Question 1

What is the problem associated with service quality standards such as "be nice" or "do what the customers want"?

Accepted Answer

A)   They create low expectations.
B)   They are not specific.
C)   They do not allow for the voice-of-customer process.
D)   Most employees are unwilling to do what customers want.
E)   They create a delivery gap.

Question 2

Firms that primarily sell products view service as a method to maintain a sustainable competitive advantage.

Accepted Answer

A) True 
 B)False

Question 3

Service providers often encounter rude and unreasonable consumers.Services marketing managers can reduce the delivery gap,even for these customers,by

Accepted Answer

A)   empowering consumers.
B)   providing support and incentives for their employees.
C)   directing zone of tolerance limits for employees.
D)   doing effective customer screening.
E)   forcing rude customers to use technology.

Question 4

Because of __________,many companies have altered their "no questions asked" return policies to include time limits,"restocking" fees,and store-credit-only refunds.

Accepted Answer

A)   government regulations
B)   Better Business Bureau guidelines
C)   high costs
D)   accounting concerns
E)   well-publicized liability cases

Question 5

What should a service provider do when a customer gets emotional about the service failure?

Accepted Answer

The provider should listen att...

Question 6

By providing good customer service,firms __________ their products.

Accepted Answer

A)   eliminate the communication gap for
B)   add value to
C)   reduce the assurance for
D)   reduce the empowerment cost associated with
E)   increase the perishability of

Question 7

Along the service-product continuum,which of the following would be considered the most service dominant?

Accepted Answer

A)   grocery store
B)   apparel specialty store
C)   doctor's office
D)   bookstore
E)   restaurant

Question 8

Because customers have different needs and expectations,the key to distributive fairness in service recovery is to

Accepted Answer

A)   listen to the customer.
B)   contact a supervisor quickly.
C)   estimate the damage.
D)   provide a fair solution.
E)   resolve the problem quickly.

Question 9

One approach marketers are using to reduce service __________ is to replace people with machines whenever appropriate.

Accepted Answer

A)   intangibility
B)   inseparability
C)   spendability
D)   perishability
E)   heterogeneity

Question 10

In training service providers,service quality goals should be general to allow for the various needs of consumers.

Accepted Answer

A) True 
 B)False

Question 11

Because services are __________,it is often difficult for marketers to convey the benefits to consumers.

Accepted Answer

A)   heterogeneous
B)   inseparable
C)   intangible
D)   perishable
E)   substantial

Question 12

Services marketing managers have learned that more employees will support a quality-oriented process if

Accepted Answer

A)   they are involved in setting the goals.
B)   perishable services are replaced with tangible services.
C)   they are required to diverge from existing standards.
D)   customers are responsible for setting service quality standards.
E)   the process involves both part-time and full-time employees.

Question 13

The marketing of services differs from product marketing because services are all of these except

Accepted Answer

A)   intangible.
B)   inseparable.
C)   heterogeneous.
D)   renewable.
E)   perishable.

Question 14

All products and services are intangible.

Accepted Answer

A) True 
 B)False

Question 15

All of the following are recommended strategies for service recovery except

Accepted Answer

A)   listening to the customer.
B)   finding a fair solution.
C)   resolving problems quickly.
D)   silencing an irate customer before the individual makes any angry outbursts.
E)   following procedural fairness when solving problems.

Question 16

The knowledge gap is where "the rubber meets the road," where the customer directly interacts with the service provider.

Accepted Answer

A) True 
 B)False

Question 17

In countries like the United States,services

Accepted Answer

A)   have almost all been replaced by technology.
B)   are a small portion of GDP relative to manufacturing.
C)   are replacing property taxes as a source of government revenue.
D)   will decrease in demand as the population ages.
E)   account for an increasing share of jobs.

Question 18

Empowerment is when __________ are authorized to make decisions to help their customers and,as a result,service quality generally improves.

Accepted Answer

A)   consultants
B)   middle managers
C)   corporate executives
D)   production control managers
E)   frontline employees

Question 19

The marketing of services differs from the marketing of products because services are tangible and separable from the service provider.

Accepted Answer

A) True 
 B)False

Question 20

Most customers want to achieve a fair solution following a service failure.All of the following factors affect a person's perceptions of "fairness" in these kinds of situations except

Accepted Answer

A)   the nature or severity of the service failure.
B)   the customer's experience with other firms.
C)   the firm's policy on service recovery.
D)   observed treatment of other customers.
E)   stories of service recovery told by friends and family.

Exam 13: Services: the Intangible Product

By providing good customer service,firms __________ their products.

Correct AnswerverifiedShow Answer

Because services are __________,it is often difficult for marketers to convey the benefits to consumers.

Correct AnswerverifiedShow Answer

The knowledge gap is where "the rubber meets the road," where the customer directly interacts with the service provider.

Correct AnswerverifiedShow Answer

In countries like the United States,services

Correct AnswerverifiedShow Answer

The marketing of services differs from product marketing because services are all of these except

Correct AnswerverifiedShow Answer

Most customers want to achieve a fair solution following a service failure.All of the following factors affect a person's perceptions of "fairness" in these kinds of situations except

Correct AnswerverifiedShow Answer

Firms that primarily sell products view service as a method to maintain a sustainable competitive advantage.

Correct AnswerverifiedShow Answer

Along the service-product continuum,which of the following would be considered the most service dominant?

Correct AnswerverifiedShow Answer

The marketing of services differs from the marketing of products because services are tangible and separable from the service provider.

Correct AnswerverifiedShow Answer

What is the problem associated with service quality standards such as "be nice" or "do what the customers want"?

Correct AnswerverifiedShow Answer

Because of __________,many companies have altered their "no questions asked" return policies to include time limits,"restocking" fees,and store-credit-only refunds.

Correct AnswerverifiedShow Answer

Services marketing managers have learned that more employees will support a quality-oriented process if

Correct AnswerverifiedShow Answer

In training service providers,service quality goals should be general to allow for the various needs of consumers.

Correct AnswerverifiedShow Answer

Because customers have different needs and expectations,the key to distributive fairness in service recovery is to

Correct AnswerverifiedShow Answer

One approach marketers are using to reduce service __________ is to replace people with machines whenever appropriate.

Correct AnswerverifiedShow Answer

What should a service provider do when a customer gets emotional about the service failure?

Correct AnswerverifiedThe provider should listen att...View AnswerShow Answer

Empowerment is when __________ are authorized to make decisions to help their customers and,as a result,service quality generally improves.

Correct AnswerverifiedShow Answer

All products and services are intangible.

Correct AnswerverifiedShow Answer

Service providers often encounter rude and unreasonable consumers.Services marketing managers can reduce the delivery gap,even for these customers,by

Correct AnswerverifiedShow Answer

All of the following are recommended strategies for service recovery except

Correct AnswerverifiedShow Answer

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The provider should listen att...
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