SERVICES MARKETING Quiz 1(October 2013) Name……………………………. Enrolment No.……………………………...

1 Which of the following would be an example of a hybrid service? a. University b. Professor c. Restaurant d. Soap manufacturer e. Entertainment channel

2 Which of the following would be an example of a pure service? a. Insurance b. Airlines c. c Car dealer d. Copier company e None of the above

3. Services have four distinctive characteristics that greatly affect the design of marketing programs. Which of the following is NOT one of these characteristics?

a.Intangibility b. Communicability c. Variability d.Perishability e. None of the above

4. Unlike physical goods, services are produced and ________ simultaneously. a. Launched b. consumed c.created d. maximized e.none of the above

5. 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

6. There are three steps service firms can take to increase quality control. Which of the following is NOT one of these steps?

a. Reduce customer contact points b. Monitor customer satisfactionb. Standardize the service-performance process d. Invest in good training procedurese. Invest in good hiring procedures

7. 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

8. 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

9. Holistic marketing for services requires external, ________, and internal marketing. a exceptional b incremental c consistent d interactive e influential

10. As per the Service Gaps Model the customer gap is between ________. a. perceived service and expected service b. service delivery and external communicationsc. service-quality specifications and service deliveryd. management perception and service-quality specificatione. consumer expectation and management perception

11. Which type of customer should be viewed as the service provider's best friend?a. Voicer b. irrates c. activist d. accommodators e. obligators

12. There are three types of justice that customers are looking for following their complaints. They are outcome fairness, procedural fairness, and:

a.Empathy b. relation c. empowerment d. interactional e. equity service

13. An effective service guarantee is:a. designed to eliminate service switching b. timely, meaningful, realistic, and inexpensive

c. typically written by a lawyer so that it can be construed as a contractd. designed to make sure the customer has to repurchase from the service provider in order to benefit

True/False

14. 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. True

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

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

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

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

19. Services cannot be stored, so their perish ability can become a problem when demand fluctuates. True

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