MARKETING-Enlarge and bold the letter of the best response

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Assignment 7

Multiple Choice(1 point per question)

Enlarge and bold the letter

of the best response for each of the following.

1. Which of the following is NOT one of the

four characteristics of services?

a. Intangibility

b. Inconsistency

c. Income

d. Inseparability

e. Inventory

2. Susie recently bought a new pair of pants

from a clothing store in her local mall.

After wearing the pants one time and washing them, Susie discovered that

the pants had shrunk five inches in length.

When she went to the store to return the pants, the store clerk

responded to Susie by apologizing for the problem with the pants and the

inconvenience they had caused. The clerk

issued Susie a refund. The store’s

response to Susie’s dilemma represents what dimension of service quality?

a. Reliability

b. Assurance

c. Tangibles

d. Empathy

e. Responsiveness

3. Robert has decided to purchase a new

computer. He has decided to purchase

this new computer via the Dell website.

While online making the decision about his computer purchase, Robert

notices that Dell.com offers a variety of features that he can mix and match to

his liking for his new computer. The way

Dell tailors their website to meet the needs of customers is an example of:

a. database marketing.

b. web-based marketing.

c. interactive marketing.

d. creative marketing.

e. preference marketing.

4. Which of the following is NOT one of the

levels of a market offering?

a. Commodity

b. Inventory

c. Good

d. Service

e. Experience

5. Having always wanted to get a facial and

massage, Kelly decides to arrange these services with her local salon. After undergoing these procedures, Kelly

decides that now she really knows all along what she was missing. The attributes that Kelly only really knew

about after actually having the facial and massage are known as:

a. search attributes.

b. experience attributes.

c. credence attributes.

d. knowledge attributes.

e. familiarity attributes.

6. Every Sunday, Martha searches the

newspaper for coupons she can use during her weekly grocery shopping trip. These coupons represent what type of benefit?

a. Soft

b. Hard

c. Flat

d. Frequency

e. Reward

7. In recent years, ice cream stores have

shifted from the traditional ice cream parlor to more unique restaurants where

store employees mix any combination of ingredients together in front of you and

sing songs while preparing ice cream.

These new ice cream stores represent what level of market offering?

a. Commodity

b. Good (product)

c. Service

d. Experience

e. Trend

8. Sarah gets her nails done every week at

the same nail shop. Some weeks she

leaves the store extremely happy with the way her nails look, and other times

she leaves feeling disappointed about the outcome. Sarah’s change in experience represents what

characteristic of services?

a. Intangibility

b. Inconsistency

c. Inseparability

d. Inventory

e. Intermediary

9. The dimension of service quality that is

an attitudinal aspect of service through which the provider communicates to the

customer that he cares is known as:

a. reliability.

b. assurance.

c. tangibles.

d. empathy.

e. responsiveness.

10. Which one of the following is not one of

the quality gaps that exist when customer perceptions fall short of customer

expectations?

a. Knowledge gap

b. Standards gap

c. Delivery gap

d. Communications gap

e. Experience gap

True-False(1 point per question)

In the blank to the left place a “T”

if the statement is true or an “F” if it is false.

_____1. Attributes

that consumers can only really know about after they experience the product or

service themselves are known as experience attributes.

_____2. Since

there are different kinds of attributes that make up products and services, it

is harder to evaluate services than products.

_____3. The

most important dimension of service is the expected service of the

consumers.

_____4. A

standards gap exists between what customers really expect and what management

thinks customers expect.

_____5. Of

the two kinds of rewards that customers can receive, people respond better to

soft benefits.

_____6. The

trend in the future of marketing is to move beyond simple service to

experiences.

_____7. You

can inventory a service because they are not inherently perishable.

_____8. The

most important thing that allows the different dimensions of service to be

distinguished is the core service.

_____9. A

knowledge gap exists when management accurately perceives consumer expectations

but erroneously sets up a service to try to deliver to those expectations.

_____10. It is harder to evaluate services than products because there are

different kinds of attributes that make up products and services.

Fill in the

Blank(1 point per question)

Supply the missing word or phrase.

1. Products have more ____________________ attributes and

some ____________________ attributes;

whereas, services have more ____________________

attributes and more ____________________

attributes.

2. The service the customer doesn’t expect

that endears the customer to the store is known as the ____________________.

3. A ____________________

exists when customer perceptions fall short of customer

expectations.

4. An effort to develop a long-term

cost-effect link with individual customers for the mutual benefit of the

customer and the organization is the premise behind ____________________.

5. ____________________

attributes are those that consumers just have to trust because they

can’t even be determined after use.

6. The dimension of service quality that

relates to how a service provider presents him or herself in order to create an

image of competence is known as ____________________.

7. ____________________

is the responsiveness used to recover from a poor service

experience.

8. The general term applied to trying to

reward people for the regularity of their business is ____________________.

9. A ____________________

benefit is one that has some kind of financial benefit to the customer;

whereas a ____________________ benefit

does not have a financial bearing.

10. ____________________

marketing is using large collections of statistics to make decisions

about how to market to different groups.

Short Answer Questions (20 possible

points)

ServQual is a questionnaire instrument that is used

to assess the five dimensions of service quality discussed in this lesson

pertaining to service firms (e.g., banks, credit card companies, restaurants,

phone companies) and the services they offer:

Tangibles: The appearance of the firm’s

facilities, equipment, and personnel.

Reliability: The firm’s ability to perform the

promised service dependably.

Responsiveness: The firm’s willingness to help customers and

provide prompt service.

Assurance: The knowledge of the firm’s

employees and their ability to convey trust and confidence.

Empathy: The caring, individualized

attention the firm provides its customers.

Twenty-two

items are used to measure the five general dimensions of RATER:

Name of

service firm________________________________________

___ 01. Modern-looking

equipment

___ 02. Visually

appealing physical facilities

___ 03. Employees

are neat-appearing

___ 04. Visually

appealing materials associated with the service

___ 05. Keep

promises

___ 06. Show

sincere interest in solving customer problems

___ 07. Perform

the service right the first time

___ 08. Provide

their service as promised

___ 09. Insist

on error-free records

___ 10. Inform

exactly when services will be performed

___ 11. Employees

give prompt service

___ 12. Employees

are always willing to help

___ 13. Employees

are never too busy to respond to requests

___ 14. Employee

behavior instill customer confidence

___ 15. Customers

feel safe in their transactions

___ 16. Employees

are consistently courteous

___ 17. Employees

have knowledge to answer questions

___ 18. Give

customers individual attention

___ 19. Operating

hours are convenient to all customers

___ 20. Employees

give customers personal attention

___ 21. Customers’

best interests are at heart

___ 22. Employees

understand the specific needs of customers

Pick two service firms that you do business with,

one that you think provides excellent service, and one that provides only fair

(or even poor) service. Provide your own

ratings of each firm on each of the twenty-two statements above. Use a 1 to 10 scale, where 1 = poor and 10 =

excellent. Highlight and copy this page and

fill it out twice, one for the good firm and one for the bad firm. Put the firm name (and service it provides)

at the top of the page. Then list your

ratings by item in order below each firm’s name. What is the total for each firm? Where are the biggest differences in the

ratings for the two firms? How could the

poor service firm improve its service quality?

Write up your findings and suggestions in 500 words maximum.

Preparation for the Midterm Examination

You

may apply to take the midterm examination as soon as you have submitted all the

preceding assignments for grading. It is

a good idea to wait to get all your graded assignments back; then review while

the material is fresh in your mind.

The exam will consist of 50 multiple

choice questions drawn equally from each lesson and from the text. You may not take the test until you have

completed the first seven written assignments.

The exam should take about 1 hour to complete, but you will be given 90 minutes to

complete the exam. The multiple-choice

questions will include some basic definitional questions, but the emphasis will

be on “scenario” questions that test your ability to apply concepts. Reviewing the lesson quizzes is the best way

to prepare for the midterm (in addition to reviewing the text, the lessons

themselves, and your notes). The exam does

not ask specific dates, company names, or numerical statistics; the emphasis is

on concepts and their applications. You

may bring a simple calculator to the exam.

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