Description

• Question 1

4 out of 4 points

	Because of the _____ of services, service producers find themselves playing a role as part of the product itself and an essential ingredient in the service experience for the consumer.

• Question 2

4 out of 4 points

	Yesterday, Mike went to the dentist for his 6-month check-up. Two weeks before he went to the dentist, he called the office to make an appointment. The day before his check-up, the office’s receptionist called him to confirm his appointment. When Mike arrived at the office, he checked in with the receptionist and then waited in the waiting room for 15 minutes, reading a magazine, before being greeted by the dental hygienist, who escorted him to an examination room. The dentist entered the room, greeted Mike, examined Mike’s teeth, took a set of x-rays, and asked the dental hygienist to clean Mike’s teeth. When his teeth were cleaned, the hygienist told Mike he should return in 6 months for another check-up. Mike experienced the _____ element of the dental office’s services marketing mix.

• Question 3

4 out of 4 points

	Which of the following statements describes a marketing implication that results from the simultaneous production and consumption of services?

• Question 4

4 out of 4 points

	Which of the following statements describes a marketing implication that results from the intangibility of services?

• Question 5

4 out of 4 points

	In addition to the elements of the traditional marketing mix, the expanded mix for services includes

• Question 6

0 out of 4 points

	Historically, the Japanese have had poor dental care. As part of their beauty regimen, the Japanese do have a habit of lightening and whitening their skin. Teethart has developed “tooth manicure” salons, which allow Japanese to match their teeth coloration to their skin. Each treatment takes place in a small booth, which contains an ergonomically-designed chair, muted lights, and New Age-style music. The walls are painted calming shade of blues and greens. Teethart uses the _____ element of its service to reduce stress associated with dental procedures.

• Question 7

4 out of 4 points

	The _____ gap is the difference between customer perceptions and expectations.

• Question 8

4 out of 4 points

	The 25th Hour Inc. is a business that runs errands for people. Its employees have been called in to care for a toddler when her mother went into labor, to buying groceries for a mother who wanted to attend her child’ soccer game, and to decorate for parties. If any customer is not completely happy with the service The 25th Hour provides, its employees are told to immediately refund the customer’s money (less any expenses) as soon as the complaint is made known. This sort of service recovery policy helps to narrow provider _____ of the gaps model of service quality.

• Question 9

4 out of 4 points

	_____ standards are operations standards set by a service firm to correspond to customer expectations.

• Question 10

4 out of 4 points

	Customer _____ are beliefs about service delivery that function as standards against which performance is judged.

• Question 11

4 out of 4 points

	States or conditions essential to the physical or psychological well-being of a customer that are pivotal factors that shape what customers desire in a service are known as

• Question 12

4 out of 4 points

	Customers’ tolerance zones vary for different service attributes or dimensions. The_______________ the factor, the __________ the zone of tolerance is likely to be.

• Question 13

4 out of 4 points

	The _____ is the customer’s underlying generic attitude about the meaning of service and the proper conduct of service providers.

• Question 14

4 out of 4 points

	Instead of cooking dinner themselves, Janice and her roommate Selema decided to order pizza and have it delivered to their apartment. Although Janice and Selema usually order pizza from Pizza Hut, they had recently received coupons in the mail from two other neighborhood pizza restaurants, JoJi’s Gourmet Pizza and Angelo’s Pizzeria, for discounts on the purchase of two medium pizzas. JoJi’s Gourmet Pizza and Angelo’s Pizzeria are providing the roommates with:

• Question 15

4 out of 4 points

	When a customer chooses between a restaurant in a pricy suburb of Atlanta and a restaurant in a small farming community 45 miles away, there is a _____ made by the locations that the customer will be more likely to find exotic cuisine and better trained servers at the downtown Atlanta restaurant.

• Question 16

4 out of 4 points

	________ quality refers to how a service is delivered to the customer.

• Question 17

4 out of 4 points

	Which of the following in NOT an example of technical outcome quality?

• Question 18

4 out of 4 points

	_____ has consistently proven to be the most important determinant of service quality.

• Question 19

4 out of 4 points

	The Learning Academy provides tutoring for children who are having trouble mastering some skill in school–whether it is math, reading, studying, or something else. It wants to monitor and determine the strengths and weaknesses of The Learning Academy’s curriculum. Which of the following types of research should The Learning Academy use to realize this objective?

• Question 20

4 out of 4 points

	Which of the following statements describes a benefit of critical incident studies?

• Question 21

4 out of 4 points

	Trailer calls are also called:

• Question 22

4 out of 4 points

	Salespeople for college texts call on college instructors to sell them on using a particular text for their classes. Improvements in efficiency have led some publishers to stop making sales calls altogether on smaller colleges. It is a much better use of the sales force’s time to call on schools with large classes and big adoption rates. From the customer’s point of view, this application of the profitability tier:

• Question 23

4 out of 4 points

	How would a day care center operator benefit from the implementation of relationship marketing with the parents of three preschool children?

• Question 24

4 out of 4 points

	According to the _______, while advertising, sales and promotions pour profits into your company, there will always be some customer defection, which has the potential to grow larger.

• Question 25

4 out of 4 points

	The _______ suggests an initially disappointed customer who has experienced good service recovery might be even more satisfied and loyal as a result.