NMU MKT230: Chapter 13

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

a. Train employees and develop standard procedures for dealing with customers

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

a. heterogeneity

Service industries account for _________ of the gross domestic product of most developed nations. Select one: a. nearly three-quarters b. more than half c. a small portion d. approximately 25 percent e. nearly all

a. nearly three-quarters

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

a. perishability

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

b. promise too much and cause customer expectations beyond what they can deliver.

Tara finds evaluating a new pair of jeans much easier than evaluating tennis lessons because she can try on the jeans to see exactly how they feel and fit. In other words, the jeans have many __________ qualities. Select one: a. intangible b. search c. experience d. assurance e. credence

b. search

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

b. service becomes less personalized.

The continuum of tangibility goes from _________ on one end to ________ on the other end. Select one: a. mostly service goods; mostly product goods b. service-dominant products; good-dominant products c. pure products; pure services d. rational products; irrational products e. easy to see; not easy to see

b. service-dominant products; good-dominant products

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

c. direct from provider to customer.

Antonio is planning a trip to Cancun for spring break. He will likely be able to evaluate the hotel's size, amenities offered, and prices by looking at information on its website. However, he won't be able to evaluate the comfort level of the bed or the friendliness of the employees until he actually spends time at the hotel. The type of evaluation attributes Antonio is using before his trip are called _____________ and those he uses during the trip are called ______________ . Select one: a. credence; search b. credence; experience c. search; experience d. experience; credence e. search; credence

c. search; experience

In general, differences between goods and services are determined by the Select one: a. type of target market. b. degree of consumer contact. c. degree of labor intensiveness. d. degree of tangibility. e. type of provider.

d. degree of tangibility.

Services have basic characteristics: Intangibility, inseparability of production and consumption, perishability, client-based relationships, customer contact, and Select one: a. homogeneity. b. orientation toward value. c. labor-intensiveness. d. heterogeneity. e. specialization.

d. heterogeneity.

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

d. supplementary

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

d. word of mouth.

Which of the following is similar for both for-profit and nonprofit marketing? Select one: a. Complexity of the typical distribution channels b. Concern for the entry of competitors into the field c. Emphasis on profit as a motive d. Definition of target markets e. Ability to use effective marketing activities

e. Ability to use effective marketing activities

Who judges service quality? Select one: a. Marketers b. The company c. Independent raters d. Employees e. Customers

e. Customers

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. Select one: a. inseparability b. customer service c. heterogeneity d. perishability e. intangibility

e. intangibility

Because practically all marketers provide some services, __________ typically do not exist in today's business environment. Select one: a. service products b. customer services c. tangible-dominant products d. pure service e. pure goods

e. pure goods

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

e. services are easy to standardize and control.

In most service industries, customer-contact employees are Select one: a. well-trained but have high turnover rates. b. moderately paid personnel with high rates of turnover. c. valued as the most important employees in the organization. d. the best trained employees in the organization. e. the lowest-paid and least-trained employees.

e. the lowest-paid and least-trained employees.