mktg 351 ch 13 test questions

Which of the following is most likely to be considered a business service?

consulting

Offering pet owners who recommend Prize Pet Grooming to a friend $10 off their next grooming bill is a program designed primarily to

encourage word-of-mouth communication

Because of a service's ___________, standardization and quality are difficult to control.

heterogeneity

knowledge/competence of employees and ability to convey trust and confidence.

Assurance

Which of the following services falls closest to the middle of the tangibility continuum?

Dinner at Olive Garden

Hair stylists find it challenging to market their service because the customer must be involved in production (i.e., the haircut). This illustrates which of the following unique features of services?

Inseparability

___________ marketing includes activities conducted by individuals and organizations to achieve some goal other than ordinary business goals such as profit.

Nonprofit

What should marketers do to promote the consistency and reliability of their services most effectively?

Train employees and develop standard procedures for dealing with customers

What type of product is the children's playground at the "Y"?

consumer service product

The intangibility aspect of a service means that

consumers may have a problem evaluating service offerings.

The necessary interaction between service provider and customer that allows a service to be delivered is called

customer contact

Any human or mechanical effort that adds value to a product is called

customer service

The fact that the "Y" is open from 6:00 am until 11:00 pm refers to the __________ element of its marketing mix.

distribution

Client-based relationships are most likely to be developed by

doctors

What is the most important factor in determining customer evaluations of service quality?

Reliability

Which of the following is similar for both for-profit and nonprofit marketing?

ability to use effective marketing activities

The two levels of expectations that consumers generally have about services are

acceptable and desired

Prudential Insurance uses "the rock" symbol to communicate stability and security to customers. This is Prudential's attempt to help customers better understand its services by

emphasizing tangible cues in promoting the service

There are five elements that affect customers' perceptions of service quality. They are reliability, appearance of the tangibles, responsiveness, assurance, and

employee empathy

H&R Block, a major tax preparation firm, reported having a problem with its employees being inconsistent in the filing of returns. The firm is experiencing a problem with which of the following characteristics of the service offering?

heterogeneity

Services have six basic characteristics: intangibility, inseparability of production and consumption, perishability, client-based relationships, customer contact, and

heterogeneity

The fact that the first massage Gretchen gives each day is better than the last massage demonstrates the ______ of services.

heterogeneity

The more __________ involved with delivering a service, the greater the degree of heterogeneity.

human labor

Services are usually provided through the application of _______ directed at people or objects.

human or mechanical efforts

The growth of business services is largely attributed to

increases in the complexity and competitiveness of business environments

Jason Robinson, a dentist, finds that he is not bringing in enough revenue to cover his expenses. He would like to schedule more patients, but he finds that in almost every time slot, he is seeing an existing patient. Jim's difficulty in expanding his practice involves the aspect of service called

inseparability

The children who take swimming lessons must be in attendance at the pool during the time of their appointment. The need for the child to be in attendance in order to receive the lesson is an example of the ______ feature of a service, while the need for them to be there at the time of their appointment, represents the _______ feature.

inseparability; perishability

Brittany recently moved to a new city and is trying to find a new mechanic to do maintenance and repair on her car. She visits several places to judge their overall appearance, cleanliness, and organization and finally chooses a mechanic. Brittany was trying to overcome the ______ aspect of services.

intangibility

Service marketers make promises to customers, suggesting that the customer place some degree of trust in the service provider. In this way, service marketers are trying to address the challenge of the service characteristic of

intangibility

Which of the following service providers would typically call their customers "clients"?

lawyers

Service industries account for ____ of the gross domestic product of most developed nations.

nearly three-quarters

Kathy Adkins, owner of Adkins Styling Salon, looks at the day's appointment schedule and notices that it is completely full. She wishes some of the empty slots from earlier in the week were available on this Saturday afternoon. Her thoughts deal with the ___________ characteristic of services.

perishability

The fact the services cannot be inventoried and then sold at a later date is called

perishability

In an attempt to attract customers, service marketers often promise great results and satisfaction to customers, but marketers should be careful not to

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

Because practically all marketers provide some services, ___________ typically do not exist in today's business environment.

pure goods

The willingness and readiness of employees to meet the needs of the customer while providing the service is an important dimension of service quality called

responsiveness

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.

search

When Kaycee looked in the yellow pages and on the Internet for information on the accountants in the area, she was most likely using _________ qualities to evaluate the accountant service.

search

The continuum of tangibility goes from _____ on one end to _____ on the other end.

service-dominant products; good-dominant products

Consumers look closely at service quality when comparing competing services because

services are very difficult to evaluate

Although it has a strong customer base, Sato Japanese Restaurant rarely attracts customers by methods other than word-of-mouth communication. The manager believes this can be explained by the restaurant's location in a rough area in the city and its run-down appearance. In other words, potential customers are most concerned about

tangibles

Attributes which are assessed only during the consumption of a service are called

tangibles

When Kaycee visited the accountants' offices and used the look of the surroundings, as well as the office furniture condition in her evaluation of the service business, she was most likely using the elements of the ________ dimension of service quality.

tangibles

Children with muscular dystrophy who receive treatments developed through research programs funded by MDA represent ___________ for this charitable organization.

target publics

In most service industries, customer-contact employees are

the lowest-paid and least-trained employees

Distribution for nonprofit organizations is

typically characterized by short channels.

In service marketing, the most important link to the customer is

well-trained contact employees

Many services base their success on building a group of satisfied customers who use their services on a regular basis over long periods of time. This critical component of success is referred to as

client-based relationships

A university's student body would be considered its ___________ public, and parents, alumni, and trustees would be included as its ___________ public.

client; general

When using an accountant to prepare her tax return, Kaycee really can't determine the level of the accountant's expertise, or whether the accountant actually determined the absolute highest dollar amount Kaycee could have legally received. This is an example of the _________ of a service.

credence qualities

If a nonsmoker dines in a restaurant without a no-smoking section, then the overall quality of service experienced by the nonsmoking customer probably declines. This is an example of which of the following service characteristics?

Inseparability

Many services have aspects that consumers may never be able to evaluate, even years after the purchase and consumption of the service. These attributes are called

credence qualities

If Best Western bundles its rooms with services such as free local phone calls, cable television, wireless Internet access, and complimentary breakfast, these services are known as ___________ services.

supplementary