Test bank with answer for services marketing 6th edition by zeithaml

Which trend that influenced the development of services marketing concepts and strategies is illustrated here?. Professional firms are placing increased emphasis on providing services Wh

Test Bank for Services Marketing 6th Edition by

Zeithaml

Mutiple Choice Questions

On his way to work today, Terry saw a billboard for a

physician's group that specialized in vascular surgery In his local newspaper there was a full-page ad for a medical clinic that performed similar surgery Then in his mail, he got a brochure from yet another medical clinic asking him if he wanted to get rid of ugly varicose veins Which trend that influenced the development of services marketing concepts and strategies is illustrated here?

1 A The increasing importance of service industries to the U.S and world

economies

2 B The increase of government regulation of professional service industries

3 C The growth in database marketing

4 D Increased competition in professional services

5 E Professional firms are placing increased emphasis on providing services

Which of the following statements has been suggested as a plausible explanation for the customer perception that

service quality is declining?

1 A Technology-based services, which are superior to human-based services, are not being implemented enough

2 B Services are leveling the playing field and consistently trying to offer the same level of service to every customer

3 C Companies are decreasing their reliance on self-service and increasing the use

of human interaction in the performance of services

4 D Customer expectations are higher because of the excellent service they receive from some companies

5 E Even though it is Easy to provide consistent, high-quality service, many

companies do not want to do it

Two roommates both registered for an introduction to

business class At midterm, one roommate found his

instructor so boring that he was thinking of changing his major to history The other roommate had a charismatic teacher and looked forward to going to class This

heterogeneity of instruction demonstrates:

1 A How difficult it is to synchronize supply and demand with service

2 B That customer service depends on employee actions

3 C How customers affect each other

4 D The fact services cannot be readily communicated or displayed

5 E Why services cannot be inventoried

The characteristic of a service that means that it cannot be seen, felt, tasted or touched is:

1 A Intangibility

2 B Heterogeneity

3 C Divisibility

4 D Perishability

5 E Compatibility

The core offerings of hospitals, hotels, and banks are

primarily deeds and performances and therefore,

are _

1 A Services

2 B Experiences

3 C Attributes

4 D Goods

5 E Benefits

Bob Wilson owns and operates Flashdance Skating Rink Last Monday afternoon, he had rented the rink out for a birthday party that was cancelled at the last minute due to a flu epidemic that had sickened three-fourths of the children who were invited While Wilson kept the deposit, he did not get the skate rental fees or the snack food money he had anticipated from the rental Wilson lost money as a result of the _ characteristic of services

1 A Heterogeneity

2 B Simultaneous production and consumption

3 C Incomparability

4 D Perishability

5 E Intangibility

In addition to the elements of the traditional marketing mix, the expanded mix for services includes:

1 A Positioning, personalization and process

2 B People, physical evidence and process

3 C Personalization, procurement and people

4 D Profit, production and psychology

5 E People, partnerships and positioning

Which of the following is NOT an example of a service

business?

1 A Amusement park

2 B Hotel

3 C Bank

4 D Department store

5 E Paper mill

_ qualities are characteristics of a product consumers may find impossible to evaluate even after purchase and consumption

1 A Search

2 B Cognitive

3 C Perceptual

4 D Experience

5 E Credence

Because of the _ of services, service producers find themselves playing a role as part of the product itself and an essential ingredient in the service experience for the

consumer

1 A Comparability

2 B Intangibility

3 C Heterogeneity

4 D Simultaneous production and consumption

5 E Perishability

Due to the _ characteristic of services, customers will frequently interact with each other during the service

production process and may affect each other’s

experiences

1 A Comparability

2 B Intangibility

3 C Heterogeneity

4 D Simultaneous production and consumption

5 E Perishability

Which of the following statements about how technology has positively influenced service is true?

1 A Technology provides approaches for delivering existing services in more accessible, convenient, productive ways

2 B Technology facilitates basic customer service functions

3 C Technology facilitates transactions by offering a direct vehicle for making purchases

4 D Technology provides an easy way for customers to learn and do research about products and companies

5 E All of the above statements about how technology has influenced service are true

_ refers to the fact that services cannot be saved,

stored, resold or returned

1 A Intangibility

2 B Heterogeneity

3 C Simultaneous production and consumption

4 D Perishability

5 E Incompatibility

Which of the following statements describes a marketing implication that results from the intangibility of services?

1 A Customers participate in and affect the transaction

2 B Service quality depends on many uncontrollable factors

3 C Services can be readily communicated

4 D There is no sure knowledge that the service delivered matches what was planned and promoted

5 E Services cannot be inventoried

The most distinguishing characteristic of services is:

1 A Heterogeneity

2 B Perishability

3 C Intangibility

4 D Comparability

5 E Divisibility

Which of the following is an example of the people element

of an airline company's services marketing mix?

1 A Pilots

2 B Baggage handlers

3 C Customers

4 D Flight attendants

5 E All of the above

Which of the following is an example of a tangible

component provided by a hotel?

1 A Wake-up call

2 B Guest rooms

3 C Room service

4 D Express check-out

5 E Guaranteed reservations

Ruth recently visited a day care center that is convenient to her work Ruth is thinking of letting the day care workers care for her infant son while she is at work The first thing Ruth noticed when she walked in the door of the facility was the smell of urine There was a dead plant in the window Toys were strewn about the floor and Ruth almost tripped over a tricycle In example, Ruth experienced negative

aspects of the _ element of the day care center's

services marketing mix

1 A Product

2 B Production

3 C Process

4 D Place

5 E Physical evidence

When they go away on vacation, some dog owners choose

to leave their dogs in posh pet resorts that offer a variety of activities for the dogs, such as swimming pool frolics, nature walks and hayrides The dog owners pay around $17 per night for basic boarding at the pet resorts and up to an

additional $20 for the other activities, which would be

collectively classified as:

1 A Goods

2 B Values

3 C Services

4 D Satisficers

5 E Attributes

The maintenance contract offered by Sears on its Kenmore refrigerators, dishwashers and microwaves is an example of a(n) _

1 A Service

2 B Experience

3 C Attribute

4 D Good

5 E Benefit

In India weddings are timed to occur when Venus is in the ascendant and Jupiter is strong This day is deemed lucky

In 2005, almost 15, 000 couples in New Delhi had their

wedding on December 25, the day astrologers announced would be the best day for a wedding The service provided

by the astrologers is an excellent illustration of the _ of services

1 A Intangibility

2 B Comparability

3 C Divisibility

4 D Perishability

5 E Compatibility

In the simplest terms, _ are deeds, processes and

performances

1 A Attributes

2 B Experiences

3 C Services

4 D Goods

5 E Benefits

Which of the following statements describes a marketing implication that results from the simultaneous production and consumption of services?

1 A Services cannot be returned or resold

2 B Service quality depends on many uncontrollable factors

3 C Employees affect the service outcome

4 D Services cannot be readily displayed or communicated

5 E There is no sure knowledge that the service delivered matches what was planned and promoted

Which of the following statements has been suggested as a plausible explanation for the customer perception that

service quality is declining?

1 A Increasing use of technology is perceived by many customers as less service because there is no human interaction

2 B Companies provide unclear tactics for customers to follow when dealing with service providers

3 C Delivering consistent, high-quality service becomes routine

4 D Customers have no concept of what conditions produce to quality service

5 E Too many talented employees are left mired in front-end jobs that do not challenge them

Which of the following statements describes how consumers and employees are responding to technology-based

services?

1 A Services can readily calm fears that privacy may be sacrificed if technology is used

2 B An infusion of technology can lead to an increase in human interaction

3 C The payback for investments in technology is a certainty

4 D Employees are often reluctant to integrate technology into their work lives

5 E All of the above statements describe how consumers and employees are responding to technology-based services

_ is a key determinant of whether an offering should be classified as a product or a service

1 A Physicality

2 B Audience passivity

3 C Intangibility

4 D Perception

5 E Abstraction

Which of the following is an intangible component of a car repair shop?

1 A Replacement parts

2 B Employee uniforms

3 C Barrel for storing recyclable motor oil

4 D The training the mechanic has received

5 E Customer waiting area

Which of the following products is LEAST high in experience qualities?

1 A Plastic surgery

2 B A prom band

3 C Catered banquet

4 D Wedding dress

5 E Pet grooming

Which of the following trends has directly influenced the development of services marketing concepts and

strategies?

1 A The decreasing importance of service industries to the U.S and world

economies

2 B The growth in information-based technology

3 C Decreased competition in professional services

4 D The fact that manufacturing firms are placing increased emphasis on providing services

5 E None of the above

Which of the following is a marketing implication that results from the heterogeneity of services?

1 A Services cannot be returned or resold

2 B Services cannot be patented

3 C Services cannot be inventoried

4 D Service delivery and customer satisfaction depend on employee and customer actions

5 E All of the above are marketing implications resulting from the heterogeneity of services

A tax accountant may provide a different service experience

to two different customers on the same day depending on their individual needs and personalities and on whether she

is meeting with them when she is fresh in the morning or tired at the end of the day This is an example of service _

1 A Versatility

2 B Heterogeneity

3 C Simultaneous production and consumption

4 D Perishability

5 E Intangibility

The first time Alexis went to take golf lessons, she had a golf pro who was very patient with her and who was able to

pinpoint what she was doing wrong without making her feel uncoordinated Her second golf lesson was not nearly as helpful The golf pro who gave the lesson wanted Alexis to watch what he was doing and imitate his swing He was

unable to verbalize his instructions Alexis's experience with the two golf instructors illustrates the _ of service

1 A Intangibility

2 B Heterogeneity

3 C Simultaneous production and consumption

4 D Perishability

5 E Divisibility

Which of the following statements about services is true?

1 A A service economy produces services at the expense of other sectors.

2 B Service jobs are low paying and menial.

3 C Service production is labor intensive and low in productivity.

4 D Service is a necessary evil for manufacturing firms.

5 E Marketing and managing services presents issues and challenges not faced in manufacturing and packaged goods companies.

Parents everywhere are very busy and often cannot spend time with their children In the Netherlands, children who want a bedtime story can call the telephone service and

request to listen to one of twenty prerecorded fairy tales The phone company charges $7 per story Because of the

prerecording of the stories, this bedtime service reduces the problems typically associated with the _ characteristic

of services

1 A Versatility

2 B Heterogeneity

3 C Simultaneous production and consumption

4 D Perishability

5 E Intangibility

An attorney who charges a client for a missed appointment

is taking into account the _ characteristic of services

1 A Heterogeneity

2 B Simultaneous production and consumption

3 C Incomparability

4 D Perishability

5 E Intangibility

Which of the following is NOT an element of the traditional marketing mix?

1 A Production

2 B Place

3 C Product

4 D Price

5 E Promotion

On a recent visit to The Home Depot store, a sales associate greeted Madison when she entered the store, helped her locate the items she needed to repair her gutters and

suggested how she could prevent gutter problems in the future The assistance provided by the sales associate

illustrates the of services

1 A Intangibility

2 B Comparability

3 C Divisibility

4 D Perishability

5 E Compatibility

The characteristic of a service that refers to differences in employees' performances is:

1 A Intangibility

2 B Heterogeneity

3 C Divisibility

4 D Perishability

5 E Simultaneous production and consumption

Free Text Questions

Maria Kingsley is a fortune teller She is concerned because today two of her clients missed their appointments to have her read their Tarot cards and she had plans for the money she would have earned With which characteristic of

services is Kingsley most concerned?

Answer Given

Perishability.

Keith overheard two women comparing the way the dog groomer clipped their poodles One claimed the groomer did not cut the hair between her dog's toes as was advertised, but that everything else about the cut was perfect The other groused that the groomer left the hair on her dog's tail too long, but at least the hair on his feet had been cut Which characteristic of service were the two women discussing?

Answer Given

Heterogeneity.

What do a vacation to Jamaica and a haircut have in

common besides the fact that they are both services?

Answer Given

They are both high in experience qualities; their attributes cannot be known until they are purchased and consumed.

How are customers and employees responding to the

proliferation of technology-based services?

Answer Given

Technology is providing vehicles for delivering existing services in more

accessible, convenient, productive ways Technology facilitates basic customer service functions such as bill paying and order tracking Technology also