mende
Which of the following statements has been suggested as a plausible explanation for the customer perception that service quality is declining?
Customer expectations are higher because of the excellent service they receive from some companies
Which of the following is an example of the people element of an airline company's services marketing mix? A. Pilots B. Baggage handlers C. Customers D. Flight attendants E. All of the above
E. All of the above
Because a product is tangible, it cannot be inventoried.
F
T OR F A primary issue that marketers face in relation to service perishability is ensuring service quality over time.
F
T OR F Pricing is easier when marketing services than when marketing goods.
F
T OR F The seven elements of the marketing mix for services are product, promotion, place, price, process, progress and people.
F
The deregulation of industries has actually lessened the demand for services marketing skills.
F
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 service provided by the astrologers is an excellent illustration of the _____ of services.Intangibility
Intangibility
On a recent visit to The Home Depot store, a sales associate greeted Madison when she entered the store, helped her locate the items she needed to repair her gutters and suggested how she could prevent gutter problems in the future. The assistance provided by the sales associate illustrates the ______ of services.
Intangibility
Which elements of the services marketing mix are influenced by the techniques used to recruit and train new employees as telemarketers?
People and process
Which of the following is a marketing implication that results from the heterogeneity of services?
Service delivery and customer satisfaction depend on employee and customer actions
According to the concept of derived services, the value derived from physical goods is really the service provided by the good, not the good itself
T
All businesses and organizations that operate on the Internet are essentially providing a service.
T
Because the production and consumption of services is simultaneous, the mass production of services is difficult
T
Despite the importance of services and the bottom-line profit potential for services, consumers perceive that overall the quality of service they are receiving is declining.
T
T OR F salt, bricks and paper clips are three examples of tangible dominant products.
T
The development of services marketing concepts has been strongly influenced by professional services like doctors and attorneys.
T
Two roommates both registered for an introduction to business class. At midterm, one roommate found his instructor so boring that he was thinking of changing his major to history. The other roommate had a charismatic teacher and looked forward to going to class. This heterogeneity of instruction demonstrates:
That customer service depends on employee actions
Physical Evidence:
The environment in which the service is delivered and where the firm and customer interact, as well as any tangible components that facilitate performance or communication of the service.
Which of the following trends has directly influenced the development of services marketing concepts and strategies?
The fact that manufacturing firms are placing increased emphasis on providing services
Process:
The procedures, mechanisms, and flow of activities by which the service is delivered - the service delivery and operating systems.
What do a vacation to Jamaica and a haircut have in common besides the fact that they are both services?
They are both high in experience qualities; their attributes cannot be known until they are purchased and consumed.
Luke Roche has developed a great new massage therapy that can completely alleviate the pain produced by the typical migraine headache. He wants to patent his massages. What is wrong with this plan?
a massage is a service and cannot be easily patented as it is intangible
Which of the following statements describes a marketing implication that results from the intangibility of services?A. Services cannot be inventoried.B. Services cannot be easily patented.C. Services cannot be readily displayed.D. The actual costs of a "unit of service" are hard to determine.E. All of the above.
all of the above
Describe the three new elements of the service marketing mix People:
all the human actors who play a part in service delivery and thus influence the buyers perceptions: namely the firms personnel, the customer, and other customers in the service environment
_______ qualities are characteristics of a product consumers may find impossible to evaluate even after purchase and consumption.
credence
assurance becomes particuarly important when increasing levels of services ____________ qualities
credence
Which of the following statements describes a marketing implication that results from the simultaneous production and consumption of services?
employees affect the service outcome
example of a tangible component provided by a hotel?
guest rooms
A tax accountant may provide a different service experience to two different customers on the same day depending on their individual needs and personalities and on whether she is meeting with them when she is fresh in the morning or tired at the end of the day. This is an example of service _____________.
heterogeneity
Keith overheard two women comparing the way the dog groomer clipped their poodles. One claimed the groomer did not cut the hair between her dog's toes as was advertised, but that everything else about the cut was perfect. The other groused that the groomer left the hair on her dog's tail too long, but at least the hair on his feet had been cut. Which characteristic of service were the two women discussing? Heterogeneity.
heterogeneity
Parents everywhere are very busy and often cannot spend time with their children. In the Netherlands, children who want a bedtime story can call the telephone service and request to listen to one of twenty prerecorded fairy tales. The phone company charges $7 per story. Because of the prerecording of the stories, this bedtime service reduces the problems typically associated with the _____ characteristic of services.
heterogeneity
The first time Alexis went to take golf lessons, she had a golf pro who was very patient with her and who was able to pinpoint what she was doing wrong without making her feel uncoordinated. Her second golf lesson was not nearly as helpful. The golf pro who gave the lesson wanted Alexis to watch what he was doing and imitate his swing. He was unable to verbalize his instructions. Alexis's experience with the two golf instructors illustrates the _____
heterogeneity
The first time Barry brought his car to Auto Lube to have the oil changed he was very satisfied with the service. The service manager consulted him several times while his car was being serviced, asked him if there were any problems with the car, recommended when additional services should be performed and answered questions directly and politely. However, when Barry went back to Auto Lube after three months to have his oil changed again, he was not satisfied with the service. The manager spoke to him only when he arrived and when he paid his bill. In addition, the manager was impatient and unfriendly during the interaction. Barry's experience at Auto Lube illustrates the _____
heterogeneity
he characteristic of a service that refers to differences in employees' performances is:
heterogeneity
customers perceive ________ risk when buying services
higher
On his way to work today, Terry saw a billboard for a physician's group that specialized in vascular surgery. In his local newspaper there was a full-page ad for a medical clinic that performed similar surgery. Then in his mail, he got a brochure from yet another medical clinic asking him if he wanted to get rid of ugly varicose veins. Which trend that influenced the development of services marketing concepts and strategies is illustrated here?
increased competition in professional services
The most distinguishing characteristic of services is:
intangibility
________ is a key determinant of whether an offering should be classified as a product or a service.
intangibility
weight loss centers provide moral support and weight-loss aids to those who believe they need to diet. The centers often use before and after pictures of their most successful cases to overcome problems associated with which service characteristic?
intangibility
what is the key determinant of whether a product is a good or service?
its intangibility
customers rely _________ on personal sources when evaluating services before purchase
more
the drivers of adequate expectations tend to vary ___________ than the drivers of desired expectations
more
The more important the service dimension, the ___________ the ZOT gets
narrower
which of the following is not an example of a service business? - amusement park - hotel - bank - department store - paper mill
paper mill
In addition to the elements of the traditional marketing mix, the expanded mix for services includes:
people, physical evidence, and process
An attorney who charges a client for a missed appointment is taking into account the _____
perishability
Bob Wilson owns and operates Flashdance Skating Rink. Last Monday afternoon, he had rented the rink out for a birthday party that was cancelled at the last minute due to a flu epidemic that had sickened three-fourths of the children who were invited. While Wilson kept the deposit, he did not get the skate rental fees or the snack food money he had anticipated from the rental. Wilson lost money as a result of the _____ characteristic of services.
perishability
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
_____ refers to the fact that services cannot be saved, stored, resold or returned.
perishability
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 small booth, which contains an ergonomically-designed chair, muted lights and New Age-style music. The walls are painted calming shade of blues and greens. Teethart uses the _____ element of its service to reduce stress associated with dental procedures.
physical evidence
Ruth recently visited a day care center that is convenient to her work. Ruth is thinking of letting the day care workers care for her infant son while she is at work. The first thing Ruth noticed when she walked in the door of the facility was the smell of urine. There was a dead plant in the window. Toys were strewn about the floor and Ruth almost tripped over a tricycle. In this example, Ruth experienced negative aspects of the _____ element of the day care center's services marketing mix.
physical evidence
When Alicia and Jordan dined at Formia Ristorante, a contemporary Italian restaurant in New Jersey, they both enjoyed Formia's coy, smart and embracing atmosphere. Formia creates this atmosphere with a single large dining room that measures 20 by 60 feet and contains 14 roomy tables. Ceiling fans slowly swirl as candlelight dances across the tables that are attentively cared for by servers. Vertical pink and white florid patterns emerge from old wainscoting. Finally, Formia's two-page menu offers guests a range of pasta, chicken, veal and seafood entrees, in addition to nightly specials that are handwritten and presented on large index cards. Alicia and Jordan experienced the _____ element of Formia Ristorante's services marketing mix.
physical evidence
Which element of the services marketing mix is influenced by the health inspector's report that is prominently displayed in all restaurants?
physical evidence
An airline is concerned with whether its passengers are satisfied with how their luggage is handled before, during and after a flight. With which element of the services marketing mix is the airline concerned?
process
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. A personalized whitening mouthpiece is developed for each patient. The mouthpiece is placed around the teeth and a cleaning solution is added. The patient listens to soothing music and sits in a comfortable chair while his or her teeth are whitened. Monthly treatments in this spa-like environment reflect the _____ element of Teethart's service mix.
process
Yesterday, Mike went to the dentist for his 6-month check-up. Two weeks before he went to the dentist, he called the office to make an appointment. The day before his check-up, the office's receptionist called him to confirm his appointment. When Mike arrived at the office, he checked in with the receptionist and then waited in the waiting room for 15 minutes, reading a magazine, before being greeted by the dental hygienist, who escorted him to an examination room. The dentist entered the room, greeted Mike, examined Mike's teeth, took a set of x-rays and asked the dental hygienist to clean Mike's teeth. When his teeth were cleaned, the hygienist told Mike he should return in 6 months for another check-up. Mike experienced the _____ element of the dental office's services marketing mix.
process
Which of the following is NOT an element of the traditional marketing mix?
production
what factor in RATER is most important to the US
reliability
-maintenance contract offered by sears on its refridgerators -the core offerings of hospitals, hotels, and banks (deeds and performances) -dog owners paying to keep their pets at a resort with activities would all be classified as __________.
services
In the simplest terms, _____ are deeds, processes and performances.
services
Briefly explain why it is difficult to mass produce a service.
services are typically produced and consumed at the same time
Which of the following statements describes a marketing implication that results from the intangibility of services?
services cannot be inventoried
Because of the _____ of services, service producers find themselves playing a role as part of the product itself and an essential ingredient in the service experience for the consumer.
simultaneous production and consumption
Due to the _____ characteristic of services, customers will frequently interact with each other during the service production process and may affect each other's experiences.
simultaneous production and consumption
For their wedding anniversary, Beth and Rick wanted to go skydiving. They enrolled in a skydiving class at the local airport at a cost of $260. After a 30-minute training course in which everything that was going to happen to them was carefully explained, Beth and Rick were sent up in an airplane with two skydiving experts. Each was placed in a harness arrangement with one of the experts and did what is called a tandem dive. With a tandem dive, Beth and Rick get to enjoy the experience without having to worry about when to open the parachute. The skydiving expert does that for them. This tandem jump illustrates the _____ characteristic of services.
simultaneous production and consumption
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 _____ characteristic of services.
simultaneous production and consumption
what is the primary issue that marketers face in. relation to service perishability
the inability to create an inventory when demand for your service is low
what is an intangible component of a car repair shop?
the training the mechanic has received
What do tax preparation services, law offices, dental practices and architects have in common?
they are all industries classified as part of the service sector
what do deeds, processes and performances have in common?
those words together define what a service is
Which of the following products is LEAST high in experience qualities?
wedding dress
