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. customer retention
b. frequency marketing
c. aftermarketing
d. relationship marketing
e. conquest marketing
If XYZ company hires a new manager from outside the firm as opposed to
promoting someone from within, the company may be attempting to change
the culture of the organization through: a. systems
b. structure
c. people
d. rewards
e. culture-change initiatives
The defection management process includes all of the following steps except: a.
creating a zero defections culture within the firm
b. minimizing service guarantee payouts
c. training employees in defection management
d. tieing incentives to reduce defection rates
e. creating switching barriers that discourage defections
The zone of tolerance is most directly related to which of the following unique service
attributes? a. intangibility
b. perishability
c. heterogeneity
d. inseparability
e. homogeneity
When some cargo shippers switch form rail carriers to air transportation, this
would be classified as which type of defectors? a. price defectors
b. product defectors
c. service defectors
d. market defectors
e. technological defectors
If an extra counter is located at the bottleneck location, what is the new service cost per
meal? a. $49.00
b. $ .52
c. $ .46
d. $2.14
e. $1.90
Businesses such as fast food restaurants would fall where along the Scale of Market
Entities? a. on the extreme end of the intangible-dominant side
b. on the extreme end of the intangible-dominant side
c. in the middle of the continuum
d.. left of the middle towards the tangible-dominant side
e. right of the middle towards the intangible-dominant side
Consumers determine a shortage or unfulfilled desire exists during which stage
of the consumer decision process. a. problem awareness
b. information search
c. evaluation of alternatives
d. postpurchase evaluation
e. the choice stage
Which of the following service industries have NOT employed self-service
technologies? a. banks
b. insurance companies
c. hotels
d. movie rental chains
e. manufacturing operations
The term that reflects the belief that without manufacturing, there will be less for people
to service and more people available to do less work is:
a. Materialismo snobbery
b. manufacturing superiority
c. industrial champions
d. manufacturing dichotomization
e. none of the above
The strategy for cultivating customer loyalty that refers to protecting confidential
information and telling the customers the truth, even when it hurts is: a. maintaining the
proper perspective
b. providing discretionary effort
c. monitoring the service delivery process
d. building trusting
e. remembering the customers between calls
The strategy for cultivating customer loyalty that refers to communicate to customers
that the firm genuinely cares for their well-being is: a. maintaining the proper
perspective
b. setting customer retention goals
c. staying in touch
d. building trusting relationships
e. providing discretionary efforts
Studies have indicated that as much as ______ percent of profits come from
long-term customers via derived profits
a. 95
b. 75
c. 50
d. 35
e. 25
The continuum that ranges from tangible-dominant to intangible-dominant is referred to
as: a. the services triangle
b. the Servuction model
c. the scale of market entities
d. the service-profit chain
e. the Q continuum
A specific result guarantee may appear weak compared to the:
a. conditional guarantee
b. implicit guarantee
c. explicit guarantee
d. unconditional guarantee
e. unsolicited guarantee
The actual size of the firm’s facility conveys meanings to the firm’s target market.
Which of the following most accurately describes customer perceptions regarding small
facilities? a. important
b. powerful
c. personal
d. successful
e. stable
One of the potential costs in employee empowerment is: a. higher labor costs
b. slower responses to dissatisfied customers
c. decreased word-of-mouth advertising
d. increased employee dissatisfaction
e. increased customer dissatisfaction
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
Emphasize the selection and training of public contact
personnel. __________