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 that efficiencies may be achieved
d. managing consumers so that they do negatively influence one anothers
service experience
e. separating co-workers who, due to their differences, decrease the
operational efficiency of the system.
Which of the following are service quality measures? a. customer satisfaction
b. desired service
c. perceived service superiority
d. perceived service adequacy
e. both c and d
Which of the following scenarios is likely to lead to the highest levels 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 the above scenarios result in customer dissatisfaction
Perceived justice consists of three components: a. social, distributive, and ethical
justices
b. procedural, psychological, and social justices
c. social, interactional, and physical justices
d. distributive, interactional, and procedural justices
e. social, ethical, and physical justices
The plan for differentiating the firm from its competitors in consumer’s eyes is referred
to as the firm’s: a. communication mix
b. positioning strategy
c. publicity
d. public relations
e. target marketing
The prepurchase stage consists of all of the following activities except for: a. the
approach
b. problem awareness
c. information search
d. stimulus
e. evaluation of alternatives
__________ are complaints that are expressed without the expectation that
the problem will be solved. a. ostensive
b. instrumental
c. reflexive
d. noninstrumental
e. none of the above
Federal Express publicly states that it guarantees overnight delivery. This type
of guarantee is called a(n): a. conditional guarantee
b. implicit guarantee
c. specific result guarantee
d. unconditional guarantee
e. unsolicited guarantee
Which of the following statements about the consumption stage of the consumer
decision process for services is not correct? a. The activities of buying, using, and
disposing occur in a definite order and have
clear boundaries between them.
b. The concept of disposal is irrelevant with regards to services.
c. The consumption stage is more complex for services than goods.
d. Consumer evaluation of the service occurs during and after consumption.
e. Service marketers are able to change consumer evaluations during the service
encounter.
Which of the following is an example of an approach behavior? a. spending money
b. interacting with employees
c. browsing
d. being brand loyal to a service
e. all of the above
Most wholesalers are small, employing fewer than 20 workers. Which of the following
is not an occupation in which 7 out of 10 wholesalers work?
a. Administrative support
b. Sales
c. Transportation
d. Purchasing
e. Material-moving
Charging customers different prices for essentially the same service is called: a. price
discrimination
b. supply and demand
c. complementary
d. substitutes
e. none of the above
Employees who feel that they are often caught in the middle between company
rules and regulations and customer requests for services which 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. interclient conflict
e. all the above are sources of conflict
__________ complaints are registered for the expressed purpose of altering
an undesirable state of affairs. a. ostensive
b. instrumental
c. reflexive
d. noninstrumental
e. none of the above
A side benefit of expert consumers is:
a. Recognize good service
b. Praise employees
c. Understand the complexity of the system
d. Tolerant more failure
e. All of the above
The empowerment approach that allows employees to use a variety of skills and
teams, but higher level decisions such as reward allocation are left to senior
management to decide is called: a. job involvement
b. suggestion involvement
c. high involvement
d. production line approach
e. contingency involvement
In general, what guidelines should a service provider follow when formulating a pricing
strategy?
Please match the appropriate service feature with the marketing strategy suggested to
compensate for the marketing difficulties associated with the feature.a. intangibility b.
inseparability
c. heterogeneity d. perishability
Use tangible clues. __________
Explain why consumers of services tend to be more brand loyal.
Discuss the special considerations about services during the prepurchase stage of the
consumer decision process.
What problems arise in turning professional service providers into proactive marketing
personnel?
Please match the appropriate service feature with the marketing strategy suggested to
compensate for the marketing difficulties associated with the feature.a. intangibility b.
inseparability
c. heterogeneity d. perishability
Standardize the service. __________
Explain the relevance of search, experience, and credence attributes as they apply to
services? Explain.