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MKTG4300 - Quiz 4,5, F-Exam Stud - Pool
MKTG4300 - Quiz 4,5, F-Exam Stud - Pool
Chapter 1
1) The ____ reflects the view that the intangible aspects of products are becoming the key features that
differentiate the products in the marketplace.
a.
services marketing
b.
servuction model
c.
service imperative
d.
benefit concept
e.
industrial management model
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
4) On the scale of market entities, with tangible-dominant to the extreme left and intangible-dominant to the
extreme right, investment management services would appear:
a.
to the extreme left.
b.
mid-left.
c.
in the middle.
d.
mid-right.
e.
to the extreme right.
6) Businesses such as fast food restaurants would fall where along the scale of market entities?
a.
on the extreme end of the intangible-dominant side
b.
on the extreme end of the intangible-dominant side
c.
in the middle of the continuum
d.
left of the middle towards the tangible-dominant side
e.
right of the middle towards the intangible-dominant side
a.
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
manufacturing
b.
education
c.
insurance
d.
banking
e.
engineering
10) The economic value of transforming goods into services is illustrated by paying:
a.
$7 for a cup of coffee in a five-star restaurant.
b.
$3 for a pound of coffee beans at the market.
c.
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
11) The ____ involves a pictorial representation of the relationship between the tangible and intangible elements of a firm's
operation.
a.
molecular model
b.
servuction model
c.
benefit concept
d.
industrial management model
e.
market-focused model
12) Which of the following could NOT be included in the airline molecular model?
a.
long-term parking
b.
financing arrangements
c.
rental car availability
d.
gate attendants
e.
baggage handlers
13) The encapsulation of the benefits of a product in the consumer's mind is called the:
a.
servuction model.
b.
benefit concept.
c.
service triangle.
d.
service-profit chain.
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
e.
scale of market entities.
14) According to the servuction model, factors that influence the customer's service experience include all of the following
except:
a.
price.
b.
contact personnel/service providers.
c.
other customers.
d.
servicescape.
e.
organization and systems.
15) Which of the following components of the servuction model is invisible to consumers?
a.
servicescape
b.
organization and systems
c.
other customers
d.
contact personnel
e.
service providers
16) A customer who notices dirty silverware and a dirty floor in his/her favorite restaurant and loses his/her appetite has
been influenced by which of the following components of the servuction model?
a.
servicescape
b.
organization and systems
c.
other customers
d.
contact personnel
e.
service providers
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18) The component of the servuction model over which most service firms have the least control is:
a.
servicescape.
b.
organization and systems.
c.
other customers.
d.
contact personnel.
e.
service providers.
19) If an office did not schedule as many people as were needed during a busy period, which of the following
components of the servuction model has negatively influenced the customer's experience?
a.
servicescape
b.
organization and systems
c.
other customers
d.
contact personnel
e.
service providers
20) A customer attempted to pay his bill with his American Express credit card; however, the service firm did
not accept American Express. Which of the following components of the servuction model negatively
influenced the customer's experience?
a.
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
servicescape
b.
organization and systems
c.
other customers
d.
contact personnel
e.
service providers
21) Most people tend to associate this term with being "green" and protecting the environment.
a.
sustainability
b.
tangibility
c.
intangibility
d.
social responsibility
e.
all of these
Chapter 3
1) Services are characterized by all of the following characteristics except:
a.
intangibility.
b.
homogeneity.
c.
perishability.
d.
inseparability.
e.
heterogeneity.
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d.
Services tend to vary from one transaction to the next.
e.
Services cannot be inventoried.
3) Of the four unique service characteristics that distinguish goods from services, the one that is the primary source of the
other three characteristics is:
a.
intangibility.
b.
inseparability.
c.
homogeneity.
d.
perishability.
e.
heterogeneity.
a.
the use of tangible clues.
b.
the effective management of consumers.
c.
the creation of a strong organizational image.
d.
the use of personal sources of information.
e.
the use of activity-based costing.
7) The unique service characteristic that reflects the interconnection between the service firm and its customer is called:
a.
intangibility.
b.
inseparability.
c.
homogeneity.
d.
perishability.
e.
heterogeneity.
a.
the physical connection of the service to the service provider.
b.
the involvement of the customer in the production process.
c.
the difficulty to achieve service standardization and quality control.
d.
the involvement of other customers in the production process.
e.
the challenge for the mass production of the service.
9) The fact that services are sold and then produced and consumed simultaneously is attributed to:
a.
intangibility.
b.
inseparability.
c.
homogeneity.
d.
perishability.
e.
heterogeneity.
11) Possible solutions that firms use to minimize the problems caused by inseparability include all of the following except:
a.
the careful selection of service employees.
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b.
the management of service consumers.
c.
the use of multisite locations to distribute services.
d.
the training of public contact personnel.
e.
appealing to market segments with different demand patterns.
12) The primary solution to overcome the centralized mass production challenges attributed to inseparability
is:
a.
the careful selection of service employees.
b.
the management of service consumers.
c.
the use of multisite locations to distribute services.
d.
the training of public contact personnel.
e.
appealing to market segments with different demand patterns.
13) The service characteristic that reflects the variation in consistency from one service transaction to the next
is:
a.
inseparability.
b.
intangibility.
c.
homogeneity.
d.
perishability.
e.
heterogeneity.
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
a.
It is almost impossible for a service operation to achieve 100% perfect quality on an ongoing basis.
b.
Standardization and quality control are difficult to achieve.
c.
Customers always prefer customized services over standardized services.
d.
Customized services are generally more expensive than standardized services.
e.
15) It is easier to customize services than goods.
All of the following are advantages of standardized services except:
a.
they are less expensive.
b.
they meet the customer's exact needs.
c.
they are delivered faster.
d.
they are more consistent.
e.
none of these are exceptions.
16) Solutions used to minimize the marketing problems attributed to heterogeneity include:
a.
standardizing or customizing the service.
b.
using multisite locations.
c.
stressing tangible clues.
d.
appealing to different market segments with different demand patterns.
e.
using reservation systems.
17) The unique service characteristic that deals specifically with the inability to inventory services is:
a.
inseparability.
b.
intangibility.
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
c.
homogeneity.
d.
perishability.
e.
heterogeneity.
18) Complications attributed to perishability include all of the following except:
a.
services that are not sold when they become available cease to exist.
b.
the production and consumption of services cannot be separated by time and space.
c.
statistical sampling techniques are of little use in services.
d.
due to the lack of inventories, marketing and operations must work much closer together.
e.
products are sold at a transfer price from one department to another within the same company.
19) Which of the following scenarios is likely to lead to the highest level of customer dissatisfaction?
a.
higher demand than maximum available supply
b.
higher demand than optimal supply levels
c.
lower demand than optimal supply levels
d.
demand and supply at optimal levels
e.
All of these scenarios result in equal levels of customer dissatisfaction.
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20) A perishability-related strategy that increases the supply of services by forming a co-op with other service providers is
referred to as:
a.
complimentary service sharing.
b.
capacity sharing.
c.
expansion preparation.
d.
third-party utilization.
e.
nonpeak demand development.
21) The perishability-related strategy that may sometimes be associated with consumer feelings that the service firm may be
attempting to distance itself from consumers is:
a.
the use of reservation systems.
b.
training public contact personnel.
c.
the use of third-parties to conduct service transactions.
d.
increasing the amount of consumer participation.
e.
training public contact personnel and increasing the amount of consumer participation
14
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
Chapter 5
1) The place within an organization where its primary operations are conducted is called the:
a.
the technical core.
b.
the organizational point.
c.
the factory.
d.
the main system.
e.
main terminal.
2) The strategy of breaking up large, unfocused plants into smaller units buffered from one another so that each can be
focused separately is referred to as:
a.
the perfect-world model.
b.
operations segmentation.
c.
the plant-within-a-plant concept.
d.
operations segregation.
e.
management by focus.
3) All of the following are examples of the technical core within an organization except the:
a.
kitchen in restaurant.
b.
surgical room in a hospital.
c.
service bay at an auto repair facility.
d.
waiting area at a dentist's office.
e.
projection booth in a movie theater.
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4) Strategies to increase the efficiency of service operations include all of the following except:
a.
buffering.
b.
smoothing.
c.
anticipating.
d.
rationing.
e.
allocating.
5) The strategy that resorts to triage when the demands placed on the system by the environment exceed its
ability to handle them is referred to as:
a.
buffering.
b.
smoothing.
c.
anticipating.
d.
rationing.
e.
allocating.
6) The strategy that surrounds the technical core of the operation with input and output components is called:
a.
buffering.
b.
smoothing.
c.
anticipating.
d.
rationing.
e.
allocating.
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
7) Which of the following is NOT one of the broad categories of strategies used to overcome the
problems of service operations?
a.
isolating the technical core
b.
production-lining the whole system
c.
creating flexible capacity
d.
increasing customer participation
e.
maximizing the servuction system
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
13) All of the following are examples of creating flexible capacity except:
a.
using part-time employees.
b.
sharing capacity with another firm.
c.
handling routine transactions by mail or email.
d.
cross-training employees.
e.
none of these are exceptions.
14) The most common mistake made when constructing a service blueprint is:
a.
bottlenecks are not identified correctly.
b.
failure points are not identified correctly.
c.
the blueprint is one-sided − representing only the firm's perception of the process.
d.
script norms are misunderstood.
e.
the time frame for service execution is miscalculated.
15) Which of the following is NOT a step in the construction process of a service blueprint?
a.
obtaining scripts from both customers and employees
b.
segmenting customers based on the content of the script
c.
identify steps in the process where the system can go awry
d.
calculating the time frame for service execution
e.
analyzing the profitability of the system
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
17) The positioning strategy that increases divergence so that the operation can tailor the service experience to
each customer is referred to as a:
a.
niche positioning strategy.
b.
volume-oriented positioning strategy.
c.
specialization positioning strategy.
d.
penetration strategy.
e.
market diversification strategy.
20
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
19) The positioning strategy that increases complexity by adding more services and/or enhancing
current services to capture more of the market is referred to as:
a.
niche positioning strategy.
b.
volume-oriented positioning strategy.
c.
specialization positioning strategy.
d.
penetration strategy.
e.
market diversification strategy.
20) Divesting an operation of different services and concentrating on providing only one or a few services in
order to pursue a specialization position strategy is called:
a.
increasing divergence.
b.
reducing divergence.
c.
increasing complexity.
d.
unbundling the service.
e.
divesting concentration.
21
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
Chapter 7
1) The array of communication tools available to marketers including advertising, personal selling, publicity,
sales promotions, and sponsorships are called:
a.
the communication mix.
b.
the communication strategy.
c.
the impersonal sources.
d.
face-to-face sources.
e.
the noncommunication strategy.
3) The plan for differentiating the firm from its competitors in consumers' eyes is referred to as the firm's:
a.
communication mix.
b.
positioning strategy.
c.
publicity plan.
d.
public relations position.
e.
target marketing.
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
4) Differentiation approaches such as competence, courtesy, reliability, and responsiveness are forms of _____
differentiation.
a.
product
b.
personnel
c.
image
d.
service
e.
satisfaction
5) Differentiation approaches such as delivery, installation, customer training, consulting services, and repair are forms of
_____ differentiation.
a.
product
b.
personnel
c.
image
d.
service
e.
satisfaction
6) The appropriate communications content during the introduction stage of the product life cycle is:
a.
informational.
b.
informational and persuasive.
c.
persuasive.
d.
persuasive and reminder.
e.
reminder.
23
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
7) Which of the following is NOT a communications objective during the maturity and decline stages of the product life
cycle?
a.
Encourage repeat purchases.
b.
Provide an ongoing contact with customers.
c.
Create brand awareness.
d.
Express gratitude to the existing customer base.
e.
Confirm past purchase decisions.
8) Which one of the following communication approaches would be appropriate during the growth and maturity stages of
the product life cycle?
a.
informational
b.
informational and persuasive
c.
persuasive
d.
persuasive and reminder
e.
reminder
9) When targeting users versus nonusers, which form of communication can be used more often with the former than the
latter?
a.
publicity
b.
advertising
c.
service provider
d.
public relations
e.
sales promotions
24
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
10) Service staff who are required to deal with customers quickly and effectively in “once only” situations
where large numbers of customers are present are considered:
a.
type 1 service staff.
b.
type 2 service staff.
c.
type 3 service staff.
d.
type 4 service staff.
e.
type 5 service staff.
11) The typical McDonald's employee who works the front counter would be considered:
a.
type 1 service staff.
b.
type 2 service staff.
c.
type 3 service staff.
d.
type 4 service staff.
e.
type 5 service staff.
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
13) Consultants who need to have highly developed communication skills because of extended and
complex interactions with customers would be considered:
a.
type 1 service staff.
b.
type 2 service staff.
c.
type 3 service staff.
d.
type 4 service staff.
e.
type 5 service staff.
14) Service staff that predominantly fill an operations role are considered:
a.
type 1 service staff.
b.
type 2 service staff.
c.
type 3 service staff.
d.
type 4 service staff.
e.
type 5 service staff.
15) What is the first step in managing the service communication process?
a.
Select target markets.
b.
Establish communication objectives.
c.
Set communication budget.
d.
Formulate positioning strategy.
e.
Establish the message.
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
17) When demand for the service is infrequent and therefore the success of the communication strategy may
not be realized until a later point in time, it is called the _____ effect.
a.
halo
b.
SMART
c.
lagged
d.
target.
e.
sporadic
18) Word-of-mouth communication networks are particularly important for service firms because:
a.
service customers tend to rely more on personal than nonpersonal sources of information.
b.
service firms only offer one brand of service.
c.
service firms can seldom afford to pay for promotional efforts.
d.
the inseparability of service performance.
e.
service customers tend to rely more on nonpersonal than personal sources of information
27
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
19) The suggested communication strategy to use when the product is intangible dominant is to:
a.
create an intangible image for the product.
b.
create awareness for the product.
c.
surround it with physical cues and tangible evidence.
d.
make sure the product is in the evoked set of alternatives.
e.
differentiate the service product from service delivery.
20) The suggested communication strategy to use when the product is tangible dominant is to:
a.
create an intangible image for the product.
b.
create awareness for the product.
c.
surround it with physical cues and tangible evidence.
d.
make sure the product is in the evoked set of alternatives.
e.
differentiate the service product from service delivery
21) The suggested communication strategy to use when the service firm is a restaurant that offers food and
service is to:
a.
create an intangible image for the service aspect.
b.
create awareness for the product.
c.
surround the physical product with tangible evidence.
d.
differentiate the service product from service delivery.
e.
use both abstract and concrete elements.
28
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
22) Which of the following is NOT a recommended guideline for developing service communications?
a.
Tangibilize the intangible.
b.
Promise what is possible.
c.
Reduce consumer fears about variation in performance.
d.
Make the service more abstract.
e.
Feature the working relationship between provider and customer.
23) Prudential's "piece of the rock" is a good example of which of the following guidelines for developing service
communications?
a.
Tangibilize the intangible.
b.
Promise what is possible.
c.
Reduce consumer fears about variation in performance.
d.
Make the service more abstract.
e.
Feature the working relationship between provider and customer.
24) A firm that offers "service guarantees" is attempting to accomplish which of the following guidelines for developing
service communications?
a.
Tangibilize the intangible.
b.
Develop a word-of-mouth communication's network.
c.
Reduce consumer fears about variation in performance.
d.
Feature the working relationship between provider and customer.
e.
Encourage repeat purchases.
29
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
25) The ____ is an overall favorable impression or unfavorable impression based on early stages of the service encounter.
a.
cognitive dissonance
b.
environmental stimulus
c.
visual pathway
d.
halo effect
e.
technical service quality
26) The ____ refer(s) to printed materials through which the professional image of the firm can be consistently transmitted,
including firm brochures, letterhead, envelopes, and business cards.
a.
sales promotions
b.
public relations
c.
visual pathway
d.
publicity
e.
encoding
30
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
28) The most important piece of regular communication with clients should be the firm’s:
a.
business cards.
b.
brochure.
c.
newsletter.
d.
billing materials.
e.
letterhead.
29) Communication cues on which consumers base initial impressions include all of the following except:
a.
the welcome letter.
b.
the company website.
c.
advertisements.
d.
signage.
e.
the firm’s reception area.
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
Chapter 6
1) A buyer’s perception of value is considered a trade-off between:
a.
product value and psychic cost.
b.
total customer value and total customer cost.
c.
image value and energy cost.
d.
service value and monetary cost.
e.
personnel value and time cost.
2) Total customer value consists of all of the following components except _____ value.
a.
product
b.
service
c.
image
d.
time
e.
personnel
3) Total customer cost consists of all of the following components except _____ cost.
a.
monetary
b.
social
c.
time
d.
psychic
e.
energy
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
4) Consumers exchange their money, time, and effort for the bundle of benefits the service offers. Economic theory
suggests that consumers will have a(n) ____ that captures the value they place on these benefits.
a.
lower price threshold
b.
reservation price
c.
consumer surplus
d.
image value
e.
product value
5) When pricing a service, the service provider should consider all of the following except _____ considerations.
a.
demand
b.
cost
c.
customer
d.
intuitive
e.
product
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
10) Which of the following statements about the pricing of services (compared to the pricing of goods) is
false?
a.
The demand for services tends to be more elastic than the demand for goods.
b.
Cost-oriented pricing is more difficult for services.
c.
Comparing prices of competitors is more difficult for service consumers.
d.
Self-service is a viable competitive alternative.
e.
Consumers are less able to stockpile services by taking advantage of discount prices.
11) Which of the following statements about the pricing of services (compared to the pricing of goods) is true?
a.
The demand for services tends to be more elastic than the demand for goods.
b.
Cost-oriented pricing is more difficult for services.
c.
Comparing prices of competitors is less difficult for service consumers.
d.
Self-service is not a viable competitive alternative.
e.
Consumers are more able to stockpile services by taking advantage of discount prices
12) The mental energy spent by customers to acquire a service is referred to as:
a.
image costs.
b.
monetary price.
c.
energy costs.
d.
psychic costs.
e.
time costs.
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
13) A willingness to pay more for a service because of the top-notch reputation of the company providing it is related to
_____ value.
a.
psychic
b.
image
c.
service
d.
product
e.
personnel
14) If the goal of the pricing strategy is to reduce the amount of perceived risk associated with the purchase and appeal to
target markets that value certainty, then the appropriate pricing strategy would be:
a.
relationship pricing.
b.
price bundling.
c.
mixed bundling.
d.
efficiency pricing.
e.
flat-rate pricing.
36
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
16) The pricing strategy that charges customers for services actually used as opposed to overall “membership”
fees is:
a.
relationship pricing.
b.
price bundling.
c.
benefit-driven pricing.
d.
flat-rate pricing.
e.
efficiency pricing.
37
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
18) The actual dollar price paid by the consumer for a product is _____ cost.
a.
image
b.
monetary
c.
energy
d.
psychic
e.
time
19) Like many services, the demand for medical care tends to be more ____ in that an increase in price does not greatly
affect demand.
a.
inelastic
b.
elastic
c.
tangible
d.
complementary
e.
sensitive
38
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
21) Costs that are planned and are accrued during the operating period regardless of the level of production
and sales are called _____ costs.
a.
fixed
b.
direct variable
c.
average
d.
marginal
e.
future
22) Sheila saw the advertised price for carpet cleaning as too low and instead went with a higher-priced
competitor. Sheila saw the price as a(n):
a.
signpost.
b.
quality cue.
c.
reservation price.
d.
dual entitlement.
e.
adaptive price.
23) Charging customers different prices for essentially the same service is called:
a.
price discrimination.
b.
supply and demand.
c.
aggregate pricing.
d.
substitutes.
e.
complementary.
39
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
25) The technique that allows consumers to either buy Service A and Service B together or purchase one
service separately is called _____ bundling.
a.
long-term
b.
relations
c.
mixed
d.
product
e.
individual
26) Which pricing strategy encourages the customer to expand his/her dealings with the service provider?
a.
relationship pricing
b.
efficiency pricing
c.
benefit-driven pricing
d.
flat-rate pricing
e.
aggregate pricing
40
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
Chapter 8
1) Which of the following is NOT a component of a service firm’s physical evidence?
a.
parking
b.
employee appearance
c.
billing statements
d.
business equipment
e.
customer satisfaction
2) All of the following are components of a service firm’s physical evidence except:
a.
exterior design.
b.
landscaping.
c.
firm brochures.
d.
signage.
e.
employee skill set.
3) Which of the following is NOT a major role of a service firm's physical evidence?
a.
socializing employees and customers
b.
providing a means for differentiation
c.
providing a means for customer price comparisons
d.
facilitating the flow of the service delivery process
e.
packaging the service
41
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
4) One of the advantages of requiring employees to wear uniforms is that it reduces the customer’s perception of:
a.
intangibility.
b.
inseparability.
c.
heterogeneity.
d.
socialization.
e.
perishability
6) ____ is the study of the use of physical evidence to create service environments and its influence on the perceptions and
behaviors of individuals.
a.
Ergonomics
b.
Environmental psychology
c.
Physics
d.
Physical sociology
e.
Environmental anthropology
42
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
7) The ____ model helps explain the effects of the service environment on consumer behavior.
a.
servuction model
b.
scale of market entities
c.
conceptual model of service quality
d.
service blueprint
e.
stimulus-organism-response
8) The component of the SOR model that describes the recipient of the set of stimuli in the service encounter
is:
a.
stimulus receiver.
b.
organism.
c.
organizations.
d.
responder.
e.
stimuli receptor.
9) The emotional state that reflects the degree to which consumers and employees feel in control and able to
act freely within the service environment is referred to as:
a.
pleasure-displeasure.
b.
arousal-nonarousal.
c.
approach-avoidance.
d.
dominance-submissiveness.
e.
cognitive-physiological.
43
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
44
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
10) Consumer responses to environmental stimuli are characterized by approach or avoidance behaviors.
Consumer approach behavior is demonstrated by:
a.
a desire to stay.
b.
a desire to explore and interact.
c.
a desire to communicate.
d.
feelings of satisfaction.
e.
all of these.
11) When developing servicescapes, firms recognize that their physical environment will affect employees and
customers. This is due primarily to:
a.
inseparability.
b.
intangibility.
c.
heterogeneity.
d.
perishability.
e.
socialization.
12) Which of the following is NOT an example of an ambient condition in a retail environment?
a.
music
b.
signs
c.
scents
d.
lighting
e.
colors
45
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
13) Ambient conditions will have the least effect on customer behavior in which of the following servicescapes?
a.
a bakery shop
b.
an air-conditioned hotel on a hot July day
c.
an open five-story parking garage
d.
bookstore with an in-store coffee cart
e.
a movie theater
14) In a(n) ____ environment, the service employees are physically present while customers are involved in the service
production process at an arm’s length.
a.
self-service
b.
vertical service
c.
remote service
d.
saleable service
e.
interpersonal service
15) A(n) ____ is the customer's composite of mental images of the service firm's physical facilities.
a.
internal response moderator
b.
perceived servicescape
c.
cognitive response
d.
emotional response
e.
physiological response
46
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
16) Consumers who seek convenience over price and personal attention are:
a.
economic customers
b.
personalized customers
c.
apathetic customers
d.
ethical customers
e.
elastic customers
17) Cognitive responses to the firm’s servicescape include all of the following except:
a.
beliefs or opinions.
b.
categorization.
c.
the inference of symbolic meaning.
d.
feelings of contentedness or anxiety.
e.
beliefs or opinions, and feelings of contentedness or anxiety.
18) The emotional states of pleasure-displeasure, arousal-nonarousal, and dominance-submissiveness are types of:
a.
internal response moderators.
b.
holistic environments.
c.
individual behaviors.
d.
social interactions.
e.
physical environmental dimensions.
47
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
19) Sam enters a new restaurant and finds it dimly lit and nicely furnished with soft music playing in the
background. He immediately lowers his voice to a hush and uses his best table manners. This is an example
of the cognitive response of:
a.
pleasure.
b.
peacefulness.
c.
symbolic meaning.
d.
beliefs.
e.
categorization
48
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
22) Which of the following senses conveys more information than any of the others?
a.
sight
b.
sound
c.
scent
d.
touch
e.
taste
23) The three primary visual stimuli that appeal to consumers on a basic level are:
a.
harmony, contrast, and clash.
b.
size, shape, and color.
c.
blue, yellow, and green.
d.
red, blue, and green.
e.
violet, blue, and red.
24) The actual size of the firm's facility conveys meanings to the firm's target market. Which of the following
most accurately describes customer perceptions regarding small facilities?
a.
important
b.
powerful
c.
personal
d.
successful
e.
stable
49
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
26) Which of the following statements pertaining to the location of the firm is false?
a.
Location decisions should consider the amount of customer involvement necessary to provide the service.
b.
Low contact firms should consider moving sites that are closer to sources of supply, transportation and labor.
c.
The actual location of high-contact services should be as close to the street as possible.
d.
Parking should be considered when making site selection decisions.
e.
The firm’s facility should be compatible with its surrounding environment.
27) Which of the following statements regarding background music in a restaurant were found to be true?
a.
Consumers spend more money when fast music is played.
b.
Customers are served faster when slow music is played.
c.
Customers run higher bar bills when slow music is played.
d.
Gross margins are higher when fast music is played.
e.
Customers are willing to wait longer for a table when fast music is played.
50
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
28) Which of the following combinations are made up of all warm colors?
a.
red, blue, green
b.
yellow, blue, violet
c.
red, yellow, green
d.
yellow, red, orange
e.
orange, blue, green
29) Which of the following colors is associated with coolness, shyness, dignity, and wealth?
a.
red
b.
violet
c.
yellow
d.
orange
e.
green
51
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
31) ____ encourage quick decisions and work best for businesses where low-involvement purchase
decisions are made.
a.
Response moderators
b.
Scent appeals
c.
Warm colors
d.
Sound appeals
e.
Taste appeals
32) ____ are favored when the customer needs to take time to make high-involvement decisions.
a.
Cool colors
b.
Scent appeals
c.
Warm colors
d.
Sound appeals
e.
Taste appeals
52
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
Chapter 9
1) The two primary roles that boundary-spanning personnel fulfill are:
a.
sales and profit-production.
b.
sales and customer service.
c.
information transfer and representation.
d.
process flow and service.
e.
information transfer and profit production.
53
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
4) Employees who feel that they are often caught in the middle between company rules and regulations and customer
requests for services that are against company rules are experiencing which of the following types of conflict?
a.
person/role conflict
b.
channel conflict
c.
organization/client conflict
d.
inter-client conflict
e.
vertical conflict
5) When a lawyer feels a conflict between what she is asked to do and her own personality, orientation, or values she is
experiencing _____ conflict.
a.
person/role
b.
channel
c.
organization/client
d.
inter-client
e.
horizontal
6) Initially, bank tellers were uncomfortable with their new task of selling services to customers. They viewed themselves as
bank tellers and not salespersons. This is an example of which type of conflict?
a.
precise-duty conflict
b.
channel conflict
c.
organization/client conflict
d.
inter-client conflict
e.
person/role conflict
54
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
7) A Disney tram driver that is asked to break up a fight between a feuding couple is experiencing which of the
following types of conflict?
a.
person/role conflict
b.
channel conflict
c.
organization/client conflict
d.
inter-client conflict
e.
horizontal conflict
8) All of the following are behaviors by which service employees attempt to reduce their role stress except:
a.
engaging the customer.
b.
engaging in a people-processing mode (robotism).
c.
using physical symbols in their office to regain some sense of control.
d.
engaging in service sabotage.
e.
none of these are exceptions.
9) Service personnel are influenced by their shared perception of the practices, procedures, and kinds of
behaviors that get rewarded. That shared perception is referred to as:
a.
empowerment.
b.
enfranchisement.
c.
service passion.
d.
the climate for service.
e.
production-lining.
55
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
10) ____ gives discretion to front-line personnel to meet the needs of consumers creatively.
a.
Empowerment
b.
Enfranchisement
c.
Service passion
d.
Service climate
e.
Production-lining
12) All of the following are benefits associated with empowerment except:
a.
empowered employees are more customer focused and quicker in responding to customer needs.
b.
empowered employees are more likely to respond in a positive way to service failures and to engage in effective service
recovery strategies.
c.
empowered front-line employees gain a false sense of power, in turn aiding the customer.
d.
empowered front-line service employees can be key to new service ideas and a cheaper source of market research than going
to the consumer directly.
e.
empowered employees tend to feel better about their jobs and themselves, which is automatically reflected in the way they
interact with customers.
56
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
15) Which of the following types of interpersonal training provides stereotypes with which a service provider
can categorize customers?
a.
sensitivity training
b.
role-playing
c.
behavioral modeling
d.
red-taping
e.
flexibility training
57
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
16) Empowerment approaches fall along a continuum that ranges from control-oriented to involvement-oriented. Which
of the following empowerment approaches is the most control-oriented?
a.
job involvement
b.
suggestion involvement
c.
high involvement
d.
enfranchisement
e.
contingency involvement
17) The empowerment approach that utilizes teams and allows employees to use a variety of skills with considerable latitude
regarding lower-level decisions is:
a.
job involvement.
b.
suggestion involvement.
c.
high involvement.
d.
production line approach.
e.
contingency involvement.
18) The empowerment approach in which service employees are trained to manage themselves is called:
a.
job involvement.
b.
suggestion involvement.
c.
high involvement.
d.
production-line approach.
e.
contingency involvement.
58
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
19) Which of the following customers needs to be “moved offstage” as quickly as possible?
a.
Egocentric Edgar
b.
Badmouth Betty
c.
Hysterical Harold
d.
Dictatorial Dick
e.
Badmouth Betty and Hysterical Harold
20) Despite popular beliefs, the “Freeloading Fredas” of the world probably represent only _____ of all
customers.
a.
1% to 2%
b.
3% to 4%
c.
5% to 6%
d.
7% to 8%
e.
9% to 10%
21) Which of the following is NOT one of the seven tests of reward effectiveness?
a.
availability
b.
flexibility
c.
visibility
d.
durability
e.
perishability
59
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
22) Which of the following tests of reward effectiveness reflects the notion that if rewards are given to the wrong people
for the wrong reasons, they should not be lifelong?
a.
availability
b.
flexibility
c.
visibility
d.
durability
e.
reversibility
23) Which of the following tests of reward effectiveness reflects the notion that rewards should be given immediately
following desired behaviors?
a.
availability
b.
flexibility
c.
timeliness
d.
durability
e.
perishability
24) Which of the following tests of reward effectiveness reflects the notion that rewards should be tied to desired
performance criteria?
a.
availability
b.
flexibility
c.
timeliness
d.
durability
e.
contingent
60
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
25) Which of the following tests of reward effectiveness reflects the notion that rewards should be large
enough for employees to take notice?
a.
availability
b.
flexibility
c.
timeliness
d.
durability
e.
contingent
26) Which of the following tests of reward effectiveness reflects the notion that rewards should be able to be
given to anyone at anytime?
a.
availability
b.
flexibility
c.
timeliness
d.
durability
e.
visibility
27) One of the major lessons to learn from the service-profit chain is:
a.
customer loyalty leads to customer satisfaction.
b.
firms must satisfy their employees in order for customer satisfaction to become a consistent reality.
c.
employee retention leads to employee satisfaction.
d.
the firm's profitability leads to customer satisfaction.
e.
revenue growth leads to customer satisfaction.
61
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
28) The HR functions that together support the creation of a climate for service is referred to as the:
a.
concept strategy.
b.
service HR wheel.
c.
marketing wheel.
d.
service operation strategy.
e.
interdepartmental support.
29) Which of the following is NOT a broad category in the service HR wheel?
a.
concept strategy
b.
control, reward, and evaluation strategy
c.
retention strategy
d.
recruitment strategy
e.
training/development strategy
62
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
Chapter 12
1) ____ is an attitude formed by a long-term, overall evaluation of a firm’s performance.
a.
Customer satisfaction
b.
Negative disconfirmation
c.
Positive disconfirmation
d.
Service quality
e.
Customer retention
3) All of the following are part of the logic for the position that satisfaction assists consumers in revising service quality
perceptions except:
a.
Consumer perceptions of the service quality of a firm with which he or she has no prior experience is based on the
consumer’s expectations.
b.
Subsequent encounters with the firm lead the consumer through the disconfirmation process and revised perceptions of
service quality are formed.
c.
Once service quality perceptions are fixed, additional encounters with the firm have little bearing.
d.
Revised service quality perceptions modify future consumer purchase intentions toward the firm.
e.
The sum of a customer’s satisfaction over time with a single firm equals the customer’s service quality perception.
63
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
4) The distance between a customer’s expectations of a service and the perception of the service actually
delivered is called the _____ gap.
a.
service
b.
knowledge
c.
standards
d.
delivery
e.
communication
5) The firm’s increased research orientation and enhanced upward communication will assist the firm in
decreasing which one of the following gaps?
a.
knowledge gap
b.
standards gap
c.
delivery gap
d.
communications gap
e.
confirmation gap
6) Understanding the customer is a critical step toward minimizing or completely eliminating the _____ gap.
a.
knowledge
b.
standards
c.
delivery
d.
communications
e.
confirmation
64
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
7) A hotel may feel that its customers prefer comfortable rooms, when, in fact, the majority of the
hotel’s customers spend little time in their rooms and are more interested in on-site amenities such as
the pool, spa, and restaurants. This hotel is suffering from a _____ gap.
a.
knowledge
b.
standards
c.
delivery
d.
communications
e.
confirmation
8) As a service organization’s hierarchy becomes more complex and more levels of management are added,
the firm is more likely to experience a _____ gap.
a.
knowledge
b.
standards
c.
delivery
d.
communications
e.
confirmation
9) The difference between what management perceives consumers to expect and the quality specifications set
for service delivery is called the _____ gap.
a.
knowledge
b.
standards
c.
delivery
d.
communications
e.
service
65
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
10) The firm’s overemphasis on cost reduction and short-term profits will increase the size of the _____ gap.
a.
knowledge
b.
standards
c.
delivery
d.
communications
e.
confirmation
11) Management’s inability to translate what consumers want into a written business plan will increase the size of the _____
gap.
a.
knowledge
b.
standards
c.
delivery
d.
communications
e.
confirmation
12) The difference between the quality standards set for service performance and the actual quality of the service performed
is called the _____ gap.
a.
knowledge
b.
standards
c.
delivery
d.
communications
e.
service
66
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
13) All of the following are factors influencing the delivery gap except:
a.
research orientation.
b.
role ambiguity.
c.
dispersion of control.
d.
inadequate support.
e.
role conflict
14) Employee willingness to perform and employee-job fit are directly related to which of the following
service quality gaps?
a.
knowledge gap
b.
standards gap
c.
delivery gap
d.
communications gap
e.
service gap
15) Minimizing the amount of role conflict and role ambiguity experienced by employees will help reduce the
size of the _____ gap.
a.
knowledge
b.
standards
c.
delivery
d.
communications
e.
confirmation
67
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
16) The ____ gap is the difference between the service the firm promises to deliver through its external communications
and the service it actually delivers to its customers.
a.
knowledge
b.
standards
c.
delivery
d.
communications
e.
service
17) When competing firms begin to overpromise in order to top one another, a ____ gap is likely to occur.
a.
knowledge
b.
standards
c.
delivery
d.
communications
e.
service
18) Which of the following statements pertaining to the SERVQUAL scale is correct?
a.
SERVQUAL compares perceptions to what customers would normally expect.
b.
SERVQUAL is a 22-item scale.
c.
SERVQUAL consists of four service quality dimensions.
d.
SERVQUAL compares perceptions to what a customer should expect from a firm that delivers high-quality services.
e.
SERVQUAL consists of one in-depth and two sub-sections of questions.
68
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
19) Which of the following is NOT one the five dimensions that is measured by the SERVQUAL scale?
a.
tangibles
b.
employee satisfaction
c.
responsiveness
d.
assurance
e.
empathy
20) All of the following statements pertaining to the SERVQUAL scale are correct except:
a.
when the gap score equals zero, the customer is satisfied.
b.
the first section of questions asks respondents to record their experiences with excellent firms in the specific
service industry.
c.
SERVQUAL consists of five service quality dimensions.
d.
SERVQUAL compares perceptions to what a customer should expect from a firm the delivers high-quality
services.
e.
SERVQUAL is a 44-item scale.
21) The SERVQUAL dimension that measures consumer views of the firm's personnel and communications materials is the
____ dimension.
a.
tangibles
b.
employee satisfaction
c.
responsiveness
d.
assurance
e.
reliability
69
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
22) Employees of excellent companies will be neat in appearance is a typical statement within the ____
dimension of the SERVQUAL scale.
a.
tangibles
b.
reliability
c.
responsiveness
d.
assurance
e.
reliability
23) The ____ dimension is an assessment of the firm's consistency and dependability in service performance.
a.
tangibles
b.
empathy
c.
responsiveness
d.
assurance
e.
reliability
24) Excellent companies will perform the service right the first time is a typical statement within the ____ dimension of the
SERVQUAL scale.
a.
tangibles
b.
empathy
c.
responsiveness
d.
assurance
e.
reliability
70
SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
25) ____ refers to the service firm’s commitment to providing its services in a timely manner.
a.
Tangibles
b.
Empathy
c.
Responsiveness
d.
Assurance
e.
Reliability
26) The SERVQUAL assessment of a firm’s competence, courtesy to its customers, and security of its operations is the ____
dimension.
a.
tangibles
b.
employee satisfaction
c.
responsiveness
d.
assurance
e.
reliability
27) Excellent companies will have the customer's best interest at heart is a typical statement within the ____ dimension of
the SERVQUAL scale.
a.
tangibles
b.
empathy
c.
responsiveness
d.
assurance
e.
reliability
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
30) The SERVQUAL dimension that is typically noted as the least important by customers is the ____
dimension.
a.
tangibles
b.
empathy
c.
responsiveness
d.
assurance
e.
reliability
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
31) The SERVQUAL dimension that is typically noted as the most important by customers is the
____ dimension.
a.
tangibles
b.
empathy
c.
responsiveness
d.
assurance
e.
reliability
32) Which of the following is NOT a component of a service quality information system?
a.
mystery shopping
b.
customer retention interviews
c.
after-sale surveys
d.
employee surveys
e.
total market service quality surveys
33) The component of a firm's service quality information system that is used specifically to assess employee
performance is:
a.
solicitation of customer complaints.
b.
customer focus group interviews.
c.
employee surveys.
d.
mystery shopping.
e.
total market service quality survey.
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
34) The component of a firm's service quality information system that assesses the firm's and competitor's
service quality ratings is:
a.
solicitation of customer complaints.
b.
customer focus group interviews.
c.
employee surveys.
d.
mystery shopping.
e.
total market service quality survey.
35) Which of the following is NOT a key component that needs to be built into every service quality system?
a.
listening
b.
reliability
c.
servant leadership
d.
individual play
e.
service design
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
***** ALL REMAINING ITEMS ARE FROM PRIOR COURSE QUIZZES/F-EXAM *****
>>> SAME QUESTIONS FROM ABOVE MAY HAVE DIFFERENT CORRECT ANSWERS – STUDY EACH RESPONSE CAREFULLY <<<
3 Total customer value consists of all of the following components except _____ value.
a. image
b. time
c. product
d. personnel
e. service
4 Consumers exchange their money, time, and effort for the bundle of benefits the
service offers. Economic theory suggests that consumers will have a(n) ____ that
captures the value they place on these benefits.
a. reservation price
b. consumer surplus
c. product value
d. lower price threshold
e. image value
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
7 When targeting users versus nonusers, which form of communication can be used
more often with the former than the latter?
a. service provider
b. sales promotions
c. public relations
d. publicity
e. advertising
8 Cognitive responses to the firm's servicescape include all of the following except:
a. feelings of contentedness or anxiety.
b. the inference of symbolic meaning.
c. beliefs or opinions.
d. beliefs or opinions, and feelings of contentedness or anxiety.
e. categorization.
12 The emotional state that reflects the degree to which consumers and employees feel
in control and able to act freely within the service environment is referred to as:
a. arousal-nonarousal.
b. dominance-submissiveness.
c. pleasure-displeasure.
d. approach-avoidance.
e. cognitive-physiological.
13 When pricing a service, the service provider should consider all of the following except
_____ considerations.
a. cost
b. intuitive
c. product
d. demand
e. customer
14 The component of the servuction model over which most service firms have the least
control is:
a. contact personnel.
b. servicescape
c. organization and systems.
d. service providers.
e. other customers
15 Service staff who are required to deal with customers quickly and effectively in "once
only" situations where large numbers of customers are present are considered:
a. type 1 service staff.
b. type 2 service staff.
c. type 3 service staff.
d. type 4 service staff.
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
16 The suggested communication strategy to use when the service firm is a restaurant
that offers food and service is to:
a. differentiate the service product from service delivery.
b. create awareness for the product.
c. use both abstract and concrete elements.
d. create an intangible image for the service aspect.
e. surround the physical product with tangible evidence.
17 Ambient conditions will have the least effect on customer behavior in which of the
following servicescapes?
a. bookstore with an in-store coffee cart
b. an air-conditioned hotel on a hot July day
c. a movie theater
d. an open five-story parking garage
e. a bakery shop
18 Total customer cost consists of all of the following components except _____ cost.
a. psychic
b. energy
c. monetary
d. time
e. social
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
22 Possible solutions that minimize the problems caused by intangibility include all of the
following except:
a. the use of personal sources of information.
b. the use of tangible clues
c. the use of activity-based costing.
d. the effective management of consumers.
e. the creation of a strong organizational image.
26 Which of the following tests of reward effectiveness reflects the notion that rewards
should be given immediately following desired behaviors?
a. durability
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
b. availability
c. perishability
d. flexibility
e. timeliness
30 Which of the following is NOT one the five dimensions that is measured by the
SERVQUAL scale?
a. assurance
b. empathy
c. tangibles
d. employee satisfaction
e. responsiveness
31 Which of the following tests of reward effectiveness reflects the notion that rewards
should be able to be given to anyone at anytime?
a. timeliness
b. visibility
c. flexibility
d. availability
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
e. durability
33 The most common mistake made when constructing a service blueprint is:
a. the blueprint is one-sided − representing only the firm's perception of the process.
b. failure points are not identified correctly.
c. the time frame for service execution is miscalculated.
d. bottlenecks are not identified correctly.
e. script norms are misunderstood.
34 All of the following are factors influencing the delivery gap except:
a. disperson of control.
b. inadequate support.
c. role ambiguity.
d. role conflict
e. research orientation.
35 Which of the following is NOT a key component that needs to be built into every
service quality system?
a. service design
b. individual play
c. listening
d. servant leadership
e. reliability
36 Which of the following types of interpersonal training provides stereotypes with which
a service provider can categorize customers?
a. role-playing
b. behavioral modeling
c. flexibility training
d. red-taping
e. sensitivity training
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
37 Which of the following is NOT one of the seven tests of reward effectiveness?
a. visibility
b. durability
c. perishability
d. flexibility
e. availability
38 The strategy that resorts to triage when the demands placed on the system by the
environment exceed its ability to handle them is referred to as:
a. anticipating.
b. smoothing.
c. buffering.
d. allocating.
e. rationing.
39 Which of the following is NOT one of the broad categories of strategies used to
overcome the problems of service operations?
a. creating flexible capacity
b. maximizing the servuction system
c. production-lining the whole system
d. isolating the technical core
e. increasing customer participation
1 A perishability-related strategy that increases the supply of services by forming a co-op with other service
providers is referred to as:
a. competency sharing.
b. capital sharing.
c. commodity shar.ng
d. collectively sharing.
e. none of the above.
2 The three primary visual stimuli that appeal to consumers on a basic level are:
a. color, size, contrast.
b. size, shape, and contrast.
c. shape, contrast, texture.
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
4 The strategy that surrounds technical core of operation with input and output components is called:
a. allocating.
b. balancing.
c. rationing.
d. smoothing.
e. none of the above
5 Consumers who seek convenience over price and personal attention are:
a. elastic customers
b. empathetic customers
c. energetic customers
d. efficient customers
e. none of the above
9 Which of the following is NOT a step in the construction process of a service blueprint?
a. identify steps in the process where the system runs alright
b. analyzing the profitability of the system
c. calculating the time frame for service execution
d. obtaining scripts from both customers and employees
e. none of the above (all of the above ARE steps in constructing a blueprint)
12 Which of the following statements regarding background music in a restaurant were found to be true?
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
16 The distance between a customer's expectations of a service and the perception of the service actually
delivered is called the _____ gap.
a. satisfaction
b. delivery
c. communications
d. knowledge
e. none of the above
18 Ambient conditions will have the least effect on customer behavior in which of the following servicescapes?
a. a bakery shop
b. an air-conditioned hotel on a hot July day
c. an open-air five-story garden
d. bookstore with an in-store coffee cart
e. none of the above (all of the above servicescapes HAVE an effect on customer behavior)
19 Which pricing strategy encourages the customer to expand his/her dealings with the service provider?
a. relationship promotion
b. efficiency promotion
c. benefit-driven promotion
d. flat-rate promotion
e. none of the above
20 Which of the following could NOT be included in the airline molecular model?
a. long-term planning
b. financing assistants
c. rental car customers
d. gate signs to direct passengers
e. none of the above
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
23 The ____ refer(s) to printed materials through which the professional image of the firm can be consistently
transmitted, including firm brochures, letterhead, envelopes, and business cards.
a. visual passage way
b. visual pattern
c. visual package
d. visual production
e. none of the above
27 Which of the following scenarios is likely to lead to the highest level of customer dissatisfaction?
a. demand and supply at optimal levels
b. lower demand than optimal supply levels
c. higher demand than minimum supply levels
d. higher demand than maximum available supply
e. none of the above
29 The positioning strategy that increases complexity by adding more services and/or enhancing current services
to capture more of the market is referred to as:
a. perception strategy.
b. specialization positioning strategy.
c. market diversification strategy.
d. niche positioning strategy
e. none of the above.
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SERVICES MARKETING (MKTG4300) QUIZ & FINAL EXAM POOL ITEMS – CH 1, 3, 5, 6, 7, 8, 9, 12 … NOT 15 .
30 Which of the following is NOT one the five dimensions that is measured by the SERVQUAL scale?
a. tangibles
b. empathy
c. reliability
d. assistance
e. none of the above (all of the above ARE dimensions of the SERVQUAL scale)
31 Which of the following statements about the pricing of services (compared to pricing of goods) is true?
a. Service consumers are more likely to use price as a cue to quality.
b. The demand for services tends to be more elastic than the demand for goods.
c. Consumers are more able to stockpile services by taking advantage of discount price
d. The opportunity for illegal pricing practices to go undetected is less for services than goods.
e. None of the above are true.
32 The firm's overemphasis on cost reduction and short-term profits will increase the size of the __ gap.
a. communications
b. confirmation
c. knowledge
d. standings
e. none of the above
33 The ____ reflects the view that the intangible aspects of products are becoming the key features that
differentiate the products in the marketplace.
a. service intangibility
b. service innovative
c. service incentive
d. service interactive
e. none of the above
34 Which of the following is NOT a recommended guideline for developing service communications?
a. Develop WOM communications network.
b. Make the service more easily understood.
c. Tangibilize the intangible.
d. Differentiate the service product via the service delivery process.
e. None of the above (all of the above ARE guidelines for service communication).
35 All of the following are examples of the technical core within an organization except the:
a. projection booth in a movie theater.
b. service bay at an auto repair facility.
c. kitchen in restroom
d. surgical room in a hospital.
e. none of the above (all of the above ARE examples of the technical core)
36 All of the following are behaviors by which service employees attempt to reduce their role stress except:
a. increase personal sense of control over service encounters
b. engaging in a product-processing mode (robotism).
c. boost sense of status using physical symbols and furniture
d. engaging in service sabotage.
e. none of the above are exceptions.
38 Which one of the following communication approaches would be appropriate during the growth and maturity
stages of the product life cycle?
a. informational
b. informational and persistence
c. persistence
d. persistence and reminder
e. none of the above
87