Question 1

A major cause of ---- is the difference between what a firm promises about a service and what it actually delivers

Accepted Answer

Poorly perceived service

Question 2

Which of the following is NOT a company-controlled factor that influences customer expectations

Accepted Answer

Word of mouth communication

Question 3

Which of the following statements about communications and the service marketing triangle is true?

Accepted Answer

External marketing communications include advertising, public relations, personal selling and sales promotions

Question 4

Rangu read in the newspaper that he could receive a free mouth\'s cable television service if he would agree to use the service for two years. The as had not other states restrictions and appeared to apply to the entire county in which Jackson lived. When Rangu went by the cable or the free month offer. If he wanted cable, he had to pay $400 to have cable service brought to his house. Rangu experienced a problem with:

Accepted Answer

Marketing communications that were not integrated

Question 5

Which of the following described a reason why integrated marketing communications have not been the norm in many companies?

Accepted Answer

Various parts of the company are responsible for different aspects of communication

Question 6

Which of the following is NOT a factor that contributes to service communication challenges?

Accepted Answer

Servicescape omniscience

Question 7

Variations in the supply and demand of services result in:

Accepted Answer

Inadequate management of service promises

Question 8

When Selena\'s purchased a new refrigerator from Sears, she was told by the salesperson that the refrigerator would be delivered to her apartment Thursday between the hours of 1:00 pm and 3:00 pm. However, the refrigerator was not delivered until 4:00 pm on Friday. The late delivery caused Selena to be dissatisfied with Sears delivery service. Selena\'s dissatisfaction with Sears\' delivery service results from

Accepted Answer

Inadequate management of services promised

Question 9

The ad guaranteed that you would be skydiving after only a couple of hours of lessons. Megan was excited at the prospect. After enrolling in the class, she learned that rather than skydiving by herself, which was what the ad implied, she would be skydiving in tandem (belted to another experienced skydiver) due to safety regulations. Megan\'s disappointment was the result of

Accepted Answer

Inadequate management of customer expectations

Question 10

Cookies is a retail store where customers host parties for guests to bake and decorate cookies. Children attending a party staged at Cookies were upset when the adult owners of the store did all of the baking while they watched. The store owner\'s insurance provider had told her that she as not covered is a minor was injured on her premises. The children\'s disappointment was a result of

Accepted Answer

Inadequate management of customer expectations

Question 11

Mike and his rehabilitation confusion

Accepted Answer

Providing inadequate customer education

Question 12

Inadequate customer communication occurs when

Accepted Answer

The service is difficult for the customer to evaluate even after it has been delivered

Question 13

In which of the following services is inadequate customer communication most likely to result in customer dissatisfaction?

Accepted Answer

Physical rehabilitation therapy

Question 14

Customer education is beneficial for closing provider gap 4 when:

Accepted Answer

The supply and demand of the service are not synchronized

Question 15

----- occurs when a service firm develops an advertising campaign without input from operations and contract personnel are not able to deliver service that matches the image portrayed in the advertising

Accepted Answer

Inadequate horizontal communication

Question 16

Vernon has used a Nordic track he wants to sell....... Vernon\'s dissatisfaction with Play It Again Sports is the result of:

Accepted Answer

Differences in policies and procedures

Question 17

Last summer, Kenta and Sawako spent part of their vacation in St. Louis and Boston, staying at the St. Louis Hilton and the Boston Hilton. When they checked in at the St. Louis Hilton the front desk clerk was very friendly and helpful. However, when they checked in at the Boston Hilton, the front desk clerk was cold and indifferent. The inconsistent from desk clerk behavior experienced by Kenta and Sawako resulted from:

Accepted Answer

Inadequate internal marketing communications

Question 18

By having specific guidelines for cleaning a room, Marriott is avoiding one of the problems associated with:

Accepted Answer

Inadequate internal marketing communications

Question 19

---- means transmitting information across functional boundaries in an organization to align all functions with customer expectations

Accepted Answer

Managing horizontal communications

Question 20

Which of the following is NOT a category of strategy that service providers can use to match service promises with service delivery?

Accepted Answer

Integrate the service dimensions

Question 21

Cookies is a retail store where customers host parties for guest to bake and decorate cookies. The store offers customers their money back is the party experience is boring. Cookie\'s is:

Accepted Answer

Offering a service guarantee to manage customer expectations

Question 22

Which of the following is NOT one of the properties of intangibility that has been identified by the research of Banwari Mittal?

Accepted Answer

Dynamic vs. static

Question 23

Which of the following statements about the Banwari Mittal\'s properties of intangibility is true?

Accepted Answer

Services such as an MRI or CAT scan have a high level of mental impalpability

Question 24

Which of the following services is highest in incorporeal evidence?

Accepted Answer

Management consulting

Question 25

Which of the following products has the highest degree of nonsearchability?

Accepted Answer

Massage therapy

Question 26

Joshs teachers describe him as mathematical genius. His parents did not get any education after high school. They have hired josh a tutor even though they do not understand why Josh needs to understand string theory and quantum physics. The tutoring that Josh receives has a high degree of ------ for Josh\'s parents

Accepted Answer

Mental impalpability

Question 27

The chiropractor is using ----- to address service intangibility

Accepted Answer

Using narrative

Question 28

By featuring Marlene Wei in an advertisement, the Four Seasons Hotel is ----- to address service intangibility.

Accepted Answer

Featuring service employees in advertising

Question 29

Because a service is a performance, it often cannot be previewed or inspected in advance. This property of intangibility is known as:

Accepted Answer

Nonsearchability

Question 30

A commercial for Carnival Cruises shows a group of friends scuba diving, rock climbing, dancing and having a really great time. Which strategy for tangibilization is Carnival using in this commercial?

Accepted Answer

Visualization

Question 31

The four strategies of tangibilization proposed by researchers Leonard Berry and Terry Clark are:

Accepted Answer

Association, physical representation, documentation and visualization

Question 32

He did not offer her a free breakfast and Kente swore to never stay at the inns again. The chain of inns needs to:

Accepted Answer

Coordinate its external communications

Question 33

By guaranteeing that all participants in its dance classes will be able to do the foxtrot by the end of their first lesson or their money will be refunded, the Fred Astaire Dance Studio is:

Accepted Answer

Managing customer expectations

Question 34

By instituting the GoldParker System, Hartsfield\'s management has ----- to manage customer expectations:

Accepted Answer

Created a tiered-value service offering

Question 35

Offering choices to the customer is a strategy for:

Accepted Answer

Managing customer expectations

Question 36

Which of the following is NOT a strategy a service provider would use if its goal were to manage customer expectations?

Accepted Answer

Teach customers to avoid peak demand periods and see slow periods

Question 37

By Eddie Bauer offering different delivery options they are:

Accepted Answer

Managing customer expectations

Question 38

Cable TV companies that offer subscribers different programming packages are:

Accepted Answer

Creating tiered-value service offerings

Question 39

Internet service providers that offer subscribers their choice of hook-up speed and type of spam blockers are:

Accepted Answer

Creating tiered-value service offerings

Question 40

Creating tiered value service offerings is a strategy for:

Accepted Answer

Managing customer expectations

Question 41

Because he has a busy practice, new patients for dentist Dr. Kirby Brown are informed that, unless there is an emergency, the first available appointment will be in three months. Dr. Brown is ----- to manage customer expectations

Accepted Answer

Making realistic promises

Question 42

Which of the following is a strategy used for managing customer education?

Accepted Answer

Prepare customers for the service process

Question 43

Preparing customers for the service process is a strategy for:

Accepted Answer

Managing customer education

Question 44

Emory Vision Center has a packet of information that it sends to people who are interested in LASIK surgery. Through it communications with current and potential patients, Emory Vision Center is:

Accepted Answer

Managing customer education

Question 45

Service providers sometimes need to tell customers that services have been performed for them. To get credit for their actions, service providers need to reinforce their actions with appropriate communication about their accomplishment of the service. After which of the following service customers most likely require further information?

Accepted Answer

A fluoride treatment given to a child

Question 46

Under which of the following conditions should a service provider confirm performance to standards and expectations?

Accepted Answer

Answers A, B, and C.  A. The customer cannot evaluate the effectiveness of the service B. The decision maker in the service purchase is different from users of the service C. The service is performed out of sight of the customer

Question 47

Clarifying expectations after the sale is a strategy for:

Accepted Answer

Managing customer education

Question 48

When Sarah opened her savings and checking accounts at First National Bank of CHicago, she was given a brochure entitled \" How to lose wait\" that gave her advice on how to avoid delays at the bank and listed her branch\'s busiest and slowest times. By giving Sarah the \"how to lose wait\" brochure, First National Bank of Chicago is ------- to match service promises with delivery.

Accepted Answer

Managing customer education

Question 49

The aAtlanta Kroger Marketing Area (KMA) publishes a monthly newsletter, Hot Off the Press, to provide information to its employees about food safety and preparation, changes in store encounters, This newsletter is an example of:

Accepted Answer

Vertical communications

Question 50

By involving employees in cross-functional team to align their jobs with end customer requirements, a service firm is:

Accepted Answer

Managing internal marketing communications

Question 51

Any company that disseminates information through different communications channels needs to be concerned with integrating this information so that customers receive unified messages and promises about its offering

Accepted Answer

TRUE

Question 52

A more complex type of integrated marketing communications is needed for goods than for services

Accepted Answer

FALSE

Question 53

Many companies find themselves in the position f having to manage expectations downward

Accepted Answer

TRUE

Question 54

Just as all service providers must advertise, all integration across departments to be able to deliver quality services.

Accepted Answer

FALSE

Question 55

One way to address service intangibility is to offer the customer a variety of choices

Accepted Answer

FALSE

Question 56

An insurance company that used advertising showing satisfied customers thanking the company for their prompt payment after a flood would be addressing service intangibility

Accepted Answer

TRUE

Question 57

The four strategies of tangibilization are documentation, illustration, imitation and physical representation

Accepted Answer

FALSE

Question 58

Service providers should never encourage word-of-mouth communication

Accepted Answer

FALSE

Question 59

If a company\'s goal is to manage customer expectation, it should avoid offering service guarantees

Accepted Answer

FALSE

Question 60

An airline that sells, first-class, business-class, and tourist-class seats on its planes has created tiered-value service offering

Accepted Answer

TRUE

Question 61

It is impossible to manage customer expectations in a business-to-business situation

Accepted Answer

FALSE

Question 62

Once the sale is made, service provider can manage customer education by clarifying expectation after the sale

Accepted Answer

TRUE

Question 63

There is no way to improve the education of the customer after the sale is made

Accepted Answer

FALSE

Question 64

In most companies, it is significantly easier to improve horizontal communications than vertical communications

Accepted Answer

FASLE

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