MKT 380 quiz 3 (Ch7,8,9)

16. Mental impalpability refers to the fact that intangibles cannot be searched or inspected before they are purchased.

(False; Challenging; p. 193)

. At Kearney is a good example of a firm that helps it clients achieve high performance.

(False; Easy; p. 195)

17. Communication messages originate only from the marketing and service delivery channels of the firm.

(False; Easy; p. 199)

18. Direct marketing involves efforts to stimulate positive interest in an organization and its products by sending out news releases, holding press conferences, staging special events, and sponsoring newsworthy activities put on by third parties.

(False; Easy; p. 200)

19. Sales promotion includes sampling, coupon, sign-up rebates, gifts, prize promotions and special events.

(False; Easy; p. 201)

12. A key characteristic of service blueprinting is that it makes little or no distinction between what customers experience "front-stage" and the activities of employees and support processes "backstage."

(False; Easy; p. 231)

35. "Failure" points in the restaurant service blueprint provided in the chapter only occur in the backstage processes.

(False; Easy; p. 234)

14. Optimum and maximum capacities are never one and the same (e.g. a sport performance).

(False; Easy; p. 266)

15. One way to stretch capacity is to ensure slack time is encountered.

(False; Easy; p. 270)

37. Airlines place restrictive conditions on fares for tourists to prevent business travelers from traveling on economy class.

(False; Easy; p. 287)

12. In low-contact services, frontline personnel are central to service delivery.

(False; Moderate; p. 191)

13. Customers do not need training to help them perform well because they already know what they want.

(False; Moderate; p. 192)

15. Advertising and promotions do little to help change the timing of customer usage.

(False; Moderate; p. 192)

36. DHL gained significant favorable publicity when it safely transported two giant pandas from Chengdu, China to the National Zoo in Washington, D.C.

(False; Moderate; p. 200)

37. Easyjet built a very successful model based on banner advertising.

(False; Moderate; p. 203)

20. Blogs (Web logs) are frequently modified Web pages in which entries are listed in chronological sequence.

(False; Moderate; p. 210)

13. A drawback of service blueprints is that they cannot give managers the opportunity to identify potential fail points in the process where there is a significant risk of things going wrong and diminishing service quality

(False; Moderate; p. 232)

34. "Risk of excessive wait" points in a restaurant service blueprint provided in the chapter occur mainly in the backstage processes.

(False; Moderate; p. 234)

16. Service staff poka-yokes usually focus on preparing the customer for the encounter, understanding and anticipating their role in the service transaction, and selecting the correct service or transaction.

(False; Moderate; p. 240)

18. Customer participation refers to the actions and resources supplied by customers during the service production and/or delivery process, including all but emotional inputs.

(False; Moderate; p. 248)

12. Medical clinics, hotels, and passenger aircrafts are all examples of physical facilities designed to contain goods and services.

(False; Moderate; p. 268)

34. During the SARS period when travel and tourism was affected, staff were sent for training or encouraged to resign.

(False; Moderate; p. 270)

16. Demand patterns are usually random.

(False; Moderate; p. 272)

35. A good example of inventorying demand is a haircut that can be set up and prepared for one day and executed the next.

(False; Moderate; p. 275)

18. When a firm wants to inventory demand via a reservation system and has insufficient capacity it should lower prices selectively.

(False; Moderate; p. 286)

33. A subway can increase the capacity on a route after all seats have been occupied.

(True; Challenging; p. 270)

11. Communications is more than just advertising, public relations and professional salespeople. It is also where marketers explain and promote the value proposition of their offering.

(True; Easy; p. 190)

34. UPS is strongly associated with brown, which gives it the image of being reliable and trustworthy.

(True; Easy; p. 197)

35. Advertising serves to build awareness, inform, persuade, and remind.

(True; Easy; p. 198)

11. A blueprint specifies in some detail how a service process should be constructed.

(True; Easy; p. 231)

33. Restaurants are often quite theatrical in their use of physical evidence (such as furnishing, décor, uniforms, lighting, and table settings).

(True; Easy; p. 238)

20. SST is only better than the interpersonal alternative if it saves time, provides ease of access, cost savings, or some other benefits.

(True; Easy; p. 250)

13. Financial success in businesses with limited capacity depends largely on how capacity is used.

(True; Easy; p. 269)

17. Good records of a firm's transactions can help one to understand demand patterns.

(True; Easy; p. 273)

36. One of the most direct ways for a hotel to reduce excess demand at peak periods is to charge customers more money to use the service during those periods.

(True; Easy; p. 276)

14. Publicizing price discounts is one way to encourage self-service on an ongoing basis.

(True; Moderate; p. 192)

14. Blueprints can pinpoint the stages in the process where customers commonly have to wait.

(True; Moderate; p. 232)

15. Part of the challenge of implementing poka-yokes in service contexts is the need to address not only server errors, but also customer errors.

(True; Moderate; p. 240)

36. Poke-yokes originated from Total Quality Management methods in manufacturing.

(True; Moderate; p. 240)

37. A good example of a service poka-yoke is a surgeon whose surgical instrument trays have indentations for each instrument.

(True; Moderate; p. 240)

17. Service process redesign encompasses reconstitution, rearrangement, or substitution of service processes.

(True; Moderate; p. 244)

19. A key problem with self-service technologies is that so few of them incorporate service recovery systems.

(True; Moderate; p. 250)

11. The term "productive capacity" refers to the resources or assets that a firm can employ to create goods and services.

(True; Moderate; p. 268)

19. We need to have queuing or reservations systems because demand cannot be inventoried.

(True; Moderate; p. 286)

20. Yield analysis forces managers to recognize the opportunity cost of selling capacity for a given date to a customer from one market segment when another might subsequently yield a higher rate.

(True; Moderate; p. 287)