9 When marketers say that services are ____________, they are referring to the fact that
services cannot be touched, tasted, or seen, like a pure product can.
Intangibility refers to the fact that, unlike products, services cannot be touched, tasted, seen, or
11 Cheryl will only let Martiné cut her hair. She has tried other hairdressers, but she knows from
experience that Martiné cuts her hair well every time. For Cheryl, ________________ is the
most important of the five service quality dimensions.
Martiné cuts Cheryl's hair right every time. She might have other weaknesses--perhaps she is
rude, or always runs behind schedule, or perhaps she doesn't do a good job of keeping her
station neat, but she gives good haircuts. Reliability is the service quality dimension that refers
to doing the job correctly.
Quiz Yourself- Chapter 14
10 Marketers can deliver high value through high or low prices, depending on:
Value can be delivered at a variety of price points, as long as the benefits delivered match the
12 Ferrari and Lamborghini are manufacturers of very expensive automobiles. Their limited
edition cars often sell for $300,000 or more. For most consumers, these are prestige
products, and demand is likely to be: