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. This is due
primarily to:
a. intangibility
b. inseparability
c. perishability
d. standardization
e. heterogeneity
__________ stresses providing customers with options that better enable the
service offering to meet individual customer needs. a. marketing logic
b. finance logic
c. accounting logic
d. operations logic
e. human resources logic
A Disney Tram driver that is asked to break-up a fight between a feuding
couple who is breaking off their engagement 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. all the above are sources of conflict
Differentiation approaches such as competence, courtesy, reliability, and responsiveness
are forms of: a. product differentiation
b. personnel differentiation
c. image differentiation
d. service differentiation
e. satisfaction differentiation
The strategy for cultivating customer loyalty that relates to upper management that is
loyal to its employees is: a. maintaining the proper perspective
b. providing discretionary effort
c. leading through top-down loyalty
d. building trusting relationships
e. remembering the customers between calls
Which of the following is not a customer-directed benefit associated with
unconditional guarantees? a. guarantees that are invoked provide a measurable means
of tracking poor
service
b. customers perceive they are getting a better value
c. the perceived risk associated with the purchase is lower
d. the consumer perceives the firm to be more reliable
e. the guarantee helps consumers decide when comparing competing
alternatives
Customers ultimately determine: a. the type of demand
b. the levels of marketing effectiveness and operational efficiency
c. the cycle of demand
d. the length of the service experience
e. all of the above
Which of the following counters produces a maximum output per hour of
240 customers? a. Counter A
b. Counter B
c. Counter C
d. Counter D
e. Counter E
A firm’s reaction to a customer complaint that results in customer satisfaction
and goodwill is called a: a. service recovery paradox
b. service recovery
c. critical incident
d. moment of truth
e. the critical incident technique
The costs associated with changing from one provider to another are referred to
as:
a. performance costs
b. economic costs
c. selection costs
d. switching costs
e. financial costs
__________ is behavior beyond the call of duty. It involves countless personal
touches, little things that distinguish a discrete business transaction from an
ongoing relationship.
a. maintaining the proper perspective
b. providing discretionary effort
c. monitoring the service delivery process
d. building trusting relationships
e. remembering the customers between calls