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Exam 13: Designing and Managing Services

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Question 51

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Which of the following is true regarding services?

A) Services are typically produced, stored, and then consumed.
B) Services are generally low in experience and credence qualities.
C) Service providers develop similar marketing programs for personal services and business services.
D) Provider-client interaction is a special feature of services marketing.
E) There is less risk associated with the purchase of services than with the purchase of goods.

F) A) and D)
G) A) and C)

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Question 52

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Services cannot be stored, warehoused, or shelved. This is concept is unique to service marketers and is called

A) standardization.
B) intangibility.
C) perishability.
D) heterogeneity.
E) variability.

F) C) and D)
G) C) and E)

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Question 53

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When the lawn service firm advertises, "We can handle all your lawn needs in one stop" and then requires three or four visits to satisfy you, this is an example of which one of the "gaps" of service performance?

Every complaint is a gift if handled well.

According to Parasuraman, Zeithaml, and Berry, the fourth "gap" in their service-quality model is the gap between

There are shifts that favour the customer in the client relationship. Customers are now becoming more sophisticated about buying product support services and are pressing for "________."

A major incentive to service providers is that most service offerings and innovations are difficult to copy.

Based on the service-quality "gaps" model, the researchers identified five determinants of service quality. List and briefly explain each.

Interactive marketing describes the employees' skill in serving the client.

After sending registered letters to the roofing company, numerous attempts to contact the president of the company by phone, and sending copies of the complaint to the Better Business Bureau, you finally received a response from the firm that did not satisfy you. In desperation, you decided to have another company complete the repairs to your home. This is an example of what kind of customer switching behaviour on your part?

A service company can differentiate itself on three levels. The first is reliability, the second is resilience, and the third is

As you prepare to enjoy a night at the theater, your expectations rise as you listen to the music, read the reviewers comments, and reflect back to the last time you saw the same musical. All of these form your "expected service." If a "gap" were to exist, it would exist here between your "expected service" and the ________ of the performance.

Inseparability in the context of a "service" means that the service provider and the service customer/consumer cannot be separated since one effects another.

One of the strategies to equalize supply and demand for service providers is to allow employees to perform only essential tasks during off-peak periods.

There are five categories of offerings for a service. It can be either a minor or a major component of the company's offerings. Which of the following categories consists of equal parts of goods and services?

General Electric sends out 700 000 response cards a year asking households to rate its service people's performance. Which step is GE taking to increase quality control?

Intangibility with regards to a "service" means that the service cannot be duplicated across providers.

Service companies can try to demonstrate their service quality through physical evidence and presentation. How can a service provider make its positioning strategy more tangible using marketing tools?

When a consumer buys a piece of equipment, such as a lawn tractor, they consider the life-cycle cost of the equipment. Explain what is meant by "life-cycle" cost?

BRZ Shoes positions itself as a young, adventurous brand. Its logo and brand communication try to give consumers a feeling of excitement and bravery. These ads appeal to the ________ dimension of brand experience.