(Test Bank) Services Marketing

Zeithaml, 6

Business

Test Bank

6th Edition

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Test Bank for Services Marketing, The downloadable file consists of 859 pages, and the total size of the file is 1.71 MB. Purchase now only for highly discounted price.

Author(s): Zeithaml

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Chapter 01 Introduction to Services Multiple Choice Questions 1.In the simplest terms, _____ are deeds, processes, and performances. A. Attribut es B. Experienc es C. Service s D. Good s E. Benefit s 2.The maintenance contract offered by Sears on its Kenmore refrigerators, dishwashers, and microwaves is an example of a(n) _______. A. Servic e B. Experienc e C. Attribu te D. Goo d E. Bene fit 3.The core offerings of hospitals, hotels, and banks are primarily deeds and performances and therefore, are _________________. A. Service s B. Experienc es C. Attribut es D. Good s E. Benefit s 4.When they go away on vacation, some dog owners choose to leave their dogs in posh pet resorts that offer a variety of activities for the dogs, such as swimming pool frolics, nature walks and hayrides. The dog owners pay around $17 per night for basic boarding at the pet resorts and up to an additional $20 for the other activities, which would be collectively classified as: A. Good s B. Value s C. Service s D. Satisfice rs E. Attribut es 5._____ is a key determinant of whether an offering should be classified as a product or a service. A. Physicali ty B. Audience passivity C. Intangibili ty D. Perceptio n E. Abstracti on 6.Which of the following is an intangible component of a car repair shop? A. Replacement parts B. Employee uniforms C. Barrel for storing recyclable motor oil D. The training the mechanic has received E. Customer waiting area 7.Which of the following is an example of a tangible component provided by a hotel? A. Wake-up call B. Guest rooms C. Room service D. Express check- out E. Guaranteed reservations 8.Which of the following is NOT an example of a service business? A. Amusement park B. Hot el C. Ban k D. Department store E. Paper mill 9.Extron Electronics makes coaxial cables for connecting computers to all types of peripheral devices like printers, modems and fax machines. For the benefit of its customers, Extron provides a laminated card with pictures of all the possible cable connections that a customer could need. With this card, a customer can order from one to any number of connectors with as many feet of cable as is needed. Orders can be placed using a toll-free number, a fax number or an e-mail address. Company reps are also available 24-hours a day in case the customer is not sure which drawing on the card matches his or her needs. Orders are shipped within 48-hours of receipt. If a customer is not completely satisfied with his or her order, Extron has a 100 percent satisfaction guaranteed return policy. Which of the following trends has influenced the development of services marketing concepts and strategies as illustrated by Extron's focus on customer service? A. The increasing importance of service industries to the U.S. and world economies B. The increase of government regulation of service industries C. The growth in information-based technology D. Increased competition in professional services E. Manufacturing firms are placing increased emphasis on providing services 10.Which of the following trends has directly influenced the development of services marketing concepts and strategies? A. The decreasing importance of service industries to the U.S. and world economies B. The growth in information-based technology C. Decreased competition in professional services D. The fact that manufacturing firms are placing increased emphasis on providing services E. None of the above 11.On his way to work today, T erry saw a billboard for a physician's group that specialized in vascular surgery. In his local newspaper there was a full-page ad for a medical clinic that performed similar surgery. Then in his mail, he got a brochure from yet another medical clinic asking him if he wanted to get rid of ugly varicose veins. Which trend that influenced the development of services marketing concepts and strategies is illustrated here? A. The increasing importance of service industries to the U.S. and world economies B. The increase of government regulation of professional service industries C. The growth in database marketing D. Increased competition in professional services E. Professional firms are placing increased emphasis on providing services 12.Which of the following statements about services is true? A. A service economy produces services at the expense of other sectors. B. Service jobs are low paying and menial. C. Service production is labor intensive and low in productivity. D. Service is a necessary evil for manufacturing firms. E. Marketing and managing services present issues and challenges not faced in manufacturing and packaged goods companies. 13.Without good mailing lists, businesses cannot engage in effective direct- marketing advertising. On average 20 percent of the U.S. population moves annually. Return Path is a company that provides changes of addresses to businesses. It takes a business's mailing list, compares it to address changes that it gathers daily in its database and makes any necessary corrections. Return Path is a part of which trend in the services marketing industry? A. The increasing importance of service industries to the U.S. and world economies B. The decrease of human interaction as a result of widespread use of technology-based services C. The growth in the use of technology-based services D. Increased competition in the direct-mail industry E. The fact that direct marketing firms are placing increased emphasis on providing services 14.Gina and Henry were having breakfast when they decided they wanted to have pizza and watch a movie that night. When she got home from work, Gina turned on her computer, logged on to the Netflix site, and chose the movie Moneyball to view via online video streaming. Next she logged on to her favorite pizza restaurant's Web site and ordered a large pepperoni pizza and a bottle of soda to be delivered at 6:45 p.m. Gina and Henry enjoyed their evening. Which trend that influenced the development of services marketing is illustrated here? A. The increasing importance of service industries to the U.S. and world economies B. The decrease of human interaction as a result of widespread use of technology-based services C. The growth in the use of technology-based services D. Increased competition in the entertainment industry E. The fact that manufacturing firms are placing increased emphasis on providing services 15.Which of the following statements has been suggested as a plausible explanation for the customer perception that service quality is declining? A. T echnology-based services, which are superior to human-based services, are not being implemented enough B. Services are leveling the playing field and consistently trying to offer the same level of service to every customer C. Companies are decreasing their reliance on self-service and increasing the use of human interaction in the performance of services D. Customer expectations are higher because of the excellent service they receive from some companies E. Even though it is easy to provide consistent, high-quality service, many companies do not want to do it 16.Which of the following statements has been suggested as a plausible explanation for the customer perception that service quality is declining? A. Increasing use of technology is perceived by many customers as less service because there is no human interaction B. Companies provide unclear tactics for customers to follow when dealing with service providers C. Delivering consistent, high-quality service becomes routine D. Customers have no concept of what conditions produce to quality service E. T oo many talented employees are left mired in front-end jobs that do not challenge them 17.Which of the following statements about how technology has positively influenced service is true? A. T echnology provides approaches for delivering existing services in more accessible, convenient, productive ways B. T echnology facilitates basic customer service functions C. T echnology facilitates transactions by offering a direct vehicle for making purchases D. T echnology provides an easy way for customers to learn and do research about products and companies E. All of the above statements about how technology has influenced service are true 18.Which of the following statements describes how consumers and employees are responding to technology-based services? A. Services can readily calm fears that privacy may be sacrificed if technology is used B. An infusion of technology can lead to an increase in human interaction C. The payback for investments in technology is a certainty D. Employees are often reluctant to integrate technology into their work lives E. All of the above statements describe how consumers and employees are responding to technology-based services 19.The most distinguishing characteristic of services is: A. Heterogenei ty B. Perishabili ty C. Intangibili ty D. Comparabili ty E. Divisibili ty 20.The characteristic of a service that means that it cannot be seen, felt, tasted or touched is: A. Intangibili ty B. Heterogenei ty C. Divisibili ty D. Perishabili ty E. Compatibili ty 21.On a recent visit to The Home Depot store, a sales associate greeted Madison when she entered the store, helped her locate the items she needed to repair her gutters and suggested how she could prevent gutter problems in the future. The assistance provided by the sales associate illustrates the ______ of services. A. Intangibili ty B. Comparabili ty C. Divisibili ty D. Perishabili ty E. Compatibili ty 22.In India weddings are timed to occur when Venus is in the ascendant and Jupiter is strong. This day is deemed lucky. In 2005, almost 15,000 couples in New Delhi had their wedding on December 25, the day astrologers announced would be the best day for a wedding. The service provided by the astrologers is an excellent illustration of the _____ of services. A. Intangibili ty B. Comparabili ty C. Divisibili ty D. Perishabili ty E. Compatibili ty 23.Which of the following statements describes a marketing implication that results from the intangibility of services? A. Services cannot be inventoried. B. Services cannot be easily patented. C. Services cannot be readily displayed. D. The actual costs of a "unit of service" are hard to determine. E. All of the above. 24.Which of the following statements describes a marketing implication that results from the intangibility of services? A. Customers participate in and affect the transaction B. Service quality depends on many uncontrollable factors C. Services can be readily communicated D. There is no sure knowledge that the service delivered matches what was planned and promoted E. Services cannot be inventoried 25.The characteristic of a service that refers to differences in employees' performances is: A. Intangibili ty B. Heterogenei ty C. Divisibili ty D. Perishabili ty E. Simultaneous production and consumption 26.The first time Barry brought his car to Auto Lube to have the oil changed, he was very satisfied with the service. The service manager consulted him several times while his car was being serviced, asked him if there were any problems with the car, recommended when additional services should be performed and answered questions directly and politely. However, when Barry went back to Auto Lube after three months to have his oil changed again, he was not satisfied with the service. The manager spoke to him only when he arrived and when he paid his bill. In addition, the manager was impatient and unfriendly during the interaction. Barry's experience at Auto Lube illustrates the _____ of services. A. Intangibili ty B. Heterogenei ty C. Simultaneous production and consumption D. Perishabili ty E. Divisibili ty 27.The first time Alexis went to take golf lessons, she had a golf pro who was very patient with her and who was able to pinpoint what she was doing wrong without making her feel uncoordinated. Her second golf lesson was not nearly as helpful. The golf pro who gave the lesson wanted Alexis to watch what he was doing and imitate his swing. He was unable to verbalize his instructions. Alexis's experiences with the two golf instructors illustrates the _____ of service. A. Intangibili ty B. Heterogenei ty C. Simultaneous production and consumption D. Perishabili ty E. Divisibili ty 28.T wo roommates both registered for an introduction to business class. At midterm, one roommate found his instructor so boring that he was thinking of changing his major to history. The other roommate had a charismatic teacher and looked forward to going to class. This heterogeneity of instruction demonstrates: A. How difficult it is to synchronize supply and demand with service B. That customer service depends on employee actions C. How customers affect each other D. The fact services cannot be readily communicated or displayed E. Why services cannot be inventoried 29.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 with them when she is fresh in the morning or tired at the end of the day. This is an example of service _____________. A. Versatili ty B. Heterogenei ty C. Simultaneous production and consumption D. Perishabili ty E. Intangibili ty 30.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 request to listen to one of twenty prerecorded fairy tales. The phone company charges $7 per story. Because of the prerecording of the stories, this bedtime service reduces the problems typically associated with the _____ characteristic of services. A. Versatili ty B. Heterogenei ty C. Simultaneous production and consumption D. Perishabili ty E. Intangibili ty 31.Which of the following is a marketing implication that results from the heterogeneity of services? A. Services cannot be returned or resold B. Services cannot be patented C. Services cannot be inventoried D. Service delivery and customer satisfaction depend on employee and customer actions E. All of the above are marketing implications resulting from the heterogeneity of services 32.Because of the _____ of services, service producers find themselves playing a role as part of the product itself and an essential ingredient in the service experience for the consumer. A. Comparabili ty B. Intangibili ty C. Heterogenei ty D. Simultaneous production and consumption E. Perishabili ty 33.Due to the _____ characteristic of services, customers will frequently interact with each other during the service production process and may affect each other's experiences. A. Comparabili ty B. Intangibili ty C. Heterogenei ty D. Simultaneous production and consumption E. Perishabili ty 34.The Offshore Sailing School in Jersey City, New Jersey offers a basic sailing course, which takes place in three days over two weekends, for $495. Students enrolled in the course attend classroom sessions that cover the theory and technology of sailing and receive hands-on sailing instructions in the water that introduces them to all fundamental sailing skills. Student participation in the Offshore Sailing School's classroom sessions and hands-on sailing instructions illustrates the _____ characteristic of services. A. Versatili ty B. Heterogenei ty C. Simultaneous production and consumption D. Perishabili ty E. Intangibili ty 35.For their wedding anniversary, Beth and Rick wanted to go skydiving. They enrolled in a skydiving class at the local airport at a cost of $260. After a 30- minute training course in which everything that was going to happen to them was carefully explained, Beth and Rick were sent up in an airplane with two skydiving experts. Each was placed in a harness arrangement with one of the experts and did what is called a tandem dive. With a tandem dive, Beth and Rick get to enjoy the experience without having to worry about when to open the parachute. The skydiving expert does that for them. This tandem jump illustrates the _____ characteristic of services. A. Versatili ty B. Heterogenei ty C. Simultaneous production and consumption D. Perishabili ty E. Intangibili ty 36.Which of the following statements describes a marketing implication that results from the simultaneous production and consumption of services? A. Services cannot be returned or resold B. Service quality depends on many uncontrollable factors C. Employees affect the service outcome D. Services cannot be readily displayed or communicated E. There is no sure knowledge that the service delivered matches what was planned and promoted 37._____ refers to the fact that services cannot be saved, stored, resold or returned. A. Intangibili ty B. Heterogenei ty C. Simultaneous production and consumption D. Perishabili ty E. Incompatibil ity 38.In many cultures, weddings are timed to occur on lucky days. In 2011, wedding planners from Las Vegas, Nevada to Mumbai, India knew long before the auspicious date of November 11th (11/11/11) that this would be one of their busiest days of the year, if not the century. Because other dates would just not be as lucky for the blushing brides and grooms, and simply would not suffice, the wedding planners had to prepare all year for more weddings on this one date than on any other day throughout the year. This example illustrates the _____ characteristic of services. A. Versatili ty B. Heterogenei ty C. Simultaneous production and consumption D. Perishabili ty E. Intangibili ty 39.An attorney who charges a client for a missed appointment is taking into account the _____ characteristic of services. A. Heterogenei ty B. Simultaneous production and consumption C. Incomparabil ity D. Perishabili ty E. Intangibili ty