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Exam 12: Services Marketing

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Question 21

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A flowchart of the points of interaction between consumer and service provider is referred to as

A) a service continuum.
B) gap analysis.
C) a customer contact audit.
D) a customer contact continuum.
E) a service audit.

F) A) and B)
G) A) and C)

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Question 22

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Sterile Feral,Inc.is a nonprofit organization that catches wild or stray cats,and then neuters,vaccinates,and releases them back into the wild.The personnel of the nonprofit organization are caring people who love animals and try to do what they can to meet the needs of each cat they care for.The caring nature of the personnel relates to which service quality dimension?

A) assurance
B) tangibility
C) empathy
D) reliability
E) credibility

F) A) and B)
G) B) and E)

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Question 23

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Andrea Arenas is the owner of 2 Places at 1 Time,a concierge company.She and her staff of 60 perform everyday services,such as walking the dog,picking up cleaning,waiting for the repairman,and going to the post office,for people who are too busy to perform these simple acts.She is such a caring person and so well liked that her customers recommend her instead of her business to people who are looking for someone to perform similar services.Their inability to see the distinction between Arenas and her 2 Places at 1 Time concierge service is an example of which unique characteristic of services?

What is internal marketing? Why is it important in services marketing?

Services can be classified according to whether they are: (1) __________; (2) for-profit or nonprofit organizations;or (3) government agencies.

Customers will often judge the __________ of the service experience based on the performance of the people providing the service.

Before moving out of their apartment,Kelly and Doug decided to have their carpets cleaned by Stanley Steemer,a company specializing in professional carpet cleaning.The carpet cleaners arrived on time,cleaned the carpets,and drove away in their bright yellow van;only then did the couple see that they did a good job.Kelly and Doug were unable to judge the service before they bought it,which illustrates the __________ of services.

The brochure for Spa Sydell has photographs of people enjoying the various spa amenities.By seeing the pictures of available treatments at the spa,a customer has a better idea of what she is buying.Spa Sydell uses a brochure to help customers deal with the __________ that is associated with using the service.

Consumers have more difficulty evaluating services than they do products;the difficulty results from the

The process of managing the entire customer experience with the company is referred to as

According to Figure 12-5 above,purchases labeled "B" would most likely be evaluated on __________ properties.

Which of the following statements regarding the place element of services is most accurate?

Many retailers hire additional sales help during the holiday season.This is an example of how service companies deal with __________.

One of the primary differences between tangible goods and services involves a consumer's ability to make prepurchase evaluations.For example,consumers can easily evaluate shoes,jewelry,and skis before making a purchase.On the other hand,consumers can evaluate services such as restaurants,ski instructors,and tanning salons only during or after their purchase.Indeed,tangible products have __________ properties,whereas services have __________ properties.

Fred White has just accepted a sales position with the ABC Health Maintenance Organization,a major provider of health care services.He had been selling medical supplies for some time and found that he understood how customers bought medical supplies.Which of the following is MOST LIKELY to be a characteristic of the health care services that Fred offers?

The notion that a service organization must focus on its employees before successful programs can be directed at customers is referred to as

Integrating the service component of the marketing mix with efforts to influence consumer demand is referred to as __________.

A publicity tool frequently used by nonprofit services,which uses free space or time donated by the media,is referred to as a(n)

A major factor in developing a service marketing strategy is __________ because of the inseparability of services from the producer.

Which of the following is considered a service?