Marketing Services

What refers to the lack of one-on-one connection with physical objects? a. Abstraction b. Problems c. Generality d. Match Capacity e. Traditional Marketing Channels

a. Abstraction

Call center operations that have been relocated to India or the Philippines would be an example of ______________ due to globalization forces. a. Wireless networking b. "Offshoring" of customer service c. Changes in regulation d. Privatization e. Immigration

b. "Offshoring" of customer service

All of the following are tools that can be used by managers to guide servicescape design, except: a. Keen Observation b. "Wayfinding" Systems c. Photo Audit d. Field Experiments e. Blueprinting

b. "Wayfinding" Systems

Which is NOT part of the guideline for frontline employees to effectively handle a customer's complaint? a. Act fast b. Argue with the customer c. Give customers benefit of the doubt d. Consider compensation e. Show that you understand the problem from the customers point of view

b. Argue with the customer

7. Services have different characteristics than goods, which of the following is not a differing characteristic? a. Intangibility b. Business trends c. Heterogeneity d. Inseparability of production and consumption e. Perishability of output (IHIP)

b. Business trends

________ consists of advice from a knowledgeable service person in response to the request: "What do you suggest?" a. Self-service b. Consultation c. Counseling d. Exceptions e. Hospitality

b. Consultation

The common association and human response to the color orange is: a. Optimism, Clarity, Intellect, and Mood Enhancing b. Emotions, Expressions, and Warmth c. Meditation and Spirituality d. Nurturing, Healing, and Unconditional Love e. Relaxation, Serenity, and Loyalty

b. Emotions, Expressions, and Warmth

20. Which of the following is not one of the four broad categories of services? a. People processing b. Expertise c. Possession processing d. Mental stimulus processing e. Information processing

b. Expertise

98. Which condition is NOT part of the service guarantee criteria that Hart mentions? a. Unconditional b. Hard to understand c. Easy to invoke d. Credible e. Easy to collect on

b. Hard to understand

Which of the following is NOT a Service Delivery Innovation Facilitated by Technology? a. Smart Phones b. Locating in Multi-Purpose Facilities c. Wi-Fi or Wireless Internet d. Voice Recognition technology e. Smart Cards

b. Locating in Multi-Purpose Facilities

The sum of the anticipated annual profit on each customer for the projected relationship lifetime, suitably discounted each year into the future is known as a. Annual Revenues and Costs b. Net Present Value of a customer c. Acquisition Revenues Less Costs d. Value of Referrals e. Profit from price premium

b. Net Present Value of a customer

______ is a key supplementary element that comes into play once customers are ready to buy. a. Information b. Order taking c. Branding equity d. Payment e. Reservations

b. Order taking

__________ is a key supplementary element that comes into play once customers are ready to buy. a. Information b. Order taking c. Branding equity d. Payment e. Reservations

b. Order taking

Which one of these concerns the compensation that a customer receives as a result of the losses and inconveniences caused by the service failure? a. Interactional Justice b. Outcome Justice c. Perceived Fairness d. Procedural Justice e. Service Recover Process

b. Outcome Justice

What term referes to the interpersonal encounters in which efforts are made to educate customers and promote a particular brand or product? a. The 5ws b. Personal Selling c. Sales promotion d. Direct marketing e. Trade shows

b. Personal Selling

The __________ Stage is the stage of service consumption where there is awareness of need. a. Post-purchase b. Pre-purchase c. Purchase decision d. Service consumption e. Service encounter

b. Pre-purchase

This term refers to the level of service customers actually anticipate receiving. a. Desired service b. Predicted service c. Adequate service d. Zone of tolerance e. Situational factors

b. Predicted service

Which one of these represents a broad target audience for any services communications strategy? a. Virtual Sales People b. Prospects c. Merrill Lynch d. Firm's Representative e. Service Outlets

b. Prospects

Which service performance report is recommended quarterly? a. Service performance report b. Service performance review c. Customer satisfaction survey d. Service performance update e. Control chart

b. Service performance review

In the information search, several alternatives come to mind and form the __________. a. Consideration set b. Evaluation of alternatives c. Evoked set d. Information search e. Need arousal

c. Evoked set

which of the following is the best direct example(s) of people processing? a. Education/Teacher b. Accounting c. Hairstylist d. Banker e. Advertising PR

c. Hairstylist

Success factors for franchisors include all the following except? a. Ability to achieve a larger size with a more recognizable brand name. b. Offering franchisees fewer supporting services but longer-term contracts. c. Letting franchisees take over service delivery d. Having lower overhead per outlet e. Building a cooperative rather than controlling relationship.

c. Letting franchisees take over service delivery

Which of the following is not a factor of customers switching to other providers instead of being loyal? a. Core service failures b. Dissatisfactory service encounter c. Low pricing d. Inconvenience of time e. Poor service failure response

c. Low pricing

The __________ holds that consumers use product attributes that are important to them, to evaluate and compare alternative offerings of firms in their consideration set. a. Conjunctive rule b. Linear compensatory rule c. Multi-attribute Model d. Credence attributes e. Experience attributes

c. Multi-attribute Model

All of the following are included in the customer cycle of medioctity except a. Customer trade horror stories b. Other suppliers seen as equally poor c. Narrow design of jobs d. Customer dissatisfaction e. Services not focused on customer needs

c. Narrow design of jobs

Reaching an agreement on the service features and configuration, and the terms of the offer so that a purchase contract can be closed is what type of distribution flow? a. Information b. Promotion c. Negotiation d. Product e. Exceptions

c. Negotiation

Designing and Managing the Customer Interface is which part of the framework for developing effective services marketing strategies a. Part I b. Part II c. Part III d. Part IV e. Part V

c. Part III

Service distribution may take place through physical or electronic channels, depending on the nature of the service describe which of the 7 Ps? a. Product Elements b. Price and Other User Outlays c. Place and Time d. Process e. Promotion and Education

c. Place and Time

______ refers to the output that one can get from a certain amount of inputs? a. Effectiveness b. Fed Ex center Comment Cards c. Productivity d. Target customer satisfaction survey e. Efficiency

c. Productivity

Which tool used to analyze and address service quality problems involves a cause-and-effect analysis? a. Blueprinting b. Online customer feedback survey c. Root cause analysis: The Fishbone Diagram d. Unsolicited customer feedback e. Pareto Analysis

c. Root cause analysis: The Fishbone Diagram

Experience attributes are: a.Tangible characteristics customers can evaluate before purchase b.Characteristics that customers find hard to evaluate even after consumption c.Those that cannot be evaluated before purchase ** d.Customers assess attributes and risk related to a service offering e.The part of the service organization's physical environment that is visible to and experienced by a customer.

c.Those that cannot be evaluated before purchase

Ambient conditions refer to the characteristics that relate to senses. Which of the following is not included in these senses? a. Lighting and color schemes b. Size and shape perceptions c. Sounds d. Arousal e. Temperature

d. Arousal

Which of the following is not a job content? a. Variety of difficult activities b. Needs the completion of the whole pieces of work c. Has an impact on the lives of others d. Define goals and share them with team members e. Comes with the freedom and flexibility

d. Define goals and share them with team members

The __________ is the difference between service standards and the service delivery teams' actual performance on these standards. a. Reliability b. Communications gap c. Knowledge gap d. Delivery gap e. Perceptions gap

d. Delivery gap

All the following are key objectives of an effective customer feedback system except? a. Assessment & benchmarking of service quality b. Assessment & benchmarking of performance c. Customer driven learning & improvements d. Focus group discussions & service reviews e. Creating a customer oriented service culture

d. Focus group discussions & service reviews

Which of the following is not included in the employee cycle of failure a. Low profit margins b. Employee becomes bored c. Minimization of selection effort d. High customer turnover e. Use of technology to control quality

d. High customer turnover

99. Which is NOT part of the strategy to reduce customer complaint barriers a. Put customer service hotline numbers on all customer communications materials b. Have service recovery procedures in place and communicate this to customers c. Thank customers for their feedback d. Ignore all customers complaints e. Train service employees not to hassle and to make customers feel uncomfortable

d. Ignore all customers complaints

Which of the following is not an attracting factor for customers to visit virtual stores? a. Convenience b. Ease of search c. Broader Selection d. Locational Constraints e. Potential better pricing

d. Locational Constraints

Common causes for customers to switch include all of the following except: a. Core service failures and dissatisfaction b. Perception that pricing is deceptive and unfair c. Inconvenience d. Loyalty e. Poor response to service failure

d. Loyalty

All the following are factors causing rapid growth in the service sector, and are among the powerful forces transforming today's service markets except. a. Advances in Information Technology b. Government Policies c. Social Changes d. Non-Migration e. Globalization

d. Non-Migration

Which of the following is not part of the marketing communication mix? a. Personal communication b. Publicity and public relations c. Corporate design d. Online privacy e. Instructional materials

d. Online privacy

Which factor is not causing rapid growth of the service sector? a. Government policies b. Social changes c. Globalization d. Outsourcing e. Advances in information

d. Outsourcing

Which segment sees high value in our offer, spends more with our offer, costs less to maintain, and spreads positive word-of mouth a. Gold b. Iron c. Lead d. Platinum e. Silver

d. Platinum

94. delivery channels, such as the Internet or __________ machines, improves productivity. a. Front-stage b. Backstage c. Financial value d. Self-service e. Assessment

d. Self-service

Life Time Value (LTV) calculations need to include all of the following exept: a. Acquisition costs b. Revenue streams c. Expected number of years the customer will stay with the firm d. Special treatment benefits e. Discount rate for future cash flows

d. Special treatment benefits

To achieve the communications objectives, we can use a variety of communications channels, not including: a. Advertising b. Telemarketing c. Internet d. Tangible cues e. New media

d. Tangible cues

which of the following is NOT one of the Information Processes on the Flower of Service model? a. Billing b. Payment c. Consultation d. Order Taking e. Safekeeping

e. Safekeeping

Which of the following is not one of the methods to identify the best candidates in their application pool? a. Use multiple structured interviews b. Observe candidate behavior c. Conduct personality tests d. Give applicants a realistic preview of the job e. Select the right people

e. Select the right people

Which of the following is not part of the framework for developing effective services marketing strategies? a. Applying the 4 Ps of marketing to services b. Designing and managing the customer interface c. Striving for service excellence d. Developing customer relationships e. Servicescape

e. Servicescape

Which cycle captures the effect of a strategy? a. Organization/ Client conflicts b. The Cycle of Success c. Inter-client Conflicts d. The Cycle of Mediocrity e. The Cycle of Failure

e. The Cycle of Failure

Which of the following is NOT one of the main factors a consumer considers before choosing a channel of service? a. Risk level of service b. Knowledge of service c. Functional aspects d. Confidence in service e. Value creation

e. Value creation

One of the main dimensions of the service environment in the servicescape model is: a. Ambient Conditions b. Shaping Customers' Experience and Behaviors c. Conveying the Planned Image of the Firm d. Enhanced Service Quality and Productivity e. Russell's Model of Affect

a. Ambient Conditions

Total market surveys and ________ typically measure satisfaction with all major customer service processes and products. a. Annual surveys b. Feedback loop c. Mystery shopping d. Focus group discussion e. Input

a. Annual surveys

Which of the following is not a part of the Multichannel Integration process? a. Target segments b. Sale Forces c. Telephony d. Mobile Commerce e. Electronic Commerce

a. Target segments

Which one of these categories best describes the type of customer that would physically abuse the service facilities and equipment? a. The Vandal b. The Cheat c. The Deadbeat d. The Belligerent e. The Thief

a. The Vandal

__________ can be described as an online journal, diary, or news listing, where people can post anything, about whatever they like. a. Blogs b. Word of Mouth c. Customer Service Employees d. Media Coverage e. Consumer Privacy

a. Blogs

People are motivated and satisfied simply by knowing that they are doing a good job. This is true especially if the job: a. Comes with freedom and flexibility b. Identifies what the team will achieve c. Shares perception of what is important in an organization d. Shares values and beliefs of why things are important e. Keeps team members informed of goal achievements

a. Comes with freedom and flexibility

Which type of marketing involves using channels that allow personalized messages to be sent to highly targeted micro-segments? a. Direct Marketing b. Communication c. Public Relations d. Trade Shows e. SAS International Hotels

a. Direct Marketing

For __________, the product brand dominates, but the corporate name is still featured. a. Endorsed brands b. House of brands c. Multi-brand strategy d. Subbrands e. Service tiering

a. Endorsed brands

Which of the following is NOT among factors attracting customers into virtual stores? a. Hospitality b. Convenience c. Ease of search d. Broader selection e. Prompt delivery

a. Hospitality

Which is an aspect in a firm that service employees need to be trained on? a. Interpersonal and technical skills b. Use multiple structural interviews c. Observe candidate behavior d. Conduct personal test e. Give applicants a realistic Preview of the Jobs

a. Interpersonal and technical skills

Characteristics of the marketing of services include all the following except. a. Manufactured Goods b. Intangibility c. Heterogeneity (variability) d. Inseparability of production and consumption e. Perishability of output

a. Manufactured Goods

Which one of these is not a form of message transmitted through the internet? a. Personal Selling b. Company's Web site c. Banner Advertising d. Search Engine Advertising e. Online Advertising

a. Personal Selling

______is many services, especially those involving people processing or possession processing, require physical facilities for delivery? a. Product Flow b. Negotiation Flow c. Information and Promotion Flow d. Telecommunications Channels of Distribution e. Physical Channels of Distribution

a. Product Flow

________ is when customers want assistance with their personal possessions when visiting a service site. a. Safekeeping b. Special requests c. Branded house d. Branding strategies e. Bundle of output

a. Safekeeping

_________ is when customers want assistance with their personal possessions when visiting a service site. a. Safekeeping b. Special requests c. Branded house d. Branding strategies e. Bundle of output

a. Safekeeping

_______ is/are tangible characteristics a customer can evaluate before purchase. a. Search attributes b. Evidence management c. Financial risk d. Functional risk e. Perceived risk

a. Search attributes

5. Which of the following is a one of the three main stages of service consumption? a. Service Encounter ** b. Need Arousal c. Formation of expectations d. Repurchase e. Consideration set

a. Service Encounter

Economic activities offered by one party to another is the definition of a. Services b. Physical Environment c. Developing Customer Relationships d. Striving for Service Excellence e. Product

a. Services

What kind of bond is based on personal relationships between providers and customers? a. Social b. Customization c. Structural d. Higher-level e. Financial Reward

a. Social

Which of the following is NOT a level of employee involvement? a. Suggestion involvement b. Low customer turnover c. Customer loyalty d. High profit margins e. High customers satisfaction

a. Suggestion involvement

Alain d'Astous explored environmental aspects that irritate shoppers. Of his findings which problem was a variable of environmental design? a. The store is too small b. It is too hot inside the store c. There is a bad smell in the store d. The store is not clean e. The music inside the store is too loud.

a. The store is too small

___________ has a powerful influence on people's decisions to use (or avoid using) a service. a. Word of mouth b. Frontline employees c. Self-service delivery points d. Service outlets e. Blogs

a. Word of mouth

_________ refers to approachability and ease of contact. a. Communication b. Competence c. Access d. Credibility e. Empathy

c. Access

________ is a visual map of the sequence of activities required for service delivery that specifies front-stage and backstage elements and the linkages between them. a. Positioning b. Photo audit c. Blueprinting d. Spatial layout

c. Blueprinting

The four broad categories of services include all the following classifications except. a. People Processing b. Mental Stimulus Processing c. Brand Processing d. Possession Processing e. Information Processing

c. Brand Processing

All of the following are key processes involved in a CRM strategy except: a. Strategy development b. Value creation c. Data analysis d. Performance assessment e. Information management

c. Data analysis

Which one of the following is not included in the full range of rewards used to motivate and energize your people? a. Pay b. Bonus c. Empower the frontline d. Job comfort e. Feedback and recognition

c. Empower the frontline

________ add(s) extra value and appeal for customers. a. Core product b. Flower of Service c. Enhancing supplementary services d. Facilitating supplementary services e. Billing

c. Enhancing supplementary services

_________ add(s) extra value and appeal for customers. a. Core product b. Flower of Service c. Enhancing supplementary services d. Facilitating supplementary services e. Billing

c. Enhancing supplementary services

These particular intercept surveys are typically conducted after customers have completed a specific transaction? a. Total marketing surveys b. Annual surveys c. Transactional surveys d. Service feedback cards e. Mystery shopping

c. Transactional surveys

Reicheld and Sasser state that there are four factors that cause firm growth. Which of the following is not one of the factors? a. Profit derived from increase purchases b. Profit from reduces operating costs c. Profit from referrals to other customers d. Profit from price premiums e. Negative word of mouth from "defected" customers

e. Negative word of mouth from "defected" customers

Which of the following is not a factor causing rapid growth of the service sector? a. Government policies b. Social changes c. Business trends d. Globalization e. People

e. People

Which of the following is the following is the best direct example(s) of possession processing? a. Healthcare/Nurse b. Passenger transportation c. Legal services d. Nail Technician e. Repair & Maintenance

e. Repair & Maintenance

Richard Norman borrowed the __________ metaphor from bullfighting to show the importance of contact points with customers. a. Physical risk b. Psychological risk c. Sensory risk d. Social risk e. "Moments of Truth"

e. "Moments of Truth"

Building a foundation for loyalty consists of all of the following except a. Targeting the right customers b. Searching for value, not just volume c. Managing customer base through effective tiering of service d. Customer satisfaction and service quality e. Addressing Key Churn Drivers

e. Addressing Key Churn Drivers

Of the five dimensions of service quality, which includes credibility, security, competence, and courtesy? a. Intangible b. Productivity c. Biometrics d. Courtesy e. Assurance

e. Assurance

Which of the following is NOT an advantage to franchising? a. Fast growth b. Highly motivated franchisees c. High-quality service operations d. Cost-effective operations e. Control over delivery system

e. Control over delivery system

Which is not a way of motivating or energizing people? a. Pay b. Bonus c. Job Comfort d. Feedback e. Develop team structures

e. Develop team structures

Internal customer and employee responses can be grouped into which of the following categories? a. Holistic View b. Signs, symbols, and artifacts c. Field experiments d. Space/function e. Emotional Responses

e. Emotional Responses

The pre-purchase stage includes all of the following steps except: a. Need Awareness b. Making a purchase decision c. Information search d. Evaluation of alternatives e. Evaluation of service performance

e. Evaluation of service performance

All of the following are categories of perceived risk except: a. Temporal b. Physical c. Social d. Functional e. Evidence management

e. Evidence management

One of the forces that transforms and impacts the service economy is Business Trends which includes all of the following except. a. Growth in franchising b. Marketing emphasis by nonprofits c. More strategic alliances d. Push to increase shareholder value e. Faster more powerful software

e. Faster more powerful software

85. Research has shown that in designing the hospital service scape we can reduce risks and contribute to patient well being and recovery, staff welfare and productivity. Which of the following was not included in the recommendations? a. Improve lighting b. Provide distractions for patients c. Reduce noise level d. Provide single bedrooms e. Field experiments

e. Field experiments

Which of the following is not one of the organizations that have come to recognize that the service environment is an important part of their services marketing mix and overall value proposition? a. Hospitals b. Hotels c. Restaurants d. Offices of Professional Service Firms e. Grocery Stores

e. Grocery Stores

The field of environment psychology studies: a. How to Facilitate the Service Encounter b. How the Design of Hospitals helps Patients Recover c. How We Can Better Change Individual's Feelings and their Effects on Response Behaviors d. How Service Environments can be Designed e. How People Respond to Particular Environments

e. How People Respond to Particular Environments

Which is not a challenge that intangibility of services presents for communication? a. Abstractness b. Generality c. Nonsearchability d. Mental e. Metaphors

e. Metaphors

Which of the following is not a petal on the eight petals of the Flower of Service? a. Billing b. Exceptions c. Safekeeping d. Hospitality e. Ministores

e. Ministores