Questions:
1. ________ is the ability of a company to prepare on a mass basis individually designed products, services, programs, and communications.
Mass customization
Feature fatigue
Performance quality
Conformance quality
Repairability
Question 2. 2. Top service companies are "customer obsessed." They have a clear sense of their target customers and their needs. Their management looks not only at financial performance on a monthly basis, but also at ________.
service performance
tangible rewards
consumer complaints
marketing activities
none of the above
Question 3. 3. To differentiate its service, a provider can add ________ to the package of services already provided.
secondary service features
primary service features
value bundling
branding
price bands of like services
Question 4. 4. There are three steps service firms can take to increase quality control. Which of the following is NOT one of these steps?
Reduce customer contact points
Monitor customer satisfaction
Standardize the service-performance process
Invest in good training procedures
Invest in good hiring procedures
Question 5. 5. The five determinants of service quality include all of the following EXCEPT ________.
empathy
assurance
responsiveness
reliability
reputation
Question 6. 6. Companies may wish to implement a(n) ________ to achieve more growth, to realize higher margins, or simply to position themselves as full-line manufacturers.
up-market stretch
down-market stretch
service-market stretch
consulting-model stretch
obsolescence strategy
Question 7. 7. The five product levels constitute a ________. At each level more customer value is added.
customer-augmented product
customer consumption system
customer value-hierarchy
customer-perceived value
customer hierarchy
Question 8. 8. The ________ of a product mix refers to how many variants are offered of each product in the line.
width
length
depth
consistency
height
Question 9. 9. ________ describes the service program for helping customers keep purchased products in good working order.
Returns
Ordering ease
Installation
Maintenance and repair
Delivery
Question 10. 10. Developing brand strategies for a service requires special attention to choosing brand elements, establishing image dimensions, and ________.
developing a marketing niche
developing an advertising campaign
devising a branding strategy
developing differentiation
none of the above
Question 11. 11. Service firms can design ________ and information programs so that consumers learn more about the brand than the information they get from the service encounter alone.
advertising campaigns
marketing measures
ad agencies
marketing communications
marketing strategy
Question 12. 12. Unlike physical goods, services are produced and ________ simultaneously.
launched
consumed
created
maximized
none of the above
Question 13. 13. There is a(n) ________ where consumer perceptions on a service dimension would be deemed satisfactory, anchored by the minimum level consumers would be willing to accept and the level that customers believe can and should be delivered.
empathy
zone of tolerance
zone of forgiveness
perceived forgiveness
value definition
Question 14. 14. Services can be judged on customer importance and company performance. ________ is used to rate the various elements of the service bundle and identify what actions are required.
SERVQAL
Consumer-quality analysis
Importance-performance analysis
Key-service indices analysis
Reliability-service indices analysis
Question 15. 15. Product-line analysis provides information for two key decision areas-product-line length and ________.
product-length new items
product-mix pricing
product pricing
popular pricing
none of the above
Question 16. 16. ________ are formal statements of expected product performance by the manufacturer.
Insurance
Warranties
Guarantees
Reputation
Marketing statements
Question 17. 17. Capital items are long-lasting goods that facilitate developing or managing the finished product. They include two groups: installations and ________.
natural products
component materials
operating supplies
equipment
none of the above
Question 18. 18. Factors that lead to customer switching behavior include all of the following EXCEPT ________.
problem solving
pricing
inconvenience
ethical problems
none of the above
Question 19. 19. When the physical product cannot be easily differentiated, the key to competitive success may lie in adding valued services and improving their quality. The main service differentiators are ordering ease, delivery, installation, ________, customer consulting, maintenance, and repair.
customer limiting
customer orders
niche marketing
customer training
customer marketing
Question 20. 20. Services differ as to whether they meet a personal need or a ________.
quality need
production need
business need
functional need
customer need