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A commercial for Carnival Cruises shows a group of friends scuba diving, rock
climbing, dancing and having a really great time. Which strategy for tangibilization is
Carnival using in this commercial?
A. Illumination
B. Physical representation
C. Allusion
D. Documentation
E. Visualization
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
Which of the following is NOT an example of an effective formal service goal?
A. Deliver products quickly
B. Call the customer back within 2 hours
C. Replace lost credit cards within 48 hours 98 percent of the time
D. Answer phones within 3 rings
E. Connect new cable service on the date promised
The transition from the _____ stage to the _____ stage of the customer relationship
requires the development of trust.
A. Customers as acquaintances; customers as friends
B. Customers as strangers; Customers as acquaintances
C. Customers as partners; customers as acquaintances
D. Customers as acquaintances; customers as strangers
E. Customers as friends; customers as strangers
In a(n) _____ environment, the service facility can be designed to keep its employees
motivated and to facilitate productivity, teamwork and operational efficiency without
any consideration of customers.
A. Self-service
B. Vertical service
C. Remote service
D. Saleable service
E. Interpersonal services
The frontline service employees are referred to as:
A. Gatekeepers
B. Control centers
C. Boundary spanners
D. Service encounter experts
E. External service providers
Pret a Manger, a London-based sandwich shop, introduced restaurant-quality
sandwiches with fast-food velocity. This would be an example of a
A. Major innovation
B. New service for the currently served market
C. Service line extension
D. Service improvement
E. Style change
Which of the following is NOT a category of strategy that service providers can use to
match service promises with service delivery?
A. Integrate the service dimensions
B. Improve customer education
C. Manage service promises
D. Manage customer expectations
E. Manage internal marketing communications
The benefits of offensive marketing have been documented through the use of:
A. PIMS (profit impact of marketing strategy)
B. Multiple regression analysis
C. Return on investment (ROI) analysis
D. Financial ratios
E. All of the above
In the service marketing triangle, _____ marketing refers to communications a firm
uses to make promises to customers regarding service delivery.
A. Internal
B. Interactive
C. Relationship
D. External
E. Integrated
The first step in developing an effective physical evidence strategy is to:
A. Map the physical evidence of the service
B. Assess and identify physical evidence opportunities
C. Clarify roles of the servicescape
D. Recognize the strategic impact of physical evidence
E. Update and modernize the physical evidence
Which of the following is the BEST example of outcome fairness?
A. The restaurant charged the man for two meals when he sent back his overcooked
steak and demanded one cooked correctly
B. Miriam decided the missing button was not important enough to make another trip to
the cleaners and complain
C. The sign posted on the wall stated the hair salon would not style the hair of anyone
who did not have an appointment
D. The small movie theater gave all patrons two free movie tickets for the night of their
choice when the movie projector broke halfway through showing the newest Brad Pitt
movie
E. The hotel refused to help a man find a room for the night when he missed his
scheduled airplane flight
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
The carpenter came to install the new flooring in the Barry kitchen two weeks ago.
Once he had removed the old flooring, he announced he needed to go get a sander to
smooth out the subflooring. He has not been back. A person who is a voicer type when
it comes to complaining would react to this by:
A. Assuming he had done something to alienate the carpenter
B. Taking no action whatsoever
C. Spreading negative word of mouth about the carpenter to all of his or her friends and
relatives
D. Confronting the carpenter at another job site and demanding to know when he would
be back to finish the floor
E. Hiring another carpenter to finish the job
A man who became intoxicated on a flight started speaking loudly, annoying the other
passengers. The flight attendant asked the passenger if he would be driving when the
plane landed and offered him coffee. He accepted the coffee and became quieter and
friendlier. This is an example of which type of service encounter incident?
A. Reliability
B. Adaptability
C. Spontaneity
D. Functionality
E. Coping
_____ marketing focuses on keeping and improving current customers, rather than
concentrating on acquiring new customers.
A. Transaction
B. Expansion
C. Relationship
D. Strategic
E. Benefit
The _____________ metric is based on the idea that word-of-mouth communication,
rather than any other metric, is the best predictor of firm growth and financial
performance.
A. Net Promoter Score
B. Net Satisfaction Score
C. Customer Loyalty Score
D. Share of Wallet
E. Share of Mouth
Delta Airlines was dissatisfied with customer reactions to its attempt to offer passengers
their choice of cold deli sandwiches instead of the more traditional airplane meal. Its
intent was to provide passengers with better food. Passengers saw the move as another
way Delta was trying to skimp on service and save money. When trying to deliver
service quality, Delta forgot to:
A. Consider customer requirements
B. Create a service blueprint
C. Offer relevant employee training
D. Consider the services marketing triangle
E. Estimate production/quality tradeoffs
A Marriott hotel is able to charge four times as much as an Econo-Lodge for a room
because of the amenities the Marriott offers. These amenities include a swimming pool,
room service, exercise equipment, in-room iron, hair dryer and coffee maker and more.
The Econo-Lodge provides guests with a clean room to sleep in and little else.
Marriott's ability to charge a premium price is the result of its _____ strategy.
A. Defensive
B. Price skimming
C. Neutral
D. Guerrilla
E. Flanking
Many companies that have adopted a customer retention strategy are now using the
extent of _________ as their main measure of customer loyalty.
A. Word-of-mouth
B. Personalized direct mail
C. Network television advertising
D. Publicity
E. Advertising in prestige magazines
Which of the following approaches to pricing considers that customers may judge
quality on the basis of price?
A. Demand-based pricing
B. Profit-based pricing
C. Competition-based pricing
D. Supply-based pricing
E. Cost-based pricing
A land surveyor will come out to your home, survey your property and draw you a plat
showing you the shape of your land and how it looks in relation to land around it. The
work is routine unless the deed for the property is over one hundred years old. One of
the ways a surveyor determines what land belongs to you is by using old deeds. This
becomes a complicated practice when the deed says "west from live oak tree" and
"northeast 30 feet from Gray family cemetery." Often these landmarks, which were
there 100 years ago, are long gone and no one remembers where exactly they were.
Surveyors may differ by a couple of feet in their determination of where these
landmarks used to be. This is an example of the difficulty involved in:
A. Relying on the tangibles dimension of services
B. Integrating service functions
C. Standardizing services
D. Changing customers' perceptions
E. Modifying customers' expectations
Gwen's first trip to an amusement park was as a chaperone for a class of first grade
students who were allowed to fill up on sugar on the bus trip to the park. By the end of
the day, Gwen was very frustrated and very tired. Later when she revisited the
amusement park, Gwen could not enjoy the experience because she kept remembering
how miserable she had been acting as a chaperone. Gwen's satisfaction with amusement
parks was adversely influenced by:
A. Poor service quality
B. Her perception of service quality
C. Her emotional state
D. Her attributions for service success
E. Her perception of equity
A medical clinic conducted a research study to determine the standard for patients' wait
times in the reception area by having the patients note the time when they arrived on a
sign-in sheet. As each patient went back to the examining room, the office manager
noted the time on another sheet and then asked the patient five questions about his or
her perceptions of the wait. The medical clinic conducted a _____ study to establish
target levels for wait time standards.
A. Critical incident benchmarking
B. Event-triggered requirements
C. Hypothetical satisfaction-performance
D. Participant observation tracking
E. Simple perception-action correlation
A hair salon designed to appeal to children does not use the standard salon furniture.
Instead, children sit on carousel horses to get their haircuts. Large TV monitors
strategically located throughout the salon show kid-targeted videos and cartoons are
there to entertain the children. The child-friendly hair salon's servicescape serves in
what two capacities?
A. A package and as a facilitator
B. A facilitator and as a boundary spanner
C. A differentiator and as a facilitator
D. A boundary spanner and as a differentiator
E. A socializer and as a facilitator
Accountants, architects, interior decorators, marriage counselors and lawyers typically
use a _____ pricing strategy.
A. Going-rate
B. Perceived value
C. Fee for service
D. Price signaling
E. Cost-plus
All of the following are elements of a hotel's servicescape EXCEPT:
A. Business center for checking e-mail and sending faxes
B. Lobby
C. Convention facilities
D. Swimming pool
E. Housekeeping staff
The appliance store told the home owner that it would deliver her new stove on Monday
between 4 p.m. and 5 p.m. The appliance store is using which of the following waiting
line strategies?
A. Establishing a reservation process
B. Making waiting fun or at least tolerable
C. Expanding waiting room capacity
D. Differentiating waiting customers
E. Employing operational logic
A wildcat strike by garbage collectors in a large metropolitan city during prime tourist
season will most likely cause tourists to cut short their visit and have a poor image of
the city. The wildcat garbage strike is an example of a(n):
A. Personal service influence
B. Predictable service influence
C. Uncontrollable situational factor
D. Spontaneous negative
E. Temporary personal need hindrance
Which of the following is a strategy for enhancing customer participation in the service
process?
A. Increase emotional labor
B. Recruit, educate and reward customers
C. Measure internal service quality
D. Conduct lost customer research
E. Allow customers to define their own roles
When Marilyn returned to her oncologist's office for a checkup, she was pleased to find
the waiting room had been remodeled and it now contained a large aquarium. There was
even a sign that said watching fish is an excellent stress reducer. Since Marilyn did not
feel nearly as anxious before going to the oncologist's examination room, she decided
the addition of the swimming fish was a good:
A. Major innovation
B. New service for the currently served market
C. Service line extension
D. Service improvement
E. Style change
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
Roger Simpson is an event planner who specializes in planning family reunions. He
typically works with one or two members of the family who provide him with all the
family-related information. If a family reunion planner refuses to provide Simpson
information about Uncle George and his descendants because he did not like Uncle
George, that family member will have contributed to the widening of provider _____ by
preventing Simpson from doing his job to the best of his ability.
A. Gap 1
B. Gap 2
C. Gap 3
D. Gap 4
E. Gap 5
Inadequate customer communication occurs when:
A. The services have synchronized supply and demand
B. Customers are experienced users of the service
C. The services are low in credence qualities
D. The service is difficult for the customer to evaluate even after it has been delivered
E. The services are high priced
Deana and Rod Li went on a one-week vacation at the Club Med Turkoise village,
located in Turks and Caicos, a chain of islands in the Caribbean. Club Med's per person
price of $2199 included round-trip air travel from New York, one-week
accommodations, all meals, sports, activities and nightly entertainment. Club Med is
using a _____ strategy.
A. Market segmentation pacing
B. Price framing
C. Complementary pricing
D. Price bundling
E. Contingency pricing
