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The correct answer for each question is indicated by a This is the correct answer..

1. Services can be divided into four distinct categories. They are service industries and companies, services as products, customer service, and:- derived services

Feedback: Are you confusing this term with unsought product? Try again.

2. Which of the following products is an example of intangible dominant?- math tutoring

3. One of the sources of specific demand for services marketing concepts has come from:

A) antitrust controversiesB) a desire to act more ethicallyC) oligopolistic industriesD) deregulated industriesE) none of the above

Feedback: This is not a topic that is discussed in this chapter. See the section, entitled, "Deregulated Industries and Professional Service Needs," p. 8.4 INCORRECTWhich of the following statements is a plausible theory used to explain why customers are dissatisfied with the service they are receiving?

A) Delivering consistent, high-quality services is not easy.B) Organizations have made themselves too lean.C) Customer expectations are higher because of the excellen

t service some companies provide.D) Technology-based services are hard to implement.E) All of the above statements is a plausible theory used t

o explain why customers are dissatisfied with the service they are receivingFeedback: Another alternative contains a better answer.5 INCORRECTTechnology can both support and enhance services and creative unwanted negativeoutcomes as well. Which of the following is NOT one of central paradoxes of technological products?

A) harmony/disharmonyB) competence/incompetenceC) efficiency/inefficiencyD) freedom/enslavementE) assimilation/isolation

Feedback: Technology can make the time spent on some tasks shorter while extending the time it takes to complete other tasks.6 CORRECT

_____ results because no two customers are precisely alike; each will have unique demands or experience the service in a unique way.

A) HomogeneityB) DisharmonyC) Heterogeneity

D) TangibilityE) PerishabilityFeedback: This is the correct answer. No two services produced by humans are ever produced exactly alike.7 INCORRECTH&R Block prepares income tax forms for its customers. Because many people avoid

doing their taxes until the last minute, H&R Block offices are busiest during the six-week period prior to the tax filing deadline. The company instituted a sales promotion which awarded customers who had their taxes prepared early the opportunity to win double the amount of their tax refund. This strategy is to deal

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with the _____ nature of services.A) standardizedB) perishableC) TangibleD) heterogeneousE) homogeneous

Feedback: Intangibility is one of the most basic distinguishing characteristic of services. The implications of service intangibility are listed in Table 1.3, p. 18.8 INCORRECTIn addition to the traditional four Ps, the services marketing mix includes people, physical evidence, and:

A) perishabilityB) preparationC) ProductionD) planningE) process

Feedback: This is not one of the elements of the services marketing mix.9 INCORRECTServices are made up of which three core series?

A) Deeds, processes, and performancesB) Deeds, processes, and analysisC) Planning, processes, and performancesD) Deeds, pricing points, and performances

E) Deeds, marketing techniques, and brand awarenessFeedback: Try again. See the section of the book entitled, "What Are Services?,"p. 4.

10 CORRECTCorporations that focus on these three strategies are more profitable:

A) Return on Investment, revenue generation, and service quality

B) Customer satisfaction, market research, and service quality

C) Customer satisfaction, revenue generation, and service quality

D) Customer satisfaction, revenue generation, and market demands

E) Advertising, promotional events, and service qualityFeedback: This is the correct answer. See p. 9.11 INCORRECTAll businesses and organizations that operate on the Internet are essentially providing what?

A) InformationB) Ability to shop on-lineC) Visual cues for their productsD) The ability to target specific segments of the marketE) Services

Feedback: Try again. Another alternative contains a better answer.12 CORRECTWhen customers frequently interact with each other during the service production

process and potentially affect each others' experiences, this is also known as:A) HeterogeneityB) SimultaneityC) PerishabilityD) ServicescapesE) Derived services

Feedback: This is the correct answer. For example, strangers seated next to eachother in an airplane may well affect the nature of the service experience for e

ach other. See 19.13 INCORRECT

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What are the cues that provide excellent opportunities for the firm to send consistent and strong messages regarding the organization's purpose, the intended market segments, and the nature of the service?

A) Media advertisingB) Promotional eventsC) Mystery shoppersD) Physical evidenceE) Market research

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