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Exam 12: Services Marketing

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Question 61

Multiple Choice

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Many services depend on __________ for the creation and delivery of the customer service experience.

A) people
B) government
C) process
D) productivity
E) physical environment

F) A) and B)
G) A) and C)

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Question 62

Multiple Choice

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Southwest Airlines operates five flights daily between Chicago and Phoenix during the winter.One flight leaves Phoenix at 12:10 p.m.The plane,a Boeing 737,has a capacity of 120 passengers.During the past month,the flight has averaged 24 passengers,a load factor of only 20 percent.Once the plane takes off,the empty seats generate no revenue for the airline for that flight.What unique aspect of services does this situation describe?

A) incongruity
B) intangibility
C) inconsistency
D) inseparability
E) idle production capacity

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

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Question 63

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Which of the following is the MOST IMPORTANT aspect conveyed by the American Express brand?

According to the service continuum shown in Figure 12-3 above,what does "B" represent?

Which service listed below has the HIGHEST inventory carrying cost?

Assuming the information in UMD12: Capacity Management for JetBlue Airways shown above will not change in the near future,what actions would recommend that JetBlue take?

Service firms can manage their physical environment to influence customers' perceptions through

Many service businesses use off-peak pricing to reflect variations in

Consider Figure 12-4 above.Services can be classified by their method of delivery."A" represents

To help consumers assess and compare services,marketers try to make them __________ or show the benefits of using the service.

The dimension of service quality called __________ is knowledge and courtesy of employees and their ability to convey trust and confidence.

The interaction between a service provider and the consumer such that the two of them co-create value together is due to which element unique to services?

Which service listed below has the LOWEST inventory carrying cost?

Place or distribution is a major factor in developing a service marketing strategy because of the __________ of services.

Which service listed below has the LOWEST inventory carrying cost?

Developing,pricing,promoting,and delivering services is challenging because the quality of a service is often

The four I's of services consist of

Ron had a craving for sushi so he searched yellowpages.com for the name of a restaurant in his vicinity that serves this type of food.When he arrived at his destination,he was impressed with the menu posted outside the door and decided to go in.He was greeted with a smile by a hostess and then immediately seated at a well-appointed table where he was given a warm cloth for his hands.The food was beautifully presented,the rice was the perfect texture and temperature,and the fish was fresh and delicious.Halfway thought the meal,he excused himself to go to the restroom.It was clean,but unfortunately was out of paper towels.He returned to his table,finished his meal,and paid his check.The hostess said goodbye and asked him to return.The first point in his customer contact audit was __________.

Marketers for the LA Galaxy market what BASIC "product?"

According to Figure 12-5 above,purchases labeled "C" would most likely be evaluated on __________ properties.