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marketing.grewal.tif.ch12

marketing.grewal.tif.ch12

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Published by Seftako Seftako
marketing.grewal.tif.ch12
marketing.grewal.tif.ch12

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Categories:Types, Business/Law
Published by: Seftako Seftako on Nov 06, 2013
Copyright:Attribution Non-commercial

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03/09/2015

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Ch12
Student: ___________________________________________________________________________
1.Firms that primarily sell products view service as a method to maintain a sustainable competitive advantage. True False
 
2.The marketing of services differs from the marketing of products because services are tangible and separable from the service provider. True False
 
3.Many services marketers use training and standardization to reduce service perishability. True False
 
4.The Gaps Model allows systematic examination of all aspects of the product creation process. True False
 
5.A delivery gap is the difference between the firm's standards and the actual service it provides to customers. True False
 
6.One use of marketing research is to provide an effective means to understand consumers' service expectations and their perceptions of service quality. True False
 
7.When Buffalo Bank required all customers to use their online banking services, over 20 percent of their customers closed their accounts. Buffalo Bank's service fell outside customers' zone of tolerance. True False
 
8.In training service providers, service quality goals should be general to allow for the various needs of consumers. True False
 
9.The knowledge gap is where "the rubber meets the road," where the customer directly interacts with the service provider. True False
 
10.In the marketing of services, empowerment means allowing employees to make decisions about how service is provided to customers. True False
 
11.The communications gap can be reduced by managing customer expectations. True False
 
12.Procedural fairness pertains to a customer's perception of the benefits received compared to the costs of the inconvenience or loss. True False
 
13.All products and services are intangible. True False
 
14.The building blocks of service quality are reliability, responsiveness, assurance, empathy and tangibles. True False
 
 
15.The zone of tolerance refers to the area between customers' expectations regarding their desired service and the minimum level of acceptable service. True False
 
16.Listening to the customer is the first step in service recovery. True False
 
17.A service is any intangible offering that involves a deed, performance, or effort that: A. cannot be physically possessed.B. is high-priced.C. is supported solely through advertising.D. can be transformed into a physical product.E. offers benefits but not costs.
 
18.By providing good customer service, firms __________ their products or services. A. eliminate the communication gap forB. add value toC. reduce the zone of tolerance forD. reduce the empowerment cost associated withE. increase the perishability of 
 
19.Along the service-product continuum, which of the following would be considered the most service dominant? A. grocery storeB. apparel specialty storeC. doctor's officeD. bookstoreE. restaurant
 
20.Along the service-product continuum, which of the following would be considered the most product dominant? A. grocery storeB. auto repair shopC. doctor's officeD. cell phone service providerE. restaurant
 
21.Many product dominant firms use quality service: A. as a way to minimize the cost of production.B. to support a standards gap.C. as a way to increase the perishability of their products.D. to install a voice of the customer program.E. to maintain a sustainable competitive advantage.
 
22.In countries like the United States, services: A. have almost all been replaced by technology.B. are a small portion of GDP relative to manufacturing.C. are replacing property taxes as a source of government revenue.D. will decrease in demand as the population ages.E. account for an increasing share of jobs.
 
23.Food preparation, lawn maintenance, and house cleaning services are all examples of: A. services shifted abroad because costs are lower in developing countries.B. services an aging population will decrease their demand for.C. household maintenance activities that people increasingly pay others to perform.D. the price elasticity effect on services demand.E. the ability of empowerment to create tangible service products.
 
 
24.Medical services, assisted living care, and active senior travel are all examples of: A. services shifted abroad because costs are lower in developing countries.B. services an aging population will increase their demand for.C. household maintenance activities that people increasingly pay others to perform.D. the price elasticity effect on services demand.E. the ability of empowerment to create tangible service products.
 
25.The marketing of services differs from product marketing because services are: A. intangible.B. inseparable.C. variable.D. perishable.E. all of these.
 
26.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. A. intangibleB. inseparableC. variableD. perishableE. replenishable
 
27.Because services are ____________, it is often difficult for marketers to convey the benefits to consumers. A. variableB. inseparableC. intangibleD. perishableE. substantial
 
28.For many professionals offering intangible services, an ethical marketing dilemma exists. The dilemma centers on: A. when to advertise versus when to use personal selling.B. which media are appropriate for promoting intangible services.C. which images create a better impression on consumers.D. how to gain clients while retaining an image of professionalism and integrity.E. who should be the spokesperson for professionals offering intangible services.
 
29.When marketers state that services are ____________, they are referring to the fact that services are produced and consumed at the same time. A. intangibleB. inseparableC. variableD. perishableE. peripheral
 
30.The owners of hotels whose services are produced and consumed at the same time know that consumers do not have the opportunity to try out their service before purchasing. Many hotels use _________________ to overcome the problem of inseparability of services. A. promotional discountsB. zone of tolerance allowancesC. perishability gap analysisD. point-of-purchase displaysE. satisfaction guarantees
 

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