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
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
3. To differentiate its service, a provider can add ________ to the package of services already provided. (Points : 5)
- secondary service features
- primary service features
- value bundling
- branding
- price bands of like services
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
5. The five determinants of service quality include all of the following EXCEPT ________.
- empathy
- assurance
- responsiveness
- reliability
- reputation
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
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
8. The ________ of a product mix refers to how many variants are offered of each product in the line.
- width
- length
- depth
- consistency
- height
9. ________ describes the service program for helping customers keep purchased products in good working order. (Points : 5)
- Returns
- Ordering ease
- Installation
- Maintenance and repair
- Delivery
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
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
12. Unlike physical goods, services are produced and ________ simultaneously.
- launched
- consumed
- created
- maximized
- none of the above
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
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
15. Product-line analysis provides information for two key decision areas-product-line length and ________. (Points : 5)
- product-length new items
- product-mix pricing
- product pricing
- popular pricing
- none of the above
16. ________ are formal statements of expected product performance by the manufacturer. (Points : 5)
- Insurance
- Warranties
- Guarantees
- Reputation
- Marketing statements
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
18. Factors that lead to customer switching behavior include all of the following EXCEPT ________. (Points : 5)
- problem solving
- pricing
- inconvenience
- ethical problems
- none of the above
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
20. Services differ as to whether they meet a personal need or a ________.
- quality need
- production need
- business need
- functional need
- customer need