customer emotions attributions for service success or failure perceptions of equity or fairness other customers, family members, and coworkers
5 dimensions of service quality
reliability, tangibles, responsiveness, assurance, empathy
Types of Service Encounters
remote encounters, technology-mediated encounters, face-to-face encounters
Mystery Shoppers
researchers posing as customers who gather observational data about a store
Phone encounters are a type of ___________ in which tone of voice, employee knowledge and effectiveness of handling customer issues are important criteria for judging quality.
technology-mediated encounter
E-SQUAL what is it and why is it important
the extent to which a website facilitates efficient and effective shopping, purchasing, and delivery. it identified 7 dimensions that are critical for core service evaluation. Efficiency, fulfillment, system availability, privacy responsiveness, compensation, contact
Customer Service
the service provided in support of a company's core products
The purpose for gathering and analyzing marketing research is
to make better decisions and close the GAPS in the Gaps Model of service Quality
Perceptions of equitable treatment by the service provider will affect customers' perceptions of service
true
Service encounters- what are they and importance of them
where promises are kept and broken and where the proverbial rubber meets the road- real-time marketing.
