Marketing Exam CH 13

One of the surprising effects of the internet being used in the delivery of services in recent years has been _____ through the use of in store kiosks.

reducing service heterogeneity

to reduce the uncertainty of the intangible nature of services, a medical provider will often:

offer cues to customers such as comfortable waiting rooms and sparkling examination rooms with their diplomas on the wall.

One of the distinct advantages of heterogeneity of services is that it enables the provider to _____ the service and not deliver a standardized cookie cutter approach to every buyer. a) customize b) invent c) profit from d) individually design and price

a) customize

Buying a service such as a haircut, a medical treatment, or a lawyers advice is perceived as more risky to the consumer, to a large extent, because of the service characteristic of _____. The service cannot really be sampled in advance nor can it be returned.

inseparability

intangible example

it is difficult for the salon to convey the benefits of a new type of hand cleaning technique

a restaurant delivers particularly bad service at lunch on Tuesday. One of the biggest problems with the marketing of such services is that the restaurant service providers cannot:

undo bad service and often are unaware of the extent of the problem until the buyer complains.

inseparable example

customers tend to get upset when their favorite manicurist is not working.

Bills father is going to have major heart surgery. The uncertainty the family is feeling is in part due to health care services being _____. The patient and his family are not able to precisely measure the quality of his care and treatment.

intangible

identify which two of the following are fundamental differences involved in services as differentiated from goods: - homogeneous - cheaper - intangible - inseparable

- intangible - inseparable

Ethical guidelines for advertising by service firms are important because:

It is difficult to separate the provider from the service and lawyers have the potential to abuse the buyer

heterogeneous example

On Fridays and Saturdays, the staff is different and the normal process is shortened from 55 to 45 minutes per customer.

perishable example

There is a waiting line on Friday and Saturday afternoons but those time slots cannot be inventoried for when there is no demand.

Jane has realized that she does not enjoy taking a taxi to work because there is a substantial _____ in the delivery of the service depending on who is driving her cab that day. a) heterogeneity b) perishability c) price differential d) intangibility

a) heterogeneity

One of the basic ways in which services differ from products is that production and consumption are _____ from each other. Consequently, service providers often include options for the customer to become more involved in the production of the service, which usually results in greater customer satisfaction. a) inseparable b) intangible c) perishable d) infinite

a) inseparable

a tool that is increasingly used by service providers to minimize the variance between those who deliver the service is to employ _____. a) machines such as ATMs and service kiosks b) the same individual to provide the service to everyone c) stockpiling and inventorying services d) standardized results such as everyone receiving the same promotional message

a) machines such as ATMs and service kiosks

Variability in service delivery at a restaurant can result from all of the following EXCEPT: a) a mix of inexperienced and experienced servers b) a manager who designs a specific way for all hostesses to accept reservations over the phone c) each serve performing the service in his or her own particular way d) a server who is usually efficient but sometimes comes to work distracted and in a bad mood

b) a manager who designs a specific way for all hostesses to accept reservations over the phone * by designing a specific procedure, the manager is probably trying to reduce variability

Since humans work output cannot be standardized to the same degree as the output of a machine, one substantial difference between the marketing of services and products is the _____ of service delivery. For example, a restaurant is dependent on different chefs, servers, customers, and conditions within the restaurant that alter the uniformity of the output. a) profitability b) heterogeneity c) similarity d) uniformity

b) heterogeneity

A tire store finds that its business is heavily skewed to the weekend and they have less than 15% of customers on Mon through Wed. Since rotating, rebalancing, and replacing tires is a service, one of the dilemmas facing the firm is that they cannot _____ the service for the weekend. a) overcharge for b) stockpile c) predict d) profit from

b) stockpile

a grocery store is at the product dominant side of the service product continuum since most items are selected self service from the shelves, therefore... a) the firm does not need to provide customer service b) the firm can still view service as a viable competitive advantage c) the firm has greater profitability than a purely service activity at the other end of the continuum d) the store will have to spend more on advertising than a pure service firm would spend

b) the firm can still view service as a viable competitive advantage

customer service is best represented by which of the following statements? customer service... a) mandates that all customers needs are met b) ensures that customers become life long customers c) adds to marketing efforts to meet buyers needs and wants d) defines the task of marketing an intangible or primarily intangible item

c) adds to marketing efforts to meet buyers needs and wants

Clair's accessory stores sell many girls their first pair of earrings along with the process of piercing their ears. The store tries to create an entire experience for the event, and both the customer and the store employee are an integral part of the process. Clair relies in the service attributes of _____ as an opportunity to involve the customer and increase perceived value. a) assurance b) empathy c) inseparability d) heterogeneity e) perishability

c) inseparability

A brand like google will invest resources in creating a simple, attractive site that has interesting images and icons, such as the daily updates to the Google logo for holidays and special events, in order to better communicate the _____ element of their service and image to users. a) inseparable b) heterogeneous c) intangible d) perishable

c) intangible

Much more than when marketing products, service providers such as seaside hotels and restaurants have a dilemma of matching _____. a) employees and clients b) workload and schedule c) supply and demand d) self service buyers and the internet

c) supply and demand

Which of the following characteristics is not one that discriminates services from products? a) perishability b) intangibility c) volatility d) variability e) inseparability

c) volatility

One of the biggest differences between marketing a service and a product is the _____ of services. The consumer can see and touch a product such as a laptop computer, but cannot touch the financing program they purchased in order to acquire the laptop.

intangibility

the customer who is using the self checkout:

perceives he is being processes faster than through the traditional employee assisted checkout.