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Exam 1: Introduction to Services

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Question 1

Multiple Choice

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The core offerings of hospitals,hotels,and banks are primarily deeds and performances and therefore,are _________________.

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

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

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A

Question 2

Multiple Choice

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The Offshore Sailing School in Jersey City,New Jersey offers a basic sailing course,which takes place in three days over two weekends,for $495.Students enrolled in the course attend classroom sessions that cover the theory and technology of sailing and receive hands-on sailing instructions in the water that introduces them to all fundamental sailing skills.Student participation in the Offshore Sailing School's classroom sessions and hands-on sailing instructions illustrates the _____ characteristic of services.

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

F) B) and E)
G) C) and D)

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Question 3

Multiple Choice

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Which of the following statements about services is true?

In India weddings are timed to occur when Venus is in the ascendant and Jupiter is strong.This day is deemed lucky.In 2005,almost 15,000 couples in New Delhi had their wedding on December 25,the day astrologers announced would be the best day for a wedding.The service provided by the astrologers is an excellent illustration of the _____ of services.

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

Which of the following is NOT an element of the traditional marketing mix?

Which of the following statements describes a marketing implication that results from the simultaneous production and consumption of services?

All businesses and organizations that operate on the Internet are essentially providing a service.

An attorney who charges a client for a missed appointment is taking into account the _____ characteristic of services.

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.

How are customers and employees responding to the proliferation of technology-based services?

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

The deregulation of industries has actually lessened the demand for services marketing skills.

Which of the following is a marketing implication that results from the heterogeneity of services?

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 experiences with the two golf instructors illustrates the _____ of service.

When they go away on vacation,some dog owners choose to leave their dogs in posh pet resorts that offer a variety of activities for the dogs,such as swimming pool frolics,nature walks and hayrides.The dog owners pay around $17 per night for basic boarding at the pet resorts and up to an additional $20 for the other activities,which would be collectively classified as:

On his way to work today,Terry saw a billboard for a physician's group that specialized in vascular surgery.In his local newspaper there was a full-page ad for a medical clinic that performed similar surgery.Then in his mail,he got a brochure from yet another medical clinic asking him if he wanted to get rid of ugly varicose veins.Which trend that influenced the development of services marketing concepts and strategies is illustrated here?

The characteristic of a service that refers to differences in employees' performances is:

A primary issue that marketers face in relation to service perishability is ensuring service quality over time.

The characteristic of a service that means that it cannot be seen,felt,tasted or touched is: