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Exam 13: Services: the Intangible Product

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Question 71

Multiple Choice

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To meet or exceed customers' expectations,marketers must

A) know where customers live.
B) know how often consumers buy their products.
C) determine what those expectations are.
D) recognize that expectations are tangible.
E) empower customers to meet their own expectations.

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Question 72

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Empowerment is when __________ are authorized to make decisions to help their customers and,as a result,service quality generally improves.

A) consultants
B) middle managers
C) corporate executives
D) production control managers
E) frontline employees

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Question 73

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A systematic ____________ program collects customer inputs and integrates them into managerial decisions.

A service is any intangible offering that involves a deed,performance,or effort that

Garrett was impressed with the service he received at a local wine store.He thought the salesperson was attentive and knowledgeable.His friend,Juanita,who was with him and is very knowledgeable about wine,thought the salesperson was pushy and not well informed.What does this example suggest about customers' service expectations?

By changing a standard from "be nice to customers" to "greet every customer,and if possible by name," a services marketing manager has created a(n) __________ goal.

A __________ gap can be closed by getting employees to meet or exceed service standards.

What is the difference between a service standard of "be nice to customers" as compared to a service standard of "greet every customer,and if possible by name"?

The zone of tolerance refers to the area between customers' expectations regarding their desired service and the minimum level of acceptable service.

Service employees at the airlines' flight cancellation desks frequently encounter travelers who get emotional about canceled or delayed flights.The first thing these employees should do is

The new hotel manager asked the chef,"Are you sure you know how to cook Beef Wellington?" Which of the service dimensions was the hotel manager expressing concern about?

Most retail stores in the United States do 60 percent or more of their business in the period between Thanksgiving and Christmas.What can these stores do to get sales staff to provide "service with a smile" during this stressful part of the year?

Gerald's Tire Service provides each employee with a clean,sharp-looking uniform.It also instructs employees to put all tools back where they belong and keep the work area clean and uncluttered.Gerald's Tire Service emphasizes __________ in the five service quality dimensions.

Sean moved to take a new job,and when he got sick he needed to find a doctor.He discovered during the visit that he didn't like the one he had chosen,and he knew he'd never go back to that doctor.From a marketing perspective,his situation highlights one of the key differences between products and services,known as

Because services are __________,it is often difficult for marketers to convey the benefits to consumers.

The old cliché "service with a smile" recognizes the fact that

When travelers are bumped from overbooked flights,they are frequently offered vouchers good for future travel.The dollar value of the voucher is the airline's estimate of

The marketing of services differs from product marketing because services are all of these except

When corporate headquarters announced new service quality standards for pizza franchise owners,Roland knew he would have trouble gaining employees' support because

Firms can close a __________ gap by being more realistic about the services they can provide and managing customer expectations.