Mass transit train and bus service has peak periods of demand Monday through Friday
during morning and evening rush hours. Demand for mass transit service:
A. Fluctuates randomly
B. Follows no discernible pattern
C. Follows a predictable demand cycle
D. Follows a vertical demand configuration
E. Is dissatisfactory
Whether a household or a firm chooses to produce a particular service for itself or
contract externally for the service depends upon all of the following EXCEPT:
A. Psychic rewards
B. Trust
C. Empathy
D. Resource capacity
E. Control
A potential service employee should be assessed not only for service competencies, but
also for ___________.
A. Service fortitude
B. Empathy
C. Assurance
D. Service inclination
E. Service responsibility
To save resources, hotels are asking guests to hang up their towels and reuse them if
they are staying multiple nights. A guest who hangs up his towels is playing the role of
a:
A. Customer mix manager
B. Competitor
C. Productive resource
D. Contributor to quality and satisfaction
E. Recruiter
Enterprise Rent-A-Car closely ties customer service to employee success. With a
tracking system called the Enterprise Service Quality Index (ESQi), the company
routinely follows up with customers by phone to determine their level of satisfaction
with the company. Only completely satisfied customers count toward an employee
ESQi score, which is used to measure employee’s potential for promotion. Enterprise is
using a _____ customer-defined standard.
A. Reactive
B. Proactive
C. Informal
D. Hard
E. Soft
Service companies experience difficulty in setting standards to match or exceed
customer expectations because of a lack of:
A. Simultaneous organization and presentation
B. Vertical communication
C. Employee partnering
D. Functional integration
E. Operational benchmarking
Instead of cooking dinner themselves, Jenna and her roommate Sheryl decided to order
pizza and have it delivered to their apartment. Although Jenna and Sheryl usually order
pizza from Pizza Hut, they had recently received coupons in the mail from two other
neighborhood pizza restaurants, JoJi’s Gourmet Pizza and Angelo’s Pizzeria, for
discounts on the purchase of two medium pizzas. JoJi’s Gourmet Pizza and Angelo’s
Pizzeria are providing the roommates with:
A. Personal need influences
B. Situational factors
C. Evoked service offerings
D. Temporary service intensifiers
E. Perceived service alternatives
People who complain can be categorized as:
A. Irates, passives and aggressives
B. Passives, activitists, liaisons and negativists
C. Activists, mediators, chronic and passives
D. Voicers, irates, activists and passives
E. Aggressives, passives and mediators
Adam was working late in his hotel room when the light bulb in the lamp at his desk
burned out. He called the front desk and asked for a replacement bulb. The desk
manager told Adam that a new one would be provided tomorrow morning and that he
did not have the key to the stockroom. Adam tried to explain how much he needed the
light to finish his sales report, but the manager was polite but adamant that he could not
help. This example illustrates lack of:
A. Functional fairness
B. Procedural fairness
C. Interactional fairness
D. Service equity
E. Situational fairness
In the first stage in the service marketing research process, the researcher:
A. Implements the research program
B. Reports his or her findings
C. Defines the problem and research objectives
D. Collects and tabulates data
E. Develops a services measurement strategy
_____ is a key determinant of whether an offering should be classified as a product or a
service.
A. Physicality
B. Audience passivity
C. Intangibility
D. Perception
E. Abstraction
As a teenager, Louis spent his summers as a lifeguard. When he and his children went
to swim at a public swimming pool, he noticed its lifeguards seemed to spend all of
their time flirting with each other and not watching for swimmers in distress as Louis
had been taught to do. Because of his __________, Louis had his children pack up their
belongings and leave the pool.
A. Augmented service expectation
B. Personal service philosophy
C. Derived service expectation
D. Cultural service expectation
E. Situational factors
The research on top box scores conducted across 10 studies by TARP Worldwide found
what percent of customers who report being very satisfied (i.e., checked the top box)
say they will definitely repurchase?
A. 96 percent
B. 90 percent
C. 78 percent
D. 64 percent
E. 50 percent
McDonald’s offers home and office delivery service in selected markets in the United
States and Canada. McDonald’s delivery service is a _____ growth strategy.
A. Share building
B. Divestment
C. Service development
D. Diversification
E. Market integration
When creating a blueprinting for a technology-delivered self service, a row labeled
“onstage technology” can be added to the blueprint:
A. Only in place of the onstage contact employee action row
B. Only in addition to the onstage contact employee action row
C. Either in place of or in addition to the onstage contact employee action row
D. Above the physical evidence row
E. Below the support process row
On site, customers require two kinds of orientation. They are place orientation and:
A. Time orientation
B. Function orientation
C. Social orientation
D. Cultural orientation
E. Promotable orientation
Which of the following is NOT likely to be a source of money when a company uses a
defensive marketing effect?
A. Increased market share
B. Increased volume of purchases
C. Lower costs
D. Increased word-of-mouth communication
E. Increased price premium
When Abu went to open a bank account at First National Bank, he was greeted by a
friendly account representative who explained the different types of savings and
checking accounts, as well as other banking services (e.g., ATM, direct deposit, credit
cards and consumer loans) that were available. According to the service marketing
triangle, the actions by the account representative are a form of _____ marketing.
A. Internal
B. Interactive
C. Integrated
D. Strategic
E. External
Many companies do not identify and act on the correct non-financial measures. One
mistake the companies make is _______ that involves not laying out the
cause-and-effect relationships between drivers and strategic success.
A. Not linking measures to strategy
B. Not validating the links
C. Not setting the right performance targets
D. Measuring incorrectly
E. Not creating a balanced scorecard
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
Imagine a bereaved family at a funeral home discovering dirty restrooms, a disco ball in
the chapel and loud heavy metal music on the sound system. You would be correct in
saying:
A. The physical environment quality led the family to think less of the overall service
quality
B. The technical outcome quality of the facility needed fine tuning
C. The inappropriateness of the service quality was due to poor technical qualities
D. Interaction qualities led to perceived inequities
E. The overall service quality is not influenced by tangibles
In addition to the elements of the traditional marketing mix, the expanded mix for
services includes:
A. Positioning, personalization, and process
B. People, physical evidence, and process
C. Personalization, procurement, and people
D. Profit, production, and psychology
E. People, partnerships, and positioning
The fundamental issue underlying supply and demand management in services is the
lack of _____ capability.
A. Inventory
B. Customization
C. Automation
D. Standardization
E. Transportation
The price for an all-day trip to the Alpine Spa is $235 and includes an hour-long
massage, a facial, a manicure and pedicure and a hair styling and make-up application.
Any of these services can be purchased individually for the total cost of almost $350.
What kind of pricing strategy is Alpine Spa using?
A. Synchro-pricing
B. Complementary pricing
C. Price bundling
D. Results-based pricing
E. Penetration pricing
The empowerment of employees makes which of the following service recovery
strategies easier to implement?
A. Make the service fail safe
B. Learn from lost customers
C. Treat customers fairly
D. Encourage and track complaints
E. Respond quickly
All of the following are service inclination skills EXCEPT:
A. Clerical speed and accuracy
B. Social sensitivity
C. Helpfulness
D. Courtesy
E. Thoughtfulness
When Tony got in line to pay for his groceries, he picked the line in which he was
required to scan the prices of his groceries and bag them himself. He was pleased with
his use of a(n) _______ because he could take extra care in getting his eggs home
unbroken without the risk of a store bagger dropping a melon on top of them.
A. Promotable differentiator
B. Ergonomic layout
C. SST
D. ISP
E. Robot
During which stage of the service innovation and development process are demand
analysis, revenue projections, cost analyses and operational feasibility assessed?
A. Commercialization
B. Business analysis
C. Market testing
D. Service development and evaluation
E. Post introduction evaluation
It is often useful to create a service blueprint at the ___________ stage of the service
innovation and development process.
A. Commercialization
B. Business analysis
C. New services strategy development
D. Service concept development and evaluation
E. Idea generation
American Airlines BreakAway fares offer travelers substantial savings on nonstop
flights from Newark, New Jersey to Los Angeles from mid-August to mid-October. The
round-trip airfare is $299 for customers who depart on Friday and return the following
Monday or Tuesday. American Airlines is using a(n) _____ differential.
A. Place
B. Time
C. Quality
D. Incentive
E. Quantity
Discuss the challenges that companies face when ending customer relationships.
may vary
Rosa Wilkins gives 30-minute therapeutic massages at a local gym. All of her Monday
and Friday appointments are taken and she has a waiting list for those who would like
to move their regular massage to the first or the last day in the week. At the end of those
days Wilkins is exhausted. Demand on Tuesdays and Thursdays is at an acceptable
level, but no one seems to want a massage on Wednesday. Wilkins wishes she could
convince some of her Monday and Friday customers to come on Wednesday. Can you
give her some ideas to help shift the demand for her service?
may vary
When a hair salon introduced a database system for keeping up with information on
clients’ hair, such as hair color and timing of permanents, it is one way of addressing
customer requirements. What name applies to this method of changing services to better
meet customer needs?
may vary
Discuss the special role that branding plays in service companies.
Maria Kingsley is a fortune teller. She is concerned because today two of her clients
missed their appointments to have her read their Tarot cards and she had plans for the
money she would have earned. With which characteristic of services is Kingsley most
concerned?
may vary
When Robin and Liam arrived at the restaurant, their table was not ready. The hostess
gave them free drinks at the bar while they waited for their table to be cleared. What
type of fairness does this best represent?
may vary
List the two types of future expectations research.
may vary
Describe the five principles central to service design thinking?
What are the two types of switching barriers that oftentimes prevent dissatisfied
customers from switching providers?
may vary
The framework for understanding servicescape effects on behavior follows from basic
stimulus-organism-response theory. Define a service’s physical evidence in terms of this
theory.
may vary
A theater that was once very popular is having decreased attendance at its movies even
though its owner is providing his audience with the kind of movies they have enjoyed in
the past. He is thinking about offering a program where customers earn free snacks with
the purchase of a set number of tickets. Why might it be inappropriate for a movie
theater to implement a financial rewards loyalty program?
may vary
What are the positive effects of implementing defensive marketing to reduce or
eliminate customer defection?
may vary
Which retention strategy relies primarily on financial incentives?
may vary
Imagine you are the manager of an electrical contracting company that does repair
work, remodeling and new construction for homeowners. You understand that you need
to set customer-defined standards in order to close the gap between customer
expectations and what your company is now delivering. List and define the two major
types of customer-defined standards and give three examples of each.
may vary
A hotel manager is studying other hotels to see how they achieve and maintain service
quality. The manager has spent some time paying attention to the actions, interactions,
and appearance of front desk clerks, housekeepers, spa attendants, and restaurant staff.
With which element of the services marketing mix is the hotel manager concerned?
may vary
What are four customer goals for organizations that engage in relationship marketing?
may vary
An airline is concerned with whether its passengers are satisfied with how their luggage
is handled before, during, and after a flight. With which element of the services
marketing mix is the airline concerned?
may vary