Don Honorio Ventura Technological State University: A. B. C. D

Don Honorio Ventura Technological State University
Sto. Tomas Campus
MIDTERM EXAMINATION
SERVICES MARKETING
Name: ___________________________________ Date: _______________ Rating: ____ /55

Instruction: Write the letter that best describes each item on the provided answer sheet. Any
form of erasure is considered wrong. Do not use friction pen for your final answer.
1. Which is not true of the statements below? (if any)

a. The world economy nowadays is increasingly characterized as a service economy.
b. Some early economist pay little attention to service industries, considering them to be
unproductive, adding nothing to of value to an economy.
c. It is better to produce goods than to explore in service.
d. None of choices?
2. The following are the reasons why we should study Services Marketing, which one is
not? (if any)
a. Consumers evaluate services differently than goods.
b. The importance of utilizing service as a differential advantage for tangible-dominant
c. The growth of the global service workforce products.
d. None of the choices
3. Which of the following is not a definition of Services?
a. Services as products represent a wide range of intangible product offerings that
customers value and pay for the in the marketplace.
b. Services are deeds, processes and performance provided or coproduced by one
entity or person for another entity or person.
c. Services are all economic activities whose output is not a physical product or
construction, is generally consumed at the time it is produced, and provides added value in forms
that are essentially intangible concerns of its first purchaser.
4. Through self-service technologies, customers can serve themselves more effectively.
a. Potential for new offerings c. Enabling both cutomers and employees
b. New ways to deliver service d. None of the choices
5. In addition to providing opportunities for new service offerings technology is providing vehicles
for delivering existing services in more accesible, convenient, productive ways.
6. An interesting way to look at the influence of technology is to realize that the Internet is just
“one big service”.
7. The actual procedures, mechanisms, and flow of activities by which the service is delivered –
the service delivery and operating systems.
a. People c. Process
b. Physical Evidence d. None of the choices
8. All human actors who play a part in service delivery and thus influence the buyer’s perceptions.
a. People c. Process
b. Physical Evidence d. None of the choices
9. Services do not have a physical existence.
a. Intangibility c. Perishability
b. Heterogeneity d. None of the choices
10. This refers to the fact that services are generated and consumed within the same time frame.
11. The inability to own a service has implications for the design of distribution channels, so a
wholesaler or retailer cannot take title, as is the case with goods.
12. Includes characteristics that the consumer may find impossible to evaluate even after
purchase and consumption.
a. Search qualities c. Credence qualities
b. Experience qualities d. None of the choices
13. Attributes that a consumer can determine before purchasing a product.
14. Attributes that can be discerned only after purchase or during consumption.
15. Includes characteristics that the consumer may find impossible to evaluate even after
purchase and consumption.
16. Maslow’s heierarchy of needs which include shelter and security.
a. Physiological c. Social
b. Safety d. None of the choices
17. Individuals seek to look good to others and feel good about themselves because of what they
have accomplished.
18. Consumers desire to live up to their full potential and enjoy themselves.
19. Some consumers purchase experiences such as skydiving, jungle safaris, bungee jumping
for the pure thrill of the experience are examples of what needs?
a. Social c. Self-actualization
b. Self-Esteem d. None of the choices
20. Which of the following statement is not true? (if any)
a. When purchasing good consumers make use of both personal and nonpersonal
source.
b. When purchasing services, consumers seek and rely to a greater extent on non-
personal sources.
c. Seeking information may be an extensive, formalized process if the service or good is
important to the consumer or it represents a major investment .
21. Which of the following statement is not true? (if any)
a. Mass media can convey information about search qualities but can communicate less
about experience qualities.
b. Many types of non personal sources of information are available for services.
c. Consumers can assess few attributes before purchase a service, they may feel
greater risk in selecting a little known alternative.
22. Which of following statement is not true? (if any)
a. Evoked set is likely to be smaller with services than with goods.
b. There is close proximity of competing products in retail stores.
c. For services much is still unknown at the point of purchse.
23. Which among the following is not included in the stages in Consumer Decision Making and
Evaluation of Service?
a. Information Search c. Consumer Exposure
b. Consumer Experience d. None of the choices
24. Which of the following is not true? (if any)
a. Costumers can evaluate that determines to a large degree whether they will return or
continue to patronize the service given.
b. Postexperience evaluation is captured by companies in measure of satisfaction.
c. Post experience evaluation cannot predict consumer behavior and repurchase,
particularly for services.
25. A consumer purchasing a haircut, receiving the cut she desires depends in part on her clear
specifications of her needs to the stylist. If diasappointed, she may blame either the stylist or
herself.
a. Word-of-Mouth Communication
b. Attribution of Dissatisfaction
c. Positive or Negative Biases
For items 26-33 given the choices below write your answer that best describes each item.
a. Search qualities
b. Experience qualities
c. Credence qualities
26. Burger King 4-cheese whopper
27. Perfume
28. Kidney operation
29. 3-day Palawan package
30. Driving lesson
31. Hair rebond
32. Furniture
33. Break relining
34. Service consumers are strongly influenced by personal opinions of others, understanding
and controlling this concept becomes even more important for service companies.
35. Research and personal observation suggest that it is easier for consumers to remember the
negative service experiences they have than to think many routine or even positive experiences.
36. Which of the following is not true?
a. Understanding cultural differences is important in service marketing because of its
effects on the ways that customers evaluate and use service.
b. Culture does not influences companies on how they interact with customers.
c. Research provides considerable evidence that there are differences in how consumers
perceive services across cultures
37. Which of the following is not included in the expanded mix for services?
a. People c. Physical evidence
b. Plans d. None of the choices
38. Which among the following is not true to difference between goods and services.
a. Goods are physical commodity while services are process or activity

b. Goods can be inventoried but services cannot.
c. They are both intangibe in nature.
39. Which among the following is not true?
a. Haircut is an example of core services
b. After-sales support is an example of supplemetary services
c. Core and supplementary service can obtain in one purchase.
d. None of the choice
40. It may be more costly to change brands of services, because awareness of sustitutes is
limited, and because higher risks may accompany services, consumers are more likely to remain
to service brands compared with goods producers.
II. Supply the missing word/phase. (15 points)
DHVTSU Mission
DHVTSU commits itself to provide an 1. _______ 2. _______ to continuous 3.______ of 4.

_______ and 5. ________ towards the 6._______ of students into 7.________ 8. _______ 9.
_________ through the synergy of appropriate 10. ________, 11. ______ service and
productivty functions.
Vision
A lead university in producing quality individual with competent capabilities to generate
knowledge and technology and enhance professional practices for 12. _______ 13. _______ and
14___________ 15__________ through continuous innovation.
Prepared by: Recommending Approval: Approved by:
Mylene T. Canta Jovita G. Rivera, MAEd Anna C. Dayrit, MM, MBA

Faculty Program Chair Director, Sto. Tomas
Don Honorio Ventura Technological State University
Sto. Tomas Campus
ANSWER KEY
SERVICES MARKETING
I. MULTIPLE CHOICES
1. C 21. D
2. D 22. D
3. D 23. C
4. C 24. C
5. B 25. B
6. D 26. B
7. D 27. A
8. A 28. C
9. A 29. B
10. D 30. B
11. D 31. B
12. C 32. A
13. A 33. C
14. B 34. A
15. C 35. C
16. B 36. B
17. D 37. B
18. D 38. C
19. C 39. D
20, B 40. D
II.
1. environment
2. conducive
3. creation
4. knowledge
5. technology
6. transformation
7. globally
8. cempetitive
9. professionals
10. teaching
11. research
12. sustainable
13. national
14. global
15. competitiveness

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Don Honorio Ventura Technological State University

Sto. Tomas Campus

Name: _________________________ Date: _ Rating: /55

1. Which is not true of the statements below? (if any)

a. Goods are physical commodity while services are process or activity

II. Supply the missing word/phase. (15 points)

DHVTSU commits itself to provide an 1. ___ 2. _ to continuous 3.____ of 4.

Prepared by: Recommending Approval: Approved by:

Mylene T. Canta Jovita G. Rivera, MAEd Anna C. Dayrit, MM, MBA

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