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Exam 12: Managing Services

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Question 51

Multiple Choice

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The four additional Ps of services marketing include each of the following EXCEPT:

A) perishability.
B) process.
C) people.
D) physical evidence.

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

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Question 52

Multiple Choice

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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?

A) feedback analysis
B) gap analysis
C) promotional evaluation
D) pull strategy

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

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Question 53

Multiple Choice

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Your good friend, Kevin, recommends you use his tax auditor, Ed, to file your taxes for the upcoming year. Kevin has used Ed for the last five years and always found his pricing and delivery of services excellent. This concept is best described by which of the following words?

What is a Customer Contact Audit? Illustrate an example.

A homeowner consulted a lawyer to see if he could prevent construction of a high-rise apartment building in his neighbourhood. On the advice of the lawyer, he filed a suit to stop construction. Even though the homeowner did exactly as the lawyer instructed him, he still lost the suit. In spite of the loss, he had to believe the lawyer did the best job he could because he did not know the legal system well enough to think otherwise. This case shows how a service can exhibit__________ properties.

WestJet states that 98 percent of flights leave on time. This is an example of:

Describe an effective off-peak tourism campaign used to maximize capacity and revenue for an all-inclusive resort in the Caribbean.

Which of the following is NOT a point in the customer contact audit for the Arizona Grill, serving Southwestern food?

Which of the services below would be an example of a 'core service' for a financial institution?

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

Each of the following is an example of how services to consumers are adding dimensions of authenticity, EXCEPT:

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?

The LA Galaxy games plus the quality of play, the individual players of the team, the merchandise, the food, and activities all contribute to the total customer ___________.

Vacations and haircuts are two examples that are near the__________ of the goods-service continuum and are high in __________properties

You are flying first class from Halifax to Vancouver for a well-deserved vacation. Right behind first class a passenger is playing the harmonica loudly and it is obvious That he has had too much to drink. Your perception of the airline changes and you may not choose this airline again. Because you associate the drunken harmonica player with the airline, this is a problem with__________ when it comes to the uniqueness of Services.

Another name for the steps in a service process is__________ _ .

Describe how the five dimensions of service quality can be implemented for a Canadian airline?

Which of the following statements about services is true?

Many experts suggest that technology will be used in the future to find ways to save customers extra:

Service firms are realizing that all__________ aspects of quality must be present for a success__________ program.