QN=1 There are several reasons why the services sector is increasing in almost
all countries around the world. Which is not one of the contributing
reasons?
a. The knowledge-based industries are growing.
b. Countries are less dependent on agriculture.
c. Some manufacturing firms are now focusing on marketing services as well.
d. The construction and manufacturing industries are booming.
e. More companies are outsourcing some of their service components.
f.
ANS: d
PTS: 1.0
CHAPTER: 1
MIX CHOICES: Yes
QN=2 The three broad categories of things processed in services are
____________, ____________, and ____________.
a. people; physical objects; data
b. people; organizations; documents
c. people; data; projects
d. physical objects; data; documents
e. physical objects; organizations
f.
ANS: a
PTS: 1.0
CHAPTER: 1
MIX CHOICES: Yes
QN=3 A useful way to distinguish between goods and services is to place them
on a continuum from ____________ to ____________.
a. practical; impractical
b. tangible-dominant; intangible-dominant
c. low; high
d. reliable; unreliable
e. prepared; unprepared
f.
ANS: b
PTS: 1.0
CHAPTER: 1
MIX CHOICES: Yes
QN=4 Which of the following is an example of co-production?
a. Withdrawing from an ATM.
b. Eating fast food.
c. Touring an aquarium.
d. Buying a stereo.
e. Selling items on eBay.
f.
ANS: a
PTS: 1.0
CHAPTER: 1
MIX CHOICES: Yes
QN=5 Customers being turned away or having to wait is an implication of which aspect
of services?
a. People may be a part of the service experience.
b. Intangible elements usually dominate value creation.
c. Services are often difficult to visualize and understand.
d. Customers may be involved in co-production.
e. Most services cannot be inventoried.
f.
ANS: e
PTS: 1.0
CHAPTER: 1
MIX CHOICES: Yes
QN=6 The three additional Ps of services marketing that extend the original four
Ps of marketing are _____________, _____________, and
_____________.
a. product; price; place; promotion
b. prospects; process; people; promotion
c. physical environment; process; people
d. prosperity; process; people; promotion
e. physical environment; prosperity; planning; process
f.
ANS: c
PTS: 1.0
CHAPTER: 1
MIX CHOICES: Yes
QN=7 A movie theater seat is an example of _____________.
a. renting durable goods
b. closely engaging customers in the service process
c. renting portions of a larger physical entity
d. the centrality of time to services
e. differences in customer choice criteria
f.
ANS: c
PTS: 1.0
CHAPTER: 1
MIX CHOICES: Yes
QN=8 Education is an example of a/an _____________ service.
a. people-processing
b. information processing
c. mental stimulus processing
d. possession-processing
e. physical processing
f.
ANS: c
PTS: 1.0
CHAPTER: 1
MIX CHOICES: Yes
QN=9 Service firms have reservations systems because.
a. intangible elements usually dominate value creation.
b. most service products cannot be inventoried.
c. distribution may take place through non-physical channels
d. customers may be involved in co-production
e. all of the above
f.
ANS: b
PTS: 1.0
CHAPTER: 1
MIX CHOICES: No
QN=10 Cinema is an example of a/an _____________ service.
a. people-processing
b. information processing
c. mental stimulus processing
d. possession-processing
e. physical processing
f.
ANS: c
PTS: 1.0
CHAPTER: 1
MIX CHOICES: Yes
QN=11 Hotel is an example of a/an _____________ service.
a. people-processing
b. information processing
c. mental stimulus processing
d. possession-processing
e. physical processing
f.
ANS: a
PTS: 1.0
CHAPTER: 1
MIX CHOICES: Yes
QN=12 An example of Information processing service is______________
a. Hairstylist
b. Cinema
c. Banking
d. Hotel
e. Restaurant
f.
ANS: C
PTS: 1.0
CHAPTER: 1
MIX CHOICES: Yes
QN=13 An example of Mental stimulus processing service is__________
a. Hair-cutting
b. Cinema
c. Banking
d. Plumping
e. Restaurant
f.
ANS: B
PTS: 1.0
CHAPTER: 1
MIX CHOICES: Yes
QN=14 An example for a service that offers access to physical environments as a
form of rental is ____________
a. Hair-cutting
b. Dry cleaning
c. Museum
d. Kindergarten
e. Management consultancy
f.
ANS: c
PTS: 1.0
CHAPTER: 1
MIX CHOICES: Yes
QN=15 An example for a service that offers labor and expertise rental is
____________
a. Cinema
b. Bus
c. Museum
d. Gyms
e. Management consultancy
f.
ANS: E
PTS: 1.0
CHAPTER: 1
MIX CHOICES: Yes
QN= 16 Poor task executed by customer may hurt productivity, spoil service
experience and curtail benefits is the implication of___________
a. Most service products cannot be inventories
b. Service is intangible
c. People may be part of service experience
d. Customer may be involved in co-production
E6 Time factor often assumes great important
f.
ANS: D
PTS: 1.0
CHAPTER: 1
MIX CHOICES: Yes
QN= 17 Service producers need to focus on recruit, train and reward employees
because_________
a. Most service products cannot be inventories
b. Service is intangible
c. People may be part of service experience
d. Customer may be involved in co-production
e. Time factor often assumes great important
f.
ANS: C
PTS: 1.0
CHAPTER: 1
MIX CHOICES: Yes
QN= 18 Service producers need to focus educate customer to perform effectively
and provide customer support because______________
a. Most service products cannot be inventories
b. Service is intangible
c. People may be part of service experience
d. Customer may be involved in co-production
e. Time factor often assumes great important
f.
ANS: D
PTS: 1.0
CHAPTER: 1
MIX CHOICES: Yes
QN= 19 Which of the following fields would be least likely to be described as
intangible-dominant?
a. Manufacturing
b. Education
c. Insurance
d. Banking
e. Engineering
f.
ANS: A
PTS: 1.0
CHAPTER: 1
MIX CHOICES: Yes
QN= 20 Which of the following products is an example of intangible dominant?
a. A Funeral
b. A Car rental
c. A hotpot restaurant
d. Magazine subscription
e. Math tutoring
f.
ANS: E
PTS: 1.0
CHAPTER: 1
MIX CHOICES: Yes
QN= 21 Which of the following is not a marketing problem caused by intangibility
of services?
a. Services lack the ability to be stored
b. Services lack patent protection
c. Services are difficult to price
d. Services are difficult to communicate to consumers
e. Consumers are involved in the service production process
f.
ANS: E
PTS: 1.0
CHAPTER: 1
MIX CHOICES: Yes
Chapter 2
QN=1 The three stages in the consumer decision making process are
____________, ____________, and ____________.
a. pre-awareness stage, pre-purchase, purchase stage
b. pre-purchase stage, awareness stage, post-purchase stage
c. service encounter stage, pre-purchase stage, post-purchase stage
d. pre-purchase stage, awareness stage, purchase stage
e. pre-purchase stage, service encounter stage, post-purchase stage
f.
ANS: e
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
QN=2 The prepurchase stage begins with ____________.
a. perceived risk
b. formation of expectations
c. moments of truth
d. evoked set
e. need arousal
f.
ANS: e
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
QN=3 Tangible characteristics that customers can evaluate prior to purchase are
termed ____________.
a. search attributes
b. experience attributes
c. credence attributes
d. satisfaction attributes
e. capital attributes
f.
ANS: a
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
QN=4 Characteristics that customers find hard to evaluate even after
consumption are termed ____________.
a. search attributes
b. experience attributes
c. credence attributes
d. satisfaction attributes
e. capital attributes
f.
ANS: c
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
QN=5 Which of the following is NOT a type of perceived risk in purchasing and using
services?
a. Functional
b. Permanent
c. Financial
d. Physical
e. Social
f.
ANS: B
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
QN=6 The service operations system does not include ____________.
a. physical facilities
b. Equipment
c. other customers
d. technical core
e. Personnel
f.
ANS: C
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
QN=7 During the post-purchase stage, consumers may make satisfaction
judgments that ___________ their experience.
a. negatively confirm, positively confirm, disconfirm
b. positively disconfirm, confirm, negatively disconfirm
c. disconfirm, positively confirm, negatively disconfirm
d. negatively disconfirm, positively disconfirm, positively confirm
e. positively confirm, negatively confirm, negatively disconfirm
f.
ANS: B
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
QN=8 To develop effective marketing strategies, marketers must understand how
people make decisions about buying and using service, what the
experience of service delivery and consumption is like for customers,
and ____________.
a. how they evaluate competitors
b. how they evaluate the experience
c. how often they utilize competitors
d. how often they complain to the service firm
e. the length of their relationship with the service firm
f.
ANS: b
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
QN=9 An example of a service high in credence attribute is _____________.
a. Extreme sports
b. vacation
c. spa
d. musical performance
e. surgery
f.
ANS: e
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
QN=10 Dental customers ____________ to avoid delays and ensure effective use
of dental professionals’ time.
a. sit quietly in the waiting room
b. commit positive word-of-mouth
c. confirm and honor appointments
d. should get to know hygienists
e. provide accurate histories
f.
ANS: c
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
QN=11 All of followings are example of search attributes in restaurant service
EXCEPT_________
a. Menu
b. Decoration
c. Price
d. Staff uniform
e. Restaurant atmosphere
f.
ANS: E
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
QN=12 A client concerns weather her financial situation would really get better
after using financial consulting service is an example of__________
a. Financial risk
b. Functional risk
c. Sensory risk
d. Physical risk
e. Temporal risk
f.
ANS: B
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
QN=13 Jamie don’t want to go to dentist and take care of his bad teeth because he
think it will be very painful is an example of ___________
a. Psychological risk
b. Social risk
c. Sensory risk
d. Physical risk
e. Temporal risk
f.
ANS: D
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
QN=14 According to the Servuction System, factors that influence the customer's
service experience include all of the following EXCEPT____________
a. Price
b. Contact Personnel
c. Inanimate environment
d. Other customers
e. Technical core
f.
ANS: A
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
QN=15 Which of the following components of the Servuction System is NOT
visible to consumers?
a. Contact Personnel
b. Inanimate environment
c. Other customers
d. Technical core
e. Service Delivery System
f.
ANS: D
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
QN=16 A customer attempted to pay his bill with his American Express credit
card; however, the service firm did not accept American Express. Which
of the following components of the Servuction Model influenced the
customer's experience?
a. The other customers
b. Contact personnel
c. Inanimate environment
d. Technical core
e. Service provider
f.
ANS: D
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
QN=17 A customer felt extremely comfortable because of the relaxation music
that staff play inside the spa. Which of the following components of the
Servuction Model influenced the customer's experience?
a. The other customers
b. Contact personnel
c. Inanimate environment
d. Technical core
e. Service provider
f.
ANS: C
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
QN=18 A customer had a bad experience with the coffee shop as he got a bad
argument with his friends. Which of the following components of the
Servuction Model influenced the customer's experience?
a. Other customers
b. Contact personnel
c. Inanimate environment
d. Technical core
e. Service provider
f.
ANS: A
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
QN=19 Which one of the following methods is less likely to be the solution that
customer will reach for to reduce their perceived risks
a. Searching for independent reviews and ratings
b. Watching TV commercial
c. Looking for guarantees and warranties
d. Seeking information from family and friends
e. Examining tangible cues of services
f.
ANS: B
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
QN=20 The minimum level of service customers will accept without being
dissatisfied is ___________
a. Desired service
b. Adequate service
c. Predicted service
d. Tolerable service
e. Acceptable service
f.
ANS: B
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
QN=21 Service provider promises, word – of – mouth, and past experience will
affect to customers’ ___________ - the level of service customers actually
anticipate receiving.
a. Desired service
b. Adequate service
c. Predicted service
d. Tolerable service
e. Acceptable service
f.
ANS: C
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
QN=22 ___________ , the type of service customers hope to receive, is a
combination of what customers believe can and should be delivered based
on personal needs.
a. Desired service
b. Adequate service
c. Predicted service
d. Tolerable service
e. Acceptable service
f.
ANS: A
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
QN=23 The zone between Desired Service and Adequate Service is __________
a. Zone of acceptance
b. Zone of satisfaction
c. Zone of tolerance
d. Zone of variation
e. Zone of possibility
f.
ANS: C
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
QN=24 One example of Technical core in Servuction system in a hotel is _______
a. The software to manage availability of room
b. The music played in the lobby
c. The lavender scent in the room
d. The uniform of the staff
e. The bill for customers
f.
ANS: A
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
QN=25 The Theator is a useful metaphor for understanding service encounter. In
this metaphor, service facilities are considered as___________
a. Scripts
b. Roles
c. Stage
d. Actors
e. Blueprintings
f.
ANS: C
PTS: 1.0
CHAPTER: 2
MIX CHOICES: Yes
CHAPTER 3
QN=1 Brand positioning can do all of the following except ____________.
a. generate interest in a service
b. create awareness for a service
c. meet customers’ needs for a service
d. differentiate a service
e. increase adoption of a service
f.
ANS: C
PTS: 1.0
CHAPTER: 3
MIX CHOICES: Yes
QN=2 Which of the following is NOT one of the four basic focus strategies?
a. Service focused
b. Unfocused
c. Fully focused
d. Refocused
e. Market focused
f.
ANS: D
PTS: 1.0
CHAPTER: 3
MIX CHOICES: Yes
QN=3 A ____________ is composed of a group of buyers who share common
characteristics, needs, purchasing behavior, or consumption patterns.
a. target class
b. Class
c. focal segment
d. market segment
e. target segment
f.
ANS: D
PTS: 1.0
CHAPTER: 3
MIX CHOICES: Yes
QN=4 A(n) ____________ is one that a firm has selected from among those in
the broader market and may be defined on the basis of several
variables.
a. general segment
b. segmentation field
c. target segment
d. holistic segment
e. mass customization
f.
ANS: C
PTS: 1.0
CHAPTER: 3
MIX CHOICES: Yes
QN=5 Which of the following is the best example of a determinant characteristic for
airline travel?
a. Oxygen masks
b. Plane size
c. Quality of food and drinks
d. Having cocktail service
e. Floatation devices
f.
ANS: C
PTS: 1.0
CHAPTER: 3
MIX CHOICES: Yes
QN=6 ____________, refers to an explicit form of positioning strategy that is based
upon offering several price-based classes of service concept, each based on
packaging a distinct level of service performance across many attributes.
a. Service tiering
b. Service conscription
c. Broad-basing
d. Price-setting
e. Matching
f.
ANS: A
PTS: 1.0
CHAPTER: 3
MIX CHOICES: Yes
QN=7 Market analysis addresses all of the following factors EXCEPT
____________.
a. overall level of demand
b. trend of demand
c. government regulations
d. geographic location of demand
e. market analysis addresses all of the above factors
f.
ANS: E
PTS: 1.0
CHAPTER: 3
MIX CHOICES: No
QN=8 Competitive analysis addresses all of the following factors EXCEPT
____________.
a. examines competitors’ strengths
b. identifies competitors’ future positioning
c. examines competitors’ current positioning
d. examines competitors’ weaknesses
e. suggest opportunities for differentiation
f.
ANS: B
PTS: 1.0
CHAPTER: 3
MIX CHOICES: Yes
QN=9 Which of the following is most likely the determinant attribute for customers of
bus service.
a. number of bus
b. Reach
c. bus times
d. online booking of services
e. Staff attitude
f.
ANS: B
PTS: 1.0
CHAPTER: 3
MIX CHOICES: Yes
QN=10 A company that offers a wide range of services to a narrowly defined
target segment is using ____________ strategy
a. Market focus
b. Fully focus
c. Service focus
d. Customer focus
e. Unfocus
f.
ANS: A
PTS: 1.0
CHAPTER: 3
MIX CHOICES: Yes
QN=11 Mc Donald serves a broad customer base with a largely standardized
product. Which of the followings best describe their strategy?
a. Market focus
b. Fully focus
c. Service focus
d. Customer focus
e. Unfocus
f.
ANS: C
PTS: 1.0
CHAPTER: 3
MIX CHOICES: Yes
QN=12 Disney creates fantasy for children all over the world with their TV
Channel, Retail store, Theme Park, etc… Which of the followings best
describe their strategy?
a. Market focus
b. Fully focus
c. Service focus
d. Customer focus
e. Unfocus
f.
ANS: A
PTS: 1.0
CHAPTER: 3
MIX CHOICES: Yes
QN=13 _____________strategy often looks attractive because firm can sell
multiple services to a single buyer.
a. Market focus
b. Fully focus
c. Service focus
d. Customer focus
e. Unfocus
f.
ANS: A
PTS: 1.0
CHAPTER: 3
MIX CHOICES: Yes
QN=14 _____________strategy often allows companies to charge premium price
because of their expertise in the market
a. Market focus
b. Fully focus
c. Service focus
d. Customer focus
e. Unfocus
f.
ANS: B
PTS: 1.0
CHAPTER: 3
MIX CHOICES: Yes
QN=15 Companies that use ____________strategy might be in danger of being
“Jacks of all trades and masters of none”.
a. Market focus
b. Fully focus
c. Service focus
d. Customer focus
e. Unfocus
f.
ANS: E
PTS: 1.0
CHAPTER: 3
MIX CHOICES: Yes
QN=16 Which one of the following is NOT a basic elements to write a good
positioning statement:
a. Target Audience
b. Range of Price
c. Frame of Reference
d. Point of Different
e. Reason to Believe
f.
ANS: B
PTS: 1.0
CHAPTER: 3
MIX CHOICES: Yes
