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Exam 1: Introduction to Services

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Question 41

Multiple Choice

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The first time Alexis went to take golf lessons, she had a golf pro who was very patient with her and who was able to pinpoint what she was doing wrong without making her feel uncoordinated. Her second golf lesson was not nearly as helpful. The golf pro who gave the lesson wanted Alexis to watch what he was doing and imitate his swing. He was unable to verbalize his instructions. Alexis's experience with the two golf instructors illustrates the _____ of service.

A) Intangibility
B) Heterogeneity
C) Simultaneous production and consumption
D) Perishability
E) Divisibility

F) A) and B)
G) B) and C)

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Question 42

Multiple Choice

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In the simplest terms, _____ are deeds, processes and performances.

A) Attributes
B) Experiences
C) Services
D) Goods
E) Benefits

F) B) and E)
G) A) and E)

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Question 43

Multiple Choice

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Which of the following statements about how technology has positively influenced service is true?

What is the key determinant of whether a product is a good or a service?

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.

Which element of the services marketing mix is influenced by the health inspector's report that is prominently displayed in all restaurants?

When Alicia and Jordan dined at Formia Ristorante, a contemporary Italian restaurant in New Jersey, they both enjoyed Formia's coy, smart and embracing atmosphere. Formia creates this atmosphere with a single large dining room that measures 20 by 60 feet and contains 14 roomy tables. Ceiling fans slowly swirl as candlelight dances across the tables that are attentively cared for by servers. Vertical pink and white florid patterns emerge from old wainscoting. Finally, Formia's two-page menu offers guests a range of pasta, chicken, veal and seafood entrees, in addition to nightly specials that are handwritten and presented on large index cards. Alicia and Jordan experienced the _____ element of Formia Ristorante's services marketing mix.

According to the concept of derived services, the value derived from physical goods is really the service provided by the good, not the good itself.

An airline is concerned with whether its passengers are satisfied with how their luggage is handled before, during and after a flight. With which element of the services marketing mix is the airline concerned?

Which elements of the services marketing mix is being used when the guy preparing pizzas in the front window of an Italian restaurant tosses the pizza dough in the air?

Weight loss centers provide moral support and weight-loss aids to those who believe they need to diet. The centers often use before and after pictures of their most successful cases to overcome problems associated with which service characteristic?

Despite the importance of services and the bottom-line profit potential for services, consumers perceive that overall the quality of service they are receiving is declining.

The first time Terry brought his car to Auto Lube to have the oil changed he was very satisfied with the service. The service manager consulted him several times while his car was being serviced, asked him if there were any problems with the car, recommended when additional services should be performed and answered questions directly and politely. However, when Terry went back to Auto Lube after three months to have his oil changed again, he was not satisfied with the service. The manager spoke to him only when he arrived and when he paid his bill. In addition, the manager was impatient and unfriendly during the interaction. Terry's experience at Auto Lube illustrates the _____ of services.

The most basic and universally cited, difference between goods and services is:

Which of the following is an example of the people element of an airline company's services marketing mix?

Without good mailing lists, businesses cannot engage in effective direct-marketing advertising. On average 20 percent of the U.S. population moves annually. Return Path is a company that provides changes of addresses to businesses. It takes a business's mailing list, compares it to address changes that it gathers daily in its database and makes any necessary corrections. Return Path is a part of which trend in the services marketing industry?

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

Which of the following is an intangible component of a car repair shop?

The seven elements of the marketing mix for services are product, promotion, place, price, process, physical evidence and people.

Which of the following is an example of a tangible component provided by a hotel?