Marketing Principles – quiz 12 – Flashcards

A(n) ________ is a characteristic that can be assessed only after use, such as the quality of a meal in a restaurant. a. experience quality b. credence quality c. search quality d. homogenous quality

________ refers to the inability of services to be touched, seen, tasted, heard, or felt in the same manner that goods can be sensed. a. Perishability b. Inseparability c. Intangibility d. Perishability

Gap 5 of the gap model of service quality is the gap between: a. what management thinks customers want and the quality specifications that management develops to provide the service. b. the service quality specifications and the service that is actually provided. c. the service that customers receive and the service they want. d. what management thinks customers want and the quality specifications that management develops to provide the service.

In the gap model of service quality, gap 3 is best described as the gap between: a. what the company provides and what the customer is told it provides. b. the service quality specifications and the service that is actually provided. c. the service that customers receive and the service they want. d. what customers want and what management thinks customers want.

________ processing refers to services directed at people's minds. a. Possession b. Information c. Mental stimulus d. Possession

Healthcare is an example of services involved in ________ processing. a. mental stimulus b. possession c. people d. mental stimulus

In the gap model of service quality, gap 1 is the result of: a. employees not having the skills and the proper tools to perform their jobs. b. a lack of understanding or a misinterpretation of the customers' needs, wants, or desires. c. management's inability to translate customers' needs into delivery systems within the firm. d. the inability of management and employees to do what should be done.

To succeed in the global marketplace, service firms must first: a. educate themselves about the laws and customs of the target market. b. develop a competitive advantage in overseas markets. c. determine the nature of their core product. d. educate themselves about the laws and customs of the target market.

Leander's dentist sends him an e-mail after each visit, thanking him for the visit and asking if he was satisfied with the services he received. Which of the following promotional strategies is the dentist using? a. Stressing tangible cues b. Emphasizing the perishable nature of the transaction c. Engaging in post-purchase communication d. Stressing tangible cues

The main pricing objective of nonprofit organizations is to: a. maximize stockholder revenue. b. partially or fully defray costs. c. target return on sales. d. maximize returns on investments.

The variability of the inputs and outputs of services, which causes services to tend to be less standardized and uniform than goods, is known as ________ . a. heterogeneity b. inseparability c. perishability d. intangibility

________ refers to the inability of services to be stored, warehoused, or inventoried. a. Inhomogeneity b. Inhomogeneity c. Perishability d. Intangibility

Which of the following is an example of a promotional strategy using personal information sources? a. A restaurant uses instantly recognizable brand logos prominently at its entrances. b. A gym uses endorsements from action stars and athletes in its advertisements. c. A hotel puts chocolate mints on the pillows in its guests' rooms. d. A holiday resort collects feedback from travelers following a vacation trip.

Creating realistic customer expectations through honest, accurate communication about what the firms can provide can close ________ of service quality. a. gap 4 b. gap 3 c. gap 1 d. gap 2

While pricing services, operations-oriented pricing seeks to: a. maximize the number of customers using the service. b. match the prices of the global competitors. c. maximize the surplus of income over costs. d. match supply and demand by varying prices.

The practice of treating employees as customers and developing systems and benefits that satisfy their needs is called ________ . a. multilevel marketing b. internal marketing c. direct marketing d. global marketing

Which of the following statements best defines the gap model? a. It is the model identifying areas that can cause problems in service delivery and influence customer evaluations of service quality. b. It is the model that categorizes a firm's product offerings into four groups based on their market share and the growth rate of that market. c. It is the plan implemented by a company to generate revenue and earn profits from operations. d. It is the business analysis model that identifies common stages in the life of commercial products.

A group of services that support or enhance the core service are called ________ . a. gap services b. gap services c. supplementary services d. inseparable services