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The higher the number of perceived service alternatives: a. the higher the level of adequate service expectations b. the lower the level of adequate service expectations c. the more narrow the zone of tolerance d. a and c e. b […]

The culture change program that teaches personnel that essentially “the customer is king” is called: a. “change the way we work” b. “orientation change” c. ‘change the way you work” d. “customers are your customers” e. “putting the customer first” […]

The guarantee that most likely avoids the appearance of a tacky marketing ploy is called: a. conditional guarantee b. implicit guarantee c. specific result guarantee d. unconditional guarantee e. unsolicited guarantee Consumers often have a difficult time objectively evaluating services. […]

What are E-services? a. Application of science to solve problems or conduct transactions b. Customer service activities via the net c. Technologically based services that help customers help themselves d. An electronic service available via the net that completes tasks […]

An unwritten, unspoken guarantee that establishes an understanding between the firm and its customers is called an: a. conditional guarantee b. implicit guarantee c. specific result guarantee d. unconditional guarantee e. unsolicited guarantee During a service recovery effort, the employee […]

An individual who has expertise in the choice process of buying is called: a. Expert performer b. Expert consumer c. Novice consumer d. Novice performer e. Consumer performer Postpurchase models attempt to describe the process by which consumers evaluate their […]

During which stage of the consumer decision process does acquisition, production and consumption become an entangled process. a. the prepurchase stage b. the consumption stage c. the postpurchase stage d. the information search stage e. the problem awareness stage The […]

The objective of decoupling is: a. separating consumption in time and space b. unbundling services so that the may be purchased separately c. separating the technical core of the operation from the high customer contact areas of the firm so […]

Credit card companies have found that customer retention leads to: a. profits from increased purchases and higher balances b. profits from reduced operating costs c. profits from referrals d. profit from price premiums e. all the above Which of the […]

1 ANS: E REF: 4 CHAPTER 1 MULTIPLE CHOICE QUESTIONS 1. The _____________ reflects the view that the intangible aspects of products are becoming the key features that differentiate the product in the marketplace. a. services marketing b. Servuction model […]

114 ANS: C CHAPTER 10 MULTIPLE CHOICE QUESTIONS 1. _______ is our participation in the production process, which needs to be managed by a service firm. a. Consumer performance b. Marketing performance c. Service performance d. Operational performance e. None […]

122 ANS: C REF: 288 CHAPTER 11 MULTIPLE CHOICE QUESTIONS 1. According to the Journal of Advertising Research, the most studied area in market: a. employee surveys b. customer satisfaction surveys c. environmental design d. management development programs e. service […]

134 ANS: E REF: 319 CHAPTER 12 MULTIPLE CHOICE QUESTIONS 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 […]

147 ANS: C REF: 357-359 CHAPTER 13 MULTIPLE CHOICE QUESTIONS 1. According to the text, which of the following is NOT a type of complainer? a. meek customer b. aggressive customer c. high-roller custmer d. rip-off customer e. ugly customer […]

159 ANS: C REF: 382 CHAPTER 14 MULTIPLE CHOICE QUESTIONS 1. __________ reflects an emotional attachment as well as a business attachment to the service firm. a. customer retention b. frequency marketing c. aftermarketing d. relationship marketing e. customer loyalty […]

172 ANS: A REF: 410 CHAPTERS 15 MULTIPLE CHOICE QUESTIONS 1. Service firms often find themselves in a three-cornered fight between: a. engineering, production, and accounting b. marketing, finance, and human resources c. operations, accounting, and marketing d. human resources, […]

CHAPTER 2 MULTIPLE CHOICE QUESTIONS 1. It is generally accepted that the _______ includes the “soft parts” of the economy consisting of nine industry supersectors. a. service economy b. industrial economy c. agricultural economy d. information economy e. goods economy […]

24 ANS: A REF: 57 CHAPTER 3 MULTIPLE CHOICE QUESTIONS 1. Services are characterized by all of the following characteristics except for: a. intangibility b. homogeneity c. perishability d. inseparability e. heterogeneity ANS: B REF: 57 2. Which of the […]

38 ANS: A REF: 87 CHAPTER 4 MULTIPLE CHOICE QUESTIONS 1. According to the text which one of the following statements is false? a. Many service firms continue to be operations dominated rather than customer oriented. b. Consumer orientation lies […]

52 CHAPTER 5 MULTIPLE CHOICE QUESTIONS 1. The manner in which “operational competitiveness” is embraced by various service firms can be described by all the following stages except: a. available for service b. marketing and operations c. journeyman d. distinctive […]

66 ANS: B REF: 146 CHAPTER 6 MULTIPLE CHOICE QUESTIONS 1. A buyer’s perception of value is considered a tradeoff between: a. product value and psychic cost b. total customer value and total customer cost c. image value and energy […]

78 ANS: C REF: 170 CHAPTER 7 MULTIPLE CHOICE QUESTIONS 1. The array of communication tools available to marketers including advertising, personal selling, publicity, sales promotions, and sponsorships are called: a. communication mix b. communication strategy c. impersonal sources d. […]

91 ANS: C REF: 200-202 CHAPTER 8 MULTIPLE CHOICE QUESTIONS 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 ANS: […]

102 ANS: B REF: 233 CHAPTER 9 MULTIPLE CHOICE QUESTIONS 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. […]

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 […]

When developing services capes, firm’s recognize that their physical environment will affect employees and customers. This is due primarily to: a. inseparability b. intangibility c. heterogeneity d. perishability e. none of the above The leisure and hospitality industry comprises a […]

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 […]

Personal factors that are stable over time and that increase a customer’s sensitivity to how the service should be best provided are referred to as: a. situational factors b. explicit service promises c. perceived service alternatives d. transitory service intensifiers […]

__________ 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 Services are characterized […]

Scripts are extremely useful to individuals. Individuals have a deep-set need for: a. Performance b. Control and predictability c. Attribution d. Satisfaction e. Self service What is novice and expert performance? a. individual’s participation in the production process b. spectrum […]

Effective boundary spanners enhance the __________ of services. a. product value b. service value c. image value d. time value e. personnel value When changing dentists, the patient was required to pay for a new set of X-rays. This type […]

The primary contribution of Babich’s customer satisfaction models is that it stresses the importance of knowing __________. a. customer satisfaction ratings b. supplier satisfaction ratings c. employee satisfaction ratings d. competitor satisfaction ratings e. stock holder satisfaction ratings __________ are […]

Formal standards of conduct that assist in defining proper organizational behavior are called: a. a code of ethics b. standards of conduct c. employee socialization d. rules for ethical conduct e. conduct regulations The demand for services marketing knowledge has […]

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 According to the text, which of the following […]

According to the text, which of the following is NOT a type of complainer? a. meek customer b. aggressive customer c. high-roller custmer d. rip-off customer e. ugly customer __________ encourage quick decisions and work best for businesses where low-involvement […]

Which of the following products is an example of intangible dominant? a. Outback steakhouse b. car rental agency c. a funeral d. a magazine subscription e. math tutoring Which of the following statements pertaining to the location of the firm […]

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 Using a nonsystematic approach and the […]

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 […]

Scripts differ from roles in that scripts are: a. extra-individual b. inflexible c. written d. intra-individual e. performed by both employees and customers The new organizational model that focus on the components of the firm that facilitate the firm’s service […]

Most people tend to associate this term with being “green” and protecting the environment. a. sustainability b. tangibility c. intangibility d. social responsibility e. none of the above __________ focuses the firm’s marketing efforts toward the existing customer base. a. […]

Which of the following color combinations are all warm colors? a. red, blue, green b. yellow, blue, violet c. red, yellow, green d. yellow, red, orange e. orange, blue, green What is the process time for Counter E? a. 10 […]