Marketing Management question bank kotler

Question
Marketing Management question bank
Chapter 13: Designing and Managing Services

GENERAL CONCEPT QUESTIONS

Don't use plagiarized sources. Get Your Custom Essay on
Marketing Management question bank kotler
Just from $13/Page
Order Essay

Multiple Choice

1. Service industries are everywhere. They include the government sector, private nonprofit sector, business sector, manufacturing sector, and the ________.

a. insurance salespeople

b. seasonal workers

c. temporary workers

d. retail sector

e. none of the above

2. Manufacturers, distributors, and retailers can provide ________ services, or simply excellent customer service, to differentiate themselves.

a. financial

b. value-added

c. sales

d. marketinga

e. distribution

3. There are five categories of offerings for a service. It can be either a minor or a major component of the company’s offerings. Which of the following is NOTone of these five categories?

a. Pure tangible good

b. Tangible good with accompanying services

c. Hybrid

d. Major service with accompanying minor goods and services

e. Major service with accompanying major goods

4. Which of the following would be an example of a hybrid service?

a. University

b. Professor

c. Restaurant

d. Soap manufacturer

e. Airline

5. Which of the following would be an example of a pure service?

a. Insurance

b. Airlines

c. Car dealer

d. Copier company

e. None of the above

6. Services vary as to whether they are equipment based or ________.

a. service based

b. people based

c. process based

d. historical based

e. none of the above

7. Some services require that the client be present to conduct the service. An example of such a service is a ________.

a. vending machine

b. fast-food meal

c. medical operation

d. car repair

e. tax service

8. Services differ as to whether they meet a personal need or a ________.

a. quality need

b. production need

c. business need

d. functional need

e. customer need

9. Services high in ________qualities are those services that have characteristics the buyer normally finds hard to evaluate even after consumption.

a. equipment

b. search

c. experience

d. personal attention

e. credence

10. Services have four distinctive characteristics that greatly affect the design of marketing programs. Which of the following is NOTone of these characteristics?

a. Intangibility

b. Communicability

c. Variability

d. Perishability

e. None of the above

11. Services cannot be seen, tasted, felt, or heard before they are bought. To reduce uncertainty, buyers will look for evidence of quality. They will draw inference about quality from place, people, and price they see. Therefore, the service provider’s task is to “________.”

a. communicate value

b. manage the evidence

c. go full speed ahead

d. provide high touch, high price

e. none of the above

12. Service companies can try to demonstrate their service quality through physical evidence and ________.

a. predatory pricing

b. people

c. pricing

d. profits

e. presentation

13. Unlike physical goods, services are produced and ________ simultaneously.

a. launched

b. consumed

c. created

d. maximized

e. none of the above

14. One of the special features of services marketing is the provider–client interaction. This is defined as when the client is also ________ as the service is produced.

a. prominent

b. productive

c. producing

d. present

e. paying

15. Services depend on who provides them and when and where they are provided. They are highly ________.

a. suspect

b. variable

c. consistent

d. substandard

e. none of the above

16. Better-trained personnel exhibit several characteristics such as ________, which means they perform the service consistently and accurately.

a. reliability

b. courtesy

c. credibility

d. competence

e. responsiveness

17. Better-trained personnel exhibit several characteristics such as ________, which means they respond quickly to customers’ requests and problems.

a. reliability

b. courtesy

c. credibility

d. competence

e. responsiveness

18. There are three steps service firms can take to increase quality control. Which of the following is NOTone of these steps?

a. Reduce customer contact points

b. Monitor customer satisfaction

c. Standardize the service-performance process

d. Invest in good training procedures

e. Invest in good hiring procedures

19. A ________ is a tool that allows service providers to simultaneously map out the service process, the points of customer contact, and the evidence of service from the customer’s point of view.

a. service guarantee

b. service blueprint

c. communication material

d. credence quality

e. tangible good

20. Services cannot be stored. This concept is unique to service marketers and is called ________.

a. standardization

b. heterogeneity

c. perishability

d. intangibility

e. none of the above

21. To match demand and supply, service marketers can utilize a number of strategies on the demand side. Which of the following is NOTone of these strategies?

a. Provide complementary services to waiting customers

b. Cultivate nonpeak demand

c. Differential pricing

d. Share services

e. Manage demand levels through a reservation system

22. To match supply and demand on the supply side, marketers can employ a number of strategies. Which of the following is NOTone of these strategies?

a. Maximize peak-time efficiency

b. Employ a reservation system

c. Increase consumer participation

d. Utilize part-time employees

e. Share services

23. According to Berry, Parasuraman, and Zeithaml, ________ is the single most important dimension of service quality.

a. listening

b. fair play

c. reliability

d. service design

e. recovery

24. Firms have decided to raise fees and lower service to those customers who barely pay their way and to coddle big spenders to retain their patronage as long as possible, an example of organizing customers by ________.

a. purchase frequency

b. profit tiers

c. psychographic characteristics

d. social influence

e. none of the above

25. There are shifts that favor the customer in the client relationship. Customers are now becoming more sophisticated about buying product-support services and are pressing for ________.

a. selective pricing

b. institutional pricing/services

c. substitute services

d. promotional pricing

e. services unbundling

26. Holistic marketing for services requires external, ________, and internal marketing.

a. exceptional

b. incremental

c. consistent

d. interactive

e. influential

27. In the context of holistic marketing, ________ describes the normal work of preparing, pricing, distributing, and promoting the service to customers.

a. internal marketing

b. correlated marketing

c. external marketing

d. integrated marketing

e. universal marketing

28. Factors that lead to customer switching behavior include all of the following EXCEPT ________.

a. problem solving

b. pricing

c. inconvenience

d. ethical problems

e. none of the above

29. Clients judge the service outcome not only by its ________ but also by its functional quality.

a. length of time

b. price

c. attributes

d. completeness

e. technical quality

30. ________ describes the employees’ skill in serving the client.

a. Interactive marketing

b. Internal marketing

c. Client marketing

d. Fixed marketing

e. Technical marketing

31. According to the service-quality model, the first “gap” is the one between ________.

a. perceived service and expected service

b. service delivery and external communications

c. service-quality specifications and service delivery

d. management perception and service-quality specification

e. consumer expectation and management perception

:

32. According to the service-quality model, the second “gap” is the one between ________.

a. perceived service and expected service

b. service delivery and external communications

c. service-quality specifications and service delivery

d. management perception and service-quality specification

e. consumer expectation and management perception

33. According to the service-quality model, the third “gap” in their service-quality model is the gap between ________.

a. perceived service and expected service

b. service delivery and external communications

c. service-quality specifications and service delivery

d. management perception and service-quality specification

e. consumer expectation and management perception

34. According to the service-quality model, the fourth “gap” is the one between ________.

a. perceived service and expected service

b. service delivery and external communications

c. service-quality specifications and service delivery

d. management perception and service-quality specification

e. consumer expectation and management perception

35. According to the service-quality model, the fifth “gap” is the one between ________.

a. perceived service and expected service

b. service delivery and external communications

c. service-quality specifications and service delivery

d. management perception and service-quality specification

e. consumer expectation and management perception

36. The five determinants of service quality include all of the following EXCEPT ­________.

a. empathy

b. assurance

c. responsiveness

d. reliability

e. reputation

37. There is a(n) ________ where consumer perceptions on a service dimension would be deemed satisfactory, anchored by the minimum level consumers would be willing to accept and the level that customers believe can and should be delivered.

a. empathy

b. zone of tolerance

c. zone of forgiveness

d. perceived forgiveness

e. value definition

38. Top service companies are “customer obsessed.” They have a clear sense of their target customers and their needs. Their management looks not only at financial performance on a monthly basis, but also at ________.

a. service performance

b. tangible rewards

c. consumer complaints

d. marketing activities

e. none of the above

39. A service company can differentiate itself on three levels. The first is reliability, the second is resilience, and the third is ________.

a. assuredness

b. employees

c. innovativeness

d. teamwork

e. none of the above

40. Not all SSTs improve service quality, but they have the potential of making service transactions more accurate, ________, and faster.

a. convenient

b. discounted

c. inconvenient

d. popular

e. none of the above

:

41. When initiating self-service technologies, some companies have found that the biggest obstacle is not the technology itself, but ________ customers to use it.

a. enticing

b. becoming familiar with

c. adapting

d. utilizing

e. convincing

:

42. Top firms audit both their own and their competitors’ service performance on a regular basis by collecting ________ measurements to probe customer satisfaction.

a. chat room

b. voice of the customer

c. e-mail solicitation

d. consumer activist group

e. none of the above

43. Services can be judged on customer importance and company performance. ________ is used to rate the various elements of the service bundle and identify what actions are required.

a. SERVQAL

b. Consumer-quality analysis

c. Importance-performance analysis

d. Key-service indices analysis

e. Reliability-service indices analysis

44. Companies that ________ disappointed customers to complain—and also empower employees to remedy the situation on the spot—achieve higher revenues and greater profits than companies that lack a systematic approach for addressing service failures.

a. ignore

b. frustrate

c. discourage

d. encourage

e. none of the above

Research has shown that customers evaluate complaint incidents in terms of the________.

f. anger of the customer

g. personality of the manager

h. outcomes they receive

i. monetary rewards

j. none of the above

45. Getting front-line employees to adopt ________ and to advocate the interests and image of the firm to consumers as well as take initiative and engage in conscientious behavior in dealing with customers can be a critical asset.

a. company policies and procedures

b. win-win philosophy

c. conflict-management courses

d. training lessons

e. extra-role behaviors

46. Excellent service companies know that ________ employee attitudes will promote stronger customer loyalty.

a. accommodating

b. nonthreatening

c. neutral

d. negative

e. positive

47. Service marketers frequently complain about the difficulty of ________ their services.

a. marketing

b. diffusing

c. differentiating

d. developing

e. designing

48. Service offerings can be differentiated in many ways. The offering can include innovative features. What the customer expects is called the ________.

a. brand package

b. complete service package

c. primary service package

d. bundled package

e. none of the above

49. To differentiate its service, a provider can add ________ to the package of services already provided.

a. secondary service features

b. primary service features

c. value bundling

d. branding

e. price bands of like services

50. Sometimes companies achieve differentiation through the sheer range of its service offerings and the success of its ________ efforts.

a. pricing

b. cross-selling

c. advertising

d. sales representatives’

e. none of the above

51. Developing brand strategies for a service requires special attention to choosing brand elements, establishing image dimensions, and ________.

a. developing a marketing niche

b. developing an advertising campaign

c. devising a branding strategy

d. developing differentiation

e. none of the above

52. Because service decisions and arrangements are often made away from the actual service location, brand ________ becomes critical.

a. design

b. slogans

c. image

d. recall

e. remind

53. Because a physical product does not exist, the ________ of the service provider are especially important.

a. characteristics

b. logos

c. physical facilities

d. brand images

e. colors

54. Service firms can design ________ and information programs so that consumers learn more about the brand than the information they get from the service encounter alone.

a. advertising campaigns

b. marketing measures

c. ad agencies

d. marketing communications

e. marketing strategy

55. Services must consider developing a brand hierarchy and brand portfolio that permits ________ and targeting of different market segments.

a. differentiation

b. product placement

c. positioning

d. image

e. none of the above

56. Manufacturers of equipment all must provide product-support services. Companies in these industries must define customer needs carefully in designing their service support program. Customers have three specific worries when discussing product-support services. These three worries include all of the following EXCEPT ________.

a. out-of-pocket costs

b. reputation of manufacturer

c. service dependability

d. downtime

e. failure frequency

57. A buyer may try to estimate the life-cycle cost of purchasing a product. Life-cycle cost is defined as the ________.

a. product’s purchase cost plus the total cost of maintenance and repair less any salvage value

b. product’s purchase cost plus discounted cost of maintenance and repair less any salvage value

c. product’s purchase cost plus discounted cost of maintenance and repair plus any salvage value.

d. product’s purchase cost plus any salvage value.

e. product’s purchase cost plus discounted cost of maintenance and repair

58. To provide the best support, a manufacturer must identify the services customers value most and their ________ importance.

a. competitive

b. popular

c. absolute

d. relative

e. none of the above

59. Classes of services can be branded vertically on the basis of ________.

a. popularity and price

b. cost of providing the service

c. price and quality

d. price and frequency

e. target return on investment

True/False

60. The Bureau of Labor Statistics reports that the service-producing sector will continue to lose jobs over the next five years.

61. Services include government, private nonprofit, business, retail, and the manufacturing sector.

62. A service is defined as any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything.

63. A pure tangible good consists of unequal parts of goods and services, with services being in the majority.

64. An example of a pure service provider might be a car repair facility.

Answer: False Service providers typically develop very similar marketing programs for personal and business markets.

65. Service consumers can always judge the quality that they receive from the service provider.

66. Because services are generally high in experience and credence qualities, there is more risk in purchase.

Answer: True Services have five distinctive characteristics, one of these five being “pure service.”

67. Intangibility with regards to a service means that the service cannot be duplicated across providers.

68. Service companies try to demonstrate their service qualities through physical evidence and presentation.

69. Inseparability in the context of a service means that the service provider and the service customer/consumer cannot be separated because one effects another.

70. The quality of services is independent of who provides them.

71. Services cannot be stored, so their perishability can become a problem when demand fluctuates.

72. One of the strategies to equalize supply and demand for service providers is to price their services high when demand is low and low when demand is at its highest.

73. Customers are becoming more sophisticated about buying product-support services and are pressing for services unbundling.

Answer: True Customers generally acknowledge when they are at fault for a service failure and do not hold the service provider responsible.

74. Because service encounters are complex interactions affected by multiple elements, adopting a holistic marketing approach might not work effectively.

75. Interactive marketing describes the employees’ skill in serving the client.

76. Clients judge service not only by its technical quality but also by its functional quality.

77. As companies collect, store, and use more information about customers, they must also incorporate the proper safeguards to protect that information and reassure customers about their efforts.

78. The service quality of a firm is tested at each service encounter.

79. Customers form service expectations from such areas as past experiences, word of mouth, and advertising.

80. The appearance of physical facilities, equipment, personnel, and communication materials are the tangibles that convey service quality to consumers.

81. With continuously provided services, such as public utilities or health care, customers have been observed to mentally calculate their payment equity—the perceived fairness of the level of economic benefits derived from service usage in relationship to the level of economic costs.

82. Various studies have found that well-managed service companies share no common service characteristics.

83. Top service companies are “customer obsessed.”

84. A service company can differentiate itself by designing a better and faster delivery system.

85. The three levels of differentiation for a service company include reliability, resilience, and cost.

86. All customers seek social exchange and affirmation in their service experiences.

Services can be judged on customer importance and company performance.

87. Excellent service companies know that positive employee attitudes will promote stronger customer loyalty.

88. Service marketers have no problem in differentiating their services from the competition.

89. Service offerings can be differentiated in numerous ways because the consumer expects to see only the company’s primary service package.

90. Brand personality is an important image dimension for services.

91. The company need not define the customer needs carefully because customers can always switch providers.

92. Service contracts and extended warranties are examples of companies charging for additional services.

93. Developing brand strategies for a service brand requires special attention to choosing brand elements, establishing image dimensions, and devising the branding strategy.

94. Services must consider developing a brand hierarchy and brand portfolio that permits positioning and targeting of different market segments.

Essay

101. A company’s offerings often include services as a minor or a major part of the total offering. List and briefly explain each of the five categories of offerings.

Services have four distinctive characteristics that greatly affect the design of marketing programs. List these characteristics and briefly explain each.

102. The service outcome, and whether people will remain loyal to a service provider, is influenced by a host of variables. Identify the eight categories into which these factors fall.

103. The service quality of a firm is tested at each customer encounter. The service-quality model highlights the main requirements for delivering high service quality. The model identifies five gaps that cause unsuccessful delivery. List each of these gaps.

104. Based on the service-quality “gaps” model, the researchers identified five determinants of service quality. List and briefly explain each.

105. The model of service-quality expectations is based on the premise that customer perceptions and expectations of service quality change over time, but at any one point in time are a function of prior expectations of what will and what should happen during the service encounter, as well as the actual service delivered during the last contact. The researchers’ empirically tested model contends that the two different types of expectations have opposing effects on perceptions of service quality. List these two models.

106. Marketing academics and consultants Jeffrey Rayport and Bernie Jaworski believe that to deliver high levels of customer-perceived value, any customer-service interface should excel on four dimensions. Define the term “customer-service interface” and identify the four dimensions on which it should excel.

107. Developing brand strategies for a service brand requires special attention to the elements of branding and marketing. Explain why it is different for branding a service versus a tangible product.

108. Manufacturers of equipment must provide product-support services. Product-support services are becoming a major battleground for competitive advantages. Firms that provide high-quality service outperform their less-service-orientated competitors. In service support programs, customers generally have three specific worries. List these three worries and briefly explain each.

Suggested Answer:Customers worry about: (1) the reliability and failure frequency of the product; (2) downtime caused by the failure of the product; and (3) out-of-pocket costs associated with the product failure.

109. Several strategies exist for managing supply and demand of services. List the strategies for both managing “supply” and then for managing “demand.”

APPLICATION QUESTIONS

Multiple Choice

110. A plumbing firm is considered a service firm because they are providing “services” to households and businesses. The service component then would fall into which one of the following categories of offerings?

a. Pure tangible good

b. Tangible good with accompanying services

c. Hybrid

d. Major service with accompanying minor goods and services

e. Pure service

111. Some services are easy to evaluate by the consumer and others are not. Which one of the following would be considered high in credence qualities and thus hard to evaluate by the majority of consumers?

a. Decorating

b. A restaurant

c. A haircut

d. A medical diagnosis

e. None of the above

112. Services can be high in search qualities. Which one of the following is NOT seen as high in search qualities?

a. Decorating

b. A restaurant

c. A haircut

d. A medical diagnosis

e. None of the above

113. If we say that services cannot be seen before purchase, forcing customers to look for other clues to assess service quality, we mean that services are _________.

a. intangible

b. inseparable

c. perishable

d. variable

e. none of the above

114. When Blue Man Group began, the three founders performed every show. In order to expand the concept and overcome the limits of service ________, the founders added more Blue Men.

a. perishability

b. inseparability

c. variability

d. intangibility

e. temporality

115. Services vary depending who provides them and when and where they are performed. Which of the following strategy would work for you to increase the quality control over your tax preparation services as you expand to other markets?

a. Invest in good training and hiring procedures.

b. Standardize the service.

c. Monitor customer satisfaction.

d. All of the above

e. None of the above

116. When cell phone providers offer “weekends free,” they are attempting to ________ when it comes to the perishability of the service they provide.

a. manage supply and demand

b. manage supply

c. manage demand

d. offer to sign up new subscribers

e. increase usage

When restaurants and theme parks add summer workers, they are attempting to manage supply and demand for their services by ________.

f. sharing services

g. introducing complementary services

h. maximizing nonpeak demand

i. using part-time employees

j. increasing enrollment

117. Charles Schwab’s best customers get their calls answered in 15 seconds; other customers can wait longer. This is best described as ________.

a. fair play in service delivery

b. customer empowerment through the Internet

c. raising service levels to retain the patronage of profitable customers

d. increasing consumer participation

e. standardizing the service-performance process

118. Although I used to use the U.S. Postal Service because it offered better prices on package shipping, now I almost always use FedEx because I can ship from any FedEx*Kinkos location 24 hours per day. This is an example of which of the following factors leading to customer switching behavior?

a. Inconvenience

b. Pricing

c. Response to service failure

d. Ethical problems

e. Involuntary switching

119. I have switched my dry cleaning provider because the cleaner did not perform up to my standards. This is an example of which of the following factors leading to customer switching behavior?

a. Service encounter failure

b. Core service failure

c. Response to service failure

d. Involuntary switching

e. Competition

After sending registered letters to the roofing company, numerous attempts to contact the president of the company by phone, and sending copies of the complaint to the Better Business Bureau, you finally received a response from the firm that did not satisfy you. In desperation, you decided to have another company complete the repairs to your home. This is an example of what kind of customer switching behavior on your part?

f. Involuntary switching

g. Competition

h. Response to service failure

i. Service encounter failures

j. Inconvenience

120. When the lawn service firm advertises, “We can handle all your lawn needs in one stop” and then requires three or four visits to satisfy you, this is an example of which of the gaps of service performance?

a. Between service delivery and translation of perceptions

b. Between expected service and perceived service

c. Between service delivery and external communications

d. Between management’s perception and consumers expectations

e. None of the above

121. Bill always takes his shoes to the same cobbler when they need to be resoled because that cobbler always has the shoes ready quickly. This cobbler excels at which of the following five determinants of service quality?

a. Reliability

b. Responsiveness

c. Assurance

d. Empathy

e. Tangibles

Gloria always goes to the same bagel shop in the morning because the workers there remember her name and know her order. They always make her feel welcome. The employees of this bagel shop excel at which of the following determinants of service quality?

f. Reliability

g. Responsiveness

h. Assurance

i. Empathy

j. Tangibles

122. A service company can differentiate itself by designing a better and faster delivery system. Of the three levels of differentiation, ________ describes how well suppliers handle emergencies, product recalls, and answering inquiries.

a. reliability

b. resilience

c. innovativeness

d. preparedness

e. none of the above

123. Not all ________ improve service quality, but they can make service transactions more accurate, convenient, and faster.

a. service standards

b. top management commitment

c. self-service technologies

d. strategic concepts

e. service-quality perceptions

124. After visiting a local car dealer and having your car serviced, a day later you receive a phone call from a research firm asking you to comment on your service experience. This is part of the manufacturer’s quality control over its dealers and the firm’s audit of the service performance by collecting _________.

a. satisfying customer complaints

b. dealer performance

c. customer performance

d. “voice of the customer measurements”

e. “competitive data”

125. Employees thrive in customer-contact positions when they have an internal drive to _____.

a. pamper customers

b. accurately read customer needs

c. develop a personal relationship with customers

d. deliver quality service to solve customers’ problems

e. all of the above

126. To provide the best support, a manufacturer must identify the services customers value most and their relative importance. Johnson Controls introduced services that extend beyond its climate control equipment and components business to manage integrated facilities by offering products and services that optimize energy use and improve comfort and security. This is an example of adding ________.

a. facilitating services

b. extended warranties

c. life-cycle services

d. service contracts

e. value-augmenting services

My Essay Gram
Calculate your paper price
Pages (550 words)
Approximate price: -

Why Work with Us

Top Quality and Well-Researched Papers

We always make sure that writers follow all your instructions precisely. You can choose your academic level: high school, college/university or professional, and we will assign a writer who has a respective degree.

Professional and Experienced Academic Writers

We have a team of professional writers with experience in academic and business writing. Many are native speakers and able to perform any task for which you need help.

Free Unlimited Revisions

If you think we missed something, send your order for a free revision. You have 10 days to submit the order for review after you have received the final document. You can do this yourself after logging into your personal account or by contacting our support.

Prompt Delivery and 100% Money-Back-Guarantee

All papers are always delivered on time. In case we need more time to master your paper, we may contact you regarding the deadline extension. In case you cannot provide us with more time, a 100% refund is guaranteed.

Original & Confidential

We use several writing tools checks to ensure that all documents you receive are free from plagiarism. Our editors carefully review all quotations in the text. We also promise maximum confidentiality in all of our services.

24/7 Customer Support

Our support agents are available 24 hours a day 7 days a week and committed to providing you with the best customer experience. Get in touch whenever you need any assistance.

Try it now!

Calculate the price of your order

Total price:
$0.00

How it works?

Follow these simple steps to get your paper done

Place your order

Fill in the order form and provide all details of your assignment.

Proceed with the payment

Choose the payment system that suits you most.

Receive the final file

Once your paper is ready, we will email it to you.

Our Services

No need to work on your paper at night. Sleep tight, we will cover your back. We offer all kinds of writing services.

Essays

Essay Writing Service

No matter what kind of academic paper you need and how urgent you need it, you are welcome to choose your academic level and the type of your paper at an affordable price. We take care of all your paper needs and give a 24/7 customer care support system.

Admissions

Admission Essays & Business Writing Help

An admission essay is an essay or other written statement by a candidate, often a potential student enrolling in a college, university, or graduate school. You can be rest assurred that through our service we will write the best admission essay for you.

Reviews

Editing Support

Our academic writers and editors make the necessary changes to your paper so that it is polished. We also format your document by correctly quoting the sources and creating reference lists in the formats APA, Harvard, MLA, Chicago / Turabian.

Reviews

Revision Support

If you think your paper could be improved, you can request a review. In this case, your paper will be checked by the writer or assigned to an editor. You can use this option as many times as you see fit. This is free because we want you to be completely satisfied with the service offered.

Live Chat+1(405) 367-3611Email