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Exam 12: Managing Services

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Question 71

Multiple Choice

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A patient must be in a hospital to "buy" an appendectomy,and a guest must be in a hotel to "buy" an accommodation.To make the product/service component of the marketing mix available to the consumer,the service provider must manage demand.What is this called?

A) allocation of resources
B) timing
C) capacity management
D) customized service

E) A) and B)
F) All of the above

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Question 72

Multiple Choice

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Four Seasons is known for 'knowing all about the customer and their preferences' before they walk into the door.After a busy day at a tradeshow all day,Janine walks into the lobby and is greeted by name by a staff member who informs Janine that she booked her a foot massage for later in the evening.This is a great example of:

A) assurance
B) sympathy
C) responsiveness
D) empathy

E) C) and D)
F) A) and D)

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Question 73

Multiple Choice

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Fred White has just accepted a sales position with the ABC Health Maintenance Organization,a major provider of health care services.He had been selling medical supplies for some time and found that he understood how customers bought medical supplies.Which of the following is likely to be a characteristic of the health care service purchase?

Betty Smith operates a wedding preparation service that will aid brides-to-be in planning their weddings by providing needed equipment,supplies,and services.To maintain a quality image,Betty provides training for each of her employees.What unique aspect of services is Betty trying to address?

According to the service continuum,which of the following organizations has the highest level of intangibility?

Services that are found at a rest stop along a major highway usually consist of only fast food restaurants and fuel stations.The service continuum at a rest stop is likely:

Describe how the 4 unique is of services can play a role in creating an authentic consumer experience.

Each of the following can influence customers' perceptions of the authenticity of their service experiences EXCEPT:

Burger King is attempting to measure the difference between their customers' expectations and experiences by using a 24-hour hot line to receive 4,000 customer calls a day.What is this type of activity called?

Students from Berry College attended a performance at nearby Shorter College and were extremely impressed with the dance troupe that was the opening act.As soon as the students returned to Berry,they made arrangements for the entertainers to appear on their campus.On the day of the concert the venue was packed with students,but the quality of the performance was much lower than they had seen at the Shorter campus.The Berry students' disappointment was the direct result of which characteristic of services?

Obtaining mortgage advice from a financial institution would be best classified as a(n)

Describe what is meant by capacity management and illustrate your answer with an example.

Which statement below is incorrect as it relates to the concept of inseparability?

All of the following examples a consumer might have difficulty separating the deliverer of the service from the service itself,except:

Andrea Arena is the owner of 2 Places at 1 Time,a concierge company.She and her staff of 60 perform everyday services such as walking the dog,picking up cleaning,waiting for the repairman,and going to the post office for people who are too busy to perform these simple acts themselves.She has often been hired by major corporations to perform services for their harried executives.In 1999,she had 108 employees,but economic momentum has slowed,and many of her major clients have sliced their budgets and eliminated perks like her service.At the point in time when Arena had more employees than she had need of,2 Places at 1 Time was experiencing:

Sarah has a backache due to overexertion.She believes a massage would loosen her back muscles and make her feel better.She is concerned because a massage unlike a pair of shoes cannot be felt before she buys it.Sarah realizes massages have _____ properties.

When customers buy services they consider the ___________ costs such as time.

List and define the five dimensions of service quality described in the text.

Andrea Arena is the owner of 2 Places at 1 Time,a concierge company.She and her staff of 60 perform everyday services such as walking the dog,picking up cleaning,waiting for the repairman,and going to the post office for people who are too busy to perform these simple acts themselves.One way she tries to ensure ______ of services for her regular customers is to make sure that the same person is always assigned to work for them.

Load factor is often used in marketing dashboards for airlines as a measure of: