Principles of marketing chapter 12.

Match each of the five dimensions of service quality with its definition. Assurance

Knowledge and courtesy of employees and their ability to convey trust and confidence.

Match each of the five dimensions of service quality with its definition. Responsiveness

Willingness to help customers and provide prompt service.

The physical environment is important in the delivery of services because

it provides physical evidence, and thus helps convey an image to the consumer.

Match the following business with their level of inventory costs for the services they provide. Real state agency

low inventory cost

Match the following business with their level of inventory costs for the services they provide. Restaurant

medium inventory costs

Recent WTO estimates show that all countries exported ____ valued at $16.4 trillion and ___ valued at $4.7 trillion.

merchandise; commercial services.

Idle production capacity

occurs when the service provider is available but there is no demand for the service.

One of the traits of service marketing is the quality of ____, in which the service must delivered at a specific time or it is lost.

perishability

The ____ factor for services refers to the actual procedures, mechanisms, and flow of activities by which the service is created and delivered.

process

The primary reason there is greater inconsistency in services than in tangible goods is because

the people who provide services vary in capability or daily performance.

Customer experience management is

the process of managing the entire customer experience of a service offering.

Customer Experience Management (CEM)

the process of managing the entire customer experience within the company.

Service continuum

the range of offerings companies bring to the market, from the tangible to the intangible or the product-dominant to the service-dominant.

Idle production capacity occurs when

the service provider is available but there is no demand for the service.

Match an attribute of services marketing with the correct example of associated problems. Inconsistency

An opera performer may have a bad cold and give an worse-than-typical performance when you see her.

Match each of the five dimensions of service quality with its definition. Tangibles

Appearance of physical facilities, equipment, personnel, and communication materials.

Why is price an important indicator of quality that consumers use when purchasing services?

Because services are intangible, evaluating quality directly is difficult.

Match each of the four I's of services with the correct definition of it. Inconsistency

Because services depend on the people who provide them, their quality varies with each person's capability and day-to-day performance.

Which of the following are reasons that service marketers rely heavily on branding?

Branding is a means of differentiation. Branding helps convey an image of quality. Strong branding makes introduction of new services easier.

Match each of the five dimensions of service quality with its definition. Empathy

Caring, individualized attention provided to customers.

Which two of the following are considered to be inventory costs of services.

Costs associated with equipment needed to provide a service. Paying a person to provide a service.

Match each of the four I's of services with the correct definition of it. Intangibility

A service cannot be held, touched, or seen before the purchase decision.

Gap analysis

A type of analysis that compares the difference between the consumers expectations about and experiences with a service based on dimensions of service quality

Match each of the five dimensions of service quality with its definition. Reliability

Ability to perform the service dependably and accurately.

7 P's of services marketing

An expanded marketing mix concept for services that includes the four Ps (product, price, promotion, and place or distribution) as well as people, physical environment, and process.

Which of the following can be sources of variability in service delivery?

Differences in appointment scheduling at two different branches of the same barber shop. Differences between service provided by the same barber at various times of the day, week, or month. Differences between the service provided by two barbers working in the same shop.

Match the following products with the type of offerings on the service continuum. Dog food

Good-dominated offering

Match each of the four I's of services with the correct definition of it. Inseparability

In most cases, the consumer does not view the deliverer of the service as distinct from the service itself.

A student may be dissatisfied with her education, despite attending a highly regarded university, if she dislikes her instructors, advisers, or administrators. This type of problem arises due to the ___ of services.

Inseparability

A student may be dissatisfied with her education, despite attending a highly regarded university, if she dislikes her instructors, advisers, or administrators. This type of problem arises due to the ____ of services.

Inseparability

In addition to the traditional four Ps, which of the following are factors that also require effective management within service organizations?

People, process and physical environment.

Which of the following are reasons that services are difficult for consumers to evaluate?

Service providers may vary with each delivery of service. Services cannot be displayed or demonstrated prior to purchase.

Match the following products with the type of offerings on the service continuum. Nursing

Service-dominated offering

Match each of the four I's of services with the correct definition of it. Inventory

Services are often costly in that the firm must maintain the personnel and equipment necessary to provide the services at the time the consumer wants them.

Match an attribute of services marketing with the correct example of associated problems. Inseparable

Students' evaluations of their education will be influenced primarily by their perceptions of instructors, counselors, librarians, and other people at the university.

Which two of the following are primary factors that are likely to result in changes to the services industry in the future.

Technological development Social imperative for sustainability

Match an attribute of services marketing with the correct example of associated problems. Intangible

The consumer cannot evaluate the quality of an airline flight before getting inboard.

For I's of services

The four unique elements to services: intangibility, consistency, inseparability, inventory.

Which of the following products has the highest degree of service on the service continuum?

The theater

Match an attribute of services marketing with the correct example of associated problems. Inventory

There are high costs associated with paying a physician to see patients but one schedules an appointment.

Customer contact audit

a flow chart of the points of interaction or "service encounters" between consumers and a service provider.

Internal market emphasizes

a focus on employees; attitudes, skills, and commitment need to meet customer expectations.

Services

are intangible activities or benefits that an organization provides to satisfy consumers' needed in exchange for money or something else of value.

Because services are intangible, they

are much more difficult for consumers to evaluate veore the purchase.

A gap analysis is done by

asking consumers about their expectations of and experiences with a service.

Match the following products with the type of offerings on the service continuum. Fast food restaurant

balanced offering

Efforts to influence consumer demand for service with changes in marketing mix elements is known as ___ management.

capacity

Off-peak pricing

charging different prices during different times of the day or days of the week to reflect variations in demand for the service.

Match the following products with the type of property the consumer would be most likely to use as he evaluates the product for purchase. divorce lawyer

credence properties

Intangible services offered by a variety of providers leads consumers to incomplete or inconsistent ____

evaluations.

Match the following products with the type of property the consumer would be most likely to use as he evaluates the product for purchase. vacations

experience properties

Off-peak pricing helps service organizations by

helps to balance consumer demand.

Match the following business with their level of inventory costs for the services they provide. Hospital

high inventory costs

A restaurant is dependent on different chefs, servers, hosts, and conditions within the restaurant that alter the uniformity of the output, which is an example of the ____ of services.

inconsistency

Services

intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value.

Sahil is having trouble deciding on which college to attend. While there are buildings, classrooms, and libraries to evaluate, the most important part of the service, the actual teaching and learning, is ___, making his decision more complex.

intangible.

Capacity management

integrating the service component of the marketing mix with efforts to influence consumer demand.

Because of the high salaries of pilots and the expensive equipment, airlines have higher ___ costs in comparison to many other industries.

inventory

These firms show a spectrum of differing costs of ____, since airlines and hospitals have very highly paid employees and expensive equipment to maintain, while hair salons do not.

inventory

Match the following products with the type of property the consumer would be most likely to use as he evaluates the product for purchase. Jewelry

search properties

The scale that defines what companies bring to the market, from good-dominant to service-dominant offerings, is known as the ___ continuum.

service

Internal marketing

the notion that a service organization must focus on its employees, or internal market, before successful programs can be directed at customers.