Services Marketing Midterm
Which of the following is NOT a benefit of conducting research on the internet?
All of the above: higher response rate, control data quality, ability to target hard to reach populations, opportunity to use multimedia to present video and audio
Why would a blood bank, which pays people for their blood donation and then sells this blood hospitals use the name blood assurance?
Because the assurance dimension of service quality inspires trust and confidence
Which of the most frequently measured ____ is willingness to recommend the service?
Behavioral intentions
According to the ______ while advertising, sales and promotions pour profits into your company, there will always be some customer defections which has the potential to grow larger.
Bucket theory of marketing
The firsts step in the new service-development process is
Business strategy development or review
Since service companies have found that customers differ in their relationship value and that it may be neither practical nor profitable to meet exceed all customers' expectations, they have divided their target markets according to : _____
Customer and / or future profitability
Which of the following statements about complaint solicitation is true?
Customer complaints provide an adequate source of information about customers' perceptions and expectations of services
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
A primary goal of firms at the friendship stage of the relationships is __________
Customer retention/ friends
A service firm is underutilizing its labor, equipment and facilitates when___
Demand is below optimum capacity
Which of the following is one of the ways an organization benefits from maintaining and developing a loyal customer base?
Employee retention
According to the service marketing triangle, an advertisement for Randonner Tours that describes the agency's customized bicycle tours through Europe is a form of ____ marketing.
External
In the service-marketing triangle, marketing refers to communications a firm uses to make promises to customers regarding service delivery?
External
_____ Customers are those individuals and business that buy goods and services from an organization?
External
According to the service marketing triangle, which of the following lists of the types of marketing that must be successfully carried out in order to a service organization to succeed?
External, internal, and interactive marketing
If you own a small advertising agency and have limited funding and even less time to spend on service marketing research, which of the following types of research would you be LEAST likely to use?
Future expectations research
when IKEA, the world's largest furniture retailer wanted to open a store in Chicago, the company asked groups of customers to dream up their ideal shopping experience and draw a design for a store that would satisfy their needs. IKEA subsequently incorporated their customers' ideas into the service design for the store. instead of simply conducting surveys to determine customer expectations, IKEA put customers in a "wish mode" and successfully used an innovative approach to close _______________ of the gaps model of service quality.
Gap 1
In order to increase usage of family - oriented ski resort, its owner sent letter to several college fraternities inviting them to spend their winter vacation at the resort. By inviting college students, the resort more than likely widened provider?
Gap 3
a service provider that has an inappropriate employee evaluation and compensation system will experience provider _______
Gap 3
Flying across the Pacific Ocean in an eight-hour trip that could be dreadful if you did not fly by Singapore airlines. One frequent flyer between the U.S. and japan noted the Singapore cabin crew gives the impression that is truly their pleasure to serve the passengers. Seating has been to designed to provide comfort in the airline's wide body planes. In first class the seats are referred to as sky suites because they are roomy. Every meal is carefully planned and served. The commitment to making the long flight as pleasant as possible indicates Singapore airlines?
Has a service culture
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 listen to it. The phone company charges $ 7 per story. Because of the prerecording of the stories, this bedtime service reduces the problems associated with the __________ characteristic of services.
Heterogeneity
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 them when he is fresh in the morning or tired at the end of the day. this is an example of service __________.
Heterogeneity
Which of the following organizations is most likely to experience wide fluctuations in demand?
Hospital
service companies can close provider gap 2 by doing all of the following except ________
Improving communication between the marketing and operations departments
which of the following factors leads to provider gap 2?
Inappropriate physical evidence of servicescape
Which of the following is managing demand and capacity does NOT lead to providers gap 3, failure to deliver what was designed and specified?
Lack of communication between contact personnel and company management
Which of the following service business is LEAST likely to experience wide fluctuations in demand over time?
Landmark Trust Bank
The Cirque de Soleil fused elements of theater with traditional circus skills to create a whole new form of entertainment. Cirque du Soleil is an example of a: ________
New service for the currently served market
Trailer called are also called ______
Post transaction surveys
Which of the following is NOT a form of qualitative research?
Process checkpoint evaluations
In acquaintance relationships, firms generally focus on ______
Providing value comparable to the competition
Nine months after the terrorist attacks on 9/11, maternity hospitals were filled to capacity as people who had been waiting for the right time to have children decided that there was no time like the present. The maternity hospitals experienced an_______.
Random demand fluctuation
The ______ of a customer is a concept that looks at customers from the perspective of their lifetime revenue or profit contributions to a company
Relationship value
Mcdonald's offers home and office delivery service in selected markets in the U.S. and Canada. McDonalds delivery service is a _________ growth strategy
Service development
When a company offers new service to current customers, it is using a ______growth strategy
Service development
Pret a Manger, a London - based sandwich shop introduced restaurant quality sandwiches with fast food velocity. This would be an example of a _____
Service improvement
___________ are the most common types of new services
Service improvements
In some long - term customer firm relationships, a service provider may become part of a customer's ____such as when a hairdresser serves as a personal confidant, or a proprietor of a local retail store is known as a central figure in neighborhood network.
Social support system
Progressive insurance examined insurance from the customer' viewpoint and saw how difficult it was to get an auto claim processed and paid by insurance companies. Then the company crafted its service strategy around solving that problem. The company has fleets of claims and adjustors on the road every day, ready to rush to the scene of a accident in their territory and provide fast claims processing, sometimes on the spot. What advice would you give progressive insurance if you wanted to expand to expand its market to include China, where there is a rapidly growing middle class?
The many legal, cultural and language barriers will make it very challenging
_________________ which of the following is NOT an example of technical outcome quality?
The sales associate greeting a customer in a specialty clothing store
When Tom and Ruth checked out of the Mariot Hilton Head Resort, They were given a brief postage paid survey to complete and return through the mail. The survey asked 15 questions about their stay at the Hotel. It covered such attributes as overall satisfaction, check in speed/ efficiency, cleanliness, décor and comfort of their room, friendliness and efficiency of the staff, quality of the dining experience, quality of merchandise/ gift shop, intention to return and willinginess to recommend to friends. Which of the following types of research did Mariot conduct?
Trailer calls
Hotels next to universities experience _______ fluctuations in demand over time and have peak demand that_____
Wide; regularly exceeds capacity
business travelers today are more likely to order room service than ever before. a tired piece of chicken in a congealed sauce kept company by a heap of wilted lettuce will likely cause the customer to think negatively about his/her hotel stay. this is an example of how ________ influences customer satisfaction.
a product feature
________service represents the minimum tolerance expectation, the bottom level of performance acceptable to the customer.
adequate
A retail store manager instructed to new sales associates to greet customers quickly when they enter the store. On the first day the sales associates are working on the selling floor, one sales associate greets customers after they enter the store, while the other associate greet customers after they have looked around for a minute or two. Which of the following risks incurred by describing services in words alone has led to the sales associates greeting customers at different time intervals?
biased interpretation
customers often cannot accurately evaluate the technical qualities of legal work like that provided when a homeowner refinances his or her property. which of the following cues would the homeowner be likely to use to evaluate legal services?
courtesy of the lawyer and staff, diplomas on the wall, how the lawyer dresses, the lawyer's use of humor and empath
which of the following statements about customer satisfaction and service quality is true?
customer satisfaction is influenced by perceptions of service quality
which of the following can influence how satisfied a customer is with a service? ________
customer's emotions, product features, customers' perception of service quality, uncontrollable situational factor
In the first stage in the service marketing research process, the researcher ________
defines the problem and research objectives
The most critical stage in the service marketing research process is when the marketing researcher_________
defines the problem and research objectives
a(n) ________ expectation occurs when customer expectations are driven by another person or group of people.
derived service
the central focus of the gaps model of service quality is the ___________
difference between customer expectations and perceptions
The three types of benefits to organizations of maintaining and developing a loyal customer base are ____
economic benefits, customer behavior benefits, human resource management benefits
The _____ dimension of service quality is the caring, individualized attention given to customers
empathy
Which of the following is an important consideration for innovating or developing a new service?
employ service and design thinking techniques
customer _____ are the standards for performance against which service experiences are compared.
expectations
Following the acquaintance relationship in the evolution of customer relationships is the customers in ____ stage.
friends
raul took his dog buffy to dog training school to stop buffy from barking. as soon as the dog returned home. she started the same pattern of barking. raul was highly critical of the trainers for not teaching buffy not to bark even though he had not continued the reinforcement technique he was supposed to use to encourage buffy's good behavior. raul's customer satisfaction was adversely affected by ___________
his attribution for service failure
the highest customer expectations are referred to as ________ expectations
ideal
___________ is a key determinant of whether an offering should be classified as a product or service.
intangibility
__________ quality refers to how a service is delivered to the customer.
interaction
The fundamental issue underlying supply and demand management in services is the lack of _______capacity
inventory
which of the following statements about services is true?
marketing and managing services present issues and challenges not faced in packaged goods companies
denise said all she expected from the day care at the gym she belonged to was to get her children back at the end of an hour and learn that the police had not been called because of something they did. she uses this particular gym because the cay care will let her unruly children stay even though it provides only the nominal supervision. denise has ________ expectations about the day care.
minimum tolerable
customers' tolerance zones vary for different service attributes or dimensions. the ________ the factor, the ________ the zone of tolerance is likely to be.
more important; narrower
as a service dimension increases in importance, a customer's zone of tolerance ________ and his/her desired and adequate service levels ________
narrows; increase
A professional baseball team that has unsold tickets for a Friday night game cannot resell those tickets for a game the following afternoon due to the ________characteristics of services
perishability
an important influence in desired service expectation is ________, the customer's underlying generic attitude about the meaning of service and the proper conduct of service providers.
personal needs
states or conditions essential to the physical or psychological well-being of a customer that are pivotal factors that shape what customers desire in a service known as ________
personal needs
steve, a baseball fan who regularly goes to games right after work, is thirsty and hungry by the time he gets to the ballpark. he hopes and desires that the food and drink vendors will visit his section of the stands frequently. another fan, bart, who regularly has dinner elsewhere before he attends games, has a lower level of desired service from the food and drink vendors at the ballpark. in this example, steve and bart have different ________ that shape their desired level of service.
personal needs
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. Teehart 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/her teeth are whitened. monthly treatments in this spa-like environment reflect the ____________ element of Teehart's service mix.
process
which of the following is NOT an element of the tradition marketing mix?
production
To close the customer gap, the gaps model of service quality suggests that the _______ gaps need to be closed.
provider
_____ research is conducted to clarify problem definition and prepare for more formal empirical research.
qualitative
Benford bank has hired marketing researchers when it noticed many people who had savings account with the bank did not have checking accounts and credit cards with it. The researchers would conduct____ research if they wanted to test the hypothesis that customers do not like the checking account and credit card services of Benford Bank.
quantitative
_______ Marketing focuses on keeping and improving current customers, rather than on concentrating on acquiring new customers.
relationship
hertz car rental has a customer loyalty program called gold plus rewards that rewards members with one point per dollar spent on qualifying rentals. free weekend rentals can be earned for as few as 500 points. by having a customer loyalty program, hertz is using ________ marketing.
relationship
telepizza S.A. is a Spanish pizza restaurant chain that offers children membership in its magic club. the magic club gives its members small prizes, usually simple magic tricks, with each order their parent places. telepizza has 65% of the Spanish market as a result of using ___________ marketing.
relationship
________________ has consistently proven to be the most important determinant of service quality.
reliability
the sources of customer expectations are market-controlled factors such as_____________________
sales promises
the maintenance contract offered by Sears on its Kenmore refrigerators, dishwashers, and microwaves is an example of a(n)_________.
service
when customers have been surprised by a service outcome that is much better or worse than expected, they tend to look for reasons and their assessments of the reasons can influence their satisfaction. these causes of service success or failure are known as _____________
service attributions
in the simplest terms, ___________ are deeds, processes, and performances.
services
the core offerings of hospitals, hotels, and banks are primarily deeds and performances and therefore are_________________.
services
which of the following statements describes a marketing implication that results from the intangibility of services _____________
services cannot be inventoried, services cannot be easily patented, services cannot be readily displayed, the actual costs of a "unit of service" are hard to determine
The relationship between business and their customers have the ability to evolve, in the first step of this evolution process, customer are identified as _________
strangers
WedSafe is the name of a company that provides wedding insurance. For example, in the event that a wedding is called off, the couple can insure themselves against loss of their nonrefundable deposits. If wedSafe's primary marketing effort is to make engaged couples aware of its service, the company is in which stage of the customer relationship evolution?
strangers
which of the following is NOT a source of customer expectations?
target market
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
which of the following would result in a broadening of provider gap 1?
the marketing research done by the motel chain includes insufficient research about what its target market wants
henry, brad, and carlos are all studying to be dog groomers at the local petsmart training academy. henry and brad believe they received inadequate training because they could not get a job when the courses finished. carlos thinks the academy was a great experience and really enjoys grooming the pets at pet heaven kennels. in this example, satisfaction levels were influenced by ____________
their perception of equity
Which of the following is not a risk incurred by describing services in words alone?
transformation
the extent to which customers recognize and are willing to accept variation in service performance is called the ________________
zone of tolerance
