MKT 230 Chapter 13

The continuum of tangibility goes from _________ on one end to ________ on the other end. a. service-dominant products; good-dominant products b. rational products; irrational products c. easy to see; not easy to see d. mostly service goods; mostly product goods e. pure products; pure services

a. service-dominant products; good-dominant products

In most service industries, customer-contact employees are a. the lowest-paid and least-trained employees. b. moderately paid personnel with high rates of turnover. c. well-trained but have high turnover rates. d. the best trained employees in the organization. e. valued as the most important employees in the organization.

a. the lowest-paid and least-trained employees.

All of the following are elements of the inseparability characteristic of services except that a. consumers are involved in production. b. services are easy to standardize and control. c. centralized mass production is difficult. d. consumption and production are simultaneous. e. many services cannot be performed without the customer being present.

b. services are easy to standardize and control.

The marketing channels for services are usually a. dependent on the geographical location of the consumer. b. characterized by two to three intermediaries. c. direct from provider to customer. d. complex and multifaceted. e. determined by the customer.

c. direct from provider to customer.

Flo, the spokesperson in Progressive Insurance TV commercials, is used to symbolize friendliness, reliability, and knowledge of the company's products. The part Flo plays in the promotion is designed to address the _____________ characteristic of services. a. heterogeneity b. customer service c. intangibility d. perishability e. inseparability

c. intangibility

Service industries account for _________ of the gross domestic product of most developed nations. a. nearly all b. more than half c. nearly three-quarters d. approximately 25 percent e. a small portion

c. nearly three-quarters

Because practically all marketers provide some services, __________ typically do not exist in today's business environment. a. tangible-dominant products b. pure service c. pure goods d. customer services e. service products

c. pure goods

Because of a service's ___________________, standardization and quality are difficult to control. a. homogeneity b. perishability c. intangibility d. heterogeneity e. inseparability

d. heterogeneity

Demand-based pricing most closely relates to the ____________________ of services. a. customer contact aspect b. inseparability c. heterogeneity d. perishability e. intangibility

d. perishability

When service companies change high-contact services into low-contact services, the a. service becomes less standardized. b. quality of the service declines. c. service becomes more expensive to deliver. d. service becomes less personalized. e. time required to deliver the services increases.

d. service becomes less personalized.

What should marketers do to promote the consistency and reliability of their services most effectively? a. Encourage employees to be creative in solving customer issues and complaints b. Limit the number of employees in their organization c. Perform as much of the service as possible before the customer arrives d. Require employees to be shining, happy people all day long e. Train employees and develop standard procedures for dealing with customers

e. Train employees and develop standard procedures for dealing with customers

Antonio is planning a trip to Cancun for spring break. He will likely be able to evaluate the hotel's size, amenities offered, and prices by looking at information on its website. However, he won't be able to evaluate the comfort level of the bed or the friendliness of the employees until he actually spends time at the hotel. The type of evaluation attributes Antonio is using before his trip are called _____________ and those he uses during the trip are called ______________ . a. credence; experience b. credence; search c. search; credence d. experience; credence e. search; experience

e. search; experience

Which of the following is similar for both for-profit and nonprofit marketing? a. Ability to use effective marketing activities b. Concern for the entry of competitors into the field c. Complexity of the typical distribution channels d. Emphasis on profit as a motive e. Definition of target markets

a. Ability to use effective marketing activities

Who judges service quality? a. Customers b. The company c. Independent raters d. Employees e. Marketers

a. Customers

Services have basic characteristics: Intangibility, inseparability of production and consumption, perishability, client-based relationships, customer contact, and a. heterogeneity. b. labor-intensiveness. c. homogeneity. d. orientation toward value. e. specialization.

a. heterogeneity.

In an attempt to attract customers, service marketers often promise great results and satisfaction to customers, but marketers should be careful not to a. promise too much and cause customer expectations beyond what they can deliver. b. promise less than they can actually deliver and keep customers away. c. make the appearance of their facilities consistent with their promises to customers. d. deliver on these promises and risk financial losses and the success of the company. e. make the quality of their services too tangible in the eyes of the customer.

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

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. a. intangible b. credence c. search d. experience e. assurance

c. search

A service is usually offered as part of a bundled package of services with a core service and one or more __________ services. a. auxiliary b. tangible c. supplementary d. basic e. other core

c. supplementary

In general, differences between goods and services are determined by the a. degree of consumer contact. b. type of target market. c. type of provider. d. degree of labor intensiveness. e. degree of tangibility.

e. degree of tangibility.

Just Relax Massage Therapists have a large customer base although they do very little advertising. Their promotion strategy relies mostly on a. a webpage. b. television ads. c. news stories. d. newspaper ads. e. word of mouth.

e. word of mouth.