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Which of the following is NOT a soft customer-defined standard?
A. Uniforms are to be immaculate
B. Avoid other tasks while on the telephone with customers
C. Deliver orders on the date promised
D. Thank the customer at the end of the call
E. Listen to customers attentively
If the purpose of the service blueprint is service redesign, the blueprint should be
examined:
A. As a whole
B. Vertically, from the top to the bottom
C. From left to right
D. Vertically from the bottom to the top
E. From right to left
Canadian Airline did market research to determine the expectations of business
travelers-its target market. It learned business travelers don't view air travel as a simple
product but as a inconsistently performed sequential process that includes making
reservations, checking-in, waiting, boarding, in-flight time and baggage pick-up.
Canadian Airline diagnosed that a problem existed with its:
A. Service encounter sequence
B. Internal performance requirement
C. Diagnostic capabilities
D. Overall service quality perception
E. Service dimension gap
_____ marketing is used by companies to prevent customer defection.
A. Vertical integration
B. Guerilla
C. Defensive
D. Flank-movement
E. Offensive
In a Federal Express overnight delivery service blueprint, which of the following is an
example of an onstage contact employee action?
A. Package is flown to destination
B. Federal Express driver picks up package from customer
C. Federal Express driver drops off package at airport
D. Customer prepares package for Federal Express driver
E. Federal Express telephone service representative receives order from customer
The Kingston Little Theater is a semi-professional troupe that presents six productions
annually. It knows that if it presents a musical from the 1950s or the 1960s it will attract
a large audience from the gay community to see the production. It could chart its
demand pattern by looking at:
A. How it acquires prospects
B. Geographical influences on demand
C. Audience empowerment
D. Market segments
E. Seasonal fluctuations
To calculate what it charges a client, a detective agency charges $200 a day direct costs
plus an additional $50 per day to pay for office expenses, licenses and other fixed costs
and fifteen percent of full costs for the profit margin. What type of pricing strategy is
being used by the detective agency?
A. Contingency
B. Cost-based
C. Perceived value
D. Fee for service
E. Going-rate
Coinstar is a self-service coin-counter found in many supermarkets. You pour your
coins in and the machine counts the coins and gives you bills for an 8.9 percent fee. In
terms of servicescape complexity, a Coinstar machine is a(n) _____ service
environment.
A. Tangible
B. Lean
C. Flexible
D. Open
E. Elaborate
The business program at Kennesaw State University offers classes that start as early as
6:30 a.m. and as late as 9:30 p.m. for its undergraduates. It also has Saturday and
Sunday undergraduate classes in addition to its regular daytime program. KSU is using
which of the following strategies for shifting demand to match capacity?
A. Differentiate on price
B. Modify timing and location of service delivery
C. Vary the service offering
D. Stretch capacity
E. Communicate with customers
Rangu read in the newspaper that he could receive a free month's cable television
service if he would agree to use the service for two years. The ad had no other stated
restrictions and appeared to apply to the entire county in which Jackson lived. When
Rangu went by the cable television office, the salesperson there told Rangu that his area
of the community was not eligible for the free month offer. If he wanted cable, he had
to pay $400 to have the cable service brought to his house. Rangu experienced a
problem with:
A. Under-promising and over-delivering
B. Marketing communications that were not integrated
C. A lack of interactive marketing communications
D. Poor vertical communications
E. Ignorance of the service marketing mix
According to the text, the relationships between businesses and their customers have
the ability to evolve. In the first step of this evolution process, customers are identified
as:
A. Acquaintances
B. Prospects
C. Strangers
D. Friends
E. Allies
The final stage of the new service development process is:
A. Commercialization
B. Market research
C. Post introduction evaluation
D. Fine tuning of the positioning strategy
E. Business strategy development
Which of the following is NOT a source of desired service and predicted service?
A. Situational factors
B. Explicit service promises
C. Implicit service promises
D. Word-of-mouth communications
E. Past experiences
_____ customers are those individuals and businesses who buy goods and services
from an organization.
A. Internal
B. External
C. Critical
D. Functional
E. Interactive
Phone encounters are a type of ___________ in which tone of voice, employee
knowledge and effectiveness of handling customer issues are important criteria for
judging quality.
A. Remote encounter
B. Technology-mediated encounter
C. Detached conversation
D. Public discourse
E. Collective encounter
Because appropriate hard measurements are not always intuitive or obvious, the
potential for counting or tracking an irrelevant aspect of operations is high. Thus, it is
often desirable to link operational performance measures with _________ to be sure
they are strongly correlated.
A. Tangible measurements
B. Basic measurements
C. Soft measurements
D. Formal standards
E. Customer panels
In which of the following service situations would customers have the highest level of
participation?
A. Eating at a local barbecue restaurant
B. Taking self-defense classes
C. Staying at a Marriott resort hotel
D. Traveling on an American airplane
E. Attending a symphonic orchestra concert
In 1991 when the US. General Accounting Office (GAO) studied the financial effect of
service quality on companies that had won the Malcolm Baldrige National Quality
Award, it determined that these elite quality firms benefited in all of the following ways
EXCEPT:
A. Increased market share
B. Improved return on sales
C. Improved sales per employees
D. Increased return on assets
E. Increased advertising
There is a sign next to the door that you can see as you leave Mildred's Restaurant. It
reads, "If you enjoyed your meal, please tell a friend." In terms of the service marketing
triangle, this sign is a part of Mildred's _____ marketing.
A. Internal
B. Interactive
C. Integrated
D. External
E. Transactional
A service firm in a particular industry or in a particular location can use which of the
following human resource strategies to attract the best people?
A. Become a preferred employer
B. Providing needed outsourcing
C. Using benchmarking
D. Limiting the number of service encounters
E. Designing efficient servicescapes
Federal Express distributes a weekly Service Quality Indicator report comparing
performance to goals on 12 different items. Upon receipt of the report, managers and
contact personnel investigate root causes of service failures. By distributing a weekly
Service Quality Indicator report and investigating service failures, Federal Express is
addressing which of the following steps in the process for developing customer-defined
standards?
A. Translating customer expectations into behaviors and actions for each service
B. Tracking measures against standards
C. Electing behaviors and actions for standards
D. Establishing measures and target levels for standards
E. Deciding whether hard or sod measures are appropriate
Consumer resistance to using self-checkout lines has resulted from a _____ cost in
using a new service.
A. Convenience
B. Monetary
C. Psychological
D. Time
E. Search
Sunoco is readying a chain-wide set of marketing initiatives designed to improve its
image with women drivers and win more return business to its service station outlets
throughout Ontario. It refurbished all of its restrooms and tried to hire friendly
personalities and real customer service skills instead of "just who was available". It
hired an outside research organization to send people to Sunoco service stations twice
monthly to grade staff on their customer interaction skills. What research method did
Sunoco use to make sure that each station was implementing the new service strategy?
A. Market-oriented ethnography
B. Trailer calls
C. Mystery shoppers
D. Requirements research
E. Customer panels
Pret a Manger, a London-based sandwich shop, introduced restaurant-quality
sandwiches with fast-food velocity. Pret a Manger's faster service is a _____ growth
strategy.
A. Share building
B. Divestment
C. Service development
D. Diversification
E. Marketing integration
Customer education is beneficial for closing provider gap 4 when:
A. The supply and demand of the service are not synchronized
B. Customers are experienced users of the service
C. The services are low in credence qualities
D. The services are classified as low-involvement
E. The services are high priced
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
Which of the following products is LEAST high in experience qualities?
A. Plastic surgery
B. A prom band
C. Catered banquet
D. Wedding dress
E. Pet grooming
When its sales were declining, Canadian Airline conducted a marketing survey to
understand the expectations of the business traveler, its target market. It learned
business travelers resent they are bosses in their own offices but are totally controlled
by the airlines when they travel. Canadian Airline instituted gate-side business centers,
shower facilities and massage chairs as well as continuous "power to the seat" for those
who want to work on their laptops. By listening to its business travelers and providing
the services they want, Canadian Airline's sales started increasing. What service
recovery strategy did Canadian Airline use?
A. Make the service fail safe
B. Learn from recovery experience
C. Treat customers reactively
D. Encourage and track complaints
E. Act quickly
Sunoco in Canada realizes the importance of physical evidence to determining the
value of the service being provided. As a result, it has refurbished its restrooms and
committed its station operators to maintaining hygienic restrooms. A clean-smelling
restroom is an example of a positive:
A. Artifact
B. Functional form
C. Ambient condition
D. Spatial format
E. Service symbol
Service quality can help companies attract more and better customers to the business
through _____ marketing.
A. Insurgent
B. Offensive
C. Flank-movement
D. Defensive
E. Guerilla
In which of the following service industries would you most likely find the service
provider using competition-based pricing?
A. Banking industry
B. Hospital industry
C. Legal services
D. Tax accounting business
E. Rental car industry
When service quality first emerged as a pivotal competitive strategy what method did
managers use to determine the effect of improved service quality on financial success?
A. Intuition
B. Return on service quality (ROSQ)
C. Trend analysis
D. Experiential research
E. Focus groups
